Designing Outcomes For Usability

The Future of UX & Analytics

Marko Hurst, Director of User Experience

Blog: MarkoHurst.com Contact: mhurst@colangelo-sm.com

Blog: RosenfeldMedia.com Follow: twitter.com/markohurst

2

Search Analytics ‘the book’

The next step in UX & Business. Bringing quals & quants together.

3

You Can Expect To Lean

1. Experience design framework

+ Overview

2. Online business models

+ 4 types

3. Tools to help you, clients, & visitors achieve their goals

+ Outcomes Worksheet

+ Monetization Model

4. Incorporating qual/quant data

+ Testing

+ Scenario Analysis

+ Keywords

+ Surveys

+ Functionalism

4

What Is Meant By Designing Outcomes

Design(ing)– To intend for a definite purpose

Outcome(s)– Final product or end result

And “knowing is 1/2 the battle”

5

They Create…

“An experience Design decision-making framework that utilizes online business models and data feedback loops to consistently achieve desired Outcomes.”

6

They Create…

“An experience Design decision-making framework that utilizes online business models and data feedback loops to consistently achieve desired Outcomes.”

7

They Create…

“An experience Design decision-making framework that utilizes online business models and data feedback loops to consistently achieve desired Outcomes.”

8

They Create… I PROMISE 4 THINGS TONIGHT.

“An experience Design decision-making framework that utilizes online business models and data feedback loops to consistently achieve desired Outcomes.”

9

They Create…

“An experience Design decision-making framework that utilizes online business models and data feedback loops to consistently achieve desired Outcomes.”

10

They Create…

“An experience Design decision-making framework that utilizes online business models and data feedback loops to consistently achieve desired Outcomes.”

Yes, you can quote me.

Decision-Making

Barriers To Entry

http://www.flickr.com/photos/tomspender/2318892668/

12

Working Together In Silos

Business UX Analytics

Understand consumers(visitors, not so much)

Understand visitor motivations (why)

Understand visitor actions (what)

Marketing Data (demographics, psychographics)

Qualitative data(ethnography, user testing)

Quantitative data (clickstream, KPIs)

Business/marketing focused Visitor/user focused(subjective, attitudinal)

Data focused (objective, behavioral)

May or may not understand large &/or small data sets

Not trained to work with large data sets

Prefer 95% statistical difference

Brand architecture, marketing personas, creative brief, etc.

Visitor/user personas, wireframes, comps, development, etc.

Scorecards, KPI reports, web analytics, business intelligence, etc.

Business, marketing, finance Library science, psychology, design, computer science

Statistics, computer science, data mining, CRM

Will the real Slim Shady pleas stand up?

1

2

3

4

5

6

13

Decision Making - Who’s Right? Who’s Wrong?

“Our corporate colors are “color 1 & color 2” and are the background color on all our material. This includes the website.” ~Client

“Ohhhh we could so do that in Flash!” ~Creative Director

“We need to drive more traffic.”~Client & Account Mgr

“Why do I need an IA? We’ll just reuse the copy from the package online” ~Client

“The client only cares about the number of Page Views.” ~Account Director

“But our user testing shows that users prefer “Buy Now” over “Add To Cart.” ~Information Architect

“We get to the ‘Product Detail Conversion Rate’ on page 127 of the (weekly) KPI report.” ~Data Analyst

Knowing your online business model up-front will solve these (and any other) issues

14

Outcomes Worksheet

Assumes your online business model is already identified

Framework

A Basic Structure

http://www.bisforbone.com/human_skeleton.jpg

16

This is NOT and We Don’t Need Another…

Process

Methodology

Tools you see today, that you can use tomorrow

17

The hair on the back of your neck stands up in anticipation

What We Need

1.Identify TRUE business goals

How to move the business “up & to the right”

2. Effective decision-making

Align strategy, “the big idea”, etc. through execution

Actionable data

“One document to rule them all”

3.Unify and leverage multiple data sources

Qualitative & quantitative

Feedback loops for both roles & deliverables

A simple framework that everyone can use to…

18

Outcomes

Data

Data

Dat

a

Adapted from Avinash Kaushik’s Trinity Strategy Framework

Data & decisions past from one group to the next

Designing Outcomes Framework

19

Outcomes

Data

Data

Dat

a

1. Goals ID“Business

Requirements” •Strategy•Tactics•Channel Mix•Budget

Designing Outcomes Framework

Data & decisions past from one group to the next

Adapted from Avinash Kaushik’s Trinity Strategy Framework

20

1. Goals ID“Business

Requirements” •Strategy•Tactics•Channel Mix•Budget

Outcomes

Data

Data

Dat

a

2. Qualitative“Visitor

Motivations” •Research•UX Brief•Wireframes•Personas

Designing Outcomes Framework

Data & decisions past from one group to the next

Adapted from Avinash Kaushik’s Trinity Strategy Framework

21

1. Goals ID“Business

Requirements” •Strategy•Tactics•Channel Mix•Budget

2. Qualitative“Visitor

Motivations” •User Goals•Ethnography •Wireframes•Personas

3. Quantitative“Intent &

Inferences” •Scenario Analysis•Segmentation•Actions•Search

Outcomes

Data

Data

Dat

a

Designing Outcomes Framework

Data & decisions past from one group to the next

Adapted from Avinash Kaushik’s Trinity Strategy Framework

http://www.flickr.com/photos/valpopando/2125883501/

Outcomes

Desired Results

23

1.eCommerce• Buy now

• Reoccurring

Every decision you make is based on your business model(s)

