building a user experience culture
TRANSCRIPT
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Building User Experience Culture
Paul Boag
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Start with a users need
I want to…
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Do your research
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Consolidate your research
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Interview users
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Survey users
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Review the analytics
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Carry out home visits
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Map the user
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Empathy Map
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Story cards
I am… I want to… so I can…
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Focus on questions and tasksHow do I…
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Top tasks
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Answer questions
What is the VAT rate?
Why is this so complicated?
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Beware of edge cases
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Test and iterate
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Continually iterate
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Expenditure on digitalEffectiveness of site
Time
Cos
tvs
Effec
tive
nes
s
Redesign project
Site begins to damage brand
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I have hadan idea
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Don't build a product like this. You only discover if you have succeeded at the end.
Instead start with something basic and gather feedback as you get more complex.
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Time
Expe
ndi
ture
ondi
gita
l
What we know aboutthe user.
Launching new website
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Alpha, Beta, Live
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Multi-variance testing
40
60
505050
80
60
30
20
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Prototype and workshop
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Workshop journey mapping
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User attention points
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Design sprints
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Prototype fidelity
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Regular testing
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Number of rounds
1 2 3 4 5 6 7 8 9
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Corridor testingCan you take a look at this?
Sure. It is looking good.
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Look outside the organisation
?
I don’t recognise that acronym
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Unfacilitated remote
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Facilitated remote
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Demographic
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In home
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Go beyond the screen
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Challenge constraints
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You have got to start with the customer experience and work backwards
towards the technology.
Steve Jobs
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Risk and compliance
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That is not how we do things here.
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Prototype without limitation
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Mind the gap
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Gaps between platforms
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Gaps between devices
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Gaps between departments
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Adjust our attitude
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How we assess
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How we incentivise
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Resourcing
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Education
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Advocacy
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Final Yeah Buts