Creating A Remarkable User Experience

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HubSpot Inbound Marketing Professor Dee Dee de Kenessey joined us at the Spring 2014 Toronto HUG meetup at Uberflip HQ to talk about creating a great experience for users.

http://uberflip.com

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Creating A Remarkable User Experience

  1. 1. Toronto HUG May 28th, 2014 Dee Dee de Kenessey Inbound Professor HubSpot @deedeedkc Hayley Mullen HUG Leader Uberflip @hayley_mullen WELCOME!
  2. 2. @hayley_mullen Your HUG leader Hayley Mullen A few facts: • Peruses the SPCA dog listings • Loves Seinfeld and cheese • Worked in startups for two years before joining Uberflip • Is the Uberflip Community Manager
  3. 3. Dee Dee de Kenessey @deedeedkc A few facts: • First time in Toronto. • Loves porters. • Dislikes pudding. • Created and runs the Contextual Marketer Certification, and is a website personalization expert. From HubSpot HQ
  4. 4. Lindsay Thibeault (baker extrordinaire) Kyle Geiste (head-balancing ninja) Rachel Goodman Moore (inbound neuroscientist) Mark Kilens (our fearless leader) Sarah Bedrick (the headless) Nick Salvatoriello (aka DJ Nick Sal) Dee Dee de Kenessey (that’s me!) Chris LoDolce (Iron Chef of waffles) Jillian Day (the faceless) Isaac Moche (rhymes with Yoshi) Brittany Matern (swag-meister) Johnny Garces (social media guru)
  5. 5. Enough about me. What about you? Find someone in the room that you don’t already know, and learn their name, what they do for work, and their favorite place to eat in Toronto.
  6. 6. LET’S TALK ABOUT CREATING A REMARKABLE USER EXPERIENCE
  7. 7. 1 Why does user experience matter? 2 What makes a user experience remarkable? 3 Evaluating your website 4 Two examples 5 In-class exercise AGENDA
  8. 8. TODAY’S GOAL: You will be able to create targeted, remarkable content to fuel your inbound efforts.
  9. 9. WHY DOES USER EXPERIENCE MATTER?1
  10. 10. FLICKR USER MICHAEL POLLACK It’s not about you, it’s about your users. Thoughtful user experience helps our users accomplish their goals, first and foremost. We must understand our users’ needs and figure out how to solve them on our website.
  11. 11. FLICKR USER ANT1_G Most importantly, it’s about alignment. A good user experience aligns the goals of both the user and your business. When your users reach their goals, your business does, too.
  12. 12. WHAT MAKES A USER EXPERIENCE REMARKABLE? 1
  13. 13. Your website must be useful. Your website must be consistent. Your website must be appealing. BEST PRACTICES FOR USER EXPERIENCE Your website must be intuitive. Your website must be accessible.
  14. 14. Your website must be useful. Your website must be consistent. Your website must be appealing. BEST PRACTICES FOR USER EXPERIENCE Your website must be intuitive. Your website must be accessible.
  15. 15. FLICKR USER THANKER212 In order to be useful, your organization’s website must feature content that aligns with the Buyer’s Journey. Your website must be useful.
  16. 16. Who is familiar with the Buyer’s Journey?
  17. 17. The Buyer’s Journey
  18. 18. Your website must be useful. Your website must be consistent. Your website must be appealing. BEST PRACTICES FOR USER EXPERIENCE Your website must be intuitive. Your website must be accessible.
  19. 19. To create intuitive experiences, there’s a simple rule: one goal at a time! When you start trying to accomplish more than one thing at a time on a site page, things become cluttered and confusing for the visitor. Your website must be intuitive. FLICKR USER SEANTOYER
  20. 20. Answer one question at a time. Think about the top questions a visitor will be trying to answer when they land on your page.
  21. 21. Request one action at a time. Your users will need to engage with your content. What options will you give them?
  22. 22. Focus on the next stage of their journey. Don’t try to close the deal if they’re just getting to know you. Meet your users where they are, not where you want them to be.
  23. 23. Your website must be useful. Your website must be consistent. Your website must be appealing. BEST PRACTICES FOR USER EXPERIENCE Your website must be intuitive. Your website must be accessible.
  24. 24. According to the late social psychologist Robert Zajonc, the ‘mere-exposure effect’ dictates that the more familiar we are with something, the more we like it. Your website must be consistent. FLICKR USER BEN GREY
  25. 25. Emphasize site-wide consistency. Not just in design — consistency is important in your written content, too!
  26. 26. Your website must be useful. Your website must be consistent. Your website must be appealing. BEST PRACTICES FOR USER EXPERIENCE Your website must be intuitive. Your website must be accessible.
  27. 27. Your website must be accessible. Ensure accessibility by creating navigation that makes sense to your users and makes it easy to find information. FLICKR USER BINARY_KOALA
  28. 28. Include navigation in your header and footer. This will help simplify navigation for your users, and will help them stay engaged, even when they’ve finished reading a page. Top of site: Bottom of site:
