IMC UX

User Experience DesignU of U IMC Certificate ClassMarch 1, 2010

Experience Design

“The design of anythingindependent of medium or across mediawith human experience as an explicit outcomeand human engagement as an explicit goal”

- Jessie James Garrett, Adaptive Path

Digital Engagement Continuum

User Experience & IMC

The digital actualization of IMCis

User Experience Design (UX)

User Experience Happens...

UX happenswith or without

design consideration!

There is no “I” in Integrated

Uncoordinated elements of a web experience

visual design

copy/text

information/content

navigation

layout/content presentation

processes

animations

creative

marketing

business

information architecture/ interaction design

error messages

outside resource

music/sound

help

engineering

product VP’s assistant

interactions/system response

via Cindy Chastain

UX Challenges

• Isolated corporate silos

• Old school approaches

• web as print

• interruptive advertising

• “mediumism” = academic approach

• Powerless middle management

• Prohibitive culture

• Truly a multidisciplinary skill

Achieving Great UX

• Willing Management (Leadership vision)

• Open Culture (Fail Fast, Fail Often)

• Agile Business Model (Adaptability)

UX for Business

“Good design is good business”

- TJ Watson, founder of IBM

UX is Good Business

AppleElectronic ArtsGoogleJet BlueNetflixNikeProgressiveRIMTargetYahoo

UX: From 50,000 Feet

Service Continuum

The Process

Basic business we’re skimming:

• Research

• Analysis

• Strategy

• Branding

Elements of UXDeliverablesValues

via Peter Morvillevia Vinay Mohanty

UX Values

Useful If it's not useful, who cares if it's usable?

Usable Don't make me think!! ! (Steve Krug, who wrote the book)

Desirable Positive experiences build brand loyalty.

Accessible Available to all, regardless of disability.

Findable You can't use what you can't find.! ! (Peter Morville: The Age of Findability)

Credible Quality design builds trust.

via Morville & Mohanty

UX Equation

OptimalUser Experience

function

performance

ease of use

beauty

emotion

meaning

Tangible Intangible

via Cindy Chastain

UX: A Process

The User Focus

• Internal perception of your customer is usually not as close to reality as your company thinks; likely shaped by internal factors like formal accounting divisions

• Be a pusher: the term “User” is also associated with drug dealers! Internet behavior is addictive, so be on the supply side

Brand Messaging

Stakeholders Strategic Message

Internal: Board, Exec, Sales, etc. “Individual Message”

External: Vendors, Competition, Members “Individual Message”

Value Proposition

Context

Context: Personas

!"#$"

User Stories(Use Cases)

Context: Matching User Behavior

!"#$%&

Context: Matching User Behavior

!"#$%& !"#$%&' !"#$#%

!"#"$%&'" !"#$%#$ !"#$#%&#

!"#$%&

'()#)"*+(,-."

*/01'01

23'!'0*'

3'4'560*'

!"#$%#&'(

)*&+#",-./*&,

01*%21.34#-5#",1/6

/$7)7(#879:

!&#$7()

1+;7%,

Content Flow

Utilizing the Internet as a publishing platform, brands must realize that it is a fast moving STREAM and publish accordingly

photo via Flickr user alexwilkes

Usability

Design

Utility

==

=Interaction

DesignGraphic Design

Information Architecture

User Experience

Digital Design Deliverables

+

Usability

Design

Utility

==

= IA

IxD

Art

UX

Digital Design Deliverables

+ Flats

Wireframes

Outline

BrandingWebsite UX Design Process

IA

IxD

Art

UX

MessagingPersonasContent Strategy

Maintenance

User Testing/Research

Q/ATechnicalProduction

*based on work by Challis Hodge

Technology

Development Approaches

• Open Source vs Commercial

• Waterfall vs Agile

• Custom vs Frameworks vs Platforms

• User-Centered Design vs 37signals

Online MarketingIf you build it, they won’t necessarily come...

• SEO: Search Engine Optimization

• Advertising: Key Word, Display

• Analytics & Optimization

• Content Scheduling & Creation

• Promotions

• Email Campaigns

• Social Media: Monitoring & Engagement

Oh... about the iPad• This “magical” device will redefine

UX - Fullscreen Multitouch!• Success Factors

• Kills the “desktop/windows/folders” GUI metaphor

• Apps make the device an “appliance”• Expanded gesture vocabulary feels

natural• Smart “head” to other devices via docking• Integrated content delivery

Chris Carlston

Solutions ArchitectDigital Strategist

[email protected]@chriscarlston

Thank You!