How User Experience got a seat in the boardroom
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HOW USER EXPERIENCE got a seat in the boardroom MARKO BON GLOBAL DIRECTOR, USER EXPERIENCE, BROOKS BROTHERS TUCSON, ARIZONA, MAY 16 2013
Transcript of How User Experience got a seat in the boardroom
H O W U S E R E X P E R I E N C Egot a seat in the boardroom
MARKO BONGLOBAL DIRECTOR, USER EXPERIENCE, BROOKS BROTHERS
TUCSON, ARIZONA, MAY 16 2013
A M E R I C A’ S O L D E S T R E T A I L E R195 years of Heritage
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“ W E A R E N O T G O O D B E C A U S E W E A R E O L D , B U T R A T H E R
W E A R E O L D
because we are good.”- Claudio Del Vecchio, CEO
A M E R I C A’ S O L D E S T R E T A I L E R195 years of Heritage
A U S E R E X P E R I E N C E P R I M E Rone guy’s perspective at least
User Experience Design
BusinessBranding
A U S E R E X P E R I E N C E P R I M E Rcrossovers with related disciplines
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A U S E R E X P E R I E N C E P R I M E Rwho we are and where we came from
T E C H N O L O G Y T E S T I N G C R E A T I V E JavaScript, CSS & HTML5 Gurus
Information Architects Human-Computer Interaction (HCI) Majors
Cognitive & Behavioral Psychology ResearchersProduction Artists, Designers
Art Directors, & Creative Directors
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A U S E R E X P E R I E N C E P R I M E Rthe path from Creative to UX
M U L T I V A R I A T E T E S T I N G S K E T C H Y W I R E F R A M E Sor how a colleague from Analytics made an offer I couldn’t refuse or how to communicate from one side of the brain to the other
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A U S E R E X P E R I E N C E P R I M E R... but that doesn’t answer how to end up here
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1 . THE SITE DESIGN PROCESS
2. POST LAUNCH OPTIMIZATION
3. TECHNOLOGY INNOVATION
T H E U S E R E X P E R I E N C E R O L E& how we got a seat in the boardroom
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Who is our customer?
What are their needs?
Where are our touch points?
( & how do we build the right team? )
RIGHT BRAIN QUESTIONS LEFT BRAIN QUESTIONS
What are our business goals?
Who is our target market?
Where do we measure success? W
W
W
T H E S I T E D E S I G N P R O C E S Sthe questions we tend to ask ourselves
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Functional Design
Content Analysis
IA, ID, UI Design,Usability
ProductionEngineering
Discovery & Research Interaction Design Visual Design Engineering
User Research
Requirements
Content Inventory
Content Analysis Content Mapping
Site Map
Card SortingBusiness Objectives
User Goals
Technology Selection
Wireframes
Usability Testing
Content Migration Plan
Visual Comps
Style Guide
CMS Framework HTML CSS Template
Content Migration
Testing
Launch
T H E S I T E D E S I G N P R O C E S SUX has a role in nearly every phase
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R E - A R C H I T E C T I N G the I N T R A N E TBy running card-sorting exercises with colleagues across every Division
D E F I N I N G J A P A N U S E R N E E D SBy teaching colleagues in the Japan Office How to do a Site Audit
T H E S I T E D E S I G N P R O C E S SUX engages across silos, divisions, regions
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T E C H N O L O G Y & T I M E L I N E R E C O M M E N D A T I O N Sbased on business objectives & user requirements
T H E S I T E D E S I G N P R O C E S Sa key boardroom presentation
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S H O R T T E R M O P T I M I Z A T I O Nfor the existing site
F I L T E R I N G B Y C A T E G O R Yfor the proposed site
P R O D U C T T A X O N O M Yfor the proposed site
T H E S I T E D E S I G N P R O C E S Spre launch optimization & IA
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users engaging in the left navigation filters
WERE SPENDING 6 TIMES MORE...than users who didn’t engage in the left nav
P O S T L A U N C H O P T I M I Z A T I O None particular a-ha moment
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Hypothesis:Collapse “Categories” so that the user has easier access to the grid filters.
