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What-is-UX-101

Mauricio Perez
Mauricio Perez

This document provides an overview of user and customer experience strategy. It discusses researching user needs through methods like interviews, personas and customer journeys to understand different user contexts. The goal is to align business needs with user needs within technological constraints. It emphasizes testing assumptions through user testing and validation. Content strategy is discussed as organizing content based on user tasks and needs. The document outlines frameworks for information architecture, user flows and engagement to provide a positive experience.

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User & Customer Experience Strategy 1 What is it and why is it important?
UXStrategy User Design Principles 2 犢 Choose the best format for the context of use 犢 Provide content for all levels of ability 犢 Design for each of the persona states - crisis, stability and self-reliant 犢 Re鍖ect the identity and needs of clients, not the structure of FACS 犢 Re鍖ect the range of needs for clients (across service boundaries) 犢 Provide clarity of eligibility and action to take 犢 Provide clear expectations and address fears 犢 Keep people informed https://www.gov.uk/service-manual
UXStrategy User & Customer Experience 3 Business Goals User Needs Technological Constraints UX UX & CX Its the sweet spot that marries business and customer needs with what is technically possible
UXStrategy Business needs analysis 4 User Needs Technological Constraints UX Business Goals 犢 Stakeholder interviews 犢 De鍖ning what success looks like 犢 Requirements workshops 犢 Illustrate desired user 鍖ows 犢 Setting baselines
UXStrategy User needs analysis 5 犢 Recruit and interview users 犢 Quantitive analysis of users 犢 Qualitative research of users 犢 Identify primary user needs 犢 Illustrate their journeys 犢 Testing our business offerings User Needs Business Goals Technological Constraints UX
UXStrategy Technical constraints analysis 6 犢 Analyse online traf鍖c 犢 Information architecture 犢 Content audit 犢 User 鍖ow diagrams 犢 Iteration planning User Needs Business Goals UX Technological Constraints
Discovery & Research Understanding our customers Success is not delivering a feature, it is learning how to solve a customers problem Eric Ries - The Lean Startup 7
UXStrategy Customer Context User context EmotionalPhysical Cognitive DOING environment, physical activity, habits, disabilities, preferences, sensory stimuli FEELING psychological state, stress level, needs, desires LEARNING cognitive assumptions, learning ability, education User context EmotionalPhysical Cognitive Business needs Customer needs Customer Context
UXStrategy Customer Engagement 9 Engagement useful valuable emotionalaccessible credible 鍖ndable sharable EmotionalPhysical Cognitive useful valuable emotionalaccessible credible 鍖ndable sharable Engagement
UXStrategy Engagement motivators useful valuable emotionalaccessible credible 鍖ndable sharable Customer engagement today Customer engagement tomorrow useful valuable emotionalaccessible credible 鍖ndable sharable
UXStrategy Engagement hierarchy for existing and new customers 犢 Are we answering needs? 犢 How can we exceed their expectations? 犢 Will they recommend us in future? Innovative Has personal signi鍖cance Desirable Memorable aesthetic experience Functional Works as expected Reliable Stable and consistent Accessible Ease of use Pro鍖cient Works beyond expectation Qualitative Focussed on experiences Quanti鍖able Focussed on tasks & features
UXStrategy Using Personas A persona is not an actual user, but a hypothetical archetype or character who represents a group of users to understand their needs and problems.
UXStrategy Why Personas? 犢 Personas help to answer very speci鍖c questions 犢 They help us gain perspective 犢 They tell a story which is easily remembered forever 犢 Predict outcomes
UXStrategy Personas for the whole team Personas are a tool that can be used by anybody in developing a product or service Entrepreneurs Designers Producers Techies Marketing Stakeholders
UXStrategy Personas for the planners 犢 Identifying customer types 犢 De鍖ning problems and pain-points 犢 Understanding their motivations, needs and goals 犢 Understanding attitudes and comfort levels 犢 Identifying competing products Marketing Stakeholders
UXStrategy Personas for designers, builders and producers 犢 Design for the customer 犢 Develop for the customer 犢 Focus on primary features 犢 Resolve disagreements Designers Producers Techies
Creating personas If used improperly, as when personas are not based on 鍖rst-hand research, or based solely on market research (as opposed to ethnographic research), then personas will impart an inaccurate understanding of users and provide a false sense of security and solidify assumptions. 17
UXStrategy User interviews Conversations about their lives but allow 鍖exible discussion to guide insights on topics relating to their experience and behaviour around a product / service.
