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integrating ux in to a growth digital agencyby Andrew Shanley
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WHAT’S COMING UP...
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What’scoming up
➡ The Growth Digital Agency (GDA) Challenges
➡ Introduction to UX
➡ Why UX matters/ROI
➡ Current and future issues
➡ The Working UX team
➡ UX Vs IA
➡ Where UX fits in to the development cycle
➡ What service we provide, and when (Engagement model)
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THE GROWTH DIGITAL AGENCY (GDA) - CHALLENGES
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Challenges ➡ Cost: "UX is expensive - we can't afford it"
➡ Importance: "UX will eats in to project time"
➡ Agency size: "Do we need to a UX department?"
➡ Understanding: "Clients don't get UX.. WE don't get UX"
➡ Is it really being practiced? : "We already do wireframes!"
A Growth Digital Agency is an agency that's growing fast!
With this comes it's own challenges.
Some common themes
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SO WHY DO UX IN THE FIRST PLACE
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Coined by Dr. Donald Norman*, 'user experience' (UX) is "design centered on the user’s wants and needs – an experience that gets beyond business goals and digs into users’
goals" (circa 1993)
UX is the notion that not only design but strategic decisions should be based on the needs and wants of users.
a definition
*Norman is a cognitive science researcher, co-founder of Nielsen Norman Group and former vice-president of Apple.
http://www.nngroup.com/about/http://www.ux-lx.com/donn.htmlhttp://www.ixdstudio.com/blog/8-things-every-ui-designer-should-know/http://uxdesign.smashingmagazine.com/2010/10/05/what-is-user-experience-design-overview-tools-and-resources/
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UX design is driven by consideration of the moments of engagement, or touchpoints, between people and brands, and the ideas, emotions, and memories that these moments
create.
in a commercial context
RAZOR BRANDING™: BRANDING TOUCHPOINTS: http://www.therussogroup.com/branding-touchpoints/
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A better definitionCLIENT
needs
userneeds
The product moment of engagement the experience
userneeds
CLIENTneeds
strategy
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WHY UX MATTERS
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User centered product + increased client buy-in + user testing at earlier stages =Fewer latter-stage iterations and code-rewrites
the roi of uxReduced COST
Increased profuctivity
Increased sales
Increased brand loyalty
Increased brand advocacy
Users can fulfill their tasks faster, less effort required
Pan points reduced, reduced barrier to sales(http://www.uie.com/articles/three_hund_million_button/)
Pleasant emotions and memories associated with product and brand...
..tell all your friends about it!
UX Basics & The ROI Of UX: http://www.slideshare.net/algorhythm/ux-basics-the-roi-of-ux
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User centred product + increased client buy-in + user testing at earlier stages =Fewer latter-stage iterations and code-rewrites
the roi of uxReduced COST
Increased profuctivity
Increased sales
Increased brand loyalty
Increased brand advocacy
Users can fulfill their tasks faster, less effort required
Pan points reduced, reduced barrier to sales(http://www.uie.com/articles/three_hund_million_button/)
Pleasant emotions and memories associated with product and brand...
..tell all your friends about it!
UX Basics & The ROI Of UX: http://www.slideshare.net/algorhythm/ux-basics-the-roi-of-ux
Or, rather than increased brand advocacy, could the measure be a reduction in brand opposition ?
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userneeds
CLIENTneedsSo, we need to sell this approach ( )
back in to the client
There is much
value to be had.. ..in designing
around user needs
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UX SCOPE: WHERE UX GETS INVOLVED
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the user experience strategyUXers sit further toward the ‘person’ end of the scale, focusing on understanding end users, stakeholders, and what is going to work well for them as a wholistic experience.
The GDA's UX team should work closer with the Insights, analytics and research departments
The GDA's UX teams' aim is to add strategic value to project teams.
The Elements of User Experience (2002)Jesse James Garrett http://www.jjg.net/elements/
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gda ux team touchpoints: bridging disciplines
uxBridging UX with those associated disciplines, on
either side, in other areas of the company
strategy
dev.
User researchContent strategy
Information architecture
Interaction design
Usability
Visual design
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gda ux team touchpoints: bridging disciplines
uxBridging UX with those associated disciplines, on
either side, in other areas of the company
strategy
dev.
User researchContent strategy
Information architecture
Interaction design
Usability
Visual design
information architecture
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gda ux team touchpoints: bridging disciplines
uxBridging UX with those associated disciplines, on
either side, in other areas of the company
strategy
dev.
User researchContent strategy
Information architecture
Interaction design
Usability
Visual design
information architectureTest
hypothesis
Testhypothesis
Testhypothesis
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GDA TEAM AND STRUCTURE
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gda ux team
ux
user researcher information architect user testerFocuses in gathering insights about
the users from social networks, surveys, interviews and workshops.
Creates personas to symbolically represent end-user groupings
Creates hypotheses, researches holistic and competitor environments, works with personas and user research take-aways to create navigation and hierarchical structures (flow diagrams, site maps,
content maps, wireframes, story boards, etc)
Tests hypotheses. Creates walk-throughs using Axure,
or Invision App.
