Ux Intro Pitch Deck Me Interactive

52
An Introduction to User Experience Design 12 July 2009 Presented by Steve Haak

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Transcript of Ux Intro Pitch Deck Me Interactive

Page 1: Ux Intro Pitch Deck Me Interactive

An Introduction to User Experience Design

12 July 2009Presented by Steve Haak

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Page 2© 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.

Agenda » Who We Are

How We WorkOur OrganizationOur CapabilitiesClient Case StudiesWhy Clients Choose Us

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Page 3© 2009 Microexcel, Inc. All rights reserved. Confidential and Proprietary to Microexcel, Inc.

We are over 100dedicated internetprofessionalsacross seven officeswith an average of 10+ years of experience

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TRADITIONALAGENCIES

Create and build market awareness

TECHNOLOGYCONSULTANTS

Design andbuild IT systems

We maximize the value of an integrated online channel.

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Overview

100 professionals with an average of 10+ years experience

100+ active clients across a wide range of industries

Recognized experts around a user-centered, insight-driven approach to designing web experiences

Deep technology experience with content management, portals, e-commerce, personalization and business intelligence

Ranked #1 largest interactive agency by Ad Age in 2006

Offices in 7 cities:- NYC - Hyderabad- Chicago - Bangalore- London- Pune- Toronto

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Business Organization

Microexcel is a global management consulting, technology services and outsourcing company. Committed to delivering innovation, Microexcel collaborates with its clients, transforming them into high-performers. With deep industry and business process expertise, global resources and a proven track record, Microexcel can intersect the right people, skills, and technologies to help clients realize aspirations.

With its team of staffing professionals, technology thought leaders, certified usability analysts, interface designers, and system architects, Microexcel has developed a strong reputation as an innovative industry leader.

ME-Interactive: Interactive Experience Design Divsion

• Experience Architecture, Creative and Technology Experts• Search engine marketing strategies• Website development and ad creative• Marketing strategy, data analytics, and consulting• Holistic approach to customer and user experience• Not just another interactive agency, but a trusted partner

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We seek clients who seek partnership

Capital Markets InsuranceBanking and Retail Financial Services

Specialty Finance

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We get results for our clients – ROI is in the numbers

Increased online revenues by 500% over two years while cost of products remained the same

Fall 2004 microsite drove pre-order conversions of 11%, double the anticipated rate

Built postopia.com into the #3 most-visited branded kids website; redesign of gevalia.com drove 625% increase in online revenues

Decreased homepage abandonment by two-thirds and doubled conversion rates

Highest-rated automotive OEM website by Forrester; increased online leads by 38% in one year

Email campaign generated 43% higher average order size, with double the open rate and triple the click-through rate of previous efforts

New website experienced 400% increase in site traffic

Online ticket sales tripled and unique monthly visitors have increased tenfold

Optimization of online campaign increased registration from 12% to 28% and opt-in from 25% to 68%

Named one of 2003’s most successful product launches by Advertising Age; doubled conversion rates of previous campaign

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Agenda Who We Are

» How We WorkOur OrganizationOur CapabilitiesClient Case StudiesWhy Clients Choose Us

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Process Overview

User Research

SuccessMetrics

BusinessReqs

Functional SpecDocument site functionality for implementation team

Schematics / WireframesDefine blueprint for site at page level

Information ArchitectureMap user intentions to anticipated site usage

Interactive Style GuideDocument standards for ongoing maintenance and development

Inputs

Content StrategyIdentify messaging, taxonomy and metatagsystem

Creative Direction & Visual Design/Mocks/CompsResearch stock photography, develop relevant charts and diagrams, design overall site look and feel

Creative & Experience BriefsDefine vision. Translate user needs and business/brand goals into user tasks and proposed features

Feature PrioritizationPrioritize proposed features in terms of Value and Readiness

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Requirements Gathering/Current State AnalysisBusiness Strategy and Objectives

Identify business goals and prioritize possible objectives

Success MetricsClarify your definition of successIdentify specific performance metrics and targets

Current State AnalysisAudit existing site architecture, navigation, content, labeling, features and structure

Brand AuditExamine your current visual identity system, to ensure accurate translation to the digital space

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User ResearchPrimary Research

Traditional techniques: interviews, surveys or focus groupsEthnographic techniques: contextual inquiry, participatory design or beeper studiesComputer-mediated techniques: web tracking and log analysis, which can be tied to online surveys

Market ResearchSecondary data provided by research firms Informs the business objectives and ensures that the product will be useful and desirable to customers

