Creating value with UXBASIS - Copenhagen Business School
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Presentation given to Information Management students at Copenhagen Business School. Detailing recent events about the changing digital landscape
Creating value with UXBASIS - Copenhagen Business School
- 2. What I will cover todayMy background, work and experience
- 4. What it means for business
- 5. The currency for change
- 6. How we provide value to business
- 7. We call this UXBASIS
- 10. Analysis
- 11. Structure
- 12. Interaction
- 13. Sample
- 14. Concluding thoughtsflickr: KofoedHello Group formed in 2006. 25 employees specialising in UX, design and communicationHello Group is a Next Practice agency - characterised by a wide variety of well informed practitioners who are user focused. We go beyond a best practice approach to creative execution and are concerned not just with what works but what can work better.
- 15. How did we get here?The Quiet Revolution
- 16. The term social media (just like digital before it) is becoming a label to plaster on just about everything. It stops having any use as a term it becomes meaningless. To many it is their reality, they do not think what is this? They are using digital technology or online social networks to live their lives without a second thought.flickr: jessicagarro What is this technology?
- 17. flickr: colodiothe ability to share information has reached an unprecedented level in terms of scale and speedYouth drives innovation and change. They are early adopters, of course they always have been but the ability to tell others has reached an unprecedented level in terms of scale and speed. They listen to peers, just like we all do and this drives adoption of services or products. The watercooler has been replaced by Twitter. A twitter break replacing the smokers social chat.
- 18. We have plenty to work with, in a world of growing information
- 19. Value goes to those who know how to create, store, manipulate and useinformationsuccess has more to do with innovation, and the creation of entirely new products, industries and very different kinds of jobs. Adam Hartungflickr: Hamadryades
- 20. Creating movements for commerceIt is not just about a Flip camera or the new Ford Fiesta (both successful products driven by Youth) Ford enjoyed 50,000 prospective leads in a very challenging market and at a time of economic uncertaintyMarketing is being redefined, the message can no longer be simply pushed but must appear where an audience is.
- 21. Creating movements for action
- 22. Creating movements for political changeInformation is more freely available and faster than ever. This causes companies and governments to react in different ways (Egypt and Wikileaks). Change is challenging and disruptive. It causes inconvenience and discomfort. It can be seen as good but somebody will always see it as a bad thing.
- 23. This revolution started online. This revolution started on Facebook. This revolution started in June 2010 when hundreds of thousands of Egyptians started collaborating with content. I've always said that if you want to liberate a society just give them the Internet. WaelGhonimflickr: monasosh
- 24. With so many people having such a persuasive voice, opinion becomes as important as revenue for business. Trust matters for people and they ask for transparency. Commerce is quicker and has less friction than ever before. The networked economy means that a business will feel dips faster.flickr: CarbonArc
- 25. Getting attention is harder than ever. Your customers are no longer in one place. To get information to them requires a strategy that is holistic and sustainableAll touch points need to be considered and those who must monitor the information require support and resources provided"Digital reputation is now your reputation, whether you like it or not. It's now the truth about you. Michael Fertik Reputation.comflickr: FoveaCentralis
- 26. Hello Group provides business value through: Insights - Creativity - Strategic planning We provide the information and data that leads to innovation from insights (design research) and creativity (IA, Interaction and visual design)We also provide strategic planning for our clients to engage with their customers through the services they use (social networks and communities)
- 27. flickr: julianbleekerUser experience is more than usabilityHow things look (visual design) how they work (how usable, the interaction and development of functionality) and how the product answers the needs and wants of a user (aligned to the business purpose) all are a part of the user experience.
- 28. How did we get here?We call it UXBASISUXBASIS is a way of practically applying techniques from a business perspective, while keeping true to the goals of the users.UXBASIS is a process based on our experience of building digital solutions.
- 29. UXBASIS A process A set of tools A communication aid enabling collaboration A pitch tool to gain buy in
- 30. UXBASISUXBASIS has 5 sectionsEachsection holds severalmethodsEachsection covers a particularuserexperienceneed
- 31. How did we get here?Understanding business cultureThe work undertaken by us involves a degree of an organisational challenge (and sometimes change) for the client. Knowing the type of business culture is really valuable to us before we start work. Knowing the expectations and likely obstacles give us a good understanding and also where the work may take the client.
- 32. Business IntelligenceUXBASISBusiness focused information gatheringFor this reason we always start any project with fact finding around the key decision makers; The market they operate in and the culture of their companyWe identify the clients needs, clarify and finalisethe brief and note the overall business goals
- 33. Competitor AnalysisUXBASIS Gives a baseline of what works, and what does not, in the marketplace.
- 34. Establishes best practices in competing products and unique selling points from competitors
- 35. Matrix diagram can help describe pros and cons of competitorsCompetitor AnalysisUXBASIS
- 36. AnalysisUXBASISUser focused information gatheringThe Analysis section involves:Identifying the user needsClarifying the end usersFocusing on content and structure
- 37. PersonasUXBASIS In-depth descriptions of fictional characters
- 38. Focus is on identifying common traits with users
- 39. Aim is to cover user behavior, attitude, skills and goals
- 40. Can later be used during testing to ensure appropriate recruitmentPersona example
- 41. Concept ModelUXBASIS Provides an overview of possible product elements
- 42. Focus is the user wants/needs and the business goals
- 43. Aim is to create an overview map everyone can understand
- 44. Ideally created early and then edited throughout the processConcept model exampleThe concept model is a necessary deliverable to all our projects as it outlines the needs and wants of the user base, alongside the business goals of what the application should satisfy.
