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The UX Stack is a useful framework to organizethe success criteria for your next project. What are we trying to achieve? Purpose Who do we need to achieve the goal? Audience What message conveys the reason for the audience to Content respond? What non-‐verbal cues will make the message more credible? Form How is the message physically presented? Technology
Purpose:Why are stakeholders investing in this project?
The more you understand about the nature of your client’s business, 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.”
photo by 7-‐how-‐7 / steve on ﬂicrkr.com Audience: Who are the primary (and other) users?
Argentina Form is both the logical and the emotional. Bolivia Columbia Puerto Rico Brazil Venezuela Chile Country Mexico Countries Peru Individual Lines of Panama Country Country Business Canada United States Operations Holland France Country Hungary Tasks & Greece Israel Activities Germany Country- Belgium Relevant Switzerland News & Ireland Events Netherlands Branches United Kingdom Jordan Document Luxembourg Repository & Russia Fileshare Poland Regions Individual Italy Branch Dubai APAC Custom Czech Republic EMEA Business Morocco US Applications Bahrain BGS El Salvador LA South Africa Turkey Individual Malaysia Region South Korea Philippines Vietnam China Japan India Maps & Taiwan Directions ailand Australia Regional Singapore Operations Branch- Branch Hong Kong Relevant Operations News & Events Most localization and Regional translation occurs Lines of Document Branch here on a local basis. y Repository & Business FIleshare Lines ofg Business Locally Relevant Content
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 is not just back end.What will your audience use? What screen are they using? • ResoluGon? Colors? • ConnecGon speed? • Browser, or naGve client? Browser • Internet Explorer 6? 7? 8? • Firefox? Safari? Opera? • Windows? Mac? Other? Device? • Desktop? Laptop? • Mobile? Tablet? • Kiosk? Touchscreen?
The framework is universal across all communication.Think of it in terms of today’s event. < what was the goal today? > Purpose < who was the audience? > Audience < what were the primary and secondary messages? > Content < what kind of tone did we use? > Form < what kind of media / technology did we use? > Technology
How is your current site? Applying the communicaGon framework to your own site is a good way to consider how it can be improved to be<er serve your business
Self-Assessment Sample Questions • Is your current site helping you achieve your business’s goals? • Does it reach out to each speciﬁc audience you need to address? • 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? • Does your site work well on portable devices?
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? ?p=125 rm.com/ ww.gogamesto ming - http://w G amestor ssly stolen fromShamele
Successful elevator pitches often start with amad-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 technologyconsulting firm committed to your success.Our clients hire us to own their toughest problemsand retain us because we fulfill our promises.
Technology: Click-Through Prototype “Movie-‐set” Func<onality • Provide breadth and/or depth of funcGonality • Use actual browser code (XHTML, CSS, JS, images) to render screens • No back-‐end connecGvity • Gives stakeholders conﬁdence and clarity of expectaGons • IKIWIUI = “I know it when I use it”