Transcript
Page 1: The Importance of UX in Association Website Design

UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

UX for AssociationsWhat It Is, How It’s Done, and Why It Matters

With Danielle Gobert Cooley & Hosted by Jason Stone, Engage

Association Best Practice Series

Page 2: The Importance of UX in Association Website Design

UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

Jason Stone

• Internet marketer since 1996

• Washington University, MBA

• Member, ASAE

Email [email protected]

Twitter @StoneSTL

LinkedIn linkedin.com/in/jasonhstone

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VP, Sales & Marketing, Engage

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

Housekeeping

• All attendees are in “listen-only” mode.

• Q&A session at the end of the presentation.

• Use the chat box to ask questions or alert us to any technical difficulties.

• A recording of today’s presentation will be made available.

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How It Works

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

Post Webinar Survey

There will be a 5 question survey at the end of the event. Completing the survey enters you into a drawing for a $25 Visa gift card!

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Your Feedback Is Important to Us!

Page 5: The Importance of UX in Association Website Design

UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

UX for AssociationsWhat It Is, How It’s Done, and Why It Matters

With Danielle Gobert Cooley & Hosted by Jason Stone, Engage

Association Best Practice Series

Page 6: The Importance of UX in Association Website Design

UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

Danielle Gobert Cooley

• BE, Biomedical and Electrical Engineering, Vanderbilt University

• MS, Human Factors in Information Design, Bentley University

• Past Annual Conference Chair, User Experience Professionals Association

Email [email protected]

Twitter @dgcooley

LinkedIn linkedin.com/in/dgcooley

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15 Years as a UX Specialist

Selected Work

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

What is UX?

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

What is UX?

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Google Image Search 2015

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

What is UX?

The effectiveness, efficiency, and satisfaction with which specified users achieve specified goals in particular environments.

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ISO1 9241-11

1International Organization for Standardization (ISO) covering ergonomics of human-computer interaction

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 10

Visual Design

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 11

Visual Design

Interaction Design

Information Architecture

Content Strategy

User Research

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

Building Good Websites

Building a good website is not unlike building a house.

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

User Research

House

• Who’s going to live there?

• Any disabilities?

• How many? How old?

• How long will they stay?

Website

• Who will use the site?

• Any disabilities?

• What incomes, ages, and education levels?

• What are their pain points? End goals?

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Visual Design

Interaction Design

Information Architecture

Content Strategy

User Research

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

Characteristics of Association Web Visitors

Members

• Professionals who want to be part of a group

• Looking to improve their organization and/or themselves

• Legitimacy, status, authority

Consumers

• Seeking referrals, locations, information on services, choices, and education

Association Employees

• Internal needs (benefits, policies, etc.)

Policy Makers

• Seeking information to justify or modify their position

Leadership

• Communication, community, and perception

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Multiple Visitor Types: Members, Consumers, Employees, Policy Makers & Leaders

User Research

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

Content Strategy

House

• What rooms are needed?

• What size furniture must be accommodated?

• How many cars? Bikes? Small kitchen appliances?

Website

• What features and functions are necessary?

• What pages do we need?

• Any photos? Videos? Copy? Product Reviews?

• Who will create this content? Govern it?

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Visual Design

Interaction Design

Information Architecture

Content Strategy

User Research

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

Information Architecture

House

• How will the rooms be arranged?

• What about traffic flow?

• Lighting needs?

Website

• What is the best navigation structure?

• How should individual screens be laid out?

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Visual Design

Interaction Design

Information Architecture

Content Strategy

User Research

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

Planning Ahead

“You can use an eraser on the drafting table or a sledge hammer on the construction site” – Frank Lloyd Wright

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

Case Study: Sargento

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

Interaction Design

House

• Which way should the doors swing?

• Should there be knobs or lever handles?

• Placement and types of switches?

Website

• Which controls should be used for navigation? Selections? Actions?

• Dropdowns vs Checkboxes?

• What about micro interactions?

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Visual Design

Interaction Design

Information Architecture

Content Strategy

User Research

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

Visual Design

House

• What paint colors will be used?

• Flooring choices?

• Cabinet finishes?

• Window treatments?

• Landscaping?

Website

• What color scheme is most appropriate?

• What about the typography?

• Will there be any iconography? What style?

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Visual Design

Interaction Design

Information Architecture

Content Strategy

User Research

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 21

Visual Design

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 22

Visual Design

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

Before & After

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All new in 2016!

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 32

Visual Design

Interaction Design

Information Architecture

Content Strategy

User Research

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 33

Great! Now How Do We Make Sure People Have Good Experiences with Our Site?

