Widening Usability's Reach: Extending Usability Methods to Marketing and Design

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    Widening Usability's Reach: Extending Usability Methods to Marketing and Design - Presentation Transcript

    1. Widening Usability’s Reach Extending Usability Methods to Marketing and Design Ashley Annis, Ph.D. Director of User Experience Bridgeline Software
    2. Usability Methods That Answer Marketing Questions
    3. What does usability research do? Measure performance Content Ease of Use Features Wayfinding Assess preference
    4. Usability Research How’s it done?
    5. Where would you click first?
    6. How?
    7. What does market research do? Integrity Pride Confidence Brand Passion Loyalty
    8. How likely are you to buy?
    9. Market Research How’s it done?
    10. A Case Study: Usability Methods That Answer Marketing Questions
    11. Traditional Usability Deliverables Activities •Usability Test Plan •Measure Performance •Scenarios •Assess Preference •Report
    12. But... They wanted marketing questions answered.
    13. Market research Trust Credible Brand Objective
    14. So how’d we do it?
    15. Session Plan
    16. Screener
    17. In-Person Sessions
    18. 2 Designs
    19. Questionnaire Web based tools Sticky Clicky
    20. When you use the web to research home financing, what matters to you most? Look and feel Easy to use A brand name I recognize and like Credibility Trust Other
    21. How likely are you to tell a friend about a home financing website that you liked?
    22. How likely are you to use this site to research home financing loans like mortgages, home equity loans, etc
    23. How motivated are you to explore other pages on this site
    24. Session Results Brand mattered
    25. I trust Acme. It’s not a Mickey Mouse operation.
    26. It’s important that it’s Acme - my information is secure with Acme.
    27. Seeing Acme there makes me feel more comfortable. They’re a reputable company.
    28. “I like the “brought to you by Acme” - it's more credible right off the bat.” Where would you read first?
    29. Session Results Brand mattered, but… Users responded more to content and features than brand
    30. \"Rates. The bottom line is the money! Rates are very important!” Where would you click first?
    31. Project Outcome A Happy Client An Acme-branded site Content users wanted
    32. Lessons Learned
    33. Widening Usability’s Reach Extending Usability Methods to Marketing and Design Ashley Annis, Ph.D. Director of User Experience Bridgeline Software

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