bynd on getting ux right for digital marketing

© Copyright 2013 Beyond. All rights reserved. Private and Confidential

integrating ux in to a growth digital agencyby Andrew Shanley


WHAT’S COMING UP...


What’scoming up

➡ The Growth Digital Agency (GDA) Challenges

➡ Introduction to UX

➡ Why UX matters/ROI

➡ Current and future issues

➡ The Working UX team

➡ UX Vs IA

➡ Where UX fits in to the development cycle

➡ What service we provide, and when (Engagement model)


THE GROWTH DIGITAL AGENCY (GDA) - CHALLENGES


Challenges ➡ Cost: "UX is expensive - we can't afford it"

➡ Importance: "UX will eats in to project time"

➡ Agency size: "Do we need to a UX department?"

➡ Understanding: "Clients don't get UX.. WE don't get UX"

➡ Is it really being practiced? : "We already do wireframes!"

A Growth Digital Agency is an agency that's growing fast!

With this comes it's own challenges.

Some common themes

© Copyright 2012 Beyond. All rights reserved. Private and Confidential© Copyright 2013 Beyond. All rights reserved. Private and Confidential

SO WHY DO UX IN THE FIRST PLACE


Coined by Dr. Donald Norman*, 'user experience' (UX) is "design centered on the user’s wants and needs – an experience that gets beyond business goals and digs into users’

goals" (circa 1993)

UX is the notion that not only design but strategic decisions should be based on the needs and wants of users.

a definition

*Norman is a cognitive science researcher, co-founder of Nielsen Norman Group and former vice-president of Apple.

http://www.nngroup.com/about/http://www.ux-lx.com/donn.htmlhttp://www.ixdstudio.com/blog/8-things-every-ui-designer-should-know/http://uxdesign.smashingmagazine.com/2010/10/05/what-is-user-experience-design-overview-tools-and-resources/

http://www.nngroup.com/about/









UX design is driven by consideration of the moments of engagement, or touchpoints, between people and brands, and the ideas, emotions, and memories that these moments

create.

in a commercial context

RAZOR BRANDING™: BRANDING TOUCHPOINTS: http://www.therussogroup.com/branding-touchpoints/

http://www.therussogroup.com/branding-touchpoints/

http://www.therussogroup.com/branding-touchpoints/


A better definitionCLIENT

needs

userneeds

The product moment of engagement the experience

userneeds

CLIENTneeds

strategy


WHY UX MATTERS


User centered product + increased client buy-in + user testing at earlier stages =Fewer latter-stage iterations and code-rewrites

the roi of uxReduced COST

Increased profuctivity

Increased sales

Increased brand loyalty

Increased brand advocacy

Users can fulfill their tasks faster, less effort required

Pan points reduced, reduced barrier to sales(http://www.uie.com/articles/three_hund_million_button/)

Pleasant emotions and memories associated with product and brand...

..tell all your friends about it!

UX Basics & The ROI Of UX: http://www.slideshare.net/algorhythm/ux-basics-the-roi-of-ux

http://www.uie.com/articles/three_hund_million_button/

http://www.uie.com/articles/three_hund_million_button/

http://www.slideshare.net/algorhythm/ux-basics-the-roi-of-ux



User centred product + increased client buy-in + user testing at earlier stages =Fewer latter-stage iterations and code-rewrites

the roi of uxReduced COST

Increased profuctivity

Increased sales

Increased brand loyalty

Increased brand advocacy

Users can fulfill their tasks faster, less effort required

Pan points reduced, reduced barrier to sales(http://www.uie.com/articles/three_hund_million_button/)

Pleasant emotions and memories associated with product and brand...

..tell all your friends about it!

UX Basics & The ROI Of UX: http://www.slideshare.net/algorhythm/ux-basics-the-roi-of-ux

Or, rather than increased brand advocacy, could the measure be a reduction in brand opposition ?




userneeds

CLIENTneedsSo, we need to sell this approach ( )

back in to the client

There is much

value to be had.. ..in designing

around user needs


UX SCOPE: WHERE UX GETS INVOLVED


the user experience strategyUXers sit further toward the ‘person’ end of the scale, focusing on understanding end users, stakeholders, and what is going to work well for them as a wholistic experience.

The GDA's UX team should work closer with the Insights, analytics and research departments

The GDA's UX teams' aim is to add strategic value to project teams.

The Elements of User Experience (2002)Jesse James Garrett http://www.jjg.net/elements/

http://www.jjg.net/elements/

http://www.jjg.net/elements/


gda ux team touchpoints: bridging disciplines

uxBridging UX with those associated disciplines, on

either side, in other areas of the company

strategy

dev.

User researchContent strategy

Information architecture

Interaction design

Usability

Visual design





strategy

dev.



Interaction design

Usability

Visual design

information architecture





strategy

dev.



Interaction design

Usability

Visual design

information architectureTest

hypothesis

Testhypothesis

Testhypothesis


GDA TEAM AND STRUCTURE


gda ux team

ux

user researcher information architect user testerFocuses in gathering insights about

the users from social networks, surveys, interviews and workshops.

