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Title Text
Creating a Joyful Customer Journey with your Business Goals in Mind
Karen Reilly, Director of User Experience !
@iterate
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[email protected] | www.iterate.ie | 01 524 1346
Who is this person?
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• BSc Psychology applied to IT
!
• MSc Cyberpsychology
!
• Director of User Experience at iterate.
!
Passionate about UX, design, usability.
[email protected] | www.iterate.ie | 01 524 1346
Talk Overview
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• What is UX?
• What is CRO?
• User experience as an organisational goal
• Aligning organisational and user goals
• Designing user journeys
• Optimising your customer funnel
[email protected] | www.iterate.ie | 01 524 1346
Here we go…
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Adaptive Path run a 4 day workshop on UX.
!
It takes 1-2 years to get a Masters in a UX related field.
!
100s of 1-5 day conferences on UX.
You have me for 20 minutes.
1. UX, Actually
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[email protected] | www.iterate.ie | 01 524 1346
What Actually is UX?
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The totality of a visitors’ experience with a company or brand
It’s subjective and it’s dynamic.
[email protected] | www.iterate.ie | 01 524 1346
The Icing on the Cake?
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“Any company that has not yet realised making the customer successful is the key to profit and survival is either delusional or
on its way out of business”
Greg Nudelman, UX Matters
!
“Every dollar invested in UX yields a return between $2 and $100”
Charlie Claxton, UpTop
[email protected] | www.iterate.ie | 01 524 1346
Conversion Rate Optimisation… What is CRO?
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Making improvements to your website based on analysis and user research
• Identify your website’s unique objectives and needs (KPIs)
• More visitors
• More purchases
• Fix the issues
• Engage with the traffic you already have
CRO is a product of well defined UX strategy
Step 1: UX as an Organisational Principle
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[email protected] | www.iterate.ie | 01 524 1346
In the beginning… it takes money, time and effort
Start small • Move towards customer centric
• Encourage empathy for your users
• Get everyone involved - collaborate
• Create low fi personas
• Sketch low fi ideas
• Share UX ownership
Where do you Start?
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“90% of the work of being a UX designer is evangelism” David Malouf
[email protected] | www.iterate.ie | 01 524 1346
Try it… the Results will Speak for Themselves
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• Increased internal communication
• Increased idea generation
• Increased empathy
• Increased investment and buy-in
• Boost in team efficiency and trust
• Save time
• Long-term monetary savings
Step 2: Understanding and Aligning Goals
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[email protected] | www.iterate.ie | 01 524 1346
User Goals versus AND Organisational Goals
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“Wow, basing the design and structure of this website on your own assumptions and monetary goals has made such a unique
and engaging experience.”Said no user ever.
[email protected] | www.iterate.ie | 01 524 1346
Organisational Goals as Product Features
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Organisational goals • Profitability
• Recognition
• Exceptional customer service
• Team efficiency
• Enhanced user performance
• Satisfied customers
Potential features
Advanced shopping cart
Thought leadership
Live chat / help
Better deployment process
More payment options
Intuitive design
[email protected] | www.iterate.ie | 01 524 1346
The User is Always Right
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User goals • Get shopping delivered once per
week
• Repeat purchase
• Find / request other products
• Pay with cash on arrival
• Faster process
Identify your users and really get to know them.
If it ain’t broke, don’t fix it.
Well… the User is Usually Right
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“Throw in a kitten too… everyone loves kittens.” theoatmeal.com
[email protected] | www.iterate.ie | 01 524 1346
How to Align Goals
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Don’t make assumptions - ask your users
Clearly define the value of your organisational goals to users
What does exceptional customer service mean? How can it be achieved?
!
Some tools / strategies: • KANO model
• Linking Elephants
• MoSCoW
• Experience principles
• Experience maps - User Journeys
Step 3: Design Your User Journeys and Flows
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[email protected] | www.iterate.ie | 01 524 1346
User Journeys
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A user journey is the path towards the user’s goals. It includes all experiences with your brand. It is based on your user research (personas, archetypes)
!
Mapping the journey can:
• Help identify more goals
• Help to align goals
• Allow you to conceptualise and structure your website or product
• Enhance user experience
5. Enhanced User Experience — > Optimised Customer Funnel
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What we’ve covered… • UX as an organisational principle
• Align your goals
• Map out the user journey
[email protected] | www.iterate.ie | 01 524 1346
What is the Customer Funnel?
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The typical path a user takes before converting
Point A (sees a deal) to point B (completes your business goal)
!
• Discovery - emotions, opinions, thoughts
• Trigger - decision to make a purchase
• Search - process while deciding to purchase
• Buy - making the purchase
• Stay - remains for loyalty, account
[email protected] | www.iterate.ie | 01 524 1346
Where does UX fit in?
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Customer conversion funnels are maximised ONLY when you test your users and their interactions with your website in order
to improve their user experience.
!
• User experience enhances CRO
• User experience leads to maximum conversions
!
• Focus on friction and cognitive overload reduction
• Remember not every user is optimal and it’s not about tricking the user
[email protected] | www.iterate.ie | 01 524 1346
Targeting your Users
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User flow: from Google Ad to your site
!
• User has their own needs, expectations, level of knowledge
• Ad copy needs to attract the right person
• What problem are they trying to solve?
• How can I best catch their attention?
• How can I articulate the solution effectively?
• Refer to your user research to ensure your ad speaks to the specific user type
[email protected] | www.iterate.ie | 01 524 1346
User Flow in Action
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User clicks on your site via Google ad
!
• Low information source - your flow must fill the gaps
• Make the user feel comfortable
• Give them a reason to keep moving…
• Articulates the benefits of this product
• Support the user with proof
• Support your call to action with content and design
• Remove friction at every step - ask as little as possible of the user
• Create a compelling headline or hook - anticipation
6. (T)ask Yourself
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Put yourself in your user’s position and consider their concerns.
What’s holding them back from making that purchase?
!
What could motivate them to move through the funnel and past their concerns?
The road to success…
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Optimal user experience + ideal customer funnel
= higher conversions and happier customers
Thank you!
Address: iterate.
28 Frederick Street South Dublin 2 Dublin
Any questions?
Email: [email protected]
!
@iterate !
@hereiamagain
Phone: +353 1 524 1346
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