WELCOME TO THE NEW MEDIA  USER ENGAGEMENT  PRE-TESTING   LAB You’re engaged, please continue Agence de publicit é Montréal...
231M   Websites worldwide,  fewer than  15,000 +  passed the  engagement metric  test
IF YOU FAIL TO PLAN,  YOU  PLAN TO FAIL
Why isn’t your Website performing? If users can't find the sense and  order they need, they soon grow  exasperated and lea...
The user says:  How do you expect to extract my money if you couldn't  even attract my attention. The audience can't give ...
DON’T DECORATE, COMMUNICATE 1-  The more elaborate the design, the greater the risk of   confusion: Over-excitable, over-d...
PREPARATORY PROCESS FOR YOUR WEBSITE LAB  NEURO-ANALYSIS
THE NEW WEB  LANGUAGE
Metric :  measures the effectiveness of your research, development, design and strategic efforts.
Design is no longer a  shady chance . Pre-testing  your design is no longer a fiction  Today, the smarter strategy is  des...
THE ERA OF ENGAGEMENT Customer/user engagement  places sustainability on a higher altitude, more strategic context and is ...
TO ENGAGE To  e stablish a meaningful  contact or connection with  the audience.  To  outline a plans  to engage  to hold ...
 
THE WEBSITE  PROCESS
Website  AUDIT   1- Explorative study of the site performance:   Coherence of the strategy & site objectives   Quality & W...
THE WEBSITE PRPOCESS   USABILITY   To evaluate a website and other interfaces to enhance the user  experience  and better ...
    Introducing:   USABILITY  5E’s
          Easy to use         Effective         Efficient         Error tolerance
      The designer
THE DESIGNER  (right brain)   One who   informally  creates an  intangible  graphical   object or a subject  for display p...
THE DEVELOPER  (left brain)     A person concerned with facets of the software or a Website development process. A person ...
THE COMMUNICATOR (the balance)    One who   formally  creates a  tangible  graphical   object or a subject  to communicate...
  The communicator  can be the designer, art director, the creative director who has the sens of the strategic  and  the a...
THE LAB TEST PHASES
      1- Visual features gaze analysis 2- Facial (trust factor) analysis  3- Text analysis (editotial) 4- Skin detection /...
  You designed a Website and you’re  now ready to launch it live. The million dollar question is : Prior to launching your...
Let us participate in  two scenarios  and as a user, take a your brain to the gym and  see the design  from a  user’s poin...
scenario 1 Take a look at the next Website design.  Observe if for 5 seconds  then ONLY when you ready,  go to the next sl...
 
Before we show you the  LAB results , would you like to go back and look again ? We just want to ensure you haven’t missed...
 
 
Note:  this site is  not   launched yet Yet, we can we safely say that your experience matches the  LAB test results  almo...
The question is  how?  and  why?  Please go back and verify your engagement results once more . We also encourage you to s...
Design is no longer just a  shady chance. Today, the smarter strategy is  design it, Pre test it , measure it, launch it  ...
We’re not done yet
scenario 2 Do the same test again with another Website
 
Please go through the same test procedure as in the previous scenario.  5 seconds of observation
 
