Customer focus through UCD User-Centred Design Workshop Presenters: Simon Nixon Jason Buck Nikki Rae

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

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

The importance of quizzes - Your people - Your customers - Your users... User-Centred Design (UCD)

- Your people

- Your customers

- Your users...

WHY BOTHER WITH UCD? What is User-Centred Design?

What is User-Centred Design?

What is UCD?

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?

What is UCD?

What is UCD? It’s about people

It’s about people

Why bother with UCD? Products vs. people

Products vs. people

Why bother with UCD? Technology changes over time

Technology changes over time

Existing websites can be improved Checkout  Go  Add to cart Proceed  Buy it now  Buy  Purchase  Progress  Next 

Existing websites can be improved

Why bother with UCD Organisations needs to keep a competitive edge Celebratory winners (Homo Sapiens) Disappointed runners up (Homo Neanderthalensis)

Organisations needs to keep a competitive edge

Why bother with UCD? Department of Hearty-breakfasts (DOH)

Department of Hearty-breakfasts (DOH)

So if we did this properly...

So if we did this properly...

UCD toolkit - research

Testing of current websites 2 3 4 5 6 7

Personas / profiles (analytics + interview)

Journeys (persona + analytics)

Lo-fi testing

Prototyping

Testing

Continuous improvement

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

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%

Visitor Types/Profiles

Business Goals/Objectives

Website Goals/Objectives

Take me to your leader… A Goal is a path Decision Direction Distance Destination No Goals? Where am I? I’m lost! Woof!

A Goal is a path

Decision

Direction

Distance

Destination

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

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

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!!!!

Visitors vs. Customers

Clear Business Objectives

Site lead/conversion Goals

Record Benchmarks

Set Key Performance Indicators

Measure – Test – Measure – Make More Money!!!!

Thank you

Thank you