User Experience Management: techniques to promote knowledge sharing

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Many of the blog posts, discussion threads and literature I read, in the area of UX Management, have a strong focus on process management. That is, of course, very important. How do we integrate user experience effectively into a development process? How do we fit research into the agile methodology? All incredibly pertinent questions that need discussing.

The beatings will continue until morale improvesHowever, there is another strand to leading a UX team. There is the people side. How can we motivate our team? How can we engender an environment of skill improvement and knowledge sharing?

The majority of user experience and design people are, in my experience, incredibly creative and passionate. There is a thirst for knowledge and a hunger for new ways of doing things. However, quite often, as managers, we lead teams that have graduates and people new to user experience. People at this stage in their career need a more formal framework for skill and knowledge learning. Not everyone is a natural self-starter. As user experience managers it is our jobs to nurture talent with skills and knowledge.

Over the course of a few posts, I’d like to talk about user experience management, outside the methodology/process arena. Things like knowledge sharing, motivation and making sure that UX has its place at the table in the corporate environment (yes, that does mean gaining influence, budget etc.).

In this post I’d like to share some of the techniques I use for knowledge sharing in my teams (user experience and design teams).

 

Weekly UX & Design Video

Every week a member of the team hosts a 30minute meeting. This meeting is open to anyone. At the meeting we show a video, or number of videos, on interesting topics. For example, we’ve had Seth Godin’s 7 Kinds of Broken and Vilayanur Ramachandran’s A journey to the center of your mind, to name but two.

The purpose of these sessions is to make sure we all stay outwardly focused. Making sure that we are always looking at new and different things, things that could inspire us and trigger a great idea. I got the idea for making this a regular team event from @leemcivor, so thanks Lee!
 

Brown Bags

Brown bags are knowledge sharing seminars. According to Wikipedia:

Brown bag seminars, sessions or lunches are generally training or information sessions during a lunch break. Brown bag is a symbol for meals brought along by the attendees, or provided by the host. In the USA, those are often packed in brown paper bags. Brown bag seminars normally run an hour or two.

The aim is to use regular breaks, e.g. the lunch break, to provide some information to the attendees in a voluntary and informal setting. It is often followed by a discussion of the topic.

I send out an open invite to team members to propose a subject that they have an interest in, and would like to research and host a brown bag on. Anyone that doesn’t respond gets assigned a topic. The person researches the topic and gives a talk, usually lasting around 45mins, to the team, or to the whole department (depending on the depth of UXness of the subject). The subject is then opened up to the floor for some discussion.

Here’s a flavour of our brown bag topics:

  • Typography
  • Research on a shoestring [low cost research]
  • The craft of effective user testing
  • The customised user experience
  • Editorial design

The topics are broad and deep, and are a good mix of UX and Design, which helps to cross-pollinate knowledge between the two disciplines.
 

Book Reviews

There’s not a huge amount that I can add to the heading! Everyone on the team is given a book, from our library, to read and review. I like a specific emphasis on themes/techniques that the book mentions that may be applicable to us – how and why we could adopt/use them.
 

The Cool Wall

Our Cool Wall

Unashamedly ripped off from the BBC Top Gear Cool Wall! At a team meeting every month or so, I will invite people to bring along a printout of a site that they love or hate. They then pitch it to the team, why it’s good/bad and where on the wall it should go (Seriously Uncool, Uncool, Cool or Sub Zero).

This is a great way of doing some informal coaching around design critiquing, and how to articulate what works and doesn’t work. it teaches how to communicate what is good and bad about a site, its usability, experience, features and design.

This is also a nice, informal way of getting people more comfortable with public speaking, and a little bit of pitch practice too!

 

Pictionary

I spoke about this technique in my previous blog post Promoting Sketching, and how I like to use it to promote sketching. It’s also good fun and get the team working and laughing together. This was especially  useful when the design team joined my team, and it’s a great way for new starters to feel part of the wider team.


 

Do you use any of these? Do you have other techniques that you’ve found fun and effective?

 

 

Lessons UX can learn from viral advertising

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Large websites spend a lot of money on online marketing. Millions upon millions spent on ad buys, keywords buying, affiliates etc. It’s primary purpose is to drive traffic to a site – lead generation, in sales speak. Sadly, and this is a topic for another time, a fraction of what is invested in getting people to a site is spent on making the site experience more enjoyable!

More and more, brands are investing in campaigns that will go viral – that will spread around the internet by word of mouth, and generate buzz, inbound links, and ultimately, sales. Some of these, as I’ll outline below, have been phenomenally successful at achieving these goals.

What is it that makes these so effective? I believe that it’s emotion. These campaigns reach out to you on an emotional level and engage with you that way. It makes people want to watch them again and again, and it makes them (to quote Seth Godin) remarkable – people want to remark on them, they want to talk about them and share them.

To me, I find that an incredibly compelling brand experience. Let’s have a look at some of the ads that make this emotional connection, and what the brand got out of it.