CONDUCT USER

RESEARCH

InterviewsObservation

Surveys Card Sort

PROCESSANALYSIS

SEGMENTATION&

PROFILES

User Research(Generative)

Usability Testing(Evaluative)

Iterative Development

NEEDS ASSESSMENT

REQUIREMENTSFOR

PROTOTYPE

CRITERIA FORTESTING

USABILITYTESTING

DEBRIEFTEST

RESULTS

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Personas and Scenario ModelingScenario design provides a framework to guide our design of user experiences

Persona DevelopmentPersonas distill a group of users with similar attributes into a single, archetypal representationPersonas provide insights that focus the development effort

Scenario ModelingScenarios map the steps a user takes toward completing a goal or taskUsed to identify the primary needs, frustrations, emotions and barriers that arise during a user’s activities

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Features PrioritizationFunctional Requirements

Functional requirements are generated through requirements gathering, user research and competitive analysis

PrioritizationThe list of functional requirements is narrowed and prioritized through two lenses:• Value to both the customer and the

organization• Readiness of the customer and the

organization to change

Functional Specificationspecifies the product's intended capabilities, appearance and features

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Information ArchitectureTaxonomy

Defines the universe of terms or concepts covered within the experience

SitemapDocuments the pages in the site and shows links between pages

Navigation ModelVisual representation of the taxonomy and site map to the user

SchematicsServe as a blueprint for page structure and layout

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Creative DevelopmentIdentity System

All the aspects of visual language used to uniquely identify a companyIncludes typography, iconography, image treatments and color palette

MoodboardsA working tool to elicit a response to the visual language used to express the brand identity

Design DirectionsIdentity system and moodboards are synthesized with schematics into alternative design directions

Page-level Designs/Mocks/CompsFiles that reflect all agreed-upon visual elements and show how each page template will look when built

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Content StrategyContent Audit

Audit and inventory of the content so that we can integrate it effectively into the new user experience

Content StrategyOutline how content will be used and what new content will need to be developed

Content DevelopmentOriginal content development includes not just writing and editing copy, but also the development of audio clips, video clips, games and other site features

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Interface DevelopmentInteraction Design

Developing the “look and feel” of the interfaceTechnologies such as Flash and DHTML communicate the structure of information using visual and motion cues

ImplementationAll activities required to translate design directions into codeGraphics production, HTML coding, scripting, and back-end integration

Quality AssuranceReview and test the developed pages to ensure quality and accuracy

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PrototypingProof of Concept

Illustrates the most important user scenario and allows us to quickly develop a snapshot of the user experience in action

Paper Prototypestest user experience and information architecture concepts

Functional Prototypeillustrates most or all of the pages and functions of the site

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Usability TestingHeuristic Evaluations

An objective expert review as part of an iterative design process

Usability TestingGoal is to observe potential users attempting to complete tasks using the proposed design

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Training and Knowledge TransferStyle Guide

Serves as the master document of the identity system and the interface design standards

Transitional DocumentationDocuments specifying all aspects of the site and its correct functioning for use in maintaining and updating the site

Implementation SupportA lead developer works with and troubleshoots for the client to ensure the correct implementation of the new site

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Measurement and AnalyticsInfrastructure Metrics

Focus on the site’s operating performanceInclude page views, unique visitors and page load times

User Experience MetricsDetermine whether the site is generating desired customer behaviorInclude average ticket, abandoned shopping carts, returns and influenced sales

Business MetricsEvaluate how well the site is achieving the strategic business objectivesInclude overall sales, gross margin profits, brand affinity and customer share across shopping channels

CustomerMotivation

Insight Development

Information Creation

Customer Action

DataCollection

OptimizationExecution

6.Re

view

1.Tracking

2.Transform

3.An

alyz

e

4.Translate

5.Drive

Analytics Cycle

Technology

People

Process

CustomerMotivation

Insight Development

Information Creation

Customer Action

DataCollection

OptimizationExecution

6.Re

view

1.Tracking

2.Transform

3.An

alyz

e

4.Translate

5.Drive

Analytics Cycle

Technology

People

Process

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Agenda Who We AreHow We Work

» Our OrganizationOur CapabilitiesClient Case StudiesWhy Clients Choose Us

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Discipline: Client Management

The purpose of the Client Management discipline is to manage delivery of the overall solution, exceed client expectations and mediate any difficulties.

Client Management roles include:

VP, Client Service, who coordinates all relationships within an office or region

Client Director, who handles multiple or large-scale client relationships

Client Manager, who handle smaller-scale client relationships or elements of larger relationships

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Discipline: User Experience

The purpose of the User Experience discipline is to advocate for the user in the development of the digital strategy.

