UX is way more than most people think. I believe that UX is a mindset that everyone should carry. This is how I approach UX, and think it's beneficial for everyone to know a process that works. NOTE: This represents a talk I gave to some students embarking on a career in the UX field.

1. What is
UX in 10 slides

2. Introduction
User experience is the most important
part of a digital project; although it's not
really a 'part' … it's infused throughout.
UX Professionals devoting their careers to
understanding users and crafting
experiences that suit their needs are UX
professionals regardless of whether they
focus on copy, design, development, IA,
or strategy.
This is the story of a UX professional.

3. The Ask
One day, not too long ago, a guy came
in asking for a website and I was asked
to help figure out what he wants.
I want a
website Stakeholder interviews were set up, and
I focused on finding out:
1. What behaviour he'd like from his
users.
2. Who he believes his users are
3. What are typical customer journeys

4. The Audience
When stakeholder interviews were finished, I had
a good grasp on who the client thought their
users are, and what he wants them to do.
My first task is to confirm his research/
assumptions about his users.
We don't have much time or money to do any
in-depth user research, but I was able to classify
users based on analytics and a quick focus
group.
Based on the research and analysis I was able
to do, I was able to get team alignment on our
primary persona as well as secondary personas.

5. The Competition
Now that I've segmented and defined
behaviours of the clients users, it's time
for me to dive into his competition.
It's easy to search out his competition
using Google; and relatively simple to set
up a brand monitoring system to find out
what people are saying about my client,
and his competition.
I conduct a competitive analysis and pull
out key conventions, and key
opportunities.

6. The Ecosystem
Another important task is to define the
universe we're going to be working in.
Although the client has asked for a
website, I need to figure out:
• What other digital properties exist
• What other communications exists
• What SEO/SEM activity is in place
• What social activity is in place
Once these are mapped, user journeys
can be aligned with the cross-channel
ecosystem

7. The Content
Now that the background work is done,
the REAL work begins and the first thing
our team needs to define is content.
The creative team is engaged to come
up with an over-arching concept. I work
in tandem to evaluate currently available
content and map it back to the different
mental models associated with the
personas.
From this, I'm able to derive gaps and
opportunities for new content.

8. The Information Architecture
Once a content strategy is pulled
together, I'm able to get started on the
information architecture.
I choose a 2-pronged approach to
categorization; an open card-sort and
tree testing.
The card sort reveals where cross-links
need to be incorporated, while the tree
test validates that the taxonomy I've
created stands-up.

9. The Interaction Design
With an approved IA in hand, I'm able to
get started with wireframes and the
interaction design of the site.
nt
C onte I heavily rely on the background research
to help define what navigation, layout,
and interaction conventions I select to
De
sig
utilize.
n
I collaborate with the design and tech
team to ensure I'm capturing all the
appropriate functionality.

10. The Usability
We've been given the budget to
conduct both remote tests, as well as
lab-tests.
I spend a week writing the tests, two
weeks conducting them, and a week
analyzing the results from both sources.
90% of the tasks were completed, and
over-index on speed and recall. A few
tweaks and the addition of a customer
feedback mechanism and we're good!

11. The Design Consult
Now that we have an approved design
specification document, we move into visual
design.
Direction
I'm asked to add my unique outlook to the trio
of creative director, copy writer, and designer.
Design
UX Throughout the design process, I'm able to
provide input on visual design, and
Copy
nomenclature decisions that are made.
As the dev team makes the designs a reality,
I'm able to stay involved and provide input with
regards to interactions.

12. The Test
Once the site is launched, I'm able to work
with a business analyst to figure out what
ROI elements are working well, and which
Visits
KPI
Conversion elements might require an update.
Through the ongoing process of multivariate
testing, I'm able to optimize conversion rate
from 20% at launch to 35% after 8 months.
Ongoing analysis of the metrics we have
Abandonment Drop-Off access to, has provided us with an insight
that users need a mobile optimized version of
Bounce
the website. This could lead to future
opportunities.

13. In conclusion.
As a UX consultant, I'm able to focus on what's important to
the project & the client, rather than what my specific job
description is.
I encourage everyone on every team to approach their
portion of the project with the mindset of a UX professional.
If you're team needs help understanding how UX can be
incorporated into their skill-sets, or they need someone to
guide them, I encourage you to pass this presentation
around, read my blog, or ask me to come in and help.

14. Blog: http://thejordanrules.posterous.com/
Twitter: @thejordanrules (https://twitter.com/thejordanrules)
Images: all images for this presentation were obtained with permission from iStock Photo
(http://www.istockphoto.com/search/portfolio/697682/?facets={%2235%22:%22stick%20figure%22}
#943e221)