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boston upa

Guided Selling
INDEPENDENT STUDY RESULTS AND BEST PRACTICES




Prepared by:
Michael Hawley – VP Experience De...
boston upa


About Mad*Pow




                2
boston upa


What Is Guided Selling?

Definition
• A process to educate consumers about a set of complex products or servi...
boston upa


Guided Selling is Not Faceted Navigation or Filtering




                                                   ...
boston upa


What Did We Do?

Goal
• Conduct independent study to assess strengths and weaknesses of various
  guided sell...
boston upa


Research Method 1: One-on-one Task-based Comparative Usability Test

Methodology                             ...
boston upa


Triading Example




“Identify how two of the three examples are different from the third.”




             ...
boston upa


Research Method 2: Unmoderated Interaction and Feedback

Methodology                                         ...
boston upa


Sites We Tested




 Air Conditioners   Running Shoes   Laptops




                    Mortgages       Gifts...
boston upa




Findings and Implications




                            10
boston upa


Perceived Speed Most Important Navigational Factor

Findings
• Progress indicators helpful but not
  main foc...
boston upa


Use Video with Caution, Leverage Audio to Enhance Experience

Video
• Video very polarizing, large impact
  o...
boston upa


Valid Questions and Responses Key to Module Success

Findings
• Present consequence of
  response in question...
boston upa


Valid Questions and Responses Key to Module Success




                                                     ...
boston upa


Build Trust by Recognizing Brand Position and Adapting Accordingly

Findings
• High degree of skepticism for ...
boston upa


Build Trust by Recognizing Brand Position and Adapting Accordingly




                                      ...
boston upa


Build For Learning, Finding, or Recommending


      Learning                 Finding            Recommending...
boston upa


For Learning Experience, Give Control of Pace

Findings
• Options to progressively learn and
  branch OK, in ...
boston upa


Give Visitor Control of Learning Experience




                                              19
boston upa


“Results” Page: Be Mindful of Visitor Stage



  Awareness        Consider          Preference        Purchas...
boston upa


“Results” Page: Be Mindful of Visitor Stage




                                              21
boston upa


“Results” Page: Show Impact of Responses

Findings
• End results should indicate impact
  of responses
• Men ...
boston upa


Summary

Findings
• Perceived Speed Most Important Navigational Factor
• Use Video with Caution, Leverage Aud...
boston upa


Thank You

Documentation                             Have a question?
• Results and full presentation slides:...
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Guided Selling - An Introduction and User Study Results

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Transcript of "Guided Selling - An Introduction and User Study Results"

