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Designing   Outcomes   For Usability The Future of UX & Analytics Marko Hurst,  Director of User Experience Blog:   MarkoH...
Search Analytics  ‘the book’ The next step in UX & Business. Bringing quals & quants together.
You Can Expect To Lean <ul><li>Experience design framework </li></ul><ul><ul><li>Overview  </li></ul></ul><ul><li>Online b...
What Is Meant By  Designing   Outcomes <ul><li>Design(ing) </li></ul><ul><ul><li>To intend for a definite purpose </li></u...
They Create… <ul><li>“ An  experience Design  decision-making framework that utilizes online business models and data feed...
They Create… <ul><li>“ An experience Design  decision-making framework  that utilizes online business models and data feed...
They Create… <ul><li>“ An experience Design decision-making framework that  utilizes   online business models  and data fe...
They Create… I PROMISE 4 THINGS TONIGHT. <ul><li>“ An experience Design decision-making framework that utilizes online bus...
They Create… <ul><li>“ An experience Design decision-making framework that utilizes online business models and data feedba...
They Create… <ul><li>“ An experience Design decision-making framework that utilizes online business models and data feedba...
Decision-Making Barriers To Entry <ul><li>http://www.flickr.com/photos/tomspender/2318892668/ </li></ul>
Working Together In Silos Will the real Slim Shady pleas stand up? 1 2 3 4 5 6 Prefer 95% statistical difference Not train...
Decision Making - Who’s Right? Who’s Wrong? “ Our corporate colors are  “color 1 & color 2”  and are the background color ...
Outcomes Worksheet Assumes your online business model is already identified
Framework A Basic Structure <ul><li>http://www.bisforbone.com/human_skeleton.jpg </li></ul>
This is NOT and We Don’t Need Another… Tools you see today, that you can use tomorrow  Process Methodology
What We Need  <ul><li>Identify TRUE business goals </li></ul><ul><ul><li>How to move the business “up & to the right” </li...
Designing  Outcomes  Framework Outcomes Data Data Data Adapted from Avinash Kaushik’s Trinity Strategy Framework Data & de...
Designing  Outcomes  Framework Outcomes Data Data Data 1. Goals ID <ul><li>“ Business Requirements”   </li></ul><ul><ul><l...
Designing  Outcomes  Framework 1. Goals ID <ul><li>“ Business Requirements”   </li></ul><ul><ul><li>Strategy </li></ul></u...
Designing  Outcomes  Framework 1. Goals ID <ul><li>“ Business Requirements”   </li></ul><ul><ul><li>Strategy </li></ul></u...
Outcomes Desired Results <ul><li>http://www.flickr.com/photos/valpopando/2125883501/ </li></ul>
<ul><li>eCommerce </li></ul><ul><ul><li>Buy now </li></ul></ul><ul><ul><li>Reoccurring  </li></ul></ul>Online Business Mod...
Establish Goals  <ul><li>Provide clearly defined AND quantifiable objectives  </li></ul>“ Increase customer satisfaction b...
Lead Gen: Trial - Applied Measure, Monitor, & Optimize
Attention “Brands” <ul><li>If your goals include… </li></ul><ul><ul><li>Awareness, consideration, preference, purchase, re...
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 <ul><li>Overall conversion  </li></ul><ul><li>Conversion by campaigns </li></ul><ul><li>Drivers to re...
Lead Generation: Trial - Scenario Analysis Example Reporting vs. Analysis.  Test  Scenario Analysis against User Testing. ...
Lead Generation: Trial - Multivariate Testing <ul><li>Why Test? </li></ul>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  <ul><li>3 Simple Questions </li></ul><ul><li>What is the purpose of your visit to our website today? </li>...
Keywords Visitor Confessions
Much More Than SEO https://adwords.google.com/select/KeywordToolExternal Use to improve copy/content, usability, search, p...
Functionalism Form Always Follows Function <ul><li>http://www.flickr.com/photos/jburgin/2981528844/ </li></ul>
How Do You Measure A Macro & Micro Actions? <ul><li>Ask yourself… </li></ul><ul><ul><li>What is the function(s) of the sit...
Most Common Functional Types <ul><li>Billboards  </li></ul><ul><li>Closers  </li></ul><ul><li>Completers  </li></ul><ul><l...
Functionalism Example: Tide Step 2 - Explainer Step 3 - Converter Step 1 - Engager/Router Step 4 (G1) - Completer
Functionalism Example: Converter <ul><li>Functional Description:  Pages that are part of whatever is necessary to gather i...
All Together Now Recap
How It All Ties Together <ul><li>When success metrics are known & established before you start… </li></ul><ul><ul><li>Pred...
Put it all together, you get…
Thank   You   Marko Hurst Director of User Experience Blog:   MarkoHurst .com Contact:   [email_address] Blog:   Rosenfeld...
Resources & URLs <ul><li>Me: </li></ul><ul><ul><li>MarkoHurst.com, Insightful Analytics </li></ul></ul><ul><ul><li>Rosenfe...
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Designing Outcomes For Usability Nycupa Hurst Final

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MarkoHurst.com :: My topic of discussion at the Feb 17 2009 NYC UPA.

Even as the pace of society, business, and the Internet continue to increase, many budgets and time lines continue to decrease. To compound this issue, there is a serious disconnect between business goals, user goals, and what visitors actually do on your site. UX practitioners need a simple and efficient way to reconcile these diverse needs while taking action on their data. Join us to learn about a new method for incorporating quantitative data such as web analytics and business intelligence into your qualitative user experience deliverables: personas, wireframes, and more. This presentation will include discussions of online business models, feedback loops for ensuring cross-discipline collaboration, and ongoing revisions.

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Transcript of "Designing Outcomes For Usability Nycupa Hurst Final"

  1. 1. 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
  2. 2. Search Analytics ‘the book’ The next step in UX & Business. Bringing quals & quants together.
  3. 3. You Can Expect To Lean <ul><li>Experience design framework </li></ul><ul><ul><li>Overview </li></ul></ul><ul><li>Online business models </li></ul><ul><ul><li>4 types </li></ul></ul><ul><li>Tools to help you, clients, & visitors achieve their goals </li></ul><ul><ul><li>Outcomes Worksheet </li></ul></ul><ul><ul><li>Monetization Model </li></ul></ul><ul><li>Incorporating qual/quant data </li></ul><ul><ul><li>Testing </li></ul></ul><ul><ul><li>Scenario Analysis </li></ul></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>Surveys </li></ul></ul><ul><ul><li>Functionalism </li></ul></ul>
  4. 4. What Is Meant By Designing Outcomes <ul><li>Design(ing) </li></ul><ul><ul><li>To intend for a definite purpose </li></ul></ul><ul><li>Outcome(s) </li></ul><ul><ul><li>Final product or end result </li></ul></ul>And “knowing is 1/2 the battle”
  5. 5. They Create… <ul><li>“ An experience Design decision-making framework that utilizes online business models and data feedback loops to consistently achieve desired Outcomes.” </li></ul>
  6. 6. They Create… <ul><li>“ An experience Design decision-making framework that utilizes online business models and data feedback loops to consistently achieve desired Outcomes.” </li></ul>
  7. 7. They Create… <ul><li>“ An experience Design decision-making framework that utilizes online business models and data feedback loops to consistently achieve desired Outcomes.” </li></ul>
  8. 8. They Create… I PROMISE 4 THINGS TONIGHT. <ul><li>“ An experience Design decision-making framework that utilizes online business models and data feedback loops to consistently achieve desired Outcomes.” </li></ul>
  9. 9. They Create… <ul><li>“ An experience Design decision-making framework that utilizes online business models and data feedback loops to consistently achieve desired Outcomes.” </li></ul>
  10. 10. They Create… <ul><li>“ An experience Design decision-making framework that utilizes online business models and data feedback loops to consistently achieve desired Outcomes .” </li></ul>Yes, you can quote me.
  11. 11. Decision-Making Barriers To Entry <ul><li>http://www.flickr.com/photos/tomspender/2318892668/ </li></ul>
  12. 12. 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
  13. 13. 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
  14. 14. Outcomes Worksheet Assumes your online business model is already identified
  15. 15. Framework A Basic Structure <ul><li>http://www.bisforbone.com/human_skeleton.jpg </li></ul>
  16. 16. This is NOT and We Don’t Need Another… Tools you see today, that you can use tomorrow Process Methodology
  17. 17. What We Need <ul><li>Identify TRUE business goals </li></ul><ul><ul><li>How to move the business “up & to the right” </li></ul></ul><ul><li>Effective decision-making </li></ul><ul><ul><li>Align strategy, “the big idea”, etc. through execution </li></ul></ul><ul><ul><li>Actionable data </li></ul></ul><ul><ul><li>“ One document to rule them all” </li></ul></ul><ul><li>Unify and leverage multiple data sources </li></ul><ul><ul><li>Qualitative & quantitative </li></ul></ul><ul><ul><li>Feedback loops for both roles & deliverables </li></ul></ul>The hair on the back of your neck stands up in anticipation <ul><li>A simple framework that everyone can use to… </li></ul>
