Designing Outcomes For Usability Nycupa Hurst Final

Designing Outcomes For Usability The Future of UX & Analytics Marko Hurst, Director of User Experience Blog: MarkoHurst .com Contact: [email_address] Blog: RosenfeldMedia .com Follow: twitter. com/markohurst

Search Analytics ‘the book’ The next step in UX & Business. Bringing quals & quants together.

You Can Expect To Lean
Experience design framework
Overview
Online business models
4 types
Tools to help you, clients, & visitors achieve their goals
Outcomes Worksheet
Monetization Model
Incorporating qual/quant data
Testing
Scenario Analysis
Keywords
Surveys
Functionalism

What Is Meant By Designing Outcomes
Design(ing)
To intend for a definite purpose
Outcome(s)
Final product or end result
And “knowing is 1/2 the battle”

They Create…
“ An experience Design decision-making framework that utilizes online business models and data feedback loops to consistently achieve desired Outcomes.”

They Create… I PROMISE 4 THINGS TONIGHT.

They Create…

They Create…
“ An experience Design decision-making framework that utilizes online business models and data feedback loops to consistently achieve desired Outcomes .”
Yes, you can quote me.

Decision-Making Barriers To Entry
http://www.flickr.com/photos/tomspender/2318892668/

Working Together In Silos Will the real Slim Shady pleas stand up? 1 2 3 4 5 6 Prefer 95% statistical difference Not trained to work with large data sets May or may not understand large &/or small data sets Scorecards, KPI reports, web analytics, business intelligence, etc. Visitor/user personas, wireframes, comps, development, etc. Brand architecture, marketing personas, creative brief, etc. Statistics, computer science, data mining, CRM Library science, psychology, design, computer science Business, marketing, finance Data focused (objective, behavioral) Visitor/user focused (subjective, attitudinal) Business/marketing focused Quantitative data (clickstream, KPIs) Qualitative data ( ethnography, user testing) Marketing Data (demographics, psychographics) Understand visitor actions (what) Understand visitor motivations (why) Understand consumers (visitors, not so much) Analytics UX Business

Decision Making - Who’s Right? Who’s Wrong? “ Our corporate colors are “color 1 & color 2” and are the background color on all our material. This includes the website.” ~Client “ Ohhhh we could so do that in Flash!” ~Creative Director “ We need to drive more traffic.” ~Client & Account Mgr “ Why do I need an IA? We’ll just reuse the copy from the package online” ~Client “ The client only cares about the number of Page Views.” ~Account Director “ But our user testing shows that users prefer “Buy Now” over “Add To Cart.” ~Information Architect “ We get to the ‘Product Detail Conversion Rate’ on page 127 of the (weekly) KPI report.” ~Data Analyst Knowing your online business model up-front will solve these (and any other) issues

Outcomes Worksheet Assumes your online business model is already identified

Framework A Basic Structure
http://www.bisforbone.com/human_skeleton.jpg

This is NOT and We Don’t Need Another… Tools you see today, that you can use tomorrow Process Methodology

What We Need
Identify TRUE business goals
How to move the business “up & to the right”
Effective decision-making
Align strategy, “the big idea”, etc. through execution
Actionable data
“ One document to rule them all”
Unify and leverage multiple data sources
Qualitative & quantitative
Feedback loops for both roles & deliverables
The hair on the back of your neck stands up in anticipation
A simple framework that everyone can use to…

Designing Outcomes Framework Outcomes Data Data Data Adapted from Avinash Kaushik’s Trinity Strategy Framework Data & decisions past from one group to the next

Designing Outcomes Framework Outcomes Data Data Data 1. Goals ID
“ Business Requirements”
Strategy
Tactics
Channel Mix
Budget
Data & decisions past from one group to the next Adapted from Avinash Kaushik’s Trinity Strategy Framework

Designing Outcomes Framework 1. Goals ID
Strategy
Tactics
Channel Mix
Budget
Outcomes Data Data Data 2. Qualitative
“ Visitor Motivations”
Research
UX Brief
Wireframes
Personas
Data & decisions past from one group to the next Adapted from Avinash Kaushik’s Trinity Strategy Framework

Designing Outcomes Framework 1. Goals ID
Strategy
Tactics
Channel Mix
Budget
2. Qualitative
“ Visitor Motivations”
User Goals
Ethnography
Wireframes
Personas
3. Quantitative
“ Intent & Inferences”
Scenario Analysis
Segmentation
Actions
Search
Outcomes Data Data Data Data & decisions past from one group to the next Adapted from Avinash Kaushik’s Trinity Strategy Framework

Outcomes Desired Results
http://www.flickr.com/photos/valpopando/2125883501/

eCommerce
Buy now
Reoccurring
Online Business Models Every decision you make is based on your business model(s)
NOTE:
Each business model comes “complete” with it’s own inherent KPIs
Most sites fall into at least 2 models
Content
Advertising
Subscription
Lead Gen
Data Collection
Branding
Support/Customer Care

Establish Goals
Provide clearly defined AND quantifiable objectives
“ Increase customer satisfaction by 7% across US market in the next 12 months via customer support” + Goal / + Quantifiable “ Capture 100K visitor emails via online coupons over 3 months on our “XYZ” microsite for our CRM program” + Goal / + Quantifiable “ Make my bonus” + Goal / - Quantifiable “ Clean simple design” - Goal / - Quantifiable A 3-part process
Establish a baseline
Where are we now?
Set a goal
Where do we want to be?
Optimization
How will we get there?

