designing outcomes for usability nycupa hurst final
DESCRIPTION
MarkoHurst.com :: My topic of discussion at the Feb 17 2009 NYC UPA.Even as the pace of society, business, and the Internet continue to increase, many budgets and time lines continue to decrease. To compound this issue, there is a serious disconnect between business goals, user goals, and what visitors actually do on your site. UX practitioners need a simple and efficient way to reconcile these diverse needs while taking action on their data. Join us to learn about a new method for incorporating quantitative data such as web analytics and business intelligence into your qualitative user experience deliverables: personas, wireframes, and more. This presentation will include discussions of online business models, feedback loops for ensuring cross-discipline collaboration, and ongoing revisions.TRANSCRIPT
Designing Outcomes For Usability
The Future of UX & Analytics
Marko Hurst, Director of User Experience
Blog: MarkoHurst.com Contact: [email protected]
Blog: RosenfeldMedia.com Follow: twitter.com/markohurst
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Search Analytics ‘the book’
The next step in UX & Business. Bringing quals & quants together.
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You Can Expect To Lean
1. Experience design framework
+ Overview
2. Online business models
+ 4 types
3. Tools to help you, clients, & visitors achieve their goals
+ Outcomes Worksheet
+ Monetization Model
4. Incorporating qual/quant data
1. Testing
2. Scenario Analysis
3. Keywords
4. Surveys
5. Functionalism
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What Is Meant By Designing Outcomes
Design(ing)– To intend for a definite purpose
Outcome(s)– Final product or end result
And “knowing is 1/2 the battle”
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They Create…
“An experience Design decision-making framework that utilizes online business models and data feedback loops to consistently achieve desired Outcomes.”
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They Create…
“An experience Design decision-making framework that utilizes online business models and data feedback loops to consistently achieve desired Outcomes.”
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They Create…
“An experience Design decision-making framework that utilizes online business models and data feedback loops to consistently achieve desired Outcomes.”
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They Create… I PROMISE 4 THINGS TONIGHT.
“An experience Design decision-making framework that utilizes online business models and data feedback loops to consistently achieve desired Outcomes.”
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They Create…
“An experience Design decision-making framework that utilizes online business models and data feedback loops to consistently achieve desired Outcomes.”
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They Create…
“An experience Design decision-making framework that utilizes online business models and data feedback loops to consistently achieve desired Outcomes.”
Yes, you can quote me.
Decision-Making
Barriers To Entry
http://www.flickr.com/photos/tomspender/2318892668/
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Working Together In Silos
Business UX Analytics
Understand consumers(visitors, not so much)
Understand visitor motivations (why)
Understand visitor actions (what)
Marketing Data (demographics, psychographics)
Qualitative data(ethnography, user testing)
Quantitative data (clickstream, KPIs)
Business/marketing focused Visitor/user focused(subjective, attitudinal)
Data focused (objective, behavioral)
May or may not understand large &/or small data sets
Not trained to work with large data sets
Prefer 95% statistical difference
Brand architecture, marketing personas, creative brief, etc.
Visitor/user personas, wireframes, comps, development, etc.
Scorecards, KPI reports, web analytics, business intelligence, etc.
Business, marketing, finance Library science, psychology, design, computer science
Statistics, computer science, data mining, CRM
Will the real Slim Shady pleas stand up?
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Decision Making - Who’s Right? Who’s Wrong?
“Our corporate colors are “color 1 & color 2” and are the background color on all our material. This includes the website.” ~Client
“Ohhhh we could so do that in Flash!” ~Creative Director
“We need to drive more traffic.”~Client & Account Mgr
“Why do I need an IA? We’ll just reuse the copy from the package online” ~Client
“The client only cares about the number of Page Views.” ~Account Director
“But our user testing shows that users prefer “Buy Now” over “Add To Cart.” ~Information Architect
“We get to the ‘Product Detail Conversion Rate’ on page 127 of the (weekly) KPI report.” ~Data Analyst
Knowing your online business model up-front will solve these (and any other) issues
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Outcomes Worksheet
Assumes your online business model is already identified
Framework
A Basic Structure
http://www.bisforbone.com/human_skeleton.jpg
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This is NOT and We Don’t Need Another…
Process
Methodology
Tools you see today, that you can use tomorrow
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The hair on the back of your neck stands up in anticipation
What We Need
1.Identify TRUE business goals
How to move the business “up & to the right”
2. Effective decision-making
Align strategy, “the big idea”, etc. through execution
Actionable data
“One document to rule them all”
3.Unify and leverage multiple data sources
Qualitative & quantitative
Feedback loops for both roles & deliverables
A simple framework that everyone can use to…
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Outcomes
Data
Data
Dat
a
Adapted from Avinash Kaushik’s Trinity Strategy Framework
Data & decisions past from one group to the next
Designing Outcomes Framework
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Outcomes
Data
Data
Dat
a
1. Goals ID“Business
Requirements” • Strategy• Tactics• Channel Mix• Budget
Designing Outcomes Framework
Data & decisions past from one group to the next
Adapted from Avinash Kaushik’s Trinity Strategy Framework
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1. Goals ID“Business
Requirements” • Strategy• Tactics• Channel Mix• Budget
Outcomes
Data
Data
Dat
a
2. Qualitative“Visitor
Motivations” • Research• UX Brief• Wireframes• Personas
Designing Outcomes Framework
Data & decisions past from one group to the next
Adapted from Avinash Kaushik’s Trinity Strategy Framework
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1. Goals ID“Business
Requirements” • Strategy• Tactics• Channel Mix• Budget
2. Qualitative“Visitor
Motivations” • User Goals• Ethnography • Wireframes• Personas
3. Quantitative“Intent &
Inferences” • Scenario Analysis• Segmentation• Actions• Search
Outcomes
Data
Data
Dat
a
Designing Outcomes Framework
Data & decisions past from one group to the next
Adapted from Avinash Kaushik’s Trinity Strategy Framework
http://www.flickr.com/photos/valpopando/2125883501/
Outcomes
Desired Results
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1.eCommerce• Buy now
• Reoccurring
Every decision you make is based on your business model(s)
Online Business Models
NOTE:
Each business model comes “complete” with it’s own inherent KPIs
Most sites fall into at least 2 models
2.Content • Advertising
• Subscription
3.Lead Gen• Data Collection
• Branding
4.Support/Customer Care
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Establish Goals
Provide clearly defined AND quantifiable objectives
“Increase customer satisfaction by 7% across US market in the next 12 months via customer support” + Goal / + Quantifiable
“Capture 100K visitor emails via online coupons over 3 months on our “XYZ” microsite for our CRM program” + Goal / + Quantifiable
“Make my bonus”
+ Goal / - Quantifiable
“Clean simple design”- Goal / - Quantifiable
A 3-part process
1. Establish a baseline
– Where are we now?
