People First: Keeping the User in User
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- Horatio Hancock
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1 People First: Keeping the User in User
2 Stephanie
3
4
5 Keeping People in User Experience
6 Goal To give you insights into how to understand your target audience better keep pace with who they are and what they want persuade them through the customer journey conduct the right research at the right time
7 User experience... encompasses all aspects of a person's interaction with your organization, its programs and services.
8 User experience needs but don t stop there foundation level need
9
10
11 How do we know... what our target audience expects right now? when and if their expectations change?
12 Why does the UX break?
13 1. You say yes to everyone
14 2. You think you bought a microwave
15 actually puppy. You think you bought a microwave
16 3. Shiny object syndrome
17 4. The faceless user
18 Personas demographics psychographics abilities culture education a day in the life
19 ...it struck me that I had never seen an ugly persona. - Gerry McGovern
20 Alex - Prospective Student Quick Stats Age: 20 From: Mt. Pearl About Alex: After high school 2 years ago Alex wasn t sure what he wanted to do. Instead of going to university he decided to travel, spending the last 2 years in Australia and Thailand. Motivators Alex s travels ignited an interest in ocean sciences and he is focused and ready to pursue Day in the life: Now that he is back in NF, Alex is active on facebook and instagram keeping up with friends who went straight onto Uni, and also those abroad. He works part time at his parents store and lives home, but is anxious to move out. Influencers: #1 Friends, #2 Family
21 Customer journey Problem Define the problem. Why do they have this problem? Research What research activities do they do to find a solution? Evaluation How do they compare solutions to find the best? Decision What are decision criteria? How do they take action? Validation How do they evaluate and share their experience with the solution?
22 What is Alex thinking, feeling and doing at each phase of the customer journey?
23 Content planning What content is needed at each phase of the journey to fulfill the person s needs? Alex future student Problem Research Evaluation Decision Validation traveling, online reading program descriptions, career options talk to current students, cost comparison online social application media, form share your story
24 Content audit Compare the list of peoples needs to your marketing material. What does your site have? Is existing content adequate? What content is missing?
25 Content planning Write for the phase with appropriate calls to action Alex future student Problem Research Evaluation Decision Validation traveling, online reading program descriptions, career options talk to current students, cost comparison online social application media, form share your story
26 How do you keep pace with who your audiences are and what they want?
27 Evaluating the user experience
28 Evaluating the user experience Usability Testing A/B Testing Focus Groups 4Q Surveys
29 4Q surveys Quantitative & attitudinal
30 4Q surveys 1. 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? 4. Rate your overall satisfaction with your visit
31 A/B testing Quantitative + behavioural 15% conversion 28% conversion
32 Focus groups Qualitative + attitudinal
33 Usability testing Qualitative + behavioural
34 Evaluating the user experience Customer Journey Research Persona Research
35 When to test Drastic shift in market trends or analytics Introduction of a new program or to a new market When you can t confidently say your personas are accurate or relevant
36 Next steps checklist Develop personas and journeys for audiences Determine what content best addresses needs at each phase Conduct an audit and create missing content Review personas for relevancy If gaps, select an appropriate test method and gain more knowledge Repeat at least once a year
37
38 Thank
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