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7   User Experience Principles
    for Online Self Service
    John Yesko
    Director of User Experience
    @jyesko
Why we do it


Our customers inspire us

          I have complained about this for a long time now.

          1. Quit sc...
To succeed, the online experience
has to be better than the alternative




                                        3
Online > alternative


How is it better?
                                                                                 ...
Online > alternative


Prescription refills

    Call               Pick up in store




                                 ...
Online > alternative


Refill online



Email                  Pick up
reminder               in store
(sometimes)




   ...
Online > alternative


Refill by text reply
     Opt-in            Reminder




                       Ready




         ...
Online > alternative


Refill by email reply




                        No login

                        Never leave the...
Online > alternative




                                 Video removed. See it at:
                       http://www.yout...
Online > alternative


Refill by scan




                       10
Online > alternative


Refill by scan




                       11
Online > alternative


Web Pickup




Great idea, but how is it better?




                                    12
Online > alternative


Web Pickup




                                   Video removed. See it at:
                       ...
Online > alternative


Is it better than the current model?
Usable and useful aren‘t the same thing




                  ...
Trouble at any point in a
multi-channel experience reflects
poorly on the online portion



                              ...
Multi-channel trouble


Customer satisfaction




                        16
Multi-channel trouble


The customer may not know or care
which link of the chain broke


             …always hoping "thi...
Task completion is the top priority




                                      18
Task completion


Top tasks




                  ~70% of Clicks




                                   19
Task completion


Rx refill purchase funnel



                                    No-distraction zone



                ...
In-context up-sell




                     21
Task completion


Rx refill purchase funnel



                                    No-distraction zone



                ...
In-context cross-sell




                        23
Task completion


Top tasks




                  24
25
26
Task completion


A book
                  ―I gave it to my boss. He read it–
                  because it‘s short–and fin...
Communicate proactively with
customers—even bad news




                               28
Communicate proactively


Something went wrong




                          29
Communicate proactively


Something went wrong




                          30
Communicate proactively


Something went wrong




                          31
Communicate proactively


Another book

                          •   Improved error messages
                          • ...
Communicate proactively


Free shipping?




                          33
34
Words are very important




                           35
Words


Ambiguity




            36
Words


Transfer where?




                  37
Words


Product taxonomy

 Before




 After




                   38
Words


Subtle messaging




                   39
Words


Context is
important too




                40
Words


What did I do wrong?




                       41
Words


What did I do wrong?




                       42
Words


Copy guidelines—incomplete list

• Clarity trumps cuteness

• Refer to things consistently throughout the site—and...
Data is our friend




                     44
Data


Two big buckets of data collection


                             •   Clickstream measurement
       Observe and me...
Data


Tools for observation and measurement

                                        What           What
                ...
Data


User research
Qualitative research tactics meant to understand and advocate for our
online customers.

        Meth...
Data


In-house usability lab




                         ―3D‖ card sorting




 Usability testing



                   ...
There usually is not
a single right answer




                        49
No single right answer


Finding the balance



                          User                 Business
                  ...
―As consumers we are incredibly
 discerning. We sense where there has
 been great care in the design, and when
 there is c...
Thank you!

John Yesko
www.yesko.com
Twitter: @jyesko




                   52
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Presented at the 2012 Healthcare Experience Design conference in Boston.

Walgreens has been in the business of selling medications for over 100 years. Along the way, many service-oriented innovations have emerged—including some that we now take for granted, such as the drive-through pharmacy window. Fast forward to today, where online tools empower our customers to help themselves at an unprecedented level. Functionality like mobile refill-by-scan and Web access to medical records bring home interactions that used to require a trip to the pharmacy and/or doctor’s office.

As our User Experience team conceptualizes and designs these tools, our job is to make them at the same time powerful and simple to use. In order to succeed, our solutions need to be better than the existing off-line model.

This presentation focuses on seven core fundamentals that we live by when designing interactive experiences. They address issues like:

Balancing the user’s primary task completion with up-sell
Communicating transparently with customers—even when it’s bad news
The critical importance of words—in labeling, instructive text, and marketing
How brick-and-mortar and online experiences impact each other
and a lot more!
The presentation is richly illustrated with visual UX design examples, as well as data from real customers—their own words, behaviors, and outcomes. We’ll talk about how we monitor and measure the customer experience—through customer satisfaction tools, clickstream analysis, and user research—and how that insight translates to design.

