User experience workshop
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The document discusses various user experience techniques that designers should know, including research methods like stakeholder interviews, card sorting, and usability testing. It explains techniques like affinity diagramming, brainstorming, and competitive analysis that are used to understand users and identify problems. The goal of user experience design is to focus on the user and provide functionality, reliability, usability, and pleasure. UX design involves identifying problems through research, crafting solutions, and testing designs.
![GYK Antler Privileged and Confidential Page 26
[Product] Claims Testing
Conducted to test “benefit statements” so that marketing teams know
what messaging (or functionality) to lead with, in order to pull the greatest
number of users to convert (or purchase the product). Used to assess the
believability of claim, credibility of company’s messaging/experience, and
the value of the product/service/experience.
• Gauge product/service/experience differentiation
• Define new category or offering
DEFINITION
BENEFITS](https://image.slidesharecdn.com/userexperienceworkshop-150205154552-conversion-gate01/85/User-experience-workshop-26-320.jpg)
User experience workshop
- 1. user experience techniques every designer should know19
- 2. What is your favorite product? Is there a piece of technology you can’t live without? A website you check everyday? An application or program you use all the time? GYK Antler Privileged and Confidential Page 2
- 3. Now, why do you like that product? GYK Antler Privileged and Confidential Page 3
- 4. Surely, none of you thought... I love it, it’s so hard to use! It’s so nice, I can never find anything! There is so much content I never even read! GYK Antler Privileged and Confidential Page 4
- 5. And that’s where User Experience plays a role. GYK Antler Privileged and Confidential Page 5
- 6. So, what is user experience? Let’s break it down. GYK Antler Privileged and Confidential Page 6
- 7. user a person who uses or operates something, especially a computer or other machine GYK Antler Privileged and Confidential Page 7
- 8. experience an event or occurrence that leaves an impression on someone GYK Antler Privileged and Confidential Page 8
- 9. user experience the perceived quality of engagement a person has when interacting with a specific design How do I feel? Do I trust these people? GYK Antler Privileged and Confidential Page 9
- 10. user experience design the multi-disciplinary approach of designing online experiences with a focus on the user Who is using this? What does the user need? How will the user respond? GYK Antler Privileged and Confidential Page 10
- 11. the goal Focused on experiences Requires values Requires strengths Requires skills Focused on tasks Adopted from Stephen Anderson’s product maturity model FUNCTIONALITY works as programmed RELIABLE is available and accurate USABLE can be used without difficulty CONVENIENT super easy-to-use, works like I think PLEASURABLE measurable experience worth sharing MEANINGFUL has personal significance GYK Antler Privileged and Confidential Page 11
- 12. How do we work toward that goal? GYK Antler Privileged and Confidential Page 12
- 13. UX is problem solving Identifying the Problem RESEARCH “Users are confused by our navigation.” STRATEGIC INSIGHTS “It may not be that users are confused, it may just be a difference in how they see the world.” INFORMATION ARCHITECTURE “How can we organize our content so it aligns with what users are expecting to find?” DESIGN “How do we make sure the navigation elements look nested and clickable?” DEVELOPMENT “What is the best way to build this nav bar?” “What happens on a tablet or phone?” Crafting the Solution GYK Antler Privileged and Confidential Page 13
- 14. Let’s look at how that fits into our process. D1 DISCOVER D2 DEFINE D3 DESIGN D4 DEPLOY D5 DIRECT GYK Antler Privileged and Confidential Page 14
- 15. GYK Antler Privileged and Confidential Page 15 D1 - Discover The first step is where we dive deep into the brand, category and consumer base to set the strategy for the engagement. By fully understanding each segment, we can find both the optimal areas of convergence as well as the pain points. Workshops are conducted to benchmark current efforts, identify opportunities and begin to weigh "what is plausible" versus "what is possible". Appraise business needs (key performance indicators, measurable business results and business objectives) with project sponsors (core team, steering committee) Identify business needs Facilitate in-depth interviews, group interviews to capture stakeholder challenges and needs Conduct stakeholder interviews Host evaluative sessions around brand tracking studies, Net Promoter Score, brand guidelines and style guides Explore the brand Evaluate competitive landscape via attribute matrices, and consider how comparative digital experiences will impact “future state” experiences Assess competitive landscape Consider use cases and host interactive heuristic evaluation Understand user needs/expectations • Affinity Diagramming • Brainstorming • Comparative Analysis • Competitive Analysis • Roundtable Discussions • Stakeholder Interviews • Surveying Ideal Methodologies Recruit participants and perform research to capture insights and measure thresholds. Research often allows us to reframe the business challenge, shape experiences, and propagate ideas. Conduct user research
