10 habits of customer-obsessed companies
TRANSCRIPT
CONFIDENTIAL 1
10 Habits of UX-
Obsessed Companies
Amy Buckner
Co-founder and Managing Partner, AnswerLab
CONFIDENTIAL 2
• Regularly asked to speak at
industry events
About AnswerLab
• Founded: 2004
• Headquarters: San Francisco
• Trusted by global market leaders
• #1 research firm
• #1 research firm
2
CONFIDENTIAL 3
AnswerLab’s Focus Enables
Research You Can Trust
User
Experience
Research
IT’S ALL
WE DO
User Experience Research
• 100% Focused on User
Experience Research
• Independent
• Objective
CONFIDENTIAL 4
Today’s Speaker: Amy Buckner
Amy BucknerManaging Partner & Co-Founder
Phone: 415.814.9669
Email: [email protected]
AnswerLab
160 Spear Street, Suite 700
San Francisco, CA 94105
• AnswerLab Co-founder
• 15+ years experience
delivering UX insights to
Fortune 500 companies
• Frequent speaker on UX
topics at UPA, AMA,
Net.Finance, iMedia
Connection, World Usability
Day
CONFIDENTIAL 5
Agenda
• 10 Habits of UX-Obsessed
Companies
• Q&A
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10 Habits of UX-
Obsessed
Companies
CONFIDENTIAL 7
Eliminate
Risk
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CONFIDENTIAL 9
The Opportunities and Risks
are Enormous
User Experience Quality
Visit
Explore
Interact
Convert
HighLow
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Test Early in the Cycle
Plan Build Launch Support
Product Development cycle
Cost to remedy problems that are identified
$$
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Employ a User-Centered Design
Process
Strategy & Planning
• Who are our users?
• What do they need?
• What do we build?
Discover
Design & Specification
• How do we design it?
• Will they use it?
• How do we improve it?
Optimize
Launch & Production
• Are there showstoppers?
• Did we have impact?
• What do we do next?
Validate
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Strategy & Planning
• Who are our users?
• What do they need?
• What do we build?
Discover
Design & Specification
• How do we design it?
• Will they use it?
• How do we improve it?
Optimize
Launch & Production
• Are there showstoppers?
• Did we have impact?
• What do we do next?
Validate
Employ a User-Centered Design
Process
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Customers.Know Your
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Top 100 Customers
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How Do They Use Our Mobile
Channel?
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Study the Competition.
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Bridalveil Falls
Chilnualna Falls
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COMPETITOR
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CONVERSION ORDER SIZE
240%
268%
Post Redesign Metrics
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Concepts.Validate
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3. Never Used
2. Went Inactive
1. Active Users
600 Customers
1. Would Adopt
2. Some Would Adopt
3. Still Not Interested
Outcome
Quantitative Protoype Study
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IterateDesigns.
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Test 1
Iterate Iterate
Iterative Testing Process
Test 2 Test 3
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Two-Week Design Sprint
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Monthly Rolling Studies
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Be Creative.
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HR / Finance
Employees
Paper Prototypes
Make-shift Lab
Some Useful
Insights
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Measure YourImpact.
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Brand
• Overall
Impression
• Rating of Key
Brand Attributes
Call-to-Action Metrics
• Likelihood to
(Primary Call to
Action)
• Likelihood to
Return
• Likelihood to
Recommend
(NPS)
Experience
• Satisfaction
• Ease of Use
• Success in Tasks
Benchmarking Measures
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The Sandwich
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UX Score
J & J Brand Wave 1 Wave 2 Change?
78 84 ↑
60 55 ↓
65 68 ↑
70 78 ↑
55 65 ↑
65 60 ↓
82 78 ↓
69 78 ↑
72 65 ↓
64 80 ↑
The Sandwich: Waves
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The Wheel
Monthly
Quarterly
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Monthly sample size (n=250)
0%
20%
40%
60%
80%
100%
Overallsatisfaction
Experiencedfrustrations
Overall Scorecard: Site Satisfaction / Frustrations
(6/7 Very Satisfied) / (% Experienced Frustrations)
The Wheel: Continuous
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Look Pastthe Surface.
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What people say
is not always
what they do.
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Online Dating Site
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59 290!
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Right Methods.Use the
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Lab-based Usability
Remote UsabilityA/B Testing
Beta Testing
Quantitative User Experience ResearchIntercept Surveys
Focus Groups
Behavioral TrackingHeuristic Reviews
Ethnographic Research
Eye TrackingMobile Testing
Many Methods &Techniques
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Focus Groups
Intercept
How do we
drive online
orders?
Usability Testing
Beta Testing
How do we
make this a
success the
first time?
A/B Testing
Intercept
What’s wrong
with this new
home page?
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Always Look
for Ways toInnovate.
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Eliminate Risk.
Know Your Customers.
Study the Competition.
Validate Concepts.
Iterate Designs.
Be Creative.
Measure Your Impact.
Look Under the Surface.
Use the Right Methods.
Always Look for Ways to Innovate.
CONFIDENTIAL 49
Drive Customer Satisfaction and
Grow Net Promoters
CONFIDENTIAL 50
After This Webcast You Will Receive
Our Complimentary 10 Habits List
CONFIDENTIAL 51
Questions?
CONFIDENTIAL 52
Thank you!• For follow-up questions for our speaker, contact:
Amy Buckner
• For questions about AnswerLab user experience
research services, contact: