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…

They Create… I PROMISE 4 THINGS TONIGHT.

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