Download - Designing Outcomes For Usability (PPT)
![Page 1: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/1.jpg)
Designing Outcomes For Usability
The Future of UX & Analytics
Marko Hurst, Director of User ExperienceBlog: MarkoHurst.com Contact: [email protected]
Blog: RosenfeldMedia.com Follow: twitter.com/markohurst
![Page 2: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/2.jpg)
2
Search Analytics ‘the book’
The next step in UX & Business. Bringing quals & quants together.
![Page 3: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/3.jpg)
3
You Can Expect To Lean
1. Experience design framework+ Overview
2. Online business models+ 4 types
3. Tools to help you, clients, & visitors achieve their goals+ Outcomes Worksheet
+ Monetization Model
4. Incorporating qual/quant data+ Testing
+ Scenario Analysis
+ Keywords
+ Surveys
+ Functionalism
![Page 4: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/4.jpg)
4
What Is Meant By Designing Outcomes
Design(ing)– To intend for a definite purpose
Outcome(s)– Final product or end result
And “knowing is 1/2 the battle”
![Page 5: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/5.jpg)
5
They Create…
“An experience Design decision-making framework that utilizes online business models and data feedback loops to consistently achieve desired Outcomes.”
![Page 6: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/6.jpg)
6
They Create…
“An experience Design decision-making framework that utilizes online business models and data feedback loops to consistently achieve desired Outcomes.”
![Page 7: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/7.jpg)
7
They Create…
“An experience Design decision-making framework that utilizes online business models and data feedback loops to consistently achieve desired Outcomes.”
![Page 8: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/8.jpg)
8
They Create… I PROMISE 4 THINGS TONIGHT.
“An experience Design decision-making framework that utilizes online business models and data feedback loops to consistently achieve desired Outcomes.”
![Page 9: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/9.jpg)
9
They Create…
“An experience Design decision-making framework that utilizes online business models and data feedback loops to consistently achieve desired Outcomes.”
![Page 10: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/10.jpg)
10
They Create…
“An experience Design decision-making framework that utilizes online business models and data feedback loops to consistently achieve desired Outcomes.”
Yes, you can quote me.
![Page 11: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/11.jpg)
Decision-Making
Barriers To Entry
http://www.flickr.com/photos/tomspender/2318892668/
![Page 12: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/12.jpg)
12
Working Together In Silos
Business UX AnalyticsUnderstand consumers(visitors, not so much)
Understand visitor motivations (why)
Understand visitor actions (what)
Marketing Data (demographics, psychographics)
Qualitative data(ethnography, user testing)
Quantitative data (clickstream, KPIs)
Business/marketing focused Visitor/user focused(subjective, attitudinal)
Data focused (objective, behavioral)
May or may not understand large &/or small data sets
Not trained to work with large data sets
Prefer 95% statistical difference
Brand architecture, marketing personas, creative brief, etc.
Visitor/user personas, wireframes, comps, development, etc.
Scorecards, KPI reports, web analytics, business intelligence, etc.
Business, marketing, finance Library science, psychology, design, computer science
Statistics, computer science, data mining, CRM
Will the real Slim Shady pleas stand up?