- 16. GYK Antler Privileged and Confidential Page 16 D2 - Define Building off the discovery phase, the team will shape a story around the expectations of users, and marry these behaviors with business objectives. Through user exercises like ethnographic research and reverse-card sorting, we will begin to conceptualize design elements, interactive components and user experiences. A parallel technology track may be required to define platform requirements and select vendor(s). Benchmark current site map listing how the current pages are organized and document current hierarchy — laying the foundation for gap analysis. Create site map Users oftentimes say one thing and do another — actions speak louder than words. By asking them to “act out” an interaction or “create” a prototype, we are able to understand unmet needs. Design research Leverage user research to begin to develop user personas — their needs, wants, desires — while capturing key decision points, or moments of influence. Develop personas and user journeys Connect with design and/or marketing teams on visual brand elements so that we can explore how they might manifest (or be articulated) in digital spaces. Mood boards and navigation concepts Ideal Methodologies • Affinity Diagramming • Bodystorming • Brainstorming • Brainwriting • Card Sorting • Collages • Contextual Inquiry • Ethnography • Field Studies • Focus Groups • In-depth Interviews • Logbooks & Diaries • Storyboarding • Surveying (objective: forecasting behavior or user intent) • Treejacking (description: reverse card sort) Using design principles, or tenets, that have been defined through user research, user experience teams will create a series of wireframes that act as blueprints of the experience we are creating. Create high fidelity wireframes
- 17. GYK Antler Privileged and Confidential Page 17 D3 - Design This is true collaboration of business, technology and design roles to create high-fidelity designs and taxonomies to capture iterative feedback from users. The team is then able to develop educated use cases to ensure a smooth transition from conceptual work to implementation. Platform definition and design defines how the use cases will be supported by the underlying platform. Using design principles, or tenets, that have been defined through user research, user experience teams will create a series of wireframes that act as blueprints of the experience we are creating. Create high fidelity wireframes Based on marketing, operational, and technology assessment, a collective will work to prioritize activities while considering the value benefits against the complexity of implementation. Prioritize and document business requirements An exploratory exercise that will bring greater definition to the look, feel and attitude of the experience we are creating. Tone of voice and visual style guide An evaluation by the team to assess key technical impacts and potential constraints for the experience roadmap (3-year plan for the program/experience) Technology Assessment The application of visual design concepts into a suite of templates to be used throughout the experience for design consistency. Visual design templates An opportunity to invite users to participate in a conceptual experience — performing tasks while sharing their thoughts, feelings, reservations and liberties. Conduct user testing An exercise that considers the people, processes, and technologies who will support and consume the content. An evaluation of the terms and structures that will help support a narrative taxonomy and support business goals. Taxonomy and content matrix Experience design and technology will come together when input from clients and users craft the system of user interactions that build requirements for software development. Use cases and functional specs Ideal Methodologies • Paper Prototyping • Usability Testing • Rapid Prototyping • Concept Testing (high-fidelity wireframes, visual design elements) • Remote Testing • Surveying (objective: to validate ideas)
- 18. While there are a number of methodologies to choose from, not every project is going to need to incorporate all of them. GYK Antler Privileged and Confidential Page 18
- 19. It is about determining which methodologies will allow for the most valuable information to be gathered. GYK Antler Privileged and Confidential Page 19
- 20. GYK Antler Privileged and Confidential Page 20 FOR EXAMPLE AMERICA’S TEST KITCHEN • Stakeholder Interviews • Roundtable Discussions • In-depth Interviews • Focus Groups • Competitive Analysis • Brainstorming • Affinity Diagramming • Wireframes
- 21. So let’s take a deeper look at the methodolgies... GYK Antler Privileged and Confidential Page 21
