Discussion of the challenges that often come up when changes need to be made to a site, strategies for getting the design and IT sides working together, and examples of how designers and IT staff cooperated to improve the online shopping experience.

1. For Designers:
How to Get Your IT Department
to Support Your User
Experience Initiatives
Presented by:
&

2. Who’s Here
David Kersting
Director of eCommerce Technology,
Cycling Sports Group
Alex Schmelkin
President & Founder, Ai

3. UX IT
or

4. Marketer’s Dilemma
All too often, great ideas are
met with an angry-faced man
that says...

5. Marketer’s Dilemma
Too expensive
Too long NO!
Too complicated
Can’t be done

6. How UX Folks View IT
Nope!
Live behind a fortress of Red Tape
Inflexible, “No” & “Can’t” are favorite words
Pessimism, problems are seen, but not solutions

7. How UX Folks View IT
Nope!
or
On the positive side:
Awe & admiration for technical abilities
Really execute these great concepts

8. How IT Folks View UX
Chill out, man.
No concern for budgets
Fluffy with no process
Completely unrealistic timelines

9. How IT Folks View UX
Chill out, man.
or
On the positive side:
Creative
Big thinkers
Focused on a great customer experience

10. Typical UX Challenges
Months of planning & design
Cannot explain to IT exactly what we want
Rounds of revisions and approvals

11. Don’t understand why
UX can design a
screen in a day but it
takes months for IT to
build it?

12. What? We can’t
do this!
DEV DEPT.

13. Ineffective, siloed Profits
work streams Nope!
Chill out, man.
TO

14. It’s like the
Underpants Gnomes
once said...

15. http://www.youtube.com/watch?v=TBiSI6OdqvA

16. What’s the answer?

17. Inclusion

18. It’s Easy!
Inclusion =
Involve IT in the process
in the right manner, at
the right time, with the
appropriate buy-in, to
yields more positive
results

19. Solutions
• Techniques to use before, during,
and after design
• Measurement strategies
• Repeatable process
• Inclusion checklist

20. Before Design

21. Before Design
• Business requirements
• Measurement
• Focus on user
• Speak the language

22. Business Requirements
Get started by asking the right questions of the business
• What are we building?
• Why are we building it?
• Who are we building it for?
Don’t wait, get a head start
• Do your homework ahead of time and show how
a platform may already support some of these
project initiatives

23. Business Requirements
r loves to discuss...
• Where will these requirements be shared?
• How can we reuse these features on other websites?
• Who will maintain these websites?

26. How? The “FFA”
Consider the Faceted Feature Analysis
In Biz Tech
# Themes Sub-Themes User Types Roles User Story Suggestor Notes to Clarify Story Open items Suggested Resolution New? Scope? Value Assess
Mass Specs differ from IBD
Specs
Lori writes the copy for all the Mass Mass Specs differ from IBD Recommended: Allow the
I want to show user ratings of Specs: Frame, Speed, Brakes, Specs comparison and let
Bike Basic Bike Brand different bikes in the Bike Suspensions, Miscellaneous (Some consumers decide for
2.02 Comparison Compare Marketing n/a Comparison Patricia feature that is value-added) themselves Current Yes 2 3
Major Categories that get compared
today are Frameset, DriveTrain,
I want to do a side-by-side Wheels, Components, Extras -- either Which attributes? Material
Bike Basic Bike Customer comparison of 3 bikes, and see how technical detail or branded product (Steel, Aluminum, Carbon
2.03 Comparison Compare Generic Browsers their attributes and images compare Anna models are shown Fiber), Geometry, others? Current Yes 3 3
Customer I want to ask members of the
8.12 Community Forum Generic Owners community a question Patricia Current Yes 2 3
Ratings, I want to ask the Bike Model User
Reviews & Customer Forum a question about a specific
24.10 Recos Forum Generic Browsers bicycle model Jaime Current Yes 2 3
Support & Customer As a consumer I want to post Assume that posts can be done
30.06 Contact Us Forum Generic Owners questions for experts to answer Hillary directly on the Forum Current Yes 2 3

