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MinneWebCon 2017: Separating the user from the brand

MinneWebCon 2017: Separating the user from the brand

Amy Grace Wells

May 02, 2017

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  1. ABOUT ME ➤ Marketing/Content Strategy/ User Experience ➤ Master’s in

    Higher Education ➤ Master’s in User Experience Design (soon!) ➤ REALLY big research nerd ➤ Crazy cat lady ➤ @amygracewells 2
  2. SO WHAT ARE WE DOING TODAY? ➤ Select and create:

    ➤ user tasks ➤ useful personas ➤ user journey ➤ Use this information to: ➤ develop a rough message architecture that combines the needs of the user with organization goals ➤ use card sorting to validate 3


    PROGRAM THAT THEY WERE LOOKING FOR Source: Nielsen Norman Group study 5
  5. “Usability: The extent to which a product can be used

    by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use. 6
  6. “Branding is the art of aligning what you want people

    to think about your company with what people actually do think about your company. And vice-versa. Jay Baer 7
  7. USER GOALS VS. TASKS ➤ Car rental company ➤ Task

    is to rent car easily.
 Solution: provide quick and simple procedure for renting a car. ➤ Goal is to have a great vacation in other country.
 Solution: besides easy car renting, provide a customer with a country map, list of sightseeing, hotels, and restaurants. 10
  8. CREATING GREAT USER GOALS ➤ Story about a user. When

    driving along unfamiliar roads, I often catch a glimpse of an interesting-looking shop or restaurant. Unfortunately, I am usually on my way to an appointment, it is unsafe to pull over or the place is closed. It would be great if I had some way to remember the name of the place or its location so I could research it and return if I want. ➤ User story. As a driver who frequently travels in unfamiliar areas, I want the ability for my GPS to record my current location so that I can remember interesting places. ➤ Request. I wish I could remember my car’s current location when I am driving along an unfamiliar route. That way if I see someplace interesting, I can easily locate it later. ➤ User goal. I would like to be able to return to interesting-looking shops, restaurants or locations that I encounter while driving in unfamiliar areas. http://pragmaticmarketing.com/resources/get-to-the-user-goal 11
  9. ACTIVITY: USER GOALS ➤ Choose three to five of your

    top user tasks or goals. ➤ For each, explain the user motivations and likely emotions. ➤ For each, jot down how you can support that goal or how the user completes it. 12
  10. EFFECTIVE PERSONAS ➤ Represent a major user group for your

    website ➤ Express and focus on the major needs and expectations of the most important user groups ➤ Give a clear picture of the user's expectations and how they're likely to use the site ➤ Aid in uncovering universal features and functionality ➤ Describe real people with backgrounds, goals, and values https://www.usability.gov/how-to-and-tools/methods/personas.html 15
  11. CREATING EFFECTIVE PERSONAS ➤ Conduct user research: Answer the following

    questions: Who are your users and why are they using the system? What behaviors, assumptions, and expectations color their view of the system? ➤ Condense the research: Look for themes/characteristics that are specific, relevant, and universal to the system and its users. ➤ Brainstorm: Organize elements into persona groups that represent your target users. Name or classify each group. ➤ Refine: Combine and prioritize the rough personas. Separate them into primary, secondary, and, if necessary, complementary categories. You should have roughly 3-5 personas and their identified characteristics. ➤ Make them realistic: Develop the appropriate descriptions of each personas background, motivations, and expectations. Do not include a lot of personal information. Be relevant and serious; humor is not appropriate. 16
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  13. ACTIVITY: DEVELOP A UX PERSONA ➤ Choose a user group

    based on tasks/goals. ➤ Describe their motivations, behaviors, and/or beliefs. ➤ Add in emotional states as related to your org or goals. ➤ Add other valuable information such as affiliation to your organization, interests, etc. 20
  14. WHAT IS A USER JOURNEY? ➤ A user journey is

    a series of steps (typically 4-12) which represent a scenario in which a user might interact with the thing you are designing. They can be used for 2 main things: ➤ Demonstrating the way users currently interact with the service / website / product ➤ Demonstrating the way users could interact with the service / website / product http://theuxreview.co.uk/user-journeys-beginners-guide/ 22
  15. BENEFITS ➤ Demonstrating the vision for the project ➤ They

    help us understand user behavior ➤ They help identify possible functionality at a high level ➤ They help you define your taxonomy and interface 23
  16. WHAT TO INCLUDE ➤ Context – Where is the user?

    What is around them? Are there any external factors which may be distracting them? ➤ Progression – How does each step enable them to get to the next? ➤ Devices – what device are they using? Are they a novice or expert? What features does the device have? ➤ Functionality – What type of functionality are they expecting? Is it achievable? ➤ Emotion – What is their emotional state in each step? Are they engaged, bored, annoyed? 24
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    your user goals and persona. ➤ Sketch out the steps to complete. ➤ Add in emotional states. ➤ Add other contextual information such as pain points or required functionality. 29
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  24. “A message architecture is an outline or hierarchy of communication

    goals that reflects a common vocabulary. Margot Bloomstein 35
  25. ACTIVITY: WHO YOU ARE ➤ Choose three separate words that

    are the core of your organization. ➤ For each word, write three statements that support that attribute. ➤ For each statement, write a sample sentence or content chunk that would represent voice/tone. ➤ Example: supportive ➤ We have a 5 to 1 student to advisor ratio to ensure each student receives attention. ➤ Our faculty receive top teaching awards from ➤ Our living/learning communities pair students with peer and faculty mentors. 38
  26. ACTIVITY: WHO YOU ARE NOT ➤ Choose three separate words

    that are the opposite of your organization or that you want to diminish. ➤ For each word, write three examples of what you do not do. ➤ For each word, write a sample sentence or content chunk that would represent voice/tone. ➤ Example: arrogant ➤ We do not brag without concrete and citable evidence. ➤ We do not diminish others for our own gain. ➤ We do not exclude others to make ourselves look better. 39
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  29. ACTIVITY: CONFIRM WITH CARD SORT ➤ Choose 10 words that

    both represent and do not represent your brand or organization. ➤ Create teams of three and practice by have two complete your card sort. 46
  30. USERS VS. STAKEHOLDERS ➤ Stakeholders often have a difficult time

    removing themselves from the equation. ➤ Do they directly contribute to goal success? (donations, memberships, applications) ➤ Do they represent your user groups? ➤ Do they use your website for the same things as your users? 48

    own your brand. Their experiences dictate brand attributes. ➤ They will always believe their experience, not what you tell them. (think nonverbal vs. verbal communication) ➤ If your users can easily complete their goals, they will be more receptive to brand messages. ➤ Good user research does not lie. 49
  32. ACTIVITY: SELL TO STAKEHOLDERS ➤ Pair up. ➤ One person

    will act as stakeholder (dean, VP , president, etc.) ➤ Don’t be too easy on your partner. Give them a few objections to help them practice. ➤ The other person will report on their user research, show documentation and tools created (persona/user journey) and tie it organization goals. 50
  33. CHECK THESE OUT ➤ https://www.usability.gov/what-and-why/user-research.html ➤ Online card sorting through

    Optimal Workshop ➤ Validately for usability testing ➤ Content Strategy at Work by Margot Bloomstein ➤ https://www.amazon.com/Content-Strategy-Work-Real- world-Interactive/dp/0123919223/ ➤ Nielsen/Norman Group https://www.nngroup.com/articles/ 52