Sociomedia UX Strategy Forum 2014 winter

December 3rd & 4th, 2014. Station Conference Manseibashi, Kanda, Tokyo

With the rise of globalism, prices of products are falling and the network environment is changing, the key word in business strategy is shifting from "improvement" to "innovation." This "innovation" now refers not only to technological innovation, but also to user innovation.

More than ever before, corporate and business leaders are being forced to examine things through the eyes of the user and create added value by connecting products and services in an innovative way. We are embarking on a new era of UX (User Experience) Strategy. UX Strategy, when implemented at the core of a business, aims to actively manage client experience value, and simultaneously manages and supervises organizations and activities promoting UX within the company.

“Sociomedia UX Strategy Forum 2014 Winter” is a two-day event with presentations about designing and implementing evaluation indexes, an essential part of implementing UX strategically.

Our main speaker, Dr. Bill Albert, is Executive Director of the User Experience Center at Bentley University, a leading expert in the field of UX. He co-wrote (with Tom Tullis) the first book on usability metrics, "Measuring the User Experience: Collecting, Analyzing, and Presenting Usability Metrics" which will be published in November in Japanese. Dr. Albert proposed UX Metrics as an index to evaluate UX, and has experience in helping organizations measure the effects of UX. At this UX Strategy Forum, Dr. Albert will cover the following: the basics of UX Metrics, examples and case studies (Day 1), application of UX Metrics for projects and in organizations (Day 2).

Day 1 (Dec. 3) Presentation title: What is UX Metrics? - Dr. Albert will begin with an introduction to the fundamentals and principles of UX Metrics and give examples of organizations effectively using UX metrics. This will be followed by Dr. Albert and Toshikazu Shinohara’s (Sociomedia) open dialogue on the recent trends of UX metrics. This program is designed to help listeners grasp the basics of UX metrics – a critical evaluation tool in promoting UX strategy within an organization.

Day 2 (Dec. 4), Presentation title: Application of UX Metrics - Dr. Albert will give two presentations on practical methods and techniques for using UX metrics. Toshikazu Shinohara of Sociomedia will give a presentation entitled: Steps for using UX metrics to promote UX Strategy.

Note that on Day 1 (Dec. 4), there will be a book-signing event immediately following the program. Food and drinks will be served. Please take this opportunity to converse with Dr. Albert and ask questions.

Event Details

Timetable

Day 1 "UX trends" - December 3rd, 2014 (Wed.) with consecutive interpreting

• 13:00 Doors open
• 13:30 - 14:40   "What is UX Metrics?" - Bill Albert
  The goal of this presentation is to introduce UX metrics – what they are, why they matter, and how you use them in your organization. I will begin the presentation with a definition of UX metrics, and review of the most common types of UX metrics. Next, I will discuss the value of UX metrics, and why they are critical to business success. Then, I will review how UX metrics fit within the design and development process. I will conclude the presentation by sharing a few success stories of organizations that are using UX metrics effectively.
• 15:00 - 16:00   "UX Metrics Now―Latest Trends in Europe and the United States" - Bill Albert (Interviewed by Toshikazu Shinohara)
  In this session, Toshikazu Shinohara of Sociomedia (who supervised the translation of Dr. Albert’s book, Measuring the User Experience―Collecting, Analyzing, and Presenting Usability Metrics) will give a presentation on the title: “UX Metrics Research Today.” He will discuss the advanced approaches of businesses in Europe and the United States, and the latest trends of UX Metrics of various companies and industry groups. He will also give advice on how to apply US Metrics in view of the current situation in Japan.
• 16:20 - 17:30   "Case Studies: How UX Metrics are Used in the Real World" - Bill Albert
  This presentation is focused on various case studies involving the use of UX metrics. I will highlight how different organizations use UX metrics, the challenges these organizations faced, and how these organizations used them to gain insight into customer behavior and help them make smart business decisions. As part of this presentation I will review various analytical techniques that were used as part of each case study. I will also discuss how the results were used and the impact it had on the organization.

Day 2 "UX Strategy in Practice" - December 4th, 2014 (Thu.) with consecutive interpreting

• 13:00 Doors open
• 13:30 - 14:40   "Practical Tips on How to Measure the User Experience" - Bill Albert
  This presentation focuses on the practical information you will need if you want to start using UX metrics in your organization. It will begin with a review of what you will need to know when you start to collect UX metrics. Next, I will highlight different ways to collect UX metrics, including some new online tools. Next, I will demonstrate some common techniques for analyzing UX metrics, including some common mistakes that are made and how to avoid them. The presentation will conclude with a discussion of how to effectively present UX metrics to your organization.
• 15:00 - 16:00   "UX Metrics for UX Strategy - Using UX Metrics to Promote UX Activities -" - Toshikazu Shinohara
  This presentation will begin with an overview of the market situation of UX Strategy. Shinohara will outline the framework for implementing UX Strategy, and introduce guidelines on where and how to begin, for the people at the management level. He will also explain how UX Metrics can be used effectively to promote UX activities within a company or organization.
• 16:20 - 17:30   "Applying UX Metrics in your Organization" - Bill Albert
  The objective of this presentation is to provide guidance on how to effectively implement UX metrics within an organization. I will begin presentation with a discussion of what different organizations are doing with UX research, and how UX metrics fit in (or don’t fit in). Next, I will review why UX metrics are critical to the success of any organization, and the risks of not using UX metrics. Next, I will provide practical tips on how implement UX metrics in any organization, as well as cover common mistakes organizations make when implementing UX metrics. I will conclude the presentation with a few success stories of organizations that are using UX metrics effectively.

Speaker Profiles

Dr. Bill Albert

Bill Albert is currently Executive Director of the User Experience Center (UXC) at Bentley University and Adjunct Professor in Human Factors in Information Design at Bentley University.

Prior to joining Bentley University, he was Director of User Experience at Fidelity Investments, Senior User Interface Researcher at Lycos, and Post- Doctoral Researcher at Nissan Cambridge Basic Research.

Albert has published and presented his research at more than 30 national and international conferences. In 2010 he coauthored (with Tom Tullis and Donna Tedesco), “Beyond the Usability Lab: Conducting Large- Scale Online User Experience Studies,” published by Elsevier/Morgan Kauffman. He is co- Editor in Chief of the Journal of Usability Studies . Bill has been awarded prestigious fellowships through the University of California Santa Barbara and the Japanese government for his research in human factors and spatial cognition. He received his B.A. and M.A. degrees from the University of Washington (Geographic Information Systems) and his Ph.D. from Boston University (Geography- Spatial Cognition). He completed a Post- Doc at Nissan Cambridge Basic Research.

Toshikazu Shinohara

President of Sociomedia, Inc., a user experience design consulting company. Shinohara with his expertise consulting for business teams and organizations, and in running IT start-ups, continues to employ his comprehensive expertise in UX, IT and design as a UX strategy consultant committed to helping businesses innovate.

Shinohara also teaches design and IT courses at universities and is active in establishing industry standards by serving as a board member at the Human Centered Design Organization, and as the president of UXPA Japan.