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Optimization -continuous ux improvement (1-7-13)
1.
Optimization
Continuous UX Improvement © 2011 Aquilent, Inc. All Rights Reserved. 2013
2.
Topics_ •
What is optimization • Why we (should) love metrics • The optimization lifecycle • Business opportunity • Roles, tools & training • Are you already optimizing? • Questions? © 2011 Aquilent, Inc. All Rights Reserved. 2013 2
3.
Optimization © 2011 Aquilent,
Inc. All Rights Reserved. 2013 3
4.
What is optimization_ Optimization
is not solely associated with search engine success, nor focused uniquely on conversion goals (though these are definitely aspects of success). Optimization, for our discussion, is the measurable and continuous improvement of the digital experience— whether we’re talking about websites, device-based apps, kiosks, software tools or something else. If it’s digital and users need to interact with it, improvement of their experience is not only possible, it’s an important part of our mission. © 2011 Aquilent, Inc. All Rights Reserved. 2013 4
5.
Metrics © 2011 Aquilent,
Inc. All Rights Reserved. 2013 5
6.
Our best friend_ Whether
we focus on interaction design, information architecture, user research, taxonomy studies, visual design, usability testing or any combination of these—or other—UX skills, are we actively embracing the happy benefit of metrics? Think about the following examples… © 2011 Aquilent, Inc. All Rights Reserved. 2013 6
7.
Follow me_ While we’ve
been plying our UX trade, most of us have encountered resistance to necessary investments in solid UX resources, tools and processes. It’s a common dilemma. But, what can we offer as an inducement? © 2011 Aquilent, Inc. All Rights Reserved. 2013 7
8.
Lovin’ it_ Similarly, let’s
say we’ve defined yet another top-notch interface and have followed all best UX practices. Our gem will be launched next week. We love it. Others love it. It’s a work of art. It’ll be an amazing success! Are we sure? © 2011 Aquilent, Inc. All Rights Reserved. 2013 8
9.
It’s a wrap_ Ok.
Here we are at the end. We’ve crossed the finish line. It’s all developed, functionality’s been tested and it’s been released. Time to celebrate and move on to our next UX challenge. Really? © 2011 Aquilent, Inc. All Rights Reserved. 2013 9
10.
Measuring UX_ Whether it’s
before a project starts, right smack dab in the middle of an effort or after release, metrics really can be our best friend. Metrics: • Establish and prove the value of implementing good UX practices by quantifying key success measures. • Help us know we’re going in the right direction during conceptual, design and testing phases. • Provide leverage and guidance, so we can refine and improve our work…after that initial release. © 2011 Aquilent, Inc. All Rights Reserved. 2013 10
11.
How_ Let’s look at
the optimization lifecycle, where metrics play such a critical role, helping us in our quest to measure and continuously improve the user’s experience. © 2011 Aquilent, Inc. All Rights Reserved. 2013 11
12.
Optimization Lifecycle © 2011
Aquilent, Inc. All Rights Reserved. 2013 12
13.
Report
1 10 Confirm success business against goals & user target needs outcomes 9 2 Analyze existing Measure quantitative & adoption qualitative data UX 8 Optimization 3 Implement, Identify & prioritize test, release Lifecycle business requirements Follows Initial Release 7 4 Establish outcome measures & reports Identify & prioritize user tasks Test to measure Design 6 acceptance proposed 5 solution © 2011 Aquilent, Inc. All Rights Reserved. 2013 13
14.
Report
1 10 Confirm success business against goals & user target needs outcomes 9 2 Analyze existing Measure quantitative & adoption qualitative data UX Combines 8 Optimization elements 3 Implement, test, release associated with a Lifecycle Identify & prioritize business requirements Follows Initial UX familiar Release lifecycle 7 4 Establish outcome measures & reports Identify & prioritize user tasks Test to measure Design 6 acceptance proposed 5 solution © 2011 Aquilent, Inc. All Rights Reserved. 2013 14
15.
Report
1 10 Confirm success business against goals & user target needs outcomes 9 2 Analyze existing Measure quantitative & adoption qualitative data UX With elements 8 Optimization common to a 3 Implement, test, release continuous Lifecycle Identify & prioritize business requirements improvement Follows Initial Release lifecycle 7 4 Establish outcome measures & reports Identify & prioritize user tasks Test to measure Design 6 acceptance proposed 5 solution © 2011 Aquilent, Inc. All Rights Reserved. 2013 15
16.
