user experience (ux) overview
TRANSCRIPT
User Experience (UX)
Welcome!
Welcome!
Bernard Schokman Director & Principal Consultant, UX Training www.uxtraining.com.au [email protected] m. +61 414 486 876
• The MulF-‐Screen World • What is UX? • Why UX is So SubjecFve! • So Why Do UX? • The Digital & UX Landscape • Contemporary Vs Lean UX • A UX Case Study, Amazon • The Philosophy of UX, Nordstrom • The Global & Local Future of UX, Capital One, Jared Spool • CreaFng an In-‐House Capability, ROI
Todays Agenda, UX or User Experience
The Mul?-‐Screen World
h\p://www.google.com.au/think/research-‐studies/the-‐new-‐mulF-‐screen-‐world-‐study.html
So What is UX?
• A focus on discovering the 5R’s (Monster Truck) • Stuff, Users, Devices, Environments, Metrics • User Experience across a single touch point • Customer Experience across all touch points • UX is like life, it’s iteraFve. SomeEmes you achieve the result and someEmes you receive the lesson, but you always end up where you’re supposed to be and it’s a journey of conFnuous improvement.
Why UX is Subjec?ve!
• UX PracFFoner Diversity • Customer Culture & Diversity • Best PracFces • Design Tools, Research Methods • Even you and your life and business experiences
So Why do UX? Opportunity!
Have someone/the team have a focus on the 5R’s • Right Stuff, Users, Devices, Environments, Metrics
Customer Discovery • What they say they want and what they will actually use
Business Metrics • Money, Time, ConnecEon (Solve a problem, Add a Benefit) • Increase Usage, Conversion Rate, Average Order, $Net/Visitor, Pages Viewed • Reduce Drop Off, Incoming Calls, Training, Errors • Save User Time, Development Time
Design Shack – “Why does UX MaQer?” • It doesn’t ma,er what your site or app looks like if people don’t know how
to interact with it.
The Digital Landscape
The 4 Pillars of UX (UX Landscape)
• Business Needs • Business Metrics • Goals • Targets • KPI’s • ROI • Are they realisFc
• UX Research(Discovery) • Affinity Diagrams • HeurisFc EvaluaFon • QuanFtaFve Survey • Usability TesFng(verify) • Interviews • Profiles & Personas • Customer Journey • Interviews, Contextual • Diary Study • Card SorFng • InformaFon Architecture • Site Map • Taxonomy • Content Audit • First-‐Click Test(usability) • Tree-‐TesFng (usability) • User Stories • Task Flows, Task Analysis • People
• UX Design • Sketching • Paper Prototyping • Design Studio • Balsamiq Mock-‐ups • Axure RP Pro
• UX AnalyEcs • Web AnalyFcs
• UX SoU Skills • Agile • Story Telling • Workshops • FacilitaFng • PresenFng • Copy & CuraFng • CriFquing
Contemporary & Lean UX
Contemporary UX
• Brief • Business Goals • Research • Design • Requirements • Development • In the Wild • AnalyEcs
• Did it work?
Lean UX (Startups or New Products)
• Brief • Business Goals • AssumpEons (Leaps of Faith) • Hypothesis (Beliefs and Why) • Research • Design Studio • User Experiments (MVP) • Development (Build) • Live TesFng (In the Wild) • AnalyFcs (Measure) • Is the AssumpFon T or F? (Learn)
• Pursue, Pivot
A Case Study, Amazon approaches UX from two contrasEng standpoints
-‐ tradiEonal and lean. One to suit big business and budgets,
the other to suit startup/small-‐medium business and budgets.
“Every 11.6 seconds Amazon.com pushes live bits to real customers… “ • It’s small ideas, small experiments, small bites of risk that they push live 5 Fmes every minute to get a sense of where they should be spending more Fme. And the risk of doing that is Fny, because it’s a small release to a small subset of people that is judged objecFvely based on some kind of change in customer behaviour”. – Jeff Gothelf.
The Art of Listening
The Philosophy of UX
The Global Future of UX, 2015+
AdapEve Path, a San Francisco-‐based design and user experience consultancy, has been acquired by financial firm Capital One – 2014/10/02
AdapEve Path co-‐founder and Chief CreaEve Officer Jesse James GarreQ said that aUer talking to a number of potenEal acquirers in the years since it was founded in 2001, Capital One was first one to seem like a good fit. …What it won’t be doing, however, is providing any more outside design consulEng…
The Local Future of UX, 2015+
Scaling UX Teams for 2015 and Beyond Emma Jones, Group Account Director, Mitchell Lake (February 2015)
“During 2014 a number of significant shiss were felt in the UX world in Australia. And these shiss have led to a growing sense of unease within organisaFons as to whether they can hire sufficient numbers of skilled designers to realise their innovaFon plans at the pace they need to. Every enterprise business is ‘scaling up’ their experience design capabiliFes. All. Of. Them.” “My message is that all businesses need to have a focus on creaFng more Experience Designers.”
Crea?ng the UX Capability
Three Choices:-‐ Engage a Consultancy Recruit Full Time or ContracEng Resources Build the Capability In-‐House
The In-‐House Capability Journey
The Capability Journey UX Awareness PresentaEon
3-‐4 Hour UX Workshop
1-‐3 Day UX Training
UX Capability Created
UX Mentoring & Capability Building
The ROI of Crea?ng an In-‐House Capability
Annual EsEmated Project Costs 8-‐30+ People; 12 Months; Salary: $80-‐250k
Assume 30% UX Related AcEvity…
8 People x $80k Salary x 30% UX AcEvity= $640k x30% = $192k of UX
Annual Capability Training = Workshops + Training + Mentoring 8 People = $3,000 + $8,000 + $48,000 = $59k of Training/Mentoring Value RaEo (CreaEng the Capability): $59k:192k or 1 : 3.25
ADDITIONAL: Cost of UX Resource $100k…$240k(1:2); Cost of Producing the Wrong Stuff $640k(1:10); Losing the compeEEve edge (1:Priceless)
Thank You -‐ Ques?ons?
Bernard Schokman Director & Principal Consutant, UX Training www.uxtraining.com.au [email protected] m. +61 414 486 876