UXStrategy Shadowing Observation of their experience with a service /product. Often we can learn things that they might never tell us. It can entail watching someone over a course of time or many people to 鍖nd patterns.
UXStrategy Focus groups Facilitation with a group of customers. Useful in focussing on a group behaviour and capture their experiences and needs.
UXStrategy Keeping personas alive 21 犢 Assign a champion to keep personas alive 犢 Present personas to key departments 犢 Use role-playing and Q&A with personas to answer questions the team has. Personas can be kept alive within an organisation by laying some groundwork.
UXStrategy Goal-oriented user 鍖ows 22 犢 De鍖ning the persona 犢 Describe the scenario 犢 Ful鍖ll their goals
UXStrategy Customer Journey Maps 23
Information architecture Once we have understood the primary and secondary users, we can then craft a content strategy based on the user 鍖ows. 24
UXStrategy Task modelling ATask Model diagram can be created to list tasks around a persons needs and behaviours to dive deeper and discover what they are trying to accomplish, and then create solutions that match.
UXStrategy Content based on customer needs FindSearch Browse latest movies to watch Search Google for keywords: foxtel, guide, movies, australia Movie evaluation Userneeds Personalisation Evaluation Is it worth keeping Foxtel? Upgrade Upgrade my subscription Personalisation Manage account Edit user pro鍖les Browse popular movies to watch Is it age appropriate? Have we seen this movie? Am I on the right website? What user star rating is it? What movies have I missed? What reviews have been written for it? Movie exploration When is this movie showing? Record this movie Add this movie to my watch list I want to explore other movies like this I want to explore other channels movie guides I want to set a reminder for when this movie is on Browse movies by genre What movies are on later? What movies are on now? I want to sort / 鍖lter results by channel, genre, rating, recent, popular Search Foxtel Movies for titles, directors, actors Is it worth upgrading? Share this movie review / rating / watch list I want to know what my friends are watching Rate / review this movie Make it easy for me to choose what I like I want to know what my friends have rated & reviewed I want to know when new movies are out Cancel my account Manage user watch lists Downgrade my subscription Post-movieSearch and Find Movie evaluation Conversion AdminRetention Movies watched Foxtel Movies Home Remote recording Genre in navigation A-Z Movie Guide Foxtel Movie search with auto-complete Foxtel Movies Home Movies Guide Recommendations Faceted search results Hero carousel "New" carousel Age classi鍖cation Movies Guide Reviews Ratings Watchlists Reminders Watchlist sharing Rating & review sharing "Related" carousel Cross channel guides Email subscription Membership rewards and prices Online upgrade Upgrade free trial Reviews Ratings Rating & review sharing Watchlist management User Pro鍖le management Account management Online downgrade 26
UXStrategy Card sorting: improving Findability 27 A low tech collaborative exercise used to categorise labels and system architecture
UXStrategy Card sorting de鍖nes content blocks and navigation in the IA 28 ATask Model diagram can be created to list tasks around a persons needs and behaviours to dive deeper and discover what they are trying to accomplish, and then create solutions that match. Qantas Gemini Card UX Card Sorting results 5 Open card-sorting dendrogram Similar Qantas Gemini Card UX Card Sorting results Droga5 QFF0020-Qantas-Cash-UX-v12.graf鍖e Fri Mar 08 2013 Document Creator Modi鍖ed5 Open card-sorting dendrogram Similarity Matrix
UXStrategy User 鍖ow diagrams 29 De鍖ning the intended user 鍖ows throughout the site
30 User Testing & Validation Once we have de鍖ned the business success and understood our customers, we can then test our assumptions and outcomes of our research iteratively within a production cycle.
UXStrategy Customer 鍖rst impressions 31
UXStrategy Click testing 32
UXStrategy User 鍖ow testing 33
Content Strategy 34
UXStrategy 35 The 4 Pillars of Content Strategy Substance identi鍖es what content is required to successfully implement your core strategy, including characteristics such as messaging architecture, intended audience(s), and voice and tone. Structure focuses on how content is prioritised, organised, and accessed. Although structure can include information architecture (IA), it can focus more deeply on the content itself. Work鍖ow Core strategy Governance Substance Structure Work鍖ow explains how people manage and maintain content on a daily basis, including the roles, tasks, and tools required throughout the content lifecycle. Governance describes the policies, standards, and guidelines that apply to content and its lifecycle, as well as how an organisation will sustain and evolve its content strategy. To create a cohesive network of digital properties, which provides customers with informative and engaging content.