CAST FACIAL EXPRESSION  Trust factor analysis
AD 1 Take a moment and look at the  cast then when you’re ready  go to  AD 2
AD 2 Take a moment and look at the  cast then when you’re ready  see both ads  together
CAST# 1  CAST# 2
ANALYSIS RESULTS Take a moment and examine  cast #1  facial intensity: The green zone intensity v.s. the intensity of  cas...
Cast analysis  is commonly used determine the level of  consumer  trust  when exposed to the CAST facial expression. Consu...
A BRAND  on the shelf.
BRANDS ON MY MIND If you were this consumer, in front of this shelf,  Which of these competing brands would you say attrac...
DO THE TEST AGAIN Go back and re-examine the shelf and see what got most of your attention. And return to the results to s...
Packaging your brand is no longer a matter   hit   or   miss . Today, the smarter strategy is  design it, Pre test it , me...
<ul><ul><li>W ord and copywriting Print,  Radio ads , TV commercials: Test your copy, see if your words engage  </li></ul>...
<ul><ul><li>W ords and copywriting  are deadbeat  if they don’t  engage . </li></ul></ul><ul><ul><li>Writing is an engagin...
RADIO AD  SCRIPT ANALYSIS We randomly picked a script off the Web to run it through the text detection phase Please read t...
SCRIPT results Assuming that to top part is not relevant and focus only on the text below. When we read, we don’t actually...
Believe. THE PROCESS IS  Artificial Intelligence (AI)  A salient  [ neuroscientific term:relevance ]  simulation of the hu...
the why.  Emotional  engagement   In the  21 st  century ,  the role of emotion has never been so particularly  significan...
  the why.   “ The new discipline of  Neuromarketing , whose conclusions are  sufficiently reliable to take their place al...
MAUAL V.S. THE EMPIRICAL
  the HOW. Knowing the manual off heart does not give a license to drive, does it?
The how. THE EMIPIRCAL PROCESS:  KNOWING HOW TO DRIVE THE THEORY This is what NEUROSCIENCE  can’t give us.  Neuroscience g...
  What makes  the user tick  or gets them  ticked off?
The process. Informing, seducing, attracting and  engaging  is not a matter of PIXELS and HTML ingenuity.
The process. &quot;I always dreamed of a computer that is as easy to use as a phone. My dream came true: I do not know how...
DEFINITION OF HUMAN MACHINE INTERACTION  (HMI) A discipline devoted to the user interface design, implementation and evalu...
So Why HMI’s ?  Simple:  interface design disparities are very elaborate and needs understanding prior to design implement...
Examples of bad user  interface designs: 1- Unclear or ambiguous wording 2- Unnecessary features 3- Poorly structured ergo...
 
 
Comprehensive look at the media analysis:   Download your copy here Media intelligence comprehensive study   Download your...
Seriously.
Google latest  Bounce technology  is a serious business and in effect
Is your site just  another trampoline Google’s new  bounce rate technology  is  cracking down on Websites with low user en...
Thank you for patience and appreciate your attention.  We hope that you extracted something of value.  It is our mission t...
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Website design--pre-testing Neuromarketing - agence de publciité Montréal

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Website design--pre-testing Neuromarketing - agence de publciité Montréal

