february 28, 2014 • ux basics user experience strategy€¦ · strategy february 28, 2014 • ux...

USER EXPERIENCE STRATEGY

FEBRUARY 28, 2014 • UX BASICS

Megan Erin Miller Web Designer, Stanford Web Services meganem@stanford.edu • @meganerinmiller

USER EXPERIENCE DESIGN THE BASICS OF

What is your user’s experience? What are they trying to do, and what is getting in their way?

§  UNDERSTAND YOUR USERS THROUGH: §  Empathy §  User research §  User testing §  User feedback

USER EXPERIENCE DESIGN

Empathy Make it easier for them to reach their goals.

§  KNOW YOUR USERS §  CREATE PERSONAS

USER EXPERIENCE DESIGN

Personas help us empathize

§  “FAKE” PEOPLE THAT REPRESENT REAL USER GROUPS

USER EXPERIENCE DESIGN

What goes in a persona?

§  PHOTO §  NAME §  ROLE §  AGE §  LOVES §  DISLIKES §  THEIR GOALS §  SPECIAL CONSIDERATIONS

USER EXPERIENCE DESIGN

How do personas help us?

§  DESIGN FOR THEIR GOALS §  DESIGN FOR ANY SPECIAL

CONSIDERATIONS §  CRAFT THE RIGHT TONE

USER EXPERIENCE DESIGN

Developing a content strategy

§  KNOW YOUR USERS §  STRUCTURE YOUR DESIGN

TO SUPPORT USER GOALS §  CRAFT THE RIGHT TONE §  DOCUMENT IN A

STYLE GUIDE §  CREATE CONTENT THAT IS

RELEVANT TO YOUR USERS

USER EXPERIENCE DESIGN

Page/Section Goals Worksheet

USER EXPERIENCE DESIGN

EXERCISE… LET’S DO AN

We need a webpage for our upcoming event

§  WE HAVE: §  An image §  Copy (event details)

§  WHAT WE NEED TO DO: §  Understand our users §  Figure out content

hierarchy §  Create a design §  Build the webpage §  Follow Stanford

Identity Guidelines

EXERCISE: EVENT WEBSITE

Our materials

Photo credit: Linda A. Cicero / Stanford News Service, SALLIE

EXERCISE: EVENT WEBSITE

Who are our users? Identify primary and secondary audience

§  NATURE ENTHUSIASTS §  EARTH SYSTEMS

SCHOLARS §  LOCAL COMMUNITY

MEMBERS

EXERCISE: EVENT WEBSITE

What is the main message you are trying to get across?

§  WHAT MAKES YOUR EVENT STAND OUT?

§  WHY IS IT IMPORTANT? §  WHY SHOULD THEY GO?

EXERCISE: EVENT WEBSITE

What are your user’s goals?

§  UNDERSTAND IF THE EVENT IS FOR THEM §  What is it? §  Is it relevant to them?

§  FIGURE OUT IF THEY CAN ATTEND THE EVENT §  When is it, where is it?

§  REGISTER

EXERCISE: EVENT WEBSITE

What are your goals?

§  GET THEM TO REGISTER

EXERCISE: EVENT WEBSITE

What info is most important for them to reach their goals?

EXERCISE: EVENT WEBSITE

“Is this event for me?”

EXERCISE: EVENT WEBSITE

“Can I attend the event?”

EXERCISE: EVENT WEBSITE

“I want to go! How do I register?”

EXERCISE: EVENT WEBSITE

How can we order the page better?

EXERCISE: EVENT WEBSITE

Balance business goals with user goals.

EXERCISE: EVENT WEBSITE

1 3

2

4

Our new webpage

EXERCISE: EVENT WEBSITE

Place your image

EXERCISE: EVENT WEBSITE

Good design starts with content hierarchy.

EXERCISE: EVENT WEBSITE

§  STYLES COME LATER

RESOURCES

Some additional reading:

RESOURCES

§  Content Comes First https://swsblog.stanford.edu/blog/content-comes-first

§  Choosing the RIGHT image for your webpage https://swsblog.stanford.edu/blog/imagery-101-choosing-right-image-your-webpage

THANK YOU!

Megan Erin Miller Web Designer, Stanford Web Services meganem@stanford.edu • @meganerinmiller