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CREATING SEAMLESSUSER EXPERIENCES
HUB & SPOKE
CREATING SEAMLESS USER EXPERIENCES 2
Userexperiencedesignisacollaborativeprocess
involvingseveraldisciplinesthatcreatesdesign
productsuserswanttousetointeractwithyour
business,regardlessoftheplatformtheyaredelivered
on.Inlighterterms,thatmeansuserexperience
placesfocusongivingyourcompanyaunified
messagecreatingabrandusersfeelcomfortablewith
andwanttoengagewith.
Explainervideoshavebeenproventoincrease
conversionrates;theyexplainwhatyourbusiness
doesinafun,yetinformativeway,andpeopleshare
themacrosstheirsocialmediaplatforms,increasing
yourbrandawarenessandexposure.
USERS COME FIRST
Astheterm“userexperience”wouldsuggest,the
usercomesfirstinthedesignprocess.Whetherthe
productiswebdesign,printdesign,videoproduction,
photographyoracombinationofanyorallofthese,
thefocusisonhowtheuserwillperceivethem.Will
theuserfindthemappealing?Willtheuserwantto
becomearegularvisitorofyourwebsite?Willthe
CREATING SEAMLESSUSER EXPERIENCES
CREATING SEAMLESS USER EXPERIENCES 3
userwanttobuytheproductorusetheserviceyour
companyprovides?Userexperiencedesignaims
tohavearesounding“yes”astheanswertothose
questions.
Withuserscomingfrommultipleplatformssuchas
desktops,mobilephonesandtablets,itismore
importantthanevertohaveaconnectedbrand
thatuserswillidentifywithregardlessofhowthey
areapproachingyou.Yourunifiedmessageshould
translatejustaseasilytoabrochure,forexample,that
theuserwouldholdintheirhand.
DESIGNING WITH USERS IN MIND
“Userexperience”wasfirstconceivedbyDr.Donald
Norman,acognitivescienceresearcher.Hewasthe
firsttostatethat“designdecisionsshouldbebased
ontheneedsandwantsofusers.”Sincewemarket
ourbusinessestogenerateinterestinourproducts
andservices,itmakessensethatwewouldcreateour
brandidentityandunifiedmessagewiththeuserin
mind.
Userexperienceinvolvesdesigningwithusersinmind
ratherthansimplycreatingadesignbasedsolely
onyourbusinessmodel.Thepointtoanymarketing
programisultimatelytoattainthegoalsyouhaveset
outforyourbusiness,butintoday’sbusinessworld,
thefocushasshiftedtotheuserandwhattheywant,
orwhattheythinktheywant,whentheyseeyour
brand.
Therearemanywaysuserexperiencedesignerscan
learnwhatwillappealtoyourcustomers,andoften
severalofthesemethodswillbeemployedtogain
valuableinsight.Focusgroups,personadevelopment
anduserinterviewsareafewofthemethodsthat
generateideasfordesigningwithusersinmind.Itmay
seemadauntingandexpensiveprocess,butitisone
ofthemostimportantstepsyouwilltakeincreating
connectedbrandsyouruserswillreturntotimeand
again.
Actualdesignelementsarecreatedbasedon
informationlearnedfromthetargetedusers;this
wherelogodesignandcolorscomeintoplayaswell
asfontstylesthatwillappealtoyourusersandbring
yourbusinesstomind.Topointouttheeffectiveness
ofthisportionofthedesignforyourunifiedmessage,
thinkofthecolorsredandyellow,andtheletter‘M.’
Userscanidentifythecorporationbeingreferenced
immediately.
CREATING SEAMLESS USER EXPERIENCES 4
HOW USER EXPERIENCE CONNECTS BRANDS AND USERS
Userexperienceinvolvesconnectingbrandswithan
interfacethatisaccessibleanddesirabletousers.
Puttingyourcompany’svisualproperties,designand
languageinsynccreatesaconnectedbrandwhich
givesyouaunifiedmessagewhetheritisonyour
website,inavideoorinprintedmatter.Theinterface
portionistheflowyourcustomerwillexperience
whencompletingthestepsthatareyourendgoal;a
sale,asign-up,orservicecontract,forexample.
Asyourconnectedbrandsrolloutandusersinteract
withthem,yourbrandidentitywillestablishitself.
Iftheuserexperienceisasmoothprocessand
providesthemwithsomethingtheyneedorwant,
theywillbecomeconnectedtoyourbrandthrough
anaturalprocessandcontinuetoassociateyour
brandwithagoodexperience.
THE BENEFITS OF ACUSTOM EXPERIENCE
Thefirstquestionthatcomestomindmightbe,
“Whatisahandcraftedexperience?”Thinkofitin
termsofwhyyoushouldtrustanexperttodevelop
youruserexperience.Anexpertinuserexperience
designwillworkwithyoutodevelopastrategyfor
yourbrandthatwillstrivetoreachthegoalsyou
havesetoutforyourbusiness.Fromthere,theright
expertwillhandcrafteachelementofthestrategy
tocreateadistinctandunifiedmessagethatwilltell
yourcompany’sstory.
