first impressions matter: leanux design of landing page #2
DESCRIPTION
My talk from Lean Startup Machine Tokyo 2013 held Dec. 13th - 15th.TRANSCRIPT
First Impressions Matter: LeanUX Design of Landing Page ‘13
@mariosakata
Lean Startup Machine Tokyo | Dec 13th-15th 2013
(Courtesy of Jefrey Bulla)
User Experience & User Experience Design
What’s the point?
UX Design is NOT new
What’s the point?
UX Design is NOT time consuming
What’s the point?
UX Design IS added value
What’s the point?
KNOW the User ⌃
UNDERSTAND
What’s the point?
Think in their WORKFLOW
What’s the point?
Speak in their LANGUAGE
Why?
• There is an intended behavior we want to
create.
• We have no direct control over user behavior.
• Design gives us means to control the
contextual environment and evaluate the
resulting effect.
Why?
“Customers don’t care about your solution. They care about their problems.”
- @davemcclure
First Touchpoint Experience
Customers are increasingly using the web as first touchpoint. *Winning the Zero Moment of Truth (ZMOT)
First impressions are 94% design related; positive first impressions lead to higher satisfaction. *Persuasive Design of Des:na:on Web Sites: An Analysis of First Impression
*Users love simple and familiar designs – Why website need to make great first impression
“Powers of 10”
0.1sec: Form first impression about a website.
1sec: Stay focused on their current train of thought.
10sec: Often leave the website.
1min: Able to complete simple task.
10min: Long visit to a website.
*Powers of 10: Time Scales in User Experience
(Cont’d)
Starting Point of Journey
*User Experience Journey Map
Create & Encourage Emotional Connection
Build ‘Memorable’ Website
What’s ‘Memorable’?
Create & Encourage Emotional Connection
*Plutchik’s Emo:on Wheel
Create & Encourage Emotional Connection
Attractive
Create & Encourage Emotional Connection
Useful
Create & Encourage Emotional Connection
Empathy
‘Emotional’ Landing Page
Tinke
Knock
Path
Simplified Layout
Headline
• Key Benefit • Key Benefit • Key Benefit
Social Proof
Large Graphic
Call-to-Action
éé êê
ççèè
Headline
First thing read for customers to search for specific solution to their problem.
*Airbnb
Big Picture Hypothesis = Solution Hypothesis = Value Proposition
Key Benefits
How does your product or service benefit the customer?
Large Graphic
Image high-lighting product and conveys happy customer experience.
*Square
Social Proof
Social networks to establish credibility and trust by building multi-touchpoints.
Call-to-Action
Solicit one clear action that tests your riskiest assumptions.
*Flickr
Total number and ratio of early adaptors, interests, etc.
Questions to be answered
Stimulus Awareness Relevance Confidence Satisfaction
Who is this for?
How long will this take?
What should I do next?
Where should I go next?
How should I do it? *ARCS Model
Lean Startup + User Experience
LeanUX
* LiU of Pi
LeanUX book is coming out in Japanese next month!
LeanUX
LeanUX Thinking
Collaborative, Transparent, and Demystify.
LeanUX Thinking
Documents don’t solve customer solutions.
LeanUX Thinking
Build the right ‘it’ before build ‘it’ right.
Make An Assumption of Your Customers
Name and Picture
What does the persona look like? What’s the persona’s name?
Characteristics
What are the persona’s relevant characteristics?
Need and Pain
Why the persona want to use the product ?
*Persona Sets
Make An Assumption of Your Customers
Test Your Ideas
*Lean ways to test your new business idea
Test Your Ideas
How’s his/her journey?
*User Experience Journey Map
Don’t blow it
• The headline is everything and will probably
have the biggest impact on conversions—A/B
Split Test the Headline.
• Don’t speak about your product or function,
speak about your vision.
• Don’t be lazy about the page design.
Polish = Credibility.
• People don’t read. Keep copy clear & concise.
Memorable Landing Page
Attractive Useful Empathy
Makes you feel… Helps you do… Says about your…
CPS Evaluation
No Data Make an
assumption�With Data�
Identify pattern
Hypothesis
User Research Planning� Execute�
Evaluation�
Success!�
Planning�
KPI Setting� Points of Improvement�
Pivot or Die�
Change Target User�
Change Hypothesis�
Solution
Customer
Problem
First Impressions Matter: LeanUX Design of Landing Page
@mariosakata