The document is a presentation about excelling in the user experience economy. It discusses how user experience is becoming a bigger part of product value and strategy. It emphasizes cultivating an omnipresent role in the product development process from idea generation through launch. It also explores how user experience work is expanding to incorporate new types of data and research methods, and how automation is changing usability testing.

1. Excelling in the User Experience Economy
of Today and Tomorrow
with Dean Barker

2. Quick Housekeeping
• Control panel on the side of your screen if
you have any comments during the
presentation
• Time at the end for Q&A
• Today’s webinar will be recorded for
future viewing
• All attendees will receive a copy of the
slides/recording
• Continue the discussion using #uzwebinar

3. 2016 goals
1. Provide more UX resources
to UX professionals.
2. Improve brand consistency.
3. Improve “International”
UXPA.
User Experience Professionals
Association (UXPA)
Monthly webinars
User Experience Magazine
The Journal of Usability Studies
Visit www.uxpa.org for more info
about the conference, webinars, and
other UX resources!
Annual Conference in Seattle, WA
May 31 – June 3
uxpa2016.org

4. Meet the Speakers
Dean Barker
Vice President of User Experience
Optum, a UnitedHealth Group business
Alfonso de la Nuez
CEO
UserZoom
deanzilla@me.com@deanzilla
https://www.linkedin.com/in/deanbarker

5. Agenda
• Setting the Table
• The Power Game
• Cultivating Omnipresence
• Navigating Reality in a Virtual World
• Raising Unicorns on a Pig Farm
• Dealing with Data Diversity
• Exploring the Future of Usability Testing & UX Research

6. Setting the Table
#UZWEBINAR

7. User Experience is a Big Tent
#UZWEBINAR
http://www.uxmatters.com/mt/archives/2010/12/essential-and-desirable-skills-for-a-ux-designer.php
Vectors of UX
Whitney Qusenbery

8. Our Community of Practice
#UZWEBINAR

9. The User Experience Economy
#UZWEBINAR
Forrester Report October 2010 How To Prepare For The Era Of Experience

10. Users Not Customers
User

11. Good User Experience
• 14.4% more willing to purchase
• 15.8% fewer will do business with competitors
• 16.6% more will recommend you
Forrester Report September 2009 Best Practices in User Experience (UX) Design

12. The Power Game
#UZWEBINAR

13. All Product Value Flows Through UX
#UZWEBINAR
Attributes
Benefits
Features
User
Experience
Advantages

14. Sphere of Control and Influence
#UZWEBINAR
Forget
Stretch
Influence
Control

15. Responsibility & Authority
#UZWEBINAR

16. So Good They Can’t Ignore You
#UZWEBINAR

17. Cultivating Omnipresence
#UZWEBINAR

18. Process Points of View
#UZWEBINAR
Business Design Engineering

19. Product Development
#UZWEBINAR
Idea
Discovery
Scoping
Business
Case
Development Test Launch
Timeline
Setup
Release
Planning
Sprinting Repeat Close
Research Design Validate Iterate

20. What to Do?
#UZWEBINAR
Idea
Discovery
Scoping
Business
Case
Development Test Launch
Upstream Downstream
Timeline

21. What to Do?
#UZWEBINAR
Idea
Discovery
Scoping
Business
Case
Development Test Launch
Upstream Downstream
UX Activities Throughout
Timeline

22. Navigating Reality in a Virtual World
#UZWEBINAR
http://www.npr.org/2013/05/22/185788651/the-first-web-page-amazingly-is-lost

23. We’ve Been Trapped…
#UZWEBINAR
We are analog beings
trapped in a digital world,
and the worst part is, we did
it to ourselves.
Don Norman
The Invisible Computer

24. Ubicomp
#UZWEBINAR
Ubiquitous Computing
Wearables
Pervasive Computing
Ambient
Everyware
Physical Computing
Internet of Things
Haptic Computing
Things That Think
Virtual Reality
Augmented Reality
Artificial Intelligence
Voice Interfaces
Mobility
Embedded
Embodied
Intelligent Interfaces
Robotics