- 46. StructureUXBASISDeveloping the information frameworkInformation gathered is used to develop the frameworkThe concept model helps to map out areas of information organisation that will be shown in the wireframe or prototype
- 47. User JourneysUXBASIS User path to the goal in the product is defined
- 48. Focus is on users tasks, behavior and challenges
- 49. Aim is a tool from which the information structure can be generated
- 50. Useful with complex structures and multiple usersUser JourneysUXBASIS
- 51. Refugees UnitedUXBASISParticularly useful with complex structures and multiple user types e.g. social networking or ecommerce. User journeys Shows users tasks, their modes of behavior and any potential challenges that a user may discover when using the product.
- 52. InteractionUXBASISCreating the flowCreating flow between pages or states in an applicationDevelop the layout and overall structureBuild product content templates
- 53. WireframeUXBASIS Key pages are produced possibly based on earlier sketches
- 54. Focus is on how the users navigates and completes tasks
- 55. Aim is a tool that can be used to start the interface design
- 56. Can be used in conjunction with a Think Aloud testWireframeUXBASIS
- 57. Roskilde Blog
- 59. SampleUXBASISTesting the resultsVerify design decisionsGet feedback for iterationsEnsure business goals are met
- 60. Eye TrackingUXBASIS Users are tested using hardware that tracks where they look
- 61. Focus is on the users apparent interest in product elements
- 62. Aim is useful information that helps optimizing the layout
- 63. Eye tracking on visual designs onlyUser JourneysUXBASIS
- 65. We will start to see IAs appear in companies that you didnt even think of as digitalflickr: Chris H奪rvardBergeThe management of information, its structure and architecture of information spaces will become a larger industry.
- 66. Some concluding thoughtsUCD as a philosophy (understanding who you are designing for) and UX as a discipline form the foundation for the best products and service design.flickr: Worldofoddy
- 67. Some concluding thoughtsCoupled with engaging communication, marketing becomes inherent in a product and goes beyond normal messaging, connecting where the customer is.
- 68. Verifying content, and ensuring authenticity to those who view it, will make trust and transparency highly valuable qualities as misinformation is everywhere.flickr: G A R N E T
- 69. Agility (the ability to respond to change), collaboration (integration between disciplines) andtalent acquisition will set companies (and organisations) apartflickr: FoveaCentralisChanging organisations and governments used to be a slow process, but the groundswell of ideas and speed of change is accelerating. Coping with this is not only a challenge but also will be a defining moment in how to progress societies and businesses in the next few years.
Editor's Notes
- Dorthe kindly invited me to speak here obviously about my work but also about digital, social networks and how business will face challenges and opportunities as we go forward.I know your course focuses on information management and organizational change and in the last year, we are seeing just how important this is for every company, organization and government. The sketch in the background here are a few thoughts about what you could cover when you approach these subjects. There is enough content there to cover months of lectures. So what I will present are just my views about how I feel about some of these themes. There isnt much data and my sources are widely available and known.I will then link this back to my daily work UX work at Hello Group with some examples of information used to give business value.
- Youth drives innovation and change. They are early adoptors, of course they always have been but the ability to tell others has reached an unprecedented level in terms of scale and speed.They listen to peers, just like we all do and this drives adoption of services or productsThe watercooler has been replaced by Twitter. A twitter break replacing the smokers social chat.
- It is not just about a Flip camera or the new Ford Fiesta (both successful products driven by Youth) 50,000 prospective leads alone for Ford in a very challenging marketMarketing is being redefined, the message can no longer be simply pushed but must appear where an audience is.
- I really want to highlight this point.How things look (visual design) how they work (the interaction and development of functionality) and how the product answers the needs and wants of a user (aligned to the business purpose) all are a part of the user experience.Often UX is seen as usability - but that is only a part of the storyWhen building products we should pay attention to the whole of the development of a product ensuring the users are at the heart of decisions made.
- Complex projects can easily become unwieldy and lack focus due to production factors and resource issues.This inevitably harms the quality of the product and does not promote a user focused solution.UXBASIS is a way of practically applying techniques from a business perspective, while keeping true to the goals of the users.UXBASIS is a process based on our experience of building digital solutions.
- UX BASIS is a process and a set of tools to help an organization engage with users through the products that are developed.UXBASIS helps communicate about projects with other UX professionals, stakeholders, designers and developers.UXBASIS is flexible providing the right information to make informed design decisions to provide business with a platform for generating better products and services.
- UXBASIS has5 sectionsEach section holds several methodsEach section covers a particular user experience needThe different sections are:Business IntelligenceAnalysisStructure InteractionSample
- The work undertaken by us invariably involves a degree of an organisational challenge (and sometimes change) for the client.Knowing the type of business culture is really valuable to us before we start work. Knowing the expectations and likely obstacles give us a good understanding and also where the work may take the client.
- For this reason we always start any project with fact finding around the key decision makers The market they operate in The culture of their companyIdentifying the clients needsClarifying and finalizing the briefNoting the overall business goals
- Gives a baseline of what works, and what does not, in the marketplace. When confronted with a difficult problem they can help in informing a solution.Establishes best practices in competing websites and for the design team to learn from different approaches and innovations Matrix diagram can help describe pros and cons of competitors
- Designed to give an overview over the different possible elements of a productCan be used as a roadmap to identify which elements should get primary focus and which are secondaryOutlines the needs/wants of the users in conjunction with the business goalsCan be understood by everyoneIs key at the end of the Analysis stage, but can feature multiple timesAim: to give the developer group an easy point of reference as the project progresses to maintain focus on key strategic areas.
- Having first defined the user roles we can now plot a path through the product for each user goal.Particularly useful with complex structures and multiple user types e.g. social networking or ecommerce.Aim: Shows users tasks, their modes of behavior and any potential challenges that a user may discover when using the product.
- Creating flowDevelop the layout and overall structureBuild product content templates
- Social media is IA
- Verify design decisionsGet feedback for iterationsEnsure business goals are met