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User Experience - Understanding Customer's Needs and Exceeding Their Expectations

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Presentation by Brady Pierzchalski from Laughlin Constable at the Insight Summit Series: 2014 Digital Advertising + Marketing Summit

Published in: Marketing

User Experience - Understanding Customer's Needs and Exceeding Their Expectations

  1. 1. U S E R E X P E R I E N C E U N D E R S TA N D I N G C U S T O M E R S N E E D S 
 A N D E X C E E D I N G T H E I R   E X P E C TA T I O N S .
  2. 2. U S E R E X P E R I E N C E U N D E R S TA N D I N G C U S T O M E R S N E E D S 
 A N D E X C E E D I N G T H E I R   E X P E C TA T I O N S .
  3. 3. G R A P H I C D E S I G N E R L O G O S PA M P H L E T S C L O T H I N G C A TA L O G S F I R S T W E B S I T E 1 9 9 7 D E S I G N E R H A I R
  4. 4. ! W E B D E S I G N P R O G R A M M I N G S E R V E R A D M I N I S T R A T I O N V I D E O P R O D U C T I O N V I D E O E D I T I N G D A TA B A S E A D M I N I S T R A T I O N S T R E A M I N G T E C H N O L O G I E S S E O C O N T E N T C R E A T I O N U S A B I L I T Y T E S T I N G W E B M A S T E R / M U LT I M E D I A
  5. 5. M A N A G E R - U S E R E X P E R I E N C E ! ! D E S K T O P S M A R T P H O N E TA B L E T I N - S T O R E E X P E R I E N C E K I O S K A P P D E V E L O P M E N T U S A B I L I T Y T E S T I N G C O N T E N T S E O W E B W R I T I N G !
  6. 6. S E N I O R M A N A G E R I N F O R M A T I O N A R C H I T E C T U R E D E S K T O P S M A R T P H O N E TA B L E T A P P D E V E L O P M E N T U S A B I L I T Y T E S T I N G
  7. 7. G R O U P L E A D E R U S E R E X P E R I E N C E ! D E S K T O P S M A R T P H O N E TA B L E T A P P D E V E L O P M E N T R E S E A R C H S T R A T E G Y !
  8. 8. Everyone talks about producing a great user experience for their customers, but what does that really mean?
  9. 9. A N E W A P P R E C I AT I O N A N D U N D E R S TA N D I N G O F U S E R E X P E R I E N C E
  10. 10. T O O L S A N D M E T H O D S T H AT Y O U C A N S TA R T U S I N G T O D AY
  11. 11. C O M PA S S I O N F O R T H E P E O P L E W H O Y O U ’ R E T RY I N G T O R E A C H
  12. 12. W E A L L S H A P E T H E 
 U S E R ’ S E X P E R I E N C E
  13. 13. T H E D E F I N I T I O N O F U S E R E X P E R I E N C E B Y J A K O B N I E L S E N A N D D O N N O R M A N W H AT I S U S E R E X P E R I E N C E ? "User experience" encompasses all aspects of the end-user's interaction with the company, its services, and its products.
  14. 14. B Y Y O U R S T R U LY ! ! We are trying to create wonderful experiences for people. These experiences need to provide value, exceed expectations and drive results. At the same time, they should captivate, engage and emotionally connect with users when they are trying to achieve a goal - no matter the time, place or circumstances. W H AT W E A R E T RY I N G T O D O
  15. 15. W H Y ? W H Y ? W H Y ? W H Y ? 89%
  16. 16. L E T ’ S S O LV E A P R O B L E M
  17. 17. 1 . 1 B I L L I O N
  18. 18. G O A L : 
 P R O V I D E S O L U T I O N S F O R C L E A N WAT E R
  19. 19. S O L U T I O N S F O R C L E A N WAT E R
  20. 20. G O A L : 
 P R O V I D E S O L U T I O N S F O R C L E A N WAT E R .
  21. 21. A R E W E M I S S I N G A N Y T H I N G ?
  22. 22. C O N T E X T • The Who • The What • The Where • The Why
  23. 23. C O N T E X T • 3 Miles Average • Hours/Trip • On Foot • 20 Gallons
  24. 24. G O A L P R O V I D E S O L U T I O N S F O R C L E A N WAT E R
  25. 25. G O A L I WA N T T O H AV E C L E A N D R I N K A B L E WAT E R G O A L 
 P R O V I D E S O L U T I O N S F O R C L E A N WAT E R
  26. 26. C O N T E X T • 3 Miles Average • Hours/Trip • On Foot • 20 Gallons
  27. 27. G O A L : I WA N T T O H AV E C L E A N D R I N K A B L E WAT E R . I need to…do this in a short amount of time I need to…do this with ease I need to…make less trips I need to…store the water safely G O A L : I WA N T T O H AV E C L E A N D R I N K A B L E WAT E R .
  28. 28. http://www.youtube.com/watch?v=-U-mvfjyiao
  29. 29. Reframe the goal Understand the Context Every goal has needs
  30. 30. R E S E A R C H Workshops Card Sorting Diary Studies Expert Review Heuristic Review Surveys Contextual Inquiry Usability Testing Eye Tracking Benchmarking Interviews Personas Task Analysis Ethnographic Research
  31. 31. U S A B I L I T Y T E S T I N G
  32. 32. • Instant Feeback • 5-6 People / 85% • Incomplete Project • Less Expensive
  33. 33. http://www.youtube.com/watch?v=4cMVKW-fR1M
  34. 34. B E S T P R A C T I C E S
  35. 35. L E T ’ S D O S O M E R E S E A R C H
  36. 36. L E T ’ S J U M P I N T O A N O T H E R PAT H F O R C R E AT I N G E X P E R I E N C E S .
  37. 37. A N E X A M P L E
  38. 38. • 5 5 + • H I G H E R I N C O M E
  39. 39. 8 2 % +Add to Cart Conversion 1 3 9 % +# of Units Ordered 5 8 % +Sales Revenue 1 8 % +Average Order
  40. 40. 8 2 % + A D D T O C A RT Add to Cart Conversion
  41. 41. C O N T E X T • The Who • The What • The Where • The Why
  42. 42. G O A L : I WA N T T O H AV E C L E A N D R I N K A B L E WAT E R . I need to…fall in love with the product I need to…feel pride about the choice I made I need to…get help picking out the right products I need to…understand the quality of the product G O A L : I WA N T B U Y P R O D U C T S F O R M Y G A R A G E
  43. 43. C O N T E X T • The Who • The What • The Where • The Why
  44. 44. B Y Y O U R S T R U LY ! ! We are trying to create wonderful experiences for people. These experiences need to provide value, exceed expectations and drive results. At the same time, they should captivate, engage and emotionally connect with users when they are trying to achieve a goal - no matter the time, place or circumstances. W H AT W E A R E T RY I N G T O D O
  45. 45. T H A N K Y O U !

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