UX Kick Start Start your UX project off on the right foot. Presented For DalMob Conclave – January 2012 By Mark Kraemer, Credera.com On January 10, 2012

mobile

HELLO M Y N A M E I S

Mark Kraemer @kraemer

OUR CLIENTS HIRE US TO OWN THEIR TOUGHEST PROBLEMS

THEY RETAIN US BECAUSE WE KEEP OUR PROMISES

Agenda: •  What is UX? •  The UX Brief •  UX & Mobile •  Kick Start

500,000 ���Apps in Apple’s App Store

500,000 ���Android Applications

50,000 ���Windows Mobile Apps���(doubled between July 2011 and Dec 2012)

Is your niche already filled? That’s OK. You can always do it better.

User experience is a term used to describe the overall experience and satisfaction a user has when using a product or system. From Wikipedia

User experience is a term used to describe the overall experience and satisfaction a user has when using a product or system. From Wikipedia

Our Goal is to create sites and applications that people like to use.

Great. That’s a lot to cover.

Where do I start?

The UX Stack is a useful framework to organize the success criteria for your next project.

Technology  

Form  

Content  

Audience  

Purpose  Who  do  we  need  to  achieve  the  goal?    

What  content  and  features  are  the  audience  expec7ng?  

What  logical  and  emo7onal  design  influence  the  experience?  

How  is  the  message  physically  presented?      

What  are  we  trying  to  achieve?  

Purpose: Why are stakeholders investing in this project?

The  more  you  understand  about  the  nature  of  your  users,  the  be;er  suited  you’ll  be  for  success.  Keeping  the  client  purpose  in  mind  will  help  avoid  resembling  the  quote  we’re  all  warned  by  in  Jurassic  Park:  “Yeah,  but  your  scienGsts  were  so  preoccupied  with  whether  or  not  they  could,  they  didn’t  stop  to  think  if  they  should.”  

Audience: Who are your primary (and other) users?

photo  by  7-­‐how

-­‐7  /  steve  on

 flicrkr.c

om  

YOU <> YOUR USER

What are your users really doing? Ask them! Watch them? They’ll love you for it.

Content: What do people want to know and do while using the site or application?

Script : Motion Picture :: Product Backlog : Your App

Form

Tone

Globally Relevant Content

Locally Relevant Content

EnterpriseGateway

Most localization and translation occurs

here on a local basis.

Some localization and translation occurs

here as appropriate.

Knowledge Center

Creation & Innovation

Center

Portal Standards

& Guidelines

Business Intelligence

Globally Relevant Lines of Business

Cash in TransitBrinks Global ServicesATM/ABM ServicesCoin ServicesCash LogisticsVirtual Vault ServicesBrinks CompuSafe ServiceIntelligent SafesWeb-based Information ToolsGuarding ServicesSecurity ServicesDocument DestructionSecure Data SolutionsKey HoldingWarehousingCROSSAviation SecurityInternet Coin ServiceCCTV Surveillance CentersSecurity ConditioningFlipper

Individual Line of

Business

Training

Document Templates

Best Practices

Contacts

Globally Relevant

Operations

AdministrationBusiness DevelopmentBusiness SolutionsClient ServicesCommercial SalesCommoditiesCustomer SupportEmployee RelationsEngineeringFinanceFirearms & TrainingFleet & ProcurementHuman ResourcesInformation TechnologyLegalMarketing & CommunicationOperationsPerformance Improvement

Individual Department

Training

Document Templates

Best Practices

Contacts

Corporate Content

WhitepapersAnnual ReportsPrinciples & EthicsBranding GuidelinesCorporate NewsOrg Charts

