serendipity with ux & digital marketing
TRANSCRIPT
SerendipityUX&DigitalMarke4ng
AUDREYANG
Hithere,mynameisAudreyAngandIamanexperiencedDigitalMarketer&a2-=mestartupfounderwithUXskills.IhaveworkedonglobalbrandslikeDisney,Dell,eBayandhaveco-foundedbrandslikePagePinkinSingaporeandTAMPinThailand.WithUX,Iwanttodeliverwebandmobileexperiencesthatcombinelisteningtousers’needswiththebusinessmindsetofastartupfounderandtheexecu=onknow-howofaDigitalMarketer.
MYSTORY
SERENDIPITY-1
UXPropelsTheBusinessForwardToProductMarketFit
Havinglaunched2startups.Ihavelearnttheimportanceofgoodproductmarketfitforabusinesstobeviable.UXspeedsupandnarrowsthegapbetweenbusiness’needsandusers’needs.
UXTHEPROPELLER
SERENDIPITY-2
TheDoubleDiamondApproachToUX&BusinessChallenges&Opportuni=es
Myapproachtoanybriefistotakeastepbackandhaveaholis=cunderstandingofthebusiness,learningfromthestakeholders,usersandevencustomersoftheusersifany.AsmuchasIlovealinearprocesstoasolu=on…some=mesgreatworkcanbedevelopedinanonlinearfashion.Ithinkwithanynewbusinesschallenge,beopen-mindedandnotjumpintothesolu=onorbetooaXachedtothesolu=onbeforefullyresearchingandunderstandingthebusiness,itscompe=torsanditsusers.Andalwaysbereadytorinseandrepeat.
THEAPPROACH
SERENDIPITY-3
Compe==veAnalysisForDesign&BusinessImplica=ons
Conduc=ngdetailedcompe==veanalysisprovidesanopportunitytodeterminewhetheraproductisfocusedandprovidingvaluetousers.Acheckonproductmarketfit.Aclearunderstandingofwherethebusinessaimstoheadtowardsalsohelpsinrefiningthedesignstrategy.
RESEARCH
SERENDIPITY-4
Ilookatwebanaly=cstounderstandthetrafficperformanceofthebrandandalsoitscompe=torstoguidedesignandbusinessdecisions.Usingfreeonlinetoolstoaccessthecompe=tors’sitetrafficperformance(manythinkitisonlyvanitymetrics)&maynottellthefullstorybutitcanactasaguidetotheUX&designstrategy.
DataAnaly=csToUncoverInsights&TrendsRESEARCH
SERENDIPITY-5
ScreenerSurveysSparkHighLevelTrends&Insights
Screenersurveysformsanini=alsteptoscreenoutface-to-faceinterviewees.Andexecutedwell,itcanprovidehighleveltrendsandinsights.
RESEARCH
SERENDIPITY-6
UserInterviewIsAnArtForm
Interviewingusersinaneutralwayisessen=altouncoverinsightsthatarenotbiased.I‘velearnttonottoaskleaningques=onsandtoalwaysdigfurtherinusers’answersun=lthey’veexhaustedtheiranswers.Keepingneutralisanartformandamust-do.
RESEARCHRESEARCH
SERENDIPITY-7
AffinityMappingShowsTrends&DesignImplica=ons
Affinitymappingbasedontheface-to-faceinterviews.First,Iplacethecontentunderpain,pleasures,contextandbehaviour.Then,Iorganizethepostitnotesbasedondifferentcategoriesandstartlookingattrends.
ANALYSIS&IDEATION
SERENDIPITY-8
PersonasAreMappedWithProductFeatures
Withaffinitymapping,wecanseetrendsandstartdevelopingpersonas.Andeachpersonawillhaveasetoffeatureswhichheorshewouldneed.Thenextstepofthedesignphaseisdependentongegngthepersonasright.
Features:DiscountFilter,Promo3onsalert,CalendarScheduler.
