Introduction to User Experience Design

1. +
Lynn Teo
Creative Director, Experience Design
SapientNitro NewYork
Experience Design
An introduction of concepts and methods

2. 2
+
Experience Design – let’s start at
the basics
n What does “experience” mean to you?
n When you think of the best experiences
you’ve had, what makes them memorable?
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

3. 3
+
Once-in-a-lifetime or past experiences
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

4. 4
+
Experiences tied to quality & style
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

5. 5
+
Experimentation and try-before-buy
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

6. 6
+
Melding of virtual and real world
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

7. 7
+
No-frills but efficient is an experience
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

8. 8
+
What is Experience Design?
n Starts by uncovering the consumer’s
journey and then identifies potential brand
engagement touch points
n Recognizes and acknowledges consumer’s
needs, wants, and emotions
n Is channel-agnostic
n Ultimately dovetails with business strategy
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

9. 9
+
3 Key Concepts in Experience Design
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
Audience
Touchpoint Context

10. 10
+
3 Key Concepts in Experience Design
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
Audience
Touchpoint Context
• Who is your consumer?
• Are they prospects or
existing customers?
• What are their needs
and objectives?

11. 11
+
3 Key Concepts in Experience Design
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
Audience
Touchpoint Context
• What is the
consumer’s
journey?
• What are the
strengths of
each channel
touchpoint
• Where are the
handoffs?

12. 12
+
3 Key Concepts in Experience Design
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
Audience
Touchpoint Context
• Are there any
challenges in
trying to
engage with
the consumer?
• What are the
consumer’s
priorities?
• What will they
do next?

13. +
Creating
Integrated Campaigns

14. 14
+
Audience
n Who are you speaking to?
n Are you trying to:
n Persuade
n Inform
n Entertain
n Influence
n Get the consumer to modify their behavior
n What should the message be?
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

15. 15
+
Audience
n What research are you conducting to
understand your consumer?
n Some methods to use
n Ethnography (or other Primary Research)
n Secondary Research
n Surveys
n Focus Groups
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

16. 16
+
Audience
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

17. 17
+
Touchpoint
n What channels are the consumers using?
n Is the mode of user behavior different at
each channel?
n Are there patterns in the journey where
n Specific “channel pairs” occur?
n Tasks are commonly performed across a large
% of your consumers?
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

18. 18
+
Touchpoint
n How are you documenting the consumer’s
journey?
n Some methods to use
n Taskflows
n Narratives
n Storyboards
n What are the unique opportunities offered
by each channel?
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

19. 19
+
Touchpoint
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

20. 20
+
Context
n What is the consumer’s situation when they
are interacting with each touchpoint?
n Things to look out for
n Triggers
n Pain points
n Environmental influences
n User priorities
n Distractions or points of disengagement
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

21. 21
+
Context
n Are you creating campaigns that take into
account the user’s context?
n Some considerations
n Search keywords used
n Point of entry to your message
n Personalization
n Tracking and monitoring the consumer’s
behavior
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

22. 22
+
Context
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
Ways to locate projects – for online users
Ways to locate projects – for TV viewers

23. 23
+
Context
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
DIY homepage – feature area for weekdays

24. 24
+
Context
L.Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
DIY homepage – feature area for weekends

25. +
Thank you
It was a pleasure to be here today!
Lynn Teo
lynnteo@yahoo.com
www.linkedin.com/in/lynnteo