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7 User Experience Principles for Online Self Service

  1. 1. 7 User Experience Principles for Online Self Service John Yesko Director of User Experience @jyesko
  2. 2. Why we do it Our customers inspire us I have complained about this for a long time now. 1. Quit screwing with the website. Every time I log on, I have to look someplace else to locate how to refill my prescriptions. Once there, I have to hunt through ANOTHER new screen to order my scripts. Your website is a pain in the ass to use. You have no idea how frustrating your site is. 2. Find a solution to changing all this stuff on your site. It is not rocket science. If I am going to order my scripts, I want it simple and easy. 3. I don't have time to do all this. However, if I don't take the time to type my frustration out to you, then surely NOTHING will get done. 4. I HATE using your website. It takes so much energy to order prescriptions, that sometimes I just call the pharmacy instead of taking time to order them online. 5. Have I said your website is a real pain in the ass to use? 6. My web designer for my 4 businesses uses your website to understand what I want our websites to look NOTHING like. Love, [Name].
  3. 3. To succeed, the online experience has to be better than the alternative 3
  4. 4. Online > alternative How is it better? Because you keep a history of my orders and it is just danged easy. And I like the staff in the pharmacy. I only went online to order a product that I know you sell, but it is seldom available in the store. This is an item for my Mother-in-law and she needs it Walgreen reminded me about every 2 months. I will keep that prescription was due buying it through your website as it is for refill. very convenient. A few clicks and I am done. Fast and easy! Ordering via telephone is much Because I am disabled and can't more time consuming and I have to drive and shipping them to my home juggle Rx bottles to enter the correct is a hole lot easier for me plus I like Rx numbers. the free shipping. That sure helps. I truly appreciated that it took less than 3 I don't like waiting in minutes to order the prescription, faster than lines at the store. ordering by phone! The people are not Convenience, love my people. 24-hour service for ordering, also pickup at my store is 24 hours. 4
  5. 5. Online > alternative Prescription refills Call Pick up in store 5
  6. 6. Online > alternative Refill online Email Pick up reminder in store (sometimes) 6
  7. 7. Online > alternative Refill by text reply Opt-in Reminder Ready 7
  8. 8. Online > alternative Refill by email reply No login Never leave the email program (eliminates ―I‘ll do this later‖) 8
  9. 9. Online > alternative Video removed. See it at: http://www.youtube.com/watch?v=POc2MQYHYjc 9
  10. 10. Online > alternative Refill by scan 10
  11. 11. Online > alternative Refill by scan 11
  12. 12. Online > alternative Web Pickup Great idea, but how is it better? 12
  13. 13. Online > alternative Web Pickup Video removed. See it at: http://www.youtube.com/watch?v=4UnDAIYTawE 13
  14. 14. Online > alternative Is it better than the current model? Usable and useful aren‘t the same thing 14
  15. 15. Trouble at any point in a multi-channel experience reflects poorly on the online portion 15
  16. 16. Multi-channel trouble Customer satisfaction 16
  17. 17. Multi-channel trouble The customer may not know or care which link of the chain broke …always hoping "this" time it will be effortless. The pharmacy rarely, NEVER, has the prescription on time as stated. The last four or five months we have had nothing but difficulty getting one of our prescriptions....of course it is insurance fault???? Not buying that excuse since the pharmacy has a bad track record with us. Very much considering switching to Safeway pharmacy. So, to be specific... you should know that the pharmacy is not on the "same page" when it comes to getting the orders done as promised. 17
  18. 18. Task completion is the top priority 18
  19. 19. Task completion Top tasks ~70% of Clicks 19
  20. 20. Task completion Rx refill purchase funnel No-distraction zone Prescription Order Cart Checkout refill(s) confirmation In-context In-context upsell OK cross-sell OK 20
  21. 21. In-context up-sell 21
  22. 22. Task completion Rx refill purchase funnel No-distraction zone Prescription Order Cart Checkout refill(s) confirmation In-context In-context upsell OK cross-sell OK 22
  23. 23. In-context cross-sell 23
  24. 24. Task completion Top tasks 24
  25. 25. 25
  26. 26. 26
  27. 27. Task completion A book ―I gave it to my boss. He read it– because it‘s short–and finally ‗got‘ what I‘ve been trying to tell him for years about usability. Then he bought copies for our whole team.‖ 27
  28. 28. Communicate proactively with customers—even bad news 28
  29. 29. Communicate proactively Something went wrong 29
  30. 30. Communicate proactively Something went wrong 30
  31. 31. Communicate proactively Something went wrong 31
  32. 32. Communicate proactively Another book • Improved error messages • Understandable instructions • Politeness online (not blaming) • Better forms • Customized "Page Not Found" errors • Easy-to-use help content • Human fallback plan • Answer emails quickly • …and much more 32
  33. 33. Communicate proactively Free shipping? 33
  34. 34. 34
  35. 35. Words are very important 35
  36. 36. Words Ambiguity 36
  37. 37. Words Transfer where? 37
  38. 38. Words Product taxonomy Before After 38
  39. 39. Words Subtle messaging 39
  40. 40. Words Context is important too 40
  41. 41. Words What did I do wrong? 41
  42. 42. Words What did I do wrong? 42
  43. 43. Words Copy guidelines—incomplete list • Clarity trumps cuteness • Refer to things consistently throughout the site—and across channels • Use the customer‘s language, not ours • ―Click here‖ is banned 43
  44. 44. Data is our friend 44
  45. 45. Data Two big buckets of data collection • Clickstream measurement Observe and measure • Business intelligence the customer • Customer experience monitoring experience • Consumer research • Customer satisfaction measurement • Usability testing Proactively solicit • Contextual inquiry customer feedback • Participatory design • Online surveys 45
  46. 46. Data Tools for observation and measurement What What customers do customers say Consumer Business Customer Clickstream Customer Research Intelligence Experience Measurement Satisfaction Monitoring Measurement 46
  47. 47. Data User research Qualitative research tactics meant to understand and advocate for our online customers. Methods Responsibilities Outputs • Usability testing • Advocacy for the • Customer pain points (Web, mobile, kiosk) end-user and unmet needs • Directional concept • Knowledge • Customer context, testing management and attitudes, and drivers distribution of insights • In-context and • Quotes, anecdotes ethnographic methods • Collaborative research and video clips with Customer • Surveys • Implications and Intelligence and recommendations for • Focus groups, diads, Market Research design and experience and triads • Facilitating improvement • Card sorting engagement between end-users and business partners 47
  48. 48. Data In-house usability lab ―3D‖ card sorting Usability testing Concept validation 48
  49. 49. There usually is not a single right answer 49
  50. 50. No single right answer Finding the balance User Business Needs Goals  Technical Constraints 50
  51. 51. ―As consumers we are incredibly discerning. We sense where there has been great care in the design, and when there is cynicism and greed.‖ Jonathan Ive SVP Industrial Design Apple 51
  52. 52. Thank you! John Yesko www.yesko.com Twitter: @jyesko 52
  • hjjoachim