  1. 1. boston upa Guided Selling INDEPENDENT STUDY RESULTS AND BEST PRACTICES Prepared by: Michael Hawley – VP Experience Design May 26, 2009
  2. 2. boston upa About Mad*Pow 2
  3. 3. boston upa What Is Guided Selling? Definition • A process to educate consumers about a set of complex products or services • Needed where consumers need support to make an informed selection • More than presentation of list of options or features; a conversation or dialog • Similar to in-person interaction with helpful salesperson Process • Lead a consumer through a set of questions that assess their values, intended usage and knowledge of a particular category • Use information to direct consumer to product selections that meet their needs 3
  4. 4. boston upa Guided Selling is Not Faceted Navigation or Filtering 4
  5. 5. boston upa What Did We Do? Goal • Conduct independent study to assess strengths and weaknesses of various guided selling tools to learn best practices and inform future design decisions Sample Research Questions • To what extent do we need to show results narrowing through interaction? • How are video, audio and other multimedia best used? • Are progress indicators necessary? If so, how should they be displayed? • Do users need the ability to go back in the interaction? If so, how? • How should suggestions or “results” be displayed? • Are there circumstances where guided selling works best? 5
  6. 6. boston upa Research Method 1: One-on-one Task-based Comparative Usability Test Methodology Triading • Six different guided selling applications, each • Qualitative interview participant interacts with three technique that reveals • 15 participants, sequence of sites randomized to constructs prevent order bias • Elicits attributes that are important to users in their • Mix of age groups, gender, online proficiency vocabulary • Think-aloud protocol during task-based • Researcher asks the interaction with each site participant to identify how • Participant “Triad” comparison of three sites two of the three examples are different from the third 6
  7. 7. boston upa Triading Example “Identify how two of the three examples are different from the third.” 7
  8. 8. boston upa Research Method 2: Unmoderated Interaction and Feedback Methodology Sample Tasks/Questions • Online, unmoderated participant interaction with 1. While answering each site questions, what did you • 20 participants interacted with each site, 120 like? and dislike? participants total 2. While viewing the results, what did you • Tasks and follow up questions informed by like? and dislike? results of one-on-one study 3. What aspect of the tool • Specific probing questions for each site confused you? • Qualitative interpretation of participant feedback 4. What about your experience with this tool stands out? 5. What would improve this tool? 8
  9. 9. boston upa Sites We Tested Air Conditioners Running Shoes Laptops Mortgages Gifts Life Insurance 9
  10. 10. boston upa Findings and Implications 10
  11. 11. boston upa Perceived Speed Most Important Navigational Factor Findings • Progress indicators helpful but not main focus – especially for “branched” modules • Add ability to leave guided module • Support “pageless” design to increase perceived speed and indicate learning experience • Support replay of audio enabled sections • Maintain consistency for changing answers after “results” page • First focus visitor on questions rather than result set 11
  12. 12. boston upa Use Video with Caution, Leverage Audio to Enhance Experience Video • Video very polarizing, large impact on brand perception • Low quality video production can appear gratuitous and unnecessary • Spokesperson video = marketing? • Multimedia learning modules helpful Audio • Obvious control for audio “That’s an ill-fitting suit” • Elaborate on text, but text only should suffice 12
  13. 13. boston upa Valid Questions and Responses Key to Module Success Findings • Present consequence of response in question context • Give ability to skip question if responses don’t apply • Add visual options if appropriate to aid comprehension and increase ease of use • Provide mutually exclusive responses where appropriate 13
  14. 14. boston upa Valid Questions and Responses Key to Module Success 14
  15. 15. boston upa Build Trust by Recognizing Brand Position and Adapting Accordingly Findings • High degree of skepticism for guided selling modules for “own-brand” products • Cross-brand aggregators have higher inherent credibility • Increase trust by showing tradeoffs and impact of question responses • Present rationale and options for “results” pages that recommend most expensive options 15
  16. 16. boston upa Build Trust by Recognizing Brand Position and Adapting Accordingly 16
  17. 17. boston upa Build For Learning, Finding, or Recommending Learning Finding Recommending • Branching based • Speed, • Personalized but on visitor needs navigational not overly • Explaining and flexibility and personal education within indication of • Highly dependent context of progress on result set experience • Need for filtering • Success with • High degree of and narrowing higher numbers personalization post results of results • Interactive “sales” • Research and experience reviews 17
  18. 18. boston upa For Learning Experience, Give Control of Pace Findings • Options to progressively learn and branch OK, in fact, helpful • Multi-media less effort for learning than reading • User research and personas can inform learning levels 18
  19. 19. boston upa Give Visitor Control of Learning Experience 19
  20. 20. boston upa “Results” Page: Be Mindful of Visitor Stage Awareness Consider Preference Purchase Retention • Offer value and • Feature-based build personal comparisons relationship • Clear, intuitive • Printed or conversion path emailed • Highlight collateral, online differentiators bookmarks, etc. • Add-ons and cross sells 20
  21. 21. boston upa “Results” Page: Be Mindful of Visitor Stage 21
  22. 22. boston upa “Results” Page: Show Impact of Responses Findings • End results should indicate impact of responses • Men gravitate towards comparison charts • Consider number of results depending on domain 22
  23. 23. boston upa Summary Findings • Perceived Speed Most Important Navigational Factor • Use Video with Caution, Leverage Audio to Enhance Experience • Valid Questions and Responses Key to Module Success • Build Trust by Recognizing Brand Position and Adapting Accordingly • Build For Learning, Finding, or Recommending • For Learning Experience, Give Control of Pace • Show Impact of Responses on “Results” Page 23
  24. 24. boston upa Thank You Documentation Have a question? • Results and full presentation slides: Michael Hawley http://www.madpow.net mhawley@madpow.net @hawleymichael 603-436-7177 24
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