Creating value with UXBASIS - Copenhagen Business School
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Transcript of Creating value with UXBASIS - Copenhagen Business School
brings you a presentation
Creating value with
2 | Presenting UXBASIS | 26.09.2010
What I will cover today
• My background, work and experience
• The Quiet Revolution• What it means for business
• The currency for change
• How we provide value to business
• We call this UXBASIS• Understanding business culture
• Business Intelligence
• Analysis
• Structure
• Interaction
• Sample
• Concluding thoughts
3 | Presenting UXBASIS | 26.09.2010
Hello Group is a Next Practice agency - characterised by a wide variety of well informed practitioners who are user focused. We go beyond a ‘best practice’ approach to creative
execution and are concerned not just with what works but what can work better.
Hello Group formed in 2006. 25 employees specialising in
UX, design and communication
flickr: Kofoed
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How did we get here?
The Quiet Revolution
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The term social media (just like digital before it) is becoming a label to plaster on just about everything. It stops having any use as a term – it becomes meaningless. To many it is their reality, they do not think ‘what is this?’ They are using ‘digital’ technology or online social
networks to live their lives without a second thought.
flickr: jessicagarro
“ What is this technology?”
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flickr: colodio
the ability to share information has reached an unprecedented level in terms of scale and speed
‘Youth’ drives innovation and change. They are early adopters, of course they always have been but the ability to tell others has reached an unprecedented level in terms of scale and speed. They listen to peers, just like we all do and this drives adoption of services or products. The watercooler has been replaced by Twitter. A twitter break replacing the smokers social chat.
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We have plenty to work with, in a world of growing information
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flickr: Hamadryades
“Value goes to those who know how to create, store, manipulate and use information…success has more to do with innovation, and the creation
of entirely new products, industries and very different kinds of jobs.”
Adam Hartung
9 | Presenting UXBASIS | 26.09.2010
Creating movements for commerce
It is not just about a Flip camera or the new Ford Fiesta (both successful products driven by Youth) Ford enjoyed 50,000 prospective leads in a very challenging market and at a time of economic uncertainty
Marketing is being redefined, the message can no longer be simply pushed but must appear where an audience is.
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Creating movements for action
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Creating movements for political change
Information is more freely available and faster than ever. This causes companies and governments to react in different ways (Egypt and Wikileaks). Change is challenging and
disruptive. It causes inconvenience and discomfort. It can be seen as good but somebody will always see it as a bad thing.
12 | Presenting UXBASIS | 26.09.2010
“ This revolution started online. This revolution started on Facebook.
This revolution started in June 2010 when hundreds of thousands of Egyptians started
collaborating with content. I've always said that if you want to liberate a society just give them
the Internet.”
Wael Ghonim
flickr: monasosh
13 | Presenting UXBASIS | 26.09.2010
With so many people having such a persuasive voice, opinion becomes as important as revenue for business. Trust matters for people and they ask for transparency.
Commerce is quicker and has less friction than ever before. The networked economy means that a business will feel dips faster.
flickr: Carbon Arc
14 | Presenting UXBASIS | 26.09.2010
Getting attention is harder than ever. Your customers are no longer in one place. To get information to them requires a strategy that is holistic and sustainable
All touch points need to be considered and those who must monitor the information require support and resources provided
"Digital reputation is now your reputation, whether you like it or not. It's now the truth
about you.”
Michael Fertik – Reputation.com
flickr: Fovea Centralis
15 | Presenting UXBASIS | 26.09.2010
Hello Group provides business value through:
Insights - Creativity - Strategic planning
We provide the information and data that leads to innovation from insights (design research) and creativity (IA, Interaction and visual design)
We also provide strategic planning for our clients to engage with their customers through the services they use (social networks and communities)
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flickr: julianbleeker
User experience is more than usability
How things look (visual design) how they work (how usable, the interaction and development of functionality) and how the product answers the needs and wants of a user (aligned to the
business purpose) all are a part of the user experience.
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How did we get here?
We call it UXBASIS
UXBASIS is a way of practically applying techniques from a business perspective, while keeping true to the goals of the users.
UXBASIS is a process based on our experience of building digital solutions.
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UXBASIS
A process A set of tools A communication aid enabling collaboration A pitch tool to gain buy in
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UXBASIS
UXBASIS has 5 sectionsEach section holds several methods
Each section covers a particular user experience need
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How did we get here?
Understanding business culture
The work undertaken by us involves a degree of an organisational challenge (and sometimes change) for the client. Knowing the type of business culture is really valuable to us before we
start work. Knowing the expectations and likely obstacles give us a good understanding and also where the work may take the client.
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Business Intelligence UXBASIS
Business focused information gathering
For this reason we always start any project with fact finding around the key decision makers; The market they operate in and the culture of their company
We identify the clients needs, clarify and finalise the brief and note the overall business goals
22 | Presenting UXBASIS | 26.09.2010
Competitor Analysis UXBASIS
• Gives a baseline of what works, and what does not, in the marketplace.
