By Michael Tedeschi, Interactive Mechanics
User Experience (UX) is how your visitors feel about a product or service, whether you’re designing a website, an exhibit, or a toaster. How do you know if your target audience is having a good or bad experience? Learn to put yourself in your users’ shoes in order to better understand their motivations, so that you can create a welcoming experience and make something that is useful, easy to use, and enjoyable for them.
We’ll cover the fundamentals of user experience, why it matters, and we’ll detail a typical UX journey and common methodologies that are useful for museum professionals, emphasizing ways to engage new and existing communities along the way. We’ll practice research techniques, including interviews and contextual inquiries (observing the way your visitors already interact with your exhibits), that allow you to learn about your visitors’ objectives, rather than designing from assumptions. We’ll develop personas to clarify which new audiences you want to connect with, and what works best for them, asking questions like, Why aren’t they users already? What barriers does your museum present? What needs could you be meeting?
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Today’s agenda
• What is user experience (UX)?
• Why does user experience matter?
• UX methodologies that engage audiences
• Relevant case studies
• Resources for further learning
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Introduce yourself!
• Your name, role and organization
• What are you interested in learning today?
• Are you working on a project where this may apply?
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About Interactive Mechanics
Interactive Mechanics is an award-winning interactive
design firm that partners with museums and archives
on design, development, user experience, and
digital strategy to build interactive websites, online
collections, mobile applications, and in-gallery digital
experiences.
6. How do you define
user experience?
D I S C U S S I O N B R E A K
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What is user experience?
User experience (UX) focuses on having a deep
understanding of users, what they need, what they value,
their business goals and objectives, their abilities, and
also their limitations.
Usability.gov
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What is user experience?
User experience encompasses all aspects of the end-
user’s interaction with a company, its services, and its
products.
Nielsen Norman Group
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What is UX, really?
User experience isn’t just testing or research or the tools
that we will talk about today. It is a mentality that your
users are the priority, and by understanding them (their
needs, goals, motivations, and expectations) you can
build successful experiences for them.
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What is comm. engagement?
In an ideal situation, community engagement is a term
for connecting people to your organization... Community
engagement needs to be about inviting people into the
museum community rather than demanding people use
the museum the “right way”.
Brilliant Idea Studio
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What is comm. engagement?
Community engagement is consulting, involving, and
collaborating with people outside your museum. It is
relationship building, the foundation of which is listening
and learning to improve our museums.
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Community engagement + UX
The user experience process is inherently based on
involving our audiences—it’s a natural fit.
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So, we want to...
• Understand and involve our audiences
• Create with our audiences, not for them
• Engage our audiences to validate our ideas
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If you’re the participant
• Follow the instructions using the square paper to
attempt to build the origami crane.
• Speak aloud your thoughts,
frustrations, and feelings.
If you feel confused or have
questions, say them!
Start with a square heet of paper. Fold it in
half and then in half again.
1 Turn the paper over and repeat the
previous step.
6
Place your thumb under the top of the
sheet, pulling it to the right to form a
square. Crease the fold.
2
Fold right and left corners to center,
and crease. Turn the paper over and
repeat the step.
7
Fold the right flap to the left, turn the
paper over and, once again, fold the
right flap to the left.
8
Fold the two lower points up between
the two flaps on each side.
9
Swing the top tips out slightly, and crease.
Fold one tip downward to form the head.
10
Spread the wings and crease. Blow a little air
into the hole underneath to fill out the body.
11
origami crane
EASY FOLDING INSTRUCTIONS
Turn the paper over and repeat the last
step.
3
Fold the right and left corners to the
center line, crease the folds, and reopen.
4
Grasp the lower tip and pull up. Fold at
the top third of the diamond. Note that
the right and left corners will swing to
the center. Fold along creases.
5
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If you’re the moderator
• Observe the participant as they complete the activity
and note their successes, failures, and areas where
you might make improvements.
• Do not answer questions or provide
help, but stay engaged as they
work through the exercise.
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Why does it matter?
If people don’t enjoy their experience with what you
design (whether its an educational program, exhibit,
mobile app, or toaster), then the product/service wasn’t
successful. Bad user experience can ruin a brand or
company, and lose customers.
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Why does it matter?
People remember bad experiences. Think about the last
time you ate at a bad restaurant—perhaps they messed
up your order or the service was bad, or the dinner was
simply unmemorable. Will you go back? Probably not.
