For NAFCU Conference in Las Vegas March, 2010

1. Designing&Refining
NAFCU 2010 Strategic Growth Conference
Your Web Presence To Improve
Member Relationships
Yvonne Garand, CLU, ChFU
Michael Rawlins, CUA

2. ABOUT YVONNE...
Yvonne Garand, CLU, ChFC
Over 20 years in financial
services
VP, Marketing & Business
Development
Responsible for executing
VSECU brand and web
experience
An old KISS fan
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3. ABOUT MICHAEL...
Michael Rawlins, Certified
Usability Analyst
Over 20 years of Fortune 100
company experience
Director, User Experience, Open
Solutions Inc.
President, CT Usability
Professionals Association
Adjunct Professor at Manchester
Community College
I once had lots of hair...
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4. WHY REDESIGN?
This is your
current site
It’s not a
good one...
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5. THE DESIGN PROCESS
Everything is
cool in the
beginning...
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6. YOUR NEW WEBSITE!
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7. CAN YOU RELATE?
Everyone is an expert... Really?
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8. COLLABORATION...
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9. MORE COLLABORATION...
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10. WHAT HAPPENED?
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11. THE SHIFT FROM...
Build it and they will come!
Really? How about this?
Who are you building the site for?
What are your goals and objectives?
What are you trying to accomplish?
Define the purpose of your website...
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12. THE BUSINESS BENEFIT?
Every dollar invested in usability returns $10 to $100
Realize:
Better business requirements
Shorter development cycles
Opportunities to leverage your target users needs
A website that works!
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13. WHO ARE YOUR USERS?
What do you
know about
them?
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14. A NEW VALUE PROPOSITION
Build your website from your users point of view...
Involve your users in the design process.
Determine how to measure the success of your design.
Adopt a user centered design process - where tangible
usability goals are established!
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15. THE BUSINESS VALUE...
Make design
changes early in de
high sig high
n
the lifecycle, fre
ed
when you know om
the least about
ability to make changes
your users - and
have the most
design freedom.
ls
oa
It will costs you se rg
fu
less $$$ in the geo
led
long run... ow
kn
low low
time spent and $$ in development lifecycle
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16. A FEW DEFINITIONS...
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17. USABILITY?
Effectiveness - can the users achieve their goals
Ease of Learning - how fast do they learn the interface
Efficiency of use - how fast do they complete tasks
Memory management - short and long term memory
Error prevention - is there forgiveness in the interface
User satisfaction - do they like the experience
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18. MENTAL MODEL?
“...things should work the
way I think they should
work...”
When you break the
users mental model -
they respond negatively.
Usability testing explores
the user’s mental model
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19. Mental model example:
Imagine what happens
at this intersection...
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20. WHAT’S EASIER TO USE?
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21. USER CENTERED DESIGN?
User-centered design (UCD) is a structured
product development methodology that
involves users throughout all stages
of the development lifecycle, in order to create
a web site or application that meets users'
needs. This approach considers an
organization's business objectives and
the user's needs, limitations, and
preferences.
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22. UCD PROCESS...
To create a user centered website you must think about
the needs of your users throughout each step of the
development of your site.
Plan (objectives and requirements)
Collect data from your user population (observation)
prototype (create low fidelity wireframes)
test iteratively 1:1 with real users (task based testing)
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23. CASE STUDY
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24. VSECU REDESIGNS!
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25. VSECU PLAN
Get stakeholders involved early on in the lifecycle
CEO, Board, Staff, Members, Potential Members
Identified objectives
1. Showcase corporate brand
2. Facilitate ease with product & services = Sales
3. Highlight transparency & member engagement
4. Immediate access to online banking
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26. LOW-FIDELITY PROTOTYPING
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27. 27

28. 28

29. 29

30. NEXT STEPS...
Collaborate with users...
Test landing & product pages
Is it functional and does it fit
the users mental model
Monitor the clicks
Can I stump the members?
Source: Techsmith Corporation
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31. SOFTWARE TOOLS...
Source: Techsmith Corporation
Let’s watch a sample test!
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32. TESTING CRITERIA
Establish usability criteria prior creating the test questions
What are you measuring?
1. Users will be able to do “X” in less than 2 minutes.
2. Users will be able to navigate to “X” in 3 second and then do “Y”
in 2 minutes and 3 clicks.
3. Users will be able to apply for “Z” with no errors or assistance
from a customer service rep.
4. 90% of the users tested can apply for membership without
assistance.
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33. MORE TOOLS...
Expert reviews (heuristic evaluations - rules of thumb)
Online survey tools (example: Survey Monkey)
Remote testing (example: Usabilla)
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34. PATTERNS OF INTERACTION
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35. WIREFRAMING IDEAS
Source: Web Design
Patterns - Bill Scott &
Theresa Neil
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36. Source: Web Design
Patterns - Bill Scott &
Theresa Neil
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37. THE ROI (HARD & SOFT $)
Increase productivity
Reduce support calls
Reduce training
Increase conversion rates
Reduce drop-offs
Reduce learning curve Source: Human Factors International, Inc.
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38. Source: Human Factors International, Inc.
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39. 39

40. THE RESULT
In September 2009 Forrester Research reported that on
average, customers respond to a first rate user experience
resulting in:
More revenue:14.4% of customers are willing to consider
additional purchases.
Retention: 15.8% fewer customers considering doing
business with a competitor.
More prospects: 16.6% of your customers recommending
you to others.
Source: “Best Practices in User Experience (UX) Design” - Mike Gualtieri - Forrester 2009
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41. VENDOR SELECTION
Criteria for selecting a vendor:
Member usability
Website functionality
Content management system
Support and communication
Best practice for user experience
Develop a scorecard and apply grading
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42. SUGGESTED READING...
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43. MORE READING...
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44. Thank you!
Yvonne Garand - http://www.linkedin.com/pub/yvonne-garand/11/14/47
Michael Rawlins - http://www.linkedin.com/in/rawlins
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