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Toledo Regional Story - User Experience

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Keith Instone
Keith Instone

Keith Instone shared his expertise in user experience and proposed applying a user experience lens to evaluate the Toledo region's brand from the perspective of entrepreneurs. He presented common UX artifacts like user models, stories, experience maps and research that could help understand an entrepreneur's goals for quality of life, work-life balance and other needs. Keith suggested starting with simple models and stories to illustrate how the region could attract, retain and help entrepreneurs grow their businesses. He compared Toledo to Dayton's regional branding efforts and saw opportunities to better connect stories and scenarios to satisfying specific user goals.

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User Experience view of the Toledo Region Story Keith Instone keith2010@instone.org
About me Bowling Green, BGSU, Computer science, Research IBM > CIO > User experience (web focus) Here to share my expertise Hidden agenda: My kids have an option to live here when they grow up Telecommute for a Globally Integrated Enterprise I can do my job from anywhere I want
User experience? Huh? All aspects of a product or service as perceived by users The sum of a series of interactions (with technology, with people via technology) Bottom-up: start with (web) user interface design, then broaden to total experience Compare with TRS brand - Stories told in a market
The assignment from Eric Do some UX thinking for TRS: baby step Target audience: Entrepreneurs Business goal: Job creation Competition: Dayton, focus on Dayton Originals
Common user experience artifacts User model, characteristics Stories told from the users point of view (personas, scenarios) Experience maps (across touch points) User research reports Ethnographic, observational Usability tests Designs Evaluations and recommendations
Simple model (that is wrong) but can further the discussion about users & goals Educational system Local Local Reason for visit asset asset Tourists Things to do Local Local asset asset Contribute to Employment opportunities One criteria Meeting planners Main criteria Family Local Local Hotel rates asset asset Etc. Conference facilities Local Local Travel logistics asset asset Aspects of Etc. Quality of Life Residents Select a region based on Employ Create Entrepreneurs Companies Locate Site selectors
Business goals for job creation Talent attraction: Convincing certain types of people to live here Talent retention: Keeping certain types of people here Talent growth: Helping people become the type of person we are targeting Target person = Entrepreneur
User goals High quality of life Work life balance? (that perfect state of balance?) needs lots more help here...
Hey, it is all about story telling, right?* (Attract) Joe, engineering wiz in Texas, is starting up an advanced energy company, looking for the best place to locate his company, willing to move his family to the right place... (Retain) Mary, employed at HCR Manor Care, has some ideas for a new Internet start-up for the healthcare industry, wondering who else around here she can talk with about her ideas, ... (Grow) Frank, new UT grad, has a dream is to start up a local company, but he is not sure how to get started... *That is, we can also use story telling from a users point of view to help us make the regional brand come to life
WWDD? Dayton Patented. Originals wanted. - http://www.daytonoriginals.org/ Telling stories of creative thinkers, does, achievers What makes Dayton unique, its local assets (companies, products, people) These testimonials help demonstrate the appeal Dayton offers for innovative people and businesses, while illustrating the contributions that "Dayton Originals" are making in our community today. Brand: City as a place of imagination and innovation
Toledo Regional Story - User Experience
My reaction Seems like a start, in the right direction: Collecting the stories I am missing the bigger picture: how to use these stories to satisfy speci鍖c user goals Could not 鍖nd enough to create / try out speci鍖c scenarios (easily) Could not 鍖nd any Dayton Economic Development connections to Dayton Originals yet
Basic usability / bug / label had an impact on my experience
Other Dayton pieces not connected Un-original - never mentions it on this page Mentions many qualities of the region, but place of imagination and innovation not any of them You cannot get to Hometown heros sounds like Originals Originals from here, tho but it is different 4 different sites, 4 different visual expressions of brands, none even close to Dayton Originals in story, style, words or images
Possible next steps Better user model - much better Better scenarios for talent acquisition, retention, growth RGP and other experts who do this every day Interviews with target audience (Ugly Data, Sdudi, etc.) on speci鍖cs of the regional brand story Play out the scenarios more, document, present Good activity for local agencies, gets them involved and starts them thinking about the application of the brand (plus, I do not have enough time to do it well) What else?