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Qualitative
Heuristic evaluation
Content audit
User stories
Persona development
Surveying
Analytics review
A/B Testing
Interviews
Card sorting
Usability testing
Contextual inquiry
Focus groups
Design studiosJourney mapping
LowEngagement
HighEngagement
Quanitative
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Qualitative
Heuristic evaluation
Content audit
User stories
Persona development
Surveying
Analytics review
A/B Testing
Interviews
Card sorting
Usability testing
Contextual inquiry
Focus groups
Design studiosJourney mapping
LowEngagement
HighEngagement
Quanitative
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We’ll focus on...
• Developing personas and prioritizing audiences
• Conducting design studios / charrettes
• Prototyping and evaluating concepts
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Disclaimer!
We’re going to practice these methodologies as a group
today, and we’ll weave in practices for incorporating
communities/audiences throughout with examples and
case studies.
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Split into groups of 4-6
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Today’s mock project
Improving the Museums and the Web experience.
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Today’s mock project
Improving the Museums and the Web experience.
We all love Museums and the Web, but how could we
make our experience better? The MW18 committee has
asked us (well, not really) to help them understand their
audiences, brainstorm solutions, and test them with
attendees during the conference.
36. How do we incorporate UX
on a limited budget?
D I S C U S S I O N B R E A K
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Define our audience groups
On post-it notes, identify the audiences that experience
MW. There are a number of different ways to break
down our audiences: title, number of times attended,
reason for attending, role at MW, etc.
Add these to the “I am...” section of your sheet. You
won’t capture everyone today—that’s okay!
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What do they do?
On post-it notes, define the actions that these
audiences take before, during and after the MW
events. What do they do?
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What do they do?
What do they want/need?
On post-it notes, define the actions that these
audiences take before, during and after the MW
events. What do they do?
On post-it notes, define the wants and needs that
people have related to MW. What are the absolutes?
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Next, prioritize your audiences
Who are your primary, secondary, and tertiary
audiences? Who will be the primary focus of your
solutions?
Each person in your group gets to vote for one
audience to focus on for today’s project.
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What are personas?
Personas are a tool (in user experience, marketing,
design thinking) to help translate your research and
understanding of your audiences and summarize them
into well-defined archetypes.
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Personas can...
• Help inform decisions (in design, features, priorities)
• Distribute your audience research with your team
• Consolidate data into a useful format
• Create an emotional connection to your users
• Identify gaps in information or knowledge
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Personas can’t...
• Serve as an alternative to audience or user research
• Be static (they should evolve over time)
• Capture every piece of data or information you have
• Be created in a vacuum or individually
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Personas typically include...
• Personal: Name, age, gender, accessibility
• Background: Family, professional
• Education: Highest level of education, mastery
• Technical: Types of tech, familiarity, apps/programs
• Motivation: Goals, motivators, wants, needs
• Constraints: Limitations, fears, concerns
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Good personas...
• Are accurate and realistic
• Consider how your personas may grow or develop
• Consider both current and aspirational audiences
• Tell a believable, compelling story
• Paint a picture for the reader
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Community action groups
Invite your audiences to community groups to participate
in the design process. Collect a diverse group of people
to be involved in defining who they are from the get-go
and learn about what they want, need, expect, and want
to do at your institution.
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But, how?
Look at your audiences and consider how you can reach
them. Where are they already? What lateral connections
can you make to reach these audiences (other groups,
community organizations or centers, schools)?
Consider, how can you incentivize them to participate?
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Consider their time/effort
Be clear about the investment of their time upfront.
Plan your requests or meetings on a schedule that is
feasible for them (e.g. after standard work hours), and be
sensitive to the amount of effort you’re requiring. Make it
easy for them to participate without having to sacrifice.
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Now, we’ll create a persona
Which audience group/category did you prioritze?
For today’s exercise, we’ll focus on that group and
create a persona to represent it. We’ll use them again
throughout today’s workshop.
While we don’t have real data to use today, we can use
our own ancedotal experience to go through the steps.
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Personas typically include...
• Personal: Name, age, gender, accessibility
• Background: Family, professional
• Education: Highest level of education, mastery
• Technical: Types of tech, familiarity, apps/programs
• Motivation: Goals, motivators, wants, needs
• Constraints: Limitations, fears, concerns
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Journey mapping
Journey mapping expands on your personas and
outlines the pathways that your users can take through
an experience.
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Journey mapping
It is a way to visualize these pathways by exploring what
people do, how they feel, and what they’re thinking each
step of the way.
