{"id":2655,"date":"2017-10-11T11:50:18","date_gmt":"2017-10-11T10:50:18","guid":{"rendered":"https:\/\/www.keyade.com\/agence\/?p=2655"},"modified":"2017-10-11T11:50:18","modified_gmt":"2017-10-11T10:50:18","slug":"adweek-nyc-les-fondamentaux-de-lexperience-utilisateur","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/en\/adweek-nyc-les-fondamentaux-de-lexperience-utilisateur","title":{"rendered":"ADWEEK NYC III : Les fondamentaux de l&#039;exp\u00e9rience utilisateur"},"content":{"rendered":"<p style=\"text-align: justify;\"><em>Ev\u00e9nement incontournable des professionnels du marketing, de la publicit\u00e9, des m\u00e9dias et nouvelles technologies, l\u2019Advertising Week de New York s\u2019est tenue du 25 au 29 septembre. Chez Keyade, Adrien Alioua (Directeur du d\u00e9veloppement) et Benoit Le Bras (Directeur digital adjoint et responsable innovation) ont assist\u00e9 \u00e0 plusieurs conf\u00e9rences et nous partagent leurs apprentissages et points de vue.<\/em><\/p>\n<h2 style=\"text-align: justify;\"><span style=\"color: #00aae3;\"><strong>Conf\u00e9rence \u00ab\u00a0Les fondamentaux de l&#8217;exp\u00e9rience utilisateur \u00bb<\/strong><\/span><\/h2>\n<p style=\"text-align: justify;\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2667 size-medium alignleft\" src=\"https:\/\/www.keyade.com\/agence\/wp-content\/uploads\/2017\/10\/adweek-ux-300x225.jpg\" alt=\"adweek-ux\" width=\"300\" height=\"225\" \/>En pr\u00e9sence de\u00a0:<\/p>\n<p style=\"text-align: justify;\"><a href=\"https:\/\/www.linkedin.com\/in\/paulcanetti\/\" target=\"_blank\" rel=\"noopener\"><strong><em>Paul Canetti<\/em><\/strong><\/a><em>, CEO de Maz<\/em><\/p>\n<h3 style=\"text-align: justify;\"><\/h3>\n<p><\/br><\/p>\n<h3 style=\"text-align: justify;\"><strong>Penser l\u2019UX en dehors des faux postulats<\/strong><\/h3>\n<p style=\"text-align: justify;\">En termes d\u2019exp\u00e9rience utilisateur, il n\u2019existe pas une bonne solution universellement applicable mais plut\u00f4t pl\u00e9thore de mauvaises, qui reviennent d\u2019ailleurs assez fr\u00e9quemment. Avant de commencer, deux points sont \u00e0 prendre en consid\u00e9ration\u00a0:<\/p>\n<ul style=\"text-align: justify;\">\n<li><strong>L\u2019exp\u00e9rience utilisateur n\u2019est pas propre au digital.<\/strong> Elle existe d\u00e8s lors qu\u2019il y a un cr\u00e9ateur et un utilisateur du produit. L\u2019UX consiste \u00e0 diriger l\u2019utilisateur \u2018dans la bonne direction\u2019 et lui \u00e9viter les directions d\u2019une mauvaise utilisation. Mais ce n\u2019est pas une science qui s\u2019apprend sur les bancs d\u2019\u00e9cole, il s\u2019agit plut\u00f4t d\u2019une discipline exp\u00e9rimentale, bas\u00e9e sur des cas concrets et donc enti\u00e8rement variable en fonction des produits.<\/li>\n<li><strong>L\u2019exp\u00e9rience utilisateur ne se r\u00e9sume pas \u00e0 l\u2019utilisation.<\/strong> Trop souvent, les entreprises focalisent leur attention sur une interface utilisateur, mais en r\u00e9alit\u00e9, l\u2019UX s\u2019articule autour de trois moments\u00a0: <u>avant<\/u>, <u>pendant<\/u> et <u>apr\u00e8s<\/u> En effet, la notion d\u2019UX nait au moment o\u00f9 le besoin nait, et non quand l\u2019utilisateur commence \u00e0 utiliser le produit. La phase de recherche fait donc totalement partie int\u00e9grante de l\u2019UX, tout comme la phase post-achat. Souvent n\u00e9glig\u00e9es par les entreprises, ces deux phases sont pourtant \u00e0 elles deux au moins aussi importantes que la phase d\u2019utilisation en elle-m\u00eame.<\/li>\n<\/ul>\n<h3 style=\"text-align: justify;\"><strong>L\u2019UX dans les organisations<\/strong><\/h3>\n<p style=\"text-align: justify;\"><strong><em>Quel p\u00e9rim\u00e8tre\u00a0?