World Usability Day 2014: Engagement (Master Deck)

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The Basics

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OUR SPEAKERS

David Whittle – Different Types of Engagement

Lis Hubert – Engagement Through Content Strategy: A Story

Chelsey Delaney – Engaging Users With Humor Design

Karen Pascoe – Design of the B2B2C Experience

Fahd Arshad – Success Stories in Engaging Stakeholders & SME’s

David Whittle,

Director of User Research

Engagement

What do we mean by

engagement?

Why does it matter?

What are people engaged with?

Measure the right things.

Thank you!

@mokus_ux

ENGAGEMENT THROUGH CONTENT STRATEGYA STORY

LIS HUBERT

@LISHUBERT

ELISABETHHUBERT.COM

HELLO.

CONTENT STRATEGYONE WAY TO ENGAGE PEOPLE

WHAT IF?

ONCE UPON A TIME…

“NO STORY LIVES

UNLESS SOMEONE

WANTS TO

LISTEN.”~ J.K. ROWLING

Give Thy Thoughts No Tongue by Josh McGinn on Flickr

ENGAGEMENT

https://www.flickr.com/photos/svenstorm/2509802965/in/photostream/

https://www.flickr.com/photos/svenstorm/

THANK YOU.

LIS HUBERT

@LISHUBERT

ELISABETHHUBERT.COM

Chelsey Delaney

Senior User Experience Consultant, Catalyst Group

www.catalystnyc.com

@chelsed

Engaging Users With

Humor Design

In this talk…

World Usability Day, New York | Thurs., Nov. 13, 2014

I. What is it?

II. Why use it?

III. How does it work?

IV. Three guidelines

V. Success

What is it?

Humor


“ … something unexpected,

the truth of which is

recognized.”

- Aristotle

UX Design


“ ‘User experience’

encompasses all aspects of

the end-user’s interaction

with the company, its

services, and its products.”

- Don Norman

Humor + UX Design


“Designing something

unexpected, the truth of

which is recognized, within

aspects of an end-user's

interaction with a company,

its services, and its products.”

Why use it?

Benefits of Humor Design


1. A collaborative, productive process

2. An engaging, meaningful product

3. A digital experience that engages

by way of the human experience

How does it work?

Well…


You can incorporate humor design into

your process AND your product.

First, the processA typical UX process


First, the processA UX process with humor


Then, the product


- Use a combination of design principles

and humor principles

- Say what?

Three guidelines(for humorous, engaging products)

1. Know your desired outcome.


- It’s not about you (being funny).

- Use humor only when it’s appropriate.

2. Create a “comic frame”.


- Humorous content needs humorous

context.

- Plan for sustainable humor, which

yields higher engagement.

3. Contrast audience expectations.


- Contrast is the key to design humor.

Success

Remember


Designing for humor and for

engagement is most successful when

the design is:

1. Useful

2. Natural

3. Memorable

Chelsey Delaney

Senior User Experience Consultant, Catalyst Group

www.catalystnyc.com

@chelsed

Thank you!

Design of the

B2B2C experience

Karen Pascoe

SVP User Experience, MasterCard

A word about APIs

Things you can do as a…

B2C

B2B

What is B2B2C?

Employees

Customers, Developers, Partners

Consumers

B2B2C solutionsJourney(s) mapping

Experience(s) Design

Reference Designs

Patterns & toolkit

Adopt A Customer

Here’s some of our stuff…

And a few more…

Next frontiers

Customer Experience Council

Design Council

Digital Vision

↓

The C-Suite conversation

Next frontiers

Customer Experience Council

Design Council

Digital Vision

↓

The C-Suite conversation

Thank You :)(and yes, we’re hiring, but only if you like Legos)

Highly Confidential

SUCCESS STORIES IN

ENGAGING STAKEHOLDERS & SME’S

Fahd Arshad

World Usability Day 2014

Head of UX Design for Financial Products

Bloomberg LP

Highly Confidential 67

IMPACT QUALITY

Why is Engagement Important?


Design Environment

Product managers are Subject-Matter Experts (SMEs);

Designers & Researchers are not.

Stakeholder believes they know the user.

Stakeholders are not UX-aware.

Highly Confidential

1. Be Holmes, Sherlock Holmes


Provide Insights to SMEs during Interviews

Elicit a “Morning coffee story”, probing on users’ context,

needs, and motivations, not just the tasks.

Record and sketch your interpretation of the narrative.

Highly Confidential


Interviews Drive Engagement

Help stakeholders gain insights on what they already know,

and recognize what they don’t know.

Move them from “fix this” and “build that” to deeper

analysis. This leads to innovative thinking.

Highly Confidential

2. Play Design “Moneyball”!


Go for the base hits, not the home run

Get micro-ideas in front of stakeholders early

Shows that you understand the problem

You get early validation

Keeps momentum

Highly Confidential

Sketch Examples

Highly Confidential

3. Redirect Criticism, Aikido-Style!


Leverage criticism into a conversation

Treat stakeholders and SMEs like users – each criticism is an

opportunity to learn.

Repeat the cycle: on-the-fly interviews, synthesis, and micro-

ideation. Engagement will continue to go up.

Stakeholders and SME’s are not good at design critique. But

design is infectious!


Thank you

Organizers, Attendees, and Sponsors of World Usability Day 2014

Mark Safire, for the Moneyball metaphor and being an invaluable sounding board

Damian Haase, Nina Shih, and Pardha Pyla for work samples

Jeff Kim and Bloomberg Visual Design team for graphical design of slides

Highly Confidential#wud2014

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Submit your questions live by:

1. Raise your hand!

2. Tweet @CoryLebson #wud2014


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Thanks to the Volunteers!Akiko Ikkai

Antoinette Colaizzi

Arun Sriramineni

Ashley Delose

Carrie Nelson

Georgia Gallavin

Gloria Petron

Guanting Li

Iva Turgut

Karin Steiner

Laura Wang

Ligja Gill

Maor

Peter March

Rachel Amo

Riddhima Shelat

Rodrigo Sanchez

Ruth Neighbors

Sarah Sopab

Sylvia Lee


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Thanks for coming out!

World Usability Day 2014: Engagement (Master Deck)

Technology

Transcript of World Usability Day 2014: Engagement (Master Deck)