27. # Themes Sub-Themes User Types Roles User Story Suggestor
I want to show user ratings of
Bike Basic Bike Brand different bikes in the Bike
2.02 Comparison Compare Marketing n/a Comparison Patricia
I want to do a side-by-side
Bike Basic Bike Customer comparison of 3 bikes, and see how
2.03 Comparison Compare Generic Browsers their attributes and images compare Anna
Customer I want to ask members of the
8.12 Community Forum Generic Owners community a question Patricia
Ratings, I want to ask the Bike Model User
Reviews & Customer Forum a question about a specific
24.10 Recos Forum Generic Browsers bicycle model Jaime
Support & Customer As a consumer I want to post
30.06 Contact Us Forum Generic Owners questions for experts to answer Hillary

28. Measurement
Define project success with KPIs
Awesome!
Nope!
• Increased sales?
• More customers?
• Dealer referrals?
• More IT spending?
Speak to the site analytics
• Nerds love data
• Demonstrate areas for improvement

30. Focus on User
Create Personas for our customer segments
• Who are our customers?
• What are their needs?
• What are their behaviors and expectations?
• Where else do they shop online?

31. Why Personas?
NO! OK
NO!
Nope!
or
Ends Debates.

32. Speak the Language
Learn the parlance, and enjoy it.
NO!
jQuery
!CSS
ON
NO!
HTML
!PHP
ON or
!Java
ON NO!
AJAX

33. During Design

34. During Design
• Sketch before wires
• Fail early
• Joint design sessions
• Annotate your wires
• Triangle of doom

35. Sketch
Create sketches before wireframes
• Obtain IT buy-in at earliest stage possible
• Useful tool to demo ideas to business

40. Fail Early
Love success, but also love to fail
• Encourage risk-taking and bold thinking
• Approve or kill ideas before it’s too late
• Everyone has a stake

42. Joint Design Sessions
UX + IT in Same Room
• Best ideas come when everyone contributes
• IT aware of the latest and greatest
• All parties take ownership NO!
Or this?
LoveN
!O it!
!ON
Really?
NO!or
Wow!
or

44. BizFilings Call 1-800-981-7183 or Click to Chat Account / Help / Contact Us Incorporate Now
Home Starting Your Business Managing Your Business Why BizFilings? Learning Center Search
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INCORPORATION WIZARD
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Answer questions across all six categories for best results. START OVER
1. Basics 2. Funding 3. Industry 4. Income 5. Taxes 6. Future Plans Results
Based on your answers so far
1. Basics
These May Be Right for You
1 How many owners will your company have? Why is this important? S Corp details
The partnership business types
One must have 2 or more owners, and S
corporations cannot have more than C Corp details
Two to 100 100 owners. Additionally, the
number of owners an LLC has
Over 100
LLC details
dictates whether it is treated like a
sole proprietorship or a partnership
for tax purposes. LP details
LLP details
2 Will any of the following be owners of your Why is this important? Sole Proprietorship (?)
For certain business types, such as
company? sole proprietorship and S
corporation, owners must be
Corporations and/or limited liability companies
individuals. With S corporations,
owners must also be US citizens/ Feeling Lost?
Non-US citizens/residents Our tools and resources will help you
residents.
Trusts get up to speed.
None of the above
Compare incorporation options
Guide to Incorporation

46. Annotated Wires
Annotate your wireframes
• Avoid all doubt on features
• IT has a roadmap for implementation
• Document agreements
Capture all details
• Think through the edge cases
• Defensive design

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52. Triangle of Doom
Scope Schedule
Budget

53. or
Scope Schedule
Budget

54. or
Scope Schedule
Budget

55. Triangle of Doom
Demonstrate sensitivity
• Longer to build than to design
• Cut scope to ensure successful launch
• Request phases of deployment
Scope Schedule
or or
Budget

56. After Design

57. After Design
• Be available to answer questions
• Request demos
• Complete a designer’s sweep
• Make sure you stay involved
• Repeatable process

58. Inclusion Checklist
Before Design After Design
Business requirements Be available for questions
Faceted Feature Analysis (FFA) Request frequent demos
Metrics, KPIs, and Analytics Designer’s sweep: be tough on them!
Focus on user Stay involved
Share personas with IT Conduct postmortems
Speak the language: nerd it up! Repeat the process
During Design
Sketch before wires
Obtain IT approval on sketches
Joint design sessions
Take risks and fail early
Annotate wireframes
Cut scope, make it easier on IT!

59. Inclusion
or or

60. What We’ve Learned...
+ = $
Underpants Inclusion Profits

61. Thank You!
Drop by the Ai booth #400 to discuss more.
aiwork.com
aiwork.com