Presented at FedEx World Usability Day, TIAA-CREF World Usability Day, AnswerLab Webinar, and in numerous Design MBA courses.

1. 10 Habits of UX-Obsessed
Companies
Amy Buckner
Co-founder and Managing Partner, AnswerLab
CONFIDENTIAL 1

2. About AnswerLab
• Founded: 2004
• Headquarters: San Francisco
• Trusted by global market leaders
• Regularly asked to speak at
industry events
CONFIDENTIAL 2
• #1 research firm
• #1 research firm
2

3. AnswerLab’s Focus Enables
Research You Can Trust
IT’S ALL
User
Experience
• 100% Focused on User
Research
CONFIDENTIAL 3
User
Experience
Research
WE Experience DO
Research
• Independent
• Objective

4. Today’s Speaker: Amy Buckner
CONFIDENTIAL 4
Amy Buckner
Managing Partner & Co-Founder
Phone: 415.814.9669
Email: amy@answerlab.com
AnswerLab
160 Spear Street, Suite 700
San Francisco, CA 94105
• AnswerLab Co-founder
• 15+ years experience
delivering UX insights to
Fortune 500 companies
• Frequent speaker on UX
topics at UPA, AMA,
Net.Finance, iMedia
Connection, World Usability
Day

5. CONFIDENTIAL 5
Agenda
• 10 Habits of UX-Obsessed
Companies
• Q&A

6. 10 Habits of UX-Obsessed
Companies
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7. Eliminate
Risk
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8. CONFIDENTIAL 8

9. The Opportunities and Risks
are Enormous
User Experience Quality
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Visit
Explore
Interact
Convert
Low High

10. Test Early in the Cycle
Product Development cycle
Plan Build Launch Support
Cost to remedy problems that are identified
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$$

11. Employ a User-Centered Design
Process
Optimize
Validate
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Strategy & Planning
Discover
• Who are our users?
• What do they need?
• What do we build?
Design & Specification
• How do we design it?
• Will they use it?
• How do we improve it?
Launch & Production
• Are there showstoppers?
• Did we have impact?
• What do we do next?

12. Employ a User-Centered Design
Process
Optimize
Validate
CONFIDENTIAL 12
Strategy & Planning
Discover
• Who are our users?
• What do they need?
• What do we build?
Design & Specification
• How do we design it?
• Will they use it?
• How do we improve it?
Launch & Production
• Are there showstoppers?
• Did we have impact?
• What do we do next?

13. Know Your
Customers.
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14. CONFIDENTIAL 14

15. Top 100 Customers
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16. How Do They Use Our Mobile
Channel?
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17. Study the Competition.
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18. Bridalveil Falls
Chilnualna Falls
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19. CONFIDENTIAL 19

20. COMPETITOR
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21. CONFIDENTIAL 21

22. Post Redesign Metrics
CONVERSION ORDER SIZE
CONFIDENTIAL 22
240%
268%

23. Validate
Concepts.
CONFIDENTIAL 23

24. CONFIDENTIAL 24

25. Quantitative Protoype Study
Outcome
CONFIDENTIAL 25
600 Customers
1. Active
Users
2. Went
Inactive
3. Never
Used
1. Would
Adopt
2. Some
Would
Adopt
3. Still Not
Interested

26. Iterate
Designs.
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27. Iterative Testing Process
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Test 1
Iterate Iterate
Test 2 Test 3

28. Two-Week Design Sprint
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29. Monthly Rolling Studies
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30. Be Creative.
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31. CONFIDENTIAL 31

32. CONFIDENTIAL 32
HR /
Finance
Employees
Paper
Prototypes
Make-shift
Lab
Some
Useful
Insights

33. Measure Your
Impact.
CONFIDENTIAL 33

34. Benchmarking Measures
CONFIDENTIAL 34
Brand
• Overall
Impression
• Rating of Key
Brand Attributes
Call-to-Action
Metrics
• Likelihood to
(Primary Call to
Action)
• Likelihood to
Return
• Likelihood to
Recommend
(NPS)
Experience
• Satisfaction
• Ease of Use
• Success in Tasks

35. The Sandwich
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36. The Sandwich: Waves
UX Score
J & J Brand Wave 1 Wave 2 Change?
78 84 ↑
60 55 ↓
65 68 ↑
70 78 ↑
55 65 ↑
65 60 ↓
82 78 ↓
69 78 ↑
72 65 ↓
64 80 ↑
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37. The Wheel
Monthly
Quarterly
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38. The Wheel: Continuous
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100%
80%
60%
40%
20%
0%
Monthly sample size (n=250)
Overall
satisfaction
Experienced
frustrations
Overall Scorecard: Site Satisfaction / Frustrations
(6/7 Very Satisfied) / (% Experienced Frustrations)

39. Look Past
the Surface.
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40. What people say
is not always
what they do.
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41. Online Dating Site
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42. 59 290!
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43. Right Methods.
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Use the

44. Many Methods &Techniques
Focus Groups
Ethnographic Research
Remote Usability
A/B Testing
Behavioral Tracking
Heuristic Reviews
Intercept Surveys
Quantitative User Experience Research
Mobile Testing
Eye Tracking
Lab-based Usability
Beta Testing
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45. CONFIDENTIAL 45

46. How do we
make this a
success the
first time?
What’s wrong
with this new
home page?
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How do we
drive online
orders?
Focus
Groups
Intercept
Usability
Testing
Beta
Testing
A/B
Testing
Intercept

47. Always Look
for Ways to
Innovate.
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48. Eliminate Risk.
Know Your Customers.
Study the Competition.
Validate Concepts.
Iterate Designs.
Be Creative.
Measure Your Impact.
Look Under the Surface.
Use the Right Methods.
Always Look for Ways to Innovate.
CONFIDENTIAL 48

49. Drive Customer Satisfaction and
Grow Net Promoters
CONFIDENTIAL 49

50. After This Webcast You Will Receive
Our Complimentary 10 Habits List
CONFIDENTIAL 50

51. Questions?
CONFIDENTIAL 51

52. Thank you!
• For follow-up questions for our speaker, contact:
Amy Buckner
amy@answerlab.com
• For questions about AnswerLab user experience
research services, contact:
Sales@answerlab.com
CONFIDENTIAL 52