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The material contained in this document is proprietary and confidential to Molecular. Copies are made available on the basis that use is limited to the sole purpose of evaluating the Molecular services. It is not permissible to use, modify, copy or disclose any information contained herein for any other purpose without the express written permission of Molecular. If you are not the intended recipient of this material you are requested to take immediate steps to destroy it.
Evan Gerber,
Principal Consultant, Experience Design
Focusing on the User
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Objectives
• Learn how Molecular is shifting the strategic approach to user centric development by– Bringing the brand dialogue to the consumer
– Creating dynamic and compelling user experiences
– Developing engaging and maintainable web presences
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The Philosophy
• Wikipedia Says:– “user-centered design is a design philosophy and a process in
which the needs, wants, and limitations of the end user … are given extensive attention at each stage of the design process.“
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The Philosophy
• Wikipedia Says:– “user-centered design is a design philosophy and a process in
which the needs, wants, and limitations of the end user … are given extensive attention at each stage of the design process.“
• This isn’t quite true– To be truly user centric, the User Needs must be considered at
each and every step of the entire process.
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The Philosophy
• Wikipedia Says:– “user-centered design is a design philosophy and a process in
which the needs, wants, and limitations of the end user … are given extensive attention at each stage of the design process.“
• This isn’t quite true– To be truly user centric, the User Needs must be considered at
each and every step of the entire process.
• User centered design starts at the very beginning, most abstract part of the project, and carries through every single part of the work.
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What is business-centric design?
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What is User Centric Design?
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User Experience is the entire process
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It’s from the very beginning to the very end
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If 3,000 years = 60 minutes
Why User Centric? Communication Styles are Changing
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11 minutes ago Gutenberg invented the printing
press
Why User Centric? Communication Styles are Changing
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Why User Centric? Communication Styles are Changing
3 minutes ago Morse Code
6 seconds ago the mobile phone
12 seconds ago the internet
1 minute ago the fax
90 seconds ago the television
2 minutes ago the radio
2 ½ minutes ago the telephone
0.01 seconds ago the blog
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Used to be that there were pros and consumers
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Consumer electronics opened up the market
Different CompetitorsMore ChoicesNew ConsumersMore Ways to Communicate.
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The evolution of the brand – consumer dialogue
• Before the web, the conversation was with and through the distribution channel
• The focus was on the retailer
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The evolution of the brand – consumer dialogue
• One way conversation with consumers
• Space for consumers to reach back to brand
• The conversation begins, and Pandora’s box creaks open– Online help system
– Feedback forms
• Consumers got a taste, and loved it
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The evolution of the brand – consumer dialogue
• Brands can now interact with their customers, if they know how to communicate
• If they can’t, the conversation will happen anyhow
• It is crucial that brand understand how to engage and create time with their audiences
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The questions that inform the process
• Whom do we talk to?
• How do we build connections with them?
• What is the best way to foster conversation?
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Capture the information in personas
• Defined by the specific goals, behaviors, and attitudes each persona has
• Grounded in research – based on segmentation from survey results
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Solution: Experience Design
Realistic character sketches that represent a site’s targeted user-types throughout site creation and maintenance
• Defined by the specific goals, behaviors, and attitudes each persona has
• Grounded in research – based on segmentation from survey results
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• Mapping personas to content offering (insert brand circle here)
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• DLA?
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Put technology here
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Results
• Blog.nikon.usa.com has already started a meaningful dialogue
• Measuring the duration of engagements
• Tracking paths to see where the users are going
• Lowering TCO through consolidation of microsites
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Lessons Learned
• Educate Internally and Externally– Add extra time
– Get client in the weeds of interwoven asap
– Educate upwards
• Involve Tech, Early and Often– Involve the team at the very beginning
– If needed, bring out outside expertise Involve Tech, Early and Often
– Involve the team at the very beginning
– If needed, bring out outside expertise
Lessons Learned
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Thanks for your time!
• Any Questions
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Now Shifting to….
• Attend other sessions:– Today 2:45pm Trends Track “Web 2.0 and Social Networking”
– Thursday 4:10 Business Track “Driving Growth by Leveraging Targeted Extranets with Rohm and Haas”
– Friday 10:00am Business Track “Delivering Real Value by Optimizing Your Online Business with TransUnion”
• Demo Stations – TeamSite, LiveSite, Segmentation & Analytics
• Partners in Partner Pavilion – Molecular, Translations.com, FAST
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Contacts• Evan Gerber
– [email protected]
– 415-541-2835
• Eben Miller– [email protected]
– 512-657-7851