first use: driving innovation and profitability via ux

joe natoli | givegoodux.com

first usedriving product innovation + profitability via UX

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site as product: why first use is critical


3what is first use?

If a web site is the channel by which the product or service is delivered, the most important experience is the initial one.

givegoodux.com

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usabilityvs.

functionpoor usability good

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5defining success for business

business goals!

Increase revenue

Gain efficiencies

Decrease risk

success metrics

Revenue amount over time

Increase in online transactions; decrease in cost

Decrease in transaction or reporting errors


6defining success for users

user goals!

Work smarter

Impress boss

Save time

Enhance life

success metrics

Number of successful tasks

Increase profile among team

More tasks completed per day

Accelerate career goals

givegoodux.com

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first use cases

should always

➡ rapidly establish the brand proposition in the user’s mind

➡ lead user toward continuing the experience (and furthuring the relationship)

➡ Introduce products & services at the most relevant, most appropriate points in the experience (relationship)

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so every click

should

➡ Add immediate value

➡ Add positively to the cumulative experience over time


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common mistakes: first-use failure


10the big three

➡ Architecture, workflows and input styles that reflect the organization’s goals and needs – instead of the users’

➡ Unclearly labeled choices that make users guess where links will take them

➡ No easy means to initiate transactions

Information architecture is irrelevant to users

Navigation prevents progress

Presentation doesn’t mirror task flow

givegoodux.com

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can the happy talk

givegoodux.com

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provide appropriate prompts


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designing for first use


14navigate the critical path

➡ Navigation provides access to key tasks, critical path transactions that drive revenue

➡ QuickJump menu to answer common “How Do I” questions, or a structured query to quickly help users establish a point of view and a relationship with the site

➡ IA facilitates progress, addresses both user and business goals

givegoodux.com

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personalize the process

➡ Initial experiences are personalized

➡ Based on user knowledge

➡ Cookies,personalized information and/or recommendations


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red flags: identifying first-use issues


17the danger signs

➡ User logs show users arriving at the home screen and leaving without clicking anywhere else

➡ Users search immediately – and use obvious terms like “products” or “services”

➡ Users visit home page, then call and complain

➡ Users complain about not being able to find their way around from the home screen

givegoodux.com

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ask yourself

➡ Do users arrive and not know how to proceed?

➡ Do users arrive, only navigate to a shallow level and then leave?

➡ Does a user’s first visit to the site help to segment himself along the proper path(s) of the site/portal?

givegoodux.com

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ask yourself

➡ Do users feel compelled to re-engage with the site after the first visit?

➡ Do users understand the value proposition of the site?

➡ Are products and services introduced appropriately?


first usedriving product innovation + profitability via UX

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first use: driving innovation and profitability via ux

Design