El 鍖n 36 Mauricio Perez 0405 419 059 coco@cocoloco.com.au

More Related Content

What-is-UX-101

  • 1. User & Customer Experience Strategy 1 What is it and why is it important?
  • 2. UXStrategy User Design Principles 2 犢 Choose the best format for the context of use 犢 Provide content for all levels of ability 犢 Design for each of the persona states - crisis, stability and self-reliant 犢 Re鍖ect the identity and needs of clients, not the structure of FACS 犢 Re鍖ect the range of needs for clients (across service boundaries) 犢 Provide clarity of eligibility and action to take 犢 Provide clear expectations and address fears 犢 Keep people informed https://www.gov.uk/service-manual
  • 3. UXStrategy User & Customer Experience 3 Business Goals User Needs Technological Constraints UX UX & CX Its the sweet spot that marries business and customer needs with what is technically possible
  • 4. UXStrategy Business needs analysis 4 User Needs Technological Constraints UX Business Goals 犢 Stakeholder interviews 犢 De鍖ning what success looks like 犢 Requirements workshops 犢 Illustrate desired user 鍖ows 犢 Setting baselines
  • 5. UXStrategy User needs analysis 5 犢 Recruit and interview users 犢 Quantitive analysis of users 犢 Qualitative research of users 犢 Identify primary user needs 犢 Illustrate their journeys 犢 Testing our business offerings User Needs Business Goals Technological Constraints UX
  • 6. UXStrategy Technical constraints analysis 6 犢 Analyse online traf鍖c 犢 Information architecture 犢 Content audit 犢 User 鍖ow diagrams 犢 Iteration planning User Needs Business Goals UX Technological Constraints
  • 7. Discovery & Research Understanding our customers Success is not delivering a feature, it is learning how to solve a customers problem Eric Ries - The Lean Startup 7
  • 8. UXStrategy Customer Context User context EmotionalPhysical Cognitive DOING environment, physical activity, habits, disabilities, preferences, sensory stimuli FEELING psychological state, stress level, needs, desires LEARNING cognitive assumptions, learning ability, education User context EmotionalPhysical Cognitive Business needs Customer needs Customer Context
  • 10. UXStrategy Engagement motivators useful valuable emotionalaccessible credible 鍖ndable sharable Customer engagement today Customer engagement tomorrow useful valuable emotionalaccessible credible 鍖ndable sharable
  • 11. UXStrategy Engagement hierarchy for existing and new customers 犢 Are we answering needs? 犢 How can we exceed their expectations? 犢 Will they recommend us in future? Innovative Has personal signi鍖cance Desirable Memorable aesthetic experience Functional Works as expected Reliable Stable and consistent Accessible Ease of use Pro鍖cient Works beyond expectation Qualitative Focussed on experiences Quanti鍖able Focussed on tasks & features
  • 12. UXStrategy Using Personas A persona is not an actual user, but a hypothetical archetype or character who represents a group of users to understand their needs and problems.
  • 13. UXStrategy Why Personas? 犢 Personas help to answer very speci鍖c questions 犢 They help us gain perspective 犢 They tell a story which is easily remembered forever 犢 Predict outcomes
  • 14. UXStrategy Personas for the whole team Personas are a tool that can be used by anybody in developing a product or service Entrepreneurs Designers Producers Techies Marketing Stakeholders
  • 15. UXStrategy Personas for the planners 犢 Identifying customer types 犢 De鍖ning problems and pain-points 犢 Understanding their motivations, needs and goals 犢 Understanding attitudes and comfort levels 犢 Identifying competing products Marketing Stakeholders
  • 16. UXStrategy Personas for designers, builders and producers 犢 Design for the customer 犢 Develop for the customer 犢 Focus on primary features 犢 Resolve disagreements Designers Producers Techies
  • 17. Creating personas If used improperly, as when personas are not based on 鍖rst-hand research, or based solely on market research (as opposed to ethnographic research), then personas will impart an inaccurate understanding of users and provide a false sense of security and solidify assumptions. 17
  • 18. UXStrategy User interviews Conversations about their lives but allow 鍖exible discussion to guide insights on topics relating to their experience and behaviour around a product / service.
  • 19. UXStrategy Shadowing Observation of their experience with a service /product. Often we can learn things that they might never tell us. It can entail watching someone over a course of time or many people to 鍖nd patterns.
