User Experience or UX can be summarised as the 5R's. It's about creating the Right Digital Technologies or Experiences for the Right Audience, for the Right Devices, to be used in the Right Environments to shift the Right Business Metrics. This presentation gets you across the UX landscape and summarises the UX Environment Globally and Locally to Australia.
2. Welcome!
Bernard
Schokman
Director
&
Principal
Consultant,
UX
Training
www.uxtraining.com.au
bernard@uxtraining.com.au
m.
+61
414
486
876
3. • The
MulF-‐Screen
World
• What
is
UX?
• Why
UX
is
So
SubjecFve!
• So
Why
Do
UX?
• The
Digital
&
UX
Landscape
• Contemporary
Vs
Lean
UX
• A
UX
Case
Study,
Amazon
• The
Philosophy
of
UX,
Nordstrom
• The
Global
&
Local
Future
of
UX,
Capital
One,
Jared
Spool
• CreaFng
an
In-‐House
Capability,
ROI
Todays Agenda, UX or User Experience
5. So What is UX?
• A
focus
on
discovering
the
5R’s
(Monster
Truck)
• Stuff,
Users,
Devices,
Environments,
Metrics
• User
Experience
across
a
single
touch
point
• Customer
Experience
across
all
touch
points
• UX
is
like
life,
it’s
iteraFve.
SomeEmes
you
achieve
the
result
and
someEmes
you
receive
the
lesson,
but
you
always
end
up
where
you’re
supposed
to
be
and
it’s
a
journey
of
conFnuous
improvement.
6. Why UX is Subjec?ve!
• UX
PracFFoner
Diversity
• Customer
Culture
&
Diversity
• Best
PracFces
• Design
Tools,
Research
Methods
• Even
you
and
your
life
and
business
experiences
7. So Why do UX? Opportunity!
Have
someone/the
team
have
a
focus
on
the
5R’s
• Right
Stuff,
Users,
Devices,
Environments,
Metrics
Customer
Discovery
• What
they
say
they
want
and
what
they
will
actually
use
Business
Metrics
• Money,
Time,
ConnecEon
(Solve
a
problem,
Add
a
Benefit)
• Increase
Usage,
Conversion
Rate,
Average
Order,
$Net/Visitor,
Pages
Viewed
• Reduce
Drop
Off,
Incoming
Calls,
Training,
Errors
• Save
User
Time,
Development
Time
Design
Shack
–
“Why
does
UX
MaQer?”
• It
doesn’t
ma,er
what
your
site
or
app
looks
like
if
people
don’t
know
how
to
interact
with
it.
9. The 4 Pillars of UX (UX Landscape)
• Business
Needs
• Business
Metrics
• Goals
• Targets
• KPI’s
• ROI
• Are
they
realisFc
• UX
Research(Discovery)
• Affinity
Diagrams
• HeurisFc
EvaluaFon
• QuanFtaFve
Survey
• Usability
TesFng(verify)
• Interviews
• Profiles
&
Personas
• Customer
Journey
• Interviews,
Contextual
• Diary
Study
• Card
SorFng
• InformaFon
Architecture
• Site
Map
• Taxonomy
• Content
Audit
• First-‐Click
Test(usability)
• Tree-‐TesFng
(usability)
• User
Stories
• Task
Flows,
Task
Analysis
• People
• UX
Design
• Sketching
• Paper
Prototyping
• Design
Studio
• Balsamiq
Mock-‐ups
• Axure
RP
Pro
• UX
AnalyEcs
• Web
AnalyFcs
• UX
SoU
Skills
• Agile
• Story
Telling
• Workshops
• FacilitaFng
• PresenFng
• Copy
&
CuraFng
• CriFquing
10. Contemporary & Lean UX
Contemporary
UX
• Brief
• Business
Goals
• Research
• Design
• Requirements
• Development
• In
the
Wild
• AnalyEcs
• Did
it
work?
