ascentium 225 108th ave ne, ste 225 bellevue, wa 98004 t 425.519.7700 f 425.519.7758 ascentium.com...
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ASCENTIUM225 108th Ave NE, Ste 225Bellevue, WA 98004t 425.519.7700f 425.519.7758ascentium.com
PREPARED FOR
Ascentium Confidential | April 18, 2023 | Page 1
Ascentium Program Management Team
User Experience at Ascentium
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Ascentium Confidential | April 18, 2023 | Page 2
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
?
Interaction
User System
Experience
Mental models Labels & indicators
Controls
Actions & feedback
Gulf of Evaluation
Gulf of Execution
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Ascentium Confidential | April 18, 2023 | Page 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
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Ascentium Confidential | April 18, 2023 | Page 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
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Ascentium Confidential | April 18, 2023 | Page 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
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Ascentium Confidential | April 18, 2023 | Page 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
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Ascentium Confidential | April 18, 2023 | Page 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
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Ascentium Confidential | April 18, 2023 | Page 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
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Ascentium Confidential | April 18, 2023 | Page 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
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Ascentium Confidential | April 18, 2023 | Page 10
Improving customer online experience
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Ascentium Confidential | April 18, 2023 | Page 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
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Ascentium Confidential | April 18, 2023 | Page 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
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Ascentium Confidential | April 18, 2023 | Page 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
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Ascentium Confidential | April 18, 2023 | Page 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
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Ascentium Confidential | April 18, 2023 | Page 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
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Ascentium Confidential | April 18, 2023 | Page 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
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Ascentium Confidential | April 18, 2023 | Page 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
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Ascentium Confidential | April 18, 2023 | Page 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
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- Fruit- Apples- Oranges- Pears
- Vegetables- Celery- Zucchini
A or B? B!A
AB
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Ascentium Confidential | April 18, 2023 | Page 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
x Visibility of system status
Match between system & real world
User control & freedom
Consistency & standards
Error prevention
Recognition rather than recall
xD-
O
$ $ $
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Ascentium Confidential | April 18, 2023 | Page 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
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Ascentium Confidential | April 18, 2023 | Page 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…
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Ascentium Confidential | April 18, 2023 | Page 22
Who (and where) we are
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
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Ascentium Confidential | April 18, 2023 | Page 23
Who to contact
Leadership Michael Hinnant Kevin Wick
Resourcing Carlyn van Engelen, IMD Group Operations Manager Nancy Silver, IA/Taxonomy PM