- 22. GYK Antler Privileged and Confidential Page 22 Affinity Diagramming Used to sort large amounts of data into logical groups. Existing items and/or new items identified by individuals are written on sticky notes which are sorted into categories as a workshop activity. • Analyze findings from user research, field studies, etc. • Identify and group user functions as part of design • Analyze findings from a usability evaluation • Simple and cost-effective technique for: - Soliciting ideas from group - Obtaining consensus on how information should be structured DEFINITION USES BENEFITS
- 23. GYK Antler Privileged and Confidential Page 23 Brainstorming One of the oldest known methods for generating group creativity. A group of people come together and focus on a problem or proposal. There are two phases: generating ideas and evaluating the ideas. An experienced facilitator is useful. • Enables everyone in the group to gain a better understanding of the problem space • Creates feeling of common ownership of results DEFINITION BENEFITS
- 24. GYK Antler Privileged and Confidential Page 24 Brainwriting Similar to brainstorming, however, rather than exclaiming ideas out loud, participants are asked to record their ideas on paper. While there are a number of ways to facilitate brainwriting beyond this point, the most common is after 5 minutes of transcribing their ideas, the participant passes his/her paper to their neighbor. The neighbor then begins building on that list of ideas for 3-5 minutes. This process continues until everyone has had the opportunity to contribute to each paper. • Scalability - you can perform brainwriting with a small group of participants or a large group of participants (with some changes of course) • Does not require a great deal of facilitation • It is efficient because there is less of an opportunity for conversations to get off track or down the rabbit hole • The number of ideas typically exceeds those arrived at while brainstorming DEFINITION BENEFITS
- 25. GYK Antler Privileged and Confidential Page 25 Card Sorting Method for discovering the latent structure in an unsorted list of statements or ideas. Each statement/subject is written on a small index card and a participant is asked to sort cards into groups or clusters, working on their own. The results of each individual’s sorts are combined and analyzed statistically. • Using participant’s representative of the user population, results will reflect the structure in which they feel the ideas or concepts should be presented • Creates feeling of common ownership of results. DEFINITION BENEFITS
- 26. GYK Antler Privileged and Confidential Page 26 [Product] Claims Testing Conducted to test “benefit statements” so that marketing teams know what messaging (or functionality) to lead with, in order to pull the greatest number of users to convert (or purchase the product). Used to assess the believability of claim, credibility of company’s messaging/experience, and the value of the product/service/experience. • Gauge product/service/experience differentiation • Define new category or offering DEFINITION BENEFITS
- 27. GYK Antler Privileged and Confidential Page 27 Collages Conducted to assess the emotional aspects of a service or product, collaging also aids in generating ideas and requirements. Users are instructed to browse provided magazines, newspapers, clip art, artifacts and select pictures, words and objects that represent their feelings, emotions, and personal experiences with a particular product or service. The user will then be asked to create a collage using the selections, which he/she will then discuss with the facilitator. • Draws out emotional and cognitive issues that may not have been accessed with a more reserved approach • Can be cost-effective and easily planned because of the ease of participant selection and the minimal supply that is needed • Open-ended potential for discussion leaves opportunity to cover a variety of topics that vary from participant to participant • Can be done in one-on-one sessions or group sessions DEFINITION BENEFITS
- 28. GYK Antler Privileged and Confidential Page 28 Competitive Analysis An exploration used to identify the strengths and weaknesses of the companies in a given industry sector or market niche that are competing with your company’s products or services. In the digital landscape, areas including navigation, organizational clarity, and effective visual design are often examples of heuristics touched on. • Understand the competition • Build domain knowledge • Identify best practices • Discover and develop new ideas/possibilities DEFINITION BENEFITS
- 29. GYK Antler Privileged and Confidential Page 29 Contextual Inquiry An interview that is conducted in the users’ natural environment, aimed at obtaining information to better understand users’ motivations, desires, intents, and strategies when using a product or service. Typically done one-on-one, the purpose is to gain as much information as possible from the interviews for later analysis and reference. • Interviewees are interviewed in their context, when doing their tasks • Helps identify behavior patterns • Aids in the process of making and validating design decisions DEFINITION BENEFITS
