Integrating UX in to a Growth Digital Agency
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Transcript of Integrating UX in to a Growth Digital Agency
UXAndrew Shanley
@ a n d y s h a na n d y @ a n d r e w s h a n l e y. c o . u k
Integrating
In to a Growth Digital Agency
A n d r e w S h a n l e y@ a n d y s h a n
What's coming up...
A n d r e w S h a n l e y@ a n d y s h a n
The Growth Digital Agency (GDA) Challenges
Introduction to UX
Why UX matters / ROI
Current and future issues
The Working UX team
UX Vs IA
Where UX fi ts in to the development cycle
What service we provide, and when (Engagement model)
What's coming up
A n d r e w S h a n l e y@ a n d y s h a n
The Growth Digital Agency (GDA)- Challenges
A n d r e w S h a n l e y@ a n d y s h a n
A Growth Digital Agency is an agency that's growing fast! With this comes it's own challenges. Some common themes:
Cost: "UX is expensive - we can't afford it"
Importance: "UX will eats in to project time"
Agency size: "Do we need to a UX department?"
Understanding: "Clients don't get UX.. WE don't get UX"
Is it really being practised? : "We already do wireframes!"
Challenges
A n d r e w S h a n l e y@ a n d y s h a n
So why do UX in the first place?
A n d r e w S h a n l e y@ a n d y s h a n
h t t p : / / w w w. n n g r o u p . c o m / a b o u t /h t t p : / / w w w. u x - l x . c o m / d o n n . h t m lh t t p : / / w w w. i x d s t u d i o . c o m / b l o g / 8 - t h i n g s - e v e r y - u i - d e s i g n e r - s h o u l d - k n o w /h t t p : / / u x d e s i g n . s m a s h i n g m a g a z i n e . c o m / 2 010 / 10 / 0 5 / w h a t - i s - u s e r - e x p e r i e n c e - d e s i g n - o v e r v i e w - t o o l s - a n d - r e s o u r c e s /
Coined by Dr. Donald Norman*, 'user experience' (UX) is "design centered on the user’s wants and needs – an experience that gets beyond business
goals and digs into users’ goals" (circa 1993)
UX is the notion that not only design but strategic decisions should be based on the needs and wants of users.
*Nor man is a cognit ive sc ience researcher, co- founder of Nielsen Nor man Group and for mer vice-president of Apple .
A definition
A n d r e w S h a n l e y@ a n d y s h a n
In a commercial context
R A Z O R B R A N D I N G ™ : B R A N D I N G T O U C H P O I N T S : h t t p : / / w w w. t h e r u s s o g r o u p . c o m / b r a n d i n g - t o u c h p o i n t s /
UX design is driven by consideration of the moments of engagement, or touchpoints, between people and brands, and
the ideas, emotions, and memories that these moments create.
A n d r e w S h a n l e y@ a n d y s h a n
The product The experience
A better definitionCLIENT
needs
USERneeds
USERneeds
CLIENTneeds
Moment of engagement
strategy
A n d r e w S h a n l e y@ a n d y s h a n
Why UX matters
A n d r e w S h a n l e y@ a n d y s h a n
The ROI of UX
Reduced COST
Increased PRODUCTIVITY
Increased SALES
Increased BRAND LOYALTY
Increased BRAND ADVOCACY
User centred product + increased client buy-in+ user testing at earlier stages =Fewer latter-stage iterations and code-rewrites
Users can fulfi l their tasks faster, less effort required
Pain points reduced, reduced barrier to sales( h t t p : / / w w w. u i e . c o m / a r t i c l e s / t h r e e _ h u n d _ m i l l i o n _ b u t t o n / )
Pleasant emotions and memories associated with product and brand.. .
. .tell all your friends about it!
U X B a s i c s & T h e R O I O f U X : h t t p : / / w w w. s l i d e s h a r e . n e t / a l g o r h y t h m / u x - b a s i c s - t h e - r o i - o f - u x
A n d r e w S h a n l e y@ a n d y s h a n
The ROI of UX
Reduced COST
Increased PRODUCTIVITY
Increased SALES
Increased BRAND LOYALTY
Increased BRAND ADVOCACY
User centred product + increased client buy-in+ user testing at earlier stages =Fewer latter-stage iterations and code-rewrites
Users can fulfi l their tasks faster, less effort required
Pain points reduced, reduced barrier to sales( h t t p : / / w w w. u i e . c o m / a r t i c l e s / t h r e e _ h u n d _ m i l l i o n _ b u t t o n / )
Pleasant emotions and memories associated with product and brand.. .
. .tell all your friends about it!