GlobalEmployee Directory

Client & Customer

Information

Listing by Geography

In the News

Listing

Countries

ArgentinaBoliviaColumbiaPuerto RicoBrazilVenezuelaChileMexicoPeruPanamaCanadaUnited StatesHollandFranceHungaryGreeceIsraelGermanyBelgiumSwitzerlandIrelandNetherlandsUnited KingdomJordanLuxembourgRussiaPolandItalyDubaiCzech RepublicMoroccoBahrainEl SalvadorSouth AfricaTurkeyMalaysiaSouth KoreaPhilippinesVietnamChinaJapanIndiaTaiwan!ailandAustraliaSingaporeHong Kong

Individual Country

Branches

Country Operations

CountryLines of Business

Country-Relevant News & Events

Country Tasks & Activities

Custom Business

Applications

Document Repository &

Fileshare

APACEMEAUSBGSLA

Regions

Individual Region

Country Listing

Regional Operations

Regional-Relevant News & Events

Regional Lines of Business

Individual Branch

Branch-Relevant News & Events

BranchLines of Business

Branch Operations

Document Repository &

FIleshare

Maps & Directions

Form is both the logical and the emotional.

1.  The  Upper  Right-­‐Hand  Corner  That’s  the  prime  spot  where  diners’  eyes  automaGcally  go  first.  Balthazar  uses  it  to  highlight  a  tasteful,  expensive  pile  of  seafood.  Generally,  pictures  of  food  are  powerful  mo<vators  but  also  menu  taboos—mostly  because  they’re  used  extensively  in  lowbrow  chains  like  Chili’s  and  Applebee’s.  This  illustraGon  “is  as  far  as  a  restaurant  of  this  caliber  can  go,  and  it’s  used  to  draw  a?en<on  to  two  of  the  most  expensive  orders,”  Poundstone  says.    2.  The  Anchor  The  main  role  of  that  $115  pla;er—the  only  three-­‐digit  thing  on  the  menu—is  to  make  everything  else  near  it  look  like  a  rela<ve  bargain,  Poundstone  says.    3.  Right  Next  Door  At  a  mere  $70,  the  smaller  seafood  pla;er  next  to  Le  Balthazar  seems  like  a  deal,  though  there’s  no  sense  of  how  much  food  you’re  geXng.  It’s  an  indefinite  comparison  that  also  feels  like  an  indulgence—a  win-­‐win  for  the  restaurant.    4.  In  The  Vicinity  The  restaurant’s  high-­‐profit  dishes  tend  to  cluster  near  the  anchor.  Here,  it’s  more  seafood  at  prices  that  seem  comparaGvely  modest.    5.  Columns  Are  Killers  According  to  Brandon  O’Dell,  one  of  the  consultants  Poundstone  quotes  in  Priceless,  it’s  a  big  mistake  to  list  prices  in  a  straight  column.  “Customers  will  go  down  and  choose  from  the  cheapest  items,”  he  says.  At  least  the  Balthazar  menu  doesn’t  use  leader  dots  to  connect  the  dish  to  the  price;  that  draws  the  diner’s  gaze  right  to  the  numbers.  Consultant  Gregg  Rapp  tells  clients  to  “omit  dollar  signs,  decimal  points,  and  cents … It’s  not  that  customers  can’t  check  prices,  but  most  will  follow  whatever  subtle  cues  are  provided.”    6.  The  Benefit  Of  Boxes  “A  box  draws  a?en<on  and,  usually,  orders,”  Poundstone  says.  “A  really  fancy  box  is  be;er  yet.  The  fromages  at  the  bo;om  of  the  menu  are  probably  high-­‐profit  puzzles.”    7.  Menu  Siberia  That’s  where  low-­‐margin  dishes  that  the  regulars  like  end  up.  The  examples  here  are  the  easy-­‐to-­‐miss  (and  rela<vely  inexpensive)  burgers.    8.  Bracke<ng  A  regular  trick,  it’s  when  the  same  dish  comes  in  different  sizes.  Here,  that’s  done  with  steak  tartare  and  ravioli—but  because  “you  never  know  the  por<on  size,  you’re  encouraged  to  trade  up,”  Poundstone  says.  “Usually  the  smaller  size  is  perfectly  adequate.”  

h;p://nymag.com/restaurants/features/62498/  

Technology

Technology is not just back end. What will your audience use?

