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User  Experience  (UX)
Welcome!
Welcome!
Bernard	
  Schokman	
  
Director	
  &	
  Principal	
  Consultant,	
  UX	
  Training	
  
www.uxtraining.com.au	
  	
  
bernard@uxtraining.com.au	
  
m.	
  +61	
  414	
  486	
  876	
  	
  
•  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
The  Mul?-­‐Screen  World
hp://www.google.com.au/think/research-­‐studies/the-­‐new-­‐mulF-­‐screen-­‐world-­‐study.html	
  
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.	
  	
  
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	
  
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.	
  	
  
The  Digital  Landscape
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	
  
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	
  
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.	
  
The  Art  of  Listening
The  Philosophy  of  UX
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…	
  
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.”	
  
	
  
	
  
Crea?ng  the  UX  Capability
Three	
  Choices:-­‐	
  
Engage	
  a	
  Consultancy	
  
Recruit	
  Full	
  Time	
  or	
  ContracEng	
  Resources	
  
Build	
  the	
  Capability	
  In-­‐House	
  
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	
  
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)	
  
Thank  You  -­‐  Ques?ons?
Bernard	
  Schokman	
  
Director	
  &	
  Principal	
  Consutant,	
  UX	
  Training	
  
www.uxtraining.com.au	
  	
  
bernard@uxtraining.com.au	
  
m.	
  +61	
  414	
  486	
  876	
  	
  

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User Experience (UX) Overview

  • 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.  
  • 12. The  Art  of  Listening
  • 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