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300 UX professionals Bloomberg, AppNexus, the NYC UXPA and the IxDA of New York City for World Usability Day 2014 on Thursday, November 13th. Our all-star team of UX rock stars shared their perspectives on engagement models in user experience.
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#wud2014
@IxDA_NYC
@Bloomberg
@NYCUXPA
@AppNexus
#wud2014
@IxDA_NYC
@Bloomberg
@NYCUXPA
@AppNexus
The Basics
Network: AppNexusGuest
Password: an234guest
Don’t forget to put your phones on silent/vibrate!
#wud2014
@IxDA_NYC
@Bloomberg
@NYCUXPA
@AppNexus
ixdanyc.org
@IxDA_NYC
#wud2014
@IxDA_NYC
@Bloomberg
@NYCUXPA
@AppNexus
nycuxpa.org
@NYCUXPA
#wud2014
@IxDA_NYC
@Bloomberg
@NYCUXPA
@AppNexus
bit.ly/AN-UX
@AppNexus
#wud2014
@IxDA_NYC
@Bloomberg
@NYCUXPA
@AppNexus
www.bloomberg.com/ux
@Bloomberg
#wud2014
@IxDA_NYC
@Bloomberg
@NYCUXPA
@AppNexus
OUR SPEAKERS
David Whittle – Different Types of Engagement
Lis Hubert – Engagement Through Content Strategy: A Story
Chelsey Delaney – Engaging Users With Humor Design
Karen Pascoe – Design of the B2B2C Experience
Fahd Arshad – Success Stories in Engaging Stakeholders & SME’s
David Whittle,
Director of User Research
Engagement
What do we mean by
engagement?
Why does it matter?
What are people engaged with?
Measure the right things.
Thank you!
@mokus_ux
ENGAGEMENT THROUGH CONTENT STRATEGYA STORY
LIS HUBERT
@LISHUBERT
ELISABETHHUBERT.COM
ENGAGEMENT THROUGH CONTENT STRATEGYA STORY
LIS HUBERT
@LISHUBERT
ELISABETHHUBERT.COM
HELLO.
CONTENT STRATEGYONE WAY TO ENGAGE PEOPLE
WHAT IF?
ONCE UPON A TIME…
“NO STORY LIVES
UNLESS SOMEONE
WANTS TO
LISTEN.”~ J.K. ROWLING
Give Thy Thoughts No Tongue by Josh McGinn on Flickr
ENGAGEMENT
THANK YOU.
LIS HUBERT
@LISHUBERT
ELISABETHHUBERT.COM
Chelsey Delaney
Senior User Experience Consultant, Catalyst Group
www.catalystnyc.com
@chelsed
Engaging Users With
Humor Design
In this talk…
World Usability Day, New York | Thurs., Nov. 13, 2014
I. What is it?
II. Why use it?
III. How does it work?
IV. Three guidelines
V. Success
What is it?
Humor
World Usability Day, New York | Thurs., Nov. 13, 2014
“ … something unexpected,
the truth of which is
recognized.”
- Aristotle
UX Design
World Usability Day, New York | Thurs., Nov. 13, 2014
“ ‘User experience’
encompasses all aspects of
the end-user’s interaction
with the company, its
services, and its products.”
- Don Norman
Humor + UX Design
World Usability Day, New York | Thurs., Nov. 13, 2014
“Designing something
unexpected, the truth of
which is recognized, within
aspects of an end-user's
interaction with a company,
its services, and its products.”
Why use it?
Benefits of Humor Design
World Usability Day, New York | Thurs., Nov. 13, 2014
1. A collaborative, productive process
2. An engaging, meaningful product
3. A digital experience that engages
by way of the human experience
How does it work?
Well…
World Usability Day, New York | Thurs., Nov. 13, 2014
You can incorporate humor design into
your process AND your product.
First, the processA typical UX process
World Usability Day, New York | Thurs., Nov. 13, 2014
First, the processA UX process with humor
World Usability Day, New York | Thurs., Nov. 13, 2014
Then, the product
World Usability Day, New York | Thurs., Nov. 13, 2014
- Use a combination of design principles
and humor principles
- Say what?
Three guidelines(for humorous, engaging products)
1. Know your desired outcome.
World Usability Day, New York | Thurs., Nov. 13, 2014
- It’s not about you (being funny).
- Use humor only when it’s appropriate.
2. Create a “comic frame”.
World Usability Day, New York | Thurs., Nov. 13, 2014
- Humorous content needs humorous
context.
- Plan for sustainable humor, which
yields higher engagement.
