Publishing: the challenge of delivering exceptional digital user experience
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How publishers are rising to this challenge in an multi-device World. Slides from a WhatUsersDo roundtable event in June 2015.
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Publishing: the challenge of delivering exceptional digital user experience
- 1. #users1st Publishing Breakfast Roundtable Catering to a multi-device, multi-audience world 4th JUNE 2015 EDITION GUEST PASSWORD: LONEB2WIFI
- 2. #users1st Agenda Welcome & quick intro around the room Andrea Farnsworth Client Services Director WhatUsersDo Oliver Newton Insight & Growth Manager WhatUsersDo James Luscombe Marketing Technology Director Pan Macmillan Graham Charlton Editor in Chief eConsultancy
- 3. #users1st Started 6 years ago N. London office 25 Full-time staff 30+ remote analysts 10,000+ panelists 1,500 + clients 250,000+ user videos
- 4. #users1st
- 5. #users1st planning concept prototypeprelive live planning prototypeprelive live concept Competitor Analysis Concept Sense Checking Email, Social, Comms Analysis PPC, SEO & Landing Page Analysis Web analytics & MVT /AB Embedding into the lifecycle Iterative Testing Aligned with Agile Pre Go live priorities Competitor Benchmarking Journey Analysis Lo Fidelity Prototyping Hi Fidelity Prototyping
- 7. #users1st Agenda Welcome & quick intro around the room Oliver Newton WhatUsersDo James Luscombe Marketing Technology Director Pan Macmillan Andrea Farnsworth Client Services Director WhatUsersDo Graham Charlton Editor in Chief eConsultancy
- 8. #users1st Started 6 years ago N. London office 25 Full-time staff 30+ remote analysts 10,000+ panelists 1,500 + clients 250,000+ user videos
- 9. #users1st Photo by [phil h] - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/14318462@N00 Created with Haiku Deck
- 10. #users1st Photo by eldeeem - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/29797859@N08 Created with Haiku Deck
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- 13. #users1st Photo by Magic Madzik - Creative Commons Attribution License https://www.flickr.com/photos/22082809@N00 Created with Haiku Deck
- 14. #users1st Photo by Amelien (Fr) - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/74315390@N00 Created with Haiku Deck
- 15. #users1st Photo by sharkhats - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/23301167@N05 Created with Haiku Deck
- 16. #users1st Photo by writetoreply - Creative Commons Attribution License https://www.flickr.com/photos/35150987@N08 Created with Haiku Deck
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- 18. #users1st Photo by duncan - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/34427470616@N01 Created with Haiku Deck
- 19. #users1st Photo by 96dpi - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/67499195@N00 Created with Haiku Deck
- 20. #users1st Photo by ptrlx - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/58615912@N05 Created with Haiku Deck
- 21. #users1st Photo by Peet Sneekes - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/48319358@N00 Created with Haiku Deck
- 22. #users1st Photo by William Brawley - Creative Commons Attribution License https://www.flickr.com/photos/93841400@N00 Created with Haiku Deck
- 23. #users1st Photo by launceston_lad - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/61364433@N00 Created with Haiku Deck
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- 25. #users1st Photo by Kalexanderson - Creative Commons Attribution-NonCommercial-NoDerivs License https://www.flickr.com/photos/45940879@N04 Created with Haiku Deck
- 26. #users1st Photo by Yusuf C - Creative Commons Attribution License https://www.flickr.com/photos/90326842@N00 Created with Haiku Deck
- 27. #users1st Photo by Domiriel - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/17274350@N00 Created with Haiku Deck
- 28. #users1st Photo by woody1778a - Creative Commons Attribution-ShareAlike License https://www.flickr.com/photos/9816248@N03 Created with Haiku Deck
- 29. #users1st Photo by Alpstedt - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/53671403@N08 Created with Haiku Deck
- 30. #users1st Photo by Mr.Tea - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/12575062@N00 Created with Haiku Deck
- 31. #users1st Photo by Nick-K (Nikos Koutoulas) - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/33284937@N04 Created with Haiku Deck
- 32. #users1st Photo by ˙Cаvin 〄 - Creative Commons Attribution License https://www.flickr.com/photos/48876614@N00 Created with Haiku Deck
