7 user experience principles for online self service
DESCRIPTION
Presented at the 2012 Healthcare Experience Design conference in Boston. Walgreens has been in the business of selling medications for over 100 years. Along the way, many service-oriented innovations have emerged—including some that we now take for granted, such as the drive-through pharmacy window. Fast forward to today, where online tools empower our customers to help themselves at an unprecedented level. Functionality like mobile refill-by-scan and Web access to medical records bring home interactions that used to require a trip to the pharmacy and/or doctor’s office. As our User Experience team conceptualizes and designs these tools, our job is to make them at the same time powerful and simple to use. In order to succeed, our solutions need to be better than the existing off-line model. This presentation focuses on seven core fundamentals that we live by when designing interactive experiences. They address issues like: Balancing the user’s primary task completion with up-sell Communicating transparently with customers—even when it’s bad news The critical importance of words—in labeling, instructive text, and marketing How brick-and-mortar and online experiences impact each other and a lot more! The presentation is richly illustrated with visual UX design examples, as well as data from real customers—their own words, behaviors, and outcomes. We’ll talk about how we monitor and measure the customer experience—through customer satisfaction tools, clickstream analysis, and user research—and how that insight translates to design.TRANSCRIPT
User Experience Principlesfor Online Self Service7John Yesko
Director of User Experience
@jyesko
Our customers inspire us
Why we do it
I have complained about this for a long time now. 1. Quit screwing with the website. Every time I log on, I have to look someplace
else to locate how to refill my prescriptions. Once there, I have to hunt through ANOTHER new screen to order my scripts. Your website is a pain in the ass to use. You have no idea how frustrating your site is.
2. Find a solution to changing all this stuff on your site. It is not rocket science. If I am going to order my scripts, I want it simple and easy.
3. I don't have time to do all this. However, if I don't take the time to type my frustration out to you, then surely NOTHING will get done.
4. I HATE using your website. It takes so much energy to order prescriptions, that sometimes I just call the pharmacy instead of taking time to order them online.
5. Have I said your website is a real pain in the ass to use? 6. My web designer for my 4 businesses uses your website to understand what
I want our websites to look NOTHING like. Love, [Name].
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To succeed, the online experience has to be better than the alternative
How is it better?
Online > alternative
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I truly appreciated that it took less than 3 minutes to order the prescription, faster than ordering by phone!
A few clicks and I am done. Fast and easy! Ordering via telephone is much more time consuming and I have to juggle Rx bottles to enter the correct Rx numbers.
Because you keep a history of my orders and it is just danged easy. And I like the staff in the pharmacy.
Walgreen reminded me that prescription was due for refill.
Because I am disabled and can't drive and shipping them to my home is a hole lot easier for me plus I like the free shipping. That sure helps.
Convenience, love 24-hour service for ordering, also pickup at my store is 24 hours.
I only went online to order a product that I know you sell, but it is seldom available in the store. This is an item for my Mother-in-law and she needs it about every 2 months. I will keep buying it through your website as it is very convenient.
I don't like waiting in lines at the store. The people are not my people.
Prescription refills
Online > alternative
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Call Pick up in store
Refill online
Online > alternative
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Pick up in store
Email reminder (sometimes)
Refill by text reply
Online > alternative
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Opt-in Reminder
Ready
Refill by email reply
Online > alternative
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No login
Never leave the email program (eliminates “I’ll do this later”)
Online > alternative
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Video removed. See it at:http://www.youtube.com/watch?v=POc2MQYHYjc
Refill by scan
Online > alternative
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Refill by scan
Online > alternative
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Web Pickup
Great idea, but how is it better?
Online > alternative
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Web Pickup
Online > alternative
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Video removed. See it at:http://www.youtube.com/watch?v=4UnDAIYTawE
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Is it better than the current model?
Online > alternative
Usable and useful aren’t the same thing
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Trouble at any point in a multi-channel experience reflects poorly on the online portion
Customer satisfaction
Multi-channel trouble
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The customer may not know or care which link of the chain broke
Multi-channel trouble
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…always hoping "this" time it will be effortless. The pharmacy rarely, NEVER, has the prescription on time as stated. The last four or five months we have had nothing but difficulty getting one of our prescriptions....of course it is insurance fault???? Not buying that excuse since the pharmacy has a bad track record with us. Very much considering switching to Safeway pharmacy. So, to be specific... you should know that the pharmacy is not on the "same page" when it comes to getting the orders done as promised.
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Task completion is the top priority
Top tasks
Task completion
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~70% of Clicks
Rx refill purchase funnel
Task completion
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Reminder
Direct
visit
Cart CheckoutOrder
confirmationPrescription
refill(s)
No-distraction zone
In-context upsell OK
In-context cross-sell OK
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In-context up-sell
Rx refill purchase funnel
Task completion
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Reminder
Direct
visit
Cart CheckoutOrder
confirmationPrescription
refill(s)
No-distraction zone
In-context upsell OK
In-context cross-sell OK
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In-context cross-sell
Top tasks
Task completion
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A book
“I gave it to my boss. He read it–because it’s short–and finally ‘got’ what I’ve been trying to tell him for years about usability. Then he bought copies for our whole team.”
Task completion
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Communicate proactively with customers—even bad news
Something went wrong
Communicate proactively
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Something went wrong
Communicate proactively
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Something went wrong
Communicate proactively
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Another book
• Improved error messages• Understandable instructions• Politeness online (not blaming)• Better forms • Customized "Page Not Found" errors• Easy-to-use help content• Human fallback plan• Answer emails quickly• …and much more
Communicate proactively
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Free shipping?
Communicate proactively
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Words are very important
Ambiguity
Words
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Transfer where?
Words
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Product taxonomy
Words
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Before
After
Subtle messaging
Words
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Context is important too
Words
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What did I do wrong?
Words
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What did I do wrong?
Words
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Copy guidelines—incomplete list
• Clarity trumps cuteness
• Refer to things consistently throughout the site—and across channels
• Use the customer’s language, not ours
• “Click here” is banned
Words
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Data is our friend
Two big buckets of data collection
Data
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Observe and measure the customer experience
• Clickstream measurement• Business intelligence• Customer experience monitoring• Consumer research• Customer satisfaction measurement
Proactively solicit customer feedback
• Usability testing• Contextual inquiry• Participatory design• Online surveys
Tools for observation and measurement
Data
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Customer Experience Monitoring
Customer Satisfaction Measurement
Business Intelligence
Clickstream Measurement
Consumer Research
What customers do
What customers say
User research
Data
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ResponsibilitiesMethods Outputs
• Usability testing (Web, mobile, kiosk)
• Directional concept testing
• In-context and ethnographic methods
• Surveys
• Focus groups, diads, and triads
• Card sorting
• Advocacy for the end-user
• Knowledge management and distribution of insights
• Collaborative research with Customer Intelligence and Market Research
• Facilitating engagement between end-users and business partners
• Customer pain points and unmet needs
• Customer context, attitudes, and drivers
• Quotes, anecdotes and video clips
• Implications and recommendations for design and experience improvement
Qualitative research tactics meant to understand and advocate for our online customers.
In-house usability lab
Data
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Concept validation
“3D” card sorting
Usability testing
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There usually is not a single right answer
Finding the balance
No single right answer
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User Needs
BusinessGoals
TechnicalConstraints
“As consumers we are incredibly discerning. We sense where there has been great care in the design, and when there is cynicism and greed.”
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Jonathan Ive
SVP Industrial Design
Apple
Thank you!
John Yesko
www.yesko.com
Twitter: @jyesko
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