User Experience Techniques: Inspiring Users to Identify What They Didn't Know They Needed A MITX User Experience Event

1. Dean Whitney
President ‐ Interac2ve
Site: www.garfieldgroup.com
Twi8er: @deanwhit

2. Integrated Marketing
Results (KPIs) Tactics
• Search rank • Websites/blogs
• Audience Acquisition • Lead gen programs
• Brand recognition • Organic Search
• Apps (Twitter, Facebook)
• Quality of Engagement
• Social Media
• Leads & Customers
• Branding/Print
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3. Not everyone is the same
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4. They influence each other…
2009
4 Billion Tweets
2010
40 Billion Tweets
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5. The consumer decision journey
• Consumers are moving outside the
purchasing funnel—changing the way they
research and buy your products.
McKinsey & Company
JUNE 2009 • David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik000
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6. 11/15/09 Garfield Group Page 6

7. Insights
Observations
discovery
Ideation
BIG IDEA

8. User Experience Principals
- Sacri ce features for time
- Involve end users early
- Strive for a co-creation
experience
- Leverage social networks
- Use free/low cost tools
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9. Feature Rich – Experience Poor
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10. Confiden>al
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11. Target Audience
• Influencers
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12. Confiden>al
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13. Feature Creep
Research Findings Feature Set
Wireframes
Strategy
Business
Requirements

14. Agile Development
Microsoft Release History
1985 2007
Flickr Release History
2004 O’Rielly Radar – October 2006 2006
Agile Iterative Development Benefits
Release early and often (perpetual Faster time to market / Reduced risk
beta)
Closer relationship with customers
Trust users as co-developers and real-
Real-time data to make quantifiable
time testers
decisions
Incrementally release new products
Increased responsiveness
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15. Features matrix

16. Involve end users early
Implementation Jun Jul Aug Sep Oct Nov
Finalize features and requirements, set up
issue tracking
Detailed Design, business process modeling,
proof of concept (POC), portal staging
Implement hosting, platform configuration,
feature backlog/iteration plan
Template development, custom applications,
custom data services, 3rd Party integrations
QA and performance testing, UAT testing
User training & Roll-out (TPA, Admin)
Launch Plan
POC Closed Beta Launch
Alpha
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17. Social Media Operations
Promotion
✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
Reputation
✓ ✓ ✓ ✓ ✓ ✓
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18. Social Media Monitoring
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19. Social Media Monitoring
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20. User Experience Principals
- Sacri ce features for time
- Involve end users early
- Strive for a co-creation
experience
- Leverage social networks
- Use free/low cost tools
11/15/09

21. Dean Whitney
President ‐ Interac2ve
Site: www.garfieldgroup.com
Twi8er: @deanwhit