truly responsive design means aligning to business and user goals

#d4dBoston #trulyresponsive @jeckman

TRULYRESPONSIVE DESIGN

John Eckman


About ISITE DesignDigital Experience Agency

About the AgencyFounded in 199770+ full time employeesBoston & Portland, OR

Customers250+ clients including Siemens, Genzyme, Nike, Zipcar, Intel, Columbia Sportswear, New England Biolabs, Harvard Kennedy, Wharton Exec Ed.


http://delight.us/


THE RISE OF RESPONSIVE DESIGN

http://www.flickr.com/photos/redlinx/9072816774/


http://alistapart.com/article/dao

“Now is the time for the medium of the web to outgrow its origins in the printed page. . . . It is the nature of the web to be flexible, and it should be our role as designers and developers to embrace this flexibility . . . The journey begins by letting go of control, and becoming flexible.”


http://www.alistapart.com/articles/responsive-web-design/



Responsive Design

http://www.cmsmyth.com/wp-content/uploads/2012/03/16691681.jpg


“an emergent discipline called ‘responsive architecture’ has begun asking how physical spaces can respond to the presence of people passing through them. . . . rather than creating immutable, unchanging spaces that define a particular experience, they suggest inhabitant and structure can—and should—mutually influence each other”


Responsive as in Respond



Users ≠ Deviceshttp://www.flickr.com/photos/brimley/6307761251/in/photostream/


BRAND/COMPANY LEVEL:CUSTOMER EXPERIENCE STRATEGY

http://dilbert.com/strips/comic/2002-09-07/

http://dilbert.com/strips/comic/2002-09-07/


Companies that are loved, win


The Chief Customer Officer

“The corporation does not live in rapport with its customers because the customer doesn’t experience a company through its silos. The customer experiences a company horizontally, across the silos”


http://answerlab.com/resources/research/elevate-customer-experience-in-your-company/

Customer is at the center

Designers, product managers and marketers look to user goals as the driver of product development and marketing

Performance is measured by how well experiences meet users’ needs, goals, or desires

Win = best user experience and positive customer reviews, which leads to revenue growth


Align Imagine Map

Getting there: AIM


Align Imagine Map

Customer & Business / Teams & VisionJourneys & Content / Technology & Processes

Goals & Measurement

Getting there: AIM


Align Imagine Map

Experience Principles / IdeationTouch point design / Co-creation

Getting there: AIM


Imagine MapAlign

Service Blueprint / Roadmap

Getting there: AIM


Understand customer journeys


Prioritize for Impact, Effort


Lessons from Zipcar

• Great experiences drive loyalty; loyalty drives growth.

• Observe and understand people. • Understand and dissect journeys and

supporting processes. • Design internal experiences too. • Use data. • Conceptualize ideals. • Design experiences, not features.

http://delight.us/zipcar-principles-for-designing-great-experiences/


PROJECT LEVEL:USER CENTERED DESIGN

http://www.flickr.com/photos/kt/19925290/


Tools & Processes

• User Research– Contextual

Observation, Surveys, Interviews

– Mix Qualitative and Quantitative

– Establish Personas, Goals

• Listening– Analytics– Social– Customer Service

• Content Strategy– Content appropriate

to customer journey, persona

– Format, style, tone, hierarchy


Card Sorting


UX Design in a RWD World

Understand the What and Why– Define business and user goals– Make those goals the North Star for

everyone on the team (including the client).

– Map these goals to an experience rather than a device



Put Content First– Banish lorem ipsum– Define content strategy early in

process– Content hierarchy mockups > flat

wireframes



Think through Interactions– Consider all use cases, even edge

cases• Interface vs. page, fluid vs. static• Map out task flows

– Sketch first: Paper (or whiteboard) is your friend

– Show chrome: context in RWD is important

– Live Prototype: iterate early and often


Sketch for Flexibility


POST-LAUNCH:CONTINUOUS OPTIMIZATION

http://getreadyforday2.com/


Your Website is NOT a Project

• Always Be Testing– A/B and Multivariate– User Testing– Beware local maximums– Archive and socialize knowledge

• Listen to users–Make friends with customer service– Publish a feedback mechanism

http://www.flickr.com/photos/mightyohm/2729474646/in/photostream/




Continuous Optimization


PARTING THOUGHTS


What users wantThe real challenge isn’t finding out what users want. The real challenge is defending what users want against what the business wants, and developing a strategy whereby those conflicting needs/wants can be consistently and pragmatically balanced in a sustained ongoing fashion.


We Know Better


User-Driven vs User-Centric

“When I first talked with Doc about user-driven instead of user-centric, Jim Carrey’s The Truman Show immediately sprang to mind: from birth, Truman is the protagonist in a huge reality show revolving around him… only he doesn’t know it. . . . Clearly the Truman Show is Truman-centric… but it is most definitely not Truman-driven.” - http://blog.joeandrieu.com/2008/07/12/towards-user-driven-search/

http://blogs.law.harvard.edu/vrm/2008/04/28/vrm-is-user-driven/

http://blog.joeandrieu.com/2008/07/12/towards-user-driven-search/

http://blog.joeandrieu.com/2008/07/12/towards-user-driven-search/


Experiences > Marketinghttp://gapingvoid.com/2006/05/09/if-you-talked-to-people/


Q & A

John [email protected]

ISITE Designwww.isitedesign.comdelight.uswww.cmsmyth.com

truly responsive design means aligning to business and user goals

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