Measuring success and avoiding failure with real-time user experience insights. Using user and customer experience to measure the success of your projects and avoid disaster before it happens.

1. Spotting Icebergs in the Dark Measuring success and avoiding failure with real-time user experience insights Brighton Digital Marketing Festival 08 Sep 2011

2. Using user and customer experience to measure the success of your projects and avoid disaster.

3. Who we are Jason Buck @jasonbuck Simon Nixon @neecouk

4. ‘Satanic Mills’ Many businesses operate a traditional “Board knows best” process when approaching digital projects. Image: http://farm3.static.flickr.com/2182/2160086954_5958c823e9.jpg

5. “What would happen if we designed bridges like we design websites?” DrJakob Nielsen, web usability ‘guru’ Image: http://i1-news.softpedia-static.com/images/news2/Future-Bridges-Will-Rock-With-Earthquakes-Without-Breaking-2.jpg

6. What is UX? (the complicated answer)

7. Wireframe deliverables are just the tip Prototypes save you money. But wireframes aren’t inherently user-centered. Image: http://3.bp.blogspot.com/-icriY5kDwtg/TlRJyEy4YLI/AAAAAAAAKR8/xMEat3BVdWA/s1600/tip_of_the_iceberg.jpg

8. User-Centered Design Don’t work on assumptions: “We don’t like their sound and guitar music is on the way out” Decca records rejecting The Beatles, 1962 Design for your customers, not for internal meetings: “Search all of your parks in all of your cities and you will not find a statue of a committee” David Ogilvy, advertiser Technology is not the answer, only part of thesolution: “… you gotta start with the customer experience a9nd work backwards to the technology” Steve Jobs, 19979

9. ‘Useful, usable and desirable’ is what makes the difference between a product that succeeds and one that is consigned to history.

10. User-Centred Design process and deliverables

11. Speak to your audience and you’ll be amazed what you find out Case study: Toast on the Coast Image: http://www.coldtoast.com/images/toastSliceWhiteBkgd.jpg

12. ‘Toast on the CoastA light-hearted speedy design project, conducted in 1 hour, with conference delegates Number of interviews: 60 (50% audience sample) Total number of people eating breakfast: 53 Favourite toast topping: Marmite Anomalies: Marmite and avocado Unexpected lack of jam

13. Q: What is your favourite toast topping

14. Persona, representing a ‘typical’ customer / user

15. Page mock up, showing prioritised navigation and content types

17. Reduction of reputational risk

18. Lowering design and development costs

19. “Right first time”“For something this complicated, it’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.” Bloomberg Businessweek

22. Without understanding the users’ motivations and goals it’s hard to turn this data into information

24. Create customised rules based on the same tools as ‘Outlook’ rules wizard

25. Create content according to user profiles

26. Understanding user journeys, goals

28. Summary Identify your users (customers) Understand their needs Help your organisation by helping your users Plan, test, measure, improve

29. Contact details: Jason Buck LongDog. @jasonbuck 07804 851925 jason@thelongdog.co.uk www.TheLongDog.co.uk Simon Nixon Aqueduct. @neecouk 07970 798620 simon@aqueduct.co.uk www.Aqueduct.co.uk