Customer focus through UCD User-Centred Design Workshop Presenters: Simon Nixon Jason Buck Nikki Rae
The importance of quizzes <ul><li>Go on then … why did we play that game? </li></ul><ul><li>- People do what they think th...
The importance of quizzes <ul><li>- Your people </li></ul><ul><li>- Your customers </li></ul><ul><li>- Your users... </li>...
 
WHY BOTHER WITH UCD? <ul><li>What is User-Centred Design? </li></ul>
What is UCD?
What is UCD? Question:  Why aren’t we all driving around in zero-emission, electric and personal-propulsion powered vehicl...
What is UCD?
What is UCD? <ul><ul><li>It’s about people </li></ul></ul>
Why bother with UCD? <ul><li>Products vs. people </li></ul>
 
Why bother with UCD? <ul><li>Technology changes over time </li></ul>
<ul><li>Existing websites can be improved </li></ul>Checkout   Go  Add to cart Proceed  Buy it now  Buy  Purchase  P...
Why bother with UCD <ul><li>Organisations needs to keep a competitive edge </li></ul>Celebratory winners (Homo Sapiens) Di...
Why bother with UCD? <ul><li>Department of Hearty-breakfasts (DOH) </li></ul>
<ul><li>So if we did this properly... </li></ul>
UCD toolkit - research
Testing of current websites 2 3 4 5 6 7
Personas / profiles (analytics + interview)
Journeys (persona + analytics)
Lo-fi testing
Prototyping
Testing
Continuous improvement
Continuous Improvement – Post Launch Research –  improvement? Review –  KPIs/obstacles Analysis – Measure Design –  Small ...
Return & Buy! Reduce the Bounce Rate Track Contact forms, emails, Call Tracking Must speak to Nikki about Increase revenue...
Take me to your leader… <ul><li>A Goal is a path  </li></ul><ul><li>Decision </li></ul><ul><li>Direction </li></ul><ul><li...
KPIs & Goal Funnels <ul><li>Bottom of Funnel shows  conversion rate  for the path/Goal </li></ul><ul><li>Do you have a goo...
Post Launch – Measure & Learn <ul><li>Visitors vs. Customers </li></ul><ul><li>Clear Business Objectives </li></ul><ul><li...
<ul><li>Thank you </li></ul>
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Convertible Web Design

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Giving away our trade secrets at the Magic Circle, London - Simon & Jason provide an experts view on the world of usability

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Convertible Web Design

  1. 1. Customer focus through UCD User-Centred Design Workshop Presenters: Simon Nixon Jason Buck Nikki Rae
  2. 2. The importance of quizzes <ul><li>Go on then … why did we play that game? </li></ul><ul><li>- People do what they think they should do </li></ul><ul><li>  - People do what they think is right </li></ul><ul><li>- People do what they want </li></ul>
  3. 3. The importance of quizzes <ul><li>- Your people </li></ul><ul><li>- Your customers </li></ul><ul><li>- Your users... </li></ul>User-Centred Design (UCD)
  4. 5. WHY BOTHER WITH UCD? <ul><li>What is User-Centred Design? </li></ul>
  5. 6. What is UCD?
  6. 7. What is UCD? Question: Why aren’t we all driving around in zero-emission, electric and personal-propulsion powered vehicles first invented in the 80’s and retailing at less than £400?
  7. 8. What is UCD?
  8. 9. What is UCD? <ul><ul><li>It’s about people </li></ul></ul>
  9. 10. Why bother with UCD? <ul><li>Products vs. people </li></ul>
  10. 12. Why bother with UCD? <ul><li>Technology changes over time </li></ul>
  11. 13. <ul><li>Existing websites can be improved </li></ul>Checkout  Go  Add to cart Proceed  Buy it now  Buy  Purchase  Progress  Next 
  12. 14. Why bother with UCD <ul><li>Organisations needs to keep a competitive edge </li></ul>Celebratory winners (Homo Sapiens) Disappointed runners up (Homo Neanderthalensis)
  13. 15. Why bother with UCD? <ul><li>Department of Hearty-breakfasts (DOH) </li></ul>
  14. 16. <ul><li>So if we did this properly... </li></ul>
  15. 17. UCD toolkit - research
  16. 18. Testing of current websites 2 3 4 5 6 7
  17. 19. Personas / profiles (analytics + interview)
  18. 20. Journeys (persona + analytics)
  19. 21. Lo-fi testing
  20. 22. Prototyping
  21. 23. Testing
  22. 24. Continuous improvement
  23. 25. Continuous Improvement – Post Launch Research – improvement? Review – KPIs/obstacles Analysis – Measure Design – Small Changes Test – What is effect of change (offline/online)? Launch – Success Research Analysis Concept Design Test Launch Pre - Launch
  24. 26. Return & Buy! Reduce the Bounce Rate Track Contact forms, emails, Call Tracking Must speak to Nikki about Increase revenue 2% over 6 months <ul><li>Visitor Types/Profiles </li></ul><ul><li>Business Goals/Objectives </li></ul><ul><li>Website Goals/Objectives </li></ul>Increase contact rate by 50%
  25. 27. Take me to your leader… <ul><li>A Goal is a path </li></ul><ul><li>Decision </li></ul><ul><li>Direction </li></ul><ul><li>Distance </li></ul><ul><li>Destination </li></ul>No Goals? Where am I? I’m lost! Woof!
  26. 28. KPIs & Goal Funnels <ul><li>Bottom of Funnel shows conversion rate for the path/Goal </li></ul><ul><li>Do you have a good prospect rate ? (no. of visitors who viewed a key page e.g. top of funnel) </li></ul><ul><li>What is the abandonment rate ? (analyse from bottom-up) </li></ul><ul><li>KPI achieved? </li></ul><ul><li>CI Process to remove blockages & increase conversions </li></ul>Start Here End Here
  27. 29. Post Launch – Measure & Learn <ul><li>Visitors vs. Customers </li></ul><ul><li>Clear Business Objectives </li></ul><ul><li>Site lead/conversion Goals </li></ul><ul><li>Record Benchmarks </li></ul><ul><li>Set Key Performance Indicators </li></ul><ul><li>Measure – Test – Measure – Make More Money!!!! </li></ul>
  28. 30. <ul><li>Thank you </li></ul>

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