WEBSITE USER EXPERIENCE:
WHY IT MATTERS
Sue Anderson, Mgr. of User Experience
@sechanyanderson
@deluxecorp
#DLXSpeedMktg
WHAT IS UX?

• "User experience" encompasses all aspects of the enduser's interaction with the company, its services, and ...
YOU ARE ALREADY DOING IT!
Your customer service:
• Customer needs
• Customer touchpoints
• Customer impressions
YOUR WEBSITE IS AN EXTENTION OF
YOU
KNOW YOUR AUDIENCE
•
•
•
•

Who are they?
Why are they visiting?
Can they do that?
Do they get you?
WHO?
• Who is your target customer?
• Online?
WHO?
What do you know about them?
• Comfort levels with technology
• Online habits
• Motivators/triggers
MEET MIKE BLACK
• Lawyer and Mediator
• Family law practice since 1978
• Mediating divorces for 30+ years
WHO VISITS MIKE'S SITE?
WHY?
• Why are folks visiting your site?
• What do they want to know/do?
WHY?
WHY?
How do I know?
• Observe
• Ask
• Document
ARE YOU MEETING THEIR
NEEDS?
• Can they find what they are looking for?
• Does the organization of content make sense?
• A...
ARE YOU MEETING THEIR
NEEDS?
Organizing content
intuitively

THEN

NOW
ARE YOU MEETING THEIR
NEEDS?
Clear paths / calls-to-action

We really want
you to do this

Where should a
user start?
ANALYTICS CAN HELP
•
•
•
•
•

Bounce rates
Keyword search terms
Next page flow
Time on page
Visit time of day
VALUE PROPOSITION
CLEAR?
• What makes you different?
• Why should your customers choose you?

Try the 5 second test
VALUE PROPOSITION
• What does Shamblott do?
• What is different about them?
• What assumptions did you make about Shamblot...
VALUE PROPOSITION
• What does Zuckerberg do?
• What is different about him?
• What assumptions did you make about Zuckerbe...
5 SECOND TEST

https://usabilityhub.com/
IN SUMMARY
•
•
•
•

Know your audience
Know why they are visiting your site
Be aware if you are meeting their needs
Make s...
THANK YOU!
www.deluxe.com
Website User Experience: Why It Matters
Website User Experience: Why It Matters
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Website User Experience: Why It Matters

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Before designing your website, you'll want to answer these vital questions: Who is Your Target Audience, Why Should They Buy from You and finally, Are You Allowing Them to Find What They are Looking For? You'll also want to take the 5 second test with your website in order to understand if your value proposition, competitive advantage, and path to purchase is clear.

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  • Understanding your customer will bring you more cusotmers
  • There is a need or problem that you are solving
  • Hve you ever asked “Don’t these folks want my business?”
    If they are frustrated, they will translate that into making assumptions about you and your company
  • People who are online today?
    Are they the ones you want online?
    Are they different than your “target customer?”
  • People who are online today?
    Are they the ones you want online?
    Are they different than your “target customer?”
  • Deliberate observation
    Take time to ask questions
    Make sure you are documenting / future tracking of improvement
  • Deliberate observation
    Take time to ask questions
    Make sure you are documenting / future tracking of improvement
  • Ice cream shop:
    What might you have as the CTAs
    What wouldl be important to put into the navigation?
    If you do this quickly and easily, they are more open to listening to you. Or looking at the producst you want to sell to them. Donating
  • Etsy has evolve their “navigation” based upon how user’s expect to look for things on their site.
    Other things to consider: Search
  • Clear calls-to-action means: it’s immediately clear what path we want the user’s to take.
    Use visual cues. Make buttons look “clickable”. Links should: use “trigger” or keywords and should inform the user of what will happen next.
  • If you do this quickly and easily, they are more open to listening to you. Or looking at the producst you want to sell to them. Donating
  • Understanding your customer will bring you more cusotmers
  • Website User Experience: Why It Matters

    1. 1. WEBSITE USER EXPERIENCE: WHY IT MATTERS Sue Anderson, Mgr. of User Experience @sechanyanderson @deluxecorp #DLXSpeedMktg
    2. 2. WHAT IS UX? • "User experience" encompasses all aspects of the enduser's interaction with the company, its services, and its products.
    3. 3. YOU ARE ALREADY DOING IT! Your customer service: • Customer needs • Customer touchpoints • Customer impressions
    4. 4. YOUR WEBSITE IS AN EXTENTION OF YOU
    5. 5. KNOW YOUR AUDIENCE • • • • Who are they? Why are they visiting? Can they do that? Do they get you?
    6. 6. WHO? • Who is your target customer? • Online?
    7. 7. WHO? What do you know about them? • Comfort levels with technology • Online habits • Motivators/triggers
    8. 8. MEET MIKE BLACK • Lawyer and Mediator • Family law practice since 1978 • Mediating divorces for 30+ years
    9. 9. WHO VISITS MIKE'S SITE?
    10. 10. WHY? • Why are folks visiting your site? • What do they want to know/do?
    11. 11. WHY?
    12. 12. WHY? How do I know? • Observe • Ask • Document
    13. 13. ARE YOU MEETING THEIR NEEDS? • Can they find what they are looking for? • Does the organization of content make sense? • Are your Calls-To-Action (CTAs) clear?
    14. 14. ARE YOU MEETING THEIR NEEDS? Organizing content intuitively THEN NOW
    15. 15. ARE YOU MEETING THEIR NEEDS? Clear paths / calls-to-action We really want you to do this Where should a user start?
    16. 16. ANALYTICS CAN HELP • • • • • Bounce rates Keyword search terms Next page flow Time on page Visit time of day
    17. 17. VALUE PROPOSITION CLEAR? • What makes you different? • Why should your customers choose you? Try the 5 second test
    18. 18. VALUE PROPOSITION • What does Shamblott do? • What is different about them? • What assumptions did you make about Shamblott?
    19. 19. VALUE PROPOSITION • What does Zuckerberg do? • What is different about him? • What assumptions did you make about Zuckerberg?
    20. 20. 5 SECOND TEST https://usabilityhub.com/
    21. 21. IN SUMMARY • • • • Know your audience Know why they are visiting your site Be aware if you are meeting their needs Make sure your site does you justice
    22. 22. THANK YOU! www.deluxe.com
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