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Learn how to increase the effectiveness of your website and landing pages through the implementation of use cases.
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Use Cases: Getting the Right People Through
the Right Activities with Ease
Brian Lewis
Director of Optimization
Site Tuners
619-223-8020
Follow me @ImAnonymous
Use Cases • Why they’re important
• What they are
• How to create
• Evaluating your site with Use Cases
What We’re Going to Discuss
Aesthetics
Usability Context
Appropriate
Marketing
Aesthetics
Usability Context
Appropriate
Marketing
What Are
Use Cases
Use Cases
Represent an important or common task that your visitors will be trying to accomplish
Roles of your visitors
Tasks or goals of your visitors
Tasks
Tasks
Tasks
Roles
Roles
Roles
+
+
+
• Who they are
• What’s important to them
• Level of knowledge
• Where they’re coming from
• Their style – habitual, impulse, research
Role Influencers
• Awareness
• Interest
• Desire
• Action
Task Stages
Cognitive or Learning
Affect
Behavioral
4 Task Stages
“Pre-research” on product or service
Early Research
Research on Company’s advantage
Browsing
Detailed research
Price comparison
Ready to buy
Task Stages
Awareness
Interest
Interest
Interest
Desire
Desire
Action
Task Task Stage
2-Step Use Case Process
Constructing your use cases
Evaluating site based on the use cases
Tips for Constructing Use Cases
• Get Sales, Marketing, Customer Service involved
• Use your analytics
• Look at your competitor sites
• Consolidate similar use cases
• Write up in a format: Summary and specific intent
Use Case 1
Couple who’s never been on a cruise wants
to see if it’s the right type of getaway
Specific Task & Intent: Soon to be married couple is
researching honeymoon options & wants to learn about cruises.
• Looking for cruises that are designed as romantic getaways
• Wants to see various price ranges
• Needs to read reviews and experiences from other honeymooners
• Wants to learn about typical amenities and activities on ship
• Put the blinders on and remove all previous biases
• Document every step including how you’d feel
• Write the analysis in a narrative format
• Be a little more forgiving than a typical visitor
• Assign a letter grade to each Use Case
Evaluating Your Site with Use Cases
Copyright © 2011, SiteTuners - All Rights Reserved.
Use Case 3
• Patient lands on this page after searching the phrase “heart
valve surgeons” in Google.
• She feels comfortable she’s on a page relevant to her needs
after glancing at the images of doctors in the banner, and
reading the banner headline.
• She becomes a bit confused though when scanning the logo
and tagline. She wonders if the surgeon directory is only
available in a book she must purchase.
• She then reads the headline “Free Heart Valve Surgeon
Directory” and becomes reassured.
• Scrolling down to the lime green box, she notes that searches
are available by geographic location – an important feature, as
she’d prefer not to travel too far.
• Not sure what the video is about or why she should watch,
she skips down to click the “Start Search” button.
Evaluation Criteria
• Effectiveness: Successfully accomplish tasks
• Efficiency: Quickly accomplish tasks with ease
• Satisfaction: Enjoy the experience
More Evaluation Criteria
• Error frequency, severity and recovery
• Reusability
Use Case Examples
Use Case Example #1
Couple who’s never been on a cruise wants
to see if it’s the right type of getaway
Specific Task & Intent: Soon to be married couple is
researching honeymoon options & wants to learn about cruises.
• Looking for cruises that are designed as romantic getaways
• Wants to see various price ranges
• Needs to read reviews and experiences from other honeymooners
• Wants to learn about typical amenities and activities on ship
What’s their goal?
Use Case Example #2
Couple looking to book a bargain cruise
Specific Task & Intent: Retired couple looking to take advantage
of bargain priced last minute available cabins and are ready to
book if they can find a great deal.
• Departure date and length of travel are flexible
• Open to most destination and cruise lines
• They are very experienced with cruises
• Prefer ship with handicapped accessibility, disabled-friendly cabins
What’s their goal?
Use Case Wrap-Up
Improve Conversion by:
1. Getting into the heads of your visitors
2. Identify role influencers and task stages
3. Play the role and critique your site
4. Implement structured program to act from insights
5. Blow up what you have and redo your site
Thanks!
Brian Lewis
Director of Optimization
Site Tuners
619-223-8020
Follow me @ImAnonymous
Use Cases: Getting the Right People Through
the Right Activities with Ease
