An equal balance of creativity and analysis is to be found in great user experiences. Unfortunately, the best ones are often not selected because they have been poorly communicated. Robert explores the role and importance of design communication in being a more effective user experience professional.

1. Communication is the key to effective user experience Have the impact you deserve

2. Some ground rules Discussions are more fun than talks Ask questions Volunteer information

3. A little bit about me

4. User Experience

5. A definition "User experience" encompasses all aspects of the end-user's interaction with the company, its services, and its products. The design of the whole experience a person feels when using a Web site, both online and offline. Includes such online factors as ease of use and content, as well as such offline factors as fulfilment and customer service. The creation of the architecture and interaction models that impact a user's perception of a device or system. The scope of the field is directed at affecting "all aspects of the user’s interaction with the product: how it is perceived, learned, and used." User experience (UX) represents the perception left in someone’s mind following a series of interactions between people, devices, and events – or any combination thereof. The design of an experience a person has when interacting with a specific design. This can range from a specific artefact, such as a cup, toy or website, up to larger, integrated experiences such as a museum or an airport.

6. My definition of User Experience the creation of a digital design that is: usable useful and engaging

7. How do we do that?

8. A variety of skill sets / techniques / tools User research Ethnographic research Field research Directed interviews User Requirements Gathering Business requirements Gathering Stakeholder management Personas User Journeys Site maps Process flows Wireframes (Lo & Hi-fidelity) Specifications Prototypes Content Strategy Voice & tone guidelines Content Management principles Taxonomies Content Matrices Journey mapping Free play user testing Card sorting Feature prioritisation activities Guerrilla / informal user testing Formal testing Search log analysis Web analytics analysis ….

9. A variety of skill sets / techniques / tools UX makes the nebulous concrete What’s missing?

10. But first a few questions

11. A few questions Why did you chooseUser Experience?

12. A few questions How do you define success?

13. A few questions What are your frustrations?

14. A few questions Who decides? and why? What’s missing?

15. The missing element

16. Communication skills “it is useless to be a creative, original thinker unless you can also sell what you create” -- David Ogilvy

17. Excellent technical skills Poor communication skills Thoughts from a veteran

18. Poor technical skills Excellent communication skills Thoughts from a veteran

19. Excellent technical skills Excellent communication skills Thoughts from a veteran An effective user experience

20. A little bit about value

21. Your work is valuable To the user To the client / project owner To your company To yourself

22. Value to user Have an experience that isuseful, usable andengaging

23. Value to the client / project owner Ensure they hit their targets Accomplish their goals Get their bonus Get promoted

24. Value to your company Agency Revenue Keep customers happy Awards / Case studies Bring clarity / Reduce risk Client-side Increase revenue / Reduce costs Keep stakeholders happy Pay for your FTE Bring clarity / Reduce risk

26. 1 person = 4 weeks

27. Average day rates for UX

28. Freelance -- £250 - £600

30. Value to yourself Pride Portfolio Your reputation and brand

31. Brand: A definition “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.” -- Seth Godin

32. A little bit about brand The communication of the work IS your brand The quality of the finish is representative of the quality of the thinking

33. our Work is our brand

34. So... Why do we destroy the value of the work with poorly communicated deliverables?

35. Physician heal thyself

36. Improve the value of your work Know your user Make it Useful Make it Usable Make it Engaging

37. Thank you Some facts about Robert Work history 6 ½ years in the US high-tech industry client-side US West, Intel, Trilogy, Convio 9 ½ years in the UK Sapient, FullSix, DNA, LBI, Seren, Electronic Ink, GrandUnion On a wide variety of use domains Web(B2C, B2B, B2E), Device, Mobile, Consumer software, Enterprise software, client-server, IVR On a wide variety of industries Retail, Grocery, Consumer Electronics, Government, Energy, Telecom, Leisure, Construction, Financial services, Non-profit Educational History He studied for a PhD in Cognitive Psychology but got bored at the final hurdle and decided work was better – one of the best decisions of his life He is a proud father to Georgina Robert M. FeinDirector of User Experience grandunion m: +44 (0)7803 605 666 t: +44 (0)20 7908 0708f: +44 (0)20 7908 0701 Moray House23-31 Great Titchfield StreetLondon, W1W 7PAwww.thegrandunion.com Note: He is looking to hire a Mid-weight and a Junior UX