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Designing Experiences that Drive Consumer Engagement

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Ashley Dzick

This document discusses user experience (UX) and why it is important for driving consumer engagement. It defines UX as everything that impacts the user, including usability, interfaces, workflows, errors and more. The document emphasizes that everyone in an organization is responsible for UX, including UX teams, developers, customer support, and management. It describes common UX team roles like UX designers, researchers, and architects. It also provides examples of metrics and methods for measuring the impact of UX, such as usability testing, analytics, and multivariate testing.

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Designing Experiences That Drive Consumer Engagement
Project Execution Solution Design Software Development Application Development Emerging Technology Cloud Delivery Data Architecture Internet of Things Natural Language Processing Technology Strategy Cloud Strategy IT Assessment Digital Delivery
Agenda • A quick overview of user experience (ux) and why it matters • Who is responsible for good ux • Measuring return on investment in ux • Who belongs on a user experience team
What is UX?
User Experience is Everything that Impacts the User.
User Experience is • Basic Usability • Interface • Workflows • Interactions, Gestures • Errors, Messaging • Responsiveness • Colors and Overall Aesthetics • Performance and Speed • Software Bugs and Reliability • Content, Voice and Tone • Brand Personality • Images, Video and Media • Customer Service • Everything that impacts the user
UX Considerations • Internal and External consistency among products • Technology limitations and responsiveness • Environmental factors • Inclusive design best practices • Human form factors • Psychology of design and human behaviors
Why UX Matters
“90% of users reported they stopped using an app due to 
 poor performance” AppDynamics - App Attention Span Report
“The higher the quality of a firm’s customer experience, the less likely it is to lose sales to competitors” Forrester - The Business Impact Of Customer Experienc
“An estimated 50% of engineering time is spent on doing rework that could have been avoided” Human Factors International via usability.gov
“UX research’s real value is in helping to reduce uncertainty” AirBnB via fastcodedesign.com
Mobile-First SEO • Google is slowly pushing towards mobile-first search results • Changes are rolling out starting in January of this year • Mobile versions of websites will take precedence over desktop • Requirement that “people will be able to load all pieces of content on your page, read the text without having to zoom or scroll, and interact with any buttons present"
So what can we do? • Similar to Maslow’s Hierarchy of Needs • Creates more incentive to use product as you move up the pyramid Functional Reliable Usable Pleasurable
Who is responsible?
User Experience is • Basic Usability • Interface • Workflows • Interactions, Gestures • Errors, Messaging • Responsiveness • Colors and Overall Aesthetics • Performance and Speed • Software Bugs and Reliability • Content, Voice and Tone • Brand Personality • Images, Video and Media • Customer Service • Everything that impacts the user
Who is responsible? • User Experience Team: Basic Usability, Interface, Interactions, Gestures, Errors, Messaging, Responsiveness, Colors and Overall Aesthetics, Images, Icons • Developers: Performance and Speed, Software Bugs and Reliability • Branding: Content, Tone, Voice, Brand Personality • Customer Service Team: Support quality and response time • Management: Creating a company culture where everyone prioritizes the overall user experience
UX Team Roles
Typical Team Roles • User Interface Developer • UX Designer • UX Researcher • UX Architect • Graphic Designer • Business Analyst