2. Set a goal
– Where do we want to be?
3. Optimization
– How will we get there?
Lead Gen: Trial - Applied
Measure, Monitor, & Optimize
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thinking of your “website” as just a ‘brand website’!
You are simply losing opportunities, visitors, and customers to your competition.
Attention “Brands”
If your goals include…– Awareness, consideration, preference, purchase,
repurchase/retention, etc.
If you (want to) collect, provide, perform…– PII (email, names, age, etc)
– Samples
– Coupons
– CRM
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Lead Generation: Trial Example
Step 2
Step 3Step 1
Step 4 (G1)
How successful were you? How much better could it be?
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Lead Generation KPIs
1.Overall conversion
2.Conversion by campaigns
3.Drivers to registration process
4.Step-by-step conversion analysis via the registration process
5.Analysis of registration process dropouts
6.Conversion of leads to actual customers
How do you know if you are successful?
29Reporting vs. Analysis. Test Scenario Analysis against User
Testing. Tie back to wireframes, personas, & segments.
Lead Generation: Trial - Scenario Analysis Example
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You are NOT smarter than optimization technologies
Lead Generation: Trial - Multivariate Testing
Why Test?
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Lead Generation: Trial - Monetization Model
The proof is in the pudding
Surveys
Tying Motivation To Clickstream
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Simple Surveys
3 Simple Questions
1. What is the purpose of your visit to our website today?
2. Were you able to complete your task today?
3. If you were not able to complete your task today, why not?
http://4q.iperceptions.com
1) With enough qualitative data it becomes quantifiable. 2) Tie clickstream data to segmentation, personas, business
decisions.
4 Great Insights1. Who is coming to your website?
2. Why are they there?
3. How are you doing?
4. What do you need to fix?
Keywords
Visitor Confessions
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Much More Than SEO
https://adwords.google.com/select/KeywordToolExternal
Use to improve copy/content, usability, search, personas, etc.
Don’t forget to optimize!
Functionalism
Form Always Follows Function
http://www.flickr.com/photos/jburgin/2981528844/
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How Do You Measure A Macro & Micro Actions?
Ask yourself…
1.What is the function(s) of the site?
Derived from your business model(s) & goals ID
2.What is the function of each page/screen?
Rigorous classification of the pages/screens on the entire site
3.What is the function of every component on the page/screen?
– Navigation, copy, button, images, etc.
Functionalism
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Most Common Functional Types
Billboards
Closers
Completers
Converters
Convincers
Engagers
Explainers
Informers
Reassures
Routers
Sponsors
Tools
12 most common
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Functionalism Example: Tide
Step 2 - Explainer
Step 3 - ConverterStep 1 - Engager/Router
Step 4 (G1) - Completer
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Functionalism Example: Converter
Functional Description: Pages that are part of whatever is necessary to gather information/agreements and get a finished lead/sale/transaction.
Sample Type: Shopping Cart, Fill-in forms, etc
Functional KPI’s: – Step-Drop off
– Exit Rate
– Affiliated Content Exit Rate
– Re-Assurer Exit Rate
– Avg. Step Time
– In-field drop off
– Cross-Session Step-Drop Rate
www.semphonic.com/resources/wpaper_005.pdf
Business, UX, & Analytics design & measure against the same metrics
www.target.com
Step 3 - Converter
All Together Now
Recap
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How It All Ties Together
When success metrics are known & established before you start…– Predetermined KPIs & quantified goals
– Business model
– Outcomes worksheet
– Functionalism
When all decisions adhere to that criteria…– Does each decision HELP or HARM our business model?
– Does everything map to and align across the board?
Your project success rate increases and your spend decreases dramatically!
Ahhhh… warm & fuzzy
Put it all together,you get…
Thank You
Marko Hurst
Director of User Experience
Blog: MarkoHurst.com Contact: [email protected]
Blog: RosenfeldMedia.com Follow: twitter.com/markohurst
Peace Out!
Designing Outcomes
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Resources & URLs
Me:– MarkoHurst.com, Insightful Analytics
– RosenfeldMedia.com, Search Analytics book blog
– twitter.com/markohurst
Keywords: https://adwords.google.com/select/KeywordToolExternal
Functionalism: http://www.semphonic.com/CSFunctional.aspx