3. boston upa
What Is Guided Selling?
Definition
• A process to educate consumers about a set of complex products or services
• Needed where consumers need support to make an informed selection
• More than presentation of list of options or features; a conversation or dialog
• Similar to in-person interaction with helpful salesperson
Process
• Lead a consumer through a set of questions that assess their values, intended
usage and knowledge of a particular category
• Use information to direct consumer to product selections that meet their needs
3
5. boston upa
What Did We Do?
Goal
• Conduct independent study to assess strengths and weaknesses of various
guided selling tools to learn best practices and inform future design decisions
Sample Research Questions
• To what extent do we need to show results narrowing through interaction?
• How are video, audio and other multimedia best used?
• Are progress indicators necessary? If so, how should they be displayed?
• Do users need the ability to go back in the interaction? If so, how?
• How should suggestions or “results” be displayed?
• Are there circumstances where guided selling works best?
5
6. boston upa
Research Method 1: One-on-one Task-based Comparative Usability Test
Methodology Triading
• Six different guided selling applications, each • Qualitative interview
participant interacts with three technique that reveals
• 15 participants, sequence of sites randomized to constructs
prevent order bias • Elicits attributes that are
important to users in their
• Mix of age groups, gender, online proficiency
vocabulary
• Think-aloud protocol during task-based
• Researcher asks the
interaction with each site participant to identify how
• Participant “Triad” comparison of three sites two of the three examples
are different from the
third
6
8. boston upa
Research Method 2: Unmoderated Interaction and Feedback
Methodology Sample Tasks/Questions
• Online, unmoderated participant interaction with 1. While answering
each site questions, what did you
• 20 participants interacted with each site, 120 like? and dislike?
participants total 2. While viewing the
results, what did you
• Tasks and follow up questions informed by
like? and dislike?
results of one-on-one study
3. What aspect of the tool
• Specific probing questions for each site confused you?
• Qualitative interpretation of participant feedback 4. What about your
experience with this tool
stands out?
5. What would improve this
tool?
8
9. boston upa
Sites We Tested
Air Conditioners Running Shoes Laptops
Mortgages Gifts
Life Insurance
9
11. boston upa
Perceived Speed Most Important Navigational Factor
Findings
• Progress indicators helpful but not
main focus – especially for
“branched” modules
• Add ability to leave guided module
• Support “pageless” design to
increase perceived speed and
indicate learning experience
• Support replay of audio enabled
sections
• Maintain consistency for changing
answers after “results” page
• First focus visitor on questions
rather than result set
11
12. boston upa
Use Video with Caution, Leverage Audio to Enhance Experience
Video
• Video very polarizing, large impact
on brand perception
• Low quality video production can
appear gratuitous and
unnecessary
• Spokesperson video = marketing?
• Multimedia learning modules
helpful
Audio
• Obvious control for audio
“That’s an ill-fitting suit”
• Elaborate on text, but text only
should suffice
12
13. boston upa
Valid Questions and Responses Key to Module Success
Findings
• Present consequence of
response in question context
• Give ability to skip question if
responses don’t apply
• Add visual options if
appropriate to aid
comprehension and increase
ease of use
• Provide mutually exclusive
responses where
appropriate
13
15. boston upa
Build Trust by Recognizing Brand Position and Adapting Accordingly
Findings
• High degree of skepticism for guided
selling modules for “own-brand”
products
• Cross-brand aggregators have higher
inherent credibility
• Increase trust by showing tradeoffs
and impact of question responses
• Present rationale and options for
“results” pages that recommend most
expensive options
15
17. boston upa
Build For Learning, Finding, or Recommending
Learning Finding Recommending
• Branching based • Speed, • Personalized but
on visitor needs navigational not overly
• Explaining and flexibility and personal
education within indication of • Highly dependent
context of progress on result set
experience • Need for filtering • Success with
• High degree of and narrowing higher numbers
personalization post results of results
• Interactive “sales” • Research and
experience reviews
17
18. boston upa
For Learning Experience, Give Control of Pace
Findings
• Options to progressively learn and
branch OK, in fact, helpful
• Multi-media less effort for learning
than reading
• User research and personas can
inform learning levels
18
22. boston upa
“Results” Page: Show Impact of Responses
Findings
• End results should indicate impact
of responses
• Men gravitate towards comparison
charts
• Consider number of results
depending on domain
22
23. boston upa
Summary
Findings
• Perceived Speed Most Important Navigational Factor
• Use Video with Caution, Leverage Audio to Enhance Experience
• Valid Questions and Responses Key to Module Success
• Build Trust by Recognizing Brand Position and Adapting Accordingly
• Build For Learning, Finding, or Recommending
• For Learning Experience, Give Control of Pace
• Show Impact of Responses on “Results” Page
23
24. boston upa
Thank You
Documentation Have a question?
• Results and full presentation slides: Michael Hawley
http://www.madpow.net mhawley@madpow.net
@hawleymichael
603-436-7177
24
