UXLX - 4: Friday Talks - Part 1

Hi,

last Friday at the UXLX a lot of interesting talks took place. Here is my overview of the first part.

Louis Rosenfeld - On not declaring victory: Going beyond user research

Insights live in different silos.
- The reports from the user research group
- Query data gleaned from site search team
- The logs from the call center
- The reports coming out of the analytics applications
- Insights from Voice of the Customer research (surveys)
- CRM data
- The insights coming out of the research center.

Louis Rosenfeld



A nasty, three-headed cartographic challenge

1. Fragmentation: Tell us where an organizations insights live

2. Differentiation: Tell us what kind of insights there are

3. Synthesis: Tell us how to combine them effectively

The organization's challenge: thinking with a whole brain.

Some recommendations:

- Get out of your silo

- Establish what's common: KPI / goals, Segments/personas

- Map it: Maps, after all, are designed objects

Put people together from different silos

Win it: Companies that integrate their silos of insight will outpace their competitors

Christian Crumlish - Playful Design

Play - all the concepts of play he's working on has something to do with moving in space.

Masks: Putting on a role

Make belive: Invent themselves online

Reimagining: Play a role

Games:structured play

Games:

- Needs to start of with an invitation: "do you want to play"

- Boundaries: You have a system you play in

- Rules

- Goals: What is the goal of the game?

- Competition

- Cooperation

"It's easy to make a game fun, but it's hard to make the HR website fun."

Christian Crumlish

Nick Finck - The Cross-Channel Experience

Nick Finck

What is cross-channel experience?

Cross-Channel experience Design is the process of designing for all the touchpoints a person has with a business regardless of channel.
- Interactive touchpoints: Web, mobile, etc.
- Human touchpoints: Sales person, hotline, etc.

What you should do...

• Know the context of use
• Attention to detail counts
• Look for hacks
• Follow the whole engagement
• Learn the business process
• Understand how employees work

We need business on the site to improve here.
- We must break down the silos.
- We must cross-pollenate (collaborate with different parts of the company)
- We must work more like a hive.
... With a unified version of what we're trying to do.

Stephen Anderson - Critical Thinking Skills for UX Designers
Critical Thinking Skills - Z-Shaped Thinkers:
○ "When everyone zigs, zag."
○ Changing what you are doing through critical thinking

Z-Shaped Thinkers approach challenges (of all kinds!) in different ways.
Skills of Z-Shaped Thinkers:

• Rephrasing the problem
• Explore many perspectives
• Synthesize information
• Embrace constraints
• Challenge assumptions
• Appreciate details

...In oder to envision unseen opportunities.

Stephen Anderson

Kristina Halvorson - Content/Communication
Problem: We still think about content as copywriting? It's just writing and everybody has Word :-)

Tools to get the writer in the room at the beginning - Content strategy
Content strategy plans for the creation, delivery and governance of content.

Core content strategy - What are we going to do with our content?
Content components: Structure & substance
People components: Workflow & governance

Kristina Halvorson

Br, Claudia