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gda ux competency levels
Information Architect (IA) UX Senior UX
➡ User Experience concerns emotion
➡ Emphasis on facilitating engagement
➡ Bridging research and design teams
➡ Training IA and mid-weights
➡ Brief / RFP interpretation
➡ IA concerns structure
➡ Emphasis on deliverables
➡ Very hands on
➡ BAU: Business as usual work
➡ Aspire to grow in to UX role
title
Competency
emphasis
Junior Mid-Weight Senior
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ISSUES IDENTIFIED
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what we’ve heard you say (account managers)
The poor mans designer"Let's just do some wireframes"
= We know UX needs to be applied, but we don't quite get the where, when and how...
The afterthought (usability audit)"We've done this design, it's not quite
working, can you look at it?"[on a new project]
The buzz word"This needs to be UX'd"
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Why? Because UX is not UI - It's much more...
SurfaceVisual design
SkeletonInterface designNavigation designInformation design
StructureInteraction designInformation architecture
ScopeFunctional specsContent requirements
StrategyUser needsClient / product objectives
Iceberg of IA, Peter Morville 2000
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Why? Because UX is not UI - It's much more...
www.uxisnotui.com
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HOW WE CAN MAKE THIS EVEN BETTER
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We must continue to avoid the user experience from becoming the final part of the equation
UX is not (only) about design or wireframes, nor is it solely about creating and handing off design deliverables.
Design
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UX touches pretty much all stages of the project lifecycle
D e p l oy m e n t
B u s i n e s s a s u s u a l ( B A U )
S t r at e gy a n d p l a n n i n g
D e v e l o p m e n t D e s i g n
R e q u i r e m e n t s a n a lys i s a n d
u s e r r e s e a r c h
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..It's more like thisD e p l o y m e n t
B u s i n e s s a s u s u a l ( B A U )
S t r at e g y a n d p l a n n i n g
D e v e l o p m e n t D e s i g n a n du s e r t e s t i n g
R e q u i r e m e n t s a n a lys i s a n d
u s e r r e s e a r c h
C l i m a t e / h o l i s t i c / b e s t o f b r e e d r e s e a r c h
C o l l e c t a n d i n t e r p r e t s o c i a l d a t a , a n a l y t i c s a n d s e a r c h d a t a
I n t e r p r e t i n g c l i e n t / s t a k e h o l d e r b r i e f
D e t e r m i n e u s e r s t o r i e s ,
W o r k s h o p s , s u r v e y s a n d i n t e r v i e w s
W i r e f r a m i n g a n d s t o r y b o a r d i n g
P r o t o t y p i n g
C r e a t i n g a n d w o r k i n g o f f p e r s o n a s
P r e s e n t a t i o n s
Q u a l i t y a s s u r a n c e ( Q A )
Q u a l i t y a s s u r a n c e ( Q A )
A / B a n d c l i c k t e s t i n g
Put in to perspective
C o n t e n t a u d i t
P r o c e s s f l o w s / u s e r j o u r n e y s
C a r d s o r t - > S i t e m a p / c o n t e n t m a p
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Engagement model:On what scale should UX resource be used?
With a small team and a large amount of work coming in, how can we ensure only those projects requiring UX, get UX. Rule of thumb: UX to be used when the following criteria
is met (this will differ per GDA):
Websites, intranets, microsites
Any budget, any size
To be reviewed as UX team grows. If in doubtTalk with the Head of UX
infographics and single facebook pages
N/A - unless complex
Channels[E.g. Youtube/other]
Smaller project with lesser budgets
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Engagement model:At what point should UX be kicked off?
Head of UX is to work closely with producers and accounts to assist with:➡ Defining UX scope of work i.e. what UX process to use*➡ Timings➡ UX/IA resource allocation
*The scope of UX required differs project to project.
Some projects may require wireframes only.
Some may require full research, surveys, interviews, stories, site maps, journeys, prototypes, wireframes.
D e p l oy m e n t
B u s i n e s s a s u s u a l ( B A U )
Strategy and planning
D e v e l o p m e n t
R e q u i r e m e n t s a n a lys i s
D e s i g n
S t r at e gy a n d p l a n n i n g
here
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Integrating UX in to a largely tech-focused agile way of working (difficult, but can be done)
Getting UX and dev organised; establishing the relationship betweenProduct Owners and UX; getting UX work into the backlog; etc
Potential inner-departmental fighting for allocation of resourceUX wants MORE, Design wants MORE, Tech wants MORE…
New starter knowledge - particularly on account/producer team:Communicating the fundamentals
UX is a new area and the team is growing and evolving - how do we communicate changes?
More of these presentations every 3 / 6 months
challenges
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UX should be something a GDA sel ls to cl ients - i t 's not 'added' value; i t adds real strategic signif icance. There is actual ROI - something to explore further
UX is not (only) about UI or wireframes. It 's about understanding a users emotional connections at various touch points with the brand or product
The core UX team of a GDA consists of a User Researcher, Information Architect , and a User Tester. Skil ls wil l sometimes overlap. Communication must always overlap.
Collaboration is key.
The role of an Information Architect is about the hands-on organisation of data and content i .e . the creation of s ite maps, wireframes and prototypes
The role of Head of UX is about defining the UX process per-project , working on briefs and RFP's, and bridging UX disciplines with associated disciplines in other areas of the
company > strategy, research, analytics, design
UX is to be kicked off at the strategic/onboarding stage
The UX process differs depending on cl ient, budget, resource, t imescales, scope
takeaways
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thank you
Andrew Shanley@and y s h an
and y@and r ew s h an l e y . c o . u k