It’s a great way to identify where people might struggle
and also opportunities for improvement.
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B E F O R E
D O I N G
touchpoints
actions
needs, wants
expectations
mood
F E E L I N G
T H I N K I N G
D U R I N G A F T E R
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Journey mapping tips
Start with observation
Conduct observations and interviews with audiences to
understand the steps they take, potential frustrations or
pain points, and other outstanding moments.
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Journey mapping tips
Invite back your community action group
Survey or inteview your community action group to help
understand their journey. If they’re not current going to
the museum, understand where on the journey they drop
off (or, if they don’t even start the journey, why?).
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Journey mapping tips
Acknowledge your assumptions
As you go through this process, you may run into steps
where you assume. Challenge those assumptions by
inviting in different perspectives from your institution or
conducting additional research.
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Journey mapping tips
Validate your journey maps
Once you’ve created them, share back the journey map
to your audiences to gather feedback. Where does it
deviate from the individual’s experience? What additional
information (pain points or areas of opportunity) can you
identify?
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Create a journey map
In your group, follow the journey for your persona
through the steps of their experience: from considering
attending Museums and the Web through attending the
conference to post-event follow-up.
Identify the major actions/touchpoints, how they feel,
and what they are thinking. Use your “I am doing” and
“I want/need” to inform your journey map.
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Create a journey map
Next, using stickers, identify areas of opportunity
(green) and pain points (red). In the next exercise, we’ll
explore solutions to these challenge areas.
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Design studio
Sometimes called “participatory design”. A design studio
is an opportunity to engage your audiences directly in
the design process, allowing you to co-create with your
audiences and invite new perspectives.
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Design studio tips
Start by introducing the challenge
Make sure that everyone involved is on the same page
about the challenge you’re trying to solve. Introduce the
idea of the session and format.
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Design studio tips
Combine individual and group brainstorming
Some people work well in groups, while some people
work better individually. To get a variety of ideas, use
a combination of individual and group brainstorming
activities so everyone can have a voice.
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Design studio tips
Explore different participant’s ideas
Use activities that promote collaboration and include
opportunities to provide feedback on each other’s ideas.
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Design studio tips
Use “rules” for brainstorming
Defer judgment - don’t judge ideas until it’s time to do so
Encourage wild ideas - be broad in your thinking
Build on the ideas of others - use each other to further your thinking
Stay focused on the topic (and on time)
Be visual - if you can draw, sketch, or prototype the idea, go for it
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Design studio tips
Bring in your Community Action Groups
Invite in your Community Groups to participate in your
design studio. Invite them to bring a guest to expand the
participants and get different perspectives.
Have your participants vote on the ideas they are most
interested in or excited by.
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Design studio tips
Set up the design studio in a rest area
If you want to involve people as they go through your
museum, set up your studio in an rest area (nearby the
cafe or common seating areas) to attract people that
need a place to relax and sit.
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Conduct a design studio
In your group, pick an area of opportunity or pain point
from your journey map to use to brainstorm. Over ten
minutes, each person in the group will individually write
down ideas for how to address this challenge.
At the end, share back all ideas and then vote on the
ideas you think resonate the most with your audience.
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Conduct a design studio
Next, take one idea (or two, if you’re really torn) to
expand on. At this point, sketch and draw ideas—they
don’t need to be beautiful, they just need to get your
point across.
At the end of ten minutes, be prepared to share back
the concept(s) to the group.
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User testing
User testing is the key to ensure we’re building
something people will enjoy and actually use.
User testing doesn’t need to be expensive or time-
consuming: small batches of regular testing are better
than conducting one large, expensive test.
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User testing tips
Explain what you’re doing
Be transparent about what you’re testing, the testing
process, and what you’re trying to accomplish.
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User testing tips
Make your user tester feel comfortable
Be sure to explain that user testing isn’t testing them—it’s
testing what you built. Offer refreshments, be thankful.
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The testing process
Make your user tester feel comfortable
Be sure to explain that user testing isn’t testing them—it’s
testing what you built. Offer refreshments, be thankful.
“We’re not testing you, we’re
testing the system.”
— U S E F U L P H R A S E —
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The testing process
Make your user tester feel comfortable
Be sure to explain that user testing isn’t testing them—it’s
testing what you built. Offer refreshments, be thankful.
“There are no right right or wrong
answers.”
— U S E F U L P H R A S E —
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The testing process
Make your user tester feel comfortable
Be sure to explain that user testing isn’t testing them—it’s
testing what you built. Offer refreshments, be thankful.“There is no ego involved here,
we want to hear both positive and
negative comments.”
