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Convertible Web Design

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Giving away our trade secrets at the Magic Circle, London - Simon & Jason provide an experts view on the world of usability

Giving away our trade secrets at the Magic Circle, London - Simon & Jason provide an experts view on the world of usability

Published in: Technology, Business

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Transcript

  • 1. Customer focus through UCD User-Centred Design Workshop Presenters: Simon Nixon Jason Buck Nikki Rae
  • 2. The importance of quizzes
    • Go on then … why did we play that game?
    • - People do what they think they should do
    •   - People do what they think is right
    • - People do what they want
  • 3. The importance of quizzes
    • - Your people
    • - Your customers
    • - Your users...
    User-Centred Design (UCD)
  • 4.  
  • 5. WHY BOTHER WITH UCD?
    • What is User-Centred Design?
  • 6. What is UCD?
  • 7. What is UCD? Question: Why aren’t we all driving around in zero-emission, electric and personal-propulsion powered vehicles first invented in the 80’s and retailing at less than £400?
  • 8. What is UCD?
  • 9. What is UCD?
      • It’s about people
  • 10. Why bother with UCD?
    • Products vs. people
  • 11.  
  • 12. Why bother with UCD?
    • Technology changes over time
  • 13.
    • Existing websites can be improved
    Checkout  Go  Add to cart Proceed  Buy it now  Buy  Purchase  Progress  Next 
  • 14. Why bother with UCD
    • Organisations needs to keep a competitive edge
    Celebratory winners (Homo Sapiens) Disappointed runners up (Homo Neanderthalensis)
  • 15. Why bother with UCD?
    • Department of Hearty-breakfasts (DOH)
  • 16.
    • So if we did this properly...
  • 17. UCD toolkit - research
  • 18. Testing of current websites 2 3 4 5 6 7
  • 19. Personas / profiles (analytics + interview)
  • 20. Journeys (persona + analytics)
  • 21. Lo-fi testing
  • 22. Prototyping
  • 23. Testing
  • 24. Continuous improvement
  • 25. Continuous Improvement – Post Launch Research – improvement? Review – KPIs/obstacles Analysis – Measure Design – Small Changes Test – What is effect of change (offline/online)? Launch – Success Research Analysis Concept Design Test Launch Pre - Launch
  • 26. Return & Buy! Reduce the Bounce Rate Track Contact forms, emails, Call Tracking Must speak to Nikki about Increase revenue 2% over 6 months
    • Visitor Types/Profiles
    • Business Goals/Objectives
    • Website Goals/Objectives
    Increase contact rate by 50%
  • 27. Take me to your leader…
    • A Goal is a path
    • Decision
    • Direction
    • Distance
    • Destination
    No Goals? Where am I? I’m lost! Woof!
  • 28. KPIs & Goal Funnels
    • Bottom of Funnel shows conversion rate for the path/Goal
    • Do you have a good prospect rate ? (no. of visitors who viewed a key page e.g. top of funnel)
    • What is the abandonment rate ? (analyse from bottom-up)
    • KPI achieved?
    • CI Process to remove blockages & increase conversions
    Start Here End Here
  • 29. Post Launch – Measure & Learn
    • Visitors vs. Customers
    • Clear Business Objectives
    • Site lead/conversion Goals
    • Record Benchmarks
    • Set Key Performance Indicators
    • Measure – Test – Measure – Make More Money!!!!
  • 30.
    • Thank you