introduction to experience design. "industry hero" presentation miami ad school

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+ Lynn Teo Creative Director, Experience Design SapientNitro New York Experience Design An introduction of concepts and methods

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Introduction to User Experience Design

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Page 1: Introduction to Experience Design. "Industry Hero" presentation Miami Ad School

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Lynn Teo Creative Director, Experience Design SapientNitro New York

Experience Design An introduction of concepts and methods

Page 2: Introduction to Experience Design. "Industry Hero" presentation Miami Ad School

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+Experience Design – let’s start at the basics

n  What does “experience” mean to you?

n  When you think of the best experiences you’ve had, what makes them memorable?

L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

Page 3: Introduction to Experience Design. "Industry Hero" presentation Miami Ad School

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+Once-in-a-lifetime or past experiences

L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

Page 4: Introduction to Experience Design. "Industry Hero" presentation Miami Ad School

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+Experiences tied to quality & style

L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

Page 5: Introduction to Experience Design. "Industry Hero" presentation Miami Ad School

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+Experimentation and try-before-buy

L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

Page 6: Introduction to Experience Design. "Industry Hero" presentation Miami Ad School

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+Melding of virtual and real world

L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

Page 7: Introduction to Experience Design. "Industry Hero" presentation Miami Ad School

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+No-frills but efficient is an experience

L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

Page 8: Introduction to Experience Design. "Industry Hero" presentation Miami Ad School

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+What is Experience Design?

n  Starts by uncovering the consumer’s journey and then identifies potential brand engagement touch points

n  Recognizes and acknowledges consumer’s needs, wants, and emotions

n  Is channel-agnostic

n  Ultimately dovetails with business strategy

L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

Page 9: Introduction to Experience Design. "Industry Hero" presentation Miami Ad School

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+3 Key Concepts in Experience Design

L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

Audience

Touchpoint Context

Page 10: Introduction to Experience Design. "Industry Hero" presentation Miami Ad School

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+3 Key Concepts in Experience Design

L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

Audience

Touchpoint Context

•  Who is your consumer? •  Are they prospects or

existing customers? •  What are their needs

and objectives?

Page 11: Introduction to Experience Design. "Industry Hero" presentation Miami Ad School

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+3 Key Concepts in Experience Design

L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

Audience

Touchpoint Context

•  What is the consumer’s journey?

•  What are the strengths of each channel touchpoint

•  Where are the handoffs?

Page 12: Introduction to Experience Design. "Industry Hero" presentation Miami Ad School

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+3 Key Concepts in Experience Design

L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

Audience

Touchpoint Context

•  Are there any challenges in trying to engage with the consumer?

•  What are the consumer’s priorities?

•  What will they do next?

Page 13: Introduction to Experience Design. "Industry Hero" presentation Miami Ad School

+Creating Integrated Campaigns

Page 14: Introduction to Experience Design. "Industry Hero" presentation Miami Ad School

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+Audience

n  Who are you speaking to?

n  Are you trying to: n  Persuade n  Inform n  Entertain n  Influence n  Get the consumer to modify their behavior

n  What should the message be?

L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

Page 15: Introduction to Experience Design. "Industry Hero" presentation Miami Ad School

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+Audience

n  What research are you conducting to understand your consumer?

n  Some methods to use n  Ethnography (or other Primary Research) n  Secondary Research n  Surveys n  Focus Groups

L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

Page 16: Introduction to Experience Design. "Industry Hero" presentation Miami Ad School

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+Audience

L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

Page 17: Introduction to Experience Design. "Industry Hero" presentation Miami Ad School

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+Touchpoint

n  What channels are the consumers using?

n  Is the mode of user behavior different at each channel?

n  Are there patterns in the journey where n  Specific “channel pairs” occur? n  Tasks are commonly performed across a large

% of your consumers?

L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

Page 18: Introduction to Experience Design. "Industry Hero" presentation Miami Ad School

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+Touchpoint

n  How are you documenting the consumer’s journey?

n  Some methods to use n  Taskflows n  Narratives n  Storyboards

n  What are the unique opportunities offered by each channel?

L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

Page 19: Introduction to Experience Design. "Industry Hero" presentation Miami Ad School

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+Touchpoint

L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

Page 20: Introduction to Experience Design. "Industry Hero" presentation Miami Ad School

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+Context

n  What is the consumer’s situation when they are interacting with each touchpoint?

n  Things to look out for n  Triggers n  Pain points n  Environmental influences n  User priorities n  Distractions or points of disengagement

L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

Page 21: Introduction to Experience Design. "Industry Hero" presentation Miami Ad School

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+Context

n  Are you creating campaigns that take into account the user’s context?

n  Some considerations n  Search keywords used n  Point of entry to your message n  Personalization n  Tracking and monitoring the consumer’s

behavior

L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

Page 22: Introduction to Experience Design. "Industry Hero" presentation Miami Ad School

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+Context

L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

Ways to locate projects – for online users

Ways to locate projects – for TV viewers

Page 23: Introduction to Experience Design. "Industry Hero" presentation Miami Ad School

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+Context

L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

DIY homepage – feature area for weekdays

Page 24: Introduction to Experience Design. "Industry Hero" presentation Miami Ad School

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+Context

L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design

DIY homepage – feature area for weekends

Page 25: Introduction to Experience Design. "Industry Hero" presentation Miami Ad School

+Thank you It was a pleasure to be here today!

Lynn Teo [email protected] www.linkedin.com/in/lynnteo