World Usability Day, New York | Thurs., Nov. 13, 2014
World Usability Day, New York | Thurs., Nov. 13, 2014
World Usability Day, New York | Thurs., Nov. 13, 2014
3. Contrast audience expectations.
World Usability Day, New York | Thurs., Nov. 13, 2014
- Contrast is the key to design humor.
World Usability Day, New York | Thurs., Nov. 13, 2014
World Usability Day, New York | Thurs., Nov. 13, 2014
World Usability Day, New York | Thurs., Nov. 13, 2014
Success
Remember
World Usability Day, New York | Thurs., Nov. 13, 2014
Designing for humor and for
engagement is most successful when
the design is:
1. Useful
2. Natural
3. Memorable
World Usability Day, New York | Thurs., Nov. 13, 2014
Chelsey Delaney
Senior User Experience Consultant, Catalyst Group
www.catalystnyc.com
@chelsed
Thank you!
Design of the
B2B2C experience
Karen Pascoe
SVP User Experience, MasterCard
A word about APIs
Things you can do as a…
B2C
B2B
What is B2B2C?
Employees
Customers, Developers, Partners
Consumers
B2B2C solutionsJourney(s) mapping
Experience(s) Design
Reference Designs
Patterns & toolkit
Adopt A Customer
Here’s some of our stuff…
And a few more…
Next frontiers
Customer Experience Council
Design Council
Digital Vision
↓
The C-Suite conversation
Next frontiers
Customer Experience Council
Design Council
Digital Vision
↓
The C-Suite conversation
Thank You :)(and yes, we’re hiring, but only if you like Legos)
Highly Confidential
SUCCESS STORIES IN
ENGAGING STAKEHOLDERS & SME’S
Fahd Arshad
World Usability Day 2014
Head of UX Design for Financial Products
Bloomberg LP
Highly Confidential 67
IMPACT QUALITY
Why is Engagement Important?
Highly Confidential 68
Design Environment
Product managers are Subject-Matter Experts (SMEs);
Designers & Researchers are not.
Stakeholder believes they know the user.
Stakeholders are not UX-aware.
Highly Confidential
1. Be Holmes, Sherlock Holmes
Highly Confidential 70
Provide Insights to SMEs during Interviews
Elicit a “Morning coffee story”, probing on users’ context,
needs, and motivations, not just the tasks.
Record and sketch your interpretation of the narrative.
Highly Confidential
Highly Confidential
Highly Confidential 73
Interviews Drive Engagement
Help stakeholders gain insights on what they already know,
and recognize what they don’t know.
Move them from “fix this” and “build that” to deeper
analysis. This leads to innovative thinking.
Highly Confidential
2. Play Design “Moneyball”!
Highly Confidential 75
Go for the base hits, not the home run
Get micro-ideas in front of stakeholders early
Shows that you understand the problem
You get early validation
Keeps momentum
Highly Confidential
Sketch Examples
Highly Confidential
3. Redirect Criticism, Aikido-Style!
Highly Confidential 81
Leverage criticism into a conversation
Treat stakeholders and SMEs like users – each criticism is an
opportunity to learn.
Repeat the cycle: on-the-fly interviews, synthesis, and micro-
ideation. Engagement will continue to go up.
Stakeholders and SME’s are not good at design critique. But
design is infectious!
Highly Confidential 82
Thank you
Organizers, Attendees, and Sponsors of World Usability Day 2014
Mark Safire, for the Moneyball metaphor and being an invaluable sounding board
Damian Haase, Nina Shih, and Pardha Pyla for work samples
Jeff Kim and Bloomberg Visual Design team for graphical design of slides
Highly Confidential#wud2014
@IxDA_NYC
@Bloomberg
@NYCUXPA
@AppNexus
Submit your questions live by:
1. Raise your hand!
2. Tweet @CoryLebson #wud2014
Highly Confidential#wud2014
@IxDA_NYC
@Bloomberg
@NYCUXPA
@AppNexus
Thanks to the Volunteers!Akiko Ikkai
Antoinette Colaizzi
Arun Sriramineni
Ashley Delose
Carrie Nelson
Georgia Gallavin
Gloria Petron
Guanting Li
Iva Turgut
Karin Steiner
Laura Wang
Ligja Gill
Maor
Peter March
Rachel Amo
Riddhima Shelat
Rodrigo Sanchez
Ruth Neighbors
Sarah Sopab
Sylvia Lee
Highly Confidential#wud2014
@IxDA_NYC
@Bloomberg
@NYCUXPA
@AppNexus
Thanks for coming out!