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Introducing UX Into a Culture: A Case Study

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A case study on how Jessica Ivins, Senior UX Designer, introduced UX practices to a company with no formal UX process in place.

Published in: Design, Business, Technology

Introducing UX Into a Culture: A Case Study

  1. 1. Introducing UX Into a Culture: A Case Study Jessica Ivins jessicaivins@gmail.com @jessicaivins #uxcampdc
  2. 2. What is AWeber?
  3. 3. Subscribers Customer (User)
  4. 4. Culture @jessicaivins
  5. 5. “Don’t take ourselves too seriously; have fun.” @jessicaivins
  6. 6. http://aweber.jobs @jessicaivins
  7. 7. http://aweber.jobs @jessicaivins
  8. 8. http://aweber.jobs @jessicaivins
  9. 9. UX Team of One @jessicaivins
  10. 10. Advantages at AWeber • • • • • Flexible Budget No Tight Deadlines Supportive Boss Dedicated Research Room (Conference Room) Videographer for Making Highlight Reels/Clips
  11. 11. We’re Customer-Centric
  12. 12. Customer Solutions (CS) Team
  13. 13. Who Are Our Customers? @jessicaivins
  14. 14. Small Business Owners @jessicaivins
  15. 15. CS Perspective
  16. 16. “Pizza Shop Owner” Multi-Level Marketers (MLM) Content Marketers 1-5 Person Small Businesses “Techies” Brick & Mortar Business Owners
  17. 17. “Pizza Shop Owner”
  18. 18. PR Survey: 3,000+ Responses @jessicaivins
  19. 19. Which of the Following Best Describes Your Company? @jessicaivins
  20. 20. • • • • • • • • Brick & Mortar Retailer Online Retailer Affiliate Marketer Non-Profit Information Marketing Blogger Professional Service Provider Consultancy
  21. 21. Brick & Mortar Retailer 2% Other Businesses 98% 2% 98%
  22. 22. Brick & Mortar Retailer 2% Information Marketing 37% Consultancy 11% Online Retailer 10% Professional Service Provider 22% Nonprofit 1% Blogger 17% 2% 17% 1% 22% 10% 11% 37%
  23. 23. How Could We Gain a Better Understanding of Our Customers? @jessicaivins
  24. 24. How to Start Introducing UX Into the Culture?
  25. 25. Minimize Resistance to Change
  26. 26. Identify Obvious Usability Issues Without Testing? @jessicaivins
  27. 27. CS Team Survey: Top 5 UI Issues
  28. 28. A Funny Coincidence @jessicaivins
  29. 29. Do Customers Know About Our Blog? @jessicaivins
  30. 30. User Research: A New Frontier
  31. 31. User Interviews @jessicaivins
  32. 32. Involve Colleagues in the Research Process @jessicaivins
  33. 33. @jessicaivins
  34. 34. CS (Tech Support) Marketing Reputation Designers Developers Leadership
  35. 35. What Are Stakeholders’ Concerns? @jessicaivins
  36. 36. Started with Current Customers @jessicaivins
  37. 37. Recruiting @jessicaivins
  38. 38. Live Recruiting @jessicaivins
  39. 39. 23 Participants @jessicaivins
  40. 40. Remotely Conducted Interviews 2 2 17 1 1
  41. 41. Open Invitation to Sit In @jessicaivins
  42. 42. Observers
  43. 43. Leveraged Team Members
  44. 44. “It looks like a serial killer lives in here.” -Mike, Sys Admin @jessicaivins
  45. 45. Findings Presentation: Open Meeting @jessicaivins
  46. 46. User Research Findings
  47. 47. Who Did We Talk To? @jessicaivins
  48. 48. Business Owners (1 of 2) • • • • 4 Coaches • 2 Multi-Level Marketers (MLM) 4 Content Marketers (Exclusively) 4 Brick & Mortars 4 Marketing Consultants (Who Recommend AWeber to Clients)
  49. 49. Business Owners (2 of 2) • • • • • • 1 Attorney 1 “Premium” Home Repair Business 1 Poker Tournament Business 1 Graphic Designer 1 Stampin’ Up Rep 1 Crochet Patterns Blog (Hobbyist)
  50. 50. How Did You Hear About AWeber? @jessicaivins
  51. 51. 6 From Business Mentors/Coaches 6 From Colleagues 4 From an Online Authority Figure 2 From Books 2 From Online Sources 1 From His Customer 22 Participants 1 Found Us Through Google
  52. 52. 22 of 23 Participants Found AWeber Through Word of Mouth @jessicaivins
  53. 53. Opportunity: How Can We Use WOM Referral to Our Advantage? @jessicaivins
  54. 54. Burning Question: What About Customers Who Don’t Find Us Through WOM? @jessicaivins
  55. 55. Coaches & Marketing Mentors @jessicaivins
  56. 56. P17, “Womenpreneur” Coach @jessicaivins
  57. 57. Why Do You Recommend AWeber to Your Clients? @jessicaivins
  58. 58. One Reason: Our (CS) Team @jessicaivins
  59. 59. "I feel like I'm dealing with a small business that cares about my business when I call in." -P17 @jessicaivins
  60. 60. P17: Customer Solutions (CS) Team is Very Helpful @jessicaivins
  61. 61. Web Forms Are Easy to Customize @jessicaivins
  62. 62. @jessicaivins
  63. 63. P2 Has Had Problems Reaching Subscribers Due to COI @jessicaivins
  64. 64. Opportunity: What Can We Learn From How They Sell Our Product? @jessicaivins
  65. 65. Opportunity: Can We Partner with Them Somehow? @jessicaivins
  66. 66. Introducing Collaborative Exercises
  67. 67. Creating Personas @jessicaivins
  68. 68. What’s a Persona? @jessicaivins
  69. 69. Molly, Mark & Alex
  70. 70. We Got Buy-In! @jessicaivins
  71. 71. UX Impact Thus Far
  72. 72. Excitement About UX
  73. 73. What Have My Colleagues Learned? @jessicaivins
  74. 74. “I was surprised that only one user found us organically, i.e. via search.” @jessicaivins
  75. 75. “I was surprised at the vast network of ‘evangelists’ for AWeber... I'd really like to see AWeber team up with these trainers.” @jessicaivins
  76. 76. “When a user doesn't know how to do something, it is not incompetence; it’s just not clear. The tool should get out of the way and provide value as easily as possible.” @jessicaivins
  77. 77. What I’d Do Differently
  78. 78. Operate in a “Leaner” Way @jessicaivins
  79. 79. Share Tidbits of Findings More Frequently @jessicaivins
  80. 80. Invite Specific People to Research Sessions @jessicaivins
  81. 81. Learn Product Thoroughly Before Conducting Research Sessions @jessicaivins
  82. 82. What Else I Have Planned
  83. 83. User Research with Prospect Customers @jessicaivins
  84. 84. Quantitative Surveys @jessicaivins
  85. 85. Too Many Other Small Projects to Count @jessicaivins
  86. 86. Thank You! Jessica Ivins jessicaivins@gmail.com @jessicaivins

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