"UX + You" Presentation in New York
By Jen Maroney, director, User Experience, Draftfcb Healthcare
I was thrilled and honored to present "UX and You" to my colleagues as part of the “What Matters Now” Training & Development series at Draftfcb New York on January 18th. I'm humbled that the room was so full that it was standing room only! Never fear, I'll be presenting a deeper dive into User Experience (UX) later in the year.
The goal of the training was to introduce UX to the agency – what we do and how we can collaborate with departments to produce the best work for our clients. User Experience architects are part of the Strategy Department and we ensure that the agency’s digital products are easy to use, delightful, and that they align with our client's business goals. We consider not only IA (information architecture) or navigation when designing a digital product, but how people feel about using it. A UX Architect creates a plan on how to best engage the user, integrating IA, insights from analytics, and content strategy, among many other disciplines.
Our services include design studio rumbles, information architecture, prototyping, and usability testing. UX Architects can properly plan your projects and ask important questions early on in the process so that these questions don’t arise later in the schedule when the product is already being built. This gives our clients' work a competitive edge. We work very collaboratively with all internal departments and with our clients.
The digital landscape is constantly changing. For example, for one of our projects, we found that 37% of our customers are using their smartphones to access the internet. By streamlining the user experience on one of our brand's sites with a mobile version, we were able to double the conversion rate. So, as Aaron Forth, vice president of the wildly successful Mint.com said, "If you're not focused on user experience, if it's not the most important thing to the business, you're never going to get to the lead."
As with any endeavor, this talk wouldn't have been possible without the contributions of many of my talented co-workers. I especially want to thank Christina Vargas, Jennifer Lerud, and Sara Bamber - your support helped make this talk a huge success.