- 30. GYK Antler Privileged and Confidential Page 30 Ethnography Method of field study that aims to observe users in their natural environment performing ordinary activities, in order to gain knowledge about human culture. • Helps reveal needs a user would otherwise be unable to articulate • Allows for the capturing of data in many different contexts of users’ everyday life • Associates human faces and real-life stories with findings • Provides observers access to the emotional behaviors of users DEFINITION BENEFITS
- 31. GYK Antler Privileged and Confidential Page 31 Field Studies Conducted in a user’s “natural habitat,” this method is used to obtain a holistic view of how a user behaves in the “real world” rather than a lab. Studies can last anywhere from a half hour to 2 weeks, but they are critical in providing insight into what type of environment the user works in, what tools they may use to accomplish the task, or other habits/tricks they have. • Opportunity to watch first hand how users walk through a process in context, and talk about it in their own terms • Innovation is driven by seeing the big picture - how users do things and the variables that play into it will drive the formation of ideas that may not have otherwise happened • Knowledge gained during a field study for one project/client will feed into other projects • Results will directly effect persona development, information architecture, workflows, use cases, and requirements DEFINITION BENEFITS
- 32. GYK Antler Privileged and Confidential Page 32 Focus Groups Qualitative research taking place in an interactive group setting, where participants are invited to converse amongst themselves on topics put forth by a facilitator. They are an important tool for acquiring users’ perceptions, opinions, beliefs, and attitudes toward the topic of interest. • Provide opportunity to obtain input from people of various backgrounds, roles, demographics, etc. and with different perspectives • Group sessions bring the possibility of topics and talking points initialized by participants that may not have been covered otherwise, and that can be built upon by other members of the group • Focus groups are easily implemented because of the lack of resources required and the ease of facilitation DEFINITION BENEFITS
- 33. GYK Antler Privileged and Confidential Page 33 In-Depth Interviews A session involving the interviewer and a single user lasting 30 minutes to an hour. Interviews can be conducted in person, via video conference, by phone, or using an instant messaging system. During the session, the interviewer asks probing questions regarding the user’s attitudes, beliefs, desires, and experiences in hopes to gain a thorough understanding of the user’s product/service use. The topics discussed in these interviews can range from motivations for visiting a site or using a product, to ranking the type of content they want on the site. • Able to talk to one person at a time and ask follow-up questions • The length of the discussion allows for discussion of topics in detail • If done over the phone or using another technology, has the ability to be more cost-effective while reaching a broad range of participants DEFINITION BENEFITS
- 34. GYK Antler Privileged and Confidential Page 34 Remote Testing Usability tests conducted with the participant in their natural environment by utilizing screen-sharing software or online remote usability vendor services. With the option of moderating tests or allowing participants to complete tasks independently, tests typically run between 30-45 minutes and are made up of about 3-5 tasks. • Allows for a diverse group of participants to be recruited • Eliminates the need for a lab facility and travel • Prevents the uncomfortable feeling a participant sometimes encounters within a lab environment • Typically, the cost of remote testing is much less and allows you to accommodate more participants than in a lab environment DEFINITION BENEFITS
- 35. GYK Antler Privileged and Confidential Page 35 Roundtable Discussions A discussion held on a specific topic that allows for extensive discussion and feedback for the presenter or “host.” Participants are provided a brief handout of key points and possibly some questions. After a quick introduction, the participants are asked to discuss the topic at hand. • Provides forum for peer exchange of opinions to occur • Discussion of views amongst subject matter experts, leading to valuable insights and information DEFINITION BENEFITS
- 36. GYK Antler Privileged and Confidential Page 36 Stakeholder Meetings Strategic interaction with key stakeholders to derive usability objectives from business objectives, as well as collecting information about the purpose of the system/product and its context of use. These meetings are also crucial in gaining the buy-in and commitment of stakeholders to usability. • Valuable source of insights into the collective mind of an organization • Can help uncover where the company’s documented strategy and the attitudes and daily decision-making of stakeholders does not align • Fosters collaborative relationship between stakeholders and design team • Involving stakeholders in decision-making and regular communication could ease future approval process DEFINITION BENEFITS
