Introducing the Discipline of User Experience Design (UXD) to a Traditional Advertising Agency

I n te rna l

UXD CAPABILITIES PRESENTATION FALL 2011

A G E N D A

•  Answer the nagging question: What is a user experience designer (UXD)?

•  Introduce the department & detail the benefits we can bring to your business

•  Answer questions

UXD IS NOT LIMITED TO THE

CONFINES OF A COMPUTER.

IT DOESN’T EVEN NEED A SCREEN.

UXD IS ANY INTERACTION WITH

ANY PRODUCT, ANY ARTIFACT,

ANY SYSTEM.

BILL DEROUCHEY DIRECTOR OF INTERACTION DESIGN AT ZIBA DESIGN

AS AN AGENCY, WE DEVELOP

BOTH THE OPPORTUNITIES FOR

BRAND/CUSTOMER ENGAGEMENT

AND THE ENGAGEMENTS THEMSELVES.

ME YOUR FRIENDLY NEIGHBORHOOD UXD

AS UXDS WITHIN THE AGENCY,

WE TRY TO SHAPE THE INTERACTION

THAT COMES WITH EVERY ENGAGEMENT

SUCH THAT IT BENEFITS

THE BRAND AND ITS CUSTOMERS.

STILL ME YOUR FRIENDLY NEIGHBORHOOD UXD

D E F I N I N G U X D

WHAT SORT OF PERSON DOES THIS FOR A LIVING?

•  Could have a professional background in:

!  Journalism

!  Library science

!  Software or Web development

!  Graphic design

!  Industrial design

!  Copywriting

!  Psychology

•  Could be:

!  Right of out a Master’s program

!  Making a lateral career move

D E F I N I N G U X D

WHAT ARE WE LIKE AS PEOPLE?

•  Curious

•  Empathetic

•  Passionate

•  Problem-solvers

•  Big minds, big mouths

D E F I N I N G U X D

WHAT ARE WE LIKE TO WORK WITH?

•  Sense of humor

•  Love of the arcane

•  Desire for the specific

•  Ability/comfort/habit of asking teammates and clients, “Why?”

•  Love to use words like “arcane”

TRUTH IS, NOT EVERYONE

HAS THE TOMATOES TO BE A UXD

CERTAINLY NOT ANYONE

AT HEINZ, CIRCA 2002

10 years ago, ketchup sales were flat

• Heinz and Hunt’s were desperate

• Forecasters predicted salsa would overtake ketchup as America’s favorite condiment

C A S E S T U D Y

UXD MIA

TYPICAL BRAND MANAGER RESPONSE:

SALES DOWN!

MUST THINK OUTSIDE BOX!

Had they asked their customers, the Users of their products, they would’ve found:

• People just wanted the ketchup they had in their fridge

• But they couldn’t get it out of the bottle

C A S E S T U D Y

UXD MIA

THERE WERE MANY TECHNIQUES

WITH VARYING DEGREES OF SUCCESS

IT WAS ALMOST

WORSE WHEN THE

PRODUCT ACTUALLY

DID WORK

In business since since 1869, it took Heinz 133 years to figure out:

• 25% of Users stuck a “knife in the bottle to start the ketchup flow”

• 15% of Users actually stored it upside down

C A S E S T U D Y

UXD MIA

VALVE HAD TO OPEN

EASILY WHEN SQUEEZED,

SHUT SECURELY WHEN

SQUEEZING STOPPED

GERBER WANTED IT FOR SIPPY CUPS.

SHAMPOO FOLKS WERE INTERESTED,

SO WAS NASA.

YEARS LATER,

SO WERE HEINZ AND HUNT’S.

“WATCHING HOW THEY HELD THE [PROTOTYPE] BOTTLE

WAS REALLY IMPORTANT BECAUSE WE WANTED

TO DESIGN A TRULY ERGONOMIC BOTTLE,”

EXPLAINED THE THE BRAND MANAGER.

“NOT JUST ONE THAT HAS SOME CURVES OR

LOOKS GOOD, BUT ONE THAT ACTUALLY

FIT THE HAND & HAD AN EASY GRIP.”

Heinz developed its upside-down ketchup bottle with the fancy valve only after asking customers what would make it easier to get the ketchup out

• It got more ketchup out of the bottle, but it also got it out of the bottle neatly

• Because people could now get more ketchup out of the bottle, the industry suspected that consumers would want… more ketchup!

• Along came bigger bottles with the cool new valve

C A S E S T U D Y

UXD MIA

WHERE WAS THE USER ADVOCATE

IN THE FIRST 100 YEARS OR SO

OF THEIR BUSINESS?

SO, WHAT’S IN IT

FOR ME?

ACCOUNT SERVICE

Background/Accomplishments

• 16 years of multichannel marketing experience including digital, broadcast, print, and experiential tactics

• Lauded creative director and copywriter; awards include Global, Rx Club, In-Awe, MM&M, and Web Marketing Association (WMA)

• Started a branding/engagement consultancy that helped to promote and integrate the user experience design discipline into traditional, integrated, and digital advertising agencies

• Consulted on process, roles, responsibilities, deliverables, presentation, execution, and measurement at some of the country’s top tier healthcare agencies

D E P A R T M E N T O V E R V I E W

RICHARD VERNE, Senior Director of User Experience

DIGITAL IDEAS ARE

COMPLEX TO PLAN FOR,

AND ONCE THEY ARE BUILT,

COST MORE TO CHANGE.

SO IF WE ARE DESIGNING

WITHOUT A BLUEPRINT,

WE’RE DOING IT WRONG.

ABBY COVERT DIRECTOR OF STRATEGIC PLANNING, USER EXPERIENCE AT DRAFTFCB

WTF! WIREFRAME THAT FIRST! HTTP://ABBYTHEIA.WORDPRESS.COM/2011/05/11/WTF-WIREFRAME-THAT-FIRST

THE BEST UXDS HAVE

A TOOLBOX OF OPTIONS,

PICKING & CHOOSING METHODS

THAT MAKE SENSE FOR

A PARTICULAR PROJECT.

DAN SAFFER FOUNDER AND PRINCIPAL AT KICKER STUDIO

Research

Content Audit, Inventory, & Strategy

Heuristic Evaluation

Online Competitive Analysis

Stakeholder Interviews

User Research (Interviews, Surveys, Ethnography)

Analysis

Keyword Research

Project Requirements Gathering (Business, User, Functional, & Technical)

Personas/Scenarios/Tasks Development

Web and/or CRM Metrics

D E P A R T M E N T O V E R V I E W

UXD TECHNIQUES

Design

Engagement Mapping

Information Architecture

Task Flows

Use Cases

User Flows

Wireframes

Testing

Prototyping

Usability Testing

Eye Tracking Studies

Quality Assurance (QA)

IN ORDER TO CREATE

A GREAT EXPERIENCE FOR USERS,

NOT JUST DESIGN SOMETHING

THAT WE’D LIKE TO USE,

WE NEED TO KEEP LISTENING

AND ITERATING.

IT DOESN’T HAVE TO BE A RIGID PROCESS,

BUT IT DOES NEED TO EXIST.

WHITNEY HESS INDEPENDENT UXD, WRITER, & CONSULTANT