UX for Marketers - Marketing Camp Oxford 2017
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Transcript of UX for Marketers - Marketing Camp Oxford 2017
Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota
UX for marketersMariana Morris
Director and UX Designer at FrutoCo-founder of UX Oxford
Marketing Camp Oxford, 2017
Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota
How to create intuitive user journeys and improve conversion.
Mariana Morris
Director and UX Designer at FrutoCo-founder of UX Oxford
Marketing Camp Oxford, 2017
Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota
You’ve got users to land on your website. Now what?
Mariana Morris
Director and UX Designer at FrutoCo-founder of UX Oxford
Marketing Camp Oxford, 2017
UX DesignEssential Toolkit8 UX design techniques
frutostudio.co.uk@MarianaMota
The importance of UX Design
frutostudio.co.uk@MarianaMota
“Design has transformedfrom an afterthought (thelipstick on the pig) to aprerequisite. Customers atthis point are starting todemand great experiences.”
Josh BrewerFounder/CEO at Made by Habitat. Previously: Principal Designer at Twitter
frutostudio.co.uk@MarianaMota
Design in Tech#DesigninTech report
John Maedadesignintechreport.wordpress.com
frutostudio.co.uk@MarianaMota
Tech is no longer the differentiator
Design mergers and acquisitions #DesigninTechSource: https://designintechreport.wordpress.com/
frutostudio.co.uk@MarianaMota
Design mergers and acquisitions #DesigninTechSource: https://designintechreport.wordpress.com/
frutostudio.co.uk@MarianaMota
UX in GovGovernment Digital Service
gds.blog.gov.uk
frutostudio.co.uk@MarianaMota
frutostudio.co.uk@MarianaMota
frutostudio.co.uk@MarianaMota
How to ensure we are meeting users expectations and needs?
frutostudio.co.uk@MarianaMota
UX DesignEssential Toolkit
frutostudio.co.uk@MarianaMota
Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota
UX Design Essential Toolkit
8 UX design techniques
1. Identify user groups2.3.4.5.6.7.8.
Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota
UX Design Essential Toolkit
8 UX design techniques
1. Identify user groups2. Run user interviews3.4.5.6.7.8.
Oxford Computer Consultants doing user research for National Grid
Ethnographic research
frutostudio.co.uk@MarianaMota
Oxford Computer Consultants running usability testing at Bath & North East Somerset Council
User interview
frutostudio.co.uk@MarianaMota
Planning user interviews
1. Write down key objectives
2. Define user groups
3. Recruit representative users from each user group
4. Write down some prompts/questions.
http://bit.ly/planning-userinterview
frutostudio.co.uk@MarianaMota
User research ≠ Market research
“Market research is a systematic process of collecting and analyzing target customer data, the competition, and the target market environment to aid in making marketing, branding, messaging, positioning, and pricing decisions. The primary goal is to understand what people will buy and how to incite them to buy your product.”
“User research, on the other hand, focuses on understanding the behavioral aspects of the users and more accurately identifies their needs. This research drives specific design decisions by determining how people will use a product and how to control user interactions via the interface design.”
https://www.linkdex.com/en-gb/inked/market-research-vs-user-research/frutostudio.co.uk@MarianaMota
It’s not about what users want, it’s about what users need.
frutostudio.co.uk@MarianaMota
Alan Cooper
Pioneer in interaction design
https://youtu.be/sNWBnCazIcU?t=5m16
@MarianaMota
Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota
UX Design Essential Toolkit
8 UX design techniques
1. Identify user groups2. Run user interviews3. Create personas4.5.6.7.8.
Personas (lean, concise)
1) User group, name, location
2) DemographicsGender, age, job roles, location, status, attitudes, technical ability, level of experience
3) BehaviourExisting behaviour they exhibit now, because they don’t have your solution.
4) Goals and needsWhat are they trying to accomplish? What are their needs?
5) ExpectationsWhat do they expect from your solution?
frutostudio.co.uk@MarianaMota
Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota
UX Design Essential Toolkit
8 UX design techniques
1. Identify user groups2. Run user interviews3. Create personas4. Map out user journeys5.6.7.8.
“A user journey is a path a user may take to reach their goal when using a particular website. User journeys are used in designing websites to identify the different ways to enable the user to achieve their goal as quickly and easily as possible.”
http://www.experienceux.co.uk/faqs/what-are-user-journeys/
frutostudio.co.uk@MarianaMota
User journey
ACTION ACTION ACTION GOAL
TRIGGER
Actions, not pages.
frutostudio.co.uk@MarianaMota
User journey
ACTION ACTION ACTION GOAL
TRIGGER
TRIGGER:My coffee machine is broken.
See options of coffee machines
View details, to see if matches my needs
Make payment
Buy a coffee machine
frutostudio.co.uk@MarianaMota
User journeys are not page flows.
1) User journeys: we map out users’ mental models, ie. how users think about achieving a task.
2) Page flows: We map out how the system will be designed to match those mental models (user journeys)
frutostudio.co.uk@MarianaMota
Users’ mental models.
“A mental model represents a person’s thought process for how something works (i.e., a person’s understanding of the surrounding world). Mental models are based on incomplete facts, past experiences, and even intuitive perceptions. They help shape actions and behavior, influence what people pay attention to in complicated situations, and define how people approach and solve problems.”
https://uxmag.com/articles/the-secret-to-designing-an-intuitive-user-experience
frutostudio.co.uk@MarianaMota
frutostudio.co.uk@MarianaMota
Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota
UX Design Essential Toolkit
8 UX design techniques
1. Identify user groups2. Run user interviews3. Create personas4. Map out user journeys5. Design a page flow6.7.8.
Page flow
See options of coffee machines
View details
Make payment GOAL
TRIGGERMy coffee machine is broken.
Buy a coffee machine
Homepage Listing page Payment page
Content:• Search• Info about…
CTA:Search
Content:• Details about machines
CTA:Buy (for each individual machine)
Content:• Reassurance it’s secure
CTA:Confirm payment
frutostudio.co.uk@MarianaMota
Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota
frutostudio.co.uk@MarianaMota
Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota
Call to action
Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota
Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota
UX Design Essential Toolkit
8 UX design techniques
1. Identify user groups2. Run user interviews3. Create personas4. Map out user journeys5. Design a page flow6. Wireframe7.8.
Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota
Wireframes
● Content● Structure● Layout● Page flow
Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota
UX Design Essential Toolkit
8 UX design techniques
1. Identify user groups2. Run user interviews3. Create personas4. Map out user journeys5. Design a page flow6. Wireframe7. Run usability testing8.
frutostudio.co.uk@MarianaMota
Preparing for usability test
sensible.com/downloads-rsme.html
● Usability test script
● “Things a therapist would say” (List of things the facilitator can say while the participant is doing the tasks)
● Demo test video
frutostudio.co.uk@MarianaMota
Quantitative analysis
Hot jar
http://awdd.co.uk/wp-content/uploads/2016/04/hotjar-video.jpghttps://webdesignledger.com/wp-content/uploads/2015/06/05-funnels-testing-hotjar-screenshot.jpg
frutostudio.co.uk@MarianaMota
Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota
UX Design Essential Toolkit
8 UX design techniques
1. Identify user groups2. Run user interviews3. Create personas4. Map out user journeys5. Design a page flow6. Wireframe7. Run usability testing8. Apply visual design
Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota frutostudio.co.uk@MarianaMota
Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota
Thank you.
Any questions?
@marianamota
@frutostudio
Find more on:
frutostudio.co.uk/blog