 


Cadbury Gorrila (2007)

  • 14.5 million youTube views
  • 53k youTube shares
  • 40k Facebook likes
  • 5% revenue growth in 2007

 


Old Spice Guy (2010)

  • 2 of the videos have over 25 million youTube views
  • @oldspice Twitter account has over 90,000 followers
  • Responded to tweets with personal video:

  • Most viewed youTube channel in July 2010
  • 1 million Facebook likes
  • 107% sales increase for body wash over July
  • 55% increase in sales over previous 3 months

Oh, and you know you’ve made it when Sesame Street parodies you!


This video: 6 million views / 232k shares / 460k Facebook likes

 


BlendTek (2007 – present)

  • 117 million youTube views
  • ” The campaign took off almost instantly. We have definitely felt an impact in sales. Will it Blend has had an amazing impact to our commercial and our retail products.”
  • BlendTek now has as many inbound links as Whirlpool

 


Evian Roller Babies (2009)

  • Over 60 million youTube views
  • #1 on youTube / #1 on viral video chart
  • Over 450,000 facebook fans
  • World record for most viewed online ad
  • Top of IAB viral ad chart / #3 on viral chart

 


T-Mobile Dance (2009)

  • 27.5 million youTube views
  • 143k youTube shares / 20k youTube comments
  • 220k Facebook likes
  • #1 on viral video chart
  • 22% sales uplift

The ‘making of’ t-mobile dance is also worth a watch:


This video: 2.3 million views / 7k youTube favourites

 


T-Mobile Welcome Back (2010)

I always get a tear in my eye when I watch that video. Without fail. That’s an incredible level of emotional engagement, which accounts for thees numbers:

  • 7.9 million youTube views
  • 132k Facebook shares
  • 13k tweets
  • 689 blog posts

 


Some of the numbers around these virals are incredible. What I don’t have it the number of inbound links they resulted in, but with that level on engagement (not just views, but like and shares) it would be another big number. The fact that BlendTek has more inbound links, on the back of the Will it Blend campaign speaks volumes. On top of these numbers is the brand presence and value increase that virals like these give.

These ads make you smile, make you laugh, and maybe even cry. They are fun, exciting and quirky. They concentrate on emotion, and they use that emotion of build engagement with their brand and product.

I work for a travel company, and this is exactly what travel brands need to do. Travel is fun and exciting, and travel is an emotional activity. We can share this emotion online, in the same way that these ads do. By sharing emotions we can engage with our customers in a more personal way.

This isn’t just travel specific. I believe that to truly engage with people, to truly engage with customers, we need to build an emotional relationship with them. This relationship then fosters brand loyalty and sales. The loyalty point is very important, as commercially, it’s far more expensive for a company to get a new customer, than it is to keep an existing one.

I believe that, as the people who create customers experiences, we should aim to create and craft emotional experiences for our users. Websites that excite people, apps that make people smile, experiences that delight. That’s my vision for the products that I have for the products that I’m working on now.

Naturally this can’t just be done on one channel – build emotional connections with customers has to be a cross-channel activity: online, in store, advertising, marketing etc. All of these need to be reaching out in the same way. By doing this brands move away from user experience at a channel level, to customer experience at a company level.

The final word has to go to the Old Spice guy!


Sources:

 

 

 

 


A process for effective UX and Design delivery

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I work with my team to continually look for better and more effective ways of working. I’m a big fan of agile and iterative practices, but without a dedicated Scrum-master, it’s pretty hard to do full agile, IMHO. Over the past few weeks I’ve put together the following process for a UX and Design team to work to.

It incorporates many techniques that I think are vital to successfully delivering work:

  • Collaboration
  • Iteration
  • Regular reviews
  • Stakeholder input
  • Regular reviews (both with the team and with stakeholders)
  • Sketching
  • Prototyping
  • A style guide

This process was built around not having direct access to developers – so it  needs to sit within a wider Waterfall process, with a handoff into the development cycle.


The Process

 

1. Project initiator(s) work with UX to:

  • Articulate the business needs/requirements,
  • Articulate the user needs/requirements,
  • Articulate supporting research (where applicable),
  • Commission additional research, analytics support etc.

2. Project group assigned, which includes:

  • project initiator(s)
  • UX,
  • Design,
  • Test,
  • front end developers,
  • back end developers,
  • architect(s),
  • project manager,
  • business analyst,
  • content/editorial,
  • business representative(s) as applicable.

3. [ KICKOFF ] Carry out a Design Jam for the feature:

  • UX presents research and frames what the objectives are,
  • Group breaks into smaller, multi-disciplinary teams,
  • Teams brainstorm and sketch:
    • user journey/flow
    • pages and components

4. UX refines and elaborates the user flow and sketches.

5. [ ITERATE ] Sketches reviewed by team at weekly iteration review meeting.

  • Team breaks down features as much as possible,
  • Gives ROM (rough order of magnitude) estimates given for each story/task.

6. Milestone plan drafted and stakeholders identified (by UX and PM).

7. [ APPROVAL MILESTONE ] Sketches & plan reviewed by project stakeholder(s).

8.  [ ITERATE ] Agreed refinements as per Stakeholder feedback incorporated.

