How SEO practitioners can incorporate UX into their work.

1. Coffee and SEO talk - Jessica Lowry in the Limelight
UX Basics How SEO practitioners can
incorporate UX into their
work.

2. presentation by Jessica Lowry
UX Consultant &
Startup Founder
@jeslowry!
austinservicedesign.com!
linkedin.com/in/jeslowry

3. Who’s heard of UX?

4. Jess’s Dictionary
UX
UX is an acronym for User Experience. It
encompasses how people behave when
interacting with a service. !
!
Services can come in the form of
software, hardware, furniture, products,
intangible touch-points, etc.

5. Jess’s Dictionary
UX Design
When it comes to UX Design, there is no
single designer. Much like film
production, the design is the result of a
collaborative effort of many different
stakeholders. !
!

6. Common Myths About UX
❖ It’s a luxury project expense. !
❖ It slows down project timelines. !
❖ You have to be an “expert” to conduct research.!
❖ You have to be a “genius” to design. !
❖ It’s superficial. !
❖ It’s not scientific.

8. About your brain…
❖ Brain develops throughout our entire lifetime. !
❖ Perception is based on our past experiences. !
❖ Lower regions of the brain control our instincts. !
❖ Upper regions of the brain control our understanding. !
❖ Intelligence comes from the connection between the
upper and lower regions of our brain.!
❖ Memory is formed through associations.

10. The Creator
Name: Sean
Neighborhood Type: Urban Pioneer
Age: 26
Motto: If you can imagine it, it can be done.
Primary mode of transportation: Bike
Secondary mode of transportation: Car2Go
About: “I believe life is better on a bike. My whole world exists
within a twenty by twenty block radius. I have no reason to rely on
a car, but I occasionally use Car2Go when I need to pick up large
items I can’t carry on my bike or have delivered. If I need to pick
up friends from the airport I’ll typically use Car2Go or suggest they
take the bus which gets them downtown in 20 minutes. ”
“It’s my right as a cyclist to
dominate the road.”
Attitudes
Goals
Behavior
“I’d participate in redesigning streets using KTTS as long as I knew the city would use it.”
“I think most people are lazy if they drive a car everywhere.”
“Cars serve a purpose, but they’re also major polluters.”
“I want more people to ride bikes and drive cars less.”
“I think everyone should care about their carbon footprint. More awareness will bring change.”
“I want city planners to care about what matters most to me and thats safe streets for bikes.”
“I’m never without my phone and I’m always searching for cool new apps and blogs.”
“I like showing off my cool photos on Instagram and Facebook.”
“I participate in Critical Mass and other groups that work to bring greater awareness to cyclists on the
streets in my city and around the world.”
Project 1
creating space for everybody
I wish
there
were
bike
lanes
I wish there
were more
trees
I wish there was a park
I wish I could
walk safely
to school
I wish I felt
safe at night.

11. KTTS Service Blueprint: Beta 1
v1, 2014
Register Join Create Capture Design Comment Rate Share Analyze Report
User Actions
Moderator Contributor
Frontstage Backstage
Line of Visibility
Create
username
and
password
View all
registrations
by time &
location
Search for
projects to
join
Respond to
invite to join
project
Start a new
project
Submit edits/
modify
existing
project
Upload
photos
Submit
location
information
Line of Interaction
Design on
top of a
photo or
image
Duplicate a
design and
modify it
Add
comment to
design
Add
comment to
project
Rate a
design
Rate a
project
Share a
design via
email or
social media
Share a
project via
email or
social media
Invite friends
to register
Hide false
registrations
block bots
Send invite
to friend to
join project
Auto-notification
response to
requests
Auto-reply
msg
confirming
registration
Auto-notification
successful
upload
Auto-send
msg invite to
join
Project
owner
accesses
dashboard
Project
owner
exports data
Flag
inappropriate
content
Flag
inappropriate
user
Owner admin
settings
Owner
deletes
comments
Owner
deletes
design
Owner
deletes
photo/
location info
Remove
flagged
contributors
Remove
flagged
projects
Remove
flagged
photo/
images
Remove
flagged
designs
Remove
flagged
comments
Pull reports
by city,
project type,
user types
Pull reports
on flagged
content
Auto-notification
project
creation
Auto-notification
draft saved
Auto-notification
design
published
Auto-notification
comment
added
Auto-notification
rating added
Auto-notification
successful
external post
Auto-notification
recent
activity
Auto-notification
report sent
Database
captures
user
credentials
Database
captures
user activity
Projects
must meet
guidelines &
standards
Users only
see projects
they can join
Projects are
public or
private
User
restricted by
subscription
level
Info access
restricted by
subscription
level
Auto-notification
unsuccessful
upload
Images and
photos
restricted by
type & size
Auto-notification
unsuccessful
creation
Draft designs
can be
edited
Published
designs can
not be edited
Published
designs can
be used by
any user
Comment
edits
displayed in
thread
Moderator
can edit or
delete
comments
Share type
captured by
database
Analytic
behavior
captured
Dashboard
of reported
content
Ability to
follow up
with users
Text project
info
Report type
captured by
database
Rate
behavior
captured by
database

