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

Details

Level
Intermediate
Duration
1 day (7 CPD hours)
Rating

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Course availability

Start Location Member Non-Member Places Left  
01/08/19 London (W1W 8SS) £510.00 £599.00 14

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.

Tutor

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.

Matt Banks, Insight and Analytics Partner, Seven Seconds

Matt is the Insight and Analytics Partner at a new ecommerce consultancy called Seven Seconds, with Waitrose being one of its key clients.

Matt’s previous role was as a Senior Consultant at PwC Specialising in Digital Intelligence for clients including, EMAP, British Gas, John Lewis, DeBeers. Prior to this, Matt was a Client Director at Logan Tod for 5 years running digital optimisation and intelligence projects with clients which included HSBC, ASOS and Debenhams Before joining Logan Tod, Matt headed up a Digital Insight Team at Lloyds Banking Group.

Venue

London (W1W 8SS)

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

All prices above are subject to vat

Why do it with the IDM?

Marketers who choose the IDM as their training partner make a real difference to their business, their customers’ lives and their own career.

The IDM is leading the ‘do revolution’

What counts today more than ever is not what you think, or even what you say, but what you can do. IDM qualifications and short marketing courses are designed for marketers who want to do more, faster, better.

Over the last 30 years we’ve trained over 100,000 delegates across 28 countries, from Microsoft to the BBC, John Lewis to Lego.

What will you do next in your digital, direct or data-driven career? Find out about IDM qualifications and training courses or IDM membership.

"The information was pitched at the right level for someone with limited stats knowledge so that I could understand the theory as well as the application"

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Data Services Manager, CDS Global

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