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UX Conference London 2019 | Adtrak

Earlier than we begin, what is UX?

Consumer-centered design and its purposes are spread throughout a mess of various disciplines, particularly inside the realms of digital design. So, what’s it exactly? There are numerous interpretations of UX, however I found this quote sums it up quite nicely:

“UX is the tangible design of a strategy that brings us to a solution”

It means making the consumer’s experience easier, extra comprehensible and more pleasurable. It’s about empathising with the consumer, understanding who they’re, their motivations and how we need to clear up an issue for them.


The London UX Conference 2019

To help achieve a greater perception into UX in the trendy digital world and how different corporations strategy this, myself and my colleague, Felix, attended the London UX Conference this yr.

UX Conference 2019Source: Provided by The Faculty of UX

The UX Conference has been efficiently operating yearly since 2017, drawing the eye of UX Designers from across the UK from a mix of company backgrounds, each client-side and company. We have been also graced with presence of UX audio system from a number of massive, properly established brands, together with, Monzo, Virgin Atlantic, Ubuntu and Lego.

There have been numerous subjects coated, nevertheless the consistent agenda and theme for the convention revolved round constructing on relationships between Advertising and UX. In addition, we discovered concerning the scorching subjects being talked about in the UX world in the mean time that we should always concentrate on.

So, what are my largest takeaways?

Relationships in UX

UX Designers promote collaboration, they facilitate kick-off meetings, design workshops and be sure that everyone is concerned from inception. This could embrace Entrepreneurs, Gross sales, Shoppers, Designers and anybody else that has a hand in the venture. With this in thoughts, understanding the totally different metrics for fulfillment and making certain everyone is on board along the venture journey is the key to avoiding conflicts.

Francesca Granato

Francesca GranatoSupply: Provided by The Faculty of UX

Francesca Granato, former UX Designer from Canonical and the company behind Ubuntu, detailed her personal experiences and options to assist collaboration.

“Keep communication flowing between UX teams and Marketing teams” – Francesca Granato

Francesca recommends booking in recurring 45 minute meetings with the design workforce in the course of the challenge. This, she believes, has a number of constructive benefits they usually’re designed to help with the under:

  • Figuring out the status of the current dash and next sprint
  • Assessing the readiness of the work
  • Making a protected area, even for troublesome conversations
  • Constructing relationships between totally different teams
  • Holding the agenda targeted on the user-centered design

Francesca also outlined that producing wireframes, typically sketched on paper, was a very fast and efficient solution to current ideas to stakeholders. As a result of they’re lo-fidelity, it signifies that individuals are more open to providing suggestions as they are perceived as being early stage ideas.

WireframesSupply: Presentation of Francesca Granato

Chimmy Kalu

Chimmy KaluSource: Provided by The Faculty of UX

Chimmy Kalu, former Senior UX Designer at Condé Nast International also has expertise with building inner relationships with Advertising groups.

“Create collaboration instead of competition” – Chimmy Kalu

Chimmy defined that it’s necessary that we escape of what she described because the “UX Bubble”. It shouldn’t be that UX Designers are only designing for the consumer’s needs, however speaking the journey to everybody else involved within the undertaking. Chimmy used the under picture as a metaphor for the totally different perceptions individuals might have on the needs of the client.

Different GoalsSupply: Presentation of Chimmy

Chimmy really helpful 4 steps to assist build relationships and align everyone’s objectives. She explained that this can be achieved by:

1. Making a shared understanding

Facilitate a kick-off meeting with one key end result: to know the consumer’s drawback. Chimmy recommends using “lean canvas” with this process.

2. Defining what success seems like

Chimmy explained that a recognized metric for fulfillment is the inspiration of excellent communication. For example, decreasing bounce rates, growing clicks or growing visitors.

three. Understanding your audience

Understanding how people and teams want to speak may also assist. Whether it’s by way of phrases, numbers, diagrams or sketches; Individuals react higher once you’re speaking their language.

four. Using storytelling

Chimmy additionally recommended presenting designs in the context of the metrics and be sure that you keep all ideas, even discarded ones. That approach you’ll be able to create a story of the processes that have been taken to succeed in the result.

Angela Arnold

Angela Arnold, Precept UX Designer from Which? coated the significance of low depth contact between UX Designers and different groups.

Angela ArnoldSupply: Provided by The Faculty of UX

Angela broke down her ideas on collaboration and find out how to cope with typically demanding and exacting circumstances. She provides her thoughts on how UX can greatest be communicated and asks:

“How might we design the spaces for Marketing and UX to connect?” – Angela Arnold

Whereas the job of the UX Designer is to design significant and related experiences, this could typically compete with business objectives that could be focussing on retention, acquisition or retention.

