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Creating Hard & Fast from Soft & Squishy

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Evangelize UX to clients by speaking their language--hard and fast numbers that demonstrate ROI. See how to get beyond the yeah yeah yeahs, quantify "fluff", and align user goals with measurements of success.

Presented by Margot Bloomstein (ISITE Design) at the MITX UX breakfast panel May 19, 2009.

Published in: Technology, Education, Design

Creating Hard & Fast from Soft & Squishy

  1. Creating hard & fast from soft & squishy Created for the MITX User Experience Series Margot Bloomstein | May 19, 2009
  2. A full-service interactive agency comprising 60 strategy, design, and development folks in Portland, Cambridge, Dallas since 1997
  3. UX starts with…
  4. UX starts with… you!*
  5. UX starts with… you!* *except not really.
  6. UX starts with… *except not really: customers
  7. UX starts with… *except not really: “users”
  8. UX starts with… *except not really: delivery drivers
  9. UX starts with… *except not really: women shopping
  10. UX starts with… *except not really: women shopping for themselves
  11. UX starts with… *except not really: women shopping for their partners &
  12. UX starts with… *except not really: women shopping for their partners & kids & classrooms
  13. UX starts with… *except not really: women shopping for their partners & kids & classrooms
  14. UX starts with… *except not really: elderly investors
  15. UX starts with… *except not really: 20-something rich kids
  16. UX starts with… *except not really: urban hipsters
  17. UX starts with… *except not really: first-time homebuyers
  18. UX starts with… *except not really: parents with sick kids
  19. UX starts with… *except not really: potential donors
  20. UX starts with… *except not really: college young alumni still in New England
  21. UX starts with… *except not really: gamers fluent in the writings of Ayn Rand
  22. WTF do they want?!
  23. Why does it matter?
  24. How do you get me to care?
  25. Get beyond the yeah yeah yeahs Quantify “fluff” on the cheap Measure success by user goals
  26. Yeah, yeah, yeahs… http://www.flickr.com/photos/ginger82/3064448895
  27. We already know our users We can’t afford that We don’t have time for that
  28. We can’t afford that
  29. We can’t afford that What’s the real cost of not doing it?
  30. We can’t afford that What’s the real cost of risk?
  31. We can’t afford that Adding a blog Design a template: 12 hours
  32. We can’t afford that Adding a blog Design a template: 12 hours Research & draft copy: 3 hours
  33. We can’t afford that Adding a blog Design a template: 12 hours Research & draft copy: 3 hours Talking it up: 2 hours
  34. We can’t afford that Adding a blog Design a template: 12 hours Research & draft copy: 3 hours Talking it up: 2 hours( )4 times
  35. We can’t afford that Adding a blog 32 hours @ $125/hour
  36. We can’t afford that! Adding a blog $4000 and lost opportunity cost
  37. If something’s worth doing, it’s worth doing well.” “
  38. If something’s worth doing, it’s worth doing well.” So, who defines well?” “ “
  39. well?”“ make me read more
  40. well?”“ make me read less
  41. well?”“ show me more options
  42. well?”“ get me excited for the next release!
  43. Well” takes metrics.“
  44. Quantify “fluff” on the cheap
  45. http://www.flickr.com/photos/calliope/282246695
  46. fluffy
  47. 800 fill power 18 ounces 325 thread ct. case
  48. Well” is measured in numbers.
  49. Well” is measured in numbers. “ survey!
  50. Well” is measured in numbers. “ conduct group interviews
  51. Well” is measured in numbers. “ go fast & cheap!
  52. How did you finance the purchase? How did you get the money? How did you choose a lender?
  53. Get reportable, quantitative results.
  54. Hitch your wagon to their star http://www.flickr.com/photos/dawilson/2623785708
  55. Align user goals with measurements of success.
  56. Align user goals with measurements of success. Reach users’ goals, and your clients will hit their targets in the process.
  57. Behavioral goals: Spend 50% less time on the site Conversion metric: 30% increase in visitor conversions Tactics: Trim self-help content and offer phone number to increase calls Tweakable tactics, quantitative numbers
  58. Understanding them starts with you. Tie user metrics to measurements of success. Result: Happy, engaged, and eager for more!
  59. Thank you! Margot Bloomstein mbloomstein@isitedesign.com @mbloomstein Presentation © 2009 Margot Bloomstein; all images © 2009 Margot Bloomstein except where noted.

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