  29. 29. Flat navigation: Deep navigation: Choose a navigation style: flat or deep? (But either way you go, keep it simple!)
  30. 30. Your website must be useful. Your website must be consistent. Your website must be appealing. BEST PRACTICES FOR USER EXPERIENCE Your website must be intuitive. Your website must be accessible.
  31. 31. Your website needs to be appealing. The easiest way to ensure this is to emphasize simplicity. Use space to frame information and shape your users’ focus.
  32. 32. Deliverable Methods Tools List of What Works and What Doesn't on Site Stakeholder Interviews Content Audit Usability Testing Spreadsheet GoToMeeting WebEx Sketches or Wireframes of Three Top Redesign Ideas Usability Testing Card Sorting Balsamiq Paper Trello Clickable Mockup of Best Idea Style Guide Usability Testing Invision Photoshop Axure CURRENT SITE LO-FI PROTOTYPE HI-FI PROTOTYPE NEW SITE USER EXPERIENCE REDESIGN METHODOLOGY
  33. 33. Deliverable Methods Tools List of What Works and What Doesn't on Site Stakeholder Interviews Content Audit Usability Testing Spreadsheet GoToMeeting WebEx Sketches or Wireframes of Three Top Redesign Ideas Usability Testing Card Sorting Balsamiq Paper Trello Clickable Mockup of Best Idea Style Guide Usability Testing Invision Photoshop Axure CURRENT SITE LO-FI PROTOTYPE HI-FI PROTOTYPE NEW SITE USER EXPERIENCE REDESIGN METHODOLOGY
  34. 34. Deliverable Methods Tools List of What Works and What Doesn't on Site Stakeholder Interviews Content Audit Usability Testing Spreadsheet GoToMeeting WebEx Sketches or Wireframes of Three Top Redesign Ideas Usability Testing Card Sorting Balsamiq Paper Trello Clickable Mockup of Best Idea Style Guide Usability Testing Invision Photoshop Axure CURRENT SITE LO-FI PROTOTYPE HI-FI PROTOTYPE NEW SITE USER EXPERIENCE REDESIGN METHODOLOGY 1. Interview your stakeholders.
  35. 35. Deliverable Methods Tools List of What Works and What Doesn't on Site Stakeholder Interviews Content Audit Usability Testing Spreadsheet GoToMeeting WebEx Sketches or Wireframes of Three Top Redesign Ideas Usability Testing Card Sorting Balsamiq Paper Trello Clickable Mockup of Best Idea Style Guide Usability Testing Invision Photoshop Axure CURRENT SITE LO-FI PROTOTYPE HI-FI PROTOTYPE NEW SITE USER EXPERIENCE REDESIGN METHODOLOGY 2. Conduct a content audit.
  36. 36. Map your content to the Buyer’s Journey. This will help you learn what you’ve already covered, as well as where your content holes are.
  37. 37. Deliverable Methods Tools List of What Works and What Doesn't on Site Stakeholder Interviews Content Audit Usability Testing Spreadsheet GoToMeeting WebEx Sketches or Wireframes of Three Top Redesign Ideas Usability Testing Card Sorting Balsamiq Paper Trello Clickable Mockup of Best Idea Style Guide Usability Testing Invision Photoshop Axure CURRENT SITE LO-FI PROTOTYPE HI-FI PROTOTYPE NEW SITE USER EXPERIENCE REDESIGN METHODOLOGY 3. Conduct usability testing.
  38. 38. • Usability Testing: recruit typical users and watch them use your website. This will reveal the holes in your content are and the questions that users have. • (example of gotomeeting?) Conduct usability testing. Recruit your typical users and watch them use your website. This will help you see where the holes in your content are, and what questions your users have. FLICKR USER KNIGHTFOUNDATION
  39. 39. Screen candidates with forms. To determine eligibility, send interested participants to a form called a ‘screener’, which asks all of the right questions.
  40. 40. Focus on behavior. Choose one task for your users to complete, and analyze the results. Pick a common problem, question or need that your users typically have, and ask them to focus on that goal.
  41. 41. Create a script. Scripting helps ensure that your data stays consistent. Be sure to ask each question the exact same way, for every person to speak to.
  42. 42. Record your results. Don’t rely on your memory! Take thorough notes or record the session to make sure that you retain what you learn.
  43. 43. THE BOTTOM LINE: Test until you aren’t surprised anymore.
  44. 44. Transform your website into a user-focused, personalized tool. CONTEXTUAL MARKETING CERTIFICATION Available to users on the HubSpot COS platform and with Professional or Enterprise level accounts. Speak to Dee Dee or your HubSpot Account Manager to learn more.
  45. 45. TWO EXAMPLES. 3
  46. 46. GROUP EXERCISE. 4
  47. 47. GROUP EXERCISE 20 minutes: Pair up with two people in the room and briefly describe what your business does. Open up your website’s homepage. Next, evaluate each homepage. Make a list of what works and what doesn’t. • Does it address the correct stage of the Buyer’s Journey? • Does it answer one question at a time? • Does it request one action at a time? • Is it consistent? • Is the navigation clear and accessible? • Is it appealing and simple? Remember that “X” should be one of your business's main keywords.
  48. 48. QUESTIONS?
  49. 49. THANK YOU. Dee Dee de Kenessey @deedeedkc #HubSpotting
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