User Experience roles include:VP, User Experience, who advocates for user-centric strategy across an office or region Experience Director, who defines high-level concepts for the strategy and user experienceExperience Lead, who defines more specific concepts for the user experienceInformation Architect, who defines the information and navigation modelContent Strategist, who defines the type and structure of contentUser Researcher, who conducts deep research into user need and desire

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Discipline: Strategy

The purpose of the Strategy discipline is to develop the digital strategy in alignment with business needs and user analytics.

Strategy roles include:

VP, Strategy, who supports strategic development across an office or region

Strategy Director, who provides high-level strategic direction to a number of accounts

Senior Strategist, who provides individual direction on a smaller number of accounts

Business Analyst, who provides research and analysis to support strategy development

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Discipline: Project Delivery

The purpose of the Project Delivery discipline is to coordinate the project team, manage the project schedule and ensure client deliverables are made.

Project Delivery roles include:

VP, Project Delivery, who supports all delivery within an office or region

Program Manager, who oversees multiple projects on large accounts

Project Manager, who oversees schedules, deliverables and resourcing on individual projects

Functional Analyst, who translates business requirements into a set of features

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Discipline: Creative

The purpose of the Creative discipline is to develop the creative vision and strategy and execute the creative solution.

Creative roles include:VP, Creative, who fosters best-in-class creative within an office or regionCreative Director, who defines the creative vision for a project and leads executionArt Director, who executes the creative visionDesigner, who supports the execution of the creative visionFlash Designer, who executes the creative vision within the Macromedia Flash rich-interface applicationCopywriter, who communicates key messages in a branded voice

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Discipline: Technology

The purpose of the Technology discipline is to develop the technology strategy and execute the technology which supports the user experience.

Technology roles include:

VP, Technology, who provides technology leadership across an office or region

Technical Architect, who develops the overall role of technology in a client solution

Presentation Layer Developer, who develops the customer-facing elements of a solution

Back-End Technologist, who integrates the solution with the technology infrastructure

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Agenda Who We AreHow We WorkOur Organization

» Our CapabilitiesClient Case StudiesWhy Clients Choose Us

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Complex interaction design enables the user to accomplish a task.

Complex Interaction Design

Marketing design concentrates on communication of a brand or product position. The communication is often one way.

SITE

SITE

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Complex interaction design uses visual design to guide interactions.

What Does Complex Interaction Design Look Like?

Marketing design uses visual design to communicate brand.

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Best Practices for Online Complex Interaction Interface

1. Customer expectations for the web are high –the system must not only work, but work well to satisfy

2. Useful, usable, and desirable sites can only be built by integrated teams

3. Catch low-hanging fruit with experience reviews

4. User research provides the insights required to meet customer needs

5. Personas and scenarios focus the design team on the needs of the most important users

6. Iterative usability testing gets more bang for the buck

7. Quantitative site evaluation can support business decisions

8. All channels, online and offline, must work in harmony

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Agenda Who We AreHow We WorkOur OrganizationOur Capabilities

» Client Case StudiesWhy Clients Choose Us

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Citibank Concierge Teller Desktop

Challenge• Migrate 86 teller and back office applications to

a single, Peoplesoft based user interface.• Design the user interface in an 8 phase

process• Train Citibank resources on the basics of user

interface design

Solution• Review existing business requirements

documents and understand the business• Create user process models to identify the high

level functional needs• Work with the technology team to understand

the constraints of the Peoplesoft interface• Identify a limited number of page templates to

aid the technology effort• Prototype the site• Usability test the prototype and incorporate the

feedback• Document the user interface and communicate

the requirements to the technology team

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Citigroup Fixed Income PortalChallenge

Redesign Citigroup’s global Fixed Income Direct portal to more effectively accommodate increased content and functionalityDefine a new portal infrastructure to lessen dependence on outdated legacy systems, to bring the portal in compliance with Citigroup technology standards, and to ease content publishing and administration

SolutionConducted a three-track project within an aggressive time frame: technology strategy; user experience design; and necessary modifications to Citigroup’s fixed income intranet Structured project to identify “quick hit” fixes that could be implemented ahead of long-term strategic changesNew user interface categorizes and displays rich content in a pleasing format that complies with Citigroup brand guidelines and is easier to navigate, understand, and act onValidated information architecture and design with usability testingEvaluated and recommended both content management and portal packages that meet Citigroup’s requirements and infrastructure exigenciesDefined and assessed four alternative implementation approaches with respect to requirements, timeline, and costProvided a comprehensive portal solution that offers Citigroup’s fixed income clients best-of-breed online capabilities

Citigroup’s Fixed Income Direct portal gives external and internal users access to research reports, intra-day axes and trade ideas, market commentary, and financing levels related to its institutional business. The portal has recently expanded to encompass information on global loans, prime brokerage, foreign exchange, and futures operations.

