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User-centered thinking in higher ed communications Batu Sayici Melissa Zuroﬀ
Hello! @batusayici @MelissaZuroﬀ
Let’s talk about • Using research and data to establish a user-centered strategy • Determining the tools and team needed • Recognizing and exploring how to approach potential challenges
User-centered design Designing a product or service around how users want or need to use it, rather than forcing them to change their behavior to accommodate your product or service.
! Internally driven communication mimicking organizational structure and language
A user-centered design and content strategy reﬂecting students’: 1. mental model 2. priorities 3. language
How to get there in 4 steps
1 Get management support and sponsorship.
Challenges you might face • • • • No budget/staﬀ Low awareness of beneﬁts Resistance to act Organizational change
Overcome the challenges • Show, don’t just tell. • Focus on projects that produce tangible results. • Involve stakeholders throughout the process of planning, execution, analysis, and reporting.
Make your argument.
Emphasize what a user-centered strategy enables • More eﬀectively meeting organizational objectives • Better serving user needs • Better accountability
Some resources on getting leadership buy-in:
2 Build the right team.
Identify the right people and skill sets… Visual Design UX Content Analyst
…and foster their skills.
3 Involve users (early) in the design process.
Determine your process. Surveys Analytics Usability tests Surveys Analytics Social Media Interviews Brainstorming Card sorting
Use your data to ﬁnd what’s not working.
Understand current experience and pain points.
Simplify their journey.
Talk their language. Avoid jargon and internal terminology.
Check rough prototypes early.
Test & iterate Quick and dirty is better than none.
Here’s an example
Tips for user tests • Use social media and email to create a pool of participants. • Oﬀer desirable incentives. • Run small tests often. • Aim to make things better, not perfect.
Some resources on testing:
4 Measure and communicate results.
Results Before After 4 3.75 3.5 3.25 3 easy to ﬁnd easy to understand enjoyable
To be more user-centered… Get management support and sponsorship. Build the right team. Involve users early in the design process. Measure and communicate results.
But also… “When ﬁxing problems, try to do the least you can do.” –Steve Krug
Questions? @batusayici @MelissaZuroﬀ