Forms are an important part of the conversations we have with our customers
Web forms may not be the sexist thing to talk about in UX but they sure are important. They are a medium through which our customers can tell us what they want to do online; be that to register, order, sign up to something or simply provide feedback.
Done well, forms give customers a sense of control and allow them to get stuff done online. Well designed forms enhance customer trust and brand reputation. Done badly, the opposite is true and ill thought-out forms are a sure fire way to annoy customers and increase their general dislike in a brand.
UX Strategy continues to be a hot topic in our consultancy world.
More and more businesses now appreciate that building a user experience capability in their organisation is no longer a nice to have but rather a must have. They understand that sound UX policies and practices are essential not only in developing better products but also in driving innovation and growth. In a previous blog I shared some of my tips on how organisations could start thinking about implementing UX in their companies. In this blog I would like to focus on two key questions that keep coming up when we are discussing Strategy with clients.
Where and How does UX Strategy fit in within the overall business strategy?
Who does the UX Strategy belong to? Who has overall responsibility for the final user experience?
Where does UX fit in?
An interesting question arose at a recent presentation by my colleague Stephen Denning who was talking about UX Strategy:
Question: Should the UX Strategy be separate from the overall Digital Strategy or even the Customer Strategy for that matter?
Some UX experts such as Jeff Gothelf say no. He contends “that there is no such thing as UX strategy. There is only product strategy”.
Or perhaps UX Strategy should just be part of the overall Business Strategy and focus on objectives such as putting the customer first etc.?
Answer: My view is that having a set of UX principles or Vision that clearly articulates what UX means to your company is an important part of establishing a culture of UX within the business. Especially if a company is at the beginning of their UX Journey.
Of course it is important that the UX Vision is connected to a company’s business objectives and that it reflects the core values of a business. Often when we are working with companies to help them develop their UX Strategy, we use Morville’s Honeycomb as a framework to help them map out what the different elements of UX could mean in terms of their situation.
Who owns the User Experience?
Another interesting question or rather debate, that we often come across is about ownership of the user experiences.
Question: Who has overall responsibility (and the ability to make decisions on) the final product features and user experience e.g should it be the Product Manager or the UX Manager/Designer?
Often when UX teams start out they are not given a huge amount of influence or authority over decisions which impact the product or the final user experiences. This can be especially true in an Agile working environment where the buck stops with the Product Manager who makes all final decisions.
Answer: It depends on the structure within the organisation. However in my experience teamwork and collaboration within the product team are the keys to success. The UX Team, Product Managers and specialists such as Head of Mobile etc need to learn to work together in a way that is best for that business. Defined roles and responsibilities are an important part of making this happen. And creating practices that support communication and collaboration at all stages of development.
We do see however, that in more mature UX organisations the UX team having more influence over the direction of development. This is often reflected in level of seniority of the UX Team has in these organisations. And this is reflected also in the emphasis and the energy those companies put into promoting a culture of User Centred Design within their company.
Myself and my colleague Stephen will be talking some more about UX Strategy in two upcoming Conferences.
How do Personas fit in User Experience and User Centred Design?
Personas plural of per•so•na (Noun)
The aspect of someone’s character that is presented to or perceived by others.
A role or character adopted by an author or an actor. Or
‘an archetypal representation of a user’ ‘Not real people’ Or
‘a design target that helps everyone focus on users’ needs’
I recently started as UX Research Manager in Paddy Power and these are a couple of the questions our UX team recently grabbled with when we were looking at the use of Personas as part of a User Centred Design process. And here are a couple of things we came up with…
Just a pretty Face? Why do we need Personas?
I have been involved in Persona building exercise before which didn’t serve much purpose bar creating pretty profiles that impressed clients.
So why do we need Personas?
Two main themes emerged from our discussion
Continuity about process
Focus on the User
Some other reasons for building personas from the textbooks:
Make knowledge about users explicit and to test some of those assumptions we hold as an organisation
Bring raw data alive and communicate insights – paint a picture – Tell a story
Inform and justify design decisions
Design for the critical and not the exception – identify your most important users -help you prioritise and make decisions
Language and communication within team and with stakeholders
Show differences and relationship between groups of users
How do we arrive at a Persona?
Cooper (2007) says starting with a demographic grouping is okay but it is better to identify primary behavioural variables such as user activities, attitudes, and motivations as starting points for Personas. And to do this by first undertaking research with users.
We recognise that UCD should start with the users but we also recognise that in order for Personas to be accepted by the business we need to create something that is easily recognisable by our business. We also understand that there exists a lot of knowledge about our users in our business already and we want to capitalize on this (but to test assumptions also). Using data to make decisions is important.
We want to produce something quickly that is meaningful, based on research and is recognisable.
We settled on a process that starts by looking starting to look something like this:
What should you include in a Persona Profile?
Roughly grouped into:
Context of Use: where, when users use product. Platforms and technology used
Product usage: what features are important to our users – preferences and habits (and to consider preferences in relation to all products)
Demographic and profile: Demographics, habits and behaviours
Story and User Picture : Personas should be likable, visual and fun. And include narrative
Motivations and goals– end user goals and experience goals ** important if we want to design an experience that is engaging and meaningful for our users
Triggers and Barriers/Concerns
How do we keep Personas alive?