  18. 18. Designing Outcomes Framework Outcomes Data Data Data Adapted from Avinash Kaushik’s Trinity Strategy Framework Data & decisions past from one group to the next
  19. 19. Designing Outcomes Framework Outcomes Data Data Data 1. Goals ID <ul><li>“ Business Requirements” </li></ul><ul><ul><li>Strategy </li></ul></ul><ul><ul><li>Tactics </li></ul></ul><ul><ul><li>Channel Mix </li></ul></ul><ul><ul><li>Budget </li></ul></ul>Data & decisions past from one group to the next Adapted from Avinash Kaushik’s Trinity Strategy Framework
  20. 20. Designing Outcomes Framework 1. Goals ID <ul><li>“ Business Requirements” </li></ul><ul><ul><li>Strategy </li></ul></ul><ul><ul><li>Tactics </li></ul></ul><ul><ul><li>Channel Mix </li></ul></ul><ul><ul><li>Budget </li></ul></ul>Outcomes Data Data Data 2. Qualitative <ul><li>“ Visitor Motivations” </li></ul><ul><ul><li>Research </li></ul></ul><ul><ul><li>UX Brief </li></ul></ul><ul><ul><li>Wireframes </li></ul></ul><ul><ul><li>Personas </li></ul></ul>Data & decisions past from one group to the next Adapted from Avinash Kaushik’s Trinity Strategy Framework
  21. 21. Designing Outcomes Framework 1. Goals ID <ul><li>“ Business Requirements” </li></ul><ul><ul><li>Strategy </li></ul></ul><ul><ul><li>Tactics </li></ul></ul><ul><ul><li>Channel Mix </li></ul></ul><ul><ul><li>Budget </li></ul></ul>2. Qualitative <ul><li>“ Visitor Motivations” </li></ul><ul><ul><li>User Goals </li></ul></ul><ul><ul><li>Ethnography </li></ul></ul><ul><ul><li>Wireframes </li></ul></ul><ul><ul><li>Personas </li></ul></ul>3. Quantitative <ul><li>“ Intent & Inferences” </li></ul><ul><ul><li>Scenario Analysis </li></ul></ul><ul><ul><li>Segmentation </li></ul></ul><ul><ul><li>Actions </li></ul></ul><ul><ul><li>Search </li></ul></ul>Outcomes Data Data Data Data & decisions past from one group to the next Adapted from Avinash Kaushik’s Trinity Strategy Framework
  22. 22. Outcomes Desired Results <ul><li>http://www.flickr.com/photos/valpopando/2125883501/ </li></ul>
  23. 23. <ul><li>eCommerce </li></ul><ul><ul><li>Buy now </li></ul></ul><ul><ul><li>Reoccurring </li></ul></ul>Online Business Models Every decision you make is based on your business model(s) <ul><li>NOTE: </li></ul><ul><li>Each business model comes “complete” with it’s own inherent KPIs </li></ul><ul><li>Most sites fall into at least 2 models </li></ul><ul><li>Content </li></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Subscription </li></ul></ul><ul><li>Lead Gen </li></ul><ul><ul><li>Data Collection </li></ul></ul><ul><ul><li>Branding </li></ul></ul><ul><li>Support/Customer Care </li></ul>
  24. 24. Establish Goals <ul><li>Provide clearly defined AND quantifiable objectives </li></ul>“ 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 <ul><ul><li>Establish a baseline </li></ul></ul><ul><ul><ul><li>Where are we now? </li></ul></ul></ul><ul><ul><li>Set a goal </li></ul></ul><ul><ul><ul><li>Where do we want to be? </li></ul></ul></ul><ul><ul><li>Optimization </li></ul></ul><ul><ul><ul><li>How will we get there? </li></ul></ul></ul>
  25. 25. Lead Gen: Trial - Applied Measure, Monitor, & Optimize
  26. 26. Attention “Brands” <ul><li>If your goals include… </li></ul><ul><ul><li>Awareness, consideration, preference, purchase, repurchase/retention, etc. </li></ul></ul>You are simply losing opportunities, visitors, and customers to your competition. <ul><li>If you (want to) collect, provide, perform… </li></ul><ul><ul><li>PII (email, names, age, etc) </li></ul></ul><ul><ul><li>Samples </li></ul></ul><ul><ul><li>Coupons </li></ul></ul><ul><ul><li>CRM </li></ul></ul>thinking of your “website” as just a ‘brand website’!
  27. 27. Lead Generation: Trial Example How successful were you? How much better could it be? Step 2 Step 3 Step 1 Step 4 (G1)
  28. 28. Lead Generation KPIs <ul><li>Overall conversion </li></ul><ul><li>Conversion by campaigns </li></ul><ul><li>Drivers to registration process </li></ul><ul><li>Step-by-step conversion analysis via the registration process </li></ul><ul><li>Analysis of registration process dropouts </li></ul><ul><li>Conversion of leads to actual customers </li></ul>How do you know if you are successful?
  29. 29. Lead Generation: Trial - Scenario Analysis Example Reporting vs. Analysis. Test Scenario Analysis against User Testing. Tie back to wireframes, personas, & segments.
