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Ever wonder how all the research and customer feedback gathered gets translated into a product experience? This is a soup to nuts approach I've used in the past.
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A UX Journey
Zoe Clelland
UX is Bigger than “Just”
Examine the business
Learn about customers
Translate to strategy
Translate to product
Translate to experience
Translate to visual design
Translate to business success
Examining the Business Case Study from online people search company
What do we offer? Phone numbers!
Why do people visit us? Um… phone numbers?
How are we unique in the market? Oh crap.
Let’s Learn About Customers
Mental Model: An explanation in someone's thought process for how something works in the real world.
A mental model is not a design, but rather a framework by which to make product and design decisions Mental Models include what a person thinks is true Mental models allow a person to predict the results of
his actions.
Many innovative ideas fail to be translated into successful products because these ideas are often at odds with prevailing mental models of users!
Mental Model Research Plan We went BIG because we knew so little
Quantitative online web panel (n=500) consisting of both open and close ended regarding people search across all mediums
Qualitative diary studies (n=27) where participants kept records of who what where and how they searched for people over several weeks plus contextual interviews (n=10)
But the results were VERY illuminating!
Findings Three core people search types: Practical, Quest, Research
Biggest issue to finding someone was too many results returned
User need more information to be able to identify the “right” person
Visitors actually used maps more than any other feature (a new use case to us!)
Preferred contact depended on relationship (phone vs text vs email)
Users want to be able to own what contact info is available for them and adjust privacy
Ads are overwhelming and deceiving (we knew that one, but revenue…)
Translating to the Strategy Mission (its all about practical people search and contact information)
We make it fantastically simple for everyone to find each other and connect
Positioning (contact and be contacted on your terms) Where everybody lives. <Company> is where everybody’s contact information lives and is
the place people go to find and be found. It puts people in control of their own information and is accessible anytime, anywhere. We work continuously to earn people’s trust and to create an experience that exceeds expectations.
Attributes (finding balance between ad revenue and an effective experience) Stewards of Trust • Relevant Innovation • Intuitive Experiences • Best Source
Translating to the Product Add professional contact data
Add more contact types (email)
Add identifying information
Allow privacy control to listing owners
Do not take a hit in revenue AND cover the cost of all the work.
Translating to the UX: Home
Translating to the UX: Home Simplify entry, minimize advanced
searching
Most less critical search types into tabs (data driven)
Fewer ads with more impact
Natural language vs robot voice
Promotion area for new features and brand values
Translating to the UX: Results
Translating to the UX: Results Guiding paradigm and user motivation to
“find the right John Smith”
Added map to help associate general location and neighborhood
Added identifiers in a super scannable
format with advanced and intuitive sorting
and filtering
Rollover algorithms to account for name and location variations
Added search fields at top of all pages (duh) to aid workflow
Indicators of personal or business contact info and contact methods available
Remove ad links from listings, rely on higher value placements
Translating to the UX: Details
Translating to the UX: Details Guiding paradigm and user is to provide any
and all pertinent information available about the person
Added large map by default, easy access to directions
Created page patterns to help users understand content vs ads
Allow direct scroll thru of listings to support workflow
Add engagement features such as “listing claim”, private contact, and accuracy ratings
Enforced that only related ad content (e.g., public records) can appear aside listing, clearly delineated
Translating to the VisD Simple simple simple!
Dial down colors so as not to compete with ad content (rather, distinguish from)
Clean, modern fonts
Extra white space and larger controls to create an “easy” feel
Portray site as reputable and trustworthy (vs spammy link farm)
Translating to the VisD Maintained content vs ad
separation
Created visual language with custom icons and consistent usage of color
Oh the alignment and wrapping woes…but worth it!
Translating to the VisD Used green as primary
accent used for WP related items only
Emphasis on “claim” functionality and privacy as key part of strategy
Leave opportunity for friendly humor as part of brand tenets
Business Results Increase in visits per unique visitor by 6%
Organic increase in page views per visits nearly 17%
Increase in searches per visit (likely to find and claim personal listing)
Doubled conversion rate of member services compared to previous integration
70% reduction in post production interaction bugs compared to previous releases
Highest Net Promoter Score (NPS) in WP history with gain of over 30 points
Exceeded lofty revenue goals by 9% (we’re talking millions here!)
Questions?