convertible web design

Customer focus through UCD

User-Centred Design Workshop

Presenters:Simon NixonJason BuckNikki Rae

SEO Workshop | 4th September 2009 | Copyright Fresh Egg Ltd

The importance of quizzes

Go on then … why did we play that game?

- People do what they think they should do

- People do what they think is right

- People do what they want


The importance of quizzes

- Your people

- Your customers

- Your users...

User-Centred Design (UCD)


WHY BOTHER WITH UCD?What is User-Centred Design?


What is UCD?


What is UCD?

Question:

Why aren’t we all driving around in zero-emission, electric and personal-propulsion powered vehicles first invented in the 80’s and retailing at less than

£400?


What is UCD?


What is UCD?

– It’s about people


Why bother with UCD?

Products vs. people



Technology changes over time


Existing websites can be improved

Checkout

Go

Add to cart Proceed Buy it now

Buy Purchase

ProgressNext


Why bother with UCD

Organisations needs to keep a competitive edge

Celebratory winners(Homo Sapiens)

Disappointed runners up(Homo Neanderthalensis)



Department of Hearty-breakfasts (DOH)


So if we did this properly...


UCD toolkit - research


2

3

4

5 6

7

Testing of current websites


Personas / profiles(analytics + interview)


Journeys (persona + analytics)


Lo-fi testing


Prototyping


Testing


Continuous improvement


Continuous Improvement – Post Launch

Research – improvement?

Review – KPIs/obstacles

Analysis –Measure

Design – Small Changes

Test – What is effectof change

(offline/online)?

Launch – Success Research Analysis Concept Design Test Launch

Pre - Launch


Return & Buy!

Reduce the Bounce Rate

Track Contact forms, emails, Call Tracking

Must speak to Nikki aboutMust speak to Nikki about

Increase revenue 2%

over 6 months

•Visitor Types/Profiles

•Business Goals/Objectives

•Website Goals/Objectives

Increase contact rate by 50%


Take me to your leader…

No Goals?

A Goal is a path - Decision- Direction- Distance- Destination

Where am I?

I’m lost!

Woof!


KPIs & Goal Funnels

• Bottom of Funnel shows conversion rate for the path/Goal

• Do you have a good prospect rate? (no. of visitors who viewed a key page e.g. top of funnel)

• What is the abandonment rate? (analyse from bottom-up)

• KPI achieved?• CI Process to

remove blockages & increase conversions

Start Here

End Here


Post Launch – Measure & Learn

• Visitors vs. Customers• Clear Business Objectives• Site lead/conversion

Goals• Record Benchmarks

• Set Key Performance Indicators

• Measure – Test – Measure – Make More Money!!!!

http://www.pitstopmedia.com/sem/images/free-checkout-buttons.png


Thank you