austin seo: coffee & seo talk on ux
DESCRIPTION
How SEO practitioners can incorporate UX into their work.TRANSCRIPT
Coffee and SEO talk - Jessica Lowry in the Limelight
UX Basics How SEO practitioners can incorporate UX into their work.
presentation by Jessica Lowry
UX Consultant & Startup Founder
@jeslowry!austinservicedesign.com!linkedin.com/in/jeslowry
Who’s heard of UX?
Jess’s Dictionary
UX
UX is an acronym for User Experience. It encompasses how people behave when interacting with a service. !!Services can come in the form of software, hardware, furniture, products, intangible touch-points, etc.
Jess’s Dictionary
UX Design
When it comes to UX Design, there is no single designer. Much like film production, the design is the result of a collaborative effort of many different stakeholders. !!
Common Myths About UX
❖ It’s a luxury project expense. !
❖ It slows down project timelines. !
❖ You have to be an “expert” to conduct research.!
❖ You have to be a “genius” to design. !
❖ It’s superficial. !
❖ It’s not scientific.
About your brain…❖ Brain develops throughout our entire lifetime. !
❖ Perception is based on our past experiences. !
❖ Lower regions of the brain control our instincts. !
❖ Upper regions of the brain control our understanding. !
❖ Intelligence comes from the connection between the upper and lower regions of our brain.!
❖ Memory is formed through associations.
Attitudes
Goals
Behavior
“I’d participate in redesigning streets using KTTS as long as I knew the city would use it.” “I think most people are lazy if they drive a car everywhere.” “Cars serve a purpose, but they’re also major polluters.”
“I want more people to ride bikes and drive cars less.” “I think everyone should care about their carbon footprint. More awareness will bring change.” “I want city planners to care about what matters most to me and thats safe streets for bikes.”
“I’m never without my phone and I’m always searching for cool new apps and blogs.” “I like showing off my cool photos on Instagram and Facebook.”“I participate in Critical Mass and other groups that work to bring greater awareness to cyclists on the streets in my city and around the world.”
“It’s my right as a cyclist to dominate the road.”
The Creator Name: Sean Neighborhood Type: Urban Pioneer Age: 26Motto: If you can imagine it, it can be done. Primary mode of transportation: Bike Secondary mode of transportation: Car2Go
About: “I believe life is better on a bike. My whole world exists within a twenty by twenty block radius. I have no reason to rely on a car, but I occasionally use Car2Go when I need to pick up large items I can’t carry on my bike or have delivered. If I need to pick up friends from the airport I’ll typically use Car2Go or suggest they take the bus which gets them downtown in 20 minutes. ”
creating space for everybody
Project 1
I wishtherewerebikelanes
I wish there were more
trees
I wish there was a park
I wish I could walk safely
to school
I wish I felt safe at night.
KTTS Service Blueprint: Beta 1
Register Join Create Capture Design Comment Rate Share Analyze Report
v1, 2014Us
er A
ctio
nsFr
onts
tage
Back
stag
eM
oder
ator
Cont
ribut
or
Line of Visibility
Create username
and password
View all registrations
by time & location
Search for projects to
join
Respond to invite to join
project
Start a new project
Submit edits/ modify existing project
Upload photos
Submit location
information
Line of Interaction
Design on top of a photo or image
Duplicate a design and
modify it
Add comment to
design
Add comment to
project
Rate a design
Rate a project
Share a design via email or
social media
Share a project via email or
social mediaInvite friends
to register
Hide false registrations block bots
Auto-notification response to
requests
Auto-reply msg
confirming registration
Auto-notification successful
upload
Auto-send msg invite to
join
Send invite to friend to join project
Project owner
accesses dashboard
Project owner
exports data
Flag inappropriate
content
Flag inappropriate
user
Owner admin settings
Owner deletes
comments
Owner deletes design
Owner deletes photo/
location info
Remove flagged
contributors
Remove flagged projects
Remove flagged photo/ images
Remove flagged designs
Remove flagged
comments
Pull reports by city,
project type, user types
Pull reports on flagged
content
Auto-notification
project creation
Auto-notification draft saved
Auto-notification
design published
Auto-notification comment
added
Auto-notification
rating added
Auto-notification successful
external post
Auto-notification
recent activity
Auto-notification report sent
Database captures
user credentials
Database captures
user activity
Projects must meet
guidelines & standards
Projects are public or private
Users only see projects they can join
User restricted by subscription
level
Info access restricted by subscription
level
Images and photos
restricted by type & size
Auto-notification
unsuccessful upload
Auto-notification
unsuccessful creation
Draft designs can be edited
Published designs can not be edited
Published designs can be used by
any user
Comment edits
displayed in thread
Moderator can edit or
delete comments
Share type captured by
database
Analytic behavior captured
Dashboard of reported
content
Ability to follow up with users
Text project info
Report type captured by
database
Rate behavior
captured by database
The KTTS Customer Journey Canvas! SXSW 2013 Promotion & Research
Advertisement/ Public Relations• Scavenger Hunt • Printed ʻzine• Blog• Website
“Follow ʻAliceʼ down the rabbit hole to unlock Austinʼs wonderland.”
