Erin everhart mining user data - ses chicago 2013

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  • 3. Reaching out to customers gives them a great sense of involvement and loyalty. They want to feel important and valued.
  • Asking users, however inexperienced they are with web design, to sort these navigation items or elements on a page in the order that they think is most logical.
  • ForSee
  • Erin everhart mining user data - ses chicago 2013

    1. 1. Making Money Is Easy: Just Give Your Users What They Want SES Chicago 2013 @erinever 352media.com @352inc
    2. 2. Your users are pretty cool. SES Chicago 2013 @erinever 352media.com @352inc
    3. 3. But you are not your users. SES Chicago 2013 @erinever 352media.com @352inc
    4. 4. You can’t see the whole picture. SES Chicago 2013 @erinever 352media.com @352inc
    5. 5. Here’s your new engine! What car is this bad boy for? SES Chicago 2013 @erinever 352media.com @352inc
    6. 6. The Cutie-Patootie SX Well, damn. SES Chicago 2013 @erinever 352media.com @352inc
    7. 7. There’s an easy way to avoid this. SES Chicago 2013 @erinever 352media.com @352inc
    8. 8. Listen to your users. SES Chicago 2013 @erinever 352media.com @352inc
    9. 9. They just want to be heard. SES Chicago 2013 @erinever 352media.com @352inc
    10. 10. Sketch Personas SES Chicago 2013 @erinever 352media.com @352inc
    11. 11. Who should be there? SES Chicago 2013 @erinever 352media.com @352inc
    12. 12. 1) List all the users of your site. Example: Enterprise Clients, Start-ups, Job Seekers, Competitors, Industry Peers, Press SES Chicago 2013 @erinever 352media.com @352inc
    13. 13. 2) Situations why they come to your site. Example: I’m a marketing director vetting out this company for a potential project. Example: I’m a college student looking for internships at this company. SES Chicago 2013 @erinever 352media.com @352inc
    14. 14. 3) Create “I want/I need” statements. A marketing director vetting out this company  I want to learn more about your services. A college student looking for internships at this company  I want to work for this company. SES Chicago 2013 @erinever 352media.com @352inc
    15. 15. 4) Look for patterns. “Would this person wanting this also want this?” I want to see how our work compares to their work. (1) I want to work for this company. (2) I want to see current job openings. (2) I need to see examples of their work. (1) (2) (3) I want to learn more about their process. (3) I need to read testimonials from my peers. (3) I want to learn more about their services. (1) (2) (3) I want to read what this company has been up to. (1) (2) (3) I need to contact this company. (2) (3) SES Chicago 2013 @erinever 352media.com @352inc
    16. 16. These become your persona sketches 1) Competitor Caryn I want to see how our work compares to their work. I need to see examples of their work. I want to learn more about their services. I want to read what this company has been up to. 2) Career-Driven Carrie I want to work for this company. I want to see current job openings. I need to see examples of their work. I want to learn more about their services. I want to read what this company has been up to. I need to contact this company. 3) Marketing Director Mary I need to see examples of their work. I want to learn more about their process. I need to read testimonials from my peers. I want to learn more about their services. I want to read what this company has been up to. I need to contact this company. SES Chicago 2013 @erinever 352media.com @352inc
    17. 17. If you give them what they want SES Chicago 2013 @erinever 352media.com @352inc
    18. 18. They’ll probably convert SES Chicago 2013 @erinever 352media.com @352inc
    19. 19. And that means more money for you SES Chicago 2013 @erinever 352media.com @352inc
    20. 20. But of course, validate this with data SES Chicago 2013 @erinever 352media.com @352inc
    21. 21. Card sorts SES Chicago 2013 @erinever 352media.com @352inc
    22. 22. Surveys Survey Monkey Hello Bar Pop ups Embeds SES Chicago 2013 @erinever 352media.com @352inc
    23. 23. Interviews SES Chicago 2013 @erinever 352media.com @352inc
