An Engaging Experience: Customer-centered web design

An Engaging Experience Customer-centered Web Design Meg Houston Maker Director of External Information Services Dartmouth College site: megmaker.com blog: engagingexperience.com email: megmaker@megmaker.com

About me 2

Fundraising Sites 3

Other Sites 4

What is Customer-centered design?

Customer-centered design is not… 6

Bad design: Weather channel 7

Bad design: Weather channel 8

Bad design: AIGA not found 1 9

Bad design: AIGA not found 2 10

Bad design: Cooper Hewitt online tix 1 11

Bad design: Dell 14

Bad design: Dell 15

Maybe nobody… 16

Customer-centered design is… 17

Good design: Veer 18

Good design: BioEdOnline 19

Good design: Google maps 20

Good design: Leo Burnett 21

Customer-centered design is “a design philosophy and a process in which the needs, wants, and limitations of the end user… are given extensive attention at each stage of the design process… [it] tries to optimize the user interface around how people can, want, or need to work, rather than forcing the users to change how they work to accommodate the system or function.” http://en.wikipedia.org/wiki/User-centered_design 22

Customer-centered design impact is measurable Factors contributing to sales (or donations): Sales conversion from the search function • • Cross-sell conversion that occurs between online pages • Increase in percentage of transactions completed • Decrease in abandoned shopping carts Source: Scott Hirsch, “User Experience Accountability: Assessing Your Impact on Business Results” http://adaptivepath.com/publications/essays/archives/000276.php 23

For example, take the Staples.com redesign 67% more repeat customers • 31-45% reduced drop-off rates • 10% better shopping experience • 80% increased traffic • Increased revenue • Source: Human Factors International, 2001 24

Customer-centered design is also called: Experience design Look and feel User-centered design Goal-directed design Interaction design Defensive design Visitor experience End-to-end experience Interface design Human factors Information design Human-computer interaction Information architecture Usability Brand experience User-friendly design Product design Contextual design Visitor experience Consumer experience design See: http://www.adaptivepath.com/blog/2006/09/12/what-term-do-you-use-for-user-experience/ 25

Customer-centered design is also called: Experience design Look and feel User-centered design Goal-directed design Interaction design Defensive design Visitor experience End-to-end experience Interface design Human factors Information design Human-computer interaction Information architecture Usability Brand experience User-friendly design Product design Contextual design Visitor experience Consumer experience design See: http://www.adaptivepath.com/blog/2006/09/12/what-term-do-you-use-for-user-experience/ 26

Customer-centered Design and Usability 27

usable + useful + delightful = an engaging experience 30

“If web sites are to become consumer destinations, they will have to provide a memorable, quality experience that will entice people to come back. This is where branding comes into play; by identifying all the points of contact between the consumer and the site and defining how to deliver the right emotional experience at each one of those points of contact.” Marc Gobé, Emotional Branding 31

We go from talking about touchpoints… 32

…to talking about branding Dartmouth College 33

The Elements of User Experience -1 Source: Jesse James Garrett, The Elements of User Experience 34

The Elements of User Experience -2 Source: Jesse James Garrett, The Elements of User Experience 35

The Basis: Site Objectives and User Needs Site objectives = business goals User needs = customer goals 36

The Basis: Site Objectives and User Needs Site objectives = business goals Publication Strategy User needs = customer goals 37

Publication strategy Jugglezine.com “An unassuming e-zine about balancing work and life” BoingBoing.net “A directory of wonderful things” Epicurious.com “For people who love to eat” NPR’s Day to Day “Public radio’s daily digest of news and culture” 38

What about fundraising publication strategy? informational, marketing-driven, content-centric • • transactional, functionally-driven, fulfillment-oriented 39

What about fundraising publication strategy? engagement • • cultivation • solicitation • stewardship 40

Exclusively informational 41

Primarily informational 42

Primarily transactional 43

Structural: The Elements of User Experience -3 Source: Jesse James Garrett, The Elements of User Experience 44

The quality of the interaction design affects the customer’s overall experience “Not only do [shoppers] hate to wait, they also hate to feel negative emotions while they do it—like frustration at watching inefficiency, or anxiety wondering if they’re in the fastest line…. The memory of a good shopping trip can be wiped out by a bad experience in the checkout line.” Paco Underhill, Why We Buy: The Science of Shopping 45

Old DCF - 1 46

Old DCF - 2 47

Old DCF - 3 48

Old DCF - 4 49

Old DCF - 5 50

New DCF Gift Form - 1 51

GA: DCF Before 54

GA: DCF After 55

28% reduction in our abandonment rate … in two weeks 56

Page Level: The Elements of User Experience -4 Source: Jesse James Garrett, The Elements of User Experience 57

Jakob Nielsen's Law of Web User Experience: ”Users spend most of their time on other websites.\" http://www.useit.com/alertbox/9605.html 58

Eye tracking heatmaps http://www.useit.com/eyetracking/ 59

Eye tracking heatmaps: f-shaped browsing http://www.useit.com/eyetracking/ 60

Canonical forms 61

Cornell (interior) 62

Yale (interior) 63

Dartmouth (interior) 64

Integrating customer-centered design into your organization Understand the business value • Create a cross-functional web team and make them • accountable for success Collect good baseline data • Look for indicator metrics tied to the actions you want • Measure outcomes and continue tweaking • Evangelize success • Sources: Scott Hirsch, http://adaptivepath.com/publications/essays/archives/000338.php; Scott Hirsch, Peter Merholz, http://www.boxesandarrows.com/view/report_review_nielsen_norman_groups_usability_return_on_investment 65

Thank you Meg Houston Maker Director of External Information Services Dartmouth College site: megmaker.com blog: engagingexperience.com email: megmaker@megmaker.com

An Engaging Experience: Customer-centered web design

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