a strategic approach to user experience

Strategic User Experience

Canadian Conference on Medical EducationIndustry Presentation 2A

April 28th 2014 14:15 to 15:00

“What is UX?”USER EXPERIENCE

© 2014 Longship Consulting Ltd. All rights reserved.© 2014 Longship Consulting Ltd. All rights reserved.

USER EXPERIENCE

First, what it isn’t.


USER EXPERIENCE

1. UX is not a process.

(although User Centered Design (UCD) is)


USER EXPERIENCE

2.UX is not the same

as “Usability”

(although it influences UX)


USER EXPERIENCE

3.UX is not a fad.

(although slapping “UX” on titles is)


USER EXPERIENCE

User Experience (UX) is: the experience a user has interacting with a system;influenced by the context of its use.

© 2014 Longship Consulting Ltd. All rights reserved.

SYSTEM(product or

Service)


USER EXPERIENCE

Context


Virtual Physical


USER EXPERIENCE

Websites

Applications

Software

Vehicles

Kiosks and ATMs

Appliances and Electronics

RealDecoy Inc. 10Magazine: Lean Back – Passive, “Tell me a story”

RealDecoy Inc. 11TV: Lean Back – Passive, “Tell me a story”

RealDecoy Inc. 12Web: Lean Forward – Active, “What can I do?”

The Web

USER EXPERIENCE

Offices, Houses, Schools, Libraries, Internet Cafes.

The Web

The Web / Apps

Apps

USER EXPERIENCE

Anywhere

USER EXPERIENCE

The WebThe Web

The Web

The Web

The Web

The Web

The Web

The Web

The Web

Everywhere

“Who is your audience?”UNDERSTANDING WEB AUDIENCES

They are informavores

People want answers as quickly as possible. They are active “Hunters” of information.

UNDERSTANDING WEB AUDIENCES

They aretask focussed

They have a single task in mind.


% of visitors

interested in a task

Most tasks have only a small minority who are interested in them.

The majority of your visitors are focused on 1-4 primary tasks

Tasks

0%

100%

50%

Read an Annual Report 0.017%Book a room 87%

User Needs


USER EXPERIENCE STRATEGY

They don’t read.They scan.

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• Pellentesque gravida, sem non elementum lacinia, ipsum tellus ullamcorper est,

• Ac rhoncus ante lectus quis dui. Fusce ut magna et lectus aliquam placerat eget sed nisi.

• Nulla odio nisl, ullamcorper id auctor et, luctus ac est.

Proin id massa lectus. Phasellus et turpis sit amet velit dictum venenatis id id dolor.

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SubheadEtiam augue nibh, iaculis nec porta vitae, posuere eget erat. Aenean ullamcorper tellus et metus adipiscing accumsan. Nulla facilisi. Nulla placerat augue nec erat posuere bibendum.


Satisfaction + Suffice= Satisficed

maybe Probably notNot

sureCould

beDon’t think

so

They will generally pick the first reasonable option.


They can leave at any time.

The Back Button and Google are an easy option.


The simpler the siteThe better for your users

Anything that detracts from Top Tasks hurts your site.



Simple ≠Good User Experience



WHAT IS USER EXPERIENCE?

“Where does UX come from?”ELEMENTS OF USER EXPERIENCE


ELEMENTS OF USER EXPERIENCE

User Experience

DESIGNSTRUCTURE

CONTENT

NAVIGATION

INTERACTION

TECHNOLOGY

FUNCTION

MESSAGE

MARKETINGGOVERNANCE



CONTENT• Text• Video• Audio• Graphics

(Infographics, Charts, etc.)

VoiceMessage

Tone StyleAccessible

SEO CTA’s



STRUCTURE• Sitemap• Navigation• Taxonomy

HierarchyUser Tasks

OrganizedPriorities

Responsive


COMPONENTS OF USER EXPERIENCE

BrandLook and Feel

Interact

Style

Accessible

Responsive

Usable

DESIGN• Layout• Colours• Typography• Photography• Illustrations• Icons



FastAccessible

ResponsiveSecure

Stable

TECHNOLOGY• Hosting• Programming• Content Management

Systems• Code Libraries• Domains



Accountable

Iterative

Focussed

Supported

GOVERNANCE• Approvals• Budgeting• Prioritization• Publishing Processes• Resourcing• Measurement



Referrals

Shares

Emails

Subscriptions

Likes

MARKETING• Search Engine

Optimization• Search Engine Marketing• Social Media• Email• Advertising

“Why is UX important?”THE ROLE OF USER EXPERIENCE


STRATEGY EXPLAINED

3 User Needs3 Business Goals

Every web site has:


USE

R E

XPER

IEN

CE

CREDIBILITY

ACQUISITION

• Appropriate

• Professional

• Functional

• Intuitive• Accessibl

e• Efficient

• Satisfying

• Competitive

• Relevant

USABILITY

CONVERSION

LOYALTY

ENGAGEMENT


ROLE OF USER EXPERIENCE

“What is a UX strategy?”UX STRATEGY EXPLAINED

“What is a strategy?”STRATEGY EXPLAINED


STRATEGY EXPLAINED

Strategy: a high level plan

to achieve one or more goals under conditions of uncertainty.


STRATEGY EXPLAINED

Plan: list of steps

with timing and resources, used to achieve a goal.


VISION

STRATEGY EXPLAINED

GOAL GOAL MISSION

STRATEGY (How?)

EXECUTION(Doing)

Tactic TacticTactic Tactic

(Why?)

~ 25 years~ 5 years

(What?)


WHAT IS A UX STRATEGY?

In order to be effective, goals must be SMART.

SSPECIFIC MEASUR

ABLE

AATTAINA

BLE

RRELEVAN

T

TTIME-

RELATED

M

“What is a UX strategy?”UX STRATEGY EXPLAINED


CONTENTSTRUCTUREDESIGNTECHNOLOGYGOVERNANCEMARKETING

UX STRATEGY EXPLAINED

CREDIBILITY

ACQUISITION

• Appropriate

• Professional

• Functional

• Intuitive• Accessibl

e• Efficient

• Satisfying

• Competitive

• Relevant

USABILITY

CONVERSION

LOYALTY

ENGAGEMENT

“What’s the biggest challenge with UX?”




BUSINESSNEEDS

USER NEEDS



POLITICALNEEDS

BUSINESSNEEDS

USER NEEDS


Case in point: Carousels


Of those 10, only 1 will click on a

slide past the first slide.

10 will click on your carousel

Out of 1000 visitors:

Thank You!

Canadian Conference on Medical EducationIndustry Presentation 2A

April 28th 2014 14:15 to 15:00