Online Business Models

NOTE:

Each business model comes “complete” with it’s own inherent KPIs

Most sites fall into at least 2 models

2. Content • Advertising

• Subscription

3. Lead Gen• Data Collection

• Branding

4. Support/Customer Care

24

Establish Goals

Provide clearly defined AND quantifiable objectives

“Increase customer satisfaction by 7% across US market in the next 12 months via customer support” + Goal / + Quantifiable

“Capture 100K visitor emails via online coupons over 3 months on our “XYZ” microsite for our CRM program” + Goal / + Quantifiable

“Make my bonus”

+ Goal / - Quantifiable

“Clean simple design”- Goal / - Quantifiable

A 3-part process

1. Establish a baseline

– Where are we now?

2. Set a goal

– Where do we want to be?

3. Optimization

– How will we get there?

Lead Gen: Trial - Applied

Measure, Monitor, & Optimize

26

thinking of your “website” as just a ‘brand website’!

You are simply losing opportunities, visitors, and customers to your competition.

Attention “Brands”

If your goals include…– Awareness, consideration, preference, purchase,

repurchase/retention, etc.

If you (want to) collect, provide, perform…– PII (email, names, age, etc)

– Samples

– Coupons

– CRM

27

Lead Generation: Trial Example

Step 2

Step 3Step 1

Step 4 (G1)

How successful were you? How much better could it be?

28

Lead Generation KPIs

1.Overall conversion

2.Conversion by campaigns

3.Drivers to registration process

4.Step-by-step conversion analysis via the registration process

5.Analysis of registration process dropouts

6.Conversion of leads to actual customers

How do you know if you are successful?

29Reporting vs. Analysis. Test Scenario Analysis against User

Testing. Tie back to wireframes, personas, & segments.

Lead Generation: Trial - Scenario Analysis Example

30

You are NOT smarter than optimization technologies

Lead Generation: Trial - Multivariate Testing

Why Test?

31

Lead Generation: Trial - Monetization Model

The proof is in the pudding

Surveys

Tying Motivation To Clickstream

33

Simple Surveys

3 Simple Questions

1. What is the purpose of your visit to our website today?

2. Were you able to complete your task today?

3. If you were not able to complete your task today, why not?

http://4q.iperceptions.com

1) With enough qualitative data it becomes quantifiable. 2) Tie clickstream data to segmentation, personas, business

decisions.

4 Great Insights1. Who is coming to your website?

2. Why are they there?

3. How are you doing?

4. What do you need to fix?

Keywords

Visitor Confessions

35

Much More Than SEO

https://adwords.google.com/select/KeywordToolExternal

Use to improve copy/content, usability, search, personas, etc.

Don’t forget to optimize!

Functionalism

Form Always Follows Function

http://www.flickr.com/photos/jburgin/2981528844/

37

How Do You Measure A Macro & Micro Actions?

Ask yourself…

1.What is the function(s) of the site?

Derived from your business model(s) & goals ID

2.What is the function of each page/screen?

Rigorous classification of the pages/screens on the entire site

3.What is the function of every component on the page/screen?

– Navigation, copy, button, images, etc.

Functionalism

38

Most Common Functional Types

Billboards

Closers

Completers

Converters

Convincers

Engagers

Explainers

Informers

Reassures

Routers

Sponsors

Tools

12 most common

39

Functionalism Example: Tide

Step 2 - Explainer

Step 3 - ConverterStep 1 - Engager/Router

Step 4 (G1) - Completer

40

Functionalism Example: Converter

Functional Description: Pages that are part of whatever is necessary to gather information/agreements and get a finished lead/sale/transaction.

Sample Type: Shopping Cart, Fill-in forms, etc

Functional KPI’s: – Step-Drop off

– Exit Rate

– Affiliated Content Exit Rate

– Re-Assurer Exit Rate

– Avg. Step Time

– In-field drop off

– Cross-Session Step-Drop Rate

www.semphonic.com/resources/wpaper_005.pdf

Business, UX, & Analytics design & measure against the same metrics

www.target.com

Step 3 - Converter

All Together Now

Recap

42

How It All Ties Together

When success metrics are known & established before you start…– Predetermined KPIs & quantified goals

– Business model

– Outcomes worksheet

– Functionalism

When all decisions adhere to that criteria…– Does each decision HELP or HARM our business model?

– Does everything map to and align across the board?

Your project success rate increases and your spend decreases dramatically!

Ahhhh… warm & fuzzy

Put it all together,you get…

Thank You

Marko Hurst

Director of User Experience

Blog: MarkoHurst.com Contact: mhurst@colangelo-sm.com

Blog: RosenfeldMedia.com Follow: twitter.com/markohurst

Peace Out!

Designing Outcomes

45

Resources & URLs

Me:– MarkoHurst.com, Insightful Analytics

– RosenfeldMedia.com, Search Analytics book blog

– twitter.com/markohurst

– mhurst@colangelo-sm.com

Keywords: https://adwords.google.com/select/KeywordToolExternal

Functionalism: http://www.semphonic.com/CSFunctional.aspx