karen reilly cro masterclass

Title Text

Creating a Joyful Customer Journey with your Business Goals in Mind

Karen Reilly, Director of User Experience !

[email protected] !

@iterate

1

mailto:[email protected]

[email protected] | www.iterate.ie | 01 524 1346

Who is this person?

2

• BSc Psychology applied to IT

!

• MSc Cyberpsychology

!

• Director of User Experience at iterate.

!

Passionate about UX, design, usability.


http://www.iterate.ie


Talk Overview

3

• What is UX?

• What is CRO?

• User experience as an organisational goal

• Aligning organisational and user goals

• Designing user journeys

• Optimising your customer funnel




Here we go…

4

Adaptive Path run a 4 day workshop on UX.

!

It takes 1-2 years to get a Masters in a UX related field.

!

100s of 1-5 day conferences on UX.

You have me for 20 minutes.



1. UX, Actually

5


What Actually is UX?

6

The totality of a visitors’ experience with a company or brand

It’s subjective and it’s dynamic.




The Icing on the Cake?

7

“Any company that has not yet realised making the customer successful is the key to profit and survival is either delusional or

on its way out of business”

Greg Nudelman, UX Matters

!

“Every dollar invested in UX yields a return between $2 and $100”

Charlie Claxton, UpTop




Conversion Rate Optimisation… What is CRO?

8

Making improvements to your website based on analysis and user research

• Identify your website’s unique objectives and needs (KPIs)

• More visitors

• More purchases

• Fix the issues

• Engage with the traffic you already have

CRO is a product of well defined UX strategy



Step 1: UX as an Organisational Principle

9


In the beginning… it takes money, time and effort

Start small • Move towards customer centric

• Encourage empathy for your users

• Get everyone involved - collaborate

• Create low fi personas

• Sketch low fi ideas

• Share UX ownership

Where do you Start?

10

“90% of the work of being a UX designer is evangelism” David Malouf




Try it… the Results will Speak for Themselves

11

• Increased internal communication

• Increased idea generation

• Increased empathy

• Increased investment and buy-in

• Boost in team efficiency and trust

• Save time

• Long-term monetary savings



Step 2: Understanding and Aligning Goals

12


User Goals versus AND Organisational Goals

13

“Wow, basing the design and structure of this website on your own assumptions and monetary goals has made such a unique

and engaging experience.”Said no user ever.




Organisational Goals as Product Features

14

Organisational goals • Profitability

• Recognition

• Exceptional customer service

• Team efficiency

• Enhanced user performance

• Satisfied customers

Potential features

Advanced shopping cart

Thought leadership

Live chat / help

Better deployment process

More payment options

Intuitive design




The User is Always Right

15

User goals • Get shopping delivered once per

week

• Repeat purchase

• Find / request other products

• Pay with cash on arrival

• Faster process

Identify your users and really get to know them.

If it ain’t broke, don’t fix it.



Well… the User is Usually Right

16

“Throw in a kitten too… everyone loves kittens.” theoatmeal.com

http://theoatmeal.com


How to Align Goals

17

Don’t make assumptions - ask your users

Clearly define the value of your organisational goals to users

What does exceptional customer service mean? How can it be achieved?

!

Some tools / strategies: • KANO model

• Linking Elephants

• MoSCoW

• Experience principles

• Experience maps - User Journeys



Step 3: Design Your User Journeys and Flows

18


User Journeys

19

A user journey is the path towards the user’s goals. It includes all experiences with your brand. It is based on your user research (personas, archetypes)

!

Mapping the journey can:

• Help identify more goals

• Help to align goals

• Allow you to conceptualise and structure your website or product

• Enhance user experience




The Journey to Success

20



5. Enhanced User Experience — > Optimised Customer Funnel

21

What we’ve covered… • UX as an organisational principle

• Align your goals

• Map out the user journey


What is the Customer Funnel?

22

The typical path a user takes before converting

Point A (sees a deal) to point B (completes your business goal)

!

• Discovery - emotions, opinions, thoughts

• Trigger - decision to make a purchase

• Search - process while deciding to purchase

• Buy - making the purchase

• Stay - remains for loyalty, account




Where does UX fit in?

23

Customer conversion funnels are maximised ONLY when you test your users and their interactions with your website in order

to improve their user experience.

!

• User experience enhances CRO

• User experience leads to maximum conversions

!

• Focus on friction and cognitive overload reduction

• Remember not every user is optimal and it’s not about tricking the user




Targeting your Users

24

User flow: from Google Ad to your site

!

• User has their own needs, expectations, level of knowledge

• Ad copy needs to attract the right person

• What problem are they trying to solve?

• How can I best catch their attention?

• How can I articulate the solution effectively?

• Refer to your user research to ensure your ad speaks to the specific user type




User Flow in Action

25

User clicks on your site via Google ad

!

• Low information source - your flow must fill the gaps

• Make the user feel comfortable

• Give them a reason to keep moving…

• Articulates the benefits of this product

• Support the user with proof

• Support your call to action with content and design

• Remove friction at every step - ask as little as possible of the user

• Create a compelling headline or hook - anticipation



6. (T)ask Yourself

26

Put yourself in your user’s position and consider their concerns.

What’s holding them back from making that purchase?

!

What could motivate them to move through the funnel and past their concerns?

The road to success…

27

Optimal user experience + ideal customer funnel

= higher conversions and happier customers

Thank you!

Address: iterate.

28 Frederick Street South Dublin 2 Dublin

Any questions?

Email: [email protected]

!

@iterate !

@hereiamagain

Phone: +353 1 524 1346

28


karen reilly cro masterclass

Presentations & Public Speaking