Coffee and SEO talk - Jessica Lowry in the Limelight

UX Basics How SEO practitioners can incorporate UX into their work.

presentation by Jessica Lowry

UX Consultant & Startup Founder

@jeslowry!austinservicedesign.com!linkedin.com/in/jeslowry

Who’s heard of UX?

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.

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. !!

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.

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.

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.”

“It’s my right as a cyclist to dominate the road.”

The Creator Name: Sean Neighborhood Type: Urban Pioneer Age: 26Motto: 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. ”

creating space for everybody

Project 1

I  wishtherewerebikelanes

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.

KTTS Service Blueprint: Beta 1

Register Join Create Capture Design Comment Rate Share Analyze Report

v1, 2014Us

er A

ctio

nsFr

onts

tage

Back

stag

eM

oder

ator

Cont

ribut

or

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 mediaInvite friends

to register

Hide false registrations block bots

Auto-notification response to

requests

Auto-reply msg

confirming registration

Auto-notification successful

upload

Auto-send msg invite to

join

Send invite to friend to join project

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

Projects are public or private

Users only see projects they can join

User restricted by subscription

level

Info access restricted by subscription

level

Images and photos

restricted by type & size

Auto-notification

unsuccessful upload

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

The KTTS Customer Journey Canvas! SXSW 2013 Promotion & Research

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 contentFacebook, engage in a community of like-minded people who are visiting Austin Twitter, ask questions and find resources

Word-of-mouthRegister 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

ExpectationsDaily 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.

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.).

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.

Service Journey

Word-of-MouthKey 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.

Social Media Foursquare, check-in at KTTS recommendations and scavenger pointsPath, keep a record of your SXSW adventure and KTTS experiences Tumblr, discuss the KTTS and SXSW experience with others Instagram, share memories

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

Pre-Service Period Service Period Post-Service Period

User registers to receive KTTS SXSW daily emails. Each email has a high-level list of local recommendations.

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.

User invited to participate in a end of SXSW survey and rewarded with a SXSW playlist.

A B

CD

E F

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.