User Experience Design: A Primer for Marketers
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A high-level overview of the creative process of user experience design.
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User Experience Design: A Primer for Marketers
- 1. thinkLA // 24 March 2015 USER EXPERIENCE DESIGN: A PRIMER FOR MARKETERS JASON BRUSH
- 2. IN THE PAST…
- 4. advertise (v.) from Latin advertere : “turn toward”
- 5. design (v.) from Latin designare : “mark out, devise, choose, designate, appoint”
- 6. Meeting People’s Needs Long-term Impact Shaping Culture & Opinion Short Term Impact DESIGN’S RELATIONSHIP TO CLIENT INTERESTS USER-CENTERED DESIGN CAMPAIGN CREATIVE BRAND DEVELOPMENT VISUALIZATION
- 7. UBER is worth $40B Doesn’t Own Vehicles Facebook is worth $236B Doesn’t Make Content airbnb is worth $10B Doesn’t Own Real Estate WHAT IS THE VALUE OF GREAT USER EXPERIENCE?
- 8. Over the last 10 years design-led companies have maintained significant stock market advantage, outperforming the S&P by an extraordinary 228%. — DMI Design Value Index
- 9. CREATIVE AGENCIES’ DIFFERING AREAS OF PRACTICE Communication Product Design PhysicalDigital BRANDING TV, OOH, PRINT ADVERTISING PACKAGING DIGITAL CONTENT WEBSITES CRM ECOMMERCE USER INTERFACE STORE EXPERIENCES INDUSTRIAL DESIGN
- 10. DIGITAL IS CHANGING THE CREATIVE AGENCY’S PURVIEW Communication Product Design PhysicalDigital BRANDING TV, OOH, PRINT ADVERTISING PACKAGING DIGITAL CONTENT WEBSITES CRM ECOMMERCE USER INTERFACE STORE EXPERIENCES INDUSTRIAL DESIGN
- 15. USER EXPERIENCE DESIGN Human Computer Interaction Interaction Design Human Factors Visual Design Information Architecture Architecture Content Industrial Design Sound Design DAN SAFFER @ODANNYBOY
- 16. USER EXPERIENCE DESIGN Human Computer Interaction INTERACTION DESIGN Human Factors Visual Design Information Architecture Architecture Content Industrial Design Sound Design DAN SAFFER @ODANNYBOY
- 17. Interaction Design (IxD) defines the structure and behavior of interactive systems. Interaction Designers strive to create meaningful relationships between people and the products and services that they use, from computers to mobile devices to appliances and beyond. — Interaction Design Association
- 18. Interaction design is about shaping digital things for people’s use. — Jonas Löwgren
- 19. Behavior is our medium. — Robert Fabricant
- 21. (POOR) PROBLEM ARTICULATION We need a new website. We need to improve our product detail page. We need a mobile app. We need a new social campaign. EMPATHIZE EXPLORE EXECUTE
- 22. HOW MIGHT WE…? EMPATHIZE EXPLORE EXECUTE
- 23. EMPATHIZE EXPLORE EXECUTE We need a [solution(s)] for [person/people] to [achieve a particular goal]. ARTICULATE PROBLEM HOW MIGHT WE…?
- 24. - Competitive research - Market research - User research - Engineering capabilities & constraints - Strategic insights - Target users - User needs - KPIs - Platform(s) - Creative Brief UNDERSTAND SYNTHESIZE IMPLEMENT IDEATE - Low Fidelity visualizations - Technology proofs-of-concept - User testing - Engineering feasibility analysis PROTOTYPEEVALUATE - Interaction - Visual design VISUALIZE - Collaborate with engineering to execute - Validate & optimize at scale
- 26. WHEN PLANNING RESEARCH, DEFINE: OBJECTIVES What do you want to learn? ASSUMPTIONS What do you believe to be true? METHODS How are you going to gain insight?
- 27. WHEN PLANNING RESEARCH, ASK: Who are your users? What makes them unique? If you’re targeting multiple groups of users, what are your priorities? Why? What will success look like for different users?
- 28. POOR QUESTION How do people buy video games?
- 29. BETTER QUESTION How do moms buy video games for their kids in a store?
- 30. WHEN PLANNING RESEARCH, DON’T MAKE IT MORE COMPLICATED THAN IT NEEDS TO BE: What research do you currently have? What data do you currently collect? What data out in the world already? What third-party reports exist?
- 31. WHEN PLANNING RESEARCH, TAILOR YOUR PLAN TO YOUR RESOURCES How much time do you have? What is the minimum amount of research you can do and still gain some insight?
- 32. EXAMPLE RESEARCH TACTICS SURVEYS CONTEXTUAL INQUIRY (E.G., IN-HOME INTERVIEWS) JOURNEY MAPPING / TASK ANALYSIS USER DIARIES FOLLOW-AROUNDS / SHOP-ALONGS CARD SORTING CONCEPT RANKING GENERATIVE EVALUATIVE
- 33. If you want to find out what people really need, you have to forget about your problems and worry about their lives. — Dale Carnegie
- 34. INQUIRY Ask people what they do. PARTICIPATION Try what people experience. OBSERVATION Look at what people do. METHODS FOR EMPATHY
- 35. The only way to experience an experience is to experience it. — Bill Moggridge
- 36. BAD RECRUITING = BAD INFORMATION Define the precise criteria for the people to whom you want to speak — and to whom you don’t want to speak.