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CitiFX Interactive

Challenge• Have resources more focused on relationships

rather than execution• Implement technologies that were faster to

deploy and less expensive to purchase and maintain than existing ones

• Provide quality tools to support decision making

Solution• Integrated key functions from legacy systems,

added real-time information transfer to customer systems

• Developed numerous decision support tools which aggregated inputs from multiple sources

• Provided real-time market data, quotes, alerts, and research – e-mail notifications of data and trade events

• Built specialized on-line transaction capabilities

Result• Judged as highly successful by the client• Rapid adoption – traders began spending more

time on high-return activities• Rapid replacement of more costly systems

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UBS Research Portal

ChallengeIntegrate 8 distinct equities websites accessed through the main client portal, ensuring cross-selling of the bank’s servicesIdentify, design and incorporate site-wide tools that worked with content from multiple equities areasUpgrade the site’s visual design to a more professional presentation

SolutionBenchmarked UBS Warburg against a comprehensive survey of competitorsDesigned new information architecture and a content-rich site concept Conducted iterative design and prototyping sessions with user groups to identify and prioritize content, draw out and categorize tools, and agree upon page design and cross-site linkagesConfirmed design direction with usability testingExpanded content areas from 3 to 8 sectionsBank prominently recognized by Euromoneyfor new design, cited as “neat, clear, pleasant and well thought out” and as “an important differentiating factor that clients value”

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TIAA-CREF

ChallengeRedefine the role of the web within the organization and help re-launch the TIAA-CREF brand to a new generationDevelop online strategies for two primary segments, participants and plan administratorsDevelop a 3-year implementation plan and justify the initiatives

SolutionConducted a current state and competitive audit to assess existing offerings relative to peersAudited the existing technical architecture to identify issues and risksDeveloped interface concepts that capture the essence of the proposed participant and plan sponsor experiencesDeveloped a business case for all high-priority initiatives

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XTF

ChallengeChange the way people invest by positioning exchange-traded funds as vehicles for building long-term, diversified portfolios.Target users included: individual investors, financial advisors, and 401(k) plan sponsors

SolutionAvenue A | Razorfish’s role included brand development, marketing strategy, user research and segmentation, information and content architecture, content development and technical developmentThe site architecture, navigation and content addresses each audience’s concerns related to ETFs and is task-focused and user-centeredMarketing and messaging strategy describes tactics for reaching and influencing each audience through multiple channelsTechnology infrastructure brings together leading vendors of planning tools and trading technology to speed time to market

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FundQuest

ChallengeImprove Retirement Investment Advisor (RIA) awareness and brand perceptionIncrease assets under management and reduce servicing costs

SolutionCreated a robust retirement illustration tool using Macromedia Flash and Flex that helps RIAsexplore retirement scenarios with their clientsBreaks a sequential process into a series of modules that can be approached in any orderThe user is provided with instantaneous feedback – reinforcing actions, maintaining context and building confidenceReal-time data integration and interaction design help RIAs and client explore “what-if” scenarios and tune input parametersIllustrations can be saved, downloaded, printed and emailed to clients for collaboration

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Union Bank of California

ChallengeImprove the usability of the online business centerDeliver more relevant and targeted content and tools to customersEnsure that site design reflects customer intentions

SolutionConducted user & competitive research on the small business owner’s needsInstituted a flexible, modular & prioritized information architectureImplemented single-sign-on (SSO) to streamline site experienceIncorporated multiple tools and third-party technologies into a coherent site frameworkRe-designed site visuals to be consistent with existing online brand

ResultProvides small business customers with a more focused set of applications organized to meet their needs

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Agenda Who We AreHow We WorkOur OrganizationOur CapabilitiesClient Case Studies

» Why Clients Choose Us

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Our Process Works: Industry Endorsements

Microexcel stands out in designing both transaction-led and image-led consumer-facing websites, based on exceptional user-centered design and strong creativity. Their user personas earn top scores.

FORRESTER RESEARCH

The collaborative effort between Ford and Microexcel is a model of a full-service interactive consultancy… the agency is viewed within the Ford organization as a repository of ford.comstandards and best practices.

GARTNER RESEARCH

Microexcel is serious about how users interact with solutions -- no one else comes close.MICROSOFT (client)

Working with Microexcel has encouraged us to push the boundaries. Their strategic thinking always makes me think that no matter what the problem, we can find a solution.

