UX Associations Webinar

UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
UX for Associations
What It Is, How It’s Done, and Why It Matters
With Danielle Gobert Cooley & Hosted by Jason Stone, Engage
Association Best Practice Series

Jason Stone
• Internet marketer since 1996
• Washington University, MBA
• Member, ASAE
Email jstone@engagesoftware.com
Twitter @StoneSTL
LinkedIn linkedin.com/in/jasonhstone
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VP, Sales & Marketing, Engage

Housekeeping
• All attendees are in “listen-only” mode.
• Q&A session at the end of the presentation.
• Use the chat box to ask questions or alert us to any technical
difficulties.
• A recording of today’s presentation will be made available.
3
How It Works

Post Webinar Survey
There will be a 5 question survey at the end of the event. Completing the
survey enters you into a drawing for a $25 Visa gift card!
4
Your Feedback Is Important to Us!

Danielle Gobert Cooley
• BE, Biomedical and Electrical Engineering, Vanderbilt University
• MS, Human Factors in Information Design, Bentley University
• Past Annual Conference Chair, User Experience Professionals Association
Email danielle@dgcooley.com
Twitter @dgcooley
LinkedIn linkedin.com/in/dgcooley
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15 Years as a UX Specialist
Selected Work

What is UX?

What is UX?
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Google Image Search 2015

What is UX?
The effectiveness, efficiency, and satisfaction with which
specified users achieve specified goals in particular
environments.
9
ISO1 9241-11
1International Organization for Standardization (ISO) covering ergonomics of human-computer interaction

UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 10
Visual
Design

Visual
Design
Interaction
Design
Information
Architecture
Content Strategy
User Research

Building Good Websites
Building a good website is not unlike building a house.
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User Research
House
• Who’s going to live there?
• Any disabilities?
• How many? How old?
• How long will they stay?
Website
• Who will use the site?
• Any disabilities?
• What incomes, ages, and education levels?
• What are their pain points? End goals?
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Visual
Design
Interaction
Design
Information
Architecture
Content Strategy
User Research

Characteristics of Association Web Visitors
Members
• Professionals who want to be part of a group
• Looking to improve their organization and/or
themselves
• Legitimacy, status, authority
Consumers
• Seeking referrals, locations, information on services,
choices, and education
Association Employees
• Internal needs (benefits, policies, etc.)
Policy Makers
• Seeking information to justify or modify their position
Leadership
• Communication, community, and perception
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Multiple Visitor Types: Members, Consumers, Employees, Policy Makers & Leaders
User Research

Content Strategy
House
• What rooms are needed?
• What size furniture must be accommodated?
• How many cars? Bikes? Small kitchen appliances?
Website
• What features and functions are necessary?
• What pages do we need?
• Any photos? Videos? Copy? Product Reviews?
• Who will create this content? Govern it?
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Visual
Design
Interaction
Design
Information
Architecture
Content Strategy
User Research

Information Architecture
House
• How will the rooms be arranged?
• What about traffic flow?
• Lighting needs?
Website
• What is the best navigation structure?
• How should individual screens be laid out?
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Visual
Design
Interaction
Design
Information
Architecture
Content Strategy
User Research

Planning Ahead
“You can use an eraser on the drafting table or a sledge hammer
on the construction site” – Frank Lloyd Wright
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Case Study: Sargento
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Interaction Design
House
• Which way should the doors swing?
• Should there be knobs or lever handles?
• Placement and types of switches?
Website
• Which controls should be used for navigation? Selections?
Actions?
• Dropdowns vs Checkboxes?
• What about micro interactions?
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Visual
Design
Interaction
Design
Information
Architecture
Content Strategy
User Research

Visual Design
House
• What paint colors will be used?
• Flooring choices?
• Cabinet finishes?
• Window treatments?
• Landscaping?
Website
• What color scheme is most appropriate?
• What about the typography?
• Will there be any iconography? What style?
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Visual
Design
Interaction
Design
Information
Architecture
Content Strategy
User Research

Visual Design

Before & After

All new in 2016!

Visual
Design
Interaction
Design
Information
Architecture
Content Strategy
User Research

Great! Now How Do We Make Sure People Have Good
Experiences with Our Site?

