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How To Build A Great User Experience Team

I have built and managed user experience teams for almost 15 years. Hope you find some value in some of my learnings along the way.

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How To Build A Great User Experience Team

  1. How to build a great User Experience team
  2. Dave Lougheed <ul><li>VP User Experience at Klick </li></ul><ul><li>Former VP Customer Experience at Indigo Books & Music </li></ul><ul><li>Over 13 years of e-business consulting and leadership </li></ul><ul><li>Many fortune 500 clients including AOL, Nike, Starbucks, BMW </li></ul><ul><li>Specialty in User Experience </li></ul>
  3. Um, what’s UX?
  4. Restaurants vs.
  5. <ul><li>Is the place easy to find? </li></ul><ul><li>Did you feel welcome? </li></ul><ul><li>Did you understand the menu? </li></ul><ul><li>Was the food good? </li></ul><ul><li>Was the service friendly? </li></ul><ul><li>Did your food arrive quickly? </li></ul><ul><li>Did the bill arrive when you asked for it? </li></ul>
  6. Web sites vs.
  7. <ul><li>Is the site easy to find? </li></ul><ul><li>Was it easy to find the information you wanted? </li></ul><ul><li>Did the instructions make sense? </li></ul><ul><li>Did the site load quickly? </li></ul><ul><li>Was the look and feel of the site appealing? </li></ul><ul><li>Were you able to do what you came to do? </li></ul>
  8. One simple question:
  9. Would you recommend it to your friends?
  10. OK, so how does one build a great web experience?
  12. XD IA D ID CS US
  13. XD
  14. Experience Director <ul><li>Creates and owns a vision for a web site </li></ul><ul><li>Oversees the exercise of bringing that vision to life </li></ul><ul><li>Can effectively steer a multidisciplinary team towards a common goal </li></ul>
  15. XD Personas
  16. XD Personas Scenarios
  17. XD Scenarios User Experience Vision Personas
  18. XD Scenarios User Experience Vision Personas User Experience Document (UED)
  19. Good Experience Directors… <ul><li>Know how to resolve the tension between form and function </li></ul><ul><li>Know what is possible on the web but also like to push boundaries </li></ul><ul><li>Can effectively translate amongst disciplines </li></ul><ul><li>Often have design backgrounds but can come from any discipline </li></ul>
  20. XD IA
  21. Information Architect <ul><li>Like an architect creates blueprints for houses, IAs create the wireframes for websites </li></ul><ul><li>Think through and document flows and complex interactions </li></ul><ul><li>Make key information “findable” </li></ul>
  23. XD IA Site Map
  24. XD IA Site Map Flows
  25. XD IA Site Map Flows Wire frames
  26. XD IA Site Map Flows Wire frames Interaction Design Document (IDD)
  27. Good IAs… <ul><li>Put business objectives and user needs first </li></ul><ul><li>Leverage best practices </li></ul><ul><li>Ensure interaction design aligns with business requirements </li></ul><ul><li>Are diplomatic but resolute </li></ul>
  28. Designer <ul><li>Colour, typography, creative elements, branding, art work </li></ul><ul><li>Work closely with a XD/CD or Art Director to execute creative concepts </li></ul><ul><li>Work in Photoshop, Illustrator, Flash </li></ul>
  29. XD IA D
  30. XD IA D Mood Boards
  32. XD IA D Mood Boards Mock-ups
  34. Good Designers… <ul><li>Understand the difference between art and design </li></ul><ul><li>Have good working knowledge of what is possible in web vs. print </li></ul><ul><li>Take creative direction like a pro </li></ul><ul><li>Be a good designer(!) </li></ul>
  35. XD IA D ID
  36. Interface Developer <ul><li>Write code (HTML, Javascript, CSS) to bring web pages to life </li></ul><ul><li>Understand Search Engine Optimization (SEO) </li></ul><ul><li>Create standards-compliant code </li></ul><ul><li>Some can program in Flash/ActionScript </li></ul>
  37. XD IA D ID HTML CSS DHTML XHTML JavaScript Flash ActionScript
  38. Good Interface Developers… <ul><li>Know when to innovate and when to reuse </li></ul><ul><li>Stay on top of new techniques </li></ul><ul><li>Are very, very detail oriented </li></ul>
  39. XD IA D ID CS
  40. Content Strategist / Copywriter <ul><li>Creates engaging copy that extends the client’s brand message </li></ul><ul><li>Creates instructional content, FAQs, product descriptions, etc. </li></ul>
  41. XD IA D ID CS Tone and Manner Instructional Content Product Descriptions FAQs Copywriting
  42. Good Content Strategist / Copywriters… <ul><li>Are hungry for research and collateral </li></ul><ul><li>Can stick to a vision of tone and manner </li></ul><ul><li>Recognize that copy is “the easiest thing to critique and change” </li></ul>
  43. XD IA D ID CS
  44. Usability Specialist <ul><li>Ensures proposed designs/solutions make sense from a user’s perspective </li></ul><ul><li>Plan, conduct, and report on the results of usability testing exercises </li></ul><ul><li>Leverage best practices and competitive intelligence </li></ul>
  45. XD IA D ID CS US
  46. XD IA D ID CS US Usability Testing Heuristic Evaluation Card Sorting Competitive Analysis User Interviews
  47. Good Usability Specialists… <ul><li>Look for ways to get real feedback from users by any means </li></ul><ul><li>Understand how to interpret feedback from users </li></ul><ul><li>Understand web best practices </li></ul><ul><li>Are patient </li></ul>
  48. XD IA D ID CS US
  49. So, how do I get started?
  50. Dave’s e-z career building tips <ul><li>Give it away for free. </li></ul><ul><li>Network. Network. Network. </li></ul><ul><li>Focus on what you love. </li></ul><ul><li>Get used to being in over your head. </li></ul><ul><li>Network. Network. Network. </li></ul>
  51. Discussion
  52. Thanks!
  53. @UXToronto