This document outlines an educational program focused on reducing product failure and enhancing conversion rates, featuring a webinar hosted by Peter Hughes and supported by UserZoom and the User Experience Professionals Association. It includes information on usability testing techniques, metrics for measuring conversion satisfaction, and tips for improving digital product relevance and engagement. Participants are encouraged to interact and will receive access to recorded content and additional resources.

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An educational program co-sponsored and supported by
UserZoom and User Experience Professionals Association.
Reducing Product Failure While
Boosting Conversion Rates
with Peter Hughes
Join now at www.uxpa.org for member-only pricing
UXPA Seattle Conference 2016
May 31 – June 3
uxpa2016.org

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Rapidly Test Usability & Measure UX
UserZoom is the All-in-One UX Research Platform for the Data-Driven Enterprise

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• Worksheet is available at ascest.com/UXPAWorksheet
• Chat box is available if you have any questions
• Look out for quick poll questions
• There will be time for Q&A at the end
• We will be recording the webinar for future viewing
• All attendees will receive a copy of the slides/recording
• Continue the discussion using #UZWebinar
Quick Housekeeping

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Questions

5. Need more info?
Get answers about UserZoom. We are here to help.
Talk with one of our knowledgeable staff.
Contact us
UserZoom
10 Almaden Boulevard, Suite 250
San Jose, CA 95113
Toll free number: (866) 599 1550
www.linkedin.com/company/userzoom@UserZoomFollow us

6. Peter Hughes
Founder & CEO of :
Find out more at
UXInterviewSecrets.com
UX Research & Usability Testing
Bootcamps + Workshops + Coaching
ascest.com
peter@ascest.com
(646) 942 2929
• Develop your UX
research skills
• Self-paced learning
tools
• Low cost
• Corporate training
services
• Bring your UX
research in-house

7. Reducing Product
Failure While
Boosting
Conversion Rates
by
Peter Hughes

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Digital product importance?
How important are digital
products to your company?

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Conversion satisfaction
How happy are you with your
conversion rates?

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rFail to delive
Credit: 2011 Peter Hughes – All rights reserved

11. Upsellrate
Customer servicecost reduction
Sales
Product
location time
Registrationcompletion
Repeat
visits
Operational
efficiency
Ordersize
Related
content
clicks
Conversion Metrics

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5%
Imagine if …

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$10,000 s$100 s $1,000,000 s

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Learn
techniques

15. Fits any budget & plan

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oOPs
My
pro
tips

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2
3
Product Value
Sequence
1

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1
2
3
Product Value
Sequence
Relevance

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1
3
Product Value
Sequence
Engagement

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1
2
Product Value
Sequence
Satisfaction

21. Sightseeing planning
Credit: Michael Gray - CC BY SA 2 - - creativecommons.org/licenses/by-sa/2.0/

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Sightseeing planning
• Just moved to Big Apple

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Sightseeing planning
• Just moved to Big Apple
• Never been to Metropolitan
Museum

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Sightseeing planning
• Just moved to Big Apple
• Never been to Metropolitan
Museum
• Plan trip for family and friends

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Congratulations!
You have been selected to receive a
FREE Family Membership and a $100
Store Certificate. Click here to obtain your
gift now

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Did you see useful options or
information for planning your visit?

27. Did you see the special offer?
27

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Congratulations!
You have been selected to receive a
FREE Family Membership and a $100
Store Certificate. Click here to obtain your
gift now
Congratulations!
You have been selected to receive a
FREE Family Membership and a $100
Store Certificate. Click here to obtain
your gift now

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Did you correctly identify the offer?

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Well done !

31. 31
Congratulations!
You have been selected to receive a
FREE Family Membership and a $100
Store Certificate. Click here to obtain your
gift now

32. Do they recognize the solution
that you offer?
Do they understand?
Can they find it?
32
Check your alignment

33. 5 Second Test
1. Take screenshot

34. 5 Second Test
1. Take screenshot
2. Show 5 seconds to target
customers

35. 5 Second Test
1. Take screenshot
2. Show 5 seconds to target
customers
3. Ask prepared questions

36. 5 Second Test
1. Don’t explain

37. 5 Second Test
1. Don’t explain
2. Multiple screens – different
questions

38. Basic Usability Test

39. 1. Determine test goals
Basic Usability Test

40. 1. Determine test goals
2. Create tasks & prep screens
Basic Usability Test

41. 1. Determine test goals
2. Create tasks & prep screens
3. Locate target audience
Basic Usability Test

