adopting ia heuristics and iterative ux reviews: a usps.com case study
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Adopting IA Heuristics and Iterative UX Reviews:A USPS.com Case Study*
Jeffrey Ryan Pass | @jeffpass | IA Summit 2016 | May 8, 2016
Introclaimers*
Me: my phone
*See complete disclaimers in Appendix 1
Warner Bros via: Cultura Inquieta
It is a federal building with many long hallways; it is engineered for comfort and productivity
Some people think of USPS as a broken-down machine
Flickr: Gordon
Or an ill-fated machineWTOP
And while few would think of it as a ruthless machine…
KUT.org: Paolo Cocco
…those who understand the scope and scale of the operation could be forgiven for thinking it is a tricked out, (mid-century) modern machine
Barrett-Jackson
But the reality is more like this
YouTube: DownShiftRecords
Or even thisFlickr: Cha Cha
USPS.com in FY 20151:• $1.01 billion revenue (2.0% vs FY14)• 1.5 billion site visits (22.8% vs FY14)
• 55 million transactions (6.5% vs FY14)• 3 million/day average visitors• 55th most visited site USA2
• 239th most visited site world2
1. Source – USPS metrics (except where2)2. Source – Alexa, 10/01/15)
Flickr: Cha Cha
USPS.com traffic last week1: (Wednesday - Sunday, same days as #IAS16)• 10,146,208 browsers• 20,098,085 visits• 50,318,176 page views
1. Source – USPS metricsFlickr: Cha Cha
How do you communicate?
Universal
Create a shared
vocabulary?
Contempo III Productions
1. Findable2. Accessible3. Clear4. Communicative5. Useful6. Credible7. Controllable8. Valuable9. Learnable
Adopt (@abby_the_ia ’s) 10 IA Heuristics
And…10.Delightf
ul(Like Abby)#fanboy
@abby_the_ia
Know your tools, organize them, be their captain
Tested
AlwaysBeKnolling(Bullet #8)
Wikipedia: Sachs
Have a: plan / menu / approach 500px: Juan Carlos Salas
Socialize the process
Go around the table
Columbia
Adopt a Continuous Improvement Cycle
Galleria del Cembalo: Gilbert Garcin
Iterate, make a (flexible) scheduleMashable: Rob Godshaw
Mashable: Rob Godshaw
Sit in on the painful meetings and calls
Polycom
Make friends
with theagency
AMC
Give the agency a seat at the cubes
Warner Bros.
Accept that sometimes UX isn’t involved
Polycom
You may be a rock star, but you’re
probably not royalty
Me: my phone
Don’t be afraid to freak people out a bit
Position UX as a champion for related disciplines
Don’t miss a mailbox
Your utility belt is more useful than you think
o USPSo Aquilento IA Summit (& ASIS&T)o All the IAS volunteerso UXCamp DC & UXPA DCo All the moms
(did you send yours a card?)
Thank you +:
Flickr: Nicholsa Lopez
Adopting IA Heuristics and Iterative UX Reviews: A USPS.COM Case Study
IA Summit 2016Atlanta, GeorgiaMay 8, 2016
Jeffrey Ryan Passjeff.pass@aquilent.comabout.me/jeffpass@jeffpass
Smithsonian Postal Museum
Appendix 1: Disclaimers
I, Jeffrey Ryan Pass, being of questionably sound mind and clearly aging body am hereby:• Speaking as a practitioner• Not representing USPS• Not representing Aquilent• Not, technically, presenting a “case study” Additionally:• My opinions are my own• I like film and music…a lot (you’ll see)• I curse and sometimes go dark places but I’m trying
to keep both in check for today’s presentation • Full image cites and notes in appendix
*
Smithsonian Postal Museum
Appendix 2: Images & Notes (1/5)
The “Bird in the Box”, the USPS logo (sans logotype). Source – USPS Help on Twitter: https://twitter.com/ uspshelp
“Me at Work”, In front of the USPS headquarters building at L’Enfant Plaza in Washington, DC. Source – my phone
Ex (emphasis on ex) postal workers do the darnedest things; “Photos: Small aircraft lands on Capitol Lawn”. Source – WTOP (DC news radio): http://wtop.com/local/2015/04/photos-small-aircraft-lands-on-capitol-lawn/slide/13/
Uncropped/unaltered images shown. Links valid as of 05.07.2016. Notes may or may not relate to images or slides or my rantings.
“Lance Armstrong” riding as part of the (then) USPS Cycling Team. Source – Paolo Cocco (AFP/Getty Images) via KUT.org (Austin news radio): http://kut.org/post/next-lance-armstrong-post-confession-court-cases
An old USPS delivery Jeep shot on “Day 51”. Source – JudeanPeoplesFront (Gordon) on Flickr: https://www.flickr.com/photos/79538023@N00/1361662255
“The haunted hallways of the Overlook Hotel.” Source – Warner Bros. via Cultura Inquieta: http://culturainquieta.com/en/foto/item/6643-stanley-kubrick-a-visual-analysis-of-his-film-inspirations.html
The classic “1963 Jeep Custom Mail Van” reworked and souped-up. Source – Barrett-Jackson: http://www.barrett-jackson.com/Events/Event/Details/1963-JEEP-CUSTOM-MAIL-VAN-162905
“Modded US Mail Jeep”, a classic Jeep mail delivery vehicle all tricked out. Source – Down ShiftRecords on You Tube: https://www.youtube.com/watch?v=5336lazelcQ
Appendix 2: Images & Notes (2/5)Uncropped/unaltered images shown. Links valid as of 05.07.2016. Notes may or may not relate to images or slides or my rantings.
