stakeholder persuasion - how to quantify your gut feeling

Jacco Nieuwland & Martijn van Loon March 2013

Stakeholder Persuasion How to quantify your gut feeling!

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Why change something that already works?

Why this colour?

Are we really sure this design

is better?

requirements requirements

researcher

designer

user research reports

user tests

presentations

design user Product business

business

user flow

efficiency

mental model

looks better

user experience

intuitive

UX talk / designer talk

business talk; # and $

ROI

KPI

conversion

researcher

designer

business

UX talk / designer talk

?!?

reports

presentations

researcher

designer

UX & business - different languages

Need numbers to persuade stakeholders

Collect data during design process insights

Designer

Jacco Nieuwland @jnieuwland

Researcher

@martijn_vanloon

Martijn van Loon

We are User Intelligence an international User Experience consultancy, specialized in

Research,

Design &

Strategy

researcher

designer

business

UX talk / designer talk

Business talk; # and $

reports

presentations

Why change something that already works?

Existing website: Web Traffic Map

understand conceive design implement optimize

web analytics

web analytics Collect (new) data

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Two cases

Case 1 Validate new navigation structure

The problem

I can’t find the content

user product

Is the new structure better?

Can customers find products more easily?

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Current structure

New structure

Tool: Treejack

Task: e.g. Find mobile broad band (demo)

Results: Scores per task Tool: Treejack

Is the new structure better?

Can customers find products more easily?

Main results

40% higher success percentage

Main results

Deeper analysis of the results Tool: Treejack

Results

Quick comparison of navigation structures

Redesign easily communicated with stakeholders

Commitment to the new redesign during design and development.

Case study 2 – Philips Measure expected success of new concept

To which site do I have to go?

user product(s)

Problem

Is it worth the investment?

Changes have high impact on back-end

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Input: prototype of the website

Current site Proposed solution

Prototype

Journeys

Respondents

Completed tasks

115 pages

5 journeys, 80 tasks

800 respondents

2400 completed tasks

60 pages

5 journeys, 56 tasks

600 respondents

1800 completed tasks

Test setup

Start task

Please buy a Sensotouch 3D RQ1285/22. Please take note where you can buy this product (online via Philips.com, online via a third party, or in a physical shop via a retailer).

Tool: Userzoom

Task: e.g. Buy a Sensotouch 3D Tool: Userzoom

Task: e.g. Buy a Sensotouch 3D (demo) Tool: Userzoom

Questions (satisfaction, ease of use) Tool: Userzoom

Results per task Tool: Userzoom

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Data analysis

Is it worth the investment?

Changes have high impact on back-end

Main results

Main results

Goal completion nn% increase

Time to complete nn% decrease

nn% increase in satisfaction

+nn% -nn% +nn%

Detailed results

Screenflows Tool: Userzoom

Screenflows Tool: Userzoom

Heatmaps Tool: Userzoom

Results

Realistic comparison

Convincing results to support an important business decision

First improvements on the concept before development

Summary

understand conceive design implement optimize

web analytics

web analytics Collect (new) data

Use quantitative analyses in the design phase

Objective data facilitates communication with stakeholders

Benchmark your design

It also helps identify issues before development starts

takeaways

Go and do this for yourselves! takeaways

thank you!

www.userintelligence.com @martijn_vanloon @jnieuwland #stakeholderpersuasion