  1. 1. WELCOME TO THE NEW MEDIA USER ENGAGEMENT PRE-TESTING LAB You’re engaged, please continue Agence de publicit é Montréal - Montreal advertising agency
  2. 2. 231M Websites worldwide, fewer than 15,000 + passed the engagement metric test
  3. 3. IF YOU FAIL TO PLAN, YOU PLAN TO FAIL
  4. 4. Why isn’t your Website performing? If users can't find the sense and order they need, they soon grow exasperated and leave. Reasons >
  5. 5. The user says: How do you expect to extract my money if you couldn't even attract my attention. The audience can't give you money while they're rubbing their eyes or scratching their heads. You’re a user : you agree that it makes perfect sense Here is why >
  6. 6. DON’T DECORATE, COMMUNICATE 1- The more elaborate the design, the greater the risk of confusion: Over-excitable, over-design layouts fail miserably 2- Know your audience (RESPECTIVE GENERATION) 3- Focus on design that draws attention to the message , not to itself: design that serves your Website visitors rather than dazzle them. 4- Don’t design for self interest : Vanity is toxic to Website objectives.
  7. 7. PREPARATORY PROCESS FOR YOUR WEBSITE LAB NEURO-ANALYSIS
  8. 8. THE NEW WEB LANGUAGE
  9. 9. Metric : measures the effectiveness of your research, development, design and strategic efforts.
  10. 10. Design is no longer a shady chance . Pre-testing your design is no longer a fiction Today, the smarter strategy is design it, Pre test it , measure it, launch it
  11. 11. THE ERA OF ENGAGEMENT Customer/user engagement places sustainability on a higher altitude, more strategic context and is premised on the understanding that a fully engaged consumer is a QUALIFIED customer and a potential LOYALIST .
  12. 12. TO ENGAGE To e stablish a meaningful contact or connection with the audience. To outline a plans to engage to hold their attention and to make them feel part of the action. To keep them involved in a salient (relevant) experience .
  13. 14. THE WEBSITE PROCESS
  14. 15. Website AUDIT 1- Explorative study of the site performance: Coherence of the strategy & site objectives Quality & Website ergonomics Visibility Risk prevention and management 2- Respective USER expectations . (ENGAGING)
  15. 16. THE WEBSITE PRPOCESS USABILITY To evaluate a website and other interfaces to enhance the user experience and better serve your business needs .
  16. 17. Introducing: USABILITY 5E’s
  17. 18. Easy to use Effective Efficient Error tolerance
  18. 19. The designer
  19. 20. THE DESIGNER (right brain) One who informally creates an intangible graphical object or a subject for display purpose only and without the need to communicate.
  20. 21. THE DEVELOPER (left brain) A person concerned with facets of the software or a Website development process. A person involved in aspects other than design e.g coding, and scopes of computer or Website programming.
  21. 22. THE COMMUNICATOR (the balance) One who formally creates a tangible graphical object or a subject to communicate a strategic message to a respective audience. >
  22. 23. The communicator can be the designer, art director, the creative director who has the sens of the strategic and the artisitic skills combined . One who insures that a Website’s customer-centricity is successfully achieved .
  23. 24. THE LAB TEST PHASES
  24. 25. 1- Visual features gaze analysis 2- Facial (trust factor) analysis 3- Text analysis (editotial) 4- Skin detection /response: (emotion) 5- Salience factor (relevancy)
  25. 26. You designed a Website and you’re now ready to launch it live. The million dollar question is : Prior to launching your Website, HOW do you know if it will engage your audience and achieves it objective?
  26. 27. Let us participate in two scenarios and as a user, take a your brain to the gym and see the design from a user’s point of view .
  27. 28. scenario 1 Take a look at the next Website design. Observe if for 5 seconds then ONLY when you ready, go to the next slide and compare your engagement process: Attention, eye fixation, and emotional level with the actual LAB results
  28. 30. Before we show you the LAB results , would you like to go back and look again ? We just want to ensure you haven’t missed anything. When you’re ready, go to the results
  29. 33. Note: this site is not launched yet Yet, we can we safely say that your experience matches the LAB test results almost accurately? Go here to see the project design progress.
  30. 34. The question is how? and why? Please go back and verify your engagement results once more . We also encourage you to send this presentation to as many friends as you possible can, so you can confirm the the engagement level similarity.
  31. 35. Design is no longer just a shady chance. Today, the smarter strategy is design it, Pre test it , measure it, launch it
  32. 36. We’re not done yet
  33. 37. scenario 2 Do the same test again with another Website
  34. 39. Please go through the same test procedure as in the previous scenario. 5 seconds of observation
  35. 41. CAST FACIAL EXPRESSION Trust factor analysis
  36. 42. AD 1 Take a moment and look at the cast then when you’re ready go to AD 2
  37. 43. AD 2 Take a moment and look at the cast then when you’re ready see both ads together
  38. 44. CAST# 1 CAST# 2
  39. 45. ANALYSIS RESULTS Take a moment and examine cast #1 facial intensity: The green zone intensity v.s. the intensity of cast #2 Can we safely say that you TRUSTED CAST #1 more? You questioned the integrity of cast #2 Especially when you gazed intensely at his right eye.
