02 - UAX3781- Project Ecosystem.pdf

UAX3781 Intro to Project Ecosystem  Introduction ▪ For every UX design project, there must be planning for project goals. ▪ Around those specific design goals, however, all projects have a larger context called the “Project Ecosystem”. ▪...

UAX3781 Intro to Project Ecosystem  Introduction ▪ For every UX design project, there must be planning for project goals. ▪ Around those specific design goals, however, all projects have a larger context called the “Project Ecosystem”. ▪ The Project Ecosystem helps a UX Designer with Planning for Project Needs, defining Project Roles, and Determining the Project Culture. ▪ Knowing your UX project ecosystem helps with defining the project and ultimately determine the tools and skills you need to bring to the table to be successful: ▪ Project ecosystem helps answer the following questions: i. What type of sites or applications are involved? ii. Which roles and skills are needed? iii. What is the company culture?  Project Ecosystem ▪ Project Ecosystem includes: a) The environment you’re working within (the company culture) b) The role you will all be engaged in (such as the type of site you’re designing) c) The people you’ll be interacting with (including their roles and responsibilities) ▪ Once you now know this, you can go on to identify the type of site you want to design and create.  Indentifying the type of site ▪ Typical activities include:  Indentifying the type of site 1) Brand presence ✓ constantly present online platform to facilitate Company and target audience relationships 2) Marketing campaign ✓ Targeted platform to illicit a specific and measurable response from a targeted or general audience 3) Content Source ✓ Store information from several media platforms and sources 4) Task-based applications ✓ Tools that are used (by users) to accomplish a specific task or set of tasks. Brand presence BRANDS ARE MUCH MORE IT IS THE ATTITUDE OF IT IS THE COMMUNITY THAT BRAND EXPERIENCE OF THAN THE LOGO. PEOPLE REGARDING THE HAS BEEN ESTABLISHED BY CUSTOMERS BRAND. THE COMPANY. Brand represents the Focusing on understanding intellectual and emotional The science of branding is Vital business trends include people. Checking on every associations that people about designing for and how an organization is possible interaction that they make with a company, influencing the minds of perceived globally, i.e., its have with your company or product, or person. people move toward globalization. products. 6 www.belgiumcampus.ac.za  Brand presence Companies can do a lot to influence brand associations: Running TV, News Paper Ads Competitions (ruffles) Expressing brand traits (such as “responsiveness” or “value”) through the features and design of its Web sites. Building Web-Sites that cater for a large demographic or a service site for a select service. 7 www.belgiumcampus.ac.za  Brand presence ✓Most common brand presence are company websites. Especially.com or.org, or more localised like.za or.uk. ✓All sites within a company are likely to have some impact on a company’s brand, either: i. directly - by presenting a site that customers can visit ii. Indirectly - by enabling a key service that customers rely on, such as customer support. ✓Brand presence sites, however, are the most focused on presenting the company’s brand messages and values. 8 www.belgiumcampus.ac.za Brand Presence Design Goals The design goals that are often of most importance in a brand presence project are these: Communicate Brand Values Explain the Business Model or Value Proposition Engage a set of primary User Groups and guide them to relevant interactions and content. Provide Quick and Easy Help companies maintain goals Access to Company through key metrics such as Information KPIs. 9 www.belgiumcampus.ac.za  Marketing Campaign Sites Similar to Brand Presence Sites. Focused on engaging users with an experience that influences their perception of the company’s brand. Usually targets a certain demographic. Common sites include: ✓ Websites focused on a product or service. ✓ Adding specific offers on a landing page. ✓ Micro Sites for a specific goal, product or event. ✓ Games or free tools to create buzz 10 www.belgiumcampus.ac.za Primary Purpose of a Marketing Campaign To create a narrowly focused campaign usually targeting a specific set of metrics. The focus is often narrowed by one or more of the following: ✓ Time Seasonal (Christmas, Summer, Halloween), Short duration. ✓ User group Targeted demographic, Teenagers, Pregnant Mothers. ✓ Product, product suite, and/ or specific use for that product Virtual tour of a product or service. Interactive game to promote the product or service. 