A user-centred view on how to leverage your assets<br />Dr. Harry Brignull, Madgex<br />Simon Devitt, Haymarket<br />
So, what are your assets?<br />
Infrastructure<br />Staff<br />Financials (obviously)<br />Copyrights, trademarks, patents <br />Products & Services<br />
These are all important, but at the end of the day, they all boil down to one thing.<br />
“This looks good... I’ll use it.”<br />“... And if I like it, I’ll become loyal.”<br />
Needs<br />Brand<br />PERCEPTION<br />Goals<br />Expectations<br />user<br />Products / services<br />
YOUR BRAND IS NOT YOUR LOGO<br />In mergers and acquisitions, companies are sold at many times the value of their books. <...
Here.<br />It emerges through the user’s experience with your product<br />Image credit: paulsobek, Flickr<br />
Your users are your biggest assets<br />If you understand your users, you know how to move forward.<br />
Case Study<br />Madgex ‘CV Search & Match’ design process<br />
The opportunity space<br />Madgex is a digital recruitment platform provider<br />	Our main offering is a white label job ...
The opportunity space<br />Job Boards are all about trying to grab the attention of potential candidates – but nowadays ma...
I’m talking about CV Databases.<br />The trouble is – they’re a dime a dozen!<br />Our challenge was to create one that’s ...
 A traditional approach to design: <br />- review your competitors <br />     - mix together their best features<br />    ...
16<br />    Fingers crossed!<br />	“Fingers crossed that when the system finally gets built, it meets our users needs, so ...
The wrong approach: “outside in”<br />“Design” treated as a layer of decoration plastered on the outside<br />Product conc...
The right approach: “inside out”<br />Start with user needs, then get designing straight away. <br />
The Madgex “inside out” design process<br />Identify the broad opportunity space<br />Understand potential userbase <br />...
So we got in touch with our intended user base<br />The Recruitment Consultant<br />The Direct Employer<br />The Job Seeke...
We interviewed them and watched them using existing products<br />This was essentially an activity in looking for pain poi...
Recruitment Consultant pain point:<br />Are these CVs fresh?<br />People change jobs all the time –  but they don’t go bac...
Direct Employer pain point : <br />I can’t buy something if I don’t know what I’m going to get!<br />With traditional CV d...
The Madgex solution<br />Show almost the entire CV before requiring payment<br />How? By stripping out all personally iden...
Direct employers: a big revenue opportunity<br />Direct employers account for up to 40% of job postings on some job boards...
A Job Seeker pain point<br />I’m highly employable – I don’t want pushy recruiters hassling me all the time!<br /><ul><li>...
This can overwhelm the most employable job seekers – causing them to opt out altogether!</li></li></ul><li>The Madgex solu...
Job Seeker Complaint: Don’t make me retype my CV every time I want to register on a damn job site! <br />Image credit: wik...
Our solution: allow import and export<br />We allow users to import Word documents – or any page on the web! <br />We allo...
Nobody was clamouring for these improvements<br />The interviewees were capable of demonstrating the pain points but theyw...
“If I had asked people what they wanted, they would have said faster horses.”- Henry Ford<br />This is the big take-home m...
Cordis, a medical device manufacturer, used a very similar process to turn customer input into design. <br />In a three ye...
You don’t just do this pre-launch- design is an ongoing process of iteration and optimization <br />
Haymarket case study<br />Simon Devitt Online Publishing Director<br />
Haymarket Overview<br />Historically a large proportion of profit has come from recruitment in our weekly magazines. Now a...
BEFORE:<br />AFTER:<br /><ul><li>  Unique Users increased by 10%
  Applications increased by 68%
  Cost per acquisition reduced by over 50%</li></ul>Stats Jan-Jul 08, generated through Hitbox<br />On Third Sector, start...
You MOT your car once a year – why not your user experience?<br />Even though we were set up for SEO and usability, we did...
In a typical UX MOT project, 18 hours of session footage is recorded<br />This is transcribed, tagged & analysed, then get...
A typical UX study produces 20-30 optimisation opportunities<br />Here’s just a couple of them<br />
Job Seeker Registration<br />Registration is a necessary stepping stone to indirect revenue generating activities like Ema...
Job Seeker Registration<br />Having filled in this form, users were taken to the following page...<br />
In the research sessions, a few users became confused here because they didn’t read the text. <br />
After redesign<br />We made some simple changes to the wording and layout to make it clearer  for “speed reading”<br />
12% uplift in completed registrations<br />Comparing stats for April, May  & June 2008 to the same months in 2009<br />
Job Details & Application<br />Job Detail Page<br />Job Application Page<br />In the research sessions, users would often ...
Job Application Page<br />We added the job details to the application page, to make things easier for them<br />
Uplift in job applications on one jobsite from 2008 (before) to 2009 (after)<br />On average this gave a 51% uplift(though...
Cognitive overload<br />“What does this all mean?”<br />Both SEO and UXO improved the number of users who complete valuabl...
