Presented at ORBiT Canada's Real Time Day 2016 Panel discussion by: • Moderator: John Foreman, ePath Consulting • Newton Asare II, ClientDesk • Tara O'Doherty, Cossette Communications • Terry Constantino, Usability Matters • Adam Mitchell, Mitchell & Whale This session builds on the keynote address. Walk away understanding: - Where you should start or revisit if you’ve already launched technology - The building blocks: what you need and what you need to do - What sort of ROI you can expect - What kind of expertise you need and where to find it - What metrics you need and how they get them. Then how to evaluate changes in response to your metrics

1. Usability is King
• Adam Mitchell, Mitchell & Whale
• Newton Asare II, ClientDesk
• Tara O’Doherty, Cossette
Communications
• Terry Constantino, Usability
Matters
• John Foreman, TMRC (moderator)

2. 2
Usability
What is it ?

3. 3
Usability – I know it when I see it
Good usability?

4. 4
Usability – I know it when I see it
Not-so-Good Usability

5. 5
Usability
“the extent to which something can be used
by its targeted users to achieve their objective
with a high level of effectiveness, efficiency
and satisfaction.”

6. 6
Online Usability
What is the impact of a poorly designed online experience?
What were they thinking??

7. 7
Some Statistics …
85% abandon a site due to poor design
83% leave because it takes too many clicks to get what
they want
62% gave up looking for an item while shopping online
40% never return to a site because the content was hard
to use
50% of sales are lost because visitors can’t find content
Source: Online Marketing Institute

8. 8
Key questions …
Key question …
How do we ensure good usability for our customers
while also achieving our business goals?

9. 9
Our Panel …
Tara O’Doherty
VP Customer Experience Strategy, Cossette Communications
Terry Costantino
VP Customer Experience Strategy, Cossette Communications
Newton Asare II
CEO, ClientDesk
Adam Mitchell
President, Mitchell & Whale Insurance

10. 10
Thank You !