stepping back to see clearly - building a solid ux strategy
DESCRIPTION
Internet Summit 2013 Raleigh, NC November 17, 2013 Pre Con UX Workshop Stepping Back to See Clearly - Building a Solid UX Strategy There’s more to UX than usability best practices or a shiny interface. How do we go deeper and create a strategic foundation for solving business problems through design? This session will focus on identifying, clarifying, and communicating problems using design thinking. *shout outs to Jeff Gothelf for the Lean UX stuff, and Joe Baz and Above the Fold for the Problem Statement format.TRANSCRIPT
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Stepping Back to See Clearly – Building a Solid UX Strategy
Scott McCall, Product/UX DesignerNovember 13, 2013
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UX = Problem Solving
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Solve the right problems
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Think
BuildMeasure
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Think
BuildMeasure
ResearchCompetitive analysisMental modelsTest results
PrototypesWireframes
CodeSketches
Hypotheses
TestingAnalyticsSign-upsSurveys
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Think
BuildMeasure
Identify the Problem
Clarify the Context
Communicate the Strategy
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Think
BuildMeasure
Identify the Problem
Clarify the Context
Communicate the Strategy
Create a framework for thinking
Start here
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Identify the problem
Clarify the context
Communicate your strategy
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• “Where pharma buyers meet pharma suppliers”
• Supports massive events worldwide.
• Not an e-commerce site, but a 2 way matchmaker.
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CPhI Online – Original, original site
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CPhI Online – Original home page
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CPhI Online – Original product search
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CPhI Online – Original product detail page
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Step 1: Identify the Problem
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Step 1: Identify the problem – gather your data
InterviewsSurveysSupport ticketsFeature requestsForums
What are people saying?
Web analyticsUser testing
What are people doing?
Marketing goals / strategyKPI’s
What does the business require?
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Step 1: Identify the problem.
InterviewsSurveysSupport ticketsFeature requestsForums
What are people saying?
Web analyticsUser testing
What are people doing?
Marketing goals / strategyKPI’s
What does the business require?
What we started with:
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CREATE PROBLEM STATEMENTS
According to __(data)__,__(target user)__ [verb] __(problem)__.
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CREATE PROBLEM STATEMENTS
According to __(data)__,__(target user)__ [verb] __(problem)__.
According to our user testing,60% of “buyers” mistook the login box for the
registration form.
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We took a massive, diffuse directory and aggressively focused it on the key actions.
Bucket 1
Product and supplier search and filtering, list, and display.
Bucket 2
Inquiry and contact flows.
Bucket 3
Registration form and process.
We grouped the problems into “focus buckets”
Improve the following:
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Step 2: Clarify the Context
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Data-based Personas - Who are we building this for?
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User Journey - What is the role of this in context?
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Competitive Analysis – How are others trying to solve this?
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Step 3: Communicate Your Strategy
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User Journey - Break it down, make it clear
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Apply your framework to the competition for insights
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Next Steps: Solve, Validate, and Refine.
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So, how did it play out?
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CPhI Online – Home page clickable prototype
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CPhI Online – Product search clickable prototype
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Our strategy, illustrated
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New home page
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Outcomes - So how did these bets pan out?
KPI February 2013 August 2013
Monthly engagement activities
38 300
Monthly visits 6k 12k
Key account adoption rate 19% 69%
Actual promoter score 55% (25% - 2013 end goal)
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Identify the problem
Clarify the context
Communicate your strategy
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Thanks!
Scott McCall, Product/UX Designer@scottmccall
linkedin.com/in/scottmccalluserexperience