1. Making Money Is
Easy: Just Give
Your Users
What They Want
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2. Your users are pretty cool.
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3. But you are not your users.
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4. You can’t see the whole picture.
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5. Here’s
your new
engine!
What car
is this
bad boy
for?
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6. The Cutie-Patootie SX
Well, damn.
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7. There’s an easy way to avoid this.
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8. Listen to your users.
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9. They just want to be heard.
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10. Sketch Personas
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11. Who should be there?
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12. 1) List all the users of your site.
Example: Enterprise Clients, Start-ups, Job Seekers, Competitors, Industry Peers, Press
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13. 2) Situations why they come to your site.
Example: I’m a marketing director vetting out this company for a potential project.
Example: I’m a college student looking for internships at this company.
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352media.com
@352inc

14. 3) Create “I want/I need” statements.
A marketing director vetting out this company  I want to learn more about your services.
A college student looking for internships at this company  I want to work for this company.
SES Chicago 2013
@erinever
352media.com
@352inc

15. 4) Look for patterns. “Would this person
wanting this also want this?”
I want to see how our work compares to their work. (1)
I want to work for this company. (2)
I want to see current job openings. (2)
I need to see examples of their work. (1) (2) (3)
I want to learn more about their process. (3)
I need to read testimonials from my peers. (3)
I want to learn more about their services. (1) (2) (3)
I want to read what this company has been up to. (1) (2) (3)
I need to contact this company. (2) (3)
SES Chicago 2013
@erinever
352media.com
@352inc

16. These become your persona sketches
1) Competitor Caryn
I want to see how our work compares to their work.
I need to see examples of their work.
I want to learn more about their services.
I want to read what this company has been up to.
2) Career-Driven Carrie
I want to work for this company.
I want to see current job openings.
I need to see examples of their work.
I want to learn more about their services.
I want to read what this company has been up to.
I need to contact this company.
3) Marketing Director Mary
I need to see examples of their work.
I want to learn more about their process.
I need to read testimonials from my peers.
I want to learn more about their services.
I want to read what this company has been up to.
I need to contact this company.
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@erinever
352media.com
@352inc

17. If you give them what they want
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18. They’ll probably convert
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19. And that means more money for you
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20. But of course, validate this with data
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21. Card sorts
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22. Surveys
Survey Monkey
Hello Bar
Pop ups
Embeds
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23. Interviews
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24. But what do I ask them?
How do you shop for this
product?
When do you use this product?
If you were looking for this
product online but didn’t know
the name of it, what would you
search for?
What problem do you have that
this product could solve?
What do you look for in these
types of products?
SES Chicago 2013
@erinever
352media.com
@352inc

25. Testing is the real fun part.
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26. Start small
“The best results
come from testing
no more than 5
users, and
running as many
small tests as you
can afford. 5
users will uncover
85% of the
usability problems
in your site.”
- Jakob Nielsen
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27. Guerilla testing
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28. Remote testing
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29. Moderated testing
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30. Let’s see one in action.
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31. Sounds great, but I have no resources.
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32. Visual Website Optimizer
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33. Visual Website Optimizer
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34. Usertesting.com
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35. So, what can you expect?
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36. SES Chicago 2013
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37. But really, what’s the ultimate goal?
SES Chicago 2013
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352media.com
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38. To make your users ecstatically happy
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39. Every $1
invested in UX
yields $100
return.
Bias & Mayhew, 1994
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352media.com
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40. Thank you!
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41. Image Credits & Sources
Images
http://eatathomecooks.com/wp-content/uploads/2009/06/macaroni-and-cheese-done-1024x680.jpg
http://upload.wikimedia.org/wikipedia/commons/7/79/Cummins_Engine_(LKW).jpg
http://media.treehugger.com/assets/images/2011/10/how-smart-is-the-smart-car-image.jpg
http://www.smh.com.au/entertainment/music/overactive-hormones-and-cunning-marketers-direct-teen-frenzy-over-boy-band-20120412-1wvfq.html
http://i1.ytimg.com/vi/xhNLeLBqe6c/maxresdefault.jpg
http://www.ootpdevelopments.com/board/attachments/ootp-14-general-discussions/281234d1365251218-i-m-so-excited-can-t-wait-excited_dog565.jpg
https://i.chzbgr.com/imagestore/2012/7/16/4f3b4ab8-8c1e-40c5-bdb6-c7c9129c9312.jpg
http://www.drterrywillard.com/wp-content/uploads/2013/04/happy-elephant.jpg
http://www.geeksraisinggeeks.com/wp-content/uploads/2013/08/Bill-Nye-1.jpg
http://thebutterflyefex.com/wp-content/uploads/2012/08/slide.jpg
http://seoryangosling.tumblr.com/
http://inagorillacostume.com/wp-content/uploads/2011/04/New-toy-...-intrigued-gorilla-prods-iPad.jpg
http://www.trendhunter.com/slideshow/latte-art
http://www.bugbash.net/archives/comic/2005/07/usability-test-2.html
http://ebmedia.eventbrite.com/s3-s3/eventlogos/3939243/631845868.jpg
http://mypeted.com/wp-content/uploads/2013/04/smart-dog-Top-of-the-class_myZXT_r.jpg
http://images2.wikia.nocookie.net/__cb20110106001308/himym/images/1/11/Perfect_week.png
http://cdn.designinstruct.com/files/387-card_sorting_usability/01_card_sorting_participant.jpg
http://27.media.tumblr.com/tumblr_kt0wpkDt7w1qzl8duo1_500.png
http://2.bp.blogspot.com/-DeOGxaSZKqU/TpKu0O0MjJI/AAAAAAAAAVs/nJf426bn3Ik/s1600/confused.jpg
http://jessicaivins.net/blog/20130311-What-I-Learned-From-Teaching-UX-Part-1.html
http://farm1.static.flickr.com/135/323360628_bbf3a560fc.jpg
http://vinaganda.com/wp-content/uploads/2010/01/usa2.jpg
http://fc07.deviantart.net/fs5/i/2004/314/0/3/Etch_A_Sketch_Mona_Lisa_by_vurtpunk.jpg
http://images5.fanpop.com/image/photos/30900000/The-Californians-saturday-night-live-30904547-625-350.jpg
http://cdn.instantshift.com/media/uploads/2012/02/gewtw.jpg
http://www.abcislandssportsbook.com/p/so-let-it-be-written-so-it-shall-be-done-lions-and
Sources
http://www.352media.com/blog/what-is-usability-testing-simple-tests-you-should-be-using-to-improve-your-business/
http://www.upassoc.org/usability_resources/usability_in_the_real_world/roi_of_usability.html
SES Chicago 2013
@erinever
352media.com
@352inc