Personal UX is the only UX that matters (UX Australia 2018)

User Experience at its most fundamental requires designers to understand our audience. We usually do this by creating segments based on personas, scenarios and journeys, but what if you want to design a personal experience for each individual member of your audience?

This talk explores how to design for every person in your audience, inferring attributes of a user based on what they do, and then designing experiences to verify those assumptions and continually build an individual’s profile. It also looks at how to design and match your content to users, how to avoid being creepy and what to test and measure to make sure you’re on the right track.

Transcript

1. Personal UX is the only UX that matters Andrew Harrison UX Australia, August 2018
2. It’s using everything we know about you to inform the next interaction you have with us. Isn’t just Hi, Malcolm at the top of an email. Isn’t just recommended products based on your purchases.
3. You interact with us We learn something about you We show you more relevant information
4. Over and over again at every interaction big or small across every channel
5. Implicit Observed Behavioural Assumed Explicit Claimed Preferential Verified
6. Do Say
7. Build audience profiles gradually Understand context of each touchpoint
8. Start with what you do Design to trade value for information
9. Solid and transparent content strategy Tell the same story through consistent design language
10. Avoid being creepy on the way Allow for customisation
11. Known Anonymous Visit website Assigned to segment Targeted for advertising on social Register for Open Day Receive Open Day email comms Plan your day online Attend Open Day Post-event comms + Science + Engineering + Australian - Victorian + English speaker + Bachelor degrees + Personal details + Business + Year 12 + Engagement ++ Australian - Victorian ++ Engagement ++ Business - Engineering x Science Livechat
12. Personalisation extends research and empathy being at the heart of experience design.
13. Evolves the experience from completing a transaction to creating a relationship.
14. THANK YOU