The document discusses user experience (UX) and information architecture (IA) and how they relate to creative, technology, and marketing efforts to build digital products and services. It emphasizes starting with user research like personas to understand user needs and goals, then using tools like wireframes and user flows to design deliverables that meet both business and user goals through an immersive experience.

1. What is User Experience? What is IA?
UX: How it feels, looks, fits, sounds, tastes. How it works. What it is.
IA Creative Technology Marketing
Wireframes Branding/Design Backend Social media
Personas Content strategy Presentation layer Email
Userflows Look and feel Moving parts SEO/PPC
Deep structure
Requirements
Your
Facilitation Site
Analysis
Documentation
UX + IA + Creative + Technology + Marketing = Things.
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2. Businesses and users each have goals.
Business
Goals
Business Goals
and User Goals
Happily
Interacting
User
Goals
Build sites, apps and products so they meet them, together.
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3. Do you know who your users are?
Personas are narratives describing users, needs and goals.
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4. Learn about their needs and goals.
Age Age Age Age
Occupation Occupation Occupation Occupation
Income Income Income Income
Profile Profile Profile Profile
User research + personas and narratives = requirements
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5. How do your users connect?
What do their Who are the
How deep?
social networks influencers?
How broad?
look like? Followers?
Do they use apps? Mobile? Facebook? Twitter? Websites?
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6. What do your users need?
Needs Needs Needs Needs
Repair shop Travel Answers, Lots of black
for flying reservations now clothes
cars
Are your users online for fun? Shopping? Work?
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7. How do you work? Waterfall? Agile?
What do people mean when they discuss these processes?
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8. Processes shape deliverables.
Agile can be chaotic. Waterfall can be rigid. And vice-versa.
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9. And things are not always as they seem
... users don't always know their needs
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10. After you know the rules, break them.
Learn the manual, throw it away -- and build to your needs.
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11. Build the bridges you need ...
... with the right materials for you, your team and your users
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12. And don't build igloos on beaches...
... unless you're doing conceptual art or something
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13. Idioms can be old or new ...
"Close "Stand "Wait
the light" on line" on line"
Grandma? Is that you? New York CIty dialect Will users wait for you?
"People in the New York City area
are apt to say "waiting ON line,"
and there's not much we can do
about that because they are, after
all, from New York."
http://grammar.ccc.commnet.edu/
grammar/grammarlogs4/
grammarlogs583.htm
... and websites have idioms, too
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14. Immersive experiences: How deep?
World English Dictionary
immersive !(ɪˈmɜːsɪv)
Part of Speech: !adj
Definitions: !!
Pertaining to immersing or
plunging into something
providing information or
stimulation for a number of
senses, not only sight and sound
... all the way down the rabbit hole
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15. Internet memes are immersive ...
Wikipedia
An Internet meme may stay the
same or may evolve over time, by
chance or through commentary,
imitations, and parody versions, or
even by collecting news accounts
about itself. Internet memes have
a tendency to evolve and spread
extremely swiftly, sometimes going
in and out of popularity in just
days. They are spread organically,
voluntarily, and peer to peer,
rather than by compulsion,
predetermined path, or completely
automated means.
The term Meme was coined by
Richard Dawkins in his 1976
popular science bestseller, The
Selfish Gene.
"All your base," "I'm in ur _noun_verb," "Rick rolled"
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16. Multi-state idioms are replacing pages...
Pages or
states?
Is your site static or dynamic?
http://www.thenetawards.com/
... partially because they are more immersive
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17. Checking in is totally immersive...
The power of the
geolocation tools
inside iPhones can be
used to make locative
art, and by bad guys --
key plot elements in
near-future fiction
... until it isn't.
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18. What is an immersive user experience?
People know it when
they see it
... people dive in, stay, and come back after they leave
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19. How do you make your things like that?
Persona Requirements
Start by thinking
of the user User path
Wireframe
...putting users first makes your things successful
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20. Deliverables: User flow > processes
Alarm Sleep +5
minutes
clock
Sleep +30
minutes
Get out
of bed
Snooze
Get alarm
dressed
Catch Miss
flight flight
How many paths can users take?
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21. Find a black sweater: where is "start?"
User paths
for e-commerce
How would you do it? How would someone else?
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22. Organizing people across places
Community
Action
Find places, find events, find people
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23. Less is more ... use white space ...
b2b
... make your calls to action impossible to miss
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24. What a long strange trip it's been ...
Yahoo.com,
in the year 2000,
and today
...and change is the only constant
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25. Change x Change = the Future
Arpa Net nodes,
from the
Department of
Defense, in
1971
The ARPANET begins the
year with 14 nodes. BBN
modifies and streamlines
the IMP design so it can be
moved to a less cumbersome
platform than the DDP-516.
BBN also develops a new
platform, called a Terminal
Interface Processor (TIP)
which is capable of supporting
input from multiple hosts or
terminals.
http://www.computerhistory.org/internet_history/internet_history_70s.html
... what's the next new thing?
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26. Online users today: Top 5 sites
Google, Facebook,
YouTube, Yahoo and
Windows Live are the Top
5 sites, worldwide ...
search, news, social
networking and rich
media ... delivered simply According to Internet World Stats which compiles data from the Census
and clearly Bureau and Nielsen Ratings, about 220 million people in the US use the
Internet. The Pew Research Center estimated in 2009 that around 55%
of all Internet users use it daily. So, at any given moment, about 110
million people are online each day in the US.
... what's the next new thing?
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27. UX Deliverables: Rich media storyboard
Scene 1 Scene 2
Wireframe Wireframe
Document rich
interactions by Caption Caption
defining and mapping
one key frame
at a time
Scene 4 Scene 5
Wireframe Wireframe
Caption Caption
... think through complex interactions step by step
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28. UX Deliverables: Rich media wireframe
This is the "home"
frame of a complex
interaction
design
Each sphere has its own interactions. This is the key frame.
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29. UX Deliverables: Website homepage
Login
Logo Top Nav Search
Logout
Call to
Action
< promo area >
Call to
Action
News items Marketing items Personalization
items
Wireframes show the entry points ... and describe the doors
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30. UX & IA Deliverables + Website Teams
Sitewide UX | IA Login
Logo Top Nav Search
Logout
Creative Team Tech Strategy
Call to
Design, images Multimedia tools; CMS Action
tools for authors
< promo area >
Call to
Content Strategy
Action
Marketing Team Tech + Content
Who are the authors,
Who owns the What are the needs?
editors, publishers?
messaging?
News items Marketing items Personalization
items
Who owns the pieces of the project, and the deliverables?
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31. Love:Value
More love = more value
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