The following is a mini-interview I conducted with Adriano Braun Galvao, author of Design Relationships: Integrating User Information into Product Development, and VP of Sylver Consulting. 

PB: What is your book about?

ABG: This book introduces an innovative method for creating products that work better for consumers. The methodology, developed through pragmatic case studies, is applicable to industrial projects, helping developers to define attributes of future products, and reducing the chances of making wrong decisions about the relationships between product functions and users’ tasks. Some of the key topics addressed in the book are: affordances, product architecture and user research.

PB: How can UX strategy and design professionals put this information to practical use in their projects?

ABG: As products are being embedded with increased functional and interface capabilities, there is a rising demand for design methods that can incorporate user interaction into the product architecture design process. The affordance-based method and the practical case studies presented in this book make it an excellent reference for practitioners, students and academics in the product development field.

PB: What is on the user experience or digital horizon that most interests you?

ABG: Digital spaces and related applications.

The following is a mini-interview I conducted with Rainer Gibbert, a user insights lead for Xing, which I would describe as a European counterpart to LinkedIn.

PB: What does a User Insights Team Lead do?

RG: First let me shortly say something about XING – as probably not all readers will know it. XING is a professional social network based in Germany… quite similar than LinkedIn but (at least in the German-speaking region) much more active and personal… and of course much more usable!

The user insights team (actually the name of my team is “User Insights and Consulting”) is part of the product department of XING. The job of the team is to find out who the XING users are, how they work, what their needs are, how XING meets those needs. etc. And we carry those insights into the organization and consult our colleagues with regards to usability and UX questions.

So my job basically consist of two main parts. First I do lots of user research, user tests or generally talk to users. Second I help my colleagues in the product department to transform the insights we obtain into valuable and usable products.

PB: What do you like most about your job?

RG: My job is very versatile, interesting and fun. First, I talk a lot with people, learn interesting things about how people think, work and network and meet interesting personalities. Second, I work in a very nice, collaborative and inspiring team and company. And third, social networks are a really challenging, fast-changing and growing, interesting and fun topic to work on.

PB: What are the biggest things on the user experience design horizon that you’re interested in?

RG: As XING is a company using agile development, I used to work a lot on integrating UX into our agile processes in the past. And I would say that were have made good progress with this in the last 1,5 years.

Other topics that I am really interested in are persuasion design and game mechanics. How can we use those techniques to make our users more active, do the things we want them to do etc.

A last topic I would mention here is innovation management. In my team we collect loads of valuable insights that XING can use to create cool products. But transforming those insights and user needs into real problem-solving (innovative) products is not always easy. The insights have to be collected, analyzed and interpreted in the right way. After that, we need to find the right approaches to meet the user needs… I really like the design thinking approach to reach this goal.

PB: What is Userlytics about? 

ARM: Leveraging webcam ubiquity and the targeting power of digital media to revolutionize exploratory qualitative research.

We are transforming study turn-around times from weeks to days, even hours;

We are allowing for studies with highly specific and granular demographics, almost anywhere in the world;

We are placing our clients inside the homes of their targeted personas, so they can watch and listen as they interact with websites and prototypes, react to content and advertisements, and resolve their needs and wants;

Overall it can be viewed as a mix of ethnographic studies, immersive qualitative research and remote user experience testing:

The Video-in-Video platform allows for seeing and listening to the participants, their context and surroundings, and their actions on their desktop screen, whether browser related or not.

The innovative digital media based recruitment methodology allows for extremely specific personas, recruited in a very fast turnaround, at a very affordable price point.

PB: What do you like most about your job?

ARM: I love the international aspect. Userlytics has had the good fortune to have employees from around the world contribute to its success, including colleagues from Peru, Mexico, Chekia, France, Spain, Argentina, US, Ukraine, Poland, New Zealand, Ireland, and Switzerland.

Our orientation from the very beginning has been international, and although that creates many challenges, it is also a very enriching experience, for all of us.

PB: What are the biggest things on the user experience horizon that you’re interested in?

ARM: We believe that mobility will transform the user experience field. We are actively developing a mobile version of our platform, and we believe this will be the main focus of our product development for the foreseeable future.

Below is a mini-interview I conducted with Kimberley Williamson, Social Media Strategist with Goldstein Communications. If you have an interesting job and would like to be interviewed, drop me a line.

PB: What does a Digital Strategist do?

KW: In my role as a Digital Strategist I am responsible for balancing many aspects of a digital initiative on behalf of a client. I like to think of my projects as requiring three media arms to operate effectively and a good digital strategist can take these arms and figure out how best to use them and how they should work together.

These are:

1: Paid Media (Google Ads, Facebook Ads, Banner Ads, using services such as Retargeter, Etc)

2: Marketed Media (Curation of content across social spaces including but not limited to Facebook, Twitter, YouTube)

3: Earned Media (Placements and awareness brought about by blogger outreach, content syndication etc.)

PB: What do you like most about your job?

KW: My favorite aspect of my job has to be measurement and reporting. The biggest strength of working with online properties is that everything is trackable and provable. Using things such as impressions, interactions or conversion rates, we can gauge the success of an initiative with an accuracy never before achievable. I love gathering all of these things and presenting them in a format that proves what I’ve done was valuable.