9.  Front end Developer works with UX to create a  prototype of the sketches.

10. [ ITERATE ] prototype reviewed by team at weekly iteration review meeting.

11. Informal user testing is carried out on the low fidelity prototype.

12. [ ITERATE ] Refinements as per testing incorporated.

13. Team reviews sketches/prototype in context of style guide (and component library), to determine how many new style elements and components are needed.

14. Designer begins works on new components needed for the project.

15. UX begins to create formal wireframes.

16. [ ITERATE ] Creatives & Wireframes reviewed by team at weekly iteration review meeting.

17. [ APPROVAL MILESTONE ] Creatives reviewed by stakeholder(s).

18. [ ITERATE ] Agreed refinements as per Stakeholder feedback incorporated.

19. [ DELIVERABLE ] Front end developer refactors low fidelity prototype (where necessary) and applies style to match creative design.

20. [ DELIVERABLE ] Designer updates style guide/component library. (The concept of delivering page level creatives is no longer necessary. We work on a style guide and update components, as necessary, and add new components as they are designed and signed off).

21. [ ITERATE ] Team reviews functioning feature/pages at weekly iteration meeting, ensuring that it meets the sketches & wireframes.

22. Testing carried out on functional (but not plumbed into the backend) feature/flow.

23. [ ITERATE ] Refinements as per testing incorporated and reviewed .

24. [ APPROVAL MILESTONE ] Final deliverables reviewed by stakeholders.

25. [ ITERATE ] Agreed refinements as per Stakeholder feedback incorporated.

26. [ DELIVERABLE ] UX creates detailed wireframes, documenting state changes and interactivity, and adds them to the component library. This becomes a primary resource for the test team, along with the user flow(s).

27. [ DELIVERABLE ] Style guide updated.

28. Front end developer works with backend developer to ensure that front end code is integrated as per standards, and that the same quality of code that was provided (by the front end developer) is being returned by the application server.

29. [ MILESTONE ] Project team and stakeholders sign off integrated feature.

30. [ ITERATE ] Team reviews pages/components/features as they are integrated into the back-end systems, and carries out user testing as necessary. Any changes as a result of seeing the integrated work is specified and scheduled.


So, I know that this is a bit of a brain dump, and I’ll add some rationale at a later point. But I’d love to hear any and all thoughts and feedback you may have. Have I missed something? Is there something that can be taken out?

 

Friday link roundup

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Business Objectives vs. User Experience
http://www.smashingmagazine.com/2011/02/04/business-objectives-vs-user-experience/

Experiences are Emotional
http://johnnyholland.org/2011/02/03/experiences-are-emotional-2/

Are meetings broken, or are other problems being overlooked?
http://www.uxbooth.com/blog/are-meetings-a-broken-model-or-are-other-problems-being-overlooked/

UX Benefits to Building Mobile Web Apps
http://www.lukew.com/ff/entry.asp?1264Mobile Web Apps – Good for business but are they good for UX?
http://cvil.ly/2011/02/03/mobile-web-apps-good-for-business-but-are-they-good-for-ux/

Using Power Structure and Gestalt for Visual Hierarchy
http://sixrevisions.com/web_design/using-power-structure-and-gestalt-for-visual-hierarchy/

Designing a Reason to Come Back
http://johnnyholland.org/2011/02/01/designing-a-reason-to-come-back/

Inspirato Destination Guide
http://www.inspirato.com/Destination/Summary

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Is Content the Fourth Arm of the User Experience Trinity?

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It’s very rare, these days, that I go though my RSS feeds without coming across an article relating to content. It’s a sign of how much further to the forefront content has become in the digital landscape.

So, how intertwined is content with the user experience? It is completely wrapped up in it, In my opinion. However, in many organisations the content team is a different team to the UX and Design teams, oftentimes with different priorities.

Before I go any further, I had better explain what I mean by the user experience trinity! I believe that the user’s experience is made up of 3 primary elements: UX, Design and UI (or front-end/client-side) Development.

UX

What we would see as the role undertaken by a user experience (UX/IA/UEA.. whatever) professional. The flow and features of a site. How the pages hang together and the architecture of each individual page. Drawing on usability and ethnographic research to craft a site/application/product that meets the needs to the user and the needs of the business.

Design

The visual and aesthetics of a site. Does the visual style reflect the brand? Does is match the user’s, and the market’s, perception of the brand and its values? Is the visual tone of voice meeting the needs of the site? Does each page have a proper design balance? Are the appropriate visual treatments being given to the important areas on a page?

UI Development

This is physical manifestation of the experience. How does the site feel? What happens when a button is clicked? How quickly do overlays render? This is all about interaction design and the mechanics of the experience – the tactical nature of the interface (even more important in this world of touch based technology).

It’s at the intersection of all three of these ( ‘UX ∩ Design ∩ UI Dev’ if I remember my set theory correctly!) that I believe we find the sweet spot of the user experience.

It’s only when all three disciplines work together, each bringing their distinct point of view to the table, that the best experiences are crafted.

So, that’s my UX trinity. But of late I’m wondering if we need a 4th set?

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