    Mar. 28, 2017
  • MadeleineLee

    Nov. 29, 2015
  • CalebSexton1

    Jul. 15, 2015
  • qaziasif

    Feb. 9, 2013
  • esanchezleon

    Dec. 5, 2012

Presented at the 2012 Healthcare Experience Design conference in Boston. Walgreens has been in the business of selling medications for over 100 years. Along the way, many service-oriented innovations have emerged—including some that we now take for granted, such as the drive-through pharmacy window. Fast forward to today, where online tools empower our customers to help themselves at an unprecedented level. Functionality like mobile refill-by-scan and Web access to medical records bring home interactions that used to require a trip to the pharmacy and/or doctor’s office. As our User Experience team conceptualizes and designs these tools, our job is to make them at the same time powerful and simple to use. In order to succeed, our solutions need to be better than the existing off-line model. This presentation focuses on seven core fundamentals that we live by when designing interactive experiences. They address issues like: Balancing the user’s primary task completion with up-sell Communicating transparently with customers—even when it’s bad news The critical importance of words—in labeling, instructive text, and marketing How brick-and-mortar and online experiences impact each other and a lot more! The presentation is richly illustrated with visual UX design examples, as well as data from real customers—their own words, behaviors, and outcomes. We’ll talk about how we monitor and measure the customer experience—through customer satisfaction tools, clickstream analysis, and user research—and how that insight translates to design.

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