PB: What are the biggest things on the digital strategy horizon that you’re interested in?

KW: Looking forward, I will be paying particular attention to the following things:

I believe that mobile technologies such as apps and mobile sites will become integral parts of any business (especially retailers). I feel that American consumers have some catching up to do in terms of mobile purchasing and that the next coolest thing will involve a monetary transaction solution for consumers and their fancy devices.

I don’t think that the next big thing will be a new platform. I think that smart brands will keep their eyes on new applications of platforms that are already established. Foursquare, in particular, is very encouraging of others building on their API and a lot of fun products have been the result of this.

The days of brands reaping the benefits of being early adopters are long gone. The online community at large is used-to and comfortable with interacting with brands in a digital space and they have high expectations for how established brands should be performing. It’s exciting to see how these brands are pushing the boundary of connectedness and interactivity to take creative ideas to their limits in order to stir up some buzz.

See Kimberley’s LinkedIn profile at: http://www.linkedin.com/in/kimberleywilliamson

The following is a mini-interview I conducted with Nanqian (Nancy) Xu, a design researcher who studied design strategy in the U.S. and now works for Samsung in China. I asked her to describe her work and interests.

PB: Please describe your current job role.

NX: My current job is the product researcher of Samsung Design China. Which my output will be linked to the design part. Mostly we do ergonomic research and sometimes quantitative and emotional research. We are trying to understand the local market and comparing with global market, to see what are the key driving factors of localized product usage.

PB: How design research similar, and how is it different, in the US and China?

NX: 1. Do be conservative. people in China are more conservative specially in less developed part or in higher income level (premium). Using camera (DSLR) is very disturbing while doing home visits. Not mentioned about the video. Best way to do it is to inform the people ahead, then use your iphone to take photos or videos. Do not point it to the user.
2. Do not bring foreigners. People in China will be more cautious, or curious about your peer than the topic.
3. Do check with the interviewee before your interview. Their availability, time length….Best is talk to them in person(phone), make them understanding you are not selling things or spam…
4. Methods? keep it simple. either direct or indirect, do not use complex tools. They will be frustrated than u do.
5. Gender? it really matters, or not. If you are going to a single lady’s home, might be good to bring only girls. (at least ask them before you go, to see if they are Ok with the group of people)

PB: What are the biggest things on the international design horizon that you’re interested in?

NX: To keep updated with the most best things, in every field of design.
We all know that youtube, facebook, flipboard or those good & fresh media are banned in China. Then I really need to know, and keep the social network and knowledge as a global level. To be localized in the research insights. but not be localized with the vision.
If you guys are having really good resource, like organizations, conferences,…etc, can be both online or in reality. Just let me know and I will try my best to make it spreading in the design field in China.

And last, dont get scared when I say do not bring foreigners. In a different type of research, like double mirrored room, market visit, focus group, you guys who are interested in China are highly welcomed. And with the help of local researcher, you can also peak into the real life of Chinese. People are open-minded in megacities.
Anytime in China, let me know. I will introduce some nice spots to enjoy the original Chinese living.

I pulled this story pretty much in tact from Businesswire. The company that did the work was Barkley.
Interesting stuff for UX strategists planning for the next generation of customers.

Barkley, one of the largest independent marketing agencies in the U.S., in partnership with Service Management Group and The Boston Consulting Group, released findings today from a groundbreaking study of Millennials, “American Millennials: Deciphering the Enigma Generation.”

Based on a survey of more than 5,000 respondents and 3.9 million data points, the study provides new information on a range of digital and social media habits of American Millennials as well as their attitudes in the areas of cause marketing, grocery, restaurant, apparel and travel.

“Since the Millennials generation is larger than the Baby Boomers and three times bigger than Generation X, marketers’ understanding of Millennials’ needs, tastes and behaviors will clearly shape current and future business decisions,” said Jeff Fromm, senior vice president, Barkley.

Millennials Are Aware of Youth-Oriented Cause Campaigns

Millennials compared to other generations reported greater awareness of newer, youth-oriented cause marketing campaigns, such as Dove’s Campaign for Real Beauty (33 percent versus 21 percent) or Gap RED (26 percent versus nine percent).They report greater exposure to campaigns through social media (40 percent versus 22 percent) and online news (28 percent versus 22 percent), while Non-Millennials rely on newspaper and direct mail.

Millennials Consume 42 Percent of TV Online 

Millennials appear to have substituted television and print media for the increased online activity and media consumption. Millennials watch significantly less TV than Non-Millennials; fewer Millennials report watching 20-plus hours/week (26 percent versus 49 percent). When they are not watching live TV, Millennials are much more likely to watch shows mainly on their laptops (42 percent versus 18 percent), with DVR (40 percent versus 36 percent), or On-Demand (26 percent versus 18 percent).

