Excelling in the User Experience Economy of Today and Tomorrow

Excelling in the User Experience Economyof Today and Tomorrow

with Dean Barker

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2016 goals1. Provide more UX resources to UX professionals.

2. Improve brand consistency.

3. Improve “International” UXPA.

User Experience Professionals

Association (UXPA)Monthly webinarsUser Experience Magazine

The Journal of Usability Studies

Visit www.uxpa.org for more info about the conference, webinars,

and other UX resources!

Annual Conference in Seattle, WAMay 31 – June 3uxpa2016.org

Meet the Speakers

Dean BarkerVice President of User ExperienceOptum, a UnitedHealth Group business

Alfonso de la NuezCEOUserZoom

deanzilla@me.com@deanzilla

https://www.linkedin.com/in/deanbarker

Agenda• Setting the Table• The Power Game • Cultivating Omnipresence • Navigating Reality in a Virtual World • Raising Unicorns on a Pig Farm • Dealing with Data Diversity

• Exploring the Future of Usability Testing & UX Research

Setting the Table

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User Experience is a Big Tent

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http://www.uxmatters.com/mt/archives/2010/12/essential-and-desirable-skills-for-a-ux-designer.php

Vectors of UX

Whitney Qusenbery

Our Community of Practice

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The User Experience Economy

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Forrester Report October 2010 How To Prepare For The Era Of Experience

Users Not Customers

User

Good User Experience

• 14.4% more willing to purchase• 15.8% fewer will do business with competitors• 16.6% more will recommend you

Forrester Report September 2009 Best Practices in User Experience (UX) Design

The Power Game

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All Product Value Flows Through UX

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Attributes

Benefits

Features

UserExperience

Advantages

Sphere of Control and Influence

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Forget

Stretch

Influence

Control

Responsibility & Authority

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So Good They Can’t Ignore You

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Cultivating Omnipresence

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Process Points of View

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Business Design Engineering

Product Development

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IdeaDiscovery Scoping Business Case Development Test Launch

Timeline

Setup Release Planning Sprinting Repeat Close

Research Design Validate Iterate

What to Do?

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IdeaDiscovery Scoping Business Case Development Test Launch

Upstream Downstream

Timeline

What to Do?

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IdeaDiscovery Scoping Business Case Development Test Launch

Upstream Downstream

UX Activities Throughout

Timeline

Navigating Reality in a Virtual World

#UZWEBINARhttp://www.npr.org/2013/05/22/185788651/the-first-web-page-amazingly-is-lost

We’ve Been Trapped…

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We are analog beings trapped in a digital world,

and the worst part is, we did it to ourselves.

Don Norman The Invisible Computer

Ubicomp

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Ubiquitous ComputingWearablesPervasive ComputingAmbient EverywarePhysical ComputingInternet of ThingsHaptic ComputingThings That Think

Virtual RealityAugmented RealityArtificial IntelligenceVoice InterfacesMobilityEmbeddedEmbodiedIntelligent InterfacesRobotics

Hey, My Car is a Computer!

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Real World Meets Virtual

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No More WIMPs

#UZWEBINARhttp://nexxtep.com/2015/03/windows-10-sneak-peak

Real Human Centered Design to the Rescue

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Raising Unicorns on a Pig Farm

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http://www.salary.com/become-a-unicorn-employee/

• Not only did they do the visual design, but they are then able to turn that into code and build out the website

• They have deep knowledge of user interaction (UI), going beyond the look and feel and delving into best practices for how users interact with everything from menus and buttons to links and colors

• They’ve already thought several steps ahead in terms of the mobile experience, ensuring that your site will look great on phones, tablets, laptops, and large monitors

• The content on the sites they show you isn’t filled with Lorem Ipsum placeholders, but copy that they wrote themselves… typo-free, grammatically correct, and with a friendly but persuasive voice that compels the user to take action

• And what’s that? You have a company softball team? Turns out they were all-state in high school, can play any infield position, and hit .425 with 24 homers

The Unicorn Employee…

Foundations

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AnalysisPersonasTask and workflow analysisWorkflow diagramsUser requirementsContext mappingJourney mappingCompetitive Analysis

Visual DesignImage creation and manipulation Visual design principlesGrid-based designDesign systemsSite or application themes/skinsVisual identity/brandSemiotics (e.g., symbols, metaphors)Icon design and strategyLogo designDigital asset management

Research & EvaluationExperimental designCard sortingFocus groupsContextual inquiryEthnographic researchFormative usability testingSummative usability testingUsability testing toolsInterviewsUser surveys and questionnairesKeystroke-level modeling (KLM)Heuristic evaluationsCognitive walkthroughsWeb analytics

Guidelines & StandardsPlatform standards (Windows, Apple, etc.)Internationalization and localizationStyleguide creationUI pattern librariesBrand standards Copy and style guidelines

Design MethodsPrototypingParticipatory designSite mapsInformation architectureStoryboards

Agile MethodsBig Data and Data VisualizationContent Strategy/CMSMobilityAccessibilityBrandingAffective DesignGamificationFront End Development

S’Moore’s Law

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M-Shaped Talent

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Reading is Fundamental

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Dealing with Data Diversity

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Data Old, New, and Blue

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Old – Tried & True• Verbal• Surveys• Ratings & Rankings• Task-based• Observational/Ethnographic• Video• Clicks and paths

New – Physiological• Eye tracking• Pupilometry• Galvanic skin response• Heart rates• EKG/ECG• EEG• Wave forms and conscious states e.g. Beta, Alpha, Theta, DeltaBlue – Emotional

• Affective data• Facial recognition• Not decoupled from other data• Emotion first

Holy Data Analysis!

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But, the data is… The data are!

Presentation of Evidence

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Exploring the Future of Usability Testing & UX

Research

Usability testing first applied in 1916, WWI - Weapon assembly

Curiosities about the history of Usability Testing

http://www.measuringu.com/blog/usability-history.php

1936 - Usability as a main feature of a fridge!

Curiosities about the history of Usability Testing

Change in Needs

2016: UXers are busy people...

The Automation of Testing

● We see a WHOLE lot more testing being done

● Companies that were doing some testing, now do much

more

● Companies that were never doing testing, now do it

● Software is helping automate the (tedious) process of

testing

● Enabled companies to scale their research, do more with

less

● Testing embedded in the design process (test early,

often, quickly, cost-effectively)

User Testing Automation

Other industries have automated

Customer SuccessMarketingCRM

Created by Scott Brinkerhttp://cdn.chiefmartec.com/wp-content/uploads/2016/03/marketing_technology_landscape_2016_3000px.jpg

http://cdn.chiefmartec.com/wp-content/uploads/2016/03/marketing_technology_landscape_2016_3000px.jpg

The FutureFast, in-the-wild, real-time, instant feedback & insights

On-the-go, multi-device, contextual

53

54

Cost-effective

“Imagine 1,000 such nuggets. Properly tagged, well defined, easily searched and found. Beats any report.”

Tomer Sharon

https://medium.com/@tsharon/the-atomic-unit-of-a-research-insight-7bf13ec8fabe#.zhiklvq58

UX Measurement & Benchmarking for the CMO Dashboard

Q&A

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