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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

course availability

start location member non-member places left
Farringdon (EC1M 3HE) £549.00 £599.00 2

NB: Prices above subject to VAT.

Course information

programme

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 requirements
who should attend?
The UX course is designed for digital marketing, ecommerce, loyalty and online product specialists.

Enrol onto ‘User Experience’ course and receive the ‘DMA Data Guide’. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.
tutors

Robert Thurner F IDM, Burn The Sky

Robert Thurner F IDM is a recognised expert in mobile marketing, mCommerce and mobile CRM, working across markets throughout EMEA, North & Central America, and Asia Pacific.

He is Founder and Managing Partner of Burn The Sky, the digital consultancy which helps organisations plan and deliver first class customer experiences on smartphones and tablets

Immersed in the world of mobile for over 10 years, Rob works with clients including American Express, CVC Capital Partners, GSK, Heineken, HSBC, Jaguar, John Lewis, M&S, Paddy Power, PwC and SkyBet.

Rob designs and delivers in-house workshops and online digital training for clients direct and on behalf of the IDM. He consistently receives excellent feedback from the 500 people he trains each year.

venue

IDM Head Office

With two state-of-the-art training suites complete with interactive white boards, a prestigious boardroom equipped with a 70" multi-touch interactive plasma screen and a cafe dining area with relaxation zone, the IDM has created an inspiring training location.

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,
Matrix

Excellent course - enthusiastic and knowledgeable tutor

Lucy Stevenson,
Wine & Spirit Education Trust

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