Presentation with Christof Zahneissen at the eZ Summit, introducing UX thoughts.

1. User Experience
What is it?

2. User Experience, Uh!?
2
Why shall we talk about this?

3. Breaking the Acronym Myth
3
#UX
#TMTLAS...?
#WEM
#CXM
#WCXM
#UXP
#UXM
Customer
Experience
Management
Employee
Experience
Management
UserExperiencePlatform
... let’s simply speak
User Experience!
#CMS
#wcm
#Death By Tla

4. UX Starts with Users
4
You should know your users

5. An example of a Persona Gallery
5
How accurate is
our gallery?
Partners
Customers
Others
John, IT Architect
Catherine, CMO
Jenny, Account Manager
Greg, DeVeloper
Sophie, Dicital Consultant
Jack, Project Manager
Kathy, Online Marketer
Steve, CIO
Jack, Freelance Editor
Kim, CTO

6. ref: Oyvind Solstad

7. ref: Oyvind Solstad

8. ref: Oyvind Solstad

9. How to get to know your users?
9
The USER is always
RIGHT
Nick Finck & Raina Van Cleave
First Commandment

10. How to get to know your users?
10
The USER is always
RIGHT
Nick Finck & Raina Van Cleave
First Commandment
The USER doesn’t always
know what is RIGHT
Translated from
Steve Jobs

11. Steve says
11
You

12. can't

13. just

14. ask

15. customers

16. what

17. they

18.
want

19. and

20. then

21. try

22. to

23. give

24. that

25. to

26. them.

27.
By

28. the

29. time

30. you

31. get

32. it

33. built,

34. they'll

35. want

36.
something

37. new.
Tell them what they need,
Not what they want!

38. by Nick Finck Raina Van Cleave

39. by Nick Finck Raina Van Cleave

40. by Nick Finck Raina Van Cleave

41. How to get in touch with your users?
15

42. How to get to know your users?
Try to live in their
skin for a while
Or at least show some
empathy...

43. In our eZ world
Research
17
Takeaway:
Understanding
your users
is an Art,
not an exact
science!
Partners
Customers
Others
John, IT Architect
Catherine, CMO
Jenny, Account Manager
Greg, DeVeloper
Sophie, Digital Strategist
Jack, Project Manager
Kathy, Online Marketer
Steve, CIO
Jack, Freelance Editor
Kim, CTO

44. UX Starts with Users ...
18
You should know your users

45. ... ends with Experience
19
What Experience Means in 2010-2020?

46. It’s about multi-channel multi-screen
20

47. 21
It’s about the Customer journey across all channels
Rick Harris - customerfaithful.com

48. 22
It’s about Cutting Edge

49. 23
It’s about the Web 3.0 (Wow), the Semantic one

50. 24
It’s about the Internet of things

51. 25
But remember, when it comes to Experience

52. Less is More!
26

53. Why does it matter?
27
What business are you really in?

54. We try to keep in mind when revisiting the eZ Publish UI
Inspirations
28
•euueueoueo
•ueouoeeuoeuo
Have you heard about
Marketing Myopia?*
*Read the Marketing Myopia - Harvard Business Review

55. Don’t let your product dazzle you
29
Focus on the User
not the Product!
The

56. railroads

57. did

58. not

59. stop

60. growing

61. because

62.
the

63. need

64. for

65. passenger

66. and

67. freight

68.
transportation

69. declined.

70. ...They

71. let

72. others

73.
take

74. customers

75. away

76. from

77. them

78. because

79.
they

80. assumed

81. themselves

82. to

83. be

84. in

85. the

86.
railroad

87. business

88. rather

89. than

90. in

91. the

92.
transportation

93. business.

94. Klikk for å redigere tekststiler i malen
30
A Positive
Experience brings
Loyalty
Trust
Credibility
Profitability
Intention of Purchase
Intention to Return
User Satisfaction
Word of Mouth
hp://www.experiencedynamics.com/
store/posters/importance-­‐user-­‐
experience-­‐poster

95. How to Get There
31
Hints to create the best User Experience

96. How could we know for sure?
32
It’s a moving Target,
Don’t think you’ll get
there immediately!
Rule 1:
• You’ll need to iterate
to get Closer!

97. That is exactly what you might think
Would you bet on the hole-in-one?
33

98. Reminds us of something?
34

99. And now? Rings a bell?
35

100. What about eZ UX?
36
The process of revisiting the eZ Publish UX

101. The shoemakers’ children should not walk barefoot
eZ Publish 5 deserves a Great Experience for All
37
Customers
Experience
Developers
experience
Editors
experience

102. What about the Customer’s Experience?
38
Well, they have different tastes!

103. What about the Editor’s Experience?
39
Take away... easy and fast!

104. What about the Developer’s Experience?
40
Well, they ARE different!

105. Our magic formula
Key Drivers for eZ Publish UX
41
Cross Device
Multi Screen
User Centric Build Applications
as much as
Websites
Best-In-
Class Extensibility
Flexible for
end-users
Wysiwyg

106. is

107. now

108. WysiwygS
There

109. is

110. not

111. anymore

112. one

113. single

114.
GET

115. but

116. many
Just

117. because!
Good

118. User

119. eXperience
place

120. users

121. first!
Because

122. you

123. can

124. solve

125. any

126. unplanned

127.
requirements

128. with

129. eZ

130. and

131. this

132. must

133.
remain

134. what

135. makes

136. us

137. different...
One

138. size

139. doesn’t

140. fit

141. all,
look

142. at

143. workflows

144. for

145. instance.

146. A Platform for User Experience
42
What should we expect?

147. You have to learn about your Target Group
43
• ,,,
The platform should help you!

148. No Boundaries for your(!) Business Model
44
technology should never constraint you business

149. Multi-channel by Design
45
Any content on any device

150. Support Mega-Trends
46
mobile first, touch first, responsive design...
the iA Web trend map

151. With all the Freedom to Create Your Own!
47
Thanks to commercial open source
Source - SourceNinja

152. Key Takeaway
48
Technology will
take you there,
but it won’t
without
methodology
and processes
and strategy.

153. So...
49
What is User
Experience?
Tweet the answer
#ezpublish #ezsummit