UXWhat is

in 10 slides

IntroductionUser experience is the most important part of a digital project; although it's not really a 'part' … it's infused throughout.

Professionals devoting their careers to understanding users and crafting experiences that suit their needs are UX professionals regardless of whether they focus on copy, design, development, IA, or strategy.

This is the story of a UX professional.

UX

The AskOne day, not too long ago, a guy came in asking for a website and I was asked to help figure out what he wants.

Stakeholder interviews were set up, and I focused on finding out:

1. What behaviour he'd like from his users.

2. Who he believes his users are3. What are typical customer journeys

I want a website

The AudienceWhen stakeholder interviews were finished, I had a good grasp on who the client thought their users are, and what he wants them to do.

My first task is to confirm his research/ assumptions about his users.

We don't have much time or money to do any in-depth user research, but I was able to classify users based on analytics and a quick focus group.

Based on the research and analysis I was able to do, I was able to get team alignment on our primary persona as well as secondary personas.

The CompetitionNow that I've segmented and defined behaviours of the clients users, it's time for me to dive into his competition.

It's easy to search out his competition using Google; and relatively simple to set up a brand monitoring system to find out what people are saying about my client, and his competition.

I conduct a competitive analysis and pull out key conventions, and key opportunities.

The EcosystemAnother important task is to define the universe we're going to be working in.

Although the client has asked for a website, I need to figure out:• What other digital properties exist• What other communications exists• What SEO/SEM activity is in place• What social activity is in place

Once these are mapped, user journeys can be aligned with the cross-channel ecosystem

The ContentNow that the background work is done, the REAL work begins and the first thing our team needs to define is content.

The creative team is engaged to come up with an over-arching concept. I work in tandem to evaluate currently available content and map it back to the different mental models associated with the personas.

From this, I'm able to derive gaps and opportunities for new content.

The Information ArchitectureOnce a content strategy is pulled together, I'm able to get started on the information architecture.

I choose a 2-pronged approach to categorization; an open card-sort and tree testing.

The card sort reveals where cross-links need to be incorporated, while the tree test validates that the taxonomy I've created stands-up.

The Interaction DesignWith an approved IA in hand, I'm able to get started with wireframes and the interaction design of the site.

I heavily rely on the background research to help define what navigation, layout, and interaction conventions I select to utilize.

I collaborate with the design and tech team to ensure I'm capturing all the appropriate functionality.

Content

Design

The UsabilityWe've been given the budget to conduct both remote tests, as well as lab-tests.

I spend a week writing the tests, two weeks conducting them, and a week analyzing the results from both sources.

90% of the tasks were completed, and over-index on speed and recall. A few tweaks and the addition of a customer feedback mechanism and we're good!

The Design ConsultNow that we have an approved design specification document, we move into visual design.

I'm asked to add my unique outlook to the trio of creative director, copy writer, and designer.

Throughout the design process, I'm able to provide input on visual design, and nomenclature decisions that are made.

As the dev team makes the designs a reality, I'm able to stay involved and provide input with regards to interactions.

UX Design

Copy

Direction

The TestOnce the site is launched, I'm able to work with a business analyst to figure out what elements are working well, and which elements might require an update.

Through the ongoing process of multivariate testing, I'm able to optimize conversion rate from 20% at launch to 35% after 8 months.

Ongoing analysis of the metrics we have access to, has provided us with an insight that users need a mobile optimized version of the website. This could lead to future opportunities.

Conversion

ROI

KPI

Drop-Off

Visits

Abandonment

Bounce

In conclusion.

As a UX consultant, I'm able to focus on what's important to the project & the client, rather than what my specific job description is.

I encourage everyone on every team to approach their portion of the project with the mindset of a UX professional.

If you're team needs help understanding how UX can be incorporated into their skill-sets, or they need someone to guide them, I encourage you to pass this presentation around, read my blog, or ask me to come in and help.

Blog: http://thejordanrules.posterous.com/Twitter: @thejordanrules (https://twitter.com/thejordanrules)

Images: all images for this presentation were obtained with permission from iStock Photo (http://www.istockphoto.com/search/portfolio/697682/?facets={%2235%22:%22stick%20figure%22}#943e221)