Creating Hard & Fast from Soft & Squishy

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Evangelize UX to clients by speaking their language--hard and fast numbers that demonstrate ROI. See how to get beyond the yeah yeah yeahs, quantify "fluff", and align user goals with measurements of …

Evangelize UX to clients by speaking their language--hard and fast numbers that demonstrate ROI. See how to get beyond the yeah yeah yeahs, quantify "fluff", and align user goals with measurements of success.

Presented by Margot Bloomstein (ISITE Design) at the MITX UX breakfast panel May 19, 2009.

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  • 1. Creating hard & fast from soft & squishy Created for the MITX User Experience Series Margot Bloomstein | May 19, 2009
  • 2. A full-service interactive agency comprising 60 strategy, design, and development folks in Portland, Cambridge, Dallas since 1997
  • 3. UX starts with…
  • 4. UX starts with… you!*
  • 5. UX starts with… you!* *except not really.
  • 6. *except not really: UX starts with… customers
  • 7. *except not really: UX starts with… “users”
  • 8. *except not really: UX starts with… delivery drivers
  • 9. *except not really: UX starts with… women shopping
  • 10. *except not really: UX starts with… women shopping for themselves
  • 11. *except not really: UX starts with… women shopping for their partners &
  • 12. *except not really: UX starts with… women shopping for their partners & kids & classrooms
  • 13. *except not really: UX starts with… women shopping for their partners & kids & classrooms
  • 14. *except not really: UX starts with… elderly investors
  • 15. *except not really: UX starts with… 20-something rich kids
  • 16. *except not really: UX starts with… urban hipsters
  • 17. *except not really: UX starts with… first-time homebuyers
  • 18. *except not really: UX starts with… parents with sick kids
  • 19. *except not really: UX starts with… potential donors
  • 20. *except not really: UX starts with… college young alumni still in New England
  • 21. *except not really: UX starts with… gamers fluent in the writings of Ayn Rand
  • 22. WTF do they want?!
  • 23. Why does it matter?
  • 24. How do you get me to care?
  • 25. Get beyond the yeah yeah yeahs Quantify “fluff” on the cheap Measure success by user goals
  • 26. Yeah, yeah, yeahs… http://www.flickr.com/photos/ginger82/3064448895
  • 27. We can’t afford that We already know our users We don’t have time for that
  • 28. We can’t afford that
  • 29. What’s the real cost of not doing it? We can’t afford that
  • 30. What’s the real cost of risk? We can’t afford that
  • 31. Adding a blog Design a template: 12 hours We can’t afford that
  • 32. Adding a blog Design a Research & template: draft copy: 12 hours 3 hours We can’t afford that
  • 33. Adding a blog Design a Research & Talking it template: draft copy: up: 12 hours 3 hours 2 hours We can’t afford that
  • 34. Adding a blog Design a template: 12 hours ( Research & draft copy: 3 hours up: 2 hours ) Talking it 4 times We can’t afford that
  • 35. Adding a blog 32 hours @ $125/hour We can’t afford that
  • 36. Adding a blog $4000 and lost opportunity cost We can’t afford that!
  • 37. “ If something’s worth doing, it’s worth doing well.”
  • 38. “ If something’s worth doing, it’s worth doing well.” So, who defines “ well?”
  • 39. make me read more “ well?”
  • 40. make me read less “ well?”
  • 41. show me more options “ well?”
  • 42. get me excited for the next release! “ well?”
  • 43. “ Well” takes metrics.
  • 44. Quantify “fluff” on the cheap
  • 45. http://www.flickr.com/photos/calliope/282246695
  • 46. fluffy
  • 47. 800 fill power 18 ounces 325 thread ct. case
  • 48. “ Well” is measured in numbers.
  • 49. “ Well” is measured in numbers. survey!
  • 50. “ Well” is measured in numbers. conduct group interviews
  • 51. “ Well” is measured in numbers. go fast & cheap!
  • 52. How did you finance the purchase? How did you How did you get the money? choose a lender?
  • 53. Get reportable, quantitative results.
  • 54. Hitch your wagon to their star http://www.flickr.com/photos/dawilson/2623785708
  • 55. Align user goals with measurements of success.
  • 56. Align user goals with measurements of success. Reach users’ goals, and your clients will hit their targets in the process.
  • 57. Behavioral goals: Spend 50% less time on the site Conversion metric: 30% increase in visitor conversions Tactics: Trim self-help content and offer phone number to increase calls Tweakable tactics, quantitative numbers
  • 58. Understanding them starts with you. Tie user metrics Result: to measurements Happy, engaged, of success. and eager for more!
  • 59. Thank you! Margot Bloomstein mbloomstein@isitedesign.com @mbloomstein Presentation © 2009 Margot Bloomstein; all images © 2009 Margot Bloomstein except where noted.