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Stepping Back to See Clearly – Building a Solid UX Strategy Scott McCall, Product/UX Designer November 13, 2013
UX = Problem Solving
Solve the right problems
Think Measure Build
Think Research Competitive analysis Mental models Test results Measure Testing Analytics Sign-ups Surveys Prototypes Wi...
Think Identify the Problem Clarify the Context Communicate the Strategy Measure Build
Create a framework for thinking Start here Think Identify the Problem Clarify the Context Communicate the Strategy Measu...
Identify the problem Clarify the context Communicate your strategy
• “Where pharma buyers meet pharma suppliers” • Supports massive events worldwide. • Not an e-commerce site, but a 2 way ...
CPhI Online – Original, original site
CPhI Online – Original home page
CPhI Online – Original product search
CPhI Online – Original product detail page
Step 1: Identify the Problem
Step 1: Identify the problem – gather your data What are people saying? Interviews Surveys Support tickets Feature reques...
Step 1: Identify the problem. What we started with: What are people saying? Interviews Surveys Support tickets Feature r...
CREATE PROBLEM STATEMENTS According to __(data)__, __(target user)__ [verb] __(problem)__.
CREATE PROBLEM STATEMENTS According to __(data)__, __(target user)__ [verb] __(problem)__. According to our user testing,...
We grouped the problems into “focus buckets” Improve the following: Bucket 1 Bucket 2 Bucket 3 Product and supplier sea...
Step 2: Clarify the Context
Data-based Personas - Who are we building this for?
User Journey - What is the role of this in context?
Competitive Analysis – How are others trying to solve this?
Step 3: Communicate Your Strategy
User Journey - Break it down, make it clear
Apply your framework to the competition for insights
Next Steps: Solve, Validate, and Refine.
So, how did it play out?
CPhI Online – Home page clickable prototype
CPhI Online – Product search clickable prototype
Our strategy, illustrated
New home page
Outcomes - So how did these bets pan out? KPI February 2013 August 2013 Monthly engagement activities 38 300 Monthl...
Identify the problem Clarify the context Communicate your strategy
Thanks! Scott McCall, Product/UX Designer @scottmccall linkedin.com/in/scottmccalluserexperience
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Stepping Back to See Clearly - Building a Solid UX Strategy

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Internet Summit 2013 Raleigh, NC
November 17, 2013 Pre Con UX Workshop

Stepping Back to See Clearly - Building a Solid UX Strategy

There’s more to UX than usability best practices or a shiny interface. How do we go deeper and create a strategic foundation for solving business problems through design? This session will focus on identifying, clarifying, and communicating problems using design thinking.

*shout outs to Jeff Gothelf for the Lean UX stuff, and Joe Baz and Above the Fold for the Problem Statement format.

Published in: Design, Technology, Business
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Stepping Back to See Clearly - Building a Solid UX Strategy

  1. 1. Stepping Back to See Clearly – Building a Solid UX Strategy Scott McCall, Product/UX Designer November 13, 2013
  2. 2. UX = Problem Solving
  3. 3. Solve the right problems
  4. 4. Think Measure Build
  5. 5. Think Research Competitive analysis Mental models Test results Measure Testing Analytics Sign-ups Surveys Prototypes Wireframes Code Sketches Hypotheses Build
  6. 6. Think Identify the Problem Clarify the Context Communicate the Strategy Measure Build
  7. 7. Create a framework for thinking Start here Think Identify the Problem Clarify the Context Communicate the Strategy Measure Build
  8. 8. Identify the problem Clarify the context Communicate your strategy
  9. 9. • “Where pharma buyers meet pharma suppliers” • Supports massive events worldwide. • Not an e-commerce site, but a 2 way matchmaker.
  10. 10. CPhI Online – Original, original site
  11. 11. CPhI Online – Original home page
  12. 12. CPhI Online – Original product search
  13. 13. CPhI Online – Original product detail page
  14. 14. Step 1: Identify the Problem
  15. 15. Step 1: Identify the problem – gather your data What are people saying? Interviews Surveys Support tickets Feature requests Forums What are people doing? What does the business require? Marketing goals / strategy KPI’s Web analytics User testing
  16. 16. Step 1: Identify the problem. What we started with: What are people saying? Interviews Surveys Support tickets Feature requests Forums What are people doing? What does the business require? Marketing goals / strategy KPI’s Web analytics User testing
  17. 17. CREATE PROBLEM STATEMENTS According to __(data)__, __(target user)__ [verb] __(problem)__.
  18. 18. CREATE PROBLEM STATEMENTS According to __(data)__, __(target user)__ [verb] __(problem)__. According to our user testing, 60% of “buyers” mistook the login box for the registration form.
  19. 19. We grouped the problems into “focus buckets” Improve the following: Bucket 1 Bucket 2 Bucket 3 Product and supplier search and filtering, list, and display. Inquiry and contact flows. Registration form and process. We took a massive, diffuse directory and aggressively focused it on the key actions.
  20. 20. Step 2: Clarify the Context
  21. 21. Data-based Personas - Who are we building this for?
  22. 22. User Journey - What is the role of this in context?
  23. 23. Competitive Analysis – How are others trying to solve this?
  24. 24. Step 3: Communicate Your Strategy
  25. 25. User Journey - Break it down, make it clear
  26. 26. Apply your framework to the competition for insights
  27. 27. Next Steps: Solve, Validate, and Refine.
  28. 28. So, how did it play out?
  29. 29. CPhI Online – Home page clickable prototype
  30. 30. CPhI Online – Product search clickable prototype
  31. 31. Our strategy, illustrated
  32. 32. New home page
  33. 33. Outcomes - So how did these bets pan out? KPI February 2013 August 2013 Monthly engagement activities 38 300 Monthly visits 6k 12k Key account adoption rate 19% 69% Actual promoter score 55% (25% - 2013 end goal)
  34. 34. Identify the problem Clarify the context Communicate your strategy
  35. 35. Thanks! Scott McCall, Product/UX Designer @scottmccall linkedin.com/in/scottmccalluserexperience

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