U X B a s i c s & T h e R O I O f U X : h t t p : / / w w w. s l i d e s h a r e . n e t / a l g o r h y t h m / u x - b a s i c s - t h e - r o i - o f - u x
Or, rather than increased brand advocacy, could the measure be a
reduction in brand opposition ?
A n d r e w S h a n l e y@ a n d y s h a n
So, we need to sellthis approach ( ) back in to the client
There is much value
to be had.. ..in designing around user needs
USERneeds
CLIENTneeds
A n d r e w S h a n l e y@ a n d y s h a n
UX Scope: where UX gets involved
A n d r e w S h a n l e y@ a n d y s h a n
UXers sit further toward the ‘person’ end of the scale, focusing on understanding end users, stakeholders, and what is going to work well for them as a wholistic experience.
The GDA's UX team should work closer with the Insights, analytics and research departments
The GDA's UX teams' aim is to add strategic value to project teams.
The Elements of User Experience (2002)J e s s e J a m e s G a r r e t t h t t p : / / w w w. j j g . n e t / e l e m e n t s /
The User Experience strategy
A n d r e w S h a n l e y@ a n d y s h a n
GDA UX team touchpoints: bridging disciplines
User researchContent strategy
Information architecture
Interaction design
Usability
Visual design
T h e U X U m b r e l l a [ a d a p t e d ] , D a n W i l l i s ( @ u x c r a n k ) 2 011
strategy
dev.
Bridging UX with those assoc iated d isc ip l ines , on
e i ther s ide , in other areas o f the companyUX
A n d r e w S h a n l e y@ a n d y s h a n
GDA UX team touchpoints: information architecture
User researchContent strategy
Visual design
T h e U X U m b r e l l a [ a d a p t e d ] , D a n W i l l i s ( @ u x c r a n k ) 2 011
strategy
dev.
Information architecture
Interaction design
Usability
Information architecture Bridging UX with those assoc iated d isc ip l ines , on
e i ther s ide , in other areas o f the companyUX
A n d r e w S h a n l e y@ a n d y s h a n
GDA UX team touchpoints: test iteratively
User researchContent strategy
Visual design
strategy
dev.
Information architecture
Interaction design
UsabilityBridging UX with those assoc iated d isc ip l ines , on
e i ther s ide , in other areas o f the companyUX
Information architecture
Testhypothesis
Testhypothesis
Testhypothesis
Testhypothesis
A n d r e w S h a n l e y@ a n d y s h a n
GDA team and structure
A n d r e w S h a n l e y@ a n d y s h a n
UX
F o c u s e s i n g a t h e r i n g i n s i g h t sa b o u t t h e u s e r s f r o m s o c i a l n e t w o r k s ,
s u r v e y s , i n t e r v i e w s a n d w o r k s h o p s . C r e a t e s p e r s o n a s t o s y m b o l i c a l ly
r e p r e s e n t e n d - u s e r g r o u p i n g s
GDA UX Team
User Researcher Information Architect User TesterC r e a t e s hy p o t h e s e s , r e s e a r c h e s h o l i s t i c a n d
c o mp e t i t o r e n v i r o n e m n t s , w o r k s w i t h p e r s o n a s a n d u s e r r e s e a r c h t a k e - aw ay s t o
c r e a t e n av i g a t i o n a n d h i e r a r c h i c a l s t r u c t u r e s ( fl o w d i a g r a m s , s i t e m a p s ,
c o n t e n t m a p s , w i r e f r a m e s , s t o r y b o a r d s , e t c )
T e s t s hy p o t h e s e s . C r e a t e s w a l k - t h r o u g h s u s i n g A x u r e , o r
I n v i s i o n A p p .
A n d r e w S h a n l e y@ a n d y s h a n
GDA UX competency levels
Information Architect (IA) UX Senior UX
Junior Mid-weight Senior
IA concer ns str uctureEmphasis on del iverablesVer y hands onBAU: Business as usual workAspire to g row in to UX role
User Experience concer ns emotionEmphasis on faci l i tating engagement
Bridging research and design teamsTraining IA and mid-weights
Brief / RFP interpretation
Title
Competency
Emphasis
A n d r e w S h a n l e y@ a n d y s h a n
Issues identified
A n d r e w S h a n l e y@ a n d y s h a n
What we've heard you say (account managers)...
"Let's just do some wireframes"The poor mans designer
"This needs to be UX'd"The buzz word
"We've done this design, it's not quite working, can you look at it?"
[on a new project]
The afterthought (usability audit)
= We know UX needs to be applied, but we don't quite get the where, when and how.. .
A n d r e w S h a n l e y@ a n d y s h a n
Why? Because UX is not UI - It's much more...
