8 Habits of Customer-Obsessed Companies

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Presented at FedEx World Usability Day by Amy Buckner

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8 Habits of Customer-Obsessed Companies

  1. 1. AnswerLab enables clients to . . . AnswerLab enables clients to . . . learn l optimize i i validate lid
  2. 2. 1 5 2 6 3 7 4 8 Secrets of Their Success:  8 Habits of Customer‐Obsessed Companies
  3. 3. 1 5 2 6 3 7 4 8 eliminate risk.
  4. 4. User – Centered Design Process User Centered esign Process What do  Did it have  they need? th d? impact? i t? Can they  Can they use it?
  5. 5. 1 5 2 6 3 7 4 8 know your customers. customers
  6. 6. Top 100 Customers T 100 C t
  7. 7. 1 5 2 6 3 7 4 8 study the competition. competition
  8. 8. COMPETITOR
  9. 9. Post Redesign Metrics Post Redesign Metrics 268% 240% CONVERSION ORDER SIZE
  10. 10. 1 5 2 6 3 7 4 8 validate i concepts. concepts
  11. 11. 600  Customers C t Outcome 1. Active  1. Active 1. Would  Users Adopt 2. Some  2. Went  Would  Inactive Adopt 3. Never  3 N 3. Still Not  3 S ill N Used Interested
  12. 12. 1 5 2 6 3 7 4 8 iterate designs. designs
  13. 13. Iterative Testing Process It ti T ti P Iterate Iterate Test 1 Test 2 Test 3
  14. 14. Two‐Week  Design Sprint
  15. 15. Monthly Rolling  y g Studies
  16. 16. 1 5 2 6 3 7 4 8 be creative creative.
  17. 17. HR /  Some  Paper  Make‐shift  Finance  Useful  Prototypes Lab Employees Insights
  18. 18. 1 5 2 6 3 7 measure 4 8 your impact. impact
  19. 19. The  Sandwich Baseline Measures Design, Test, Develop, Launch Re‐Test Measures
  20. 20. The  h Wheel Monthly y Quarterly
  21. 21. Benchmark Measures: • Brand Impact • Satisfaction / Ease of Use • Calls to Action • Task Success • NetPromoter • User Experience 75% Overall Site (Post Task 1) (Top 2 Box: 6/7 50% Clinical Trial (Post Task 2) 25% ngs) p ratin 0% Pipeline (Post Task 2) 2007 2008 2009
  22. 22. 1 5 2 6 3 7 use 4 8 the right g methods. methods
  23. 23. lab‐based  ethnographic research usability heuristic reviews remote  remote A/B testing t ti usability behavioral beta testing tracking Intercept surveys focus groups quantitative user experience research i i i h eye tracking t ki mobile testing syndicated research
  24. 24. What’s  How do we  How do we  wrong with  wrong with drive online  make this a  this new  success the  orders? home page? home page? first time? Focus  Usability  A/B Testing Groups g Testing Beta  Intercept Intercept Testing
  25. 25. 1 eliminate risk. 2 know your customers. 3 study the competition. 4 validate concepts. lid t t 5 iterate designs. g 6 be creative. 7 measure your impact. 8 use the right methods.
  26. 26. Secrets of Their Success  f h i 8 Habits of Customer‐Obsessed Companies b f b d

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