Millennials Seek Peer Affirmation & Advice

Perhaps because of their need to share and to find commonalities, 70 percent of Millennials reported feeling more excited when their friends agreed with them about where to shop, eat and play. Only 48 percent of older adults were as heavily influenced by their friends and colleagues. Additionally, Millennials gather information on products and services from more channels – more Millennials than Non-Millennials reported using a mobile device while shopping to research products (50 percent versus 21 percent).

Millennials Are More Prone to Grocery Shop in Groups

While majority of all respondents shop alone (60 percent Millennials, 69 percent Non- Millennials), Millennials are more likely to shop with others versus Non-Millennials. Plus, Millennials report more shopping than Non-Millennials with family unit, spouse and children (13 percent versus six percent) and with adult friends (four percent versus two percent).

Millennials Crave Adventure

Millennials seek a broader range of activities, think globally, and report a greater desire to travel. The large majority of Millennials (70 percent) want to visit every continent in their lifetime. Fewer than half of older adults report that goal.

Millennials Prefer Casual Dining Environments and Snack More

Not only do Millennials report a desire for adventure, but they also think life should be fun. Whether shopping, dining out, or immersed in their mobile devices, Millennials prefer the music turned up and a casual atmosphere. Millennials accounted for 18 percent of their monthly restaurant spend in the fast-casual format, compared to only 13 percent for Non-Millennials. Additionally, Millennials crave snacking opportunities, and are more than twice as likely as older people to seek them out mid-morning, mid-afternoon and late at night.

Retail Associates Play a Critical Role

When female Millennials were asked a series of questions about where they purchase fashion brands, it became clear that if store associates do not know the trends or look the part, Millennials are far less likely to be drawn in by the store. Millennials demand more knowledgeable and fashionable sales associates (29 percent versus 19 percent) while Non-Millennials value sales associates who know to apply discounts and offer promotions (65 percent versus 51 percent).

To learn more about the study and conference, visit sharelikebuy.com, or contact Barkley’s Jeff Fromm at 816.682.5401.

Cabela’s added several UX features in the past few months. The main enhancements we found in the “Summer 2011 Retailer UX Audit” were the addition of Facebook Like, product videos, and more product views (illustrated in the image below). The Facebook Like is a simple addition that every retailer should add to their product pages. It simply lets customers tell their Facebook friends that they like a particular product, and links back to the product page. It also establishes a link between the person who likes the product, and the retailer.

The other major features, videos and more product views, help Cabela’s customers get a better feel for the products they are interested in. The videos talk about features of the product and show them in usage situations, which anchors the attention of customers in the product more significantly, and gives them more confidence that if they purchase the product, they will not be surprised to find that it doesn’t meet their expectations.

These added UX features are a big step forward for the Cabelas.com user experience. Based on our review of 100 top retailers, some UX features that Cabela’s should consider adding in future releases are: Shopping Lists (different from wish list), Expert Advice/Chat, Product Combinations, Price Drop Alert, and Spanish Product Pages.

Every retailer who doesn’t currently have a Facebook Like and Send button should follow the Toys R Us example (shown below). In the UX Audit that Usography conducted in Q1 of 2011, Toys R Us didn’t have Facebook Like or Send. Then in the Q2 audit, both buttons were slipped very neatly next to the product image, just below the title for high prominence.

These buttons take relatively little effort to incorporate, but add significant social commerce functionality to the catalog. Now customers can Like a toy, which will appear in their friends news feeds, and will also create a link between the company and the customer’s Facebook account. The Send button is a flexible share button, that lets the customer select which of their Facebook friends to send the product detail page link to. The screen captures below show the before (Q1) and after (Q2) images from the respective UX Audits.

Without Facebook buttons:

Toys R Us without the Facebook buttons (Q1 UX Audit)

With Facebook buttons:

Toys R Us with the Facebook buttons (Q2 UX Audit)

In the past few months, Walmart has added user experience features like: Facebook Like, Social Media Sharing, Customer Images of Products, and Order Online/Pickup in Store. (UX scores for all 100 retailers at: http://ht.ly/5Nx4i).

Not every retailer can do Order Online/Pickup in Store, because of logistics, but social sharing and Facebook Like are low hanging fruit. I’m surprised at the number of retailers we reviewed for the Summer 2011 Retailer UX Audit that didn’t have these basic, simple, social commerce features.

Facebook Like, Social Sharing, Email to Friend all added

Pickup in Store Option

Customer's Image of Product

In Usography’s recent UX Audit, we reviewed the e-commerce sites of 100 top retailers. We were looking for the presence or absence of 30 features that we had derived from previous site reviews across a wide spectrum of e-commerce sites. A summary of the results are provided at http://www.usography.com/audit.

One result that surprised us is the absence of top tier e-commerce sites that have the option of viewing a product detail page in Spanish. The only sites that we were able to find Spanish product pages on, of those we reviewed, are listed below:

- Newegg

- Lumber Liquidators

- Victoria’s Secret

- Rooms To Go

- Sears

Rooms To Go link to view product page in Spanish

I don’t want to list the sites that didn’t have Spanish product pages, but they are easy to find in the list of sites we reviewed in the audit summary (http://www.usography.com/audit ). The audit summary also has a link to the product detail pages of all 100 sites reviewed.