VISA (client)

Since most firms lack the necessary skills in underlying ethnographic research techniques to create useful personas, companies will increasingly turn to design agencies like Microexcel.

FORRESTER RESEARCH

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Why Do Clients Choose Microexcel?

We’re thought-leaders around the digital channel• Pioneers and recognized experts around a user-centered, insight-driven

approach to designing web experiences• Customer insights ranging from teens to newlyweds to Hispanics• Creative design concepts delight and surprise customers with fresh and

engaging online experiences

We have a proven track record helping major brands improve performance• Translation of offline brands to the online space • Creation of brand-deepening customer interactions • Management of customer experiences

across channels and touchpoints

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Why Do Clients Choose Microexcel?

We believe in data-driven business optimization to continually improve effectiveness• Set metrics and use analytics to refine

our approach and results• It’s not just a website build, it’s building

an online business over time

We have deep technology experience• Experienced builder of websites and web applications,

including content management systems, portals, e-commerce, and personalization

• Partnerships with market leaders

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Where Our Work is Headed

Customers want transactional sites to be both efficient and compelling. And enterprises want marketing sites to drive business value. We’re doing both.

We’re creating great experiences across the entire customer lifecycle, not just great websites.

We’re gathering more relevant data through better analytics tools, and using those metrics to improve site performance and personalize the customer experience.

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Steve HaakPresident, ME-Interactive

office XXX-XXX-XXXXmobile 646 342 7556

[email protected]

Microexcel, Inc.1 Harmon Plaza, 10th Fl

Secaucus, NJ 07094www.Microexcel.com

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Agenda » Our Capabilities

Technology Implementation

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Portals, Intranets, & Extranets

Dedicated Resources Across Disciplines

Practice Leads

Project Managers and Business Analysts

System and Technical Architects

Data Architects and Database Administrators

Information Architects

Research Materials and White Papers

• CeBIT Conference Technology Presentation

• Web Services for Remote Portals White Paper

• McKinsey Portal Study

• Managing the Organization Challenges of Enterprise Portals

• Employee Portals Best Practices

Shared Development/Test Environments

• Microsoft Sharepoint

• BEA Portal

• Websphere Portal

• Oracle Portal

• ATG Portal

• Sun Java System Portal

• Gridsphere

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Single Sign-On

Extensive Knowledge Base

Client Case Studies

Technical Specifications

Product/Vendor High Availability Best Practice Documents

Sarbanes-Oxley/Compliance White Papers

Vendor Comparison Matrices

What is Single Sign-On?Single Sign-On is the integration of security, identity management and authentication. SSO grew out of

corporations needs to bridge applications to support the web and cross-divisional communication. It encompasses the following:

• Policy and authentication management including password management

• Integration with existing systems through API’s and custom integration

• Management of a user’s identity across business units and systems

Policy Policy

Authentication

AssertionAttribute Assertion

Authorization

Decision Assertion

Provider Implementation

Policy

Credentials Collector

Authentication Authority Attribute Authority Policy Decision Point

System EntityApplication

RequestPolicy Enforcement

Point

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Social Media: Building an Online CommunityEmbrace a core audience. You can't be all things to all people, and you'll

drive your social network to chaos if you try. All successful social groups coalesce around common passions, common dreams and common goals - a singular core audience that will visit, stay and make themselves at home. Embrace a specialized audience and focus your engineering, marketing and administrative efforts on making them happy.

Unearth rare and valuable information.Today's Internet is a roiling sea of trivial

driftwood - facts, opinions, statistics and conversation, all of varying relevance and often uncertain quality. In real life, we generally use our interpersonal relationships to sift valuable information and shape it into useful form. Your social network should serve the same function. Focus on a particular area of knowledge and make your site the "go to" spot for those searching for rare, valuable and accurate insights.

Be honest.As the architect of a new social networking

application, your job is essentially to build a digital town hall: a place to meet, to invite others, to enjoy good company in a safe and honest atmosphere. Don't attempt to manipulate, trick or force your user base to behave according to what best serves your own marketing or advertising strategy - focus instead on creating a safe place for them to be collaboratively creative, and they'll do most of the work for you. And often, they'll come up with better solutions than any you would have proposed on your own.

Be open and collaborating.In the online social networking world, knowledge

is the primary currency. Do everything you can to encourage and empower your users to freely collaborate, create, and share their knowledge with their fellow users. Build a digital venue for free and creative partnerships, and include a broad feature set that allows your members to shape - and share - their experiences as they see fit.