ux principles at marketing week live london 2014
DESCRIPTION
User Experience (UX) principles for marketing team as presented by Danny Bluestone at Marketing Week Live 2014 in London. The presentation touches on the importance of UX and how it has to be engrained into an organisation's culture as opposed to being a bolt-on.TRANSCRIPT
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FOR MARKETING TEAMS UX
Part 1, June 2014
Marketing Week Live, London - A talk by Danny Bluestone, Cyber-Duck
principles
About Danny Bluestone
Founder and CEO
@danny_bluestone
WHAT UX REALLY IS
What is user experience (UX)?
User experience encompasses all aspects of the end user’s interaction with the company, its services and its products
Jakob Nielsen, Ph.D. and Principal at Nielsen Norman Group
“
What UX is not
It is not usability. A great user experience is about making someone feel delighted.
Image: http://www.zdnet.com/father-of-the-ipod-sets-his-sights-on-the-venerable-smoke-detector-7000021578/
So what should UX accomplish?
A great product has meaning to the user, it’s something they want to continually use.
THE POWER OF PERSUASION
Great UX is logically functional / useful
Great UX is very credible
Great UX is emotional
Design isn't about making it pretty
Image credit:
Design is a funny word. Some people think design means how it looks. But of course, if you dig deeper, it’s really how it works.
Steve Jobs, Apple
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To summarise what user experience is
UX Usability
Visual design
Brand
Utility
System performance
Marketing
Accessibility
HOW UX SHOULD HAPPEN(In your organisation)
Assemble an experienced team with a UX expert at the heart of it.
How UX should happen
People expect your experience everywhere. Produce your product or MVP with the future in mind.
How UX should happen
A great user experience is customer and data driven, based on tangible research and content driven
How UX should happen
It is imperative that the design is content and goal orientated around the audience’s needs
How UX should happen
The design should be iterative and start off as low fidelity, yet sprinted with the technical team
How UX should happen
While iterating, make sure you present the design twice a week and get plenty of critique
How UX should happen
Get your prototype tested frequently before any beta release so that you verify your assumptions
How UX should happen
Similar to the technology, your marketing should be developed within your product - not a bolt-on
How UX should happen
Your prototype is your functional and technical spec and is an integral part of your ‘documentation’.
How UX should happen
Image credit:
OUR PROCESS
Our process - Higher level view
research
userexperience
development
lean project management
artdirection
on goingsupport
marketing
Our process - Initial research
research
requirementsgattering
stakeholderinterviews
technicalanalysis
brandstrategy
businessobjectives
personamapping
development
research
userexperience
development
lean project management
artdirection
on goingsupport
marketing
userexperience
usabilitytesting
sitemap
functionalspecification
prototyping
wireframes
logicflow
development
creativedesign
Our process - UXresearch
userexperience
development
lean project management
artdirection
on goingsupport
marketing
Our process -
development
Q.A.
systemarchitecture
back-end
A.P.Idesign
front-end
test-drivendevelopment
research
userexperience
artdirection
research
userexperience
development
lean project management
artdirection
on goingsupport
marketing
Our process - art
direction
brandguidelines
storyboards
styletiles
userexperience
development
on goingsupport
marketing
tone ofvoice
logoconcepts
research
userexperience
development
lean project management
artdirection
on goingsupport
marketing
Our process -
marketing
contentstrategy
socialsetup
setupanalytics
meta-tagsdocument
keywords
artdirection
development
research
userexperience
development
lean project management
artdirection
on goingsupport
marketing
Our process -
on goingsupport
featureupgrades
marketing
big dataanalysis
analytics
development
artdirection
marketing
research
userexperience
development
lean project management
artdirection
on goingsupport
marketing
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1. User experience is not a bolt-on, it is the entire business model 2. User centred design (UCD) is a proven methodology for UX design 3. Constantly test iterations and features via usability / AB testing
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Finally: Follow rules like the usability heuristics, the golden computing principles and psychology principles like Fitts law, Hicks law, Gestalt principles and Edward Tufte on design
Final tips
Thank you for your time: @danny_bluestone from @cyberduck_uk
Other rules and frameworks
The top three benefits of qualitative research in UX https://econsultancy.com/blog/63487-the-top-three-benefits-of-qualitative-research-in-ux
UX: Psychology of great design – part 1 http://www.webdesignermag.co.uk/features/ux-psychology-of-great-design-part-1
Jakob Nielsen’s usability heuristicshttp://www.nngroup.com/articles/ten-usability-heuristics
Bruce Tognazzini, First Principles of Interaction Design
http://www.asktog.com/basics/firstPrinciples.html
Edward Tufte, data design principles
http://uxdesign.smashingmagazine.com/2011/11/15/data-pixel-approach-improving-user-experience/
Gestalt principles of design
http://www.slideshare.net/gchristo94/gestalt-principles-of-design
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!Thank you for your time: @danny_bluestone from @cyberduck_uk