ux for marketers - marketing camp oxford 2017

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  • Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota

    UX for marketersMariana Morris

    Director and UX Designer at FrutoCo-founder of UX Oxford

    Marketing Camp Oxford, 2017

  • Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota

    How to create intuitive user journeys and improve conversion.

    Mariana Morris

    Director and UX Designer at FrutoCo-founder of UX Oxford

    Marketing Camp Oxford, 2017

  • Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota

    Youve got users to land on your website. Now what?

    Mariana Morris

    Director and UX Designer at FrutoCo-founder of UX Oxford

    Marketing Camp Oxford, 2017

  • UX DesignEssential Toolkit8 UX design techniques

    frutostudio.co.uk@MarianaMota

  • The importance of UX Design

    frutostudio.co.uk@MarianaMota

  • Design has transformedfrom an afterthought (thelipstick on the pig) to aprerequisite. Customers atthis point are starting todemand great experiences.

    Josh BrewerFounder/CEO at Made by Habitat. Previously: Principal Designer at Twitter

    frutostudio.co.uk@MarianaMota

  • Design in Tech#DesigninTech report

    John Maedadesignintechreport.wordpress.com

    frutostudio.co.uk@MarianaMota

  • Tech is no longer the differentiator

  • Design mergers and acquisitions #DesigninTechSource: https://designintechreport.wordpress.com/

    frutostudio.co.uk@MarianaMota

  • Design mergers and acquisitions #DesigninTechSource: https://designintechreport.wordpress.com/

    frutostudio.co.uk@MarianaMota

  • UX in GovGovernment Digital Service

    gds.blog.gov.uk

    frutostudio.co.uk@MarianaMota

  • frutostudio.co.uk@MarianaMota

  • frutostudio.co.uk@MarianaMota

  • How to ensure we are meeting users expectations and needs?

    frutostudio.co.uk@MarianaMota

  • UX DesignEssential Toolkit

    frutostudio.co.uk@MarianaMota

  • Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota

    UX Design Essential Toolkit

    8 UX design techniques

    1. Identify user groups2.3.4.5.6.7.8.

  • Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota

    UX Design Essential Toolkit

    8 UX design techniques

    1. Identify user groups2. Run user interviews3.4.5.6.7.8.

  • Oxford Computer Consultants doing user research for National Grid

    Ethnographic research

    frutostudio.co.uk@MarianaMota

  • Oxford Computer Consultants running usability testing at Bath & North East Somerset Council

    User interview

    frutostudio.co.uk@MarianaMota

  • Planning user interviews

    1. Write down key objectives

    2. Define user groups

    3. Recruit representative users from each user group

    4. Write down some prompts/questions.

    http://bit.ly/planning-userinterview

    frutostudio.co.uk@MarianaMota

  • User research Market research

    Market research is a systematic process of collecting and analyzing target customer data, the competition, and the target market environment to aid in making marketing, branding, messaging, positioning, and pricing decisions. The primary goal is to understand what people will buy and how to incite them to buy your product.

    User research, on the other hand, focuses on understanding the behavioral aspects of the users and more accurately identifies their needs. This research drives specific design decisions by determining how people will use a product and how to control user interactions via the interface design.

    https://www.linkdex.com/en-gb/inked/market-research-vs-user-research/frutostudio.co.uk@MarianaMota

  • Its not about what users want, its about what users need.

    frutostudio.co.uk@MarianaMota

  • Alan Cooper

    Pioneer in interaction design

    https://youtu.be/sNWBnCazIcU?t=5m16

    @MarianaMota

    https://youtu.be/sNWBnCazIcU?t=5m16

  • Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota

    UX Design Essential Toolkit

    8 UX design techniques

    1. Identify user groups2. Run user interviews3. Create personas4.5.6.7.8.

  • Personas (lean, concise)

    1) User group, name, location

    2) DemographicsGender, age, job roles, location, status, attitudes, technical ability, level of experience

    3) BehaviourExisting behaviour they exhibit now, because they dont have your solution.