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A user-centred view on how to leverage your assets

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Dr. Harry Brignull, Lead User Experience Consultant, Madgex
Simon Devitt, Online Publishing Director, Haymarket

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  • It is something that forms in your users’ minds when they experience your products.
  • This is what I’m going to talk to you about today.
  • A user-centred view on how to leverage your assets

    1. 1. A user-centred view on how to leverage your assets<br />Dr. Harry Brignull, Madgex<br />Simon Devitt, Haymarket<br />
    2. 2. So, what are your assets?<br />
    3. 3. Infrastructure<br />Staff<br />Financials (obviously)<br />Copyrights, trademarks, patents <br />Products & Services<br />
    4. 4. These are all important, but at the end of the day, they all boil down to one thing.<br />
    5. 5. “This looks good... I’ll use it.”<br />“... And if I like it, I’ll become loyal.”<br />
    6. 6. Needs<br />Brand<br />PERCEPTION<br />Goals<br />Expectations<br />user<br />Products / services<br />
    7. 7. YOUR BRAND IS NOT YOUR LOGO<br />In mergers and acquisitions, companies are sold at many times the value of their books. <br />Why? Because the brand is valuable.<br />And where does the brand exist?<br />
    8. 8. Here.<br />It emerges through the user’s experience with your product<br />Image credit: paulsobek, Flickr<br />
    9. 9. Your users are your biggest assets<br />If you understand your users, you know how to move forward.<br />
    10. 10. Case Study<br />Madgex ‘CV Search & Match’ design process<br />
    11. 11. The opportunity space<br />Madgex is a digital recruitment platform provider<br /> Our main offering is a white label job board platform<br />
    12. 12. The opportunity space<br />Job Boards are all about trying to grab the attention of potential candidates – but nowadays many employers already have their attention. <br />A more efficient approach for those employers is to allow them to take their pick of the appropriate candidates and contact them directly. <br />Targeted recruitment - not broadcast advertising<br />
    13. 13. I’m talking about CV Databases.<br />The trouble is – they’re a dime a dozen!<br />Our challenge was to create one that’s radically more effective at meeting customer needs. <br />
    14. 14. A traditional approach to design: <br />- review your competitors <br /> - mix together their best features<br /> - add your own visual identity<br />
    15. 15.
    16. 16. 16<br /> Fingers crossed!<br /> “Fingers crossed that when the system finally gets built, it meets our users needs, so it’s popular and we make money!”<br /> That’s not smart – it’s much more effective to start with user needs, and reality check your ideas as they evolve. <br />
    17. 17. The wrong approach: “outside in”<br />“Design” treated as a layer of decoration plastered on the outside<br />Product concept & business objectives<br />Read more: http://bit.ly/dansaffer<br />
    18. 18. The right approach: “inside out”<br />Start with user needs, then get designing straight away. <br />
    19. 19. The Madgex “inside out” design process<br />Identify the broad opportunity space<br />Understand potential userbase <br />Carry out contextual interviews<br />Elicit pain points, stopping points & complaints with status quo<br />Analyse findings to prioritise and clarify information into design goals<br />
    20. 20. So we got in touch with our intended user base<br />The Recruitment Consultant<br />The Direct Employer<br />The Job Seeker<br />
    21. 21. We interviewed them and watched them using existing products<br />This was essentially an activity in looking for pain points<br />What did they dislike about the status quo? What did they have trouble using? <br />Simple approach: deep insights!<br />
    22. 22. Recruitment Consultant pain point:<br />Are these CVs fresh?<br />People change jobs all the time – but they don’t go back and update the CV database. <br />Our solution: make it super easy to update your CV’s status. Job seekers are reminded with periodical emails and can update with just one click. <br />And make it possible for recruiters to filter the CVs by freshness, e.g. “Only show me CVs that have been updated in the past two weeks”<br />
    23. 23. Direct Employer pain point : <br />I can’t buy something if I don’t know what I’m going to get!<br />With traditional CV databases, the employer can only see a very limited amount of information about the candidate before they buy access to the CV. <br />Recruitment consultants don’t have this problem – they will happily spend hundreds of pounds a month to have unlimited access to all the CVs in a database.<br />But this is a stopping point for direct employers. Why would they willing pay for an unknown commodity? <br />
    24. 24. The Madgex solution<br />Show almost the entire CV before requiring payment<br />How? By stripping out all personally identifying details<br />Upon payment, the employer is shown the candidate’s name & contact details.<br />This simple design change opens up the market to direct employers<br />
    25. 25. Direct employers: a big revenue opportunity<br />Direct employers account for up to 40% of job postings on some job boards<br />As individuals they have low budgets – but there is a very large volume of them<br />They are currently shut out of current commercial models because of the pricing structure. <br />
    26. 26. A Job Seeker pain point<br />I’m highly employable – I don’t want pushy recruiters hassling me all the time!<br /><ul><li>Recruiters assume that presence on the CV database implicitly means “Contact me anytime”
