Institutionalizing User Experience

Renee Cheung | Nov. 27, 2014

who me?

Renee Cheung

Solution Lead @ ICBC: Portal, Search and UX

Digital Strategist

Front-end Developer

@wired_crow tweet the talk: #whyux

why ux?

97% websites fail at UX1

Source:

1 Forrester: Lessons Learned From 1,500 Website User Experience Reviews

2 Why You Need to Test With Only 5 Users

68% of customers leave because they believe you don’t care3

85%of problems with a site/app/product/process can be

found by testing with 5 users2

3 Taking A Customer From Like To Love: The UX Of Long-Term Relationships

roi of ux

tonight’s goals

Define UX

Image Credits: User Experience: What Is It and Why Should I Care, Best Practices: Usability, User-Centered Design, UX

analyze

design

implemen

t

validate

Execute on UXInstitutionalize UX

so what is ux?

User Experience encompasses of all aspects of the

end-user's interaction with the company, its services,

and its products

Source: The Definition of User Experience

so what?

Dan Willis: The UX Umbrella on SlideShare

ux in context

for products: for the experience

Source: The Invisible Computer Ch. 10

why institutionalize it?

Institutionalizing user experience makes it a tangible,

measurable, repeatable, consistent practice.

1. identify your support network

some people to consider

Executive

Champion

Change

Champions

UX

Practitioners

common ux roles

“Across a thousand UX professionals we found [...] extreme diversity in

terms of hugely varying educational background, 210 job titles, and wide-

ranging work roles and activities.”

Source: User Experience Career Advice: How to Learn UX and Get a Job

2. sell the value of ux

Align with corporate priorities

Examples:

Cost effectiveness, operational excellence, etc

Excellence in service delivery

Provide a <insert a synonym of “good”> experience

how does it map?

..

.

success metrics

Engagement Conversion

● Attention minutes

● Happiness rating

● Flow state

● Total time reading

● First impression

● Categories explored

● Micro-conversion count

● Brand attribute

● Conversion rate

● Likelihood to recommend or

NPS

● Trust rate

● Likelihood to take action

Corporate measures

Engagement, conversion,

efficiencies

Usability, analytics

1 UX Matters: Choosing the right metrics for user experience

Usability

● Task success

● Perceived success

● Confusion moment

● Cue recognition

● Menu / navigation use

● Search use

● Search success

1

1

what is ux’s box?

UX

Brand Marketing

Process

Improve-

ment

UAT

Graphic

Design

Define UX for your organization: What is its domain?

Creative

3. define the ux model

Image Credit: https://www.flickr.com/photos/syahmir/6011476001/

at a high level

UX Team

Governance

Initiative

engagement

model

integrated

governance

4. incorporate ux into process

Image Credit: https://www.flickr.com/photos/blprnt/7880106416/in/photostream/

ux activities in a nutshell

● Wireframes

● Mockups

● User Flows

● Information Architecture

● Front-end Development

● Style Guides

● Prototype

● Usability Testing

● Analytics, Metrics

● Personas, Storyboards,

User Stories, User Flows

● Primary and Secondary

Research (Heuristics)

● Analytics

● Success Metrics

For Kitherder:

A mentor-mentee-project matchmaking site

bringing clarity to requirements

Simon

student, mentee

● full-time university student,

school work priority!

● looking to get more hands-on

experience to put on resume

● on-the-go from class to class

and from class to home

...

some design techniques

User Flow Wireframes IA

prototyping

Quick and dirty html /

image prototypes help:● solidify design

● provide some idea of

interactions

● help stakeholder and

developers understand

solution early on

usability testing

What to test?● tasks

● navigation

● search

● specific device

● specific capability

● accessibility

Who to test with?● internal / external

● segmentation

● incentive

● virtual / location

How to test?● interview

● observation

● card sort

● survey

mapping to agile

Source: Scrum Reference Card

Personas, Storyboards,

User Stories, User

Flows

Primary and Secondary

Research (Heuristics)

Analytics

Success Metrics

Wireframes

Mockups

User Flows

Information

Architecture

Usability Testing

Analytics, Metrics

Front-end Development

Style Guides

Prototype

5. celebrate your successes

communication is key

Tell the story● Stakeholders

● Other projects

Create case studies

Educate and enable others

in summary

1. Identify support network

2. Sell the value of UX

3. Define your model

4. Incorporate into existing processes

5. Celebrate your success

deets

Renee Cheung

www.wiredcrow.com

@wired_crow ca.linkedin.com/in/reneecheung/