  30. 30. Lead Generation: Trial - Multivariate Testing <ul><li>Why Test? </li></ul>You are NOT smarter than optimization technologies
  31. 31. Lead Generation: Trial - Monetization Model The proof is in the pudding
  32. 32. Surveys Tying Motivation To Clickstream
  33. 33. Simple Surveys <ul><li>3 Simple Questions </li></ul><ul><li>What is the purpose of your visit to our website today? </li></ul><ul><li>Were you able to complete your task today? </li></ul><ul><li>If you were not able to complete your task today, why not? </li></ul>http://4q.iperceptions.com 1) With enough qualitative data it becomes quantifiable. 2) Tie clickstream data to segmentation, personas, business decisions. <ul><li>4 Great Insights </li></ul><ul><li>Who is coming to your website? </li></ul><ul><li>Why are they there? </li></ul><ul><li>How are you doing? </li></ul><ul><li>What do you need to fix? </li></ul>
  34. 34. Keywords Visitor Confessions
  35. 35. Much More Than SEO https://adwords.google.com/select/KeywordToolExternal Use to improve copy/content, usability, search, personas, etc. Don’t forget to optimize!
  36. 36. Functionalism Form Always Follows Function <ul><li>http://www.flickr.com/photos/jburgin/2981528844/ </li></ul>
  37. 37. How Do You Measure A Macro & Micro Actions? <ul><li>Ask yourself… </li></ul><ul><ul><li>What is the function(s) of the site? </li></ul></ul><ul><ul><ul><li>Derived from your business model(s) & goals ID </li></ul></ul></ul><ul><ul><li>What is the function of each page/screen? </li></ul></ul><ul><ul><ul><li>Rigorous classification of the pages/screens on the entire site </li></ul></ul></ul><ul><ul><li>What is the function of every component on the page/screen? </li></ul></ul><ul><ul><ul><li>Navigation, copy, button, images, etc. </li></ul></ul></ul>Functionalism
  38. 38. Most Common Functional Types <ul><li>Billboards </li></ul><ul><li>Closers </li></ul><ul><li>Completers </li></ul><ul><li>Converters </li></ul><ul><li>Convincers </li></ul><ul><li>Engagers </li></ul><ul><li>Explainers </li></ul><ul><li>Informers </li></ul><ul><li>Reassures </li></ul><ul><li>Routers </li></ul><ul><li>Sponsors </li></ul><ul><li>Tools </li></ul>12 most common
  39. 39. Functionalism Example: Tide Step 2 - Explainer Step 3 - Converter Step 1 - Engager/Router Step 4 (G1) - Completer
  40. 40. Functionalism Example: Converter <ul><li>Functional Description: Pages that are part of whatever is necessary to gather information/agreements and get a finished lead/sale/transaction. </li></ul><ul><li>Sample Type: Shopping Cart, Fill-in forms, etc </li></ul><ul><li>Functional KPI’s: </li></ul><ul><ul><li>Step-Drop off </li></ul></ul><ul><ul><li>Exit Rate </li></ul></ul><ul><ul><li>Affiliated Content Exit Rate </li></ul></ul><ul><ul><li>Re-Assurer Exit Rate </li></ul></ul><ul><ul><li>Avg. Step Time </li></ul></ul><ul><ul><li>In-field drop off </li></ul></ul><ul><ul><li>Cross-Session Step-Drop Rate </li></ul></ul><ul><li>www.semphonic.com/resources/wpaper_005.pdf </li></ul>Business, UX, & Analytics design & measure against the same metrics <ul><li>www.target.com </li></ul>Step 3 - Converter
  41. 41. All Together Now Recap
  42. 42. How It All Ties Together <ul><li>When success metrics are known & established before you start… </li></ul><ul><ul><li>Predetermined KPIs & quantified goals </li></ul></ul><ul><ul><ul><li>Business model </li></ul></ul></ul><ul><ul><ul><li>Outcomes worksheet </li></ul></ul></ul><ul><ul><ul><li>Functionalism </li></ul></ul></ul><ul><li>When all decisions adhere to that criteria… </li></ul><ul><ul><li>Does each decision HELP or HARM our business model? </li></ul></ul><ul><ul><li>Does everything map to and align across the board? </li></ul></ul><ul><li>Your project success rate increases and your spend decreases dramatically! </li></ul>Ahhhh… warm & fuzzy
  43. 43. Put it all together, you get…
  44. 44. 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
  45. 45. Resources & URLs <ul><li>Me: </li></ul><ul><ul><li>MarkoHurst.com, Insightful Analytics </li></ul></ul><ul><ul><li>RosenfeldMedia.com, Search Analytics book blog </li></ul></ul><ul><ul><li>twitter.com/markohurst </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Keywords: https://adwords.google.com/select/KeywordToolExternal </li></ul><ul><li>Functionalism: http://www.semphonic.com/CSFunctional.aspx </li></ul>
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