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Refining & Designing Your Website


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For NAFCU Conference in Las Vegas March, 2010

Published in: Business, Technology, Design
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Refining & Designing Your Website

  1. 1. Designing&Refining NAFCU 2010 Strategic Growth Conference Your Web Presence To Improve Member Relationships Yvonne Garand, CLU, ChFU Michael Rawlins, CUA
  2. 2. ABOUT YVONNE... Yvonne Garand, CLU, ChFC Over 20 years in financial services VP, Marketing & Business Development Responsible for executing VSECU brand and web experience An old KISS fan 2
  3. 3. ABOUT MICHAEL... Michael Rawlins, Certified Usability Analyst Over 20 years of Fortune 100 company experience Director, User Experience, Open Solutions Inc. President, CT Usability Professionals Association Adjunct Professor at Manchester Community College I once had lots of hair... 3
  4. 4. WHY REDESIGN? This is your current site It’s not a good one... 4
  5. 5. THE DESIGN PROCESS Everything is cool in the beginning... 5
  7. 7. CAN YOU RELATE? Everyone is an expert... Really? 7
  8. 8. COLLABORATION... 8
  10. 10. WHAT HAPPENED? 10
  11. 11. THE SHIFT FROM... Build it and they will come! Really? How about this? Who are you building the site for? What are your goals and objectives? What are you trying to accomplish? Define the purpose of your website... 11
  12. 12. THE BUSINESS BENEFIT? Every dollar invested in usability returns $10 to $100 Realize: Better business requirements Shorter development cycles Opportunities to leverage your target users needs A website that works! 12
  13. 13. WHO ARE YOUR USERS? What do you know about them? 13
  14. 14. A NEW VALUE PROPOSITION Build your website from your users point of view... Involve your users in the design process. Determine how to measure the success of your design. Adopt a user centered design process - where tangible usability goals are established! 14
  15. 15. THE BUSINESS VALUE... Make design changes early in de high sig high n the lifecycle, fre ed when you know om the least about ability to make changes your users - and have the most design freedom. ls oa It will costs you se rg fu less $$$ in the geo led long run... ow kn low low time spent and $$ in development lifecycle 15
  16. 16. A FEW DEFINITIONS... 16
  17. 17. USABILITY? Effectiveness - can the users achieve their goals Ease of Learning - how fast do they learn the interface Efficiency of use - how fast do they complete tasks Memory management - short and long term memory Error prevention - is there forgiveness in the interface User satisfaction - do they like the experience 17
  18. 18. MENTAL MODEL? “...things should work the way I think they should work...” When you break the users mental model - they respond negatively. Usability testing explores the user’s mental model 18
  19. 19. Mental model example: Imagine what happens at this intersection... 19
  20. 20. WHAT’S EASIER TO USE? 20
  21. 21. USER CENTERED DESIGN? User-centered design (UCD) is a structured product development methodology that involves users throughout all stages of the development lifecycle, in order to create a web site or application that meets users' needs. This approach considers an organization's business objectives and the user's needs, limitations, and preferences. 21
  22. 22. UCD PROCESS... To create a user centered website you must think about the needs of your users throughout each step of the development of your site. Plan (objectives and requirements) Collect data from your user population (observation) prototype (create low fidelity wireframes) test iteratively 1:1 with real users (task based testing) 22
  23. 23. CASE STUDY 23
  24. 24. VSECU REDESIGNS! 24
  25. 25. VSECU PLAN Get stakeholders involved early on in the lifecycle CEO, Board, Staff, Members, Potential Members Identified objectives 1. Showcase corporate brand 2. Facilitate ease with product & services = Sales 3. Highlight transparency & member engagement 4. Immediate access to online banking 25
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  30. 30. NEXT STEPS... Collaborate with users... Test landing & product pages Is it functional and does it fit the users mental model Monitor the clicks Can I stump the members? Source: Techsmith Corporation 30
  31. 31. SOFTWARE TOOLS... Source: Techsmith Corporation Let’s watch a sample test! 31
  32. 32. TESTING CRITERIA Establish usability criteria prior creating the test questions What are you measuring? 1. Users will be able to do “X” in less than 2 minutes. 2. Users will be able to navigate to “X” in 3 second and then do “Y” in 2 minutes and 3 clicks. 3. Users will be able to apply for “Z” with no errors or assistance from a customer service rep. 4. 90% of the users tested can apply for membership without assistance. 32
  33. 33. MORE TOOLS... Expert reviews (heuristic evaluations - rules of thumb) Online survey tools (example: Survey Monkey) Remote testing (example: Usabilla) 33
  35. 35. WIREFRAMING IDEAS Source: Web Design Patterns - Bill Scott & Theresa Neil 35
  36. 36. Source: Web Design Patterns - Bill Scott & Theresa Neil 36
  37. 37. THE ROI (HARD & SOFT $) Increase productivity Reduce support calls Reduce training Increase conversion rates Reduce drop-offs Reduce learning curve Source: Human Factors International, Inc. 37
  38. 38. Source: Human Factors International, Inc. 38
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  40. 40. THE RESULT In September 2009 Forrester Research reported that on average, customers respond to a first rate user experience resulting in: More revenue:14.4% of customers are willing to consider additional purchases. Retention: 15.8% fewer customers considering doing business with a competitor. More prospects: 16.6% of your customers recommending you to others. Source: “Best Practices in User Experience (UX) Design” - Mike Gualtieri - Forrester 2009 40
  41. 41. VENDOR SELECTION Criteria for selecting a vendor: Member usability Website functionality Content management system Support and communication Best practice for user experience Develop a scorecard and apply grading 41
  42. 42. SUGGESTED READING... 42
  43. 43. MORE READING... 43
  44. 44. Thank you! Yvonne Garand - Michael Rawlins - 44