— U S E F U L P H R A S E —
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User testing tips
Stage engaged!
Acknowledge and provide feedback to your participants
as they ask questions or give feedback throughout the
test.
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The testing process
Stage engaged!
Acknowledge and provide feedback to your participants
as they ask questions or give feedback throughout the
test. “Mmhmm. Interesting!
Okay. Right.”
— U S E F U L P H R A S E —
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User testing tips
Ask for clarification.
If you need to know more, ask the participant. Remember
that this is your time to get answers to your questions!
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The testing process
Ask for clarification.
If you need to know more, ask the participant. Remember
that this is your time to get answers to your questions!
“Talk me through what happened
or why you did that.”
— U S E F U L P H R A S E —
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The testing process
Ask for clarification.
If you need to know more, ask the participant. Remember
that this is your time to get answers to your questions!
“If you have to give this a letter
grade, what would you rate it?”
— U S E F U L P H R A S E —
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The testing process
Ask for clarification.
If you need to know more, ask the participant. Remember
that this is your time to get answers to your questions!
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“How many participants?”
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“What do I need to prepare?”
• How much time will it take? When? Where?
• Why are you doing the test?
• What are your trying to answer?
• Who do you represent?
• What are you offering participants?
• Is this anonymous? Will you use the information?
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“How do I recruit people?”
• Invite your communite action group(s).
• Utilize people already in your space.
• Work with marketing or development to recruit
specific types of users (they know the people!).
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“Do I need a consent form?”
• Best practice is to have one, even if as just a means
to explain the tests.
• If you have a consent form, explain it and have the
participant fill it out with you. Provide them with a
copy to take home and one for you to keep.
• If you’re recording video, audio, or taking photos, be
clear about how you will use those materials.
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“What kind of incentives?”
• Do you need an incentive or gift?
• Give something that is easy to cash in on, especially
if you can give it out on the spot (like a gift card to
your cafe, a return ticket to the museum, or a small
gift from the gift shop).
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“Remote vs. in-person testing?”
• Being present is always better than remote.
• But there are really good user testing tools out there
for conducting testing remotely or without being
present.
• Skype, Google Hangouts, or GoToMeeting
• http://zurb.com/notable
• http://www.userzoom.com/
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“But... what do I test?”
• Usability, bugs, or other issues
• Competitive or comparative testing
• Preference
• Validation
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Free webinars
• Interactive Mechanics
http://www.interactivemechanics.com/workshops
• UX Professionals Association
https://uxpa.org/event/webinars
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Online training
• Lynda.com on User Experience
http://lynda.com
• Susan Weinschenk’s Online Courses
http://courses.theteamw.com
• Interaction Design Foundation
https://interaction-design.org
117. Community Engagement through User Experience
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Books
• Just Enough Research by Erika Hall
• User Experience Team of One by Leah Buley
• 100 Things Every Designer... by Susan Weinschenk
• Lean UX: Applying Lean Principles... by Jeff Gothelf
• Designing for Emotion by Aarron Walter
• Don’t Make Me Think by Steve Krug
119. Thank you!
M I K E @ I N T E R A C T I V E M E C H A N I C S . C O M
120. Community Engagement
through User Experience
I N T E R A C T I V E M E C H A N I C S . C O M / W O R K S H O P S
F R E E W E B I N A R / M A Y 2 3 , 2 0 1 8 / 3 : 0 0 P M E T
122. Community Engagement through User Experience
A P R I L 1 8 , 2 0 1 8 / @ I N T E R A C T I V E M E C H
Card sorting
An activity that allows users to organize or classify
items into logical groupings, most useful for information
architecture (like website structure or navigation) or
workflows (exhibit flow, interactive content). It can be
completed individually or collaboratively in small groups.
123. Community Engagement through User Experience
A P R I L 1 8 , 2 0 1 8 / @ I N T E R A C T I V E M E C H
Card sorting tips
Create your content cards in advance
Using index cards, write out your content (which can
include terms, phrases, or functions). Aim for somewhere
between 30 to 50 cards in a single sort.
124. Community Engagement through User Experience
A P R I L 1 8 , 2 0 1 8 / @ I N T E R A C T I V E M E C H
Card sorting tips
Determine which type of card sort
Choose between an open card sort (you predetermine
the content, and users define those categories and
order) or a closed card sort (you provide the categories
and order, and users determine what content fits in those
buckets).