user experience (ux) matters - eventit learning zone 2016

PowerPoint Presentation

18.03.2016Matters

@EstherBCM

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We specialise in user experience and service design.

Together we help companies large and small deliver better customer experiences. We do this by concentrating on one thing: finding out what works for your customers.

Problem solved.

+44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978

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What is User experience?


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User + Product = Experience

https://userexperiencerocks.wordpress.com/tag/ux-and-ui-bike/


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What is user experience (a.k.a. UX)?User experience encompasses all of the elements and points that (consciously or unconsciously) influence how a person perceives a company, its services and its products.

It includes everything we see, hear and do as well as our emotional reactions.Put simply:

UX is all about finding out what works best for the people your business needs to reach, engage and convert.


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Why does it matter?


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User Experience is about better outcomesHelping people achieve their goalsExploring and exploiting changing Human BehaviourDelivering the most value for the least effortIts about survival


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Helping people achieve their goals Courtesy of Antti T. Nissinen https://www.flickr.com/photos/veisto/


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Helping people achieve their goals

http://www.quora.com/Whats-the-difference-between-UI-and-UX-design


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Exploring and exploiting changing human behaviour

https://www.youtube.com/watch?v=2lXh2n0aPyw


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Delivering the most value for the least effort



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Delivering the most value for the least effort



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Survival

Eewei Chen, @ultraman


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Source: YouTube.com/RadDanSurvival


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Everything Changes


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Source: Shutter Stock

People evolve


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Feel Good, Be Comfortable, Less EffortSource: The SimpsonsBut what people want doesnt


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How can you use UX?


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User-centred design for events

DiscoverDefineDesignTestYour Target AudienceTake a user centered approach to harnessing new opportunities and solving complex business problems.

Test ideas and balance your business objectives with all your customer needs.


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1. Discover


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Ask the right questions


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Who are we designing for?What is their purpose?What are their wants and needs?What are the problems and challenges they face?How does our solution fit into their lives and the jobs they need to get done?What are our constraints?

Understand


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Generative Product & Market ResearchGenerative Product ResearchGenerative Market Research QuestionsHow can we solve the problem?What form should this take?How important is the design?Whats the quickest solution?What is the minimum feature set?How should we prioritise?MethodsSolution interviewContextual inquiry/ethnographyDemo pitchConsultingCompetitor analysis and usability testingQuestionsWho is our customer?What are their pains?What job needs to be done?Is our customer segment too broad?How do we find them?MethodsCustomer discovery interviewsContextual inquiry/ethnographyData miningFocus groups*Surveys* (open ended)* Not recommended


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Evaluative Product/Market ResearchEvaluative Product ResearchEvaluative Market ResearchQuestionsIs this solution working?Are people using it?Which solution is better?How should we optimise this?What do people like / dislike?Why do they do that?MethodsPaper prototypesClickable prototypesUsabilityHallwayLiveRemoteFunctioning productsAnalytics Surveys* Net Promoter ScoreProduct/Market Fit Survey*Not recommendedQuestionsAre they really willing to pay?How much will they pay?How do we convince them to buy?How much will it cost to sell?Can we scale marketing?Methods5 second testsComprehensionConjoint AnalysisData mining/market researchSurveys* (closed)*Not recommended


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2. Define


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User types


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Proto-personas


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Roadmap of desired attendee outcomes DiscoverSign upProvide feedbackShareInteract with organisersInteract with other attendeesShare their experience with othersAttend eventPre-eventDuring the dayPost-eventInteractShareEnjoyContinue to networkSign-up/followSign-up for future events


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Participant experience map


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Objectives and outcomesObjectivesDevelop a brand reputation as market leadersAttend a high end event in Scotland - not have to travel far for qualityShowcase their products and/or servicesDevelop the must attend event in ScotlandLearn more about opportunities in the market placeLearn more about the market and potential customer needsDevelop a community and a forum to continue these conversationsLearn more about the competitionMeet influential people and people with purchasing powerProvide a great experience at our events Network and have a great day outIncrease the perception of their brand as market leaders or disruptorsOutcomesOwn the conversation about X in ScotlandEnrich and develop my networks to start conversationImproved brand perception and awarenessGenerate profit and sign ups for future events (sponsorship and attendees)Benchmark my company against competitorsGenerate qualified leads

Participants

Vendors/Sponsors

Your organisation


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3. Design, test, implement


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The event lifecycleConsistent Experience


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User experience principlesClarityStakeholders will require clarity to understand what the event is and why they should engage with it.RelevanceStakeholders must be able to immediately identify information and actions that are relevant and specific to them.SimplicityWe must continually strive to make it simpler for Stakeholders to use our channels, apps and websites to interact with us as a business.TransparencyWe must ensure that the benefits, outcomes and usage of our event are shared openly and honestly.ReassuranceWe must reassure Stakeholders that our mission and the event weve developed is high quality and geared towards helping people achieve their aims.


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Customer journey mapping


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Explore

Design something new

Exploit

Use what is available


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So many options.


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Key to design for success

http://semanticstudios.com/user_experience_design/


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Test, Test, TEST!!!


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4. Measure and improve


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Ask yourselves

Did we get the outcome we want?If yes, what was the impact to the business?If no, why wasnt it right?What have we learnt?How might we do differently next time?


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How might we do differently next time?


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Achieve better outcomesHelp people achieve their goalsExplore and exploit changing Human BehaviourDeliver the most value for the least effortSurvive and flourish


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Problem solved.0131 561 7300

[email protected]

@EstherBCM @BCM_Tweets


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user experience (ux) matters - eventit learning zone 2016

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