NAFCU 2010 Strategic Growth Conference
Your Web Presence To Improve
Yvonne Garand, CLU, ChFU
Michael Rawlins, CUA
Yvonne Garand, CLU, ChFC
Over 20 years in ﬁnancial
VP, Marketing & Business
Responsible for executing
VSECU brand and web
An old KISS fan
Michael Rawlins, Certiﬁed
Over 20 years of Fortune 100
Director, User Experience, Open
President, CT Usability
Adjunct Professor at Manchester
I once had lots of hair...
This is your
It’s not a
THE DESIGN PROCESS
cool in the
THE SHIFT FROM...
Build it and they will come!
Really? How about this?
Who are you building the site for?
What are your goals and objectives?
What are you trying to accomplish?
Deﬁne the purpose of your website...
THE BUSINESS BENEFIT?
Every dollar invested in usability returns $10 to $100
Better business requirements
Shorter development cycles
Opportunities to leverage your target users needs
A website that works!
WHO ARE YOUR USERS?
What do you
A NEW VALUE PROPOSITION
Build your website from your users point of view...
Involve your users in the design process.
Determine how to measure the success of your design.
Adopt a user centered design process - where tangible
usability goals are established!
THE BUSINESS VALUE...
changes early in de
high sig high
the lifecycle, fre
when you know om
the least about
ability to make changes
your users - and
have the most
It will costs you se rg
less $$$ in the geo
long run... ow
time spent and $$ in development lifecycle
Effectiveness - can the users achieve their goals
Ease of Learning - how fast do they learn the interface
Efﬁciency of use - how fast do they complete tasks
Memory management - short and long term memory
Error prevention - is there forgiveness in the interface
User satisfaction - do they like the experience
“...things should work the
way I think they should
When you break the
users mental model -
they respond negatively.
Usability testing explores
the user’s mental model
Mental model example:
Imagine what happens
at this intersection...
USER CENTERED DESIGN?
User-centered design (UCD) is a structured
product development methodology that
involves users throughout all stages
of the development lifecycle, in order to create
a web site or application that meets users'
needs. This approach considers an
organization's business objectives and
the user's needs, limitations, and
To create a user centered website you must think about
the needs of your users throughout each step of the
development of your site.
Plan (objectives and requirements)
Collect data from your user population (observation)
prototype (create low ﬁdelity wireframes)
test iteratively 1:1 with real users (task based testing)
Get stakeholders involved early on in the lifecycle
CEO, Board, Staff, Members, Potential Members
1. Showcase corporate brand
2. Facilitate ease with product & services = Sales
3. Highlight transparency & member engagement
4. Immediate access to online banking
Collaborate with users...
Test landing & product pages
Is it functional and does it ﬁt
the users mental model
Monitor the clicks
Can I stump the members?
Source: Techsmith Corporation
Establish usability criteria prior creating the test questions
What are you measuring?
1. Users will be able to do “X” in less than 2 minutes.
2. Users will be able to navigate to “X” in 3 second and then do “Y”
in 2 minutes and 3 clicks.
3. Users will be able to apply for “Z” with no errors or assistance
from a customer service rep.
4. 90% of the users tested can apply for membership without
In September 2009 Forrester Research reported that on
average, customers respond to a ﬁrst rate user experience
More revenue:14.4% of customers are willing to consider
Retention: 15.8% fewer customers considering doing
business with a competitor.
More prospects: 16.6% of your customers recommending
you to others.
Source: “Best Practices in User Experience (UX) Design” - Mike Gualtieri - Forrester 2009
Criteria for selecting a vendor:
Content management system
Support and communication
Best practice for user experience
Develop a scorecard and apply grading