Digital user experience specialists Yourmum featured in the Effective Digital Marketing Strategies workshop at the International Institute for Product and Service Innovation. The presentation discusses the benefits of having a user experience focus when designing websites/web applications etc and the process for effective digital user experience implementation .

1. UX you say…?
Craig Brewster
Founder of your mum
www.yourmumux.co.uk

2. Who’s your mum?
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User Experience consultancy
Specialising in UX research, UX planning and user testing
Based in Leamington Spa
In business for nearly 4 years
A cooperative approach to working
Four ”Full-timers”
Approximately six other specialists
Mainly UK with some overseas work
www.yourmumux.co.uk

3. We do UX for all kinds of people
www.yourmumux.co.uk

4. …for all kinds of devices
www.yourmumux.co.uk

5. A tale of two sessions
20 mins - me talking
40 mins - you trying it out
www.yourmumux.co.uk

6. What is UX?
www.yourmumux.co.uk

7. Acronym anybody?
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UX
CX
UE
UI
IA
UCD
UID…
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… Plan for what users want before making anything!
www.yourmumux.co.uk

8. Your users will go on a journey, don’t make it muddy
www.yourmumux.co.uk

9. We’re not being altruistic
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Effective
They get there, you improve conversion
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Efficient
They get there quickly and without fuss, you improve
retention
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Rewarding
They feel warm and fuzzy about it, you improve
advocacy
www.yourmumux.co.uk

10. UX works best in iterations
www.yourmumux.co.uk

11. UX works best in iterations
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www.yourmumux.co.uk
User focus groups
User surveys
Stakeholder workshops
Competitor analysis
Heuristic reviews
Content audits
Analytics analysis

12. UX works best in iterations
www.yourmumux.co.uk

13. UX works best in iterations
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www.yourmumux.co.uk
Personas
User journeys
Information architecture
Sketches and wireframes
Prototypes
Functional specifications
Content matrices
Multichannel strategies

14. UX works best in iterations
www.yourmumux.co.uk

15. UX works best in iterations
www.yourmumux.co.uk

16. A case study
www.yourmumux.co.uk

17. Workshop
www.yourmumux.co.uk

18. Analytics
www.yourmumux.co.uk

19. User survey
www.yourmumux.co.uk

20. Competitor research
Small
Specialist
General
Large
www.yourmumux.co.uk

21. Conclusions
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Simple, one-page website
Strong visual identity
Personality in our content
Who we are, what we do, our clients
Simple route to contact us
Mobile-enable
Links to and from social media
www.yourmumux.co.uk

22. Journeys
www.yourmumux.co.uk

23. Sketches
www.yourmumux.co.uk

24. Wireframes
www.yourmumux.co.uk

25. User survey
www.yourmumux.co.uk

26. Beta website
www.yourmumux.co.uk

27. Revisions
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Inject a bit of humour
Add “Featured supplier” badge
Add more client testimonials
Link to case studies
Add map and contact information
Link to blog posts
www.yourmumux.co.uk

28. Live website
www.yourmumux.co.uk

29. Results
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Stronger identity
Consistency across channels
Equal to competitors
Improved SE rankings
Increased traffic
Increase in conversions
www.yourmumux.co.uk

30. Your turn…
www.yourmumux.co.uk

31. You own a restaurant in Cambridge…
1. Personas
Spend some time getting in to the shoes of your user. Think about how
they might browse the internet, what they want to get from a website,
and what sort of factors will influence their choice of restaurant
2. Competitor review
Look at a competitor website from your user’s perspective. What are
your first impressions? What’s does the site do really well? What’s
frustrating? What’s missing that you’d expect to see?
3. Information Architecture
If you were building a restaurant website with your user in mind, what
would your homepage look like?
www.yourmumux.co.uk

32. In summary
www.yourmumux.co.uk

33. To recap
www.yourmumux.co.uk

34. A few things to take away
Before you design or build anything:
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Ask questions
Do your research
Sketch your ideas
Prototype first
Test your ideas
Polldaddy / Survey Monkey
Econsultancy / Hoovers / Alexa
Pads, Post-its and Sharpies!
Axure / Balsamiq / Justinmind
Treejack / Usabilla / WUD
But above all else… Don’t be precious!
www.yourmumux.co.uk

35. …and call on the professionals if you need help
Research
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User focus groups
User surveys
Usability testing
Stakeholder workshops
Competitor analysis
Heuristic reviews
Content audits
Analytics analysis
www.yourmumux.co.uk
Planning
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Features matrices
Personas
User journeys
Information architecture
Content matrices
Wireframes
Prototypes
Functional specifications
Multichannel strategies