11 www.belgiumcampus.ac.za Marketing Campaign Design Goals ✓ Generate Interest and Excitement. ✓ Engage a set of primary users to illicit a particular action. ✓ Help the company attain by setting specific metrics (such as number of unique visitors. Often this is one part of an overall marketing strategy). 12 www.belgiumcampus.ac.za  Content Source Site ✓ A content source site contains a store of information, potentially in several types of media: Articles, Documents, Video, Tutorials and Photos ✓ Meant to Inform, Engage and/or entertain users 13 www.belgiumcampus.ac.za  Content Source Design Goals a) Present content that is the primary draw for first and repeat visits to the site. b) Demonstrate a company’s thought leadership capabilities. c) Support critical decisions among the user base. d) Increase a company’s enterprise knowledge, by bringing out ideas that may be buried within individual departments. This may be part of a larger goal to identify more opportunities for innovation. e) Support users who are seeking information in different ways. 14 www.belgiumcampus.ac.za  ✓ The primary purpose of a content source site is to increase user knowledge and self-sufficiency by providing relevant content (an intranet, for example). Content Source Sites ✓ They often also encourage some kind of action, such as sharing information or purchasing a product after reviewing its description. 15 www.belgiumcampus.ac.za Common Content Source Tasks 16 www.belgiumcampus.ac.za  Task-Based Applications ✓ A software application that supports the creation of a particular type of item. ✓ The primary objective is to allow users to perform a set of tasks that are aligned with their needs and with the client’s business goals, example: Spreadsheet or print piece (for accounting) Ticketing system (A Web tool or application that supports a critical workflow within a company) A Web site that allows for access to, and management of, personal data, e.g. Flickr 17 www.belgiumcampus.ac.za Task-Based Application Design Goals ✓Most task-based applications need to: 18 www.belgiumcampus.ac.za Often includes elements of all project Primarily a task-based application. Viewed as a crossover between a types, i.e.: content source and a task-based Users need to be able to: application: a) Brand Presence b) Provide content (usually a) Find and add friends a) Content for lessons must be product specs or descriptions b) Manage their profile generated (Involves learning of product usage). c) Connect specialist and subject matter c) Facilitate tasks (searching, d) Post experts) comparing, writing reviews, e) Search b) Track progress or explore checkout). related topics 19 www.belgiumcampus.ac.za  Choose Your Hats ✓ When you become the UX designer on a project, you often end up having to play multiple roles. ✓ You may have different titles in different companies. ✓ You have to have vast knowledge in different fields in order to be the best UX/UI designer possible. 20 www.belgiumcampus.ac.za  Roles responsible for defining the behavior responsible for providing insights responsible for creating models of a site or application in accordance regarding the needs of end users, for information structure and with user actions. Includes flows in based on information that is using them to design user- the site across multiple views and generated from, or validated with, the friendly navigation and content interactivity within a particular view. research that person conducts with categorization. users. 21 www.belgiumcampus.ac.za Common Responsibilities of the UX Design Role 22 www.belgiumcampus.ac.za Common Responsibilities of the UX Design Role 23 www.belgiumcampus.ac.za Common Responsibilities of the UX Design Role 24 www.belgiumcampus.ac.za  Brand strategist or steward Business analyst Additional Content strategist Roles Roles Additional Copywriter Visual designer Front-end developer 25 www.belgiumcampus.ac.za Exercise You have been asked by UFO Unlimited to create a brand presence landing page. The company has provided the following: ✓ The company likes neon colors. Especially Green. ✓ The company has three departments ✓ Sightings ✓ Conferences ✓ Merchandise ✓ You need to create a banner advertisement for the upcoming UFO “They are out there” campaign. You may use any resource at your disposal. This is not a functional website, only the layout. 26 www.belgiumcampus.ac.za  27 Thank You! The End /belgiumcampusSA #Belgium Campus [email protected] +27 10 593 53 68 /belgiumcampus 27 www.belgiumcampus.ac.za