    24. 24. But what do I ask them? How do you shop for this product? When do you use this product? If you were looking for this product online but didn’t know the name of it, what would you search for? What problem do you have that this product could solve? What do you look for in these types of products? SES Chicago 2013 @erinever 352media.com @352inc
    25. 25. Testing is the real fun part. SES Chicago 2013 @erinever 352media.com @352inc
    26. 26. Start small “The best results come from testing no more than 5 users, and running as many small tests as you can afford. 5 users will uncover 85% of the usability problems in your site.” - Jakob Nielsen SES Chicago 2013 @erinever 352media.com @352inc
    27. 27. Guerilla testing SES Chicago 2013 @erinever 352media.com @352inc
    28. 28. Remote testing SES Chicago 2013 @erinever 352media.com @352inc
    29. 29. Moderated testing SES Chicago 2013 @erinever 352media.com @352inc
    30. 30. Let’s see one in action. SES Chicago 2013 @erinever 352media.com @352inc
    31. 31. Sounds great, but I have no resources. SES Chicago 2013 @erinever 352media.com @352inc
    32. 32. Visual Website Optimizer SES Chicago 2013 @erinever 352media.com @352inc
    33. 33. Visual Website Optimizer SES Chicago 2013 @erinever 352media.com @352inc
    34. 34. Usertesting.com SES Chicago 2013 @erinever 352media.com @352inc
    35. 35. So, what can you expect? SES Chicago 2013 @erinever 352media.com @352inc
    36. 36. SES Chicago 2013 @erinever 352media.com @352inc
    37. 37. But really, what’s the ultimate goal? SES Chicago 2013 @erinever 352media.com @352inc
    38. 38. To make your users ecstatically happy SES Chicago 2013 @erinever 352media.com @352inc
    39. 39. Every $1 invested in UX yields $100 return. Bias & Mayhew, 1994 SES Chicago 2013 @erinever 352media.com @352inc
    40. 40. Thank you! SES Chicago 2013 @erinever 352media.com @352inc
    41. 41. Image Credits & Sources Images http://eatathomecooks.com/wp-content/uploads/2009/06/macaroni-and-cheese-done-1024x680.jpg http://upload.wikimedia.org/wikipedia/commons/7/79/Cummins_Engine_(LKW).jpg http://media.treehugger.com/assets/images/2011/10/how-smart-is-the-smart-car-image.jpg http://www.smh.com.au/entertainment/music/overactive-hormones-and-cunning-marketers-direct-teen-frenzy-over-boy-band-20120412-1wvfq.html http://i1.ytimg.com/vi/xhNLeLBqe6c/maxresdefault.jpg http://www.ootpdevelopments.com/board/attachments/ootp-14-general-discussions/281234d1365251218-i-m-so-excited-can-t-wait-excited_dog565.jpg https://i.chzbgr.com/imagestore/2012/7/16/4f3b4ab8-8c1e-40c5-bdb6-c7c9129c9312.jpg http://www.drterrywillard.com/wp-content/uploads/2013/04/happy-elephant.jpg http://www.geeksraisinggeeks.com/wp-content/uploads/2013/08/Bill-Nye-1.jpg http://thebutterflyefex.com/wp-content/uploads/2012/08/slide.jpg http://seoryangosling.tumblr.com/ http://inagorillacostume.com/wp-content/uploads/2011/04/New-toy-...-intrigued-gorilla-prods-iPad.jpg http://www.trendhunter.com/slideshow/latte-art http://www.bugbash.net/archives/comic/2005/07/usability-test-2.html http://ebmedia.eventbrite.com/s3-s3/eventlogos/3939243/631845868.jpg http://mypeted.com/wp-content/uploads/2013/04/smart-dog-Top-of-the-class_myZXT_r.jpg http://images2.wikia.nocookie.net/__cb20110106001308/himym/images/1/11/Perfect_week.png http://cdn.designinstruct.com/files/387-card_sorting_usability/01_card_sorting_participant.jpg http://27.media.tumblr.com/tumblr_kt0wpkDt7w1qzl8duo1_500.png http://2.bp.blogspot.com/-DeOGxaSZKqU/TpKu0O0MjJI/AAAAAAAAAVs/nJf426bn3Ik/s1600/confused.jpg http://jessicaivins.net/blog/20130311-What-I-Learned-From-Teaching-UX-Part-1.html http://farm1.static.flickr.com/135/323360628_bbf3a560fc.jpg http://vinaganda.com/wp-content/uploads/2010/01/usa2.jpg http://fc07.deviantart.net/fs5/i/2004/314/0/3/Etch_A_Sketch_Mona_Lisa_by_vurtpunk.jpg http://images5.fanpop.com/image/photos/30900000/The-Californians-saturday-night-live-30904547-625-350.jpg http://cdn.instantshift.com/media/uploads/2012/02/gewtw.jpg http://www.abcislandssportsbook.com/p/so-let-it-be-written-so-it-shall-be-done-lions-and Sources http://www.352media.com/blog/what-is-usability-testing-simple-tests-you-should-be-using-to-improve-your-business/ http://www.upassoc.org/usability_resources/usability_in_the_real_world/roi_of_usability.html SES Chicago 2013 @erinever 352media.com @352inc

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