Design Thinking

Design Thinking: Empathize
• Ethnographic Research
• Contextual Inquiry
• Field Studies
• Immersion Studies
• Journaling Studies
• Journey Mapping
• Empathy Maps
• Surveys
• Annual Meeting
Activities
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• Persona Development
• Card Sorting
• Tree Testing
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Design Thinking: Define

Design Thinking: Ideate
• Brainstorming
• Mind Mapping
• 6-3-5 Brainwriting
• Design Studio
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Photo via http://bradfrost.com/blog/post/establishing-design-direction/

Design Thinking: Prototype
• Sketching
• Paper Prototyping
• Modeling
• Wireframing
• Interactive Prototyping
• Axure
• iRise
• Balsamiq
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Design Thinking: Test
Usability Testing
• In-lab Moderated
• Field Moderated
• Remote Moderated
• Unmoderated
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Photo via http://www.pixotech.com/pixos-usability-testing-lab/

Good UX Increases Your Bottom Line

1. Increased Revenue

1. Increased Revenue
The average business metrics improvement after a usability redesign is 83%.
• Conversion rates
• Traffic numbers
• User Performance
• Target Feature Usage
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Increasing your bottom line
http://www.nngroup.com/articles/usability-roi-declining-but-still-strong/

http://zd.net/1TqTavQ
44

Checkout
http://bit.ly/1TqTwSZ

http://bit.ly/1TqTwSZ

2. Decreased Development & Support Costs

Case Study: Pfizer
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Case Study: MediConnect
“Our next move was the smartest move we could have made
– we asked our customers why they weren’t using it?”
Amy Rees Anderson
“Life is Complicated Enough – Keep Your Software Simple”

Case Study: MediConnect
“Our next move was the SECOND* smartest move we
could have made – we asked our customers why they
weren’t using it?”
Amy Rees Anderson
“Life is Complicated Enough – Keep Your Software Simple”

3. Increased Employee Efficiency

3. Increased Employee Efficiency
• Average membership manager salary in the United States: $66,258
• Average intranet task success rate: 74%
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Photo via: http://www.agentur-loop.com/en/careers/umbraco-net-developer
http://www.nngroup.com/articles/intranet-users-stuck-low-productivity/

4. Increased Word of Mouth Marketing

“A thrilled customer is the most potent marketing asset your
organization can leverage.” – John Jantsch Founder, Duct Tape Marketing
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A word of mouth impression drives at least 5x more sales than a paid
impression.
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http://www.womma.org/ReturnOnWOM

5. Differentiation from the Competitors

Stat via http://www.walkerinfo.com/Customers2020/

“The percentage of companies competing primarily on the basis of customer experience is rising from 36%
two years ago to 58% today to a whopping 89% two years from now. The implication is that customer
experience has become a strategic imperative.” – Gartner 2014
61
0
20
40
60
80
100
2012 2014 2016
% of companies competing primarily on the
basis of customer experience

6. In the End, Though, It’s Just the Right Thing To Do.

A user-centered approach to digital product design
and development will:
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In Summary…
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Connecting the Dots…
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If Danielle is your architect, Engage is your builder.

About Engage
• All developers and designers are US-based here in St. Louis Missouri
• Analytics, Design, CMS, AMS, CRM, and custom software development
• In the past 3 years, 20+ successful association website launches
• Five clients took home Protech Wow! Awards at the 2016 Fusion Conference
• 2016 ASAE Gold Circle rheumatology.org
Website engagesoftware.com
Twitter twitter.com/engagesoftware
LinkedIn bit.ly/engage-li
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17 Years in Software Development

ASAE Gold Circle Award
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Rheumatology.org

How Engage Works
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Project Lifecycle

Q&A
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Question and Answer

Don’t Forget Our Survey!
There will be a 5 question survey at the end of the event. Completing the
survey enters you into a drawing for your $25 Visa gift card!
74
Your Feedback Is Important to Us!

Next Webinar
Growing Millennial Membership
Presenter: Gail Straus
August 18, 2016 2:30 PM EDT
Save the Date!
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Association Best Practice Series

Thank You for Attending!
Danielle Cooley
Email danielle@dgcooley.com
Twitter @dgcooley
Website dgcooley.com
Jason Stone
Phone (314) 884 - 2448
Email jstone@engagesoftware.com
Website www.engagesoftware.com
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