user experience? what is it?
DESCRIPTION
Presentation with Christof Zahneissen at the eZ Summit, introducing UX thoughts.TRANSCRIPT
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User ExperienceWhat is it?
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User Experience, Uh!?
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Why shall we talk about this?
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Breaking the Acronym Myth
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#UX
#TMTLAS...?
#WEM
#CXM#WCXM
#UXP
#UXMCustomer
Experience
ManagementEm
ploye
e
Expe
rience
Manag
emen
t
User ExperiencePlatform
... let’s simply speak User Experience!
#CMS
#wcm
#Death By Tla
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UX Starts with Users
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You should know your users
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An example of a Persona Gallery
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How accurate is our gallery?
Partn
ers Custom
ers
Others
John, IT Architect Catherine, CMO
Jenny, Account Manager
Greg, DeVeloper
Sophie, Dicital Consultant
Jack, Project Manager
Kathy, Online Marketer
Steve, CIO
Jack, Freelance Editor
Kim, CTO
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ref: Oyvind Solstad
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ref: Oyvind Solstad
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ref: Oyvind Solstad
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How to get to know your users?
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The USER is always RIGHT
Nick Finck & Raina Van CleaveFirst Commandment
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How to get to know your users?
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The USER is always RIGHT
Nick Finck & Raina Van CleaveFirst Commandment The USER doesn’t always
know what is RIGHT
Translated fromSteve Jobs
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Steve says
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You����������� ������������������ can't����������� ������������������ just����������� ������������������ ask����������� ������������������ customers����������� ������������������ what����������� ������������������ they����������� ������������������ want����������� ������������������ and����������� ������������������ then����������� ������������������ try����������� ������������������ to����������� ������������������ give����������� ������������������ that����������� ������������������ to����������� ������������������ them.����������� ������������������
By����������� ������������������ the����������� ������������������ time����������� ������������������ you����������� ������������������ get����������� ������������������ it����������� ������������������ built,����������� ������������������ they'll����������� ������������������ want����������� ������������������ something����������� ������������������ new.
Tell them what they need,Not what they want!
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by Nick Finck & Raina Van Cleave
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by Nick Finck & Raina Van Cleave
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by Nick Finck & Raina Van Cleave
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How to get in touch with your users?
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How to get to know your users?
Try to live in their skin for a while
Or at least show some empathy...
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In our eZ worldResearch
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Takeaway:
Understanding your usersis an Art,not an exact science!
Partn
ers Custom
ers
Others
John, IT Architect Catherine, CMO
Jenny, Account Manager
Greg, DeVeloper
Sophie, Digital Strategist
Jack, Project Manager
Kathy, Online Marketer
Steve, CIO
Jack, Freelance Editor
Kim, CTO
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UX Starts with Users ...
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You should know your users
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... & ends with Experience
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What Experience Means in 2010-2020?
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It’s about multi-channel & multi-screen
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It’s about the Customer journey across all channels
Rick Harris - customerfaithful.com
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It’s about Cutting Edge
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It’s about the Web 3.0 (Wow), the Semantic one
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It’s about the Internet of things
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But remember, when it comes to Experience
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Less is More!
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Why does it matter?
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What business are you really in?
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We try to keep in mind when revisiting the eZ Publish UIInspirations
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•euueueoueo•ueouoeeuoeuo
Have you heard about Marketing Myopia?*
*Read the Marketing Myopia - Harvard Business Review
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Don’t let your product dazzle you
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Focus on the Usernot the Product!
The����������� ������������������ railroads����������� ������������������ did����������� ������������������ not����������� ������������������ stop����������� ������������������ growing����������� ������������������ because����������� ������������������ the����������� ������������������ need����������� ������������������ for����������� ������������������ passenger����������� ������������������ and����������� ������������������ freight����������� ������������������ transportation����������� ������������������ declined.����������� ������������������ ...They����������� ������������������ let����������� ������������������ others����������� ������������������ take����������� ������������������ customers����������� ������������������ away����������� ������������������ from����������� ������������������ them����������� ������������������ because����������� ������������������ they����������� ������������������ assumed����������� ������������������ themselves����������� ������������������ to����������� ������������������ be����������� ������������������ in����������� ������������������ the����������� ������������������ railroad����������� ������������������ business����������� ������������������ rather����������� ������������������ than����������� ������������������ in����������� ������������������ the����������� ������������������ transportation����������� ������������������ business.
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A Positive Experience brings
LoyaltyTrustCredibilityProfitabilityIntention of Purchase Intention to ReturnUser SatisfactionWord of Mouth
h"p://www.experiencedynamics.com/store/posters/importance-‐user-‐experience-‐poster
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How to Get There
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Hints to create the best User Experience
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How could we know for sure?
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It’s a moving Target,Don’t think you’ll get there immediately!
Rule 1:•You’ll need to iterate
to get Closer!
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That is exactly what you might think Would you bet on the hole-in-one?
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Reminds us of something?
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And now? Rings a bell?
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What about eZ UX?
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The process of revisiting the eZ Publish UX
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The shoemakers’ children should not walk barefooteZ Publish 5 deserves a Great Experience for All
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CustomersExperience
Developersexperience
Editorsexperience
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What about the Customer’s Experience?
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Well, they have different tastes!
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What about the Editor’s Experience?
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Take away... easy and fast!
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What about the Developer’s Experience?
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Well, they ARE different!
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Our magic formulaKey Drivers for eZ Publish UX
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Cross Device &Multi Screen
User Centric Build Applications as much as Websites
Best-In-Class Extensibility Flexible for
end-users
Wysiwyg����������� ������������������ is����������� ������������������ now����������� ������������������ WysiwygSThere����������� ������������������ is����������� ������������������ not����������� ������������������ anymore����������� ������������������ one����������� ������������������ single����������� ������������������ GET����������� ������������������ but����������� ������������������ many
Just����������� ������������������ because!
Good����������� ������������������ User����������� ������������������ eXperienceplace����������� ������������������ users����������� ������������������ first!
Because����������� ������������������ you����������� ������������������ can����������� ������������������ solve����������� ������������������ any����������� ������������������ unplanned����������� ������������������ requirements����������� ������������������ with����������� ������������������ eZ����������� ������������������ and����������� ������������������ this����������� ������������������ must����������� ������������������ remain����������� ������������������ what����������� ������������������ makes����������� ������������������ us����������� ������������������ different...
One����������� ������������������ size����������� ������������������ doesn’t����������� ������������������ fit����������� ������������������ all,look����������� ������������������ at����������� ������������������ workflows����������� ������������������ for����������� ������������������ instance.
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A Platform for User Experience
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What should we expect?
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You have to learn about your Target Group
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• ,,,
The platform should help you!
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No Boundaries for your(!) Business Model
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technology should never constraint you business
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Multi-channel by Design
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Any content on any device
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Support Mega-Trends
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mobile first, touch first, responsive design...
the iA Web trend map
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With all the Freedom to Create Your Own!
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Thanks to commercial open source
Source - SourceNinja
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Key Takeaway
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Technology will take you there, but it won’t withoutmethodologyand processes and strategy.
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So...
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What is User Experience?
Tweet the answer #ezpublish #ezsummit