DMA’sSocial Media Operations Center

& User Experience

DMA’sSocial Media Operations Center

& User Experience

@BradKimberlyDoD Production & News

March 28, 2017 1

Social Media Ops CenterSocial Media Ops Center• SMOC Team TDY to NYC

– Focus on Social-Broadcast Integration– Visited CNN, GMA, Air Force NYC, Today

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Social Media Ops CenterSocial Media Ops Center

• Presentation1. Studio Space for Social Media2. Determine Industry Best Practices3. Develop Universal Service Concept

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Social Media Ops CenterSocial Media Ops Center

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Social Media Ops CenterSocial Media Ops Center

• Collaboration1. Space for Social Media Collaboration2. Integrate Social Intelligence Tools3. One Vision, One Voice

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Social Media Ops CenterSocial Media Ops Center

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Social Media Ops CenterSocial Media Ops Center

What’s the Reality?

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Social Media Ops CenterSocial Media Ops Center

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Social Media Ops CenterSocial Media Ops Center

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Social Media Ops CenterSocial Media Ops Center

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Social Media Ops CenterSocial Media Ops Center

DEMO

(EXP) (EXP) (EXP) / (SPR)

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The User Experience: Highlights and The Way Forward

The User Experience: Highlights and The Way Forward

@BradKimberlyDoD Production & News

March 28, 2017 12

AgendaAgenda

• What It Is

• What We Learned

• What’s DMA Doing?

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What It IsWhat It Is

• Nielsen Norman Group User Experience (UX) Conference

• Typically, 5-7 Days of Seminars• Earn UX Certification in 5 Days

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What It IsWhat It Is

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What It IsWhat It Is

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What It IsWhat It Is

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What We LearnedWhat We Learned

Elements of User Interface Design• Visual Design: how it looks• Interaction Design: how it works• Information Architecture: how it’s

organized• Content: what it says & how it sounds• Functionality: what it does

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What We LearnedWhat We Learned

• Doesn’t matter if I like it if I’m not the target user.

• Understand your users– Who are they? – What are they trying to accomplish?

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What We LearnedWhat We Learned

• Users go to sites/apps for a very specific purpose.

• Usability testing is an essential part of the development process.

• Even small tweaks can make a huge difference.

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What We LearnedWhat We Learned

• UX is a process.

• UX research and design implementation saves money.

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What We LearnedWhat We Learned

• If you solve the wrong problem, it doesn’t matter how well you solve it.

• Need to watch users interact with sites or software to truly understand how they use the product.

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What’s Next: DgovWhat’s Next: Dgov

• Is Defense.gov meeting … … OSD’s business goals?… the user’s needs?

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What’s Next: DgovWhat’s Next: Dgov

• Make sure we are reaching correcttarget audience on Defense.gov

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What’s Next: DgovWhat’s Next: Dgov

• Primary audience for Defense.gov– 71% Male– 65% are 45+ – 5% serving military member– 11% military family member– 6% are DOD Civilian

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What’s Next: DgovWhat’s Next: Dgov

• Visitors want– 19% came for military news– The rest came to:

• Find contract awards• Contact DOD• Find education resources• See photos

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What’s Next: DgovWhat’s Next: Dgov

• Determine best practices for display of editorial content on Defense.gov

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What’s Next: SocialWhat’s Next: Social

• Use the UX training to bring better social integration to Defense.gov

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Migration and Redesign Timeline

UX Phase 1 –Research, Audit and Content Goals

UX Phase 2 –Research cont., Design, Test, and Adjust

Hi-fidelity Mock-up complete mid-monthContractors & Developers review design specs

Design module template approval

Design module template approval cont.Build Site with new CMS

Add Content

UX Phase 3 –Final changes

LAUNCHFEB 1

Build Site with new CMS

JUNJUL

AUG

SEP

OCT

NOV

DEC

JAN2017

What’s Next: All HandsWhat’s Next: All Hands

RecapRecap

• What It Is• What We Learned• What’s DMA Doing?

Questions?30

DMA’sSocial Media Operations Center

& User Experience:

DMA’sSocial Media Operations Center

& User Experience:

@BradKimberlyDoD Production & News

March 28, 2017 31