Youmayfeelyourcompanydoesnotneedthe
servicesofuserexperiencedesigner,butaccording
toJoshPorterofBokardoDesign,“Thebiggest
misconceptionisthat[companies]haveachoice
toinvestintheirusers’experience.Tosurvive,they
don’t.”
USER EXERIENCES IN THE FUTURE: RESPONSIVE WEB DESIGN
“Daybyday,thenumberofdevices,platforms,and
browsersthatneedtoworkwithyoursitegrows.
Responsivewebdesignrepresentsafundamentalshift
inhowwe’llbuildwebsitesforthedecadetocome.”
AsstatedbyJeffreyVeen,VicePresidentofproducts
forAdobe.ThisreferstousersaccessingyourWeb
contentviasmartphones,tabletsandotherwireless
devicesthatcreatetheneedforcontentthatwillbe
user-friendlyacrossallofthoseplatforms.
Atonetime,Webdesignmeantcreatingpagesthat
werefasttoloadandlookedgoodoncetheydid.
Now,usersareaccustomedtocontent-rich,interactive
Webcontentthatdeliverstheinformationtheyseek.
Withamassiveswingtowardsmobilewebaccess,and
literallythousandsofdevicesbeingusedtoaccess
theWeb,responsivewebdesignisthekeytousers
beingabletoviewyourcontentnomatterwhatdevice
theyareusing.
Inlayman’sterms,responsivewebdesignisableto
querythetypeofresolutionbeingusedtoaccess
theWebcontentandadjuststhecontentaccordingly.
Asitethatmayhavethreecolumnsonadesktop
PCwithawidescreenmayonlyhaveonecolumn
onasmartphonescreen.Responsivewebdesign
eliminatestheneedtocreatemultitudesofappsfor
everytypeofplatformbeingusedtoaccessyour
content.
CREATING SEAMLESS USER EXPERIENCES 5
DOrememberthatuserexperience
designencompassesseveraldisciplines
andisacollaborationofmediadeliveries
suchasWebdesign,printdesign,video
productionandphotography.
DOunderstandthatwhileyourbusiness
objectivesarethefundamentalgoal,focus
isplacedontheuserthatwillbeusing
yourmarketingtools.
DON’Tconfuseuserexperiencewith
usability;thesearetwodistinctterms.
Userexperiencereferstotheemotional
response,whereasusabilityisthe
interface’seaseofuse.
DOknowthatuserexperiencedesignis
notlimitedtotechnology;itencompasses
allvisualelementsofyourbusiness.
DON’Texpectimmediatemeasurable
results;itdoestaketimeforyourunified
messagetoestablishyourbrandidentity.
DON’Tdismissthevalueofauser
experiencedesigner;anexpertwillguide
youwithconnectingyourbrandsinaway
thatappealsbesttoyourusers.
DOrealizetheWebandcontentdelivery
isanever-changinganimalthatrequires
responsivedesign,notstaticcontent.
DOworkcloselywithyouruser
experiencedesignteamtocreateabrand
youcanstandbehindandbeproudof!
DO’S AND DON’TS OF USER EXPERIENCE DESIGN
THE CASE FOR USER EXPERIENCE
ThomasMannstated,“People’sbehaviormakessense
ifyouthinkaboutitintermsoftheirgoals,needs,and
motives.”Althoughthisquoteisoveracenturyold,
itcertainlyrelatestouserexperienceandthegoals
behinduserexperiencedesign.Connectingbrands
anddeliveringthemtoyourusersinanefficientand
user-friendlymannerwilladdresstheirneedsas
outlinedinThomasMann’squote.
Userexperiencedesignisaprocessthatcreatesa
userexperiencethatevokesanemotionalresponse,
whichconnectsthemtoyourbrand.Itisabout
creatingagreatexperience,regardlessofthedelivery
platform,whichyouruserswantandneedtoreturn
tobecausetheyactuallyenjoyedtheexperienceand
havedevelopedasenseofloyaltytoyourbrand.Itis
aprocessthatisaboutconnectingbrandsthroughthe
useofcolorsandhandcraftedelementsthattellyour
company’sstoryandcreatesaunifiedmessageyour
userswillcometorelyonandimmediatelyassociate
withyourbrand.
CREATING SEAMLESS USER EXPERIENCES 3
Hungryformore?Thisisonlyatasteoftheknowledgethatwe
canbringtoyoutomaximizeyourusability.Wheatheryou’vegot
anideaorhavenoideawheretostart,we’reready.
Contactustodaytoscheduleyourriskfreeconsultationtolearn
moreaboutuserexperienceandhowHub&Spokecanconnect
yourbrand.
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