Still from “Lost in Translation”. Source – Universal via The Daily Beast: http://www.thedailybeast.com/articles/2013/09/12/sofia-coppola-discusses-lost-in-translation-on-its-10th-anniversary.html
There is a weird sub-culture of people that like to create a “USPS Hot Rod” from old mail delivery vehicles. Source – RZ02 on PhotoBucket: http://bit.ly/1UmFirv
Impression from the “Mr. Zip” rubber stamp (ink on paper). Source – cha cha (stamps) on Flickr: https://www.flickr.com/photos/scooterfox/albums/72157607769551951
“Abby_Headshot_Long”, from Abby’s press kit then manipulated by Madeo Studio. Abby gets the largest image for obvious reasons (image orientation, of course). Source –Madeo Studio: http://madeostudio.com/tag/information-architecture/ Read more about Abby’s 10 IA heuristics: Does IT Have Legs? Information Architecture Heuristics for Interaction Designers
Still from “Incubus (1966)”, the first, and as far as I know only major film made in Esparanto. Source – Contempo III Productionsl via The A.V. Club: http://www.avclub.com/article/incubus-1966-47347
"Adam's 'Star Trek' Captain's Chair.” Source - Tested via Popular Mechanics: http://www.popularmechanics.com/culture/tv/a15581/adam-savage-star-trek-captains-chair/
Appendix 2: Images & Notes (3/5)Uncropped/unaltered images shown. Links valid as of 05.07.2016. Notes may or may not relate to images or slides or my rantings.
“The War Room”, Columbia Pictures via Military History Monthly: http://www.military-history.org/articles/war-on-film-dr-strangelove.htm
The “Human Hamster Wheel Could Be the Ultimate Standing Desk”. Source – Rob Godshaw via Mashable:http://mashable.com/2014/09/25/human-hamster-wheel-standing-desk/#QZlxZLyblEqi
Official studio photo from “Mad Men Season 5”. Source – AMC: http://www.amc.com/shows/mad-men/talk/2012/03/season-5-studio-photos
“Polycom SoundStation2.” Source – Polycom: http://www.polycom.com/products-services/voice/conferencing-solutions/conferencing-phones/soundstation2.html
“Le moulin de l’oubli.” Source – Gilbert Garcin via Galleria del Cembalo: http://www.galleriadelcembalo.it/eng/garcin/
Facsimile of the “Washington Post Newsroom”. Source – Warner Bros. via Cinema Style on Blogspot: http://bit.ly/1YVW67Z
“Dr. Strangelove: Plan R” photographed at the Stanley Kubrick Exhibition (see it at all possible; it directly addresses many issues close to IA). Source – Juan Carlos Salas via 500px: http://www.military-history.org/articles/war-on-film-dr-strangelove.htm
"How To Knoll.“ Source – Tom Sachs via Wikipedia: https://en.wikipedia.org/wiki/Knoll_(verb) See also 10 Bullets by Tom Sachs (Bullet #8)
Appendix 2: Images & Notes (4/5)Uncropped/unaltered images shown. Links valid as of 05.07.2016. Notes may or may not relate to images or slides or my rantings.
“Batman ‘66 (Hot Toys)”, The Figure In Question: https://thefigureinquestion.wordpress.com/tag/hot-toys/ BTW, collecting, pristine, in-package, is all fine an good, but please… play with toys too!
“Rural Mailboxes in Southern California.” Source - Jeff Dowler CRS via ActiveRain: http://activerain.com/blogsview/3485794/rural-mailboxes-in-southern-california
“Beautiful Little Prince Illustrations.” Source – Kim Min Ji via Bumbles and Fairy-Tales: http://bumblesandfairytales.tumblr.com/post/119570303205/87-mm-beautiful-the-little-prince-illustrations
Help to show people “to the seat with the clearest view”, “David Bowie – Life on Mars?” Source – EMI Music via Vevo: https://www.youtube.com/watch?v=v--IqqusnNQ
“Remembering the Purple One”, at the American Film Institute (AFI) Silver Prince Remembrance showing of Purple Rain: my phone. Support the AFI and AFI Silver Theater.
“Freddy Mercury.” Source – Dave Lifton for Queen Rock Band on Blogspot: http://queenrockband.blogspot.com/2012_10_01_archive.html
“Princess Leia – Sending Message to Obi Wan Using USPS.” Source – Nicholsa Lopez on Flickr: https://www.flickr.com/photos/nicholaslopez/1796998213
Appendix 2: Images & Notes (5/5)Uncropped/unaltered images shown. Links valid as of 05.07.2016. Notes may or may not relate to images or slides or my rantings.
“Mr. Zip Don't Tie Up.” Source – Smithsonian Postal Museum: http://postalmuseum.si.edu/zipcodecampaign/p6.html
“Mr. Zip Air Parcel Post.” Source – Smithsonian Postal Museum: http://postalmuseum.si.edu/zipcodecampaign/p5.html
The “iasummit prius” logo. Only bigger. Source – IA Summit: http://www.iasummit.org/themes/iasummit_prius/logo.png
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