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AUGUST 4, 2016#DOYOLive
Transforming Customer and Client Outcomes Through Engaging User Experiences
Dr. Guiseppe Getto
A digital marketing, UX, and technical communication agency
http://contentgarden.org
President and Co-FounderAssistant Professor at East Carolina University
What We’ll Cover
Why UX is important for just about everybody
How to manage all your UX efforts from one strategy document
How to build engaging customer experiences through design, test, refine
Some great tools for managing your UX strategy
Why Is UX Important?
UX - all the processes a digital product or service must undergo to ensure high customer satisfaction
80% of people now shop online before making a purchase
70% of people won’t buy from or use a poorly designed website
Why Is UX Important?, cont’d
66% of people make decisions about a brand based on a company’s website
50% of people now shop on mobile devices at least some of the time
You have about 10-20 seconds to hook a new website visitor before they abandon your site
Why Is UX Important?, cont’d
Usability of a company’s website is a key factor in customer retention
Post-purchase content and support is a key factor in future purchasing decisions
Why Is UX Important?, cont’d
Traditional Marketing Funnel - Source: McKinsey.com
Why Is UX Important?, cont’d
Brand Consideration Loop - Source: McKinsey.com
What Is a UX Strategy?
UX - all the processes a digital product or service must undergo to ensure high customer satisfaction
+ Strategy - a means of achieving a goal
= the ongoing processes for achieving high customer satisfaction for digital products or services
UX Strategy Blueprint
ChallengesAspirationsFocus AreasGuiding PrinciplesActivitiesMeasurements
Source: experiencinginformation.wordpress.com
Challenges
What problems are you trying to solve?
What obstacles must you overcome?
Example: Our customer acquisition is down. We need to get marketing and design on the same page when it comes to converting website visitors to customers.
Aspirations
What are the ideal desired outcomes?
What do you want to achieve?
Example: We want to increase our rate of customer acquisition by 25% next quarter. We want to achieve a higher ratio of website traffic / new customers.
Focus Areas
What is the scope of the strategy?
What will you focus on for the most impact?
Example: We will start with a strategy for A/B testing our current website design with proposed variations. This will allow us to optimize our site for better conversion.
Guiding Principles
How will you overcome the challenges?
What specific mantras will guide teams?
Examples:Design, test, refine.Listen to customers, but watch what they do.Build customer-centric prototypes.
Activities
What types of activities solve the problems?
What capabilities achieve your aspirations?
Examples:User InterviewsUsability TestingRapid PrototypingPersona DevelopmentContent Strategy
Measurements
What types of measurements will you employ?
What metrics will be used to gauge success?
Examples:Favorability of Customer StoriesTask Completion RatesConversion Rates of PrototypesNeeds and Pain Points of Different PersonasContent Goals, Audiences, Channels
Design, Test, Refine
Design• Build a simple prototype the cheapest way
you can, preferably without code
Test• Test your prototype with actual people, at
least 5 of them from your target market
Refine• Improve your prototype based on the
feedback
Design, Test, Refine, cont’d
Repeat as necessary• Go through this process for each digital
product or service until your tests reveal a high satisfaction level in your users
• Get everyone in your organization involved who has anything to do with the product or service
• Schedule regular design, test, refine sessions post-launch to ensure customer satisfaction stays high
Tools of the Trade
Usability: http://trymyui.com
Rapid Prototyping: http://uxpin.com
Content Strategy: http://bit.ly/1M3Yd3U
Content Management Systems: WordPress, Magento, Joomla!
Go Forth With Thy Strategy!
Need help? Visit: http://contentgarden.org
Content Garden, Inc.• Search Engine Optimization• Writing• Digital Marketing• Social Media• UX Design• Customized WordPress Websites
