designing experiences that drive consumer engagement
TRANSCRIPT
Designing Experiences That Drive Consumer Engagement
Project Execution
Solution Design
Software Development
Application Development
Emerging Technology
Cloud Delivery
Data Architecture
Internet of Things
Natural Language Processing
Technology Strategy
Cloud Strategy
IT Assessment
Digital Delivery
Agenda• A quick overview of user experience (ux) and why it matters
• Who is responsible for good ux
• Measuring return on investment in ux
• Who belongs on a user experience team
What is UX?
User Experience is Everything that Impacts the User.
User Experience is• Basic Usability
• Interface
• Workflows
• Interactions, Gestures
• Errors, Messaging
• Responsiveness
• Colors and Overall Aesthetics
• Performance and Speed
• Software Bugs and Reliability
• Content, Voice and Tone
• Brand Personality
• Images, Video and Media
• Customer Service
• Everything that impacts the user
UX Considerations• Internal and External consistency among products
• Technology limitations and responsiveness
• Environmental factors
• Inclusive design best practices
• Human form factors
• Psychology of design and human behaviors
Why UX Matters
“90% of users reported they stopped using an app due to poor performance”
AppDynamics - App Attention Span Report
“The higher the quality of a firm’s customer experience, the less likely it is to lose sales to competitors”
Forrester - The Business Impact Of Customer Experienc
“An estimated 50% of engineering time is spent on doing rework that could have been avoided”
Human Factors International via usability.gov
“UX research’s real value is in helping to reduce uncertainty”
AirBnB via fastcodedesign.com
Mobile-First SEO• Google is slowly pushing towards mobile-first search results
• Changes are rolling out starting in January of this year
• Mobile versions of websites will take precedence over desktop
• Requirement that “people will be able to load all pieces of content on your page, read the text without having to zoom or scroll, and interact with any buttons present"
So what can we do?• Similar to Maslow’s Hierarchy of
Needs
• Creates more incentive to use product as you move up the pyramid
Functional
Reliable
Usable
Pleasurable
Who is responsible?
User Experience is• Basic Usability
• Interface
• Workflows
• Interactions, Gestures
• Errors, Messaging
• Responsiveness
• Colors and Overall Aesthetics
• Performance and Speed
• Software Bugs and Reliability
• Content, Voice and Tone
• Brand Personality
• Images, Video and Media
• Customer Service
• Everything that impacts the user
Who is responsible?• User Experience Team: Basic Usability, Interface, Interactions,
Gestures, Errors, Messaging, Responsiveness, Colors and Overall Aesthetics, Images, Icons
• Developers: Performance and Speed, Software Bugs and Reliability
• Branding: Content, Tone, Voice, Brand Personality
• Customer Service Team: Support quality and response time
• Management: Creating a company culture where everyone prioritizes the overall user experience
UX Team Roles
Typical Team Roles• User Interface Developer
• UX Designer
• UX Researcher
• UX Architect
• Graphic Designer
• Business Analyst
Business Acumen
User Focus
Strategy
Implementation
UX Architect
UX Researcher
UX Designer
Graphic Designer
User Interface Developer
User Interface Developer• Front-end focused developer with an eye for UX
• Pairing a UI Developer with UX results in faster dev cycle
• May make some UX decisions on their own
• Variants: Front-end developer, UX Developer
Materialize Bootstrap Foundation HTML Boilerplate
UI Starter Kits
UX Designer• Person focused on producing responsive design deliverables and
making stylistic choices
• In agile, works alongside the development team to produce sprint deliverables
• Can be a “catch all” term for everyone in UX
• Variants: Product Designer, Visual Designer (not always), Customer Experience (CX) Designer, XD Designer (Experience Designer)
versus Graphic Designer• More focused on marketing and email collateral
• Traditionally more experienced with color and layout, less experienced with design psychology
• Reports through marketing and not technology team
Conceptual Concrete
UX Researcher• Person in charge of validating design decisions
• Specialist traditionally found on larger teams
• Focused on usability testing, a/b testing, field research and any other research the team needs
versus Quality Assurance• QA focuses on system testing, bug reporting and tracking and
ensuring requirements are met
• Rarely meet and test with end users
• May do testing to ensure product produced by developers matches what the user experience team creates
UX Architect• More senior user experience person focused on overall user experience strategy
• Works with management and users to understand product and feature needs
• Produces style guides or other design strategies, overall testing strategy and cadence
• Mentors junior UX team members
• Variants: UX Lead, UX Strategist, Principal Visual Designer, UX Analyst
UX versus BA• Both analyze functionality and needed features with an eye towards
users and business
• User Experience should empathize with users, whereas Business Analysts should focus on business needs
• UX should be strong with communication through sketching and visual design; BA should be strong with writing analysis and requirements
Measuring UX
Establish Metrics
Overall Site Performance
Time spent on rework
(dev + design)
Reported User Satisfaction
Returning Users
Usability Testing• “Low hanging fruit” of user experience testing
• Identify how easy your product is to use, how long it takes to complete tasks and overall satisfaction
• Typically done with 5-8 participants — can find 80% of problems
• For best results, conduct with “average” users and not a “power” user
• Can be done at any point in design/development process
Results Snapshot
Testing Plan
Analytics• Continuous System Testing
• Very inexpensive when built into the system
• Finds where customers get stuck or leave, what kind of devices and browsers you need to support
• Ability to include events — measure almost anything
Multivariate Testing• Tests 2 or more variants of something
• Useful for testing content, copy and overall website refinement
• Completely quantitative and measurable data
• Amazon runs 70-100+ variants of their website every day
Other Research• Field Research
• Competitive Analysis
• Industry Analysis
• Accessibility Testing
• Eye-tracking
• Clickstream Analysis
• Design Sprints
Less Common in UX:
• Surveys
• Focus Groups
• Interviews
• Diary Studies
Competitive Analysis
Accessibility Audit
Results Snapshot
Questions?
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