Presentation by Brady Pierzchalski from Laughlin Constable at the Insight Summit Series: 2014 Digital Advertising + Marketing Summit

1. U S E R E X P E R I E N C E
U N D E R S TA N D I N G C U S T O M E R S N E E D S
A N D E X C E E D I N G T H E I R E X P E C TA T I O N S .

2. U S E R E X P E R I E N C E
U N D E R S TA N D I N G C U S T O M E R S N E E D S
A N D E X C E E D I N G T H E I R E X P E C TA T I O N S .

3. G R A P H I C D E S I G N E R
L O G O S
PA M P H L E T S
C L O T H I N G C A TA L O G S
F I R S T W E B S I T E 1 9 9 7
D E S I G N E R H A I R

4. !
W E B D E S I G N
P R O G R A M M I N G
S E R V E R A D M I N I S T R A T I O N
V I D E O P R O D U C T I O N
V I D E O E D I T I N G
D A TA B A S E A D M I N I S T R A T I O N
S T R E A M I N G T E C H N O L O G I E S
S E O
C O N T E N T C R E A T I O N
U S A B I L I T Y T E S T I N G
W E B M A S T E R / M U LT I M E D I A

5. M A N A G E R - U S E R E X P E R I E N C E
!
!
D E S K T O P
S M A R T P H O N E
TA B L E T
I N - S T O R E E X P E R I E N C E
K I O S K
A P P D E V E L O P M E N T
U S A B I L I T Y T E S T I N G
C O N T E N T
S E O
W E B W R I T I N G
!

6. S E N I O R M A N A G E R
I N F O R M A T I O N A R C H I T E C T U R E
D E S K T O P
S M A R T P H O N E
TA B L E T
A P P D E V E L O P M E N T
U S A B I L I T Y T E S T I N G

7. G R O U P L E A D E R
U S E R E X P E R I E N C E
!
D E S K T O P
S M A R T P H O N E
TA B L E T
A P P D E V E L O P M E N T
R E S E A R C H
S T R A T E G Y
!

8. Everyone talks about producing a great user experience
for their customers, but what does that really mean?

9. A N E W A P P R E C I AT I O N A N D
U N D E R S TA N D I N G O F U S E R E X P E R I E N C E

10. T O O L S A N D M E T H O D S T H AT
Y O U C A N S TA R T U S I N G T O D AY

11. C O M PA S S I O N F O R T H E P E O P L E
W H O Y O U ’ R E T RY I N G T O R E A C H

12. W E A L L S H A P E T H E
U S E R ’ S E X P E R I E N C E

13. T H E D E F I N I T I O N O F U S E R E X P E R I E N C E
B Y J A K O B N I E L S E N A N D D O N N O R M A N
W H AT I S U S E R E X P E R I E N C E ?
"User experience" encompasses all aspects of the end-user's
interaction with the company, its services, and its products.

14. B Y Y O U R S T R U LY
!
!
We are trying to create wonderful experiences for people. These
experiences need to provide value, exceed expectations and drive
results. At the same time, they should captivate, engage and
emotionally connect with users when they are trying to achieve a
goal - no matter the time, place or circumstances.
W H AT W E A R E T RY I N G T O D O

15. W H Y ?
W H Y ?
W H Y ?
W H Y ?
89%

16. L E T ’ S S O LV E A P R O B L E M

17. 1 . 1 B I L L I O N

18. G O A L :
P R O V I D E S O L U T I O N S F O R
C L E A N WAT E R

19. S O L U T I O N S F O R C L E A N WAT E R

20. G O A L :
P R O V I D E S O L U T I O N S F O R
C L E A N WAT E R .

22. A R E W E M I S S I N G A N Y T H I N G ?

23. C O N T E X T
• The Who
• The What
• The Where
• The Why

24. C O N T E X T
• 3 Miles Average
• Hours/Trip
• On Foot
• 20 Gallons

26. G O A L
P R O V I D E S O L U T I O N S F O R
C L E A N WAT E R

27. G O A L
I WA N T T O H AV E C L E A N
D R I N K A B L E WAT E R
G O A L
P R O V I D E S O L U T I O N S F O R
C L E A N WAT E R

28. C O N T E X T
• 3 Miles Average
• Hours/Trip
• On Foot
• 20 Gallons

29. G O A L : I WA N T T O H AV E C L E A N D R I N K A B L E
WAT E R .
I need to…do this in a short amount of time
I need to…do this with ease
I need to…make less trips
I need to…store the water safely
G O A L : I WA N T T O H AV E C L E A N
D R I N K A B L E WAT E R .

30. http://www.youtube.com/watch?v=-U-mvfjyiao

31. Reframe the goal
Understand the Context
Every goal has needs

32. R E S E A R C H
Workshops
Card Sorting
Diary Studies
Expert Review
Heuristic Review
Surveys
Contextual Inquiry
Usability Testing
Eye Tracking
Benchmarking
Interviews
Personas
Task Analysis
Ethnographic Research

33. U S A B I L I T Y T E S T I N G

34. • Instant Feeback
• 5-6 People / 85%
• Incomplete Project
• Less Expensive

35. http://www.youtube.com/watch?v=4cMVKW-fR1M

36. B E S T P R A C T I C E S

37. L E T ’ S D O S O M E R E S E A R C H

38. L E T ’ S J U M P I N T O A N O T H E R PAT H F O R C R E AT I N G
E X P E R I E N C E S .

39. A N E X A M P L E

40. • 5 5 +
• H I G H E R I N C O M E

42. 8 2 % +Add to Cart Conversion
1 3 9 % +# of Units Ordered
5 8 % +Sales Revenue
1 8 % +Average Order

43. 8 2 % + A D D T O C A RT
Add to Cart Conversion

45. C O N T E X T
• The Who
• The What
• The Where
• The Why

46. G O A L : I WA N T T O H AV E C L E A N D R I N K A B L E
WAT E R .
I need to…fall in love with the product
I need to…feel pride about the choice I made
I need to…get help picking out the right products
I need to…understand the quality of the product
G O A L : I WA N T B U Y P R O D U C T S
F O R M Y G A R A G E

48. C O N T E X T
• The Who
• The What
• The Where
• The Why

49. B Y Y O U R S T R U LY
!
!
We are trying to create wonderful experiences for people. These
experiences need to provide value, exceed expectations and drive
results. At the same time, they should captivate, engage and
emotionally connect with users when they are trying to achieve a
goal - no matter the time, place or circumstances.
W H AT W E A R E T RY I N G T O D O

50. T H A N K Y O U !