- 37. WHEN TALKING TO PEOPLE, ASK: Who…? What…? Where…? When…? Why…? How…?
- 38. TALKING TO PEOPLE DOESN’T HAVE TO BE COMPLEX OR EXPENSIVE Use internal resources not on the project. Use Facebook, Twitter, etc. to recruit Web surveys Do Interviews over Skype, Hangouts, etc. Use Lync, Adobe Connect, etc. to get users input on existing products. …and more. Be inventive!
- 40. BOOKS TO READ Designing for the Digital Age by Kim Goodwin The User is Always Right by Steve Mulder About Face: The Essentials of Interaction Design by Alan Cooper
- 41. IDEATE
- 42. DIVERGENCE / CONVERGENCE Objective SolutionCreate Choices Make Choices DIAGRAM AFTER TIM BROWN @TCEB62
- 43. A building must be considered “with due reference to function, structure, and beauty” — Vitruvius, 80 – 15 BCE
- 45. WHAT IS THE STORY OF PEOPLE’S INTERACTION WITH YOUR EXPERIENCE?
- 46. USE PIXAR’S FORMULA TO DESCRIBE YOUR EXPERIENCE 1. Once upon a time there was … 2. Every day … 3. One day … 4. Because of that … 5. Because of that … 6. Until finally …
- 47. USE PIXAR’S FORMULA TO DESCRIBE YOUR EXPERIENCE 1. Once upon a time there was … 2. Every day … 3. One day … 4. Because of that … 5. Because of that … 6. Until finally … BEFORE YOUR EXPERIENCE AFTER YOUR EXPERIENCE
- 48. START BY WRITING SCENARIOS [A person] needs to [accomplish a task] so that she or he can [achieve some benefit].
- 49. CORE UX DESIGN ACTIVITIES INFORMATION ARCHITECTURE Describing the organization of systems so that people can easily navigate them. MENTAL MODELS Describing what people understand about how a system works. INTERACTION MODELS Describing the specific behavior of interactions.
- 50. Mental models are what people really have in their heads and what guides their use of things. — Don Norman
- 53. PROTOTYPE A model of a system used to demonstrate and evaluate its behavior. PROOF OF CONCEPT A demonstration that a particular technology can produce a desired effect.
- 54. DESIGNING INTERACTIONS (PER BILL VERPLANK) “HOW DO YOU DO?” “HOW DO YOU FEEL?” “HOW DO YOU KNOW?” What does the user need for interaction?
- 55. DESIGNING INTERACTIONS (PER BILL VERPLANK) “HOW DO YOU DO?” “HOW DO YOU FEEL?” “HOW DO YOU KNOW?” How does your interaction with the system make you feel?
- 56. DESIGNING INTERACTIONS (PER BILL VERPLANK) “HOW DO YOU DO?” “HOW DO YOU FEEL?” “HOW DO YOU KNOW?” How do you know the system has done what you want it to do?
- 57. Designing in the absence of content is not design. It’s decoration. — Jeffery Zeldman
- 58. Time Pixel-Perfect Visual Design Handdrawn Sketch TIME COST OF MAKING DESIGNS Low-fidelity Storyboards High-fidelity Wireframes TIME COST OF EXPLAINING DESIGNS FINDING THE RIGHT BALANCE OF FIDELITY FOR YOUR PROJECT DIAGRAM AFTER DAVID SHERWIN @CHANGEORDER
- 59. Context Fidelity FULL EXPERIENCELIMITED USE CASES PAPER PROTOTYPE WIZARD OF OZ CLICK-THROUGH MOTION STUDY CODE
- 60. Number of Variations Needed to Evaluate Design MICROINTERACTIONS SYSTEM DESIGN Fidelity Needed to Evaluate Design “details that make the experience delightful, humane, and effective” — Dan Saffer
- 65. BOOKS TO READ Designing For Interaction The Design of Everyday Things by Don Norman Sketching User Experiences by Bill Buxton Microinteractions by Dan Saffer
- 66. IMPLIMENT
- 67. If you cannot measure it you cannot improve it. — Lord Kelvin
- 68. A VS B 100,000 users get option A 100,000 users get option B
- 69. A B
- 70. A A CVS B
- 71. A A C B
- 72. A A C B
- 73. A B C TESTING DIFFERENT MICROINTERACTIONS…
- 74. BUSINESS TRAVELERS LEISURE TRAVELERS CALIFORNIANS DIFFERENT DESIGNS CAN PROVE TO BE MORE EFFECTIVE FOR DIFFERENT AUDIENCES
- 75. IN CONCLUSION…
- 76. Less, but better. — Dieter Rams
- 77. THANKS