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User testingwebinar delljulievittengl-presentationslides

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When Dell needed to redesign the enterprise product section of Dell.com, how did they do it? How did content strategists, UX designers, PMs, and user researchers come together to understand business and customer needs?

Julie Vittengl, Senior Taxonomist and User Experience Researcher at Dell, shares how her team helped ensure that the enterprise website redesign was successful. She’ll discuss how the Digital Customer Experience research team is organized and how they get insights into how customers navigate the site.

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User testingwebinar delljulievittengl-presentationslides

  1. 1. How Dell successfully redesigned the Alienware website #UTwebinar @UserTesting Julie Vittengl Senior Taxonomist & User Experience Researcher, Dell
  2. 2. UserTesting’s on demand customer insights platform enables companies to create powerful products and exceptional customer experiences. #UTwebinar
  3. 3. We Partner With Thousands Of Customers #UTwebinar
  4. 4. Across All Platforms, At All Stages Of Development Watch customers interact with: DESKTOP SMARTPHONE TABLET WEBSITES APPS & PROGRAMS PROTOTYPES & WIREFRAMES SURVEYS PHYSICAL PRODUCTS Anywhere people interact with your brand: AT HOME AT A STORE ON THE GO On any pla6orm or device: #UTwebinar
  5. 5. 8 Julie Vittengl Senior Taxonomist & User Experience Researcher, Dell Julie Vittengl has been with Dell since January 2014 as the Senior Taxonomist on the Digital Customer Experience team. Prior to her role at Dell she was at Motorola Solutions. She has also worked at a scientific and engineering search engine, Globalspec (IEEE), as both a subject matter expert and taxonomy manager. In addition to her interest in organizing just about everything, she also enjoys reading, running, skiing and spending time with her family. #UTwebinar
  6. 6. Taxonomy Research at Dell Julie Vittengl Senior Taxonomist Dell
  7. 7. 7 of 11 Agenda •  Digital Customer Experience, and Research & Testing at Dell •  What is taxonomy, and how do you test it? •  Putting it into practice: Alienware redesign
  8. 8. Digital Customer Experience (DCX) at Dell
  9. 9. 9 of 11 DCX Process Before Design Day Design Day and Beyond Refine solutions Iterate & Validate Genuine understanding Listen Empathy in action Synthesize & Define Diverge and converge Brainstorm Solutions Discovering opportunity Research Framing the context Create Personas & Scenarios
  10. 10. 10 of 11 Idea%on and intake Project planning Design Develop Execu%on Analysis Core Services A/B/n Testing Upstream Analytics Targeting Campaigns Email Testing Focus Groups Surveys Multivariate Tests Usability RITE Testing Card Sorting Research & Testing Framework
  11. 11. 11 of 11 Research & Testing Tenets Customer-Obsessed Subject Matter Experts Deliver Advanced Analytics in a Consumable Manner Guide Decision-Making Through Insights And Experimentation Serve as a Channel of Knowledge Agile
  12. 12. What is taxonomy, and how do you test it?
  13. 13. 13 of 11 What is Taxonomy? A taxonomy is a framework for describing information in the context of an organization to accomplish business objectives. Taxonomy enables and supports internal processes such as content management, and external-facing features such as navigation, search, and personalization.
  14. 14. 14 of 11 Why is taxonomy important?
  15. 15. 15 of 11 Taxonomy Testing
  16. 16. 16 of 11 Recruiting Consumers –  No age restriction –  No income restriction –  Any gender –  Any country –  Average web expertise –  Any OS, browser, etc. –  Have you purchased technology products (laptops, cameras, printers, etc.) online in the past six months? Business –  Age 24+ –  Income $40K+ –  Any gender –  Typically United States, Canada, United Kingdom –  Any web expertise –  Any OS, browser, etc. –  Do you use the internet to research and buy IT products (software, servers, data storage, networking, etc.) for your business? I identify as: •  A consumer purchasing products for myself. •  A business user purchasing products for my business.
  17. 17. Putting it into practice: Alienware.com redesign
  18. 18. 18 of 11 Research Methodologies Content Audit –  Of 144 URLs, 79 were duplicates –  Improve customer funnel from marking content to purchase path Focus Groups –  Surface external reviews –  Provide context around Arena –  Improve page scroll –  Improve content – more informative –  Simplify Deals page RITE Testing –  Identified most important features and components (graphics cards, video cards, RAM, price, etc.) –  Scannable product stacks. –  Entry-level gamers overwhelmed by content Taxonomy Testing –  Card Sort –  TreeJack Study –  First-Click Test –  Category Naming Survey Stakeholder Interview –  Consistent user journey –  Improved user funnel –  Brand preservation/education –  Improved compare/configure –  Better social integration –  Improved imagery/media/design –  SEO enhancements –  Responsive site SEO –  ALT tags/graphics –  Text content –  Metadata –  Optimized URLs
  19. 19. 19 of 11 Recruiting for Gamers
  20. 20. 20 of 11 Taxonomy Research Results: Card Sort •  Card Sort –  We ascertained that 63% of people grouped the Alienware Alpha with the Alienware Steam Machine, suggesting a new category was needed. –  The team also recognized that participants expected three major categories: Laptops, Desktops and Consoles (or Steam)
  21. 21. 21 of 11 Taxonomy Research Results: TreeJack •  Tree Test –  When we wanted to understand whether users could locate the Alienware Alpha in Consoles (as opposed to desktops) we tested using TreeJack, which showed us a high level of findability.
  22. 22. 22 of 11 Taxonomy Research Results: First Click •  First-Click Test –  We were unsure whether to have “About” content in the masthead or footer. We found that 95% of people clicked directly on the masthead and only 5% scrolled to the footer, informing us that we could omit it from the footer. –  The team wanted to discover whether users of Alienware.com could locate content about when Alienware teamed with other companies to develop compatible products. We discovered 86% of users selected Partners instead of Products, thus validating the category.
  23. 23. 23 of 11 Results Team Wins •  Customer-focused scope driven by the Digital Customer Experience Team •  Research-driven content strategy •  Improved customer journey Key Findings •  Revenue Per Visit (RPV) +7.1% normalized. Program target +3.2% •  Conversion uplift: Home Page +75%; Accessories and Gear +73%; Deals +44% •  Total Revenue per Unit (TRU) 10% uplift Bounce Rate •  Deals exits dropped 9%
  24. 24. Questions?

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