- 37. GYK Antler Privileged and Confidential Page 37 Storyboarding A series of rough sketches displayed on a wall or series of boards and panels that outline the sequence of events a customer experiences before, during, and after using a product or service. The series is typically broken up into the “problem”, “solution”, and “benefit.” • Helps gather and share information about users, tasks, and goals • Can spark new design concepts and encourage collaboration and innovation • Engages the team, which is a way to share ideas and create sense of ownership in the end product and purpose • Aids in the process of making and validating design decisions DEFINITION BENEFITS
- 38. GYK Antler Privileged and Confidential Page 38 Surveying Set of questions used to obtain information regarding users’ preferences, attitudes, characteristics and opinions on a given topic. Allow for the quantification of concepts and while a subset of the broader audience is used, what is learned is able to be applied to the broader population. • Cost-effective and timeline friendly • Depending on the line of questioning: - Provide information to better understand end user and make more informed design decisions - Mitigates risk of designing a poor solution for the users - Provides quantitative data for stakeholders to feel confident that a design choice is, or will be, effective DEFINITION BENEFITS
- 39. GYK Antler Privileged and Confidential Page 39 Treejacking Process that provides the user with the bareboned site architecture and asks how he/she would navigate the site to perform certain given tasks. While the user is not actively performing the tasks, this method allows for an evaluation of findability of topics on the website. • Solely providing users with the text of the site architecture, it disallows the user to be confused or influenced by visual design or other navigation aids • Allows analysis of proper site organization and content prior to spending too much time on designing elements of navigation • Can be done online using an application or in person, making it flexible and cost-effective DEFINITION BENEFITS
- 40. GYK Antler Privileged and Confidential Page 40 Usability (Performance) Testing Usability evaluation is done on a working system under realistic conditions in order to identify usability problems and to compare measures such as success rate, task time, and user satisfaction with requirements. • Creates opportunity to measure users’ effectiveness, efficiency and satisfaction • Major problems that may not have been identified with less formal testing may be identified DEFINITION BENEFITS
- 41. GYK Antler Privileged and Confidential Page 41 About GYK Antler GYK Antler has become a haven for all-star marketing talent choosing to live, work and play in areas suited to our preferred lifestyles – equally close to the ocean, lakes, mountains, metropolitan areas and airports for convenient world travel. Most of our employees have lived in big cities, worked at iconic agencies, travelled extensively, and gained experience assisting recognized brands. All have creative outlets that complement our day jobs and we enjoy blurring the lines to foster a positive and inspiring work environment. It is our mission to help our client partners make a measurable impression on their leadership, stakeholders and customers by producing – in a cost-efficient and media-agnostic fashion – strategically driven, creative and high quality marketing initiatives that meet and exceed goals and objectives. • We achieve our mission through six values that we work by: • Respect for our clients and colleagues • A commitment to collaboration • A positive attitude • The relentless pursuit of relevance • Ambitious technology adoption • A visible passion for our work
- 42. GYK Antler Privileged and Confidential Page 42 About GYK Antler In doing this, we are pursuing our vision to be sought after as one of the most innovative and successful marketing partners in the world. “Creativity. Only smarter.” is our company position and a nod to the reality that for marketing to work it must have a goal, contain a message that differentiates it from the competition, appeal to the intended audience in a way that evokes a response and be delivered using a customer-preferred method. As a result, we put all our efforts into doing two things at a superior caliber: Creating big ideas that provide quantifiable solutions for our clients’ business challenges • Executing the ideas cost-effectively in whatever medium is appropriate – traditional places or in the ever-changing technology-driven media with the greatest barrier to entry Check us out at www.gykantler.com We believe that whoever consistently generates the big idea and pushes innovation will win in the long run. To ensure success for our partners, we constantly strive to understand the world that products and services live in.