StrategyUser needs
Client / product objectives
ScopeFunctional specs
Content requirements
StructureInteraction design
Information architecture
SkeletonInterface design
Navigation design
Information design
SurfaceVisual design
I c e b e r g o f I A , P e t e r M o r v i l l e 2 0 0 0
A n d r e w S h a n l e y@ a n d y s h a n
Why? Because UX is not UI - It's much more...
A n d r e w S h a n l e y@ a n d y s h a n
How we can make this even better
A n d r e w S h a n l e y@ a n d y s h a n
Design
UX is not (only) about design or wireframes, nor is it solely about creating and handing off design deliverables.
We must continue to avoid the user experience from becoming the final part of the equation
A n d r e w S h a n l e y@ a n d y s h a n
Deployment
Business as usual
(BAU)Strategy and
planning
Development Design
UX touches pretty much all stages of the project lifecycle
Requirements analysis and
user research
A n d r e w S h a n l e y@ a n d y s h a n
. .It's more like thisD e p l oy m e n t
B u s i n e s s a s u s u a l
( BAU )
Strategy and planning
DevelopmentDesign and
user testing
Requirements analysis and
user research
C l i m a t e / h o l i s t i c / b e s t o f b r e e d r e s e a r ch
C o l l e c t a n d i n t e r p r e t s o c i a l d a t a , a n a ly t i c s a n d s e a r ch d a t a
I n t e r p r e t i n g c l i e n t / s t a ke h o l d e r b r i e f
D e t e r m i n e u s e r s t o r i e s ,
Wo r k s h o p s , s u r ve y s a n d i n t e r v i e w s
W i r e f r a m i n g a n d s t o r y b o a r d i n g
P r o t o t y p i n g
C r e a t i n g a n d w o r k i n g o f f p e r s o n a s
P r e s e n t a t i o n s
Q u a l i t y a s s u r a n c e ( Q A )
Q u a l i t y a s s u r a n c e ( Q A )
A / B a n d c l i ck t e s t i n g
Put in to perspective
C o n t e n t a u d i t
P r o c e s s fl ow s / u s e r j o u r n e y s
C a r d s o r t - > S i t e m a p / c o n t e n t m a p
A n d r e w S h a n l e y@ a n d y s h a n
To be reviewed as UX team grows. If in doubtTalk with the Head of UX
Any budget, any size Smaller project with lesser budgets
Engagement model:On what scale should UX resource be used?
Websites, intranets, microsites
Channels[E.g. Youtube/other]
N/A - unless complex
Infographics and single Facebook pages
With a small team and a large amount of work coming in, how can we ensure only those projects requiring UX, get UX. Rule of thumb: UX to be used when the
following criteria is met (this will differ per GDA):
A n d r e w S h a n l e y@ a n d y s h a n
Deployment
Business as usual
(BAU)Strategy and
planning
Development
Requirements analysis
Design
Strategy and planning
Engagement model:At what point should UX be kicked off?
Head of UX is to work closely with producers and accounts to assist with:- Defi ning UX scope of work i .e. what UX process to use*- Timings- UX/IA resource allocation
*The scope o f UX required d i f fers pro ject to pro ject .
Some pro jects may require wireframes only.
Some may require fu l l research, surveys , interviews, s tor ies , s i te maps , jour neys , prototypes , wireframes .
Here
A n d r e w S h a n l e y@ a n d y s h a n
Integrating UX in to a largely tech-focused agile way of working (diffi cult, but can be done)
Getting UX and dev organised; establishing the relationship betweenProduct Owners and UX; getting UX work into the backlog; etc
Potential inner-departmental fi ghting for allocation of resourceUX wants MORE, Design wants MORE, Tech wants MORE…
New starter knowledge - particularly on account/producer team:Communicating the fundamentals
UX is a new area and the team is growing and evolving - how do we communicate changes?
More of these presentations every 3 / 6 months
Challenges
A n d r e w S h a n l e y@ a n d y s h a n
UX should be something a GDA sells to clients - it 's not 'added' value; it adds real strategic signifi cance. There is actual ROI - something to explore further
UX is not (only) about UI or wireframes. It 's about understanding a users emotional connections at various touch points with the brand or product
The core UX team of a GDA consists of a User Researcher, Information Architect, and a User Tester. Skills will sometimes overlap. Communication must always overlap.
Collaboration is key.
The role of an Information Architect is about the hands-on organisation of data and content i .e. the creation of site maps, wireframes and prototypes
The role of Head of UX is about defi ning the UX process per-project, working on briefs and RFP's, and bridging UX disciplines with associated disciplines in other areas of the company > strategy,
research, analytics, design
UX is to be kicked off at the strategic/onboarding stage
The UX process dif fers depending on client, budget, resource, timescales, scope
Takeaways
Thank you
Andrew Shanley@ a n d y s h a n
a n d y @ a n d r e w s h a n l e y. c o . u k