Focusing on the User - Business-Centered User Design

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Evan Gerber,

Principal Consultant, Experience Design

Focusing on the User


Objectives

• Learn how Molecular is shifting the strategic approach to user centric development by– Bringing the brand dialogue to the consumer

– Creating dynamic and compelling user experiences

– Developing engaging and maintainable web presences


The Philosophy

• Wikipedia Says:– “user-centered design is a design philosophy and a process in

which the needs, wants, and limitations of the end user … are given extensive attention at each stage of the design process.“


The Philosophy



• This isn’t quite true– To be truly user centric, the User Needs must be considered at

each and every step of the entire process.


The Philosophy



• This isn’t quite true– To be truly user centric, the User Needs must be considered at

each and every step of the entire process.

• User centered design starts at the very beginning, most abstract part of the project, and carries through every single part of the work.


What is business-centric design?


What is User Centric Design?


User Experience is the entire process


It’s from the very beginning to the very end




If 3,000 years = 60 minutes

Why User Centric? Communication Styles are Changing


11 minutes ago Gutenberg invented the printing

press




3 minutes ago Morse Code

6 seconds ago the mobile phone

12 seconds ago the internet

1 minute ago the fax

90 seconds ago the television

2 minutes ago the radio

2 ½ minutes ago the telephone

0.01 seconds ago the blog


Used to be that there were pros and consumers


Consumer electronics opened up the market

Different CompetitorsMore ChoicesNew ConsumersMore Ways to Communicate.


The evolution of the brand – consumer dialogue

• Before the web, the conversation was with and through the distribution channel

• The focus was on the retailer



• One way conversation with consumers

• Space for consumers to reach back to brand

• The conversation begins, and Pandora’s box creaks open– Online help system

– Feedback forms

• Consumers got a taste, and loved it



• Brands can now interact with their customers, if they know how to communicate

• If they can’t, the conversation will happen anyhow

• It is crucial that brand understand how to engage and create time with their audiences


The questions that inform the process

• Whom do we talk to?

• How do we build connections with them?

• What is the best way to foster conversation?


Capture the information in personas

• Defined by the specific goals, behaviors, and attitudes each persona has

• Grounded in research – based on segmentation from survey results


Solution: Experience Design

Realistic character sketches that represent a site’s targeted user-types throughout site creation and maintenance

• Defined by the specific goals, behaviors, and attitudes each persona has

• Grounded in research – based on segmentation from survey results


• Mapping personas to content offering (insert brand circle here)


• DLA?





Put technology here










Results

• Blog.nikon.usa.com has already started a meaningful dialogue

• Measuring the duration of engagements

• Tracking paths to see where the users are going

• Lowering TCO through consolidation of microsites


Lessons Learned

• Educate Internally and Externally– Add extra time

– Get client in the weeds of interwoven asap

– Educate upwards

• Involve Tech, Early and Often– Involve the team at the very beginning

– If needed, bring out outside expertise Involve Tech, Early and Often

– Involve the team at the very beginning

– If needed, bring out outside expertise

Lessons Learned


Thanks for your time!

• Any Questions


Now Shifting to….

• Attend other sessions:– Today 2:45pm Trends Track “Web 2.0 and Social Networking”

– Thursday 4:10 Business Track “Driving Growth by Leveraging Targeted Extranets with Rohm and Haas”

– Friday 10:00am Business Track “Delivering Real Value by Optimizing Your Online Business with TransUnion”

• Demo Stations – TeamSite, LiveSite, Segmentation & Analytics

• Partners in Partner Pavilion – Molecular, Translations.com, FAST


Contacts• Evan Gerber

– [email protected]

– 415-541-2835

• Eben Miller– [email protected]

– 512-657-7851