1
2
3
4
5
6
![Page 13: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/13.jpg)
13
Decision Making - Who’s Right? Who’s Wrong?“Our corporate colors are “color 1 & color 2” and are the background color on all our material. This includes the website.” ~Client
“Ohhhh we could so do that in Flash!” ~Creative Director
“We need to drive more traffic.”~Client & Account Mgr
“Why do I need an IA? We’ll just reuse the copy from the package online” ~Client
“The client only cares about the number of Page Views.” ~Account Director
“But our user testing shows that users prefer “Buy Now” over “Add To Cart.” ~Information Architect
“We get to the ‘Product Detail Conversion Rate’ on page 127 of the (weekly) KPI report.” ~Data Analyst
Knowing your online business model up-front will solve these (and any other) issues
![Page 14: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/14.jpg)
14
Outcomes Worksheet
Assumes your online business model is already identified
![Page 15: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/15.jpg)
Framework
A Basic Structure
http://www.bisforbone.com/human_skeleton.jpg
![Page 16: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/16.jpg)
16
This is NOT and We Don’t Need Another…
Process
Methodology
Tools you see today, that you can use tomorrow
![Page 17: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/17.jpg)
17The hair on the back of your neck stands up in anticipation
What We Need
1.Identify TRUE business goals How to move the business “up & to the right”
2. Effective decision-making Align strategy, “the big idea”, etc. through execution Actionable data “One document to rule them all”
3.Unify and leverage multiple data sources Qualitative & quantitative Feedback loops for both roles & deliverables
A simple framework that everyone can use to…
![Page 18: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/18.jpg)
18
Outcomes
Data
DataD
ata
Adapted from Avinash Kaushik’s Trinity Strategy Framework
Data & decisions past from one group to the next
Designing Outcomes Framework
![Page 19: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/19.jpg)
19
Outcomes
Data
DataD
ata
1. Goals ID“Business
Requirements” •Strategy•Tactics•Channel Mix•Budget
Designing Outcomes Framework
Data & decisions past from one group to the next
Adapted from Avinash Kaushik’s Trinity Strategy Framework
![Page 20: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/20.jpg)
20
1. Goals ID“Business
Requirements” •Strategy•Tactics•Channel Mix•Budget
Outcomes
Data
DataD
ata
2. Qualitative“Visitor
Motivations” •Research•UX Brief•Wireframes•Personas
Designing Outcomes Framework
Data & decisions past from one group to the next
Adapted from Avinash Kaushik’s Trinity Strategy Framework
![Page 21: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/21.jpg)
21
1. Goals ID“Business
Requirements” •Strategy•Tactics•Channel Mix•Budget
2. Qualitative“Visitor
Motivations” •User Goals•Ethnography •Wireframes•Personas
3. Quantitative“Intent &
Inferences” •Scenario Analysis•Segmentation•Actions•Search
Outcomes
Data
DataD
ata
Designing Outcomes Framework
Data & decisions past from one group to the next
Adapted from Avinash Kaushik’s Trinity Strategy Framework
![Page 22: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/22.jpg)
http://www.flickr.com/photos/valpopando/2125883501/
Outcomes
Desired Results
![Page 23: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/23.jpg)
23
1.eCommerce• Buy now• Reoccurring
Every decision you make is based on your business model(s)
Online Business Models
NOTE:
Each business model comes “complete” with it’s own inherent KPIs
Most sites fall into at least 2 models
2. Content • Advertising• Subscription
3. Lead Gen• Data Collection• Branding
4. Support/Customer Care
![Page 24: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/24.jpg)
24
Establish Goals
Provide clearly defined AND quantifiable objectives
“Increase customer satisfaction by 7% across US market in the next 12 months via customer support” + Goal / + Quantifiable
“Capture 100K visitor emails via online coupons over 3 months on our “XYZ” microsite for our CRM program” + Goal / + Quantifiable
“Make my bonus”
+ Goal / - Quantifiable
“Clean simple design”- Goal / - Quantifiable
A 3-part process
1. Establish a baseline– Where are we now?
2. Set a goal– Where do we want to be?
3. Optimization– How will we get there?
![Page 25: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/25.jpg)
Lead Gen: Trial - Applied
Measure, Monitor, & Optimize
![Page 26: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/26.jpg)
26
thinking of your “website” as just a ‘brand website’!
You are simply losing opportunities, visitors, and customers to your competition.
Attention “Brands”
If your goals include…– Awareness, consideration, preference, purchase,
repurchase/retention, etc. If you (want to) collect, provide, perform…
– PII (email, names, age, etc)– Samples– Coupons– CRM
![Page 27: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/27.jpg)
27
Lead Generation: Trial Example
Step 2
Step 3Step 1
Step 4 (G1)
How successful were you? How much better could it be?
![Page 28: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/28.jpg)
28
Lead Generation KPIs
1.Overall conversion 2.Conversion by campaigns3.Drivers to registration process4.Step-by-step conversion analysis via the
registration process5.Analysis of registration process dropouts6.Conversion of leads to actual customers
How do you know if you are successful?