What  device?  • Smart  phone  /  small  handheld  • Tablet  (what  resoluGon)  

What  delivery  mechanism?  • NaGve  app  • Web  app  /  site  

What  opera<ng  system?  • iOS  • Android  • Windows  Mobile  

The framework is universal across all communication. Think of it in terms of today’s event.

Technology  

Form  

Content  

Audience  

Purpose  <  who  was  the  audience?  >  

<  what  were  the  primary  and  secondary  messages?  >  

<  what  kind  of  tone  did  we  use?  >  

<  what  kind  of  media  /  technology  did  we  use?  >  

<  what  was  the  goal  today?  >  

The brief is great.

But how does this apply to my app?

How is your current application / site?

Applying  the  communicaGon  framework  to  your  own  applicaGon  or  website  is  a  good  way  to  consider  how  it  can  be  improved  to  be;er  

serve  your  business  

Self-Assessment Sample Questions

•  How  does  the  current  applicaGon  helping  users  achieve  their  goals?  

•  Does  it  reach  out  /  accommodate  each  specific  audience?  

•  Does  it  provide  all  the  content  /  funcGonality  they  need?  

•  Is  your  brand  represented  with  the  quality  and  value  you’re  seeking?  Is  the  site  a  pleasure  for  its  visitors?  

•  How  does  the  site  render  on  a  variety  of  devices?  Landscape?  Portrait?  

Time for group exercise!

Time for group exercise!

Who is the target customer?

What is the customer need?

What is the product name?

What is its market category?

What is its key benefit?

Who or what is the competition?

What is the product’s unique differentiator?

Shamelessly stolen from Gamestorming - http://www.gogamestorm.com/?p=125

Successful elevator pitches often start with a mad-lib-like template:

For (customer) who has

(customer need),

(product name) is a (market

category) that (one key

benefit).

Unlike (competition), the

product (unique

differentiator).

Our brand statement:

Credera is a management and technology consulting firm committed to your success.

Our clients hire us to own their toughest problems and retain us because we fulfill our promises.

Purpose:Increase the efficiency of managing assets for our remarkablein-store experience"

Audience: Personas

Audience: Field Study

Mobile Usability Testing & Observation is tough, but it can be done.

Do it yourself mobile usability testing at IA Summit 2011 By Belen Barros Pena http://www.slideshare.net/beleniq/diy-mobile-usability-testing-ia-summit-2011

How specialized are your audiences? What are you doing to research their needs?

Content: Specialization is Good

Daily Tracker vs. Weightbot

Design: Mood Board for Existing Brands

Current  Site  

Pull  the  logos  and  major  colors  

Pull  other  common  elements  like  fonts,  bu;ons,  etc.  

Read 5 Reviews | Write a Review

Complete National Geographic on 6 DVD-ROMs - Updated Edition

Design: Comps

Designing a new app? Branding Workshop

Get Matt’s materials at http://bit.ly/bigdefend

Time for group exercise!

Every journey starts with a single step.

What single, simple action will start your project moving up the usability hierarchy?

Time for group exercise!

The UX Stack is a useful framework to organize the success criteria for your next project.

Technology  

Form  

Content  

Audience  

Purpose  Who  do  we  need  to  achieve  the  goal?    

What  content  and  features  are  the  audience  expec7ng?  

What  logical  and  emo7onal  design  influence  the  experience?  

How  is  the  message  physically  presented?      

What  are  we  trying  to  achieve?  

Questions?

Thanks! Think of more questions later?

Call +1 (214) 232-3890, or write mkraemer@credera.com

http://blog.credera.com/topic/management-consulting/the-uxd-stack/

There’s more on the Twitter » @kraemer