  40. 46. Cast analysis is commonly used determine the level of consumer trust when exposed to the CAST facial expression. Consumers are heuristically driven and connect with the messenger on a much deeper level before proceeding to action. It is crucial when choosing imagery. INSURE that the image of cast will win consumer’s trust. SEND IT TO US FOR ANALYSIS
  41. 47. A BRAND on the shelf.
  42. 48. BRANDS ON MY MIND If you were this consumer, in front of this shelf, Which of these competing brands would you say attracts her attention most?
  43. 49. DO THE TEST AGAIN Go back and re-examine the shelf and see what got most of your attention. And return to the results to see its accuracy rate.
  44. 50. Packaging your brand is no longer a matter hit or miss . Today, the smarter strategy is design it, Pre test it , measure it, launch it
  45. 51. <ul><ul><li>W ord and copywriting Print, Radio ads , TV commercials: Test your copy, see if your words engage </li></ul></ul><ul><li> </li></ul>
  46. 52. <ul><ul><li>W ords and copywriting are deadbeat if they don’t engage . </li></ul></ul><ul><ul><li>Writing is an engaging art, it must take the reader into a journey where they can live and engage in an experience , and imagine its potentials ahead. </li></ul></ul><ul><ul><li>More on cognitive copywriting </li></ul></ul><ul><li> </li></ul>
  47. 53. RADIO AD SCRIPT ANALYSIS We randomly picked a script off the Web to run it through the text detection phase Please read this text and assume you’re listening to it on the radio or just reading it on a newspaper
  48. 54. SCRIPT results Assuming that to top part is not relevant and focus only on the text below. When we read, we don’t actually read but we scan for specifics. This Ad failed miserably and we know why. There several deficiencies That resulted in NO engagement at all Do you know what they are?
  49. 55. Believe. THE PROCESS IS Artificial Intelligence (AI) A salient [ neuroscientific term:relevance ] simulation of the human attention /emotional engagement. Artificial intelligence (AI): A robotic/scientific process and its physiological / Neurological relation to human behavior
  50. 56. the why. Emotional engagement In the 21 st century , the role of emotion has never been so particularly significant . Neuroscience advocates that emotions play a influential role not only in human engagement level but also the memorizing process, and is a significant biological dynamic that gives its objective value and meaning .
  51. 57. the why. “ The new discipline of Neuromarketing , whose conclusions are sufficiently reliable to take their place alongside more traditional market research methodologies, offering both confirmation for their findings and invaluable additional insights into the mental processes underlying consumer decision making and behavior” neuroco
  52. 58. MAUAL V.S. THE EMPIRICAL
  53. 59. the HOW. Knowing the manual off heart does not give a license to drive, does it?
  54. 60. The how. THE EMIPIRCAL PROCESS: KNOWING HOW TO DRIVE THE THEORY This is what NEUROSCIENCE can’t give us. Neuroscience gives us the the road sign manual but if we don’t know how to negociate what the road throws at us, we end up over the cliff.
  55. 61. What makes the user tick or gets them ticked off?
  56. 62. The process. Informing, seducing, attracting and engaging is not a matter of PIXELS and HTML ingenuity.
  57. 63. The process. &quot;I always dreamed of a computer that is as easy to use as a phone. My dream came true: I do not know how to use my phone. &quot;  Bjarne Stroustrup (programmer)
  58. 64. DEFINITION OF HUMAN MACHINE INTERACTION (HMI) A discipline devoted to the user interface design, implementation and evaluation of interactive computing for human users and the study of major phenomena surrounding them. 1- Humans only understand and better process human language 2- Humans interact and communicate better when they understand ( Ergonomics or website harmony ) 3-Do you adapt to fit the user? or expect the user to adapt to you?
  59. 65. So Why HMI’s ? Simple: interface design disparities are very elaborate and needs understanding prior to design implementation process: It’s about limiting perception and action e.g. HUMAN FRUSTRATION 1- Users: who’s who= what generation? ( demographics no longer relevant) 2- Application areas 3- Usage contexts 4- Computer constraints, (platform, browsers etc.) 5- Users hates and likes (imperative) 6- More on HMI here
  60. 66. Examples of bad user interface designs: 1- Unclear or ambiguous wording 2- Unnecessary features 3- Poorly structured ergonomics 4- Multi uncontrolled popup windows 5- Unknown or forgotten context 6- Cloned design >
  61. 69. Comprehensive look at the media analysis: Download your copy here Media intelligence comprehensive study Download your copy here
  62. 70. Seriously.
  63. 71. Google latest Bounce technology is a serious business and in effect
  64. 72. Is your site just another trampoline Google’s new bounce rate technology is cracking down on Websites with low user engagement level and sending way down the cyber rubble, even your SEO won’t stand a chance in keeping you in the first page. Learn more about Google bounce technology via these comprehensive videos link.
  65. 73. Thank you for patience and appreciate your attention. We hope that you extracted something of value. It is our mission to accompany to journey with meaning. Your success truly matters to us. If you have any question, We welcome your inquiry. Look forward to adding zeros to your bottom line

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