Social Media Pinterest, explore curated Austin & SXSW contentFacebook, engage in a community of like-minded people who are visiting Austin Twitter, ask questions and find resources
Word-of-mouthRegister to receive daily emails of Key recommendations for SXSW.Participate in the scavenger hunt to win exclusive offers. Participate in a unique service design research project.
Past Experiences SXSW App, SXSW Guide(s), Travel book(s), Austin Chronicle, Foursquare, Industry blogs, Mashable, Newspapers, local magazines, Google Maps, Google Search
ExpectationsDaily emails are going to be short and sweet. Not too much information, but just enough to add value to the overwhelming amount of SXSW information.Focus on the niche and less-known locations in Austin that arenʼt exploding at the seams with patrons.
Experiences Recommendations are tailored by the feedback received from participants completing the online survey (and sending emails or other electronic messages). The personalization of the recommendations relieves the pressure to search out activity options from multiple sources. User is able to relax and not worry as much about missing great content or experiences during SXSW. Content feels fresh, contextual and relevant (weather, spontaneous events, etc.).
Satisfaction/ Dissatisfaction The experience was unusual and provided unexpected recommendations. Some of the recommendations were a bit out there, but all of them were interesting and receiving them broadened my understanding of Austin during SXSW. I was pushed out of my comfort zone a little.
Service Journey
Word-of-MouthKey to the Street produced an out of the ordinary promotion at SXSW that was cross-channel, creative and added value to those who participated. The holistic brand experience showcased the service that will be delivered once the product is launched. This startup is worth investing in.
Social Media Foursquare, check-in at KTTS recommendations and scavenger pointsPath, keep a record of your SXSW adventure and KTTS experiences Tumblr, discuss the KTTS and SXSW experience with others Instagram, share memories
Customer Relationship Management Get Satisfaction is the easiest way to supercharge a customer-driven product development process. Customers are able to give us actionable feedback on what they want from our products and services. Additionally, weʼll being using Survey Monkey, Emails, Facebook, Twitter, Optimal Workshop & Google Analytics
Pre-Service Period Service Period Post-Service Period
User registers to receive KTTS SXSW daily emails. Each email has a high-level list of local recommendations.
User receives confirmation email of registration and invited to complete a survey to refine their daily recommendations.
User locates a scavenger hunt poster and is invited to redeem a local special offer.
At the bottom of each daily email is a call to action to participate in a city-wide scavenger hunt to enter a chance to win prizes.
User redeems local offer and is invited to participate in a UX activity to enter a chance to win a prize.
User invited to participate in a end of SXSW survey and rewarded with a SXSW playlist.
A B
CD
E F
Key Points…
❖ UX Assets enable everyone working on the project to share the same mental model. !
❖ UX Research can help you connect human beings to metrics and data. !
❖ Storytelling is the most effective way to uncover commonly overlooked gaps/issues.