Presentation on User Experience Design for the University of Utah's Integrated Marketing Communication Certificate class on March 1, 2010.

1. User Experience Design
U of U IMC Certificate Class
March 1, 2010

2. Experience Design
“The design of anything
independent of medium or across media
with human experience as an explicit outcome
and human engagement as an explicit goal”
- Jessie James Garrett, Adaptive Path

3. Digital Engagement Continuum

4. User Experience & IMC
The digital actualization of IMC
is
User Experience Design (UX)

5. User Experience Happens...
UX happens
with or without
design consideration!

6. There is no “I” in Integrated

7. Uncoordinated elements of a web
experience
creative visual design
copy/text marketing
business
information/content
navigation
information
layout/content presentation architecture/
interaction
interactions/system response design
processes
outside
animations
resource
music/sound
engineering
error messages
product VP’s
assistant help
via Cindy Chastain

8. UX Challenges
• Isolated corporate silos
• Old school approaches
• web as print
• interruptive advertising
• “mediumism” = academic approach
• Powerless middle management
• Prohibitive culture
• Truly a multidisciplinary skill

9. Achieving Great UX
• Willing Management (Leadership vision)
• Open Culture (Fail Fast, Fail Often)
• Agile Business Model (Adaptability)

10. UX for Business
“Good design is good business”
- TJ Watson, founder of IBM

11. UX is Good Business
Apple
Electronic Arts
Google
Jet Blue
Netflix
Nike
Progressive
RIM
Target
Yahoo

12. UX: From 50,000 Feet

13. Service Continuum

14. The Process
Basic business we’re skimming:
• Research
• Analysis
• Strategy
• Branding

15. Elements of UX
Values Deliverables
via Vinay Mohanty via Peter Morville

16. UX Values
Useful If it's not useful, who cares if it's usable?
Usable Don't make me think!
! ! (Steve Krug, who wrote the book)
Desirable Positive experiences build brand loyalty.
Accessible Available to all, regardless of disability.
Findable You can't use what you can't find.
! ! (Peter Morville: The Age of Findability)
Credible Quality design builds trust.
via Morville & Mohanty

17. UX Equation
Tangible Intangible
function beauty
Optimal
performance emotion User
ease of use meaning Experience
via Cindy Chastain

18. UX: A Process

19. The User Focus
• Internal perception of your customer is usually
not as close to reality as your company thinks;
likely shaped by internal factors like formal
accounting divisions
• Be a pusher: the term “User” is also associated
with drug dealers! Internet behavior is
addictive, so be on the supply side

20. Brand Messaging
Value Proposition
Stakeholders Strategic Message
Internal: Board, Exec, Sales, etc. “Individual Message”
External: Vendors, Competition, Members “Individual Message”
Context

21. Context: Personas
!"#$"
User Stories
(Use Cases)

22. Context: Matching User Behavior
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23. Context: Matching User Behavior
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25. Content Flow
Utilizing the
Internet as a
publishing
platform, brands
must realize that
it is a fast moving
STREAM and
publish
accordingly
photo via Flickr user alexwilkes

26. Digital Design Deliverables
Information
Utility = Architecture
Interaction
Usability = Design
+ Design = Graphic Design
User Experience

27. Digital Design Deliverables
Utility = IA Outline
Usability = IxD Wireframes
+ Design = Art Flats
UX

28. Website UX Design Process
User
Testing/
Branding Research
Messaging Maintenance
Personas Q/A
IxD
Content Technical
Strategy Production
UX
IA Art
*based on work by Challis Hodge

29. Technology

30. Development Approaches
• Open Source vs Commercial
• Waterfall vs Agile
• Custom vs Frameworks vs Platforms
• User-Centered Design vs 37signals

31. Online Marketing
If you build it, they won’t necessarily come...
• SEO: Search Engine Optimization
• Advertising: Key Word, Display
• Analytics & Optimization
• Content Scheduling & Creation
• Promotions
• Email Campaigns
• Social Media: Monitoring & Engagement

32. Oh... about the iPad
• This “magical” device will redefine
UX - Fullscreen Multitouch!
• Success Factors
• Kills the “desktop/windows/folders” GUI
metaphor
• Apps make the device an “appliance”
• Expanded gesture vocabulary feels
natural
• Smart “head” to other devices via docking
• Integrated content delivery

33. Thank You!
Chris Carlston
Solutions Architect
Digital Strategist
chris.carlston@raremethod.com
@chriscarlston