Basic introduction to user experience, the benefits and methodologies.

1. Digital Bootcamp
User Experience

2. HELLO!My name is
Nigel Hudson
I’ve designed and managed websites, enterprise applications,
mobile applications for over 16 years.
Director, Experience Architecture

3. User Experience
Introduction to

4. What is user experience?

5. What is User Experience?
Customer
Experience
(CX)
User
Experience
(UX)
CX encompasses the overall interactions a
person has with your brand. From brand
perception, awareness, discovery, attraction,
interaction, purchase, use, cultivation and
advocacy.
UX is specific to the ‘User’ in the terms of digital
properties of your brand. It is the design,
measurement and optimization of the
interaction a person has with your digital
products and or channel.
Company Vision, Business Strategy, Marketing Direction,
Product Design & Management
Digital Marketing Channels, Digital Products, WorkForce Tools &
Automation, In-Store Digital Experience and POS

6. Layers of User Experience
Visual & Motion Design
Content & Messaging
UI Patterns & Interaction
Architecture & Navigation
Business & Functional Requirements
User Goals & Needs
Research & Planning
Creative Digital Translation, Theme and Animation
Key Messaging, Copywriting & Tone, Experiential Content
User Interface & Interaction Design
Information Architecture, User Flow, Navigation Structure, Sitemap
Business rules, objectives, functional requirements, platform
considerations and constraints, agile user stories.
User objectives, needs, goals , KPI and conversions
Experience Road mapping, Journey Mapping, Experience Mapping, User
Types, Personas, Web Analytics, Heuristic and Competitive Analysis,
User Interviews and User Testing,
Company Vision
/ Business Plan
Technical Considerations
Marketing & Digital
Strategy
Brand Governance
Customer Experience

7. Source: 2015 Information Architects
Impactful User Experience is a marriage of
Business, Technology and Design
Spectrum of User Experience

8. Incorporation of Experience
Strategy & Digital
Planning
Goals & KPI’s
AudienceAnalysis
JourneyMapping
ExperienceMapping
OpportunityRoadmap
Rapid Prototyping
Lean User Testing
Technologies &
Platforms
Ecomm
CMS
Portal
Omni-Channel
Adaptive& Responsive
Mobile AppIntegration
Experience
Design
Creative Design
Content Creation
Rich Content
Localization
Personalization
ExperienceDesign
User Interface
Experience
Optimization
ExperienceAnalytics
Web Analytics
User Testing
SEO/SEM
Social Commerce
Behavioral Remarketing
Campaign Integration
Experience
Management
ExperienceProgram
Management
Governance
Experience can be incorporated across a digital property lifecycle.

9. Omni-Channel
UX can assist in creating seamless, consistent and relevant customer experiences across multiple channels.
UX
Governance

10. Omni-Channel and the Age Context
UX can assist in creating seamless, consistent and relevant customer experiences across multiple channels.
Our profile and
traffic patternsOur referral or
source of entry
The device(s) we
are using

11. What are the benefits?

12. Inspiration

13. Benefits of UX
Inspiration
$18 Billion profit, the largest in it’s history

14. Benefits of UX
Inspiration
“You have to start with the customer experience and work
backwards to the technology”
- Steve Jobs (1997)

15. Benefits of User Experience
Loyalty & Marketing Share Reduced CostsIncreased Revenue

16. Benefits of User Experience
Loyalty & Marketing Share Reduced CostsIncreased Revenue
• When information is relevant and easy to find, the greater chance of user engagement
• When a transaction is easy to do it, there is greater chance of completion
• When a process is easy to do, it reduces staff overhead or task time
• Users will pay a premium for better and consistent experience
• Employees will be more efficient with a better and consistent experience
Ease of use drives digital engagement

17. Benefits of User Experience
Reduced CostsIncreased Revenue
• influences customer perception
“they care about my experience, they must take the same care in their products”
• creates loyal customers through consistency and reliability in experiences
• brand begins to sell itself, word of mouth
Optimal customer experience increases brand perception, loyalty and market share.
Loyalty & Marketing Share

