0
Creating hard & fast
from soft & squishy


Created for the MITX User Experience Series
Margot Bloomstein | May 19, 2009
A full-service
interactive agency
comprising 60 strategy, design,
and development folks in
Portland, Cambridge, Dallas
sin...
UX starts with…
UX starts with…

        you!*
UX starts with…

                      you!*
*except not really.
*except not really:
          UX starts with…


        customers
*except not really:
          UX starts with…


          “users”
*except not really:
          UX starts with…


     delivery drivers
*except not really:
          UX starts with…


    women shopping
*except not really:
          UX starts with…


    women shopping
     for themselves
*except not really:
          UX starts with…


    women shopping
   for their partners &
*except not really:
          UX starts with…


    women shopping
   for their partners &
   kids & classrooms
*except not really:
          UX starts with…


    women shopping
   for their partners &
   kids & classrooms
*except not really:
          UX starts with…


    elderly investors
*except not really:
          UX starts with…


20-something rich kids
*except not really:
          UX starts with…


      urban hipsters
*except not really:
          UX starts with…


 first-time homebuyers
*except not really:
          UX starts with…


 parents with sick kids
*except not really:
          UX starts with…


    potential donors
*except not really:
          UX starts with…


 college young alumni
  still in New England
*except not really:
          UX starts with…


  gamers fluent in the
  writings of Ayn Rand
WTF do they want?!
Why does it matter?
How do you get me to care?
Get beyond the yeah yeah yeahs
Quantify “fluff” on the cheap
Measure success by user goals
Yeah, yeah, yeahs…


     http://www.flickr.com/photos/ginger82/3064448895
We can’t afford that
We already
know our users               We don’t have
                             time for that
We can’t afford that
What’s the real cost
of not doing it?



We can’t afford that
What’s the real cost
of risk?



We can’t afford that
Adding a blog

Design a
template:
12 hours

            We can’t afford that
Adding a blog

Design a    Research &
template:   draft copy:
12 hours    3 hours

                We can’t afford that
Adding a blog

Design a    Research &    Talking it
template:   draft copy:   up:
12 hours    3 hours       2 hours

     ...
Adding a blog

Design a
template:
12 hours    (   Research &
                draft copy:
                3 hours
         ...
Adding a blog

32 hours @ $125/hour

  We can’t afford that
Adding a blog

$4000 and lost
opportunity cost
   We can’t afford that!
“ If something’s
  worth doing,
  it’s worth doing
  well.”
“ If something’s
  worth doing,
  it’s worth doing
  well.”

  So, who defines
“ well?”
make me read more

    “ well?”
make me read less

    “ well?”
show me more options

     “ well?”
get me excited for the
    next release!
      “ well?”
“ Well” takes metrics.
Quantify “fluff” on the
        cheap
http://www.flickr.com/photos/calliope/282246695
fluffy
800 fill power
18 ounces
325 thread ct. case
“ Well” is measured
  in numbers.
“ Well” is measured
  in numbers.



 survey!
“ Well” is measured
  in numbers.



 conduct group
 interviews
“ Well” is measured
  in numbers.



 go fast & cheap!
How did you finance
           the purchase?




How did you
                         How did you
get the money?
         ...
Get reportable,
quantitative results.
Hitch your wagon
   to their star

    http://www.flickr.com/photos/dawilson/2623785708
Align user goals
with measurements
of success.
Align user goals
with measurements
of success.

Reach users’ goals,
and your clients
will hit their targets
in the process.
Behavioral goals:
Spend 50% less time on the site

Conversion metric:
30% increase in visitor
conversions

Tactics:
Trim s...
Understanding
them starts with
you.

Tie user metrics
      Result:
to measurements
      Happy, engaged,
of success.
    ...
Thank you!
Margot Bloomstein
mbloomstein@isitedesign.com
@mbloomstein

Presentation © 2009 Margot Bloomstein;
all images ©...
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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 success.

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

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Transcript of "Creating Hard & Fast from Soft & Squishy"

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