  • 20. UXStrategy Focus groups Facilitation with a group of customers. Useful in focussing on a group behaviour and capture their experiences and needs.
  • 21. UXStrategy Keeping personas alive 21 犢 Assign a champion to keep personas alive 犢 Present personas to key departments 犢 Use role-playing and Q&A with personas to answer questions the team has. Personas can be kept alive within an organisation by laying some groundwork.
  • 22. UXStrategy Goal-oriented user 鍖ows 22 犢 De鍖ning the persona 犢 Describe the scenario 犢 Ful鍖ll their goals
  • 24. Information architecture Once we have understood the primary and secondary users, we can then craft a content strategy based on the user 鍖ows. 24
  • 25. UXStrategy Task modelling ATask Model diagram can be created to list tasks around a persons needs and behaviours to dive deeper and discover what they are trying to accomplish, and then create solutions that match.
  • 26. UXStrategy Content based on customer needs FindSearch Browse latest movies to watch Search Google for keywords: foxtel, guide, movies, australia Movie evaluation Userneeds Personalisation Evaluation Is it worth keeping Foxtel? Upgrade Upgrade my subscription Personalisation Manage account Edit user pro鍖les Browse popular movies to watch Is it age appropriate? Have we seen this movie? Am I on the right website? What user star rating is it? What movies have I missed? What reviews have been written for it? Movie exploration When is this movie showing? Record this movie Add this movie to my watch list I want to explore other movies like this I want to explore other channels movie guides I want to set a reminder for when this movie is on Browse movies by genre What movies are on later? What movies are on now? I want to sort / 鍖lter results by channel, genre, rating, recent, popular Search Foxtel Movies for titles, directors, actors Is it worth upgrading? Share this movie review / rating / watch list I want to know what my friends are watching Rate / review this movie Make it easy for me to choose what I like I want to know what my friends have rated & reviewed I want to know when new movies are out Cancel my account Manage user watch lists Downgrade my subscription Post-movieSearch and Find Movie evaluation Conversion AdminRetention Movies watched Foxtel Movies Home Remote recording Genre in navigation A-Z Movie Guide Foxtel Movie search with auto-complete Foxtel Movies Home Movies Guide Recommendations Faceted search results Hero carousel "New" carousel Age classi鍖cation Movies Guide Reviews Ratings Watchlists Reminders Watchlist sharing Rating & review sharing "Related" carousel Cross channel guides Email subscription Membership rewards and prices Online upgrade Upgrade free trial Reviews Ratings Rating & review sharing Watchlist management User Pro鍖le management Account management Online downgrade 26
  • 27. UXStrategy Card sorting: improving Findability 27 A low tech collaborative exercise used to categorise labels and system architecture
  • 28. UXStrategy Card sorting de鍖nes content blocks and navigation in the IA 28 ATask Model diagram can be created to list tasks around a persons needs and behaviours to dive deeper and discover what they are trying to accomplish, and then create solutions that match. Qantas Gemini Card UX Card Sorting results 5 Open card-sorting dendrogram Similar Qantas Gemini Card UX Card Sorting results Droga5 QFF0020-Qantas-Cash-UX-v12.graf鍖e Fri Mar 08 2013 Document Creator Modi鍖ed5 Open card-sorting dendrogram Similarity Matrix
  • 29. UXStrategy User 鍖ow diagrams 29 De鍖ning the intended user 鍖ows throughout the site
  • 30. 30 User Testing & Validation Once we have de鍖ned the business success and understood our customers, we can then test our assumptions and outcomes of our research iteratively within a production cycle.
  • 35. UXStrategy 35 The 4 Pillars of Content Strategy Substance identi鍖es what content is required to successfully implement your core strategy, including characteristics such as messaging architecture, intended audience(s), and voice and tone. Structure focuses on how content is prioritised, organised, and accessed. Although structure can include information architecture (IA), it can focus more deeply on the content itself. Work鍖ow Core strategy Governance Substance Structure Work鍖ow explains how people manage and maintain content on a daily basis, including the roles, tasks, and tools required throughout the content lifecycle. Governance describes the policies, standards, and guidelines that apply to content and its lifecycle, as well as how an organisation will sustain and evolve its content strategy. To create a cohesive network of digital properties, which provides customers with informative and engaging content.
  • 36. El 鍖n 36 Mauricio Perez 0405 419 059 coco@cocoloco.com.au
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