• Establishes best practices in competing products and unique selling points from competitors
• Matrix diagram can help describe pros and cons of competitors
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Friendstream
Chat application
Mail application
Photo viewer
SMS application
Video Player
Media uploader
Status updater
Wifi locator
Calendar
Contact book
ScreenScraper
Sorting Application
Service Notification Consumption Communication Interaction Advantage to user Business Benefit
Viewing and clicking on contacts
Typing into application window
Takes user to app
Takes user to app
Typing into application window
Takes user to app
User bulk uploads images or videoTyping into application windowTyping into application window
Takes user to app
Managing contacts in application
Finding and sorting contacts in application
Seeing activity in their network at a glance ~
Contacting friends in a live way, through the pc *
Convenience seeing webmail through the desktop*Allows a user to view images instantly from the desktop ¤Allows a quicker way to contact to mobile than through a handset*
Loads player on the desktop and pulls in the video clip ¤
Allows user to load multiple files to an online service ¤Allows a user to communicate their status across many surfaces~
Alerts user of networks within range to use ~Share dates with friends ~
Allows management of contacts #
Allows a user to find specific people quickly #
* - Communication: speed and convenience (3)~ - Notification: location, confirmation and activity (4)¤ - Consumption: media and content (4)# - Administration: finding and sorting (2)
Aggregates contact’s information from sources
See your contact’s content on other surfaces ¤
Encourages interaction and increased use of the service
Ensures you keep the user in the Vodafone universe
Convenience aspect reflects well on Vodafone service
Helps in defining the holistic experienceGuarantees network usage through handsets - revenue
Helps create the eco-system of connectivity
Bulk upload functionality can be seen as a USPNotification service that inspires further user
Service connections
Promotes connectivity
More opportunities to connect with each other and use services
Reveals multiple areas and increases footprint in online space
Speed of search will distinguish product from the competition
Competitor Analysis UXBASIS
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Analysis UXBASIS
User focused information gathering
The Analysis section involves:Identifying the user needs
Clarifying the end usersFocusing on content and structure
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Personas UXBASIS
• In-depth descriptions of fictional characters• Focus is on identifying common traits with users• Aim is to cover user behavior, attitude, skills and goals
• Can later be used during testing to ensure appropriate recruitment
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Persona example
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Concept Model UXBASIS
• Provides an overview of possible product elements• Focus is the user wants/needs and the business goals• Aim is to create an overview map everyone can
understand
• Ideally created early and then edited throughout the process
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Concept model example
The concept model is a necessary deliverable to all our projects as it outlines the needs and wants of the user base, alongside the business goals of what the application should satisfy.
29 | Presenting UXBASIS | 26.09.2010
Concept model example
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Structure UXBASIS
Developing the information framework
Information gathered is used to develop the frameworkThe concept model helps to map out areas of information organisation that will be shown in the
wireframe or prototype
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User Journeys UXBASIS
• User path to the goal in the product is defined• Focus is on user’s tasks, behavior and challenges• Aim is a tool from which the information structure
can be generated
• Useful with complex structures and multiple users
32 | Presenting UXBASIS | 26.09.2010
User Journeys UXBASIS
Wants to create profile on Refunite.org.
States a user needs an email address or
can create a quick code
New user logs in
Gets to homepage - sees a clear call to action to register
profile, clicks on button
Asked to supply information and told about security aspects. Tone of copy in encouraging and honest
Enters information into fields on the form. This can be a three step
process
Finally asks for an email address to send notifications of contact and to gain access to site. Privacy policy stated here and security warnings
Website asks user to supply a username and password to enable the user to access their personal area and
mailbox for the next time of usage
Email sent to inbox and system tells user to check their email immediately
User checks inbox, opens mail, clicks on link
Welcomed as a new user, inside the search area of the site. Explanatory text guides
them to the next stage of searching for a relative
Previews the profile, including a photo if added,
and now introduces the final stage for security – access
rights
Or the user has an opportunity to create an
access code by allowing the site to text the code to a
phone, using same technology as a mobile user
User checks phone, gets SMS
1
2 3
4
Uses code to access site (there is a new interface presented to users here if
they have chosen this path to gain entry)
33 | Presenting UXBASIS | 26.09.2010
Refugees United UXBASIS
Particularly useful with complex structures and multiple user types e.g. social networking or ecommerce. User journeys Shows user’s tasks, their modes of behavior
and any potential challenges that a user may discover when using the product.
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Interaction UXBASIS
Creating the flow
Creating flow between pages or states in an applicationDevelop the layout and overall structure
Build product content templates
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Wireframe
• Key pages are produced possibly based on earlier sketches
• Focus is on how the users navigates and completes tasks
• Aim is a tool that can be used to start the interface design
• Can be used in conjunction with a Think Aloud test
UXBASIS
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Wireframe UXBASIS
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Roskilde Blog
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Sample UXBASIS
Testing the results
Verify design decisionsGet feedback for iterations
Ensure business goals are met
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Eye Tracking
• Users are tested using hardware that tracks where they look
• Focus is on the users apparent interest in product elements
• Aim is useful information that helps optimizing the layout
• Eye tracking on visual designs only
UXBASIS
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User Journeys UXBASIS
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Concluding thoughts
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We will start to see IAs appear in companies that you didn’t even think of as ‘digital’
flickr: Chris Hårvard Berge
The management of information, its structure and architecture of information ‘spaces’ will become a larger industry.
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Some concluding thoughts
UCD as a philosophy (understanding who you are designing for) and UX as a discipline form the foundation for the best products and service design.
flickr: Worldofoddy
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Some concluding thoughtsCoupled with engaging communication, marketing becomes inherent in a product and goes beyond normal messaging, connecting where the customer is.
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Verifying content, and ensuring authenticity to those who view it, will make trust and transparency highly valuable qualities as misinformation is everywhere.
flickr: G A R N E T
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Agility (the ability to respond to change), collaboration (integration between disciplines) andtalent acquisition will set companies (and organisations) apart
flickr: Fovea Centralis
Changing organisations and governments used to be a slow process, but the groundswell of ideas and speed of change is accelerating. Coping with this is not only a challenge but also will
be a defining moment in how to progress societies and businesses in the next few years.
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Thank you
@jameskelway
Uxbasis.comHellogroup.com
Userpathways.com
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