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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Creating Hard & Fast from Soft & Squishy

  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.

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