    4) Goals and needsWhat are they trying to accomplish? What are their needs?

    5) ExpectationsWhat do they expect from your solution?

    frutostudio.co.uk@MarianaMota

  • Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota

    UX Design Essential Toolkit

    8 UX design techniques

    1. Identify user groups2. Run user interviews3. Create personas4. Map out user journeys5.6.7.8.

  • A user journey is a path a user may take to reach their goal when using a particular website. User journeys are used in designing websites to identify the different ways to enable the user to achieve their goal as quickly and easily as possible.

    http://www.experienceux.co.uk/faqs/what-are-user-journeys/

    frutostudio.co.uk@MarianaMota

  • User journey

    ACTION ACTION ACTION GOAL

    TRIGGER

    Actions, not pages.

    frutostudio.co.uk@MarianaMota

  • User journey

    ACTION ACTION ACTION GOAL

    TRIGGER

    TRIGGER:My coffee machine is broken.

    See options of coffee machines

    View details, to see if matches my needs

    Make payment

    Buy a coffee machine

    frutostudio.co.uk@MarianaMota

  • User journeys are not page flows.

    1) User journeys: we map out users mental models, ie. how users think about achieving a task.

    2) Page flows: We map out how the system will be designed to match those mental models (user journeys)

    frutostudio.co.uk@MarianaMota

  • Users mental models.

    A mental model represents a persons thought process for how something works (i.e., a persons understanding of the surrounding world). Mental models are based on incomplete facts, past experiences, and even intuitive perceptions. They help shape actions and behavior, influence what people pay attention to in complicated situations, and define how people approach and solve problems.

    https://uxmag.com/articles/the-secret-to-designing-an-intuitive-user-experience

    frutostudio.co.uk@MarianaMota

  • frutostudio.co.uk@MarianaMota

  • Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota

    UX Design Essential Toolkit

    8 UX design techniques

    1. Identify user groups2. Run user interviews3. Create personas4. Map out user journeys5. Design a page flow6.7.8.

  • Page flow

    See options of coffee machines

    View details

    Make payment GOAL

    TRIGGERMy coffee machine is broken.

    Buy a coffee machine

    Homepage Listing page Payment page

    Content: Search Info about

    CTA:Search

    Content: Details about machines

    CTA:Buy (for each individual machine)

    Content: Reassurance its secure

    CTA:Confirm payment

    frutostudio.co.uk@MarianaMota

  • Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota

  • frutostudio.co.uk@MarianaMota

  • Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota

    Call to action

  • Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota

  • Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota

    UX Design Essential Toolkit

    8 UX design techniques

    1. Identify user groups2. Run user interviews3. Create personas4. Map out user journeys5. Design a page flow6. Wireframe7.8.

  • Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota

    Wireframes

    Content Structure Layout Page flow

  • Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota

    UX Design Essential Toolkit

    8 UX design techniques

    1. Identify user groups2. Run user interviews3. Create personas4. Map out user journeys5. Design a page flow6. Wireframe7. Run usability testing8.

  • frutostudio.co.uk@MarianaMota

  • Preparing for usability test

    sensible.com/downloads-rsme.html

    Usability test script

    Things a therapist would say (List of things the facilitator can say while the participant is doing the tasks)

    Demo test video

    frutostudio.co.uk@MarianaMota

  • Quantitative analysis

    Hot jar

    http://awdd.co.uk/wp-content/uploads/2016/04/hotjar-video.jpghttps://webdesignledger.com/wp-content/uploads/2015/06/05-funnels-testing-hotjar-screenshot.jpg

    frutostudio.co.uk@MarianaMota

  • Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota

    UX Design Essential Toolkit

    8 UX design techniques

    1. Identify user groups2. Run user interviews3. Create personas4. Map out user journeys5. Design a page flow6. Wireframe7. Run usability testing8. Apply visual design

  • Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota frutostudio.co.uk@MarianaMota

  • Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota

    Thank you.

    Any questions?

    @marianamota

    @frutostudio