Business Acumen User Focus Strategy Implementation UX Architect UX Researcher UX Designer Graphic Designer User Interface Developer
User Interface Developer • Front-end focused developer with an eye for UX • Pairing a UI Developer with UX results in faster dev cycle • May make some UX decisions on their own • Variants: Front-end developer, UX Developer
Materialize Bootstrap Foundation HTML Boilerplate UI Starter Kits
UX Designer • Person focused on producing responsive design deliverables and making stylistic choices • In agile, works alongside the development team to produce sprint deliverables • Can be a “catch all” term for everyone in UX • Variants: Product Designer, Visual Designer (not always), Customer Experience (CX) Designer, XD Designer (Experience Designer)
versus Graphic Designer • More focused on marketing and email collateral • Traditionally more experienced with color and layout, less experienced with design psychology • Reports through marketing and not technology team
Conceptual Concrete
UX Researcher • Person in charge of validating design decisions • Specialist traditionally found on larger teams • Focused on usability testing, a/b testing, field research and any other research the team needs
versus Quality Assurance • QA focuses on system testing, bug reporting and tracking and ensuring requirements are met • Rarely meet and test with end users • May do testing to ensure product produced by developers matches what the user experience team creates
UX Architect • More senior user experience person focused on overall user experience strategy • Works with management and users to understand product and feature needs • Produces style guides or other design strategies, overall testing strategy and cadence • Mentors junior UX team members • Variants: UX Lead, UX Strategist, Principal Visual Designer, UX Analyst
Designing Experiences that Drive Consumer Engagement
Designing Experiences that Drive Consumer Engagement
Designing Experiences that Drive Consumer Engagement
UX versus BA • Both analyze functionality and needed features with an eye towards users and business • User Experience should empathize with users, whereas Business Analysts should focus on business needs • UX should be strong with communication through sketching and visual design; BA should be strong with writing analysis and requirements
Designing Experiences that Drive Consumer Engagement
Measuring UX
Establish Metrics Overall Site Performance Time spent on rework (dev + design) Reported User Satisfaction Returning Users
Usability Testing • “Low hanging fruit” of user experience testing • Identify how easy your product is to use, how long it takes to complete tasks and overall satisfaction • Typically done with 5-8 participants — can find 80% of problems • For best results, conduct with “average” users and not a “power” user • Can be done at any point in design/development process
Results Snapshot Testing Plan
Analytics • Continuous System Testing • Very inexpensive when built into the system • Finds where customers get stuck or leave, what kind of devices and browsers you need to support • Ability to include events — measure almost anything
Multivariate Testing • Tests 2 or more variants of something • Useful for testing content, copy and overall website refinement • Completely quantitative and measurable data • Amazon runs 70-100+ variants of their website every day
Other Research • Field Research • Competitive Analysis • Industry Analysis • Accessibility Testing • Eye-tracking • Clickstream Analysis • Design Sprints Less Common in UX: • Surveys • Focus Groups • Interviews • Diary Studies
Competitive Analysis
Designing Experiences that Drive Consumer Engagement
Accessibility Audit Results Snapshot
Get in Touch adzick@safenetconsulting.com ashleydzick ! " rvarilla@safenetconsulting.com 414-271-5373
Questions? #

