DCWW Code(Her) workshop July 9, 2013 by Amber Cartwright and D. Anthony Verdin from Huge, Inc.

1. DCWW Intro to User Experience
July 9, 2013
hugeinc.com
info@hugeinc.com
45 Main St. #220 Brooklyn, NY 11201
+1 718 625 4843

2. Agenda:
1. Introductions 2. About Huge
3. Our process 4. Good & bad
usability 5. Case study
6. Questions

3. Introductions.
Amber Cartwright, User Experience Lead
D.Anthony Verdin, User Experience Lead

4. About Huge.

5. Huge.
We help transform brands
and grow businesses.

6. We believe.
Great user experiences are
what drive business performance
and marketing.

7. AdAge A-List for 2012
Top ten agencies as ranked by AdAge, across all marketing disciplines.
Third-largest mobile agency
According to AdAge for 2012.
Social media agency of the year
2011 and 2012 by OMMA / MediaPost.
Most innovative agency
for 2012 by Digiday and One of Five for 2011 by Mashable.

8. Founded in 1999
Full-service digital agency within Interpublic Group
600 employees
How we’re structured.
Los Angeles.
Rio de Janeiro.
London.
Brooklyn.San Francisco.
Portland.
Washington, DC.
Atlanta.

9. Our culture:
Make something you love.
Hire the best people.
Work on incredible projects.
Have fun.

11. newsweek

12. Pizza Hut:
Strategic insight.
Creative/UX design.
Business analysis.
Project requirements.
Wireframing.
Project & account management.
Measurement & analytics.
Social & digital media.
SEO Optimization.
Front-end web & portal development.

13. Our process.

14. UX is at the core
of everything we do at Huge.
We all put the user first
regardless of department.

15. 80+interaction & product
designers globally.

16. We are:
strategists + designers + coders

17. Business &
brand needs.
Audience
needs.
Tech & Org
Considerations.

18. Process overview.
1. Discover 2. Plan 3. Create &
iterate
5. Measure &
evolve
4. Implement
• Stakeholder Interviews
• Consumer Research &
Insights
• Brand & Content Audit
• Competitive & Market
• Landscape Analysis
• Platform & Technology
Assessment
• Goal Prioritization
• User Personas &
Journeys
• Creative Brief
• Communications
Strategy
• Road Map
• Asset Matrix
• Measurement Plan
• Creative Concepts
• Campaign Architecture
• Wireframes
• Digital Experience
Design
• Prototyping & User
Testing
• Creative Assets
• Style Guidelines
• Functional Specs &
Annotations
• Development &
Infrastructure set-up
• Testing & Analytics
• Implementation
• Deployment
Management
• Tracking Analysis
• Media optimization
• Measurement of
Success
• Future Enhancements
Plan & Research

19. It’s really all about collaboration.

20. Ideas, ideas, and more ideas.

21. A lot of companies
don’t realize their brand
is their online experience.

22. Here’s the best part:
In many cases, user goals
and business needs align.

23. I want to pay.
Why do you make it so hard
for me to give you
my money?

24. I need help but
I don’t feel like calling you
and waiting on hold forever.
Why can’t I just find
the answer myself?

25. I do business
with you all the time.
Why does it feel like you
don’t know me at all?

26. Good & bad
usability.

27. A good user experience is…

28. Good UX is:
1. Understandable
2. Actionable
3. Engaging
4. Efficient

29. Good UX is:
1. Understandable
2. Actionable
3. Engaging
4. Efficient

30. Good UX is:
1. Understandable
2. Actionable
3. Engaging
4. Efficient

31. Good UX is:
1. Understandable
2. Actionable
3. Engaging
4. Efficient

32. It’s easily learned.

33. Vine is a perfect example.

34. Vine is a perfect example.

35. A new behavior is learned after a
single use.

36. Porsche European delivery.
Understandable
Actionable
Engaging
Efficient

37. Actions are hard to find and navigate.
Understandable
Actionable
Engaging
Efficient

38. Nothing entices users to play with it.
Understandable
Actionable
Engaging
Efficient

39. It’s takes lots of time to figure out.
Understandable
Actionable
Engaging
Efficient

40. Physical-world experiences
can be judged against the
same criteria.

41. Santa Cruz utility boxes.
Understandable
Actionable
Engaging
Efficient

42. Illustrating the utility box’s use marks
a huge improvement.
Understandable
Actionable
Engaging
Efficient

43. Simplifying generally improves
communication to users.

44. But simple doesn’t mean it can’t be
complex, but streamlines needs.

45. A personal favorite.

46. Your turn.
Explore the space and find
objects that represent both good
and bad usability.

47. Send your pics to
goodbadux@gmail.com.

48. Case Study.

49. In order to better understand
some of the steps in our process,
we are going to dive deeper into
one site’s experience.

50. We are going to explore three steps of
our Discovery phase.
1. Define business & user goals
2. Feature prioritization
3. Concept sketching

51. Our case study: freshdirect

52. User goals:
The goals and needs that people
have. This doesn’t necessarily need
to be tied to an online experience.

53. Our user might say…
“I’m a busy mom, I want buying groceries to
be fast and convenient.”
“Sales and discount are a priority for me.”
“I won’t order vegetables without seeing
them, but I will get my staples online.”

54. That translates to these user goals.
“I’mabusymom,Iwantbuyinggroceriestobefastandconvenient.”
Make the experience simple and personalized.
“Salesanddiscountareapriorityforme.”
Keep offers prominent and available.
“Iwon’tordervegetableswithoutseeingthem,butIwillgetmystaplesonline.”
Make repeat buys easy.

55. Business goals:
Help boost the brand and
increase profitability.

56. The business might say…
“I want to get people to the products they
want faster.”
“I want people to think ‘freshdirect’when
they think groceries.”
“I want our customers to order anytime &
anywhere they want.”

57. This translates to these business goals.
“Iwanttogetpeopletotheproductstheywantfaster.”
Decrease the number of steps it takes to find a product on the site.
“Iwantpeopletothink‘freshdirect’whentheythinkgroceries.”
Increase brand awareness through marketing and elevated
experiences.
“Iwantourcustomerstoorderanytime&anywheretheywant.”
Create a branded experience across devices.

58. Activity 1: Goals
Review the freshdirect site for 10
minutes in your groups. Define what
you think the three primary business
and user goals are from the site.

59. Review goals.

60. Next, let’s take a look at a single
page and assess it’s experience.

61. Is this page meeting your goals?

62. Is this page meeting your goals?
“Sales and discount are a priority for me.”

63. Are deals prominent enough?

64. Activity 2: Feature prioritization
With your user & biz goals in mind,
Take 10 minutes in your group to list
out the top 5 features on the page.

65. Review top 5 features.

66. Now let’s review one module on the
product page and redo it.

68. Now we’re going to sketch. Here are
some things to think about.
• Bring your priorities to the front
• Remove features in the module
• Add something new
• Change the interaction
• Change the language
• Don’t worry about what the sketch
looks like

69. Activity 3: Sketch
Again, keeping your goals as
priorities, take 15 minutes to sketch 2
other versions of this module
individually. Choose one favorite
from the group to present.

70. Review favorite sketch.

71. You have learned some of the basics
in UX today. We hope you had fun
and thanks!

72. Questions…

73. hugeinc.com
info@hugeinc.com
45 Main St. #220 Brooklyn, NY 11201
+1 718 625 4843