Download - Institutionalizing User Experience
Institutionalizing User Experience
Renee Cheung | Nov. 27, 2014
who me?
Renee Cheung
Solution Lead @ ICBC: Portal, Search and UX
Digital Strategist
Front-end Developer
@wired_crow tweet the talk: #whyux
why ux?
97% websites fail at UX1
Source:
1 Forrester: Lessons Learned From 1,500 Website User Experience Reviews
2 Why You Need to Test With Only 5 Users
68% of customers leave because they believe you don’t care3
85%of problems with a site/app/product/process can be
found by testing with 5 users2
3 Taking A Customer From Like To Love: The UX Of Long-Term Relationships
tonight’s goals
Define UX
Image Credits: User Experience: What Is It and Why Should I Care, Best Practices: Usability, User-Centered Design, UX
analyze
design
implemen
t
validate
Execute on UXInstitutionalize UX
so what is ux?
User Experience encompasses of all aspects of the
end-user's interaction with the company, its services,
and its products
Source: The Definition of User Experience
so what?
Dan Willis: The UX Umbrella on SlideShare
ux in context
for products: for the experience
Source: The Invisible Computer Ch. 10
why institutionalize it?
Institutionalizing user experience makes it a tangible,
measurable, repeatable, consistent practice.
1. identify your support network
some people to consider
Executive
Champion
Change
Champions
UX
Practitioners
common ux roles
“Across a thousand UX professionals we found [...] extreme diversity in
terms of hugely varying educational background, 210 job titles, and wide-
ranging work roles and activities.”
Source: User Experience Career Advice: How to Learn UX and Get a Job
2. sell the value of ux
Align with corporate priorities
Examples:
Cost effectiveness, operational excellence, etc
Excellence in service delivery
Provide a <insert a synonym of “good”> experience
how does it map?
..
.
success metrics
Engagement Conversion
● Attention minutes
● Happiness rating
● Flow state
● Total time reading
● First impression
● Categories explored
● Micro-conversion count
● Brand attribute
● Conversion rate
● Likelihood to recommend or
NPS
● Trust rate
● Likelihood to take action
Corporate measures
Engagement, conversion,
efficiencies
Usability, analytics
1 UX Matters: Choosing the right metrics for user experience
Usability
● Task success
● Perceived success
● Confusion moment
● Cue recognition
● Menu / navigation use
● Search use
● Search success
1
1
what is ux’s box?
UX
Brand Marketing
Process
Improve-
ment
UAT
Graphic
Design
Define UX for your organization: What is its domain?
Creative
3. define the ux model
Image Credit: https://www.flickr.com/photos/syahmir/6011476001/
at a high level
UX Team
Governance
Initiative
engagement
model
integrated
governance
4. incorporate ux into process
Image Credit: https://www.flickr.com/photos/blprnt/7880106416/in/photostream/
ux activities in a nutshell
● Wireframes
● Mockups
● User Flows
● Information Architecture
● Front-end Development
● Style Guides
● Prototype
● Usability Testing
● Analytics, Metrics
● Personas, Storyboards,
User Stories, User Flows
● Primary and Secondary
Research (Heuristics)
● Analytics
● Success Metrics
For Kitherder:
A mentor-mentee-project matchmaking site
bringing clarity to requirements
Simon
student, mentee
● full-time university student,
school work priority!
● looking to get more hands-on
experience to put on resume
● on-the-go from class to class
and from class to home
...
some design techniques
User Flow Wireframes IA
prototyping
Quick and dirty html /
image prototypes help:● solidify design
● provide some idea of
interactions
● help stakeholder and
developers understand
solution early on
usability testing
What to test?● tasks
● navigation
● search
● specific device
● specific capability
● accessibility
Who to test with?● internal / external
● segmentation
● incentive
● virtual / location
How to test?● interview
● observation
● card sort
● survey
mapping to agile
Source: Scrum Reference Card
Personas, Storyboards,
User Stories, User
Flows
Primary and Secondary
Research (Heuristics)
Analytics
Success Metrics
Wireframes
Mockups
User Flows
Information
Architecture
Usability Testing
Analytics, Metrics
Front-end Development
Style Guides
Prototype
5. celebrate your successes
communication is key
Tell the story● Stakeholders
● Other projects
Create case studies
Educate and enable others
in summary
1. Identify support network
2. Sell the value of UX
3. Define your model
4. Incorporate into existing processes
5. Celebrate your success
deets
Renee Cheung
www.wiredcrow.com
@wired_crow ca.linkedin.com/in/reneecheung/