Report
1 10 Confirm success business against goals & user target needs outcomes 9 2 Analyze existing Measure quantitative & adoption qualitative data UX Business objectives can 8 Optimization change in time. Confirm these, 3 Implement, as well as user needs. Identify & prioritize test, release Lifecycle business requirements Follows Initial Release 7 4 Establish outcome measures & reports Identify & prioritize user tasks Test to measure Design 6 acceptance proposed 5 solution © 2011 Aquilent, Inc. All Rights Reserved. 2013 16
17.
Report
1 10 Confirm success business against goals & user target needs outcomes 9 2 Analyze existing Measure adoption Review and assess quantitative & qualitative data metrics, user behavior and feedback to UX understand issues and opportunities. 8 Optimization 3 Implement, Identify & prioritize test, release Lifecycle business requirements Follows Initial Release 7 4 Establish outcome measures & reports Identify & prioritize user tasks Test to measure Design 6 acceptance proposed 5 solution © 2011 Aquilent, Inc. All Rights Reserved. 2013 17
18.
Report
1 10 Confirm success business against goals & user target needs outcomes 9 2 Analyze existing Measure quantitative & adoption qualitative data UX Based on analysis , outline 8 Optimization business requirements & group by these clearly by 3 Implement, Identify & prioritize test, release Lifecycle priorities, creating a roadmap business requirements for what really needs to be Follows Initial Release addressed. 7 4 Establish outcome measures & reports Identify & prioritize user tasks Test to measure Design 6 acceptance proposed 5 solution © 2011 Aquilent, Inc. All Rights Reserved. 2013 18
19.
Report
1 10 Confirm success business against goals & user target needs outcomes 9 2 Analyze existing Measure quantitative & adoption qualitative data UX 8 Optimization 3 Implement, Identify & prioritize test, release Lifecycle Rather than trying to “boil the business requirements ocean,” identify specific user Follows Initial Release tasks (or stories) to be addressed. 7 4 Establish outcome measures & reports Identify & prioritize user tasks Test to measure Design 6 acceptance proposed 5 solution © 2011 Aquilent, Inc. All Rights Reserved. 2013 19
20.
Report
1 10 Confirm success business against goals & user target needs outcomes 9 2 Analyze existing Measure quantitative & adoption qualitative data Address IA, interaction UX 8 design, functional concerns, visual design updates and Optimization 3 Implement, Identify & prioritize technical issues, as needed. test, release Lifecycle business requirements Create mockups or Follows Initial Release wireframes—whatever is needed to communicate the proposed solution. 7 4 Establish outcome measures & reports Identify & prioritize user tasks Test to measure Design 6 acceptance proposed 5 solution © 2011 Aquilent, Inc. All Rights Reserved. 2013 20
21.
Report
1 10 Confirm success business against goals & user target needs outcomes 9 2 Analyze existing Measure quantitative & adoption qualitative data When updates might present UX risks (serious navigation 8 Optimization changes, for example), conduct tests to confirm the proposed 3 Implement, Identify & prioritize test, release Lifecycle direction is on the right course. business requirements Multivariate testing may be very Follows Initial Release helpful at this point. 7 4 Establish outcome measures & reports Identify & prioritize user tasks Test to measure Design 6 acceptance proposed 5 solution © 2011 Aquilent, Inc. All Rights Reserved. 2013 21
22.
Report
1 10 Confirm success business against goals & user target needs outcomes 9 2 Analyze existing Measure quantitative & adoption qualitative data Determine the types of reports that UX will be needed to measure success, so any needed tags or 8 Optimization other technologies can be 3 Implement, accommodated. (For example, Identify & prioritize test, release Lifecycle capturing points of abandonment business requirements may require setting up “funnel” Follows Initial Release metrics.) 7 4 Establish outcome measures & reports Identify & prioritize user tasks Test to measure Design 6 acceptance proposed 5 solution © 2011 Aquilent, Inc. All Rights Reserved. 2013 22
23.
Report
1 10 Confirm success business against goals & user target needs outcomes 9 2 Analyze existing Measure quantitative & adoption qualitative data UX Follow whatever standard 8 Optimization implementation, 3 Implement, testing and release Identify & prioritize test, release Lifecycle steps are needed. business requirements Follows Initial Release 7 4 Establish outcome measures & reports Identify & prioritize user tasks Test to measure Design 6 acceptance proposed 5 solution © 2011 Aquilent, Inc. All Rights Reserved. 2013 23
24.
Report
1 10 Confirm success business against goals & user target needs outcomes 9 Use measurement tools to 2 Measure understand adoption, Analyze existing quantitative & adoption customer satisfaction, qualitative data conversion, or other success measures identified in step UX 7. Include user survey data in analysis. 8 Optimization 3 Implement, Identify & prioritize test, release Lifecycle business requirements Follows Initial Release 7 4 Establish outcome measures & reports Identify & prioritize user tasks Test to measure Design 6 acceptance proposed 5 solution © 2011 Aquilent, Inc. All Rights Reserved. 2013 24
25.
