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First Use: Driving innovation and profitability via UX

First Use: Driving innovation and profitability via UX






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    First Use: Driving innovation and profitability via UX First Use: Driving innovation and profitability via UX Presentation Transcript

    • first use 1driving product innovation + profitability via UXjoe natoli | givegoodux.com
    • 2site as product:why first useis criticaljoe natoli | givegoodux.com
    • what is first use? 3If a web site is the channel by which theproduct or service is delivered, the mostimportant experience is the initial one.joe natoli | givegoodux.com
    • many usability functions vs. function few 4 poor usability goodgivegoodux.com
    • defining success for business 5business goals! success metricsIncrease revenue Revenue amount over timeGain efficiencies Increase in online transactions; decrease in costDecrease risk Decrease in transaction or reporting errorsjoe natoli | givegoodux.com
    • defining success for users 6user goals! success metricsWork smarter Number of successful tasksImpress boss Increase profile among teamSave time More tasks completed per dayEnhance life Accelerate career goalsjoe natoli | givegoodux.com
    • ➡ rapidly establish the brand proposition in the user’s mind first use ➡ lead user toward continuing the experience (and furthuring cases the relationship) should ➡ Introduce products & services at the most relevant, most always appropriate points in the experience (relationship) 7givegoodux.com
    • so ➡ Add immediate value every ➡ Add positively to the cumulative experience click over time should 8givegoodux.com
    • 9commonmistakes:first-use failurejoe natoli | givegoodux.com
    • the big three 10Information architecture ➡ Architecture, workflows and input stylesis irrelevant to users that reflect the organization’s goals and needs – instead of the users’Navigation prevents ➡ Unclearly labeled choices that makeprogress users guess where links will take themPresentation doesn’t ➡ No easy means to initiate transactionsmirror task flowjoe natoli | givegoodux.com
    • can the happy talk 11givegoodux.com
    • provide appropriate prompts 12givegoodux.com
    • 13designing forfirst usejoe natoli | givegoodux.com
    • navigate the critical path 14➡ Navigation provides access to key tasks, critical path transactions that drive revenue➡ QuickJump menu to answer common “How Do I” questions, or a structured query to quickly help users establish a point of view and a relationship with the site➡ IA facilitates progress, addresses both user and business goalsjoe natoli | givegoodux.com
    • ➡ Initial experiences are personalized personalize ➡ Based on user knowledge the process ➡ Cookies,personalized information and/or recommendations 15givegoodux.com
    • 16red flags:identifyingfirst-use issuesjoe natoli | givegoodux.com
    • the danger signs 17➡ User logs show users arriving at the home screen and leaving without clicking anywhere else➡ Users search immediately – and use obvious terms like “products” or “services”➡ Users visit home page, then call and complain➡ Users complain about not being able to find their way around from the home screenjoe natoli | givegoodux.com
    • ➡ Do users arrive and not know how to proceed? ➡ Do users arrive, only ask navigate to a shallow yourself level and then leave? ➡ Does a user’s first visit to the site help to segment himself along the proper path(s) of the site/portal? 18givegoodux.com
    • ➡ Do users feel compelled to re-engage with the site after the first visit? ask ➡ Do users understand the value proposition of the yourself site? ➡ Are products and services introduced appropriately? 19givegoodux.com
    • first use 20driving product innovation + profitability via UXjoe natoli | givegoodux.com