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Toledo Regional Story - User Experience

  • 1. User Experience view of the Toledo Region Story Keith Instone keith2010@instone.org
  • 2. About me Bowling Green, BGSU, Computer science, Research IBM > CIO > User experience (web focus) Here to share my expertise Hidden agenda: My kids have an option to live here when they grow up Telecommute for a Globally Integrated Enterprise I can do my job from anywhere I want
  • 3. User experience? Huh? All aspects of a product or service as perceived by users The sum of a series of interactions (with technology, with people via technology) Bottom-up: start with (web) user interface design, then broaden to total experience Compare with TRS brand - Stories told in a market
  • 4. The assignment from Eric Do some UX thinking for TRS: baby step Target audience: Entrepreneurs Business goal: Job creation Competition: Dayton, focus on Dayton Originals
  • 5. Common user experience artifacts User model, characteristics Stories told from the users point of view (personas, scenarios) Experience maps (across touch points) User research reports Ethnographic, observational Usability tests Designs Evaluations and recommendations
  • 6. Simple model (that is wrong) but can further the discussion about users & goals Educational system Local Local Reason for visit asset asset Tourists Things to do Local Local asset asset Contribute to Employment opportunities One criteria Meeting planners Main criteria Family Local Local Hotel rates asset asset Etc. Conference facilities Local Local Travel logistics asset asset Aspects of Etc. Quality of Life Residents Select a region based on Employ Create Entrepreneurs Companies Locate Site selectors
  • 7. Business goals for job creation Talent attraction: Convincing certain types of people to live here Talent retention: Keeping certain types of people here Talent growth: Helping people become the type of person we are targeting Target person = Entrepreneur
  • 8. User goals High quality of life Work life balance? (that perfect state of balance?) needs lots more help here...
  • 9. Hey, it is all about story telling, right?* (Attract) Joe, engineering wiz in Texas, is starting up an advanced energy company, looking for the best place to locate his company, willing to move his family to the right place... (Retain) Mary, employed at HCR Manor Care, has some ideas for a new Internet start-up for the healthcare industry, wondering who else around here she can talk with about her ideas, ... (Grow) Frank, new UT grad, has a dream is to start up a local company, but he is not sure how to get started... *That is, we can also use story telling from a users point of view to help us make the regional brand come to life
  • 10. WWDD? Dayton Patented. Originals wanted. - http://www.daytonoriginals.org/ Telling stories of creative thinkers, does, achievers What makes Dayton unique, its local assets (companies, products, people) These testimonials help demonstrate the appeal Dayton offers for innovative people and businesses, while illustrating the contributions that "Dayton Originals" are making in our community today. Brand: City as a place of imagination and innovation
  • 12. My reaction Seems like a start, in the right direction: Collecting the stories I am missing the bigger picture: how to use these stories to satisfy speci鍖c user goals Could not 鍖nd enough to create / try out speci鍖c scenarios (easily) Could not 鍖nd any Dayton Economic Development connections to Dayton Originals yet
  • 13. Basic usability / bug / label had an impact on my experience
  • 14. Other Dayton pieces not connected Un-original - never mentions it on this page Mentions many qualities of the region, but place of imagination and innovation not any of them You cannot get to Hometown heros sounds like Originals Originals from here, tho but it is different 4 different sites, 4 different visual expressions of brands, none even close to Dayton Originals in story, style, words or images
  • 15. Possible next steps Better user model - much better Better scenarios for talent acquisition, retention, growth RGP and other experts who do this every day Interviews with target audience (Ugly Data, Sdudi, etc.) on speci鍖cs of the regional brand story Play out the scenarios more, document, present Good activity for local agencies, gets them involved and starts them thinking about the application of the brand (plus, I do not have enough time to do it well) What else?