Ux for nonprofits_5-19-11

© 2011 IBM Corporation1

What is User Experience?A Presentation by Richard Smallbone and Karen MaxwellMay 19, 2011


Who we are

Richard Smallbone Karen Maxwell


Objectives

A good understanding of a successful User Experience

How to develop a persona

Examples

How this applies to you

Tools to help you


What is User Experience?

UX Design is how it works



Good UX design is problem solving



Great design is where beauty, functionality, and ease-of-use all come together.



Who are your users, and how do you ensure you're reaching them with content that's relevant to their needs and interests?

technology

business objectives

users


What we do


User Experience Specialists design across multiple channels

Skillset includes: Digital Strategy Visioning Consultation & Workshops Persona Development Social Media Consultation & Workshops

Web Kiosk Mobile

Requirements Gathering Information Architecture Visual/Interactive Design Development Accessibility Testing Maintenance

Usability and Accessibility Testing Information Architecture Visual and Interaction Design Front-end Development


How we do it


IBMi’s five-stage process builds comprehensive user knowledge and uses the results to build solutions that deliver on user needs and business objectives.

Visual Design

Interaction DesignUsability Accessibility

Information Architecture

Functional Specs &Content Requirements

User Needs & Site Objectives

IBM’s five-stage process

user research, stakeholder interviews, persona development, ethno/techno/psychographics

detailed description of required site functionality to meet user needs

develops the application flows to facilitate user tasks

establishes a mental model for the user to interact with a system or application

Brand alignment, page layout, page elements, text, imagery and navigational components


Why good User Experience is important

1. Good design and usability is good for business

2. Addressing the user’s real goals mean lower percentage of site abandonment

3. Better UX means fewer customers move to the competition

4. The better the experience translates to more sales

5. A useable design is a key to building on-line trust with your audience

6. A good (user) experience correlates with a willingness to repurchase a product or service, a reluctance to switch and a likelihood to spread a positive word-of-mouth endorsement


Persona development


What is a Persona?

A composite description of a real person who represents a primary customer segment. These descriptions contain detailed information on the motivations, goals, and preferences of a representative customer.

Why are personas valuable?They help to make informed, fast decisions. By creating a shared, vivid picture of target customers’ behaviors, project teams can better evaluate how to satisfy customer needs resulting in less scope creep from unwanted and unnecessary features, faster consensus across the team, and none of the pitfalls from self-referential design.


Understanding Your Audiences

To successfully create engagement and cut through the noise, you have to have a deep understanding of your target audience

who they are

what they want/need/expect

unique characteristics about them

needs and scenarios about how they will interact with the site or application

features on the site that address this


Organization’s Key goals Characteristics Wants/needs

Name: Name: John AdamsJohn Adams What is your

admin fee: How much of

my $$ go to charity

Role: Traditional DonorRole: Traditional Donor

• Wary of sharing personal matters oversocial sites

• Blackberry for work and computer at work/home. Follows industry websites through Google Reader

• Values his reputation at work and perceptionof his community involvement

• Gives to other causes outside of work

• Quick info

• Recognition

• Location: Toronto, Ontario Location: Toronto, Ontario

• AgeAge: 52

• VP, Corporate Finance

• Create interest for John to join Non-profit Xs Facebook page

• Communicate the value of becoming involvedwith “Non-profit X”

what would their message to us be?


Persona development - exercise


Examples


Very clear communications for specific target audiences

News and blog updated with timely, relevant information

Easy-to-find donation link


Easy-to-find donation link(could be higher in the page)

Very clear communications for specific target audiences

Regional information


Animated slideshow with messages directed at specific audiences

Navigation organized by audience type

Quicklinks to sub-sites


How this applies to you

1. Make the focus of your organization clear to your audience

2. Make it easy to donate/volunteer

3. Provide targeted information for different audiences (based on role/region etc.)

4. Make it easy for the to get information from you

5. If you have the resources to keep it up-to-date (VERY IMPORTANT) maintain a news section/blog


Tools


Wordpress

Plugins for:

Surveys

Polls

Slideshows

Galleries

Social Networking (add to Facebook, Twitter etc.)

Traffic Stats

Contact Forms

Calendars

Initially started as a blogging platform, Wordpress is now a capable tool for building fully-featured websites

Wordpress.org will host your website for free, or you can install the Wordpress on your own server.


Design based on an existing template with minor modifications:

•Custom header graphic

•Minor CSS changes

•Widgets

An RSS feed allows students, teachers and parents to receive updates in their RSS readers

The calendar is updated by office staff through an easy-to-use interface


Flickr/Creative Commons

Flickr is a photo-sharing website with millions of users worldwide.

Creative Commons licensing allows Flickr users to make their photographs available, without cost, usually with the requirement that they are credited for the photograph.

Be aware that model releases may be required in cases where a person’s face is clear and identifiable.

© 2011 IBM Corporation28Photo by ageing accozzaglia Photo by Ronald Wong

Photo by Allan Chow

© 2011 IBM Corporation29 Photo by Rosie O'Beirne


Photo by John Gevers Photo by Charles Pieters


iStockphoto.com

Low-cost stock photography. Usually $5-$10/image for web use, $20+ for print use.

Also includes Video, Audio, Illustration, and Flash Animation.

All iStockphoto photographs with clear and identifiable faces are model-released, meaning that you are free to use them without concern.



Keep it simple.Make it easy.Focus on user needs.Use available tools.


Questions?

Thank you


Helpful Links

A List ApartSmashing Magazine

Ideas on IdeasMashable

FlickriStockphoto

Persona creation

http://www.alistapart.com/http://www.smashingmagazine.comhttp://www.ideasonideas.com/http://mashable.comhttp://www.flickr.com/creativecommons/http://www.istockphoto.com/

http://www.deyalexander.com.au/resources/uxd/personas.html

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