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Digital user experience specialists Yourmum featured in the Effective Digital Marketing Strategies workshop at the International Institute for Product and Service Innovation. The presentation discusses the benefits of having a user experience focus when designing websites/web applications etc and the process for effective digital user experience implementation .
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www.yourmumux.co.uk
UX you say…?
Craig Brewster
Founder of your mum
www.yourmumux.co.uk
• User Experience consultancy
• Specialising in UX research, UX planning and user testing
• Based in Leamington Spa
• In business for nearly 4 years
• A cooperative approach to working
• Four ”Full-timers”
• Approximately six other specialists
• Mainly UK with some overseas work
Who’s your mum?
www.yourmumux.co.uk
We do UX for all kinds of people
www.yourmumux.co.uk
…for all kinds of devices
www.yourmumux.co.uk
20 mins - me talking
40 mins - you trying it out
A tale of two sessions
www.yourmumux.co.uk
What is UX?
www.yourmumux.co.uk
• UX
• CX
• UE
• UI
• IA
• UCD
• UID…
• … Plan for what users want before making anything!
Acronym anybody?
www.yourmumux.co.uk
Your users will go on a journey, don’t make it muddy
www.yourmumux.co.uk
• EffectiveThey get there, you improve conversion
• EfficientThey get there quickly and without fuss, you improveretention
• RewardingThey feel warm and fuzzy about it, you improveadvocacy
We’re not being altruistic
www.yourmumux.co.uk
UX works best in iterations
www.yourmumux.co.uk
UX works best in iterations
• User focus groups
• User surveys
• Stakeholder workshops
• Competitor analysis
• Heuristic reviews
• Content audits
• Analytics analysis
www.yourmumux.co.uk
UX works best in iterations
www.yourmumux.co.uk
UX works best in iterations
• Personas
• User journeys
• Information architecture
• Sketches and wireframes
• Prototypes
• Functional specifications
• Content matrices
• Multichannel strategies
www.yourmumux.co.uk
UX works best in iterations
www.yourmumux.co.uk
UX works best in iterations
www.yourmumux.co.uk
A case study
www.yourmumux.co.uk
Workshop
www.yourmumux.co.uk
Analytics
www.yourmumux.co.uk
User survey
www.yourmumux.co.uk
Competitor research
GeneralSpecialist
Small
Large
www.yourmumux.co.uk
• Simple, one-page website
• Strong visual identity
• Personality in our content
• Who we are, what we do, our clients
• Simple route to contact us
• Mobile-enable
• Links to and from social media
Conclusions
www.yourmumux.co.uk
Journeys
www.yourmumux.co.uk
Sketches
www.yourmumux.co.uk
Wireframes
www.yourmumux.co.uk
User survey
www.yourmumux.co.uk
Beta website
www.yourmumux.co.uk
• Inject a bit of humour
• Add “Featured supplier” badge
• Add more client testimonials
• Link to case studies
• Add map and contact information
• Link to blog posts
Revisions
www.yourmumux.co.uk
Live website
www.yourmumux.co.uk
• Stronger identity
• Consistency across channels
• Equal to competitors
• Improved SE rankings
• Increased traffic
• Increase in conversions
Results
www.yourmumux.co.uk
Your turn…
www.yourmumux.co.uk
1. PersonasSpend some time getting in to the shoes of your user. Think about howthey might browse the internet, what they want to get from a website,and what sort of factors will influence their choice of restaurant
2. Competitor reviewLook at a competitor website from your user’s perspective. What areyour first impressions? What’s does the site do really well? What’sfrustrating? What’s missing that you’d expect to see?
3. Information ArchitectureIf you were building a restaurant website with your user in mind, whatwould your homepage look like?
You own a restaurant in Cambridge…
www.yourmumux.co.uk
In summary
www.yourmumux.co.uk
To recap
www.yourmumux.co.uk
Before you design or build anything:
• Ask questions Polldaddy / Survey Monkey
• Do your research Econsultancy / Hoovers / Alexa
• Sketch your ideas Pads, Post-its and Sharpies!
• Prototype first Axure / Balsamiq / Justinmind
• Test your ideas Treejack / Usabilla / WUD
• But above all else… Don’t be precious!
A few things to take away
www.yourmumux.co.uk
Research
• User focus groups
• User surveys
• Usability testing
• Stakeholder workshops
• Competitor analysis
• Heuristic reviews
• Content audits
• Analytics analysis
…and call on the professionals if you need help
Planning
• Features matrices
• Personas
• User journeys
• Information architecture
• Content matrices
• Wireframes
• Prototypes
• Functional specifications
• Multichannel strategies