25. Hey, My Car is a Computer!
#UZWEBINAR

26. Real World Meets Virtual
#UZWEBINAR

27. No More WIMPs
#UZWEBINAR
http://nexxtep.com/2015/03/windows-10-sneak-peak

28. Real Human Centered Design to the Rescue
#UZWEBINAR

29. Raising Unicorns on a Pig Farm
#UZWEBINAR
http://www.salary.com/become-a-unicorn-employee/
• Not only did they do the visual design, but they are then
able to turn that into code and build out the website
• They have deep knowledge of user interaction (UI),
going beyond the look and feel and delving into best
practices for how users interact with everything from
menus and buttons to links and colors
• They’ve already thought several steps ahead in terms of
the mobile experience, ensuring that your site will look
great on phones, tablets, laptops, and large monitors
• The content on the sites they show you isn’t filled with
Lorem Ipsum placeholders, but copy that they wrote
themselves… typo-free, grammatically correct, and with
a friendly but persuasive voice that compels the user to
take action
• And what’s that? You have a company softball team?
Turns out they were all-state in high school, can play
any infield position, and hit .425 with 24 homers
The Unicorn Employee…

30. Foundations
#UZWEBINAR
Analysis
Personas
Task and workflow analysis
Workflow diagrams
User requirements
Context mapping
Journey mapping
Competitive Analysis
Visual Design
Image creation and manipulation
Visual design principles
Grid-based design
Design systems
Site or application themes/skins
Visual identity/brand
Semiotics (e.g., symbols, metaphors)
Icon design and strategy
Logo design
Digital asset management
Research & Evaluation
Experimental design
Card sorting
Focus groups
Contextual inquiry
Ethnographic research
Formative usability testing
Summative usability testing
Usability testing tools
Interviews
User surveys and questionnaires
Keystroke-level modeling (KLM)
Heuristic evaluations
Cognitive walkthroughs
Web analytics
Guidelines & Standards
Platform standards (Windows, Apple, etc.)
Internationalization and localization
Styleguide creation
UI pattern libraries
Brand standards
Copy and style guidelines
Design Methods
Prototyping
Participatory design
Site maps
Information architecture
Storyboards

31. Agile Methods
Big Data and Data Visualization
Content Strategy/CMS
Mobility
Accessibility
Branding
Affective Design
Gamification
Front End Development
S’Moore’s Law
#UZWEBINAR

32. M-Shaped Talent
#UZWEBINAR

33. Reading is Fundamental
#UZWEBINAR

34. Dealing with Data Diversity
#UZWEBINAR

35. Data Old, New, and Blue
#UZWEBINAR
Old – Tried & True
• Verbal
• Surveys
• Ratings & Rankings
• Task-based
• Observational/Ethnographic
• Video
• Clicks and paths
New – Physiological
• Eye tracking
• Pupilometry
• Galvanic skin response
• Heart rates
• EKG/ECG
• EEG
• Wave forms and conscious states
e.g. Beta, Alpha, Theta, DeltaBlue – Emotional
• Affective data
• Facial recognition
• Not decoupled from other data
• Emotion first

36. Holy Data Analysis!
#UZWEBINAR
But, the data is… The data are!

37. Presentation of Evidence
#UZWEBINAR

38. Exploring the Future of Usability
Testing & UX Research

39. Usability testing first applied in 1916, WWI - Weapon assembly
Curiosities about the history of Usability Testing
http://www.measuringu.com/blog/usability-history.php

40. 1936 - Usability as a main feature of a fridge!
Curiosities about the history of Usability Testing

41. Change in Needs

45. 2016: UXers are busy people...

46. The Automation of Testing

47. ● We see a WHOLE lot more testing being done
● Companies that were doing some testing, now do much more
● Companies that were never doing testing, now do it
● Software is helping automate the (tedious) process of testing
● Enabled companies to scale their research, do more with less
● Testing embedded in the design process (test early, often,
quickly, cost-effectively)
User Testing Automation

48. Other industries have automated
Customer SuccessMarketing
CRM

49. Created by Scott Brinker
http://cdn.chiefmartec.com/wp-content/uploads/2016/03/marketing_technology_landscape_2016_3000px.jpg

50. http://cdn.chiefmartec.com/wp-content/uploads/2016/03/marketing_technology_landscape_2016_3000px.jpg

51. The FutureFast, in-the-wild, real-time, instant feedback & insights

52. On-the-go, multi-device, contextual

53. 53

54. 54

55. Cost-effective

56. “Imagine 1,000 such nuggets.
Properly tagged, well defined,
easily searched and found.
Beats any report.”
Tomer Sharon
https://medium.com/@tsharon/the-atomic-unit-of-a-research-insight-7bf13ec8fabe#.zhiklvq58

58. UX Measurement & Benchmarking for the
CMO Dashboard

59. Q&A

60. Need more info?
Get answers about UserZoom. We are here to help.
Talk with one of our experts.
Contact us
UserZoom
10 Almaden Blvd. #250
San Jose, CA 95113
Toll free number: (866) 599 1550
www.linkedin.com/company/userzoom@UserZoomFollow us