18. Benefits of User Experience
Increased Revenue
• prioritize features for development thus reducing effort/cost
• invest in more meaningful and impactful features
• experience testing can catch issues early rather than later in development
• less rework or redesign work is required
• less customer support or employee training, faster onboarding
Experience planning & design translates into smarter investments
Loyalty & Marketing Share Reduced Costs

19. Where can we apply it?

20. Where can we apply it?
User
Experience
(UX)
Business Systems
and Workflow
Digital Product
and Services
Marketing
and Acquisition
Back Office
Front Office

21. Applied UX
Business Systems and Workflow
User experience is not just for the consumer
market. Creating optimal experiences for your
business systems and workflows can create
business efficiencies.
• user adoption
• optimized employee workflow
• employee collaboration
• document management and findability
• improve communications
• business Intelligence forecasting
• mobilization of workforce
• positive cultural perception
• less support time

22. Applied UX
Digital Product & Services Design
User experience is critical in the product and service
design for create a competitive advantage.
• Desirable product experiences
• Competitive Edge
• Increased Acquisition
• Prioritize feature roll out
• Less Customer Support Time
• Brand Perception

23. Applied UX
User experience is critical in marketing and
acquisition channels to drive engagement.
• Targeted Experiences
• Optimal Acquisition Journey’s (funnels)
• Contextual & Relevant Messaging
• Brand Perception
• Optimized & Integrated Campaigning
Marketing and Acquisition Services

24. How do we do it?

25. What is user experience?
How we do it
UX Process and Components
Research &
Discovery
Concept &
Validating
Architecture
& Design
Experience
Management

26. What is user experience?
How we do it
UX Process and Components
Research &
Discovery
•Stakeholder/User Interviews
•UX Workshops
•Personas
•Use Cases and Scenarios
•Task Analysis
•Experience / User Journey
Mapping
•Eco system Map
•Audience Analysis
•Competitive Analysis
•Heuristic Evaluations
•User Testing
•Key Performance Indicators
•Experience Planning
Concept & Planning
•Story Boards
•User flows
•Card Sorting
•Content Audit
•Content Planning
•Component Planning
•UI Sketches
•UI Wireframes
•Prototyping & Lean Testing
•Technical Exploration
•Business & UX Requirements
•Solution Brief
•User Stories
Architecture &
Design
•Site Mapping
•Component Mapping
•Content Mapping
•Creative Design
•Creative Style Guide
•Taxonomies
•UI Wireframes
•UI Prototypes
•Functional Requirements
•Agile Development
•Lean User Testing
•Iterate
Experience
Management
•UX Governance
•UX Program
•Analytics Analysis
•UX Analytics
•A/B Testing
•User Testing
Discover & Prioritize
Opportunities
Validate & Plan
Opportunities
Design, Refine & Build Manage & Optimize
Lean UX

27. Real World Example

28. Example
The Challenge:
Redevelop the automotive shopping tools across all 5 brands
(Chrysler, Jeep, Dodge, Ram, Fiat). Increase engagement and
online conversions. Client asks: “must be industry leading”,
“different” and “modern”.
Constraints
Canadian budgets
3rd Party Data Warehouse APIs
Limited room to change content
The Applications:
Build & Price
Search Inventory
Locate a Retailer
Engagement Forms
Special Offers
FCA Shopping Tools

29. Example
FCA Shopping Tools
Stakeholder
Workshops
HL Solutions Docs
Heuristic &
Competitive Analysis
Data Analytics &
Audience Analysis
Journey Mapping
Requirements &
User Stories
Wireframe, Prototypes
& Lean User Testing
Creative Design &
Assets
Agile Development and
Deployment

30. Example
The Result:
A fully integrated applications for a seamless customer
shopping experiences - the first of it’s kind. Device ready for
desktop, tablet and smartphone.
Measurement (3months):
15% increase in conversions for Desktop users
283% increase in conversions Mobile Users
FCA Shopping Tools

31. “Start with experience to achieve success.”
Conclusion

32. Thank You
Nigel Hudson
www.nigelhudson.com
1/29/16 5:32:46 PM
ca.linkedin.com/in/nigelhudson
twitter.com/nigelhudson