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User Experience

Grasp the key elements of User Experience, and how to develop a UX plan for your mobile and online customers. This course is supported with practical exercises focused on better understanding your customers and what they value.

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
13 Oct 2017	Central London (W1W 8SS)	£549.00	£599.00	10+
10 Nov 2017	Central London (W1W 8SS)	£549.00	£599.00	8
14 Feb 2018	Central London (W1W 8SS)	£549.00	£599.00	10+

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

The IDM have created an inspiring training area with two state-of-the-art training suites. There is a café dining area and relaxation zone to help you network and gain knowledge during your visit.

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