Lean
UX
(Startups
or
New
Products)
• Brief
• Business
Goals
• AssumpEons
(Leaps
of
Faith)
• Hypothesis
(Beliefs
and
Why)
• Research
• Design
Studio
• User
Experiments
(MVP)
• Development
(Build)
• Live
TesFng
(In
the
Wild)
• AnalyFcs
(Measure)
• Is
the
AssumpFon
T
or
F?
(Learn)
• Pursue,
Pivot
11. A Case Study, Amazon
approaches
UX
from
two
contrasEng
standpoints
-‐
tradiEonal
and
lean.
One
to
suit
big
business
and
budgets,
the
other
to
suit
startup/small-‐medium
business
and
budgets.
“Every
11.6
seconds
Amazon.com
pushes
live
bits
to
real
customers…
“
• It’s
small
ideas,
small
experiments,
small
bites
of
risk
that
they
push
live
5
Fmes
every
minute
to
get
a
sense
of
where
they
should
be
spending
more
Fme.
And
the
risk
of
doing
that
is
Fny,
because
it’s
a
small
release
to
a
small
subset
of
people
that
is
judged
objecFvely
based
on
some
kind
of
change
in
customer
behaviour”.
–
Jeff
Gothelf.
14. The Global Future of UX, 2015+
AdapEve
Path,
a
San
Francisco-‐based
design
and
user
experience
consultancy,
has
been
acquired
by
financial
firm
Capital
One
–
2014/10/02
AdapEve
Path
co-‐founder
and
Chief
CreaEve
Officer
Jesse
James
GarreQ
said
that
aUer
talking
to
a
number
of
potenEal
acquirers
in
the
years
since
it
was
founded
in
2001,
Capital
One
was
first
one
to
seem
like
a
good
fit.
…What
it
won’t
be
doing,
however,
is
providing
any
more
outside
design
consulEng…
15. The Local Future of UX, 2015+
Scaling
UX
Teams
for
2015
and
Beyond
Emma
Jones,
Group
Account
Director,
Mitchell
Lake
(February
2015)
“During
2014
a
number
of
significant
shiss
were
felt
in
the
UX
world
in
Australia.
And
these
shiss
have
led
to
a
growing
sense
of
unease
within
organisaFons
as
to
whether
they
can
hire
sufficient
numbers
of
skilled
designers
to
realise
their
innovaFon
plans
at
the
pace
they
need
to.
Every
enterprise
business
is
‘scaling
up’
their
experience
design
capabiliFes.
All.
Of.
Them.”
“My
message
is
that
all
businesses
need
to
have
a
focus
on
creaFng
more
Experience
Designers.”
16. Crea?ng the UX Capability
Three
Choices:-‐
Engage
a
Consultancy
Recruit
Full
Time
or
ContracEng
Resources
Build
the
Capability
In-‐House
17. The In-‐House Capability Journey
The
Capability
Journey
UX
Awareness
PresentaEon
3-‐4
Hour
UX
Workshop
1-‐3
Day
UX
Training
UX
Capability
Created
UX
Mentoring
&
Capability
Building
18. The ROI of Crea?ng an In-‐House Capability
Annual
EsEmated
Project
Costs
8-‐30+
People;
12
Months;
Salary:
$80-‐250k
Assume
30%
UX
Related
AcEvity…
8
People
x
$80k
Salary
x
30%
UX
AcEvity=
$640k
x30%
=
$192k
of
UX
Annual
Capability
Training
=
Workshops
+
Training
+
Mentoring
8
People
=
$3,000
+
$8,000
+
$48,000
=
$59k
of
Training/Mentoring
Value
RaEo
(CreaEng
the
Capability):
$59k:192k
or
1
:
3.25
ADDITIONAL:
Cost
of
UX
Resource
$100k…$240k(1:2);
Cost
of
Producing
the
Wrong
Stuff
$640k(1:10);
Losing
the
compeEEve
edge
(1:Priceless)
19. Thank You -‐ Ques?ons?
Bernard
Schokman
Director
&
Principal
Consutant,
UX
Training
www.uxtraining.com.au
bernard@uxtraining.com.au
m.
+61
414
486
876