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Making UX happen in the world of PR

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Making UX happen in the world of PR

  1. 1. “A WAY IN” Making UX happen in a PR/Social agency Email: icampbell@golinharris.com Phone: 312 804 5749
  2. 2. “Design is so central and at the forefront of the most interesting work in digital that simply hiring it in when you need it, if you need it, is not really a good long-term game anymore” Says Fjord CEO Olof Schybergson. “Investing in it and making it part of you is something that’s sustainable and trustworthy and believable to your clients.” “The big need is, the battle ground for most of our clients, is now shifting towards … engagement of the user, and that puts experience at the center,” he says. Also known as: UX. “This is about helping our clients transform to be digital businesses” Says Baiju Shah, Accenture’s managing director of strategy and innovation.
  3. 3. 1. CEOs don't really want a new business model 2. Business model innovation will be the next CEO's problem 3. Product is king. Nothing else matters 4. Information technology is only about keeping the trains moving and lowering costs 5. Cannibalisation is off the table 6. Nowhere near enough connecting with unusual suspects 7. Line executives hold your pay card 8. Great idea, what's the ROI? 9. They shoot business model innovators, don't they? 10. You want to experiment in the real world, are you crazy?
  4. 4. Guiding light We are Solving design problems by understanding users needs and developing insights to solve those needs - Design Thinking designing The end users experience is a priority - User centered design digital marketing, products and services. That have less of a focus on formal documentation and more of a focus on cross-functional collaboration and testing - Lean UX
  5. 5. Design thinking Design Innovation
  6. 6. User centered
  7. 7. U what? User/data research Experience design Information architecture Lean UX Web design Usability Interaction design Library Science + _
  8. 8. (Lean) UX Lean UX is the practice of bringing the true nature of a product to light faster, in a collaborative, cross-functional way that reduces the emphasis on thorough documentation while increasing the focus on building a shared understanding of the actual experience being designed. Jeff Gothelf (Author of Lean UX)
  9. 9. How are we going to do this?
  10. 10. UX driven process A process geared toward quick iterations via highly collaborative cross-functional teams, with tasks that are completed by multiple internal and external partners. 1. Briefing & Research Why, what and who are we building this product for? Understanding of business objectives and goals. Review the following: • Current product goals (+content) • Current product measurement / analytics • Existing user testing data, or get a clear understanding of user needs • Problem statement Benchmarks • Competitors (Feature grid) • Other plugin related product models 2. Audience Definition Create a detailed view of the existing and future users of the product. Focus on key personas. • Understanding user needs (online/offline) • Persona development • Experience mapping • Time and context. When is the product most needed by the user? Page 1 of 3
  11. 11. UX driven process 3. Product development Cross-functional team works in parallel to brainstorm, determine features and viability of new product ideas. • Concept and idea development • Product models and opportunity assessment • Prioritizing assumptions • Hypothesis statement - Benchmarks (covered above) - Define outcomes - Key personas (covered above) - Key features - Channel and device type assessment • Establish an MVP • Feature definition • Roadmap planning • Content management. Tools, frequency, ownership, etc. 4. Design Create the UI, navigation design, page layouts and architecture to support the new product. Assuming a brand already identity exists. • Concept and idea development • Content creation and strategy • UI design, site map and wireframes • User testing 1 • Prototype development (key personas and most important user paths) • User testing 2 • Revise the above and repeat. Page 2 of 3
  12. 12. UX driven process 5. Product development The list of ‘after-the-fact’ essentials that are always considered outside of the product development process, but work much more effectively when included early within the process. • Search and SEO impact, goals and strategy • Accessibility considerations • PR media, launch and event planning • Social media strategy. As marketing, content and ongoing product strategy. • Product marketing. Including branded content creation • Channel and device type assessment 6. Launch Strategy Define the launch strategy with a product. • What is/is not working assessment - Analytics - A/B testing and optimization Page 3 of 3
  13. 13. Examples
  14. 14. PR/Social - The perfect platform Jet Blue - Lift It's what happens when we come together to make our communities and ourselves the best that we can be. Discover Student Loans - Win it. Need it. Gotta have it list. Drive immediate mass awareness among college bound students/parents Pfizer - Get Old Engage in a conversation about aging. Become a trusted resource on health. Build respect for the Pfizer brand. OraQuick - Test on your Terms A key message designed to deliver product and health benefit information.
  15. 15. UX in action Discover Student Loans Useable/Desirable – Human values • To come Feasible – Technology • To come Viable – Business • To come
  16. 16. UX in action Jet Blue Useable/Desirable – Human values • To come Feasible – Technology • To come Viable – Business • To come
  17. 17. UX in action Pfizer Useable/Desirable – Human values • To come Feasible – Technology • To come Viable – Business • To come
  18. 18. UX in action Orencia Useable/Desirable – Human values • To come Feasible – Technology • To come Viable – Business • To come
  19. 19. Anyone want to create something like this?