ANALYSIS&IDEATION
SERENDIPITY-9
Open&ClosedCardSor=ng-Informa=onArchitecture
Open&ClosedCardSor=ngexerciseisusedtoredesignthenaviga=onstructure&informa=onarchitectureofasite,orwebapp.Eachcontentofthesiteisplacedon1card.Thetrickwiththisexerciseistonothelptheusersifthey’reunsureofthenamingconven=onofthesite.Askingques=onsandgegngtheusertotalkthroughhisfrustra=onsorpleasureswhenhe/shedoestheexercise.Imaginealltheinsightsyoucangetbyjustlistening&watching.
RESEARCH
SERENDIPITY-10
UseGoogleKeywordPlannertoRefineContentStrategy
Tosupplementopenandclosedcardsor=ng,wecanlookintoGoogleKeywordPlannertouncovermostsearchedorlongtailkeywordsfortheproduct.Placingourselvesintheshoesoftheusers.IftheyaresearchingthesewordsinGoogle…itnaturallymeansthatthesiteshouldincludethecontentandusethesekeywords.Andconsiderorganzingthistac=cconcurrentlywiththeopenandclosedcardsor=ng.
RESEARCH
SERENDIPITY-11
Heuris=cEvalua=ontoChecktheUsabilityofSite
UsedNielsenNorman’s10UsabilityHeuris=csonfoodpandatoquicklyuncoverusabilityissuesduringaclassexercise.Amazingthatasiteevalua=oncanbedonesoefficiently.AndusedAbbyCovert’s10Heuris=cPrinciplesonDragonWealth’sFAsite.
RESEARCH
SERENDIPITY-12
TaskAnalysistoUnderstandCompe=tors&AidsinDesign
LookingatSiteAnaly=csperformanceandpoten=allycheckingbackontaskanalysisandhowdesignscanbeimproved.ThemoreIanalyzethedifferentsitesthebeXerIunderstandthecompe==onvis-à-vistheassignedsite.
RESEARCH
SERENDIPITY-13
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Sketching,Storyboarding&PaperPrototyping–QuickMethodstoTestIdeas
Lowfidelitysketchingandpaperprototypingquicklymovetheprocessofproductidea=on.Asideasarequicklytestedanditeratedwithnotechnicalresourcesrequired.
ANALYSIS&IDEATION
SERENDIPITY-14
FeaturesPriori=za=onBasedonUsers’NeedsAligningitwithBusiness&TechnicalConstraints
Thebestwaytolaunchnewfeaturesistogothroughthisexercise.Atthesame=merelookingatwherethebusinessisheadingusingaperceptualmapcanhelpthebusinesstopriori=zeandremainfocused
ANALYSIS&IDEATION
SERENDIPITY-15
Wireframes
Wireframesarecreatedforallstakeholderstounderstandhowthesiteorwebpageisputtogetherbeforeanyvisualdesignisdone.
ITERATIVEDESIGN
SERENDIPITY-16
Itera=veFlowDiagramstoImproveUserExperience
Oneofthefastestwaytolookatimprovinguserexperienceistomapouttheuserflow.
ITERATIVEDESIGN
SERENDIPITY-17
RapidPrototyping,UsabilityTest&Con=nuousItera=ons
Task-basedusabilitytestcanbeafastwaytorapidlyprototypeanditerate.Thesesessionsareusuallyrecordedandalsotalkingtotheuserisencouragedtounderstandtheirpainsandpleasures.
ITERATIVEDESIGN
SERENDIPITY-18
UXwithDigitalMarke=ng–APleasantSurprise
Launchingaproductwithoutunderstandingusers’needsislikebuildingatablewiththe4thlegmissing.Let’sputusers’needsinthecentreofourwork.AndIaimtodeliverSerendipitytouserswithacombina=onofUXandDigitalMarke=ng.
SERENDIPITY
SERENDIPITY-19