1. Establish a way of belonging

Angela recommends bringing Advertising and UX together into extra cross-functional groups to outline the issue for the consumer. She additionally talked about making some key shifts in how we expect, for example shifting from “UX selling solutions to Marketing” to “UX and Marketing solving problems together”.

2. Design the area for relationships to grow

Very similar to Chimmy, Angela recommends inviting regular participation to embed the story of the challenge. She additionally advisable making use of lightweight tools similar to lean canvas to “frame the problem” and align everyone to the same aim.

Lean CanvasSupply:

3. Make individuals the driving force for design

Right here, Angela fleshed out a design workshop process to facilitate key choice making moments. She additionally really helpful shifting smoothly between generative and evaluative activities, from insights by way of to concepts and assumptions.

UX ProcessSource: Angela Arnold’s presentation

4. Make it simpler to maneuver collectively than to move alone

Angela confused the significance of demonstrating value in the UX process so that it strikes alongside business aim metrics and isn’t pushed upstream by UX Designers & Researchers. UX metrics must be prime degree and the entire group ought to be accountable.

Scorching Subjects in UX

Martyn Reding

Martyn Reding, Head of Digital Expertise at Virgin Atlantic, detailed four present scorching subjects which are being talked about in the UX world right now, lots of which are in operation at Virgin Atlantic. He believes that as we move right into a larger appreciation of UX, its purposes unfold additional into other subsets reminiscent of design operations and UX writing.

Martyn Reding Source: Provided by The Faculty of UX

1. DesignOps

“Creating design and research teams that scale requires attention to tools, systems and the operations of a team.” – Martyn Reding

Martyn coated that DesignOps is more formerly recognised as a Studio Manager. It’s involved extra with the facilitation as an alternative of creation of design. It additionally includes understanding how design techniques, groups and instruments could be scaled with better efficiency.

Massive manufacturers akin to Pinterest and AirBnB are dedicating departments to DesignOps because it grows in significance. The implementation of DesignOps signifies that designers can absolutely concentrate on design while DesignOps can maintain every little thing else.


2. UX Research

“Putting design teams and stakeholders in touch with users’ behaviour via qualitative and quantitative research techniques.” – Martyn Reding

UX analysis, previously the job of a “Creative Strategist” or “Motivational Researcher” is an investigation of customers and their needs that may feed into the design process. The research employs totally different methods, tools and methods to validate conclusions and reveal problems. The process could be broken down into two forms of analysis, qualitative and quantitative.

Qualitative analysis is worried with motivations and opinions and might be carried out by way of strategies similar to creating consumer personas and consumer journeys.

Quantitative research focuses on numerical and statistical knowledge to attract conclusions. Some examples of this may be analytics, polls, questionnaires and usefulness testing.

UX ResearchSupply:

3. UX Writing

“Recognise that a UI is delivering information to users. If you don’t understand the content you’re working with, you won’t understand the UX.” – Martyn Reding

Martyn describes that that is typically referred to as “Content Design”, relying on which aspect of the Atlantic you’re from. Steadily, the UX group is beginning to see the worth within the partnership between content material and design and that having one without the opposite leaves a way of deficiency and inaccuracy, with the result turning into more of an abstraction.

Martyn went on to speak about how early promoting was more targeted on content material with huge blocks of textual content, and that the introduction of design came later and enriched the story they have been making an attempt to tell. He made some extent that UX writing is actually beginning to seem like the undertaking groups we have now at the moment the place individuals from totally different disciplines are collaborating on the design journey.

UX WritingSupply:

four. Design Techniques

“Collating pattern libraries for design decisions and creating systems for scaling those libraries.” – Martyn Reding

A design system (also known as a pattern library) is a set of reusable belongings and elements utilized in design for consistency and scalability. Martyn talked about how there was a shift from utilizing layouts and shifting towards these new design system strategies.

He used the British Rail design system as a primary example – they created a collection of elements that can be compiled in various totally different formats to go well with quite a few totally different contexts.  They created this with a degree of consistency, a level of accessibility, and standardised a whole lot of practices.

British Railway Design SystemSupply: Wallace Henning: British Rail Company Id Guide copy

My ultimate ideas

This yr’s convention handled some necessary features of the UX process. UX doesn’t work if it’s siloed and inner collaboration is just as important as specializing in our end-user’s needs. It was insightful to study how different UX Designers handled aligning objectives and constructing relationships within totally different enterprise environments.

It’s also great to see how UX is evolving and creating its own area in the business; there really is an enormous shift that may’t be ignored, not solely in the methodologies but in our mind-set.

The quote that basically hit residence was from Martyn Reding, which I feel sums the whole lot up quite nicely:

“Stop treating marketing and design like they’re different things. They’re the different sides of the same coin.” – Martyn Reding

These are all nice points I’ll be bringing into my next sprints at Adtrak and I’m excited to discover how UX digs in its heels in the future!

UX Conference 2019 SpeakersSupply: Provided by The Faculty of UX