Notas do Editor

  • Traditional business’s are bringing digital/design services in-house as they transform their products and services for the future.
    The bridge between great (social) content and a service or product is design. Consider as part of the battle ground against competitors.

    Design thiking
  • http://www.guardian.co.uk/media-network/media-network-blog/2013/feb/01/reasons-fail-business-model-innovation?INTCMP=ILCNETTXT3487


    An area that interests me because its follows the true nature of how technology and design is changing the work we live in
    The opportunity for who? PR – Can you help? Our insights go deep, but where should we stop when it comes to a solution?
    Change or die
    Paypal
    Dell
    Jack Morton

  • Solving a problem or creating an idea or both
  • http://dschool.stanford.edu/our-point-of-view/

    Brand story + G4
    More than just design, seeking design innovation. Go beyond design and build.
    Clients need to see innovation and don’t care where it comes from
    Mobile has increased the need for design innovation

  • http://dschool.stanford.edu/wp-content/uploads/2011/03/BootcampBootleg2010v2SLIM.pdf

    http://web.mit.edu/21w.789/www/papers/p55-kangas.pdf


    How do we increase the value and role of design at Golin Harris? Clients will pay for these steps and process (versus being paid for deliverables)


    Empathize
    As a human-centered designer you need to understand the people for whom you are designing. The
    problems you are trying to solve are rarely your own—they are those of particular users; in order to design
    for your users, you must build empathy for who they are and what is important to them.

    Define
    The define mode is critical to the design process because it explicitly expresses the problem you are
    striving to address through your efforts.

    Ideate
    You ideate in order to transition from identifying problems into exploring solutions for your users.

    Prototype
    You ideate in order to transition from identifying problems into exploring solutions for your users.

    Test
    Prototyping is getting ideas and explorations out of your head and into the physical world. A prototype can
    be anything that takes a physical form – be it a wall of post-it notes, a role-playing activity, a space, an
    object, an interface, or even a storyboard.




  • Putting the user first.
    I like this one. Simpler, easier to understand, more applicable to what we do. Easier for us to use to spot (design/ux) opportunities
    Let’s take a look at the types of design roles within user centered design
    Lean UX offers the most opportunities for us
    Lean UX: http://shop.oreilly.com/product/0636920021827.do

    Guide to UX careers: http://visual.ly/guide-ux-careers
  • Putting the user first.
    I like this one. Simpler, easier to understand, more applicable to what we do. Easier for us to use to spot (design/ux) opportunities
    Let’s take a look at the types of design roles within user centered design
    Lean UX offers the most opportunities for us
    Lean UX: http://shop.oreilly.com/product/0636920021827.do

    Guide to UX careers: http://visual.ly/guide-ux-careers
  • Discover student loans pitch
    Create unique social content
  • For reference:
    But my favourite example at the moment is http://Strava.com It's made cycling which is so often a solitary experience into a social one. It has a few usability problems IMO but the experience design is spot on:
    Great integration with devices that users already use. So there's very little or no extra effort to record and upload your rides.
    Tasteful and integral gamefication. Every cyclist wants to be faster... Strava lets you compare yourself against your friends, people who ride the same routes as you and your past self.
    Rewards. Nearly every ride you get some reward mapped to your real world performance over particular sections of the route: "King of the Mountain" (hard to get), "Personal record", "Third best personal time".
    Time based experience. You can track your progress over long and short time periods. "How many meters have I climbed this year?" "Have I ridden more km this week than last?" "Was my average power up or down this ride?"
    Enough detail and stats to nerd out on, but nicely presented and not so much they're are overwhelming.

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