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 34

Design Thinking

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

Design Thinking: Empathize

• Ethnographic Research

• Contextual Inquiry

• Field Studies

• Immersion Studies

• Journaling Studies

• Journey Mapping

• Empathy Maps

• Surveys

• Annual Meeting Activities

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Page 37: The Importance of UX in Association Website Design

UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

• Persona Development

• Card Sorting

• Tree Testing

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Design Thinking: Define

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

Design Thinking: Ideate

• Brainstorming

• Mind Mapping

• 6-3-5 Brainwriting

• Design Studio

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Photo via http://bradfrost.com/blog/post/establishing-design-direction/

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

Design Thinking: Prototype

• Sketching

• Paper Prototyping

• Modeling

• Wireframing

• Interactive Prototyping

• Axure

• iRise

• Balsamiq

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

Design Thinking: Test

Usability Testing

• In-lab Moderated

• Field Moderated

• Remote Moderated

• Unmoderated

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Photo via http://www.pixotech.com/pixos-usability-testing-lab/

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

Good UX Increases Your Bottom Line

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1. Increased Revenue

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

1. Increased Revenue

The average business metrics improvement after a usability redesign is 83%.

• Conversion rates

• Traffic numbers

• User Performance

• Target Feature Usage

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Increasing your bottom line

http://www.nngroup.com/articles/usability-roi-declining-but-still-strong/

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http://zd.net/1TqTavQ

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 45

Checkout

http://bit.ly/1TqTwSZ

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 46

http://bit.ly/1TqTwSZ

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 47

2. Decreased Development & Support Costs

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

Case Study: Pfizer

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 49

Case Study: MediConnect

“Our next move was the smartest move we could have made – we asked our customers why they weren’t using it?”

Amy Rees Anderson

“Life is Complicated Enough – Keep Your Software Simple”

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 50

Case Study: MediConnect

“Our next move was the SECOND* smartest move we

could have made – we asked our customers why they weren’t using it?”

Amy Rees Anderson

“Life is Complicated Enough – Keep Your Software Simple”

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 51

3. Increased Employee Efficiency

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

3. Increased Employee Efficiency

• Average membership manager salary in the United States: $66,258

• Average intranet task success rate: 74%

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Photo via: http://www.agentur-loop.com/en/careers/umbraco-net-developer

http://www.nngroup.com/articles/intranet-users-stuck-low-productivity/

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 53

4. Increased Word of Mouth Marketing

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

4. Increased Word of Mouth Marketing

“A thrilled customer is the most potent marketing asset your organization can leverage.” – John Jantsch Founder, Duct Tape Marketing

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 55

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

4. Increased Word of Mouth Marketing

A word of mouth impression drives at least 5x more sales than a paid

impression.

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http://www.womma.org/ReturnOnWOM

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 59

5. Differentiation from the Competitors

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Stat via http://www.walkerinfo.com/Customers2020/

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

“The percentage of companies competing primarily on the basis of customer experience is rising from 36% two years ago to 58% today to a whopping 89% two years from now. The implication is that customer

experience has become a strategic imperative.” – Gartner 2014

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0

20

40

60

80

100

2012 2014 2016

% of companies competing primarily on the basis of customer experience

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6. In the End, Though, It’s Just the Right Thing To Do.

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

A user-centered approach to digital product design and development will:

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

In Summary…

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Page 66: The Importance of UX in Association Website Design

UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

Connecting the Dots…

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If Danielle is your architect, Engage is your builder.

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

About Engage

• All developers and designers are US-based here in St. Louis Missouri

• Analytics, Design, CMS, AMS, CRM, and custom software development

• In the past 3 years, 20+ successful association website launches

• Five clients took home Protech Wow! Awards at the 2016 Fusion Conference

• 2016 ASAE Gold Circle rheumatology.org

Website engagesoftware.com

Twitter twitter.com/engagesoftware

LinkedIn bit.ly/engage-li

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17 Years in Software Development

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

ASAE Gold Circle Award

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Rheumatology.org

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

How Engage Works

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Project Lifecycle

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Q&A

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Question and Answer

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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

Don’t Forget Our Survey!

There will be a 5 question survey at the end of the event. Completing the survey enters you into a drawing for your $25 Visa gift card!

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Your Feedback Is Important to Us!

Page 74: The Importance of UX in Association Website Design

UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

Next Webinar

Growing Millennial Membership

Presenter: Gail Straus

August 18, 2016 2:30 PM EDT

Save the Date!

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Association Best Practice Series

Page 75: The Importance of UX in Association Website Design

UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)

Thank You for Attending!

Danielle Cooley

Email [email protected]

Twitter @dgcooley

Website dgcooley.com

Jason Stone

Phone (314) 884 - 2448

Email [email protected]

Website www.engagesoftware.com

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