Web Strategy from User Behaviour - J Boye Conference May 2010

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Web Strategy from User Behaviour - J Boye Conference May 2010

  1. 1. Website Strategy based on Top Tasks Mike Atyeo, Neo Insight y , g J. J Boye Conference Philadelphia 2010 www.neoinsight.com Copyright © Customer Carewords Ltd. www.customercarewords.com
  2. 2. • Scan, don’t read • Look f matches k for h • Sensory-motor skills Sensory motor • Satisficing
  3. 3. Sigmund Freud From behaviour to strategy: 1. Identify Top Tasks 2. Measure Task Performance & Behaviour Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 5
  4. 4. Top task identification  Not all tasks are equal - the top 4 tasks garnered the same number of votes as the bottom 43 1. Employee Benefits 2. 2 Corporate News 3. Paid Time Off 4. Employee Perks Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 6
  5. 5. The ‘long neck’ of user tasks Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 7
  6. 6. Then... Then ...Now Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 8
  7. 7. Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 9
  8. 8. Business Tasks: Success Rates Task Performance Measures • Completion rates • Success, Failure, ‘Disaster’ • Time on Task • How Confident? Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 10
  9. 9. Time on Task: Successful Medians (all Attempts) Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 11
  10. 10. Clusters Show Task Paths Clusters of task completion times may represent different task paths – different navigation routes (including search). Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 12
  11. 11. Photo Marketing Association Round Round Round Measure 1 2 3 Completion Rate 53% 68% 82% Tasks taking >2 min 4 3 1 Satisfaction Ratings 49% 60% 69% Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 13
  12. 12. Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 14
  13. 13. 180 enquiries/week $20M $1M Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 15
  14. 14. Manage Tasks, Not Website(s) From... From To... To “Let’s fix the website...” “Let’s fix the Top Tasks...” Let s Let’s get a new Search Ensure the top 50 internal Engine... searches return excellent results. Revising our taxonomy and Bringing Top Task links and Information Architecture... functionality up the hierarchy. Let s Let’s buy the (Silver Bullet/ Make sure content for Top Tasks is Magic Wand) CMS... excellent. Let s Let’s customize our weblog Measuring Top Tasks. metrics... Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 17
  15. 15. The ‘long neck’: Management focus How much relative resource to apply “Strategy renders choices about gy what not to do as important as choices about what to do... Some Which 5% of managers mistake ‘ t i t k ‘customer tasks to focus focus’ to mean they must serve on. all customer needs or respond to every request...” Michael Porter Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 18
  16. 16. Benchmarking and Continuous Improvement Task / Measure Current End 2010 Jun 2011 Find a Program of Interest to You Successful completion 65% 80% 90% Time to completion 1m 48sec 1m 15sec 1m Disaster rate 16% 8% 5% Find the Course Pre-requisites Successful completion 65% 80% 90% Time to completion 2m 50sec 1m 30sec 1m Disaster rate 35% 15% 5% Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 19
  17. 17. The 3 key changes to website strategy 1. Manage tasks – Not websites – Get the focus off technology and silos 2. Prioritise resources around top tasks – Use the ‘long neck’ to focus 3. Measure task performance – As a key, continuous organizational performance indicator – Data on behaviour (not opinion) Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 20
  18. 18. Customers & Case Studies  Customers include: – Intranets: Tetra Pak, IKEA, BBC, Schlumberger, city of Ottawa, Ottawa Canadian Federal Departments – Government: US Internal Revenue Service, UK Defra, Canadian Federal Departments – University: UNC Kenan Flagler, Embry Riddle, Study Group, U of Manitoba – E-Business: Wells Fargo, Schlumberger Cisco Microsoft Fargo Schlumberger, Cisco,  Case Studies – Pioneer, UK Environment Agency, American Academy of Ophthalmology, UNC Kenan Flagler, Study Group – Customercarewords.com Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 21
  19. 19.  “Frederick W. Taylor was the first man in recorded history who deemed work deserving of systematic observation and study.  “Taylor, though the Isaac Newton (or perhaps the Archimedes) of the science of work, laid only first work foundations, however. Not much has been added to them since - even though he has been dead all of sixty years.” (Peter Drucker) Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 22
  20. 20. Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 23
  21. 21. Contacts Mike Atyeo Strategic design Phone (613) 271‐3001 (613) 271‐3001 x101 Email  info@neoinsight.com mike@neoinsight.com Web www.neoinsight.com www neoinsight com Mail Suite 374 Gord Hopkins 300 Earl Grey Drive User Experience Specialist Ottawa, Ontario (6 3) 7 300 x 0 (613) 271‐3001 x102 Canada  K2T 1C1 d gord@neoinsight.com Scott Smith Competitive strategy (613) 271‐3001 x103 scott@neoinsight.com Lisa Fast Experience Designer (613) 271‐3001 x104 lisa@neoinsight.com li @ i i ht www.neoinsight.com Copyright © Customer Carewords Ltd. www.customercarewords.com

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