What is this UX thing?

Presented by @Abby_the_ia

Agenda for MondayAnswer these questions:• What is user research?• What is information architecture (IA)?• What is content strategy?• What is interaction design (IXD)?• What is user experience (UX)?• What does “good” mean in this world?• What does the process look like to get to good?

Assign some homework :)

Agenda for tuesdayCritique 0f homeworkQ + A about UX, IA, Careers etc

Information Architecture

5

• Facilitates understanding• Orders meaning• Establishes truth• Creates clarity• Makes pictures of consensus

Content Strategy

6

• Determines content requirements• Documents page level info hierarchy• Informs content creation by

establishing content level goals• Shares content level audience insight

Interaction Design

7

• Designs the pieces• Refines the flow• Determines the edges and errors• Documents the solutions

User Research

8

• Informs Strategy• Tests solutions• Compares performance• Measures success

User Experience is a result, not a tool

9

How users feel? How users act?

effect you have Your return on investment

And we want the result to be good

10

Good is Goal Based

11

Good is worked towards

12

Good is Measurable• User testing • Satisfaction Surveys• Usage Data/Analytics• Social Media Statistics• Sales data, even non digital equivalents• Qualitative metrics (sales force or

customer service quotas)

Getting to Good

14

How people hear about your offering(s)

How people opt into your

offering(s)

How people explore your offering(s)

How people use your offering the

first time

How people use your offering

over time

Who else could entice this person at this point?

What could detract from this person

proceeding at this point?

First You have to understand

How people hear about your offering(s)

How people opt into your

offering(s)

How people explore your offering(s)

How people use your offering the

first time

How people use your offering

over time

Who else could entice this person at this point?

What could detract from this person

proceeding at this point?

Then You have to Look forward

2. Map Questions

3. Map Opportunity

1. Map facts

And pick the right measures

If you have a question about Examples to be looking at…

If something is effective Completion rates

Whether something is findable Speed to find

People’s Expectations Bounce Rates & Time on Site

Satisfaction Interviews, Surveys, Ask Sales and CSRs

Is enough Information provided? Are people clicking to further information consistently?

Are people using the path as designed? Click path data

(Courtesy of Richard Dalton)

Example Questions Planning to measure

Awareness: How do people find out about us?

User interviews and Surveys

Acquisition: Where will our loyal users be coming from?

Surveys, Analytics: Traffic Sources for Repeat Users

Conversion: What is the average time on site for us? What is normal?

Analytics: Time on site compared to industry averages and for loyalty users vs single article users

Action: Will people interact with the content we suggest they interact with after reading the entry article?

Analytics: Click rates on items suggested on article pages

Loyalty: How will loyalty users differ from new users?

Analytics: Compare variety of points across loyalty users and single article users

Other: How should sharing work? What do people share?

Surveys, Interviews, Analytics: Track social sharing behavior to establish baselines for types of events

Based on what you know, get to know users

• Talk to potential users• Talk to actual users (if you have them)• Talk to competitive users (no one said you couldn’t –

unless they did, then don’t)• Spend time shadowing users in their real lives• Watch people using equivalent or similar things to what

you are making• Use competitive things in the market• Social media listening• Blogs, customer reviews, forums… the internet is HUGE

Set some smart goals

q Specificq Measurableq Achievableq Relevantq Time bound

Establish your scope to meet those goals

Scope = What we all agreed to do

Prioritize your scope

Business Prioritization:

ü Meets Competitive/Industry or Regulatory Bar

ü Meets Contractual Obligationü Availability of Resources or

Partnersü Budget to Produce

User Prioritization:

ü Appropriate for my lifeü Relevant to meü Within reach in price and

availability

What measurement is fair?

• High: Must have and would consider holding launch until I get it• Medium: Is pretty essential but launch is priority over it• Low: Nice to have but not essential

• Allows for dual prioritization• Allows for phase designation outside of

prioritization• Indicates cost/time per feature or idea (optional)

Feature or Idea Brand (H,M,L) User (H,M,L) Phase Decision Cost/Hours to Produce

Insert Insert Insert Insert Insert

Define the IA

24

Work through the content strategy

25

Design The Interactions

26

Measure user reactions at any

point along the way

27

Document Solutions

Work with Creatives and Developers to build

Measure and React

#1 question: Who does what?

31

Most people in this world wear

many hats

32

InformationArchitecture

InteractionDesign

UserResearch

Content Strategy

As a result...

• UX has become a catch all word for people working in these fields

• Job titles tend to be confusing• Outsiders tend to not understand the

difference between these things

#2 question: How do I get

started?

33

Move the trashcan

34

Identify a problem in the world and solve it by paying

attention to user needs

If that sounds fun... you may be a UX

person

• Break into teams of 3-5• Pick a Product*• In Class: Develop a

Funnel listing:– Facts (What exists

today)– Questions + how to

measure– Opportunity

★ Tomorrow you will present this to class.. YAY!

35

How people hear about your offering(s)

How people opt into your

offering(s)

How people explore your offering(s)

How people use your offering the

first time

How people use your offering

over time

Who else could entice this person at this point?

What could detract from this person

proceeding at this point?

Activity

Homework

1. Split up the “opportunities” identified within your team. Assure everyone agrees on its validity.

2. Each student should sketch a picture or series of pictures to explain an opportunity to the class during presentation of their funnel

Thanks

Abbycovert@gmail.com

@ Abby_The_IA

www.Abbytheia.com

(slides will be up online later today)