Lead Gen: Trial - Applied Measure, Monitor, & Optimize

Attention “Brands”
If your goals include…
Awareness, consideration, preference, purchase, repurchase/retention, etc.
You are simply losing opportunities, visitors, and customers to your competition.
If you (want to) collect, provide, perform…
PII (email, names, age, etc)
Samples
Coupons
CRM
thinking of your “website” as just a ‘brand website’!

Lead Generation: Trial Example How successful were you? How much better could it be? Step 2 Step 3 Step 1 Step 4 (G1)

Lead Generation KPIs
Overall conversion
Conversion by campaigns
Drivers to registration process
Step-by-step conversion analysis via the registration process
Analysis of registration process dropouts
Conversion of leads to actual customers
How do you know if you are successful?

Lead Generation: Trial - Scenario Analysis Example Reporting vs. Analysis. Test Scenario Analysis against User Testing. Tie back to wireframes, personas, & segments.

Lead Generation: Trial - Multivariate Testing
Why Test?
You are NOT smarter than optimization technologies

Lead Generation: Trial - Monetization Model The proof is in the pudding

Surveys Tying Motivation To Clickstream

Simple Surveys
3 Simple Questions
What is the purpose of your visit to our website today?
Were you able to complete your task today?
If you were not able to complete your task today, why not?
http://4q.iperceptions.com 1) With enough qualitative data it becomes quantifiable. 2) Tie clickstream data to segmentation, personas, business decisions.
4 Great Insights
Who is coming to your website?
Why are they there?
How are you doing?
What do you need to fix?

Keywords Visitor Confessions

Much More Than SEO https://adwords.google.com/select/KeywordToolExternal Use to improve copy/content, usability, search, personas, etc. Don’t forget to optimize!

Functionalism Form Always Follows Function
http://www.flickr.com/photos/jburgin/2981528844/

How Do You Measure A Macro & Micro Actions?
Ask yourself…
What is the function(s) of the site?
Derived from your business model(s) & goals ID
What is the function of each page/screen?
Rigorous classification of the pages/screens on the entire site
What is the function of every component on the page/screen?
Navigation, copy, button, images, etc.
Functionalism

Most Common Functional Types
Billboards
Closers
Completers
Converters
Convincers
Engagers
Explainers
Informers
Reassures
Routers
Sponsors
Tools
12 most common

Functionalism Example: Tide Step 2 - Explainer Step 3 - Converter Step 1 - Engager/Router Step 4 (G1) - Completer

Functionalism Example: Converter
Functional Description: Pages that are part of whatever is necessary to gather information/agreements and get a finished lead/sale/transaction.
Sample Type: Shopping Cart, Fill-in forms, etc
Functional KPI’s:
Step-Drop off
Exit Rate
Affiliated Content Exit Rate
Re-Assurer Exit Rate
Avg. Step Time
In-field drop off
Cross-Session Step-Drop Rate
www.semphonic.com/resources/wpaper_005.pdf
Business, UX, & Analytics design & measure against the same metrics
www.target.com
Step 3 - Converter

All Together Now Recap

How It All Ties Together
When success metrics are known & established before you start…
Predetermined KPIs & quantified goals
Business model
Outcomes worksheet
Functionalism
When all decisions adhere to that criteria…
Does each decision HELP or HARM our business model?
Does everything map to and align across the board?
Your project success rate increases and your spend decreases dramatically!
Ahhhh… warm & fuzzy

Put it all together, you get…

Thank You Marko Hurst Director of User Experience Blog: MarkoHurst .com Contact: [email_address] Blog: RosenfeldMedia .com Follow: twitter. com/markohurst Peace Out! Designing Outcomes

Resources & URLs
Me:
MarkoHurst.com, Insightful Analytics
RosenfeldMedia.com, Search Analytics book blog
twitter.com/markohurst
[email_address]
Keywords: https://adwords.google.com/select/KeywordToolExternal
Functionalism: http://www.semphonic.com/CSFunctional.aspx

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Designing Outcomes For Usability Nycupa Hurst Final

by Marko Hurst on Feb 18, 2009

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