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Ascentium Program Management Team

Ascentium Program Management Team. User Experience at Ascentium. Experience. What is the “user experience”?. Users: the people who actually use the tools & information systems we design, build, and maintain Experience: the interactions between user and the systems. Gulf of Evaluation.

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Ascentium Program Management Team

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  1. Ascentium Program Management Team User Experience at Ascentium

  2. Experience What is the “user experience”? • Users: the people who actually use the tools & information systems we design, build, and maintain • Experience: the interactions between user and the systems Gulf of Evaluation Mental models Labels & indicators Controls Actions & feedback Interaction User System Gulf of Execution

  3. What is User-Centered Design? • User Experience Design: designing the interactions between the user and the systems to satisfy user and business objectives. • User Centered Design: do this from a user-centric perspective. • Understand the user • Iterate on the design to refine the experience – minimize the gulfs • Measure the experience empirically

  4. Why User-Centered Design is good for clients • Deepen knowledge • Of the users • Of their own business • Increase efficiency and effectiveness • Prioritize user and business objectives • Optimize user tasks & interactions • Support crucial work processes • Increase end user satisfaction • Product is pleasant to use • Increased technology adoption • Increased customer retention

  5. High-level business problems that IMD solves • Brand equity & awareness • Brand strategy • Driving demand through online channel • Building online customer loyalty • Driving product awareness & usage • Improving customer online experience

  6. Brand Strategy / Brand Equity & Awareness • User Research • Compliment Market Research to create and refine audience segmentation and persona development • Understand user perceptions and behaviors • Competitive and Comparative Research • Assess the features and usability of competitors • Identify gaps and differentiation opportunities • Content Strategy • Content management and organization structures for supporting communication planning and execution

  7. Driving demand through online channel • User Research • Understand user behavior and context • Interaction Design • Creating the landing locations and views • Designing the navigation and user experience to enable the behaviors that fulfill the demand • Usability • Evaluate effectiveness and ease of use of the demand fulfillment site • Investigate the “Why” of behaviors identified in analytics

  8. Building online customer loyalty • User Research & Personas • Understand user behavior and motivations • Insight for prioritizing audience segments and online features • Interaction Design • Designing effective and engaging user experience to drive customer satisfaction • Providing the right information to the user at the right time • Giving the customer a sense of control and predictability • Usability • Assessing effectiveness of user experience • Measuring customer satisfaction

  9. Driving product awareness & usage • User Research • Compliment Market Research to create and refine audience segmentation and persona development • Understand user perceptions and behaviors • Competitive and Comparative Research • Interaction Design • Product access and navigation to/through product • Product design and interaction effectiveness • Usability • Assessing product ease of use and effectiveness

  10. Improving customer online experience

  11. High-level business problems that ESD solves • Enterprise Content Management • Intranet/Extranet Portals and Collaboration • Internet/Public CMS-driven sites • Enterprise Application Development • CRM Customization and Deployment • Business Strategy and Analysis • Business Intelligence and Reporting

  12. Enterprise Content Management • User Research & Personas • Understand user perceptions, behaviors, motivations, and context • Insight for prioritizing audience segments and online features • Content Strategy • Content management and organization structures for supporting communication planning and execution • Information management strategies and execution: intrinsic, descriptive, and administrative schemas • Interaction Design • Designing the navigation, view, and information creation/management • Providing the right information to the user at the right time • Business application access and integration • Usability • Assessing ease of use and effectiveness of user experience • Task success and efficiency • Measuring KPI-driving behaviors and user satisfaction

  13. Enterprise Application Development • User Research & Personas • Understand user perceptions, behaviors, motivations, and context • Insight for prioritizing audience segments and application features • Competitive and Comparative Research • Assess the features and usability of competitors and existing applications • Identify gaps and differentiation opportunities • Interaction Design • Designing the views, controls, and processes that enable the task completion • Designing effective and engaging user experience • Giving the user a sense of control and predictability • Usability • Assessing ease of use and effectiveness of user experience • Conceptual and interaction model validation • Task success and efficiency • Measuring user satisfaction