More Related Content

Designing Experiences that Drive Consumer Engagement

  • 1. Designing Experiences That Drive Consumer Engagement
  • 2. Project Execution Solution Design Software Development Application Development Emerging Technology Cloud Delivery Data Architecture Internet of Things Natural Language Processing Technology Strategy Cloud Strategy IT Assessment Digital Delivery
  • 3. Agenda • A quick overview of user experience (ux) and why it matters • Who is responsible for good ux • Measuring return on investment in ux • Who belongs on a user experience team
  • 5. User Experience is Everything that Impacts the User.
  • 6. User Experience is • Basic Usability • Interface • Workflows • Interactions, Gestures • Errors, Messaging • Responsiveness • Colors and Overall Aesthetics • Performance and Speed • Software Bugs and Reliability • Content, Voice and Tone • Brand Personality • Images, Video and Media • Customer Service • Everything that impacts the user
  • 7. UX Considerations • Internal and External consistency among products • Technology limitations and responsiveness • Environmental factors • Inclusive design best practices • Human form factors • Psychology of design and human behaviors
  • 9. “90% of users reported they stopped using an app due to 
 poor performance” AppDynamics - App Attention Span Report
  • 10. “The higher the quality of a firm’s customer experience, the less likely it is to lose sales to competitors” Forrester - The Business Impact Of Customer Experienc
  • 11. “An estimated 50% of engineering time is spent on doing rework that could have been avoided” Human Factors International via usability.gov
  • 12. “UX research’s real value is in helping to reduce uncertainty” AirBnB via fastcodedesign.com
  • 13. Mobile-First SEO • Google is slowly pushing towards mobile-first search results • Changes are rolling out starting in January of this year • Mobile versions of websites will take precedence over desktop • Requirement that “people will be able to load all pieces of content on your page, read the text without having to zoom or scroll, and interact with any buttons present"
  • 14. So what can we do? • Similar to Maslow’s Hierarchy of Needs • Creates more incentive to use product as you move up the pyramid Functional Reliable Usable Pleasurable
  • 16. User Experience is • Basic Usability • Interface • Workflows • Interactions, Gestures • Errors, Messaging • Responsiveness • Colors and Overall Aesthetics • Performance and Speed • Software Bugs and Reliability • Content, Voice and Tone • Brand Personality • Images, Video and Media • Customer Service • Everything that impacts the user
  • 17. Who is responsible? • User Experience Team: Basic Usability, Interface, Interactions, Gestures, Errors, Messaging, Responsiveness, Colors and Overall Aesthetics, Images, Icons • Developers: Performance and Speed, Software Bugs and Reliability • Branding: Content, Tone, Voice, Brand Personality • Customer Service Team: Support quality and response time • Management: Creating a company culture where everyone prioritizes the overall user experience
  • 19. Typical Team Roles • User Interface Developer • UX Designer • UX Researcher • UX Architect • Graphic Designer • Business Analyst
  • 20. Business Acumen User Focus Strategy Implementation UX Architect UX Researcher UX Designer Graphic Designer User Interface Developer
  • 21. User Interface Developer • Front-end focused developer with an eye for UX • Pairing a UI Developer with UX results in faster dev cycle • May make some UX decisions on their own • Variants: Front-end developer, UX Developer
  • 22. Materialize Bootstrap Foundation HTML Boilerplate UI Starter Kits
  • 23. UX Designer • Person focused on producing responsive design deliverables and making stylistic choices • In agile, works alongside the development team to produce sprint deliverables • Can be a “catch all” term for everyone in UX • Variants: Product Designer, Visual Designer (not always), Customer Experience (CX) Designer, XD Designer (Experience Designer)
  • 24. versus Graphic Designer • More focused on marketing and email collateral • Traditionally more experienced with color and layout, less experienced with design psychology • Reports through marketing and not technology team
  • 26. UX Researcher • Person in charge of validating design decisions • Specialist traditionally found on larger teams • Focused on usability testing, a/b testing, field research and any other research the team needs
  • 27. versus Quality Assurance • QA focuses on system testing, bug reporting and tracking and ensuring requirements are met • Rarely meet and test with end users • May do testing to ensure product produced by developers matches what the user experience team creates
  • 28. UX Architect • More senior user experience person focused on overall user experience strategy • Works with management and users to understand product and feature needs • Produces style guides or other design strategies, overall testing strategy and cadence • Mentors junior UX team members • Variants: UX Lead, UX Strategist, Principal Visual Designer, UX Analyst
  • 32. UX versus BA • Both analyze functionality and needed features with an eye towards users and business • User Experience should empathize with users, whereas Business Analysts should focus on business needs • UX should be strong with communication through sketching and visual design; BA should be strong with writing analysis and requirements
  • 35. Establish Metrics Overall Site Performance Time spent on rework (dev + design) Reported User Satisfaction Returning Users
  • 36. Usability Testing • “Low hanging fruit” of user experience testing • Identify how easy your product is to use, how long it takes to complete tasks and overall satisfaction • Typically done with 5-8 participants — can find 80% of problems • For best results, conduct with “average” users and not a “power” user • Can be done at any point in design/development process
  • 38. Analytics • Continuous System Testing • Very inexpensive when built into the system • Finds where customers get stuck or leave, what kind of devices and browsers you need to support • Ability to include events — measure almost anything
  • 39. Multivariate Testing • Tests 2 or more variants of something • Useful for testing content, copy and overall website refinement • Completely quantitative and measurable data • Amazon runs 70-100+ variants of their website every day
  • 40. Other Research • Field Research • Competitive Analysis • Industry Analysis • Accessibility Testing • Eye-tracking • Clickstream Analysis • Design Sprints Less Common in UX: • Surveys • Focus Groups • Interviews • Diary Studies
  • 44. Get in Touch adzick@safenetconsulting.com ashleydzick ! " rvarilla@safenetconsulting.com 414-271-5373