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Introduction to User Experience Design
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Lynn Teo Creative Director, Experience Design SapientNitro New York
Experience Design An introduction of concepts and methods
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+Experience Design – let’s start at the basics
n What does “experience” mean to you?
n When you think of the best experiences you’ve had, what makes them memorable?
L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
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+Once-in-a-lifetime or past experiences
L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
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+Experiences tied to quality & style
L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
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+Experimentation and try-before-buy
L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
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+Melding of virtual and real world
L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
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+No-frills but efficient is an experience
L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
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+What is Experience Design?
n Starts by uncovering the consumer’s journey and then identifies potential brand engagement touch points
n Recognizes and acknowledges consumer’s needs, wants, and emotions
n Is channel-agnostic
n Ultimately dovetails with business strategy
L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
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+3 Key Concepts in Experience Design
L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
Audience
Touchpoint Context
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+3 Key Concepts in Experience Design
L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
Audience
Touchpoint Context
• Who is your consumer? • Are they prospects or
existing customers? • What are their needs
and objectives?
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+3 Key Concepts in Experience Design
L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
Audience
Touchpoint Context
• What is the consumer’s journey?
• What are the strengths of each channel touchpoint
• Where are the handoffs?
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+3 Key Concepts in Experience Design
L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
Audience
Touchpoint Context
• Are there any challenges in trying to engage with the consumer?
• What are the consumer’s priorities?
• What will they do next?
+Creating Integrated Campaigns
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+Audience
n Who are you speaking to?
n Are you trying to: n Persuade n Inform n Entertain n Influence n Get the consumer to modify their behavior
n What should the message be?
L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
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+Audience
n What research are you conducting to understand your consumer?
n Some methods to use n Ethnography (or other Primary Research) n Secondary Research n Surveys n Focus Groups
L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
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+Audience
L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
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+Touchpoint
n What channels are the consumers using?
n Is the mode of user behavior different at each channel?
n Are there patterns in the journey where n Specific “channel pairs” occur? n Tasks are commonly performed across a large
% of your consumers?
L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
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+Touchpoint
n How are you documenting the consumer’s journey?
n Some methods to use n Taskflows n Narratives n Storyboards
n What are the unique opportunities offered by each channel?
L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
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+Touchpoint
L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
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+Context
n What is the consumer’s situation when they are interacting with each touchpoint?
n Things to look out for n Triggers n Pain points n Environmental influences n User priorities n Distractions or points of disengagement
L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
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+Context
n Are you creating campaigns that take into account the user’s context?
n Some considerations n Search keywords used n Point of entry to your message n Personalization n Tracking and monitoring the consumer’s
behavior
L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
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+Context
L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
Ways to locate projects – for online users
Ways to locate projects – for TV viewers
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+Context
L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
DIY homepage – feature area for weekdays
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+Context
L. Teo | Miami Ad School “Industry Hero” Oct 25 – 28 | User Experience Design
DIY homepage – feature area for weekends
+Thank you It was a pleasure to be here today!
Lynn Teo lynnteo@yahoo.com www.linkedin.com/in/lynnteo
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