This document discusses how laser-focused messaging and design can increase revenue through streamlining the user experience (UX). It covers establishing clear goals, researching users, creating a strategy, executing tests and experiments, and continuously improving. Key aspects of UX include limiting options to reduce decision fatigue, using visual cues to keep attention, and conveying emotions through design. The document also distinguishes UX, which focuses on usability, from UI, which focuses on visual design. It emphasizes testing hypotheses through A/B testing and continuously optimizing the user experience.

1. Streamlining UX: How
Laser-Focused Messaging and
Design Can Increase Revenue

2. I am Preston Zeller
Digital Marketing at DiscoverOrg
Strategist, Designer, Writer, Technologist
You can find me at @zellerhaus
or PrestonZeller.com
Hey There

3. What We’ll Cover
1. Who is this for?
2. Why do we design?
3. UX….or UI?
4. Aligning Product & Marketing
5. UX Principles & Strategy
6. Design Optimization Process
7. Experimentation
8. FAQ

4. Who is this for?
And why should you care about great UX/messaging?
1

5. Who is this for?
◉ Product
○ desktop, mobile, app
◉ Lead Generation
◉ eCommerce
◉ Anyone designing/building a product they
want to have maximum impact

6. Why do we design?
Goals, motivation, why you care...
2

7. Solve Problems
Bring clarity to ideas, actions, and concepts

8. Efficiency
Storytelling
Brand Awareness
Experience

9. Why does design sometimes feel like this?

10. UX…or UI?
Aren’t they the same? Not exactly.
3

11. “
Something that looks great but is difficult to use is
exemplary of great UI and poor UX. While
something very usable that looks terrible is
exemplary of great UX and poor UI.
Helga Moreno

12. Keywords to define UX
Analytical (customers, competitors,
etc), Strategic (content),
Wireframing, Testing, Tracking,
Analysis, Iteration

13. Keywords to define UI
Research, Brand, User
Guides/Storyline, Interactivity &
Animation, Screen size adaptation,
Working with Dev

14. It’s a Subjective Practice -
Designing for the User

15. Align Product &
Marketing
They’re more related than we think.
4

16. Buyer Personas
◉ What drives them?
◉ What do they want to accomplish?
◉ What problem are you solving for them?
◉ Why you, not the ‘other guy’?
Do research on these people -
both customers and prospects

17. Value-based selling
Focus on messaging selling
the financial impact relative
to the price paid...relative to
the competition.
Feature -> Benefit
Other areas to refine
Product launch timelines
The success of that new
product hinges greatly on a
the marketing roll out -
communicate new features
and benefits clearly so when
the product it out, your
buyers are ready.

18. UX Principles &
Strategy
Highlights for your UX improvements
5

19. People look up
from their mobile
device every 4-6
seconds

20. How to Keep Attention?
Group
Together
Different
Visual Cues
Focus on
Fewer

21. Patterns & Symmetry
Positive emotions yield a perceived
positive outcome.
So don’t bore you traffic!

22. Don’t Cause Confusion
◉ Boost feelings of
achievement
◉ Understand choices and
terms
◉ Cheerful, joyful
messaging and imagery
Plutchik's wheel of emotions

23. Streamlining
Easier
Decisions
Attention Emotions

24. Multiple Options?
FREEDOM TO ACT
Strike a Balance
Limiting the User?
PREVENTING ERRORS

25. Don’t piss off your users.

26. Design Optimization
Process
How do we design smarter?
6

27. Set Clear Goals
◉ Metrics will vary by context
◉ What are the pain points?
◉ Define business goals

28. Research
◉ Validate hypothesis
◉ Site analytics
◉ UserTesting, Interviews, etc.

29. Visual Identity
◉ Conveying the brand
◉ Proper use of color, typography,
imagery
◉ Illicit the right emotional
response

30. Content Creation
◉ Information Architecture
◉ Taking stock
◉ Updating messaging

31. Prototyping
◉ Wireframing, refined
wireframing
◉ Refined to Static mock
◉ They each bring upsides

32. Dev QA
◉ Ensure the end experience is
what it should be
◉ Speed!
◉ Crossbrowser & device

33. Launch
◉ Plan to mitigate bugs,
performance issues, etc
◉ Rollback plan if necessary

34. Building for
Experimentation
Turn it into a conversion machine
7

35. Build a Culture Around This
A/B Testing
Comparing two
elements on your
page to determine
which is better. Test
and prove hypothesis
statements.
CRO
Improve how
website visitors
interact with your site
to take a desired
action. Increase ROI
with no additional
expenditure on traffic
acquisition
Personalization
Location, interest,
interaction &
purchase history.
Make the overall
experience with your
asset more enjoyable.

37. Summing it Up
◉ Establish goals for improving UX
◉ Research & Analyze
◉ Formulate a Strategy
◉ Execute & Measure
◉ Improve Incrementally

38. Resources
Wireframe
◉ Pen, pencil, paper
◉ Sketch
Design
◉ Sketch, PS
Research
◉ UserTesting
◉ Customer database
Optimization
◉ CrazyEgg
◉ Optimizely
◉ SumoMe
◉ A/B Title Tester
◉ InVision
◉ Intercom

39. Any questions ?
You can find me at
◉ @zellerhaus
◉ PrestonZeller.com
◉ preston@zellerhaus.com
Thanks!

40. Sources
◉ http://usabilitygeek.com/ethics-in-user-experience-design/
◉ “Master Your Next Website Redesign” eBook - by Optimizely
◉ https://careerfoundry.com/en/blog/ux-design/the-difference
-between-ux-and-ui-design-a-laymans-guide/
◉ http://snip.ly/mjj7s#http://www.onextrapixel.com/2014/04/2
4/the-gap-between-ui-and-ux-design-know-the-difference/