excelling in the user experience economy of today and tomorrow
TRANSCRIPT
Excelling in the User Experience Economyof Today and Tomorrow
with Dean Barker
Quick Housekeeping
• Control panel on the side of your screen if you have any comments during the presentation
• Time at the end for Q&A
• Today’s webinar will be recorded for future viewing
• All attendees will receive a copy of the slides/recording
• Continue the discussion using #uzwebinar
2016 goals1. Provide more UX resources to UX professionals.
2. Improve brand consistency.
3. Improve “International” UXPA.
User Experience Professionals
Association (UXPA)Monthly webinarsUser Experience Magazine
The Journal of Usability Studies
Visit www.uxpa.org for more info about the conference, webinars,
and other UX resources!
Annual Conference in Seattle, WAMay 31 – June 3uxpa2016.org
Meet the Speakers
Dean BarkerVice President of User ExperienceOptum, a UnitedHealth Group business
Alfonso de la NuezCEOUserZoom
[email protected]@deanzilla
https://www.linkedin.com/in/deanbarker
Agenda• Setting the Table• The Power Game • Cultivating Omnipresence • Navigating Reality in a Virtual World • Raising Unicorns on a Pig Farm • Dealing with Data Diversity
• Exploring the Future of Usability Testing & UX Research
Setting the Table
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User Experience is a Big Tent
#UZWEBINAR
http://www.uxmatters.com/mt/archives/2010/12/essential-and-desirable-skills-for-a-ux-designer.php
Vectors of UX
Whitney Qusenbery
Our Community of Practice
#UZWEBINAR
The User Experience Economy
#UZWEBINAR
Forrester Report October 2010 How To Prepare For The Era Of Experience
Users Not Customers
User
Good User Experience
• 14.4% more willing to purchase• 15.8% fewer will do business with competitors• 16.6% more will recommend you
Forrester Report September 2009 Best Practices in User Experience (UX) Design
The Power Game
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All Product Value Flows Through UX
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Attributes
Benefits
Features
UserExperience
Advantages
Sphere of Control and Influence
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Forget
Stretch
Influence
Control
Responsibility & Authority
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So Good They Can’t Ignore You
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Cultivating Omnipresence
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Process Points of View
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Business Design Engineering
Product Development
#UZWEBINAR
IdeaDiscovery Scoping Business Case Development Test Launch
Timeline
Setup Release Planning Sprinting Repeat Close
Research Design Validate Iterate
What to Do?
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IdeaDiscovery Scoping Business Case Development Test Launch
Upstream Downstream
Timeline
What to Do?
#UZWEBINAR
IdeaDiscovery Scoping Business Case Development Test Launch
Upstream Downstream
UX Activities Throughout
Timeline
Navigating Reality in a Virtual World
#UZWEBINARhttp://www.npr.org/2013/05/22/185788651/the-first-web-page-amazingly-is-lost
We’ve Been Trapped…
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We are analog beings trapped in a digital world,
and the worst part is, we did it to ourselves.
Don Norman The Invisible Computer
Ubicomp
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Ubiquitous ComputingWearablesPervasive ComputingAmbient EverywarePhysical ComputingInternet of ThingsHaptic ComputingThings That Think
Virtual RealityAugmented RealityArtificial IntelligenceVoice InterfacesMobilityEmbeddedEmbodiedIntelligent InterfacesRobotics
Hey, My Car is a Computer!
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Real World Meets Virtual
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No More WIMPs
#UZWEBINARhttp://nexxtep.com/2015/03/windows-10-sneak-peak
Real Human Centered Design to the Rescue
#UZWEBINAR
Raising Unicorns on a Pig Farm
#UZWEBINAR
http://www.salary.com/become-a-unicorn-employee/
• Not only did they do the visual design, but they are then able to turn that into code and build out the website
• They have deep knowledge of user interaction (UI), going beyond the look and feel and delving into best practices for how users interact with everything from menus and buttons to links and colors
• They’ve already thought several steps ahead in terms of the mobile experience, ensuring that your site will look great on phones, tablets, laptops, and large monitors
• The content on the sites they show you isn’t filled with Lorem Ipsum placeholders, but copy that they wrote themselves… typo-free, grammatically correct, and with a friendly but persuasive voice that compels the user to take action
• And what’s that? You have a company softball team? Turns out they were all-state in high school, can play any infield position, and hit .425 with 24 homers
The Unicorn Employee…
Foundations
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AnalysisPersonasTask and workflow analysisWorkflow diagramsUser requirementsContext mappingJourney mappingCompetitive Analysis
Visual DesignImage creation and manipulation Visual design principlesGrid-based designDesign systemsSite or application themes/skinsVisual identity/brandSemiotics (e.g., symbols, metaphors)Icon design and strategyLogo designDigital asset management
Research & EvaluationExperimental designCard sortingFocus groupsContextual inquiryEthnographic researchFormative usability testingSummative usability testingUsability testing toolsInterviewsUser surveys and questionnairesKeystroke-level modeling (KLM)Heuristic evaluationsCognitive walkthroughsWeb analytics
Guidelines & StandardsPlatform standards (Windows, Apple, etc.)Internationalization and localizationStyleguide creationUI pattern librariesBrand standards Copy and style guidelines
Design MethodsPrototypingParticipatory designSite mapsInformation architectureStoryboards
Agile MethodsBig Data and Data VisualizationContent Strategy/CMSMobilityAccessibilityBrandingAffective DesignGamificationFront End Development
S’Moore’s Law
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M-Shaped Talent
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Reading is Fundamental
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Dealing with Data Diversity
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Data Old, New, and Blue
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Old – Tried & True• Verbal• Surveys• Ratings & Rankings• Task-based• Observational/Ethnographic• Video• Clicks and paths
New – Physiological• Eye tracking• Pupilometry• Galvanic skin response• Heart rates• EKG/ECG• EEG• Wave forms and conscious states e.g. Beta, Alpha, Theta, DeltaBlue – Emotional
• Affective data• Facial recognition• Not decoupled from other data• Emotion first
Holy Data Analysis!
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But, the data is… The data are!
Presentation of Evidence
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Exploring the Future of Usability Testing & UX
Research
Usability testing first applied in 1916, WWI - Weapon assembly
Curiosities about the history of Usability Testing
http://www.measuringu.com/blog/usability-history.php
1936 - Usability as a main feature of a fridge!
Curiosities about the history of Usability Testing
Change in Needs
2016: UXers are busy people...
The Automation of Testing
● We see a WHOLE lot more testing being done
● Companies that were doing some testing, now do much
more
● Companies that were never doing testing, now do it
● Software is helping automate the (tedious) process of
testing
● Enabled companies to scale their research, do more with
less
● Testing embedded in the design process (test early,
often, quickly, cost-effectively)
User Testing Automation
Other industries have automated
Customer SuccessMarketingCRM
Created by Scott Brinkerhttp://cdn.chiefmartec.com/wp-content/uploads/2016/03/marketing_technology_landscape_2016_3000px.jpg
http://cdn.chiefmartec.com/wp-content/uploads/2016/03/marketing_technology_landscape_2016_3000px.jpg
The FutureFast, in-the-wild, real-time, instant feedback & insights
On-the-go, multi-device, contextual
53
54
Cost-effective
“Imagine 1,000 such nuggets. Properly tagged, well defined, easily searched and found. Beats any report.”
Tomer Sharon
https://medium.com/@tsharon/the-atomic-unit-of-a-research-insight-7bf13ec8fabe#.zhiklvq58
UX Measurement & Benchmarking for the CMO Dashboard
Q&A
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