Creates personas to symbolically represent end-user groupings

Creates hypotheses, researches holistic and competitor environments, works with personas and user research take-aways to create navigation and hierarchical structures (flow diagrams, site maps,

content maps, wireframes, story boards, etc)

Tests hypotheses. Creates walk-throughs using Axure,

or Invision App.


gda ux competency levels

Information Architect (IA) UX Senior UX

➡ User Experience concerns emotion

➡ Emphasis on facilitating engagement

➡ Bridging research and design teams

➡ Training IA and mid-weights

➡ Brief / RFP interpretation

➡ IA concerns structure

➡ Emphasis on deliverables

➡ Very hands on

➡ BAU: Business as usual work

➡ Aspire to grow in to UX role

title

Competency

emphasis

Junior Mid-Weight Senior


ISSUES IDENTIFIED


what we’ve heard you say (account managers)

The poor mans designer"Let's just do some wireframes"

= We know UX needs to be applied, but we don't quite get the where, when and how...

The afterthought (usability audit)"We've done this design, it's not quite

working, can you look at it?"[on a new project]

The buzz word"This needs to be UX'd"


Why? Because UX is not UI - It's much more...

SurfaceVisual design

SkeletonInterface designNavigation designInformation design

StructureInteraction designInformation architecture

ScopeFunctional specsContent requirements

StrategyUser needsClient / product objectives

Iceberg of IA, Peter Morville 2000


Why? Because UX is not UI - It's much more...

www.uxisnotui.com

http://www.uxisnotui.com

http://www.uxisnotui.com


HOW WE CAN MAKE THIS EVEN BETTER


We must continue to avoid the user experience from becoming the final part of the equation

UX is not (only) about design or wireframes, nor is it solely about creating and handing off design deliverables.

Design


UX touches pretty much all stages of the project lifecycle

D e p l oy m e n t

B u s i n e s s a s u s u a l ( B A U )

S t r at e gy a n d p l a n n i n g

D e v e l o p m e n t D e s i g n

R e q u i r e m e n t s a n a lys i s a n d

u s e r r e s e a r c h


..It's more like thisD e p l o y m e n t


S t r at e g y a n d p l a n n i n g

D e v e l o p m e n t D e s i g n a n du s e r t e s t i n g

R e q u i r e m e n t s a n a lys i s a n d

u s e r r e s e a r c h

C l i m a t e / h o l i s t i c / b e s t o f b r e e d r e s e a r c h

C o l l e c t a n d i n t e r p r e t s o c i a l d a t a , a n a l y t i c s a n d s e a r c h d a t a

I n t e r p r e t i n g c l i e n t / s t a k e h o l d e r b r i e f

D e t e r m i n e u s e r s t o r i e s ,

W o r k s h o p s , s u r v e y s a n d i n t e r v i e w s

W i r e f r a m i n g a n d s t o r y b o a r d i n g

P r o t o t y p i n g

C r e a t i n g a n d w o r k i n g o f f p e r s o n a s

P r e s e n t a t i o n s

Q u a l i t y a s s u r a n c e ( Q A )

Q u a l i t y a s s u r a n c e ( Q A )

A / B a n d c l i c k t e s t i n g

Put in to perspective

C o n t e n t a u d i t

P r o c e s s f l o w s / u s e r j o u r n e y s

C a r d s o r t - > S i t e m a p / c o n t e n t m a p


Engagement model:On what scale should UX resource be used?

With a small team and a large amount of work coming in, how can we ensure only those projects requiring UX, get UX. Rule of thumb: UX to be used when the following criteria

is met (this will differ per GDA):

Websites, intranets, microsites

Any budget, any size

To be reviewed as UX team grows. If in doubtTalk with the Head of UX

infographics and single facebook pages

N/A - unless complex

Channels[E.g. Youtube/other]

Smaller project with lesser budgets


Engagement model:At what point should UX be kicked off?

Head of UX is to work closely with producers and accounts to assist with:➡ Defining UX scope of work i.e. what UX process to use*➡ Timings➡ UX/IA resource allocation

*The scope of UX required differs project to project.

Some projects may require wireframes only.

Some may require full research, surveys, interviews, stories, site maps, journeys, prototypes, wireframes.

D e p l oy m e n t


Strategy and planning

D e v e l o p m e n t

R e q u i r e m e n t s a n a lys i s

D e s i g n

S t r at e gy a n d p l a n n i n g

here


Integrating UX in to a largely tech-focused agile way of working (difficult, but can be done)

Getting UX and dev organised; establishing the relationship betweenProduct Owners and UX; getting UX work into the backlog; etc

Potential inner-departmental fighting for allocation of resourceUX wants MORE, Design wants MORE, Tech wants MORE…

New starter knowledge - particularly on account/producer team:Communicating the fundamentals

UX is a new area and the team is growing and evolving - how do we communicate changes?

More of these presentations every 3 / 6 months

challenges


UX should be something a GDA sel ls to cl ients - i t 's not 'added' value; i t adds real strategic signif icance. There is actual ROI - something to explore further

UX is not (only) about UI or wireframes. It 's about understanding a users emotional connections at various touch points with the brand or product

The core UX team of a GDA consists of a User Researcher, Information Architect , and a User Tester. Skil ls wil l sometimes overlap. Communication must always overlap.

Collaboration is key.

The role of an Information Architect is about the hands-on organisation of data and content i .e . the creation of s ite maps, wireframes and prototypes

The role of Head of UX is about defining the UX process per-project , working on briefs and RFP's, and bridging UX disciplines with associated disciplines in other areas of the

company > strategy, research, analytics, design

UX is to be kicked off at the strategic/onboarding stage

The UX process differs depending on cl ient, budget, resource, t imescales, scope

takeaways


thank you

Andrew Shanley@and y s h an

and y@and r ew s h an l e y . c o . u k