User Experience Masterclass: 11 June 2024

Create the best possible experiences for your web and mobile visitors. Understand your customers' needs and use these insights to optimise your design and content. Learn how to test and improve your web and mobile media using analytics tools and techniques.

You will learn to:

• Better understand user experience (UX) and why it is important
• Understand your customers' needs and what they value with mobile and online customer journeys
• Learn how to map the customer journey and use this to identify opportunities on web and mobile
• Learn how to create a better user experience through User-Centered Design (UCD) methods
• Learn techniques to assess and test the user experience

Masterclass Details:

Understanding your customer and usability research

• Identifying user needs, behaviours, motivations and what they value in relation to online and mobile
• Creating a 'backlog' of functionality for the project based on user stories
• Preparing a benchmark document of competitors to define best and worst practice for online and mobile activity
• Usability research exercise

Mapping the experience, user flows and Information Architecture

• Customer journeys and journey mapping for online and mobile
• Identifying top tasks for the journeys they represent
• Creating user flows to illustrate the different persona needs for online and mobile
• Auditing Information Architecture (IA) for your website or mobile app

User-Centered Design (UCD)

• Assigning UX and design teams user stories from your backlog
• Interaction and visual design
• Principles of user-centered design and best practice
• Responsive design
• Designing for mobile: touchscreens, gestures, multiple operating systems

Wireframes and prototyping

• Preparing paper "low fidelity" wireframes
• Evolving coded "high fidelity" prototypes
• Why prototyping makes commercial sense and wins over stakeholders
• Preparing assets for prototyping

Optimising content and page composition

• Defining the purpose of the page
• Focus on user benefits and credibility
• Headlines, language and tone of voice
• Communicating the page messages

Testing the experience

• Adopting a culture or constant testing and iteration
• Overview of analytics tools: online, guerrilla testing, focus groups
• User testing and moderation techniques
• Best practice tips for website, mobile and tablet
• Adding to the development schedule
• Accessibility - touch on requirement

Who should attend?

The UX course is designed for digital marketing, ecommerce, loyalty and online product specialists.

Tutor:

Rob Manning
Rob began his career in marketing communications in 2000, joining award-winning brand and direct response agency Jacob Bailey in 2003 where he is now Group Account Director. Rob heads up Jacob Bailey's London office, handling integrated strategic direct response campaigns for big brand clients like AXA, BT, E.ON, Barclaycard and National Express - and was awarded the Top Student Distance Learning Award by the IDM in 2005. A web specialist, Rob has embedded digital marketing as a core competence within the company, helping to raise the eMarketing performance bar for some of the UK's biggest companies. Rob recognises the direct link between emerging technology and marketing effectiveness - and has applied it to help make Jacob Bailey a recognised leader in this field.

Testimonials:

If you want to meet great people from the widest range of industries while learning from industry greats in amazing facilities, the IDM is for you

Katherine Fleet
Matrix

Great experience for my team and I on our journey of reviewing our UI/UX. Rob was fantastic and the material delivered more than we expected

Nakeeta Janse van Rensburg
Bounce Interactive