![Page 29: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/29.jpg)
29Reporting vs. Analysis. Test Scenario Analysis against User
Testing. Tie back to wireframes, personas, & segments.
Lead Generation: Trial - Scenario Analysis Example
![Page 30: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/30.jpg)
30You are NOT smarter than optimization technologies
Lead Generation: Trial - Multivariate Testing
Why Test?
![Page 31: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/31.jpg)
31
Lead Generation: Trial - Monetization Model
The proof is in the pudding
![Page 32: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/32.jpg)
Surveys
Tying Motivation To Clickstream
![Page 33: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/33.jpg)
33
Simple Surveys 3 Simple Questions1. What is the purpose of your visit to our website today?
2. Were you able to complete your task today?
3. If you were not able to complete your task today, why not?
http://4q.iperceptions.com
1) With enough qualitative data it becomes quantifiable. 2) Tie clickstream data to segmentation, personas, business
decisions.
4 Great Insights1. Who is coming to your website?2. Why are they there?3. How are you doing?4. What do you need to fix?
![Page 34: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/34.jpg)
Keywords
Visitor Confessions
![Page 35: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/35.jpg)
35
Much More Than SEO
https://adwords.google.com/select/KeywordToolExternal
Use to improve copy/content, usability, search, personas, etc.
Don’t forget to optimize!
![Page 36: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/36.jpg)
Functionalism
Form Always Follows Function
http://www.flickr.com/photos/jburgin/2981528844/
![Page 37: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/37.jpg)
37
How Do You Measure A Macro & Micro Actions?
Ask yourself…
1.What is the function(s) of the site? Derived from your business model(s) & goals ID
2.What is the function of each page/screen? Rigorous classification of the pages/screens on the entire site
3.What is the function of every component on the page/screen?– Navigation, copy, button, images, etc.
Functionalism
![Page 38: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/38.jpg)
38
Most Common Functional Types
Billboards
Closers
Completers
Converters
Convincers
Engagers
Explainers
Informers
Reassures
Routers
Sponsors
Tools
12 most common
![Page 39: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/39.jpg)
39
Functionalism Example: Tide
Step 2 - Explainer
Step 3 - ConverterStep 1 - Engager/Router
Step 4 (G1) - Completer
![Page 40: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/40.jpg)
40
Functionalism Example: Converter
Functional Description: Pages that are part of whatever is necessary to gather information/agreements and get a finished lead/sale/transaction.
Sample Type: Shopping Cart, Fill-in forms, etc Functional KPI’s:
– Step-Drop off– Exit Rate– Affiliated Content Exit Rate– Re-Assurer Exit Rate– Avg. Step Time– In-field drop off– Cross-Session Step-Drop Rate
www.semphonic.com/resources/wpaper_005.pdf
Business, UX, & Analytics design & measure against the same metrics
www.target.com
Step 3 - Converter
![Page 41: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/41.jpg)
All Together Now
Recap
![Page 42: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/42.jpg)
42
How It All Ties Together
When success metrics are known & established before you start…– Predetermined KPIs & quantified goals
– Business model– Outcomes worksheet– Functionalism
When all decisions adhere to that criteria…– Does each decision HELP or HARM our business model?– Does everything map to and align across the board?
Your project success rate increases and your spend decreases dramatically!
Ahhhh… warm & fuzzy
![Page 43: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/43.jpg)
Put it all together,you get…
![Page 44: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/44.jpg)
Thank You Marko Hurst
Director of User ExperienceBlog: MarkoHurst.com Contact: [email protected]: RosenfeldMedia.com Follow: twitter.com/markohurst
Peace Out!
Designing Outcomes
![Page 45: Designing Outcomes For Usability (PPT)](https://reader031.vdocument.in/reader031/viewer/2022030319/58521d191a28abfa398d2247/html5/thumbnails/45.jpg)
45
Resources & URLs
Me:– MarkoHurst.com, Insightful Analytics– RosenfeldMedia.com, Search Analytics book blog– twitter.com/markohurst– [email protected]
Keywords: https://adwords.google.com/select/KeywordToolExternal
Functionalism: http://www.semphonic.com/CSFunctional.aspx