12. Pre-Service Period Service Period Post-Service Period
Advertisement/ Public Relations
• Scavenger Hunt
• Printed ʻzine
• Blog
• Website
“Follow ʻAliceʼ down the rabbit hole to unlock
Austinʼs wonderland.”
Social Media
Pinterest, explore curated Austin & SXSW
content
Facebook, engage in a community of like-minded
people who are visiting Austin
Twitter, ask questions and find resources
Word-of-mouth
Register to receive daily emails of Key
recommendations for SXSW.
Participate in the scavenger hunt to win
exclusive offers.
Participate in a unique service design
research project.
Past Experiences
SXSW App, SXSW Guide(s), Travel book
(s), Austin Chronicle, Foursquare, Industry
blogs, Mashable, Newspapers, local
magazines, Google Maps, Google Search
Expectations
Daily emails are going to be short and
sweet. Not too much information, but just
enough to add value to the overwhelming
amount of SXSW information.
Focus on the niche and less-known
locations in Austin that arenʼt exploding at
the seams with patrons.
Service Journey
User registers to
receive KTTS SXSW
daily emails. Each
email has a high-level
list of local
recommendations.
A B
User receives
confirmation email of
registration and invited
to complete a survey
to refine their daily
recommendations.
User locates a
scavenger hunt poster
and is invited to
redeem a local special
offer.
At the bottom of each
daily email is a call to
action to participate in
a city-wide scavenger
hunt to enter a chance
to win prizes.
User redeems local
offer and is invited to
participate in a UX
activity to enter a
chance to win a prize.
E F
User invited to
participate in a end of
SXSW survey and
rewarded with a
SXSW playlist.
C
D
Experiences
Recommendations are tailored by the feedback received from
participants completing the online survey (and sending emails or other
electronic messages). The personalization of the recommendations
relieves the pressure to search out activity options from multiple
sources. User is able to relax and not worry as much about missing
great content or experiences during SXSW. Content feels fresh,
contextual and relevant (weather, spontaneous events, etc.).
Customer Relationship
Management
Get Satisfaction is the easiest way to
supercharge a customer-driven product
development process. Customers are able
to give us actionable feedback on what
they want from our products and services.
Additionally, weʼll being using Survey
Monkey, Emails, Facebook, Twitter,
Optimal Workshop & Google Analytics
Social Media
Foursquare, check-in at KTTS
recommendations and scavenger points
Path, keep a record of your SXSW
adventure and KTTS experiences
Tumblr, discuss the KTTS and SXSW
experience with others
Instagram, share memories
Word-of-Mouth
Key to the Street produced an out of the
ordinary promotion at SXSW that was
cross-channel, creative and added value to
those who participated. The holistic brand
experience showcased the service that will
be delivered once the product is launched.
This startup is worth investing in.
Satisfaction/ Dissatisfaction
The experience was unusual and provided
unexpected recommendations. Some of
the recommendations were a bit out there,
but all of them were interesting and
receiving them broadened my
understanding of Austin during SXSW. I
was pushed out of my comfort zone a little.
The KTTS Customer Journey Canvas! SXSW 2013 Promotion & Research

14. Key Points…
❖ UX Assets enable everyone working on the project to
share the same mental model. !
❖ UX Research can help you connect human beings to
metrics and data. !
❖ Storytelling is the most effective way to uncover
commonly overlooked gaps/issues.