Report
1 10 Confirm success business against goals & user target needs outcomes 9 2 Analyze existing Measure quantitative & adoption qualitative data Develop and discuss reported UX analysis findings. Generally, it will be beneficial to measure against 8 Optimization baselines. Trends may indicate 3 Implement, Identify & prioritize test, release Lifecycle more than a one-time snapshot can. business requirements Follows Initial Release 7 4 Establish outcome measures & reports Identify & prioritize user tasks Test to measure Design 6 acceptance proposed 5 solution © 2011 Aquilent, Inc. All Rights Reserved. 2013 25
26.
Report
1 10 Confirm success business against goals & user target needs outcomes 9 2 Analyze existing Measure quantitative & adoption qualitative data UX Now, keep it going. There is always room for improvement. 8 Optimization And we have the success metrics 3 Implement, to prove value every step of the Identify & prioritize test, release Lifecycle way. business requirements Follows Initial Release 7 4 Establish outcome measures & reports Identify & prioritize user tasks Test to measure Design 6 acceptance proposed 5 solution © 2011 Aquilent, Inc. All Rights Reserved. 2013 26
27.
Roles, Tools &
Training © 2011 Aquilent, Inc. All Rights Reserved. 2013 27
28.
Roles_ While UX practitioners
are at the core of the optimization lifecycle, additional players may support: • Metrics & analytics • Multivariate testing • SEM & SEO • Business analysis • Reporting, dashboards © 2011 Aquilent, Inc. All Rights Reserved. 2013 28
29.
Tools_ All UX tools
support optimization, from design applications to wireframing software, sitemap automation, remote testing methods and presentation templates. Please also consider options for analytics and measurement: • Multivariate testing—Optimizely, Maxymiser • User experience management—Tealeaf • User feedback—OpinionLab, 4Q • Analytics & measurement—IBM CoreMetrics, Google Analytics, Adobe Catalyst, Webtrends • Ranking—Alexa, Google Analytics © 2011 Aquilent, Inc. All Rights Reserved. 2013 29
30.
Training_ Again, all UX
training sources support optimization. A few additional sources of information: • Market Motive—online and live, coached training led by top industry leaders in SEO, PPC, social media, web analytics and conversion optimization. Leads to certification. www.marketmotive.com • Website Optimization—an O’Reilly book focusing on performance and conversion optimization. www.amazon.com/dp/0596515081 • ROI Revolution Blog—focusing on website analytics and online marketing. www.roirevolution.com/blog • UXMatters—great UX site regularly featuring methods of measuring and improving UX. In particular, see the article on “Applying Moore’s Law to User Experience.” http://www.uxmatters.com/mt/archives/2009/12/optimization- applying-moores-law-to-user-experience © 2011 Aquilent, Inc. All Rights Reserved. 2013 30
31.
Opportunity © 2011 Aquilent,
Inc. All Rights Reserved. 2013 31
32.
UX has an
afterlife_ And it never ends_ Rather than simply taking a single pass at creating an effective user experience and hoping for the best as we move on to other work, consider the benefits of—and need for—continuous UX improvement. Users will reap the rewards of an experience that gets better with each iterative set of solutions. Our customers will not only meet well-defined business objectives, but will be able to track their goals clearly against purposeful baselines. And we—in the world of UX—can expect to stay on projects long-term, as proven, value-add partners in a continuous cycle of optimized, measured improvement. © 2011 Aquilent, Inc. All Rights Reserved. 2013 32
33.
How can we
start “doing” optimization? • Are you optimizing now? How? • How would continuous improvement help your own projects? • Is an extended lifecycle something you want to tackle? Why? • How can we integrate continuous improvement in our industry’s UX toolkit? • And equally important, what do we want to call this process (since “optimization” has been taken)? How about “measured improvement”…? © 2011 Aquilent, Inc. All Rights Reserved. 2013 33
34.
Questions? © 2011 Aquilent,
Inc. All Rights Reserved. 2013 34
35.
Thank you Incorporating UX
methodologies, goals and processes into a measured improvement lifecycle— • While something we may have been doing all along, it’s not necessarily familiar territory, is it? • How will we map these desperately necessary business needs into our digital strategy toolkit? • Want to help move this thinking further? Reach out! Debra Martin, PMP debra.martin@aquilent.com www.linkedin.com/in/debralmartin @lavieerrant © 2011 Aquilent, Inc. All Rights Reserved. 2013 35
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