300 UX professionals Bloomberg, AppNexus, the NYC UXPA and the IxDA of New York City for World Usability Day 2014 on Thursday, November 13th. Our all-star team of UX rock stars shared their perspectives on engagement models in user experience.

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2. #wud2014
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@AppNexusOUR SPEAKERS
David Whittle –DifferentTypes of Engagement
Lis Hubert –Engagement Through Content Strategy: A Story
Chelsey Delaney –Engaging Users With Humor Design
Karen Pascoe –Design of the B2B2C Experience
Fahd Arshad –Success Stories in Engaging Stakeholders & SME’s

8. David Whittle,
Director of User Research
Engagement

9. What do we mean by
engagement?

11. Why does it matter?

12. What are people engaged with?

13. Measure the right things.

14. Thank you!
@mokus_ux

15. ENGAGEMENT THROUGH CONTENT STRATEGY
A STORY
LIS HUBERT
@LISHUBERT
ELISABETHHUBERT.COM

16. ENGAGEMENT THROUGH CONTENT STRATEGY
A STORY
LIS HUBERT
@LISHUBERT
ELISABETHHUBERT.COM

17. HELLO.

19. CONTENT STRATEGY
ONE WAY TO ENGAGE PEOPLE

20. WHAT IF?

21. ONCE UPON A TIME…

22. “NO STORY LIVES UNLESS SOMEONE WANTS TO LISTEN.”
~ J.K. ROWLING

26. Give Thy Thoughts No Tongueby Josh McGinnon Flickr
ENGAGEMENT

27. THANK YOU.
LIS HUBERT
@LISHUBERT
ELISABETHHUBERT.COM

28. Chelsey Delaney
Senior User Experience Consultant, Catalyst Group
www.catalystnyc.com
@chelsed
Engaging Users With
Humor Design

29. In this talk…
World Usability Day, New York | Thurs., Nov. 13, 2014
I. What is it?
II. Why use it?
III. How does it work?
IV. Three guidelines
V. Success

30. What is it?

31. Humor
World Usability Day, New York | Thurs., Nov. 13, 2014
“ … something unexpected, the truth of which is recognized.”
-Aristotle

32. UX Design
World Usability Day, New York | Thurs., Nov. 13, 2014
“ ‘User experience’ encompasses all aspects of the end-user’s interaction with the company, its services, and its products.”
-Don Norman

33. Humor + UX Design
World Usability Day, New York | Thurs., Nov. 13, 2014
“Designing something unexpected, the truth of which is recognized, within aspects of an end-user's interaction with a company, its services, and its products.”

34. Why use it?

35. Benefits of Humor Design
World Usability Day, New York | Thurs., Nov. 13, 2014
1.A collaborative, productive process
2.An engaging, meaningful product
3.A digital experience that engages by way of the human experience

36. How does it work?

37. Well…
World Usability Day, New York | Thurs., Nov. 13, 2014
You can incorporate humor design into your process AND your product.

38. First, the process
A typical UX process
World Usability Day, New York | Thurs., Nov. 13, 2014

39. First, the process
A UX process with humor
World Usability Day, New York | Thurs., Nov. 13, 2014

40. Then, the product
World Usability Day, New York | Thurs., Nov. 13, 2014
-Use a combination of design principles and humor principles
-Say what?

41. Three guidelines
(for humorous, engaging products)

42. 1. Know your desired outcome.
World Usability Day, New York | Thurs., Nov. 13, 2014
-It’s not about you (being funny).
-Use humor only when it’s appropriate.

43. 2. Create a “comic frame”.
World Usability Day, New York | Thurs., Nov. 13, 2014
-Humorous content needs humorous context.
-Plan for sustainable humor, which yields higher engagement.

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45. World Usability Day, New York | Thurs., Nov. 13, 2014

46. World Usability Day, New York | Thurs., Nov. 13, 2014

47. 3. Contrast audience expectations.
World Usability Day, New York | Thurs., Nov. 13, 2014
-Contrast is the key to design humor.

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49. World Usability Day, New York | Thurs., Nov. 13, 2014

50. World Usability Day, New York | Thurs., Nov. 13, 2014

51. Success

52. Remember
World Usability Day, New York | Thurs., Nov. 13, 2014
Designing for humor and for engagement is most successful when the design is:
1.Useful
2.Natural
3.Memorable

53. World Usability Day, New York | Thurs., Nov. 13, 2014

54. Chelsey Delaney
Senior User Experience Consultant, Catalyst Group
www.catalystnyc.com
@chelsed
Thank you!

55. Design of the B2B2C experienceKaren PascoeSVP User Experience, MasterCard

56. A word about APIs

58. Things you can do as a…
B2C
B2B

59. What is B2B2C?

60. Employees
Customers, Developers, Partners
Consumers

61. B2B2C solutions
Journey(s)mapping
Experience(s)Design
Reference Designs
Patterns & toolkit
Adopt A Customer

62. Here’s some of our stuff…

63. And a few more…

64. Next frontiers
Customer Experience Council
Design Council
Digital Vision
↓
The C-Suite conversation

65. Next frontiers
Customer Experience Council
Design Council
Digital Vision
↓
The C-Suite conversationThank You :) (and yes, we’re hiring, but only if you like Legos)

66. Highly Confidential
SUCCESS STORIES IN ENGAGING STAKEHOLDERS & SME’S
Fahd Arshad
World Usability Day 2014
Head of UX Design for Financial ProductsBloomberg LP

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IMPACT
QUALITY
Why is Engagement Important?

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Design Environment
Product managers are Subject-Matter Experts (SMEs); Designers & Researchers are not.
Stakeholder believesthey know the user.
Stakeholders are not UX-aware.

69. Highly Confidential
1. Be Holmes, Sherlock Holmes

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Provide Insights to SMEs during Interviews
Elicit a “Morning coffee story”, probing on users’ context, needs, and motivations, not just the tasks.
Record and sketch your interpretation of the narrative.

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Interviews Drive Engagement
Help stakeholders gain insights on what they already know, and recognize what they don’t know.
Move them from “fix this” and “build that” to deeper analysis. This leads to innovative thinking.

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2. Play Design “Moneyball”!

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Go for the base hits, not the home run
Get micro-ideas in front of stakeholders early
Shows that you understand the problem
You get early validation
Keeps momentum

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77. Sketch Examples

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3. Redirect Criticism, Aikido-Style!

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Leverage criticism into a conversation
Treat stakeholders and SMEs like users –each criticism is an opportunity to learn.
Repeat the cycle: on-the-fly interviews, synthesis, and micro- ideation. Engagement will continue to go up.
Stakeholders and SME’s are not good at design critique. But design is infectious!

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Thank you
Organizers, Attendees, and Sponsors of World Usability Day 2014
Mark Safire, for the Moneyballmetaphor and being an invaluable sounding board
Damian Haase, Nina Shih, and PardhaPylafor work samples
Jeff Kim and Bloomberg Visual Design team for graphical design of slides

83. Highly Confidential
#wud2014
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Submit your questions live by:
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2.Tweet @CoryLebson#wud2014

84. Highly Confidential
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@AppNexusThanksto the Volunteers!
AkikoIkkai
Antoinette Colaizzi
ArunSriramineni
Ashley Delose
Carrie Nelson
Georgia Gallavin
Gloria Petron
GuantingLi
Iva Turgut
KarinSteiner
Laura Wang
LigjaGill
Maor
Peter March
Rachel Amo
Riddhima Shelat
Rodrigo Sanchez
Ruth Neighbors
Sarah Sopab
Sylvia Lee

85. Highly Confidential
#wud2014
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@AppNexusThanks for coming out!