- 33. #users1st
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- 39. #users1st Photo by Ignacio Conejo - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/21943179@N06 Created with Haiku Deck
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- 42. #users1st Photo by kevin dooley - Creative Commons Attribution License https://www.flickr.com/photos/12836528@N00 Created with Haiku Deck
- 43. #users1st Photo by insomnike - Creative Commons Attribution License https://www.flickr.com/photos/44585759@N08 Created with Haiku Deck
- 44. #users1st Photo by weesen - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/36317426@N00 Created with Haiku Deck
- 45. #users1st Photo by Orin Zebest - Creative Commons Attribution License https://www.flickr.com/photos/33917831@N00 Created with Haiku Deck
- 46. #users1st Photo by NawafArt - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/43542386@N06 Created with Haiku Deck
- 47. #users1st Photo by United States Marine Corps Official Page - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/40927340@N03 Created with Haiku Deck
- 48. #users1st Photo by SidPix - Creative Commons Attribution License https://www.flickr.com/photos/22357152@N02 Created with Haiku Deck
- 49. #users1st Photo by nromagna - Creative Commons Attribution License https://www.flickr.com/photos/38543156@N00 Created with Haiku Deck
- 50. #users1st Photo by Mesq - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/85517171@N00 Created with Haiku Deck
- 51. #users1st Photo by Enthuan - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/50484557@N04 Created with Haiku Deck
- 53. #users1st INTERNAL STAKEHOLDERS • Delivering the editorial team’s dream • The tension between business needs and user needs • Battling with designers who design things they want not what customers want and getting them to listen to user feedback • Digital team structure and set-up • Empowering the product owner
- 54. #users1st DELIVERING REVENUE • Generating revenue • Monetising user testing • Integrating advertising without comprising the design • Paywalls that tempt, not distract or turn-off • Creating the internal business case for remote UX testing
Notas do Editor
- Add the client logo to Master Slide bottom left.
- Principles: Natural environment Users – not UX specialists Answers ‘ Why’ – Google Analytics ( Qualitative Research - supports Quant) Process: Users are given a test script which requires them to perform tasks on your website. – We record their spoken thoughts and their action and then use our UX experts to analyse it in a way that provides actionable insight
- Testing should, and can, be conducted throughout the entire project lifecycle, even on incomplete and non functioning concepts, designs and prototypes.
- In some way it’s the responsibility of you all here today is to deliver that, along with a thousand and one other considerations. Advertising revenues, prime digital real estate, SEO and Information architecture to name a few.
- Our internal and external users are very different in needs and wants
- Picador – 66% Female 44% male – wide age range
- 76% female, 24% male – much younger audience
- How we looked at use ability before we started with WUD
- Hippo – that could include me! Lots of strong opinions about how websites should be.
- Loudest person – often in meetings or would email and email and email
- Of course we used analytics. This would show us larger issues but we didn’t always know why so we then started using….
- Heat mapping and that gave us more insight to what people where clicking on and how far they where scrolling down a page, but again not why.
- Publishers tend to have problems to solve which a pure play ecom site wouldn’t. We also haven’t been at the forefront of web design/development.
- Users don’t always start or end on our websites – I often wonder why they do come to our sites and why.
- Users are key, but every UX company I spoke to costa fortune! I wanted to bring the voice into the business and couldn’t start my own lab up. Talk about Martin Belham gorilla testing in pret for the guardian here.
- I’ve found a lot of the words I use turn people off – so I kept clear from calling User Testing.
- Videos are fun to watch – people are able to take in the information easier and aren’t over whelmed by stats/reports.
- Showing a book that is relevant to that editor really gets them interested and is a great lead into the other videos
- Watching a few videos really kicks off some great discussions about testing.