Test:Explore Messaging and Furled vs. Unfurled Variations.
LEFT NAV TEST 1 LEFT NAV TESTS 2&3 LEFT NAV TESTS 4&5
Hypothesis:We can further optimize against Winner of Test 1
Test:Change sequence of filters, prioritizing Fit, Size or Color
Hypothesis:Successes in Men’s Left Nav are not necessarily applicable to Women’s.
Test:Change sequence of filters, prioritizing Fit, Size or Color
P O S T L A U N C H O P T I M I Z A T I O Na deeper dive into the left nav filters
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FIT GUIDE TEST 1
Hypothesis:We can do more to educate our new and existing customers on Dress Shirt Fits
Test:Include Fit information on Mood Bannersfor both Unrefined and Refined grids.
unrefined refined6 possible
experiences
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WINNER: CHALLENGER C METHODOLOGY
P O S T L A U N C H O P T I M I Z A T I O Ntaking filter learnings one step further
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WINNER: CHALLENGER D
LIFT:
3.4%
WINNER: CHALLENGER A
LIFT:
2.1%
WINNER: CHALLENGER F
LIFT:
10.9%
WINNER: CHALLENGER D
LIFT:
7.8 %
WINNER: CHALLENGER A
LIFT:
4.1%
WINNER: CHALLENGER A
LIFT:
5.8%
P O S T L A U N C H O P T I M I Z A T I O Nreporting our successes
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C R E A T I V E / U S E R E X P E R I E N C E E D I T SMonthly CRUX Review with CEO
T E C H . R E L E A S E N O T E SWeekly Code Replication Updates
P O S T L A U N C H O P T I M I Z A T I O Ngathering feedback mid-project & reporting on fixes, updates
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W E E K L Y S I T E R E P O R T W E E K L Y E M A I L R E P O R T M O N T H L Y S I T E U S A G E R E P O R TPresented by Analytics to the Creative Team
P O S T L A U N C H O P T I M I Z A T I O Nreporting “downward” not just “upward”
Presented by Analytics to the Creative Team Presented by Analytics to the Creative Team
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“ D O better,RIGHT NOW.”
- 8th Floor Motto
T H E U S E R E X P E R I E N C E R O L Ein Technology & Innovation
faster, more,
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T H E U S E R E X P E R I E N C E R O L Ein Technology & Innovation
“ W E L C O M E M A T ” C O M M U N I C A T I N G C O S T & S H I P P I N Gsimplifying the complexities of a phased launch
INTERNATIONAL SITE LAUNCH
across all touch points of the site experience
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T H E U S E R E X P E R I E N C E R O L Ein Technology & Innovation
M O B I L E S I T E D E S I G N F U N C T I O N A L S P E C I F I C A T I O N SVendor, Tech PM, & UX6 weeks, designed purely by UX
RESPONSIVE DESIGN
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T H E U S E R E X P E R I E N C E R O L Ein Technology & Innovation
T H E F I N I S H E D P R O D U C Tthe Design Your Own experience
S E L L I N G T H E P H O T O S H O O Tarticulating the vision upward, securing budgets
W I R E F R A M I N G P R O C E S Sintense collaboration with the merch-data team
PRODUCT CUSTOMIZATION
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T H E U S E R E X P E R I E N C E R O L Ein Technology & Innovation
C O M P E T I T I V E L A N D S C A P E S T U D YBest Practice Research on Apple, Crate&Barrel, REI, BestBuy
C O M P L E T E W I R E F R A M E S E TBuy Online Pickup InStore User Experience
OMNICHANNEL
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T H E U S E R E X P E R I E N C E R O L Ein Technology & Innovation
L A N D I N G P A G E S N U L L S E A R C H R E S U L T S
H O M E P A G E P R O D U C T D E T A I LP A G E S
E M A I L
PERSONALIZATION