We need to:
Keep them close – ‘sitting beside you’, refer to them when making decisions about product – in design discussions, meetings etc. Advertise them.
Have them around your office – on boards etc. so they are visual and people see them as they go by. ‘ A persona wall’ – creates interest
Produce them quickly and iterate often – update them as you go..
So, now we have an idea of how to go about building a Persona.. we will see how we get on..
Further Reading and Resources:
Cooper, A., Reimann, R., and Cronin, D. 2007. About Face, The Essentials of Interaction Design. Indianapolis: Wiley Publishing
Pruitt. J., Adlin.T., 2006. The Persona Lifecycle. Keeping People in Mind Throughout the Design Process: China Morgan Kaufmann publications
User Experience has been quite a hot topic over the last number of years and there has been a lot of discussion on what it means or doesn’t mean in different contexts. My first task in my Ph.D. is on Positive User Experiences is to try to get a handle on UX and after an initial trawl through academic papers, digital agency websites, UX interest groups and discussions, this is the picture that I see starting to emerge..
Some initial observations:
UX is about the interaction between humans and technology
UX starts with the Usability of a system e.g ease of use, efficiency and satisfaction
However UX is much more than just usability and the bigger picture encompasses concepts such as users emotions and feelings, needs and motivations (see UX part 2 )
At one end of the UX journey, the focus is on customer needs, branding, satisfaction and marketing
UX is also about more effective user- centred designs; identity and aesthetics are important
Digital Agencies talk of UX in terms of connection to customers, brand, content, actionable results, flow, design, conversion and accessibility
Academic discussions focus on UX as an Experience or a phenomena which is contextualised, social, individual and dynamic
**Got any comments or know of any great resources related to what UX is? Please leave me a comment!
Here goes. I have officially started my PhD by Research with the School of Health and Life Sciences and the Centre for Interaction Design at Edinburgh Napier University, Edinburgh.
My working title is:
The UX Factor; what makes Positive User Experiences and how do we describe and measure them?
Companies talk about creating a ‘great User Experience ’ for digital customers. I would like to know more about what that means. As UX it is essentially about experience (of technology) I believe the study of human behaviour- psychology- has a lot to offer us in better understanding what is going on.
Anyone who has done or is undertaking a PhD knows that starting off is daunting task. There is an ocean of material out there to navigate through. Where to start?
How do you eat an Elephant? One bite at a time.
The first areas I would like to look at are:
What does UX mean? And what elements does it comprise? Both within academia and in industry.
What has psychology got to do with it? And which areas to consider e.g. the affective (emotional/feelings) or the cognitive (analysis/evaluation)
What measurements/methodologies are companies currently using to capture these processes?
The term user experience has expanded in recent years to include all aspects of users engagement with a company from branding to design. It is a continuous loop with all parts of chain impacting on each other but I would like to focus on the area between marketing and user experience/research.
I think therefore I am. How the internet and new technology is changing how you think.
Technology is changing our behaviour. We all know that. But by how much? I am reading a great book at the moment by Nicholas Carr called the The Shallows and How the Internet is changing the way, we read, think and remember.
He talks about how, through the use of the Internet (and other technologies) we have learned to skim, scroll and consume information in small swiftly moving stream of participles and no longer do we have patience for long drawn out arguments.
On the flip side, he argues we now have quick access to lots of info, searches and filters and the ability to share opinions with specialised audiences.
As he points out, it is probably more valuable quickly skimming 25 articles about a subject rather than reading in depth 1 book of 250 pages on the same thing. He says the internet can make us smarter.
But it also makes us less calm and less focused then we used to be, as we now (especially with advent of SMART phones) are continuously hooked up on-line waiting for next email or next update of information.
This new type of behaviour, like any learned or repeated behaviour, changes the way the brain works and has led to reprogramming of neural connections. It changes the way we perceive and think about information.
Carr says ‘he misses his old brain’. But the news isn’t all bad.
We don’t see things as they are, we see them as we are…
I would like to know more about the User Experience – what is it? How do you describe it? How do you measure it?
During my time as Manager of UX lab in National College of Ireland, I was involved in over 25 UX projects ranging from usability testing of on-line maths and accountancy support programmes through to analysing the search behaviour of Google users.
One development that I particularly found very interesting during that time was how important the emotional side of the engagement was to users.
For example, we would test two applications that performed similarly in terms of task completion and success, ease of use etc. yet users would much prefer experience of one the applications over the other. Why?
We see that as technology is becoming more accessible and users more technologically sophisticated, that users are increasingly looking past the mere functionality of an application and seeking to engage in interactions that are not only usable but also offer a more meaningful positive experience. But how do we describe it? and begin to analyse it?
Of course we know users’ experiences vary on context, the product and user themselves. Each user will bring with them their prior experiences, expectations and their values and beliefs; they have their own story.
And while we may not have a complete understanding yet of what that story is, the literature suggests that much of this engagement is psychological in nature and dependant on users’ attitudes, emotions and feelings. I believe psychology and scientific psychological research methods have a lot to offer us in better understanding this part of the users’ journey.,, and this is what this blog will be about 🙂