42. 1. Determine test goals
2. Create tasks & prep screens
3. Locate target audience
4. Read tasks
Basic Usability Test

43. 1. Determine test goals
2. Create tasks & prep screens
3. Locate target audience
4. Read tasks
5. Watch what happens. Listen…
Basic Usability Test

44. 1. Determine test goals
2. Create tasks & prep screens
3. Locate target audience
4. Read tasks
5. Watch what happens. Listen…
6. Look for patterns
Basic Usability Test

45. 5 Second TestBasic Usability Test
1. Don’t give clues (Outcome, not how)

46. 5 Second TestBasic Usability Test
1. Don’t give clues (Outcome, not how)
“You want to buy a hiking boot, and not spend more
than $100. You go to Bestshoesintheworld.com and
browse the men’s section for suitable options by
filtering your initial category selection.”

47. 5 Second TestBasic Usability Test
1. Don’t give clues (Outcome, not how)
“You want to buy a hiking boot, and not spend more
than $100. You go to Bestshoesintheworld.com and
browse the men’s section for suitable options by
filtering your initial category selection.”
BAD!

48. 5 Second TestBasic Usability Test
1. Don’t give clues (Outcome, not how)
“You need a pair of waterproof hiking boots, and
don't want to spend more than $100. You go to
BestShoesInTheWorld.com and land on the following
page. What would you do?”

51. 5 Second Test
1. Don’t give clues (Outcome not how)
2. Test early
Basic Usability Test

52. Test early
Credit: 2015 Peter Hughes – All rights reserved

53. Paper Prototyping Apple
Watch App Concept

54. #2 – Reduce Development Costs

55. Cost of changes
Cost
Time

56. Cost of changes
Cost
Time

57. Content Test
Credit: Samuel Mann - CC BY 2 - creativecommons.org/licenses/by/2.0/

58. 1. Print primary content screens
Content Test

59. 1. Print primary content screens
2. Place prints in folder
Content Test

60. 1. Print primary content screens
2. Place prints in folder
3. User highlights valuable info
Content Test

61. 1. Print primary content screens
2. Place prints in folder
3. User highlights valuable info
4. User locates same info online
Content Test

62. 1. Adobe Acrobat Pro can print
whole websites
Content Test

63. 1. Adobe Acrobat Pro can print
whole websites
2. Remove any URLs or path info
Content Test

64. Expert vs Novice Test
Credit: George P. Macklin - CC BY SA2 – creativecommons.org/licenses/by-sa/2.0/

65. 1. Interview best customers
Expert vs Novice Test

66. 1. Interview best customers
2. Create tasks
Expert vs Novice Test

67. 1. Interview best customers
2. Create tasks
3. Locate target customers
Expert vs Novice Test

68. 1. Interview best customers
2. Create tasks
3. Locate target customers
4. Assign same tasks
Expert vs Novice Test

69. 1. Interview best customers
2. Create tasks
3. Locate target customers
4. Assign same tasks
5. Note variations
Expert vs Novice Test

70. 1. Interview best customers
2. Create tasks
3. Locate target customers
4. Assign same tasks
5. Note variations
Expert vs Novice Test

71. 1. Interview best customers
2. Create tasks
3. Locate target customers
4. Assign same tasks
5. Note variations
6. Show intended paths
Expert vs Novice Test

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2
3
Product Value
Sequence
1
Relevance
Engagement
Satisfaction

73. Top 5 Tips
Credit: Lara604 - CC BY SA2 – creativecommons.org/licenses/by-sa/2.0/

74. Will it work ?
Credit: Matt Brown - CC BY 2 – creativecommons.org/licenses/by/2.0/

75. Don’t explain
Credit: Petras Gagilas - CC BY SA2 - creativecommons.org/licenses/by-sa/2.0/

76. Ask them to show you

77. Ask them to show you
Credit: Dave Catchpole - CC BY 2 - creativecommons.org/licenses/by/2.0/

78. Customer leads
Credit: Julien GONG Min - CC BY 2 - creativecommons.org/licenses/by/2.0/

79. Things go wrong
Credit: Kelly Nighan - CC BY SA2 - creativecommons.org/licenses/by-sa/2.0/

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Feeling overwhelmed?

81. Peter Hughes
Founder & CEO of :
Find out more at
UXInterviewSecrets.com
UX Research & Usability Testing
Bootcamps + Workshops + Coaching
ascest.com
peter@ascest.com
(646) 942 2929
• Develop your UX
research skills
• Self-paced learning
tools
• Low cost
• Corporate training
services
• Bring your UX
research in-house

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Thank you !