\u00a0<\/em><\/strong>L\u2019exp\u00e9rience utilisateur se con\u00e7oit souvent \u00e0 deux niveaux\u00a0: l\u2019interaction (clics, \u00e9tapes, process\u2026) et le visuel (qui repose sur les sens, l\u2019exp\u00e9rience et l\u2019\u00e9motion de l\u2019utilisateur).<\/p>\n<p style=\"text-align: justify;\"><em><strong>Quelles \u00e9quipes\u00a0?<\/strong>\u00a0<\/em>Dans les organisations, ce sont souvent les \u00e9quipes Produits, ou les \u00e9quipes Design qui traitent le vaste sujet de l\u2019exp\u00e9rience utilisateur. Pourtant, tous les services de l\u2019entreprise sont en r\u00e9alit\u00e9 parties-prenantes de l\u2019UX, \u00e0 un moment ou un autre (avant, pendant ou apr\u00e8s utilisation)\u00a0: IT, marketing, commercial, direction\u2026<\/p>\n<p style=\"text-align: justify;\"><em><strong>Quelle m\u00e9thode\u00a0?<\/strong>\u00a0<\/em>L\u2019entreprise privil\u00e9gie souvent l\u2019approche top-down (par exemple\u00a0: la direction prend une d\u00e9cision sans consid\u00e9rations techniques et l\u2019impose aux \u00e9quipes marketing, commerciales\u2026), au d\u00e9triment de l\u2019approche bottom-up, plus incluante et qui a d\u00e9j\u00e0 montr\u00e9 de meilleurs succ\u00e8s.<\/p>\n<h3 style=\"text-align: justify;\"><strong>Les r\u00e8gles d\u2019or de l\u2019UX<\/strong><\/h3>\n<p style=\"text-align: justify;\">Premi\u00e8re r\u00e8gle d\u2019or\u00a0: aller au plus simple\u2026 quand cela est possible. Plus un produit ou service est con\u00e7u de mani\u00e8re sp\u00e9cifique, plus l\u2019impact g\u00e9n\u00e9ral baisse. Seconde r\u00e8gle d\u2019or\u00a0: respecter les fondamentaux par ordre de priorit\u00e9\u00a0: \u00eatre utile, \u00eatre simple, \u00e9voluer avec les utilisateurs.<\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"color: #00aae3;\">L&#8217;avis Keyade<\/span><\/h2>\n<p style=\"text-align: justify;\">Benoit Le Bras, Directeur digital adjoint chez Keyade partage : \u00ab\u00a0Une conf\u00e9rence particuli\u00e8rement int\u00e9ressante qui peut \u00e9galement s\u2019appr\u00e9cier dans le contexte de notre m\u00e9tier. On ne le dit pas assez, mais dans la publicit\u00e9 en ligne, l\u2019exp\u00e9rience utilisateur joue un r\u00f4le significatif sur la conversion. Agences et annonceurs auront beau mettre en place les meilleures campagnes, respecter toutes les best practices ou d\u00e9ployer les formats les plus performants, la conversion restera faible si l\u2019exp\u00e9rience utilisateur n\u2019est pas au rendez-vous. Et par exp\u00e9rience utilisateur, nous entendons aussi bien l\u2019ergonomie du site et le temps de chargement de ses pages (exp\u00e9rience online) que la confirmation de vente, l\u2019exp\u00e9rience de livraison, de retours, etc.\u00a0\u00bb<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ev\u00e9nement incontournable des professionnels du marketing, de la publicit\u00e9, des m\u00e9dias et nouvelles technologies, l\u2019Advertising Week de New York s\u2019est tenue du 25 au 29 septembre. Chez Keyade, Adrien Alioua (Directeur du d\u00e9veloppement) et Benoit Le Bras (Directeur digital adjoint et responsable innovation) ont assist\u00e9 \u00e0 plusieurs conf\u00e9rences et nous partagent leurs apprentissages et points [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2667,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[85],"tags":[55,237],"class_list":["post-2655","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-its-a-digital-world","tag-event","tag-ux"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>ADWEEK NYC III : Les fondamentaux de l&#039;exp\u00e9rience utilisateur | Keyade<\/title>\n<meta name=\"description\" content=\"L&#039;UX ne se r\u00e9sume pas au seul moment de l&#039;utilisation ou \u00e0 une simple question d&#039;interface digitale. 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