Widening Usability’s Reach
Extending Usability Methods to
Marketing and Design




Ashley Annis, Ph.D.
Director of User Ex...
Usability Methods
       That Answer
Marketing Questions
What does usability research do?

            Measure performance

  Content     Ease of Use
                             ...
Usability Research




                How’s it done?
Where would you   click first?
How?
What does market research do?


           Integrity
                          Pride

   Confidence    Brand
             ...
How likely are you   to buy?
Market Research




                  How’s it done?
A Case Study:
  Usability Methods
       That Answer
Marketing Questions
Traditional Usability
Deliverables           Activities
•Usability Test Plan   •Measure Performance
•Scenarios            ...
But...

They wanted
  marketing questions answered.
Market research


     Trust            Credible
             Brand

          Objective
So how’d we do it?
Session Plan
Screener
In-Person
 Sessions
2 Designs
Questionnaire

Web based tools

                     Sticky



                     Clicky
When you use the web to
research home financing,
what matters to you most?

Look and feel
Easy to use
A brand name I recog...
How likely are you to tell a
friend about a home financing
website that you liked?
How likely are you to use this
site to research home financing
loans like mortgages, home
equity loans, etc
How motivated are you to
explore other pages on this site
Session Results


Brand mattered
I trust Acme. It’s not a
Mickey Mouse operation.
It’s important that it’s
Acme - my information
is secure with Acme.
Seeing Acme there makes
me feel more comfortable.
They’re a reputable
company.
“I like the
“brought to you
 by Acme” - it's
  more credible
   right off the
           bat.”




                   Wher...
Session Results


Brand mattered, but…

Users responded more to
content and features
than brand
quot;Rates. The
    bottom line
 is the money!
Rates are very
   important!”




                  Where would you click f...
Project Outcome


A Happy Client
An Acme-branded site
Content users wanted
Lessons Learned
Widening Usability’s Reach
Extending Usability Methods to
Marketing and Design




Ashley Annis, Ph.D.
Director of User Ex...
Widening Usability's Reach: Extending Usability Methods to Marketing and Design
Widening Usability's Reach: Extending Usability Methods to Marketing and Design
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

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This presentation is about a case study of usability specialists testing a consumer website for marketing (branding and messaging), and graphic design. In the talk, Ashley describes some of the differences between usability research and market research.

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

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