Digital Publishing and The User Experience: Optimizing Brand and Engagement
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The document discusses user experience (UX) in digital publishing. It emphasizes that UX is important for brands as the first interaction creates an impression. It also provides examples from Google of how to clearly guide users. The future of UX online will be shaped by user expectations, browsers, interfaces, and increasing connectivity and mobile use. Investing in good UX can protect brands, engage customers, and reduce costs compared to redeveloping sites with poor UX. The document also lists various UX design methods like user research, testing, and analytics. It stresses starting UX work with research and testing designs early through iterations.
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Digital Publishing and The User Experience: Optimizing Brand and Engagement
- 1. Digital Publishing and The User Experience
- 4. Google example Tell people where they are Make it clear what they can do And how to do it And don’t let anything else get in the way
- 7. Modern
- 8. Traditional
- 10. Transparent
- 11. Opaque
- 12. Locked?
- 14. Clear
- 15. Audience aware
- 18. Expectations – other services
- 31. IA / UX methods Research Design Validation User research Personas User testing Card Sorting User pathways Web stats Web Stats Navigation design Heuristic evaluations Site Audit Wireframes Questionnaires Metadata (faceted search) Site maps Content plans
- 32. Methods Research Design Validation User research Personas User testing Card Sorting User pathways Web stats Web Stats Navigation Design Heuristic evaluations ( or walkthrough or usability assessment) Site Audit Wireframes Questionnaires Metadata (faceted search) Site maps Content plans
- 34. Thank you Louise Hewitt louisehewitt.co.uk
Editor's Notes
- What is user experience? Things we can control [click] Information design Visual design Technology choice Code Platform support Marketing Copy and content Things we can’t... [click] Hunger Batterylife Connectivity Other people Previous experience Good user experience is one that matches expectations [click] Manage those expecation and deliver on them. How does this relate to brands?
- What is brand? [click] Emotional Its a feeling about a product or company [click] Instantaneous Especially online. 5 years ago, made up their minds in a fraction of a second. Today, tabbed browsing and volume of sites – even quicker. [click] Pervasive Sticky – across context , location, products etc. You can’t leave your brand behind. Every time you are visible, you are creating you brand. [click] Ubiquitous. We all have brand Lets see how UX can contribute to a brand
- [click] Brand Values:Easy and trustworthy (no adverts) + 4 tenets of usable design [clicks] ‘ whew, thank goodness for google’ Never advertised – word of mouth based on UX. Do it like google? No Changing – process Talk later about change see what happened to google... [click]
- Still relevant All you need Still no adverts (really? – oh, only our adverts – their helpful, right?)
- The point I’m making is that online experience is analogous to offline experiences like physical spaces and products [click] [click] Same respect First contact – not home – like the entrance or foyer [click] This can be modern [click]
- Or traditional
- And those choices create an impression of our brand
- The transitions between content and authentication procesess [click ] Are like physical doors [click]
- We might want them to be transparent Do this with clear labelling and descriptive linking Users know what to expect when they pass through [click]
- Or we might want them to be opaque This one’s creates a ‘secure’, ‘refuge’ brand impression.
- Or they can be locked. How we deal with these locks is an important aspect of the online user experience.
- [click] Also navigation design, = signage
- Should be clear
- May need to be specific to your audience From Iran, woman wearing a veil
- Still good design
- What’s happening right now that will affect our approaches to designing user experience in the future? [click] Users undergoing a sea-change, much more digital literacy Particularly in academia, particularly in social sciences and humanities
- Of course there’s itunes Done an enormous amount to raise the expectations, interest and literacy of online content users
- But there’s also increase usage of publishing channels like Scribd This is interesting [go to http://www.scribd.com] Unlike the torrent downloads associated with DRM breaking previously, where you need a bit of tech know how to acquire and use the files, this is a gentle, very user-oriented interface and discovery environment (pirate bay, last week)
- There’s lots of nice visual elements, cross-linking and recommendations and when you view a document there is a good amount of data and a pretty powerful viewer. ? Search term list? ? Cabi Economic & Social Issues in Agricultural Biology – retail £85 Random House, (US) done a publishing deal – not pirates!
- Things like Twitter – and other API oriented applications (Application Programming Interface) Do what they want with data and content. http://twittervision.com/maps/show_3d http://twistori.com/
- Things like Twitter – and other API oriented applications Do what they want with data and content. http://twittervision.com/maps/show_3d http://twistori.com/
- The world of Browsers is changing too. Tabbed browsing now mainstream Ubiquity
- Ubiquity Don’t know how visible, Mozilla labs Overlay (triggered by a keystroke) Type to command it Google, Wiki Email Maps Define Open API, public developing new commands. Driven by data, Forget bypassing the home page Bypass the entire gui.
- Paradoxically, Visual content more important Changes in HCI X mouse/keyboard/monitor Touch screen, gestural interfaces Very intuitive, quick adoption – faster change
- iPhone Visual elements important Almost three dimensional, behavioural designs Closer to designing physical objects. Tapped, shaken, turned, Also ePaper Very close to viable.
- Also connectivity – the speed of downloading or updating all this stuff Last 5 years, all about speed [click] [click] Microsoft report (Europe Logs On, European Trends of Tomorrow, April 2009) stated that broadband use has increased by almost 95% in the last 5 years. It also predicts that in the next 5 years, desktops will no longer dominate the use – dropping from 95% to only 50%. What opportunities ?
- So how to we translate these changes into design Need to have great interfaces – look at what else their using. Can’t be worse. [click] Content is sussed – interface standards are still emerging User expectations for delivery = semantic markup. [click] Disambiguated content. Fragmentation Incorporate visual identifiers for our brands and for our content. [click] Return to the concept of books, not platforms. Digital books Provide instant access, instant response. [click] whatever the context.
- Hope starting to see. [read through] Cost effective because: Anticipate expectations Manage expectations Deliver expectations - Tech / content independent
- Where do we fit in. Last year – what is an IA Jesse James Garrett “ No Information Architects, only user experience designers” User Oriented Design Is a cycle [click] Research Design Validate
- Demonstrate two of these techniques
- Finish by summarising how to achieve a good user experience. [read slide]
- UX is about bringing together the elements of the user experience, and anticipating those we can’t control Its about finding the best-fit solution, but there is always scope in every budget for something. Even just pinning a fictional persona to the wall and saying outloud “What would she want?” can produce real improvements. What is an IA? Essentially a communicator – who knows how to ask the right questions A translator, creating linkage between business goals, technical requirements, and user expectations. Thank you for listening.