  14. CRM Customization and Deployment • User Research & Personas • Understand user needs, motivations, processes, and context • Insight for prioritizing audience segments and online features • Content Strategy • Information management strategies and execution: intrinsic, descriptive, and administrative schemas • Define information structure and relationships • Interaction Design • Creating views and related actions • Designing effective and engaging user experience to drive customer satisfaction • Providing the right information to the user at the right time • Usability • Assessing ease of use and effectiveness of user experience

  15. Business Strategy and Analysis • User Research & Personas • Understand the internal and external actors • Understand user perceptions, behaviors, processes, motivations, and context • Competitive and Comparative Research • Assess the features and usability of competitors • Identify gaps and differentiation opportunities • Usability • Evaluate effectiveness and ease of use of existing systems and applications • Investigate the “Why” of behaviors identified in analytics or metrics

  16. Business Intelligence and Reporting • User Research & Personas • Understand user information needs and priorities • Insight for prioritizing audience segments and online features • Content Strategy • Information management and organization strategies • Interaction Design • Creating the views and information exploration controls • Designing the navigation and user experience to enable the analysis • Providing the right information to the user at the right time • Usability • Assessing ease of use and comprehensibility of information displays and exploration • Measuring customer satisfaction

  17. High-level business problems that ECMD solves • Large-scale Web Property Management • Strategy • Configuration and Content Development • Deployment and Maintenance • Content Management Systems • Site Support

  18. How it’s done • User Research • Collect input from users • Discover & document workflow & user tasks • Information Architecture/Taxonomy • Analyze content & map knowledge domain to workflow & tasks • Generate navigational, search, and classification taxonomies • Interaction Design • Design UI components • Optimize sequence of user actions to support goals & tasks • Usability • Evaluate existing UIs with users • Test cognitive models & concepts • Validate prototypes with users

  19. What we produce • User Research • User Research reports • User personas & scenarios • Workflow diagrams • IA/Taxonomy • Site maps • Navigational & search taxonomies • Thesaurus/classification systems • Controlled vocabularies • Content strategies • Interaction Design • User flow diagrams • Wireframe diagrams • Storyboards • Usability • Usability evaluation reports • Heuristic scorecards • Paper & functional prototypes

  20. What does your project need? • Target kinds of work we do to provide value to your project • UX process & deliverables can be scaled to match size & scope of project • Tiny: 1-page layout, 3-screen flash demo • Projects: Windows Live Mail Beta Demo • UX: Information Design • Small: Site design refresh, restructuring site map, 4-screen web app • Projects: InfoWeb CustomerWeb Site, Windows Live Shopping Gadgets • UX: Navigation Taxonomy, Heuristic Evaluation, Wireframes • Medium: Full site redesign, intranet • Projects: Telect, KCLS • UX: User Research, Content Analysis, Taxonomy, Site Map, Content Strategy, Wireframes • Big: Desktop application, content management system • Projects: PENS, CSTAR, Avista • UX: User Research, Task Analysis, Content Analysis, Card Sorting, User Flow Diagrams, Paper Prototyping, Wireframes

  21. ROI of UCD and User Experience Design • ROI Measures • Increased user productivity • Decreased user errors and error recovery time • Decreased training and learning costs • Development savings by making design decisions early in the process • Decreased user support costs • Increase traffic and demand/appeal • Increased sales and conversion • Increased customer and user satisfaction • Increase customer/user trust • Increase in organization perception and brand value • Decrease cost of change (processes, practices, tasks) • Increase compliance (auditing, accessibility, etc.) • Prioritization of tasks/features (maximize investment) • Decreased growth/evolution costs • Details and estimated measures to come…

  22. IMD (Civica South 2) Michael Hinnant Kevin Wick Aaron Louie Allan Kempson Erin Hawk Lauren Manes Marianne Sweeny Matt Turpin Roseann Ferrara Ryan Lane ESD (Civica North 2) Ken Ohnemus Becca Galfer ECMD (Bellevue Place) Beverly Slabosky Branka Kosovac Diana Streat Diane Longmore Garth Highsmith Kim Prater Layne Foit Mike Doane Nicole Stanley Susan Presley Tyler Roehmholdt Spokane Phil Lanier Who (and where) we are

  23. Who to contact • Leadership • Michael Hinnant • Kevin Wick • Resourcing • Carlyn van Engelen, IMD Group Operations Manager • Nancy Silver, IA/Taxonomy PM

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