    27. 27. This can overwhelm the most employable job seekers – causing them to opt out altogether!</li></li></ul><li>The Madgex solution<br />Broker the initial conversation <br />If job seekers choose “case by case”, recruiters have to “request access” which sends them an email asking permission.<br />Again - once the problem was clearly articulated, the answer was in plain sight. <br />
    28. 28. Job Seeker Complaint: Don’t make me retype my CV every time I want to register on a damn job site! <br />Image credit: wikipedia<br />
    29. 29. Our solution: allow import and export<br />We allow users to import Word documents – or any page on the web! <br />We allow job seekers to export their CV in various formats and take it elsewhere<br />“Leave the cage door open and the bird will return” – Chinese proverb<br />
    30. 30. Nobody was clamouring for these improvements<br />The interviewees were capable of demonstrating the pain points but theyweren’t able to articulate solutions<br />They accepted the pain as just “the way things are”<br />The pain points became our list of design challenges.<br />
    31. 31. “If I had asked people what they wanted, they would have said faster horses.”- Henry Ford<br />This is the big take-home message for today: don’t just ask your customer base for their ideas for solutions. Interview them about their experiences, and observe them using competitor products. <br />Once the design problems are clearly articulated, your R & D team have the benefit of laser-like focus. <br />
    32. 32. Cordis, a medical device manufacturer, used a very similar process to turn customer input into design. <br />In a three year period, their shares went from to $20 per share to $109<br />Read the Harvard Business Review case study here: http://bit.ly/cordis<br />
    33. 33. You don’t just do this pre-launch- design is an ongoing process of iteration and optimization <br />
    34. 34. Haymarket case study<br />Simon Devitt Online Publishing Director<br />
    35. 35.
    36. 36. Haymarket Overview<br />Historically a large proportion of profit has come from recruitment in our weekly magazines. Now a high proportion of our online revenue is coming from the jobsites. <br />We started out using in-house developed jobsites with customised interfaces based on individual publishers opinions of how a good jobsite should work. <br />We also realised that our sites were underperforming because of an inconsistent approach, poor SEO and poor User Experience<br />We needed to move faster and establish a best of breed suite of functionality. We moved 11 existing jobsites to the Madgex platform and have launched an additional 8 new jobsites since.<br />
    37. 37. BEFORE:<br />AFTER:<br /><ul><li> Unique Users increased by 10%
    38. 38. Applications increased by 68%
    39. 39. Cost per acquisition reduced by over 50%</li></ul>Stats Jan-Jul 08, generated through Hitbox<br />On Third Sector, started with a basic job board platform in Nov 2006. Limited features & usability became apparent . <br />We worked with Madgex to develop a custom version of their platform and immediately saw improvements.<br />
    40. 40. You MOT your car once a year – why not your user experience?<br />Even though we were set up for SEO and usability, we didn’t want to tread water<br />We wanted continuous, cyclical improvement - so we engaged in SEO analysis and UX research<br />We wanted even more users arriving on the site, and even more staying and completing valuable activities. <br />
    41. 41. In a typical UX MOT project, 18 hours of session footage is recorded<br />This is transcribed, tagged & analysed, then gets distilled into highlight videos. <br />
    42. 42. A typical UX study produces 20-30 optimisation opportunities<br />Here’s just a couple of them<br />
    43. 43. Job Seeker Registration<br />Registration is a necessary stepping stone to indirect revenue generating activities like Email Alert setup and CV Publishing<br />
    44. 44. Job Seeker Registration<br />Having filled in this form, users were taken to the following page...<br />
    45. 45. In the research sessions, a few users became confused here because they didn’t read the text. <br />
    46. 46. After redesign<br />We made some simple changes to the wording and layout to make it clearer for “speed reading”<br />
    47. 47. 12% uplift in completed registrations<br />Comparing stats for April, May  & June 2008 to the same months in 2009<br />
    48. 48. Job Details & Application<br />Job Detail Page<br />Job Application Page<br />In the research sessions, users would often go back to the job detail page, to gather details for their covering message. They found this back-and-forth frustrating.<br />
    49. 49. Job Application Page<br />We added the job details to the application page, to make things easier for them<br />
    50. 50. Uplift in job applications on one jobsite from 2008 (before) to 2009 (after)<br />On average this gave a 51% uplift(though some credit must be attributed to changes in the economy)<br />
    51. 51. Cognitive overload<br />“What does this all mean?”<br />Both SEO and UXO improved the number of users who complete valuable activities<br />Time investment:<br />“How long is this going to take?”<br />Users start an activity, e.g.<br />Apply for a job<br />Disorientation:<br />“How do I proceed?”<br />Fatigue<br />“This is tiring”<br />SEO increased the number of users here. <br />User Experience Optimisation (UXO) reduced the leakage of users during activities<br />A reduced number complete the activity they set out to do<br />Drop-outs <br />
    52. 52. 50% reduction in PPC spend year on year<br /><ul><li>Due to the implementation of these UX optimisations (≈ 25 in total)
    53. 53. Partially attributable to the recession creating proactive job-seekers</li></li></ul><li>Simon Devitt<br />Harry Brignull<br />Haymarket<br />Madgex<br />

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