Introducing UX Into a Culture:

A Case Study

jessicaivins@gmail.com@jessicaivins#uxcampdc

Jessica Ivins

What is AWeber?

Customer (User)

Subscribers

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Culture

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“Don’t take ourselves too seriously; have fun.”

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http://aweber.jobs

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http://aweber.jobs

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http://aweber.jobs

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UX Team of One

Advantages at AWeber

• Flexible Budget

• No Tight Deadlines

• Supportive Boss

• Dedicated Research Room (Conference Room)

• Videographer for Making Highlight Reels/Clips

We’re Customer-Centric

Customer Solutions (CS) Team

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Who Are Our Customers?

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Small Business Owners

CS Perspective

“Pizza Shop Owner”

Content Marketers

“Techies”

Brick & Mortar Business Owners

1-5 Person Small Businesses

Multi-Level Marketers (MLM)

“Pizza Shop Owner”

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PR Survey: 3,000+ Responses

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Which of the Following Best Describes Your Company?

• Brick & Mortar Retailer

• Online Retailer

• Affiliate Marketer

• Non-Pro"t

• Information Marketing

• Blogger

• Professional Service Provider

• Consultancy

98%

2%Brick & Mortar Retailer 2%Other Businesses 98%

17%1%

22%

10% 11%

37%

2%Brick & Mortar Retailer 2%Information Marketing 37%Consultancy 11%Online Retailer 10%Professional Service Provider 22%Nonpro!t 1%Blogger 17%

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How Could We Gain a Better Understanding of Our Customers?

How to Start Introducing UX Into

the Culture?

Minimize Resistance to Change

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Identify Obvious Usability Issues Without Testing?

CS Team Survey: Top 5 UI Issues

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A Funny Coincidence

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Do Customers Know About Our Blog?

User Research:A New Frontier

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User Interviews

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Involve Colleagues in the Research Process

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CS(Tech

Support)Marketing Reputation

Designers Developers Leadership

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What Are Stakeholders’ Concerns?

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Started with Current Customers

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Recruiting

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Live Recruiting

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23 Participants

2

17

1

21

Remotely Conducted Interviews

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Open Invitation to Sit In

Observers

Leveraged Team Members

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“It looks like a serial killer lives in here.”-Mike, Sys Admin

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Findings Presentation:Open Meeting

User Research Findings

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Who Did We Talk To?

Business Owners (1 of 2)

• 4 Coaches

• 4 Content Marketers (Exclusively)

• 4 Brick & Mortars

• 4 Marketing Consultants (Who Recommend AWeber to Clients)

• 2 Multi-Level Marketers (MLM)

Business Owners (2 of 2)

• 1 Attorney

• 1 “Premium” Home Repair Business

• 1 Poker Tournament Business

• 1 Graphic Designer

• 1 Stampin’ Up Rep

• 1 Crochet Patterns Blog (Hobbyist)

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How Did You Hear About AWeber?

6 From Business Mentors/Coaches

6 From Colleagues

4 From an Online Authority Figure

2 From Books

2 From Online Sources

1 From His Customer

22 Participants

1 Found Us Through Google

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22 of 23 Participants Found AWeber Through Word of Mouth

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Opportunity:How Can We Use WOM Referral to

Our Advantage?

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Burning Question:What About Customers Who Don’t

Find Us Through WOM?

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Coaches & Marketing Mentors

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P17, “Womenpreneur” Coach

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Why Do You Recommend AWeber to Your Clients?

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One Reason: Our (CS) Team

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"I feel like I'm dealing with a small business that cares about my business when I call in."

-P17

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P17: Customer Solutions (CS) Team is Very Helpful

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Web Forms Are Easy to Customize

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P2 Has Had Problems Reaching Subscribers Due to COI

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Opportunity:What Can We Learn From How

They Sell Our Product?

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Opportunity:Can We Partner with Them

Somehow?

Introducing Collaborative

Exercises

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Creating Personas

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What’s a Persona?

Molly, Mark & Alex

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We Got Buy-In!

UX Impact Thus Far

Excitement About UX

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What Have My Colleagues Learned?

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“I was surprised that only one user found us organically, i.e. via search.”

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“I was surprised at the vast network of ‘evangelists’ for AWeber... I'd really like to see AWeber team up with

these trainers.”

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“When a user doesn't know how to do something, it is not incompetence; it’s just not clear. The tool should

get out of the way and provide value as easily as possible.”

What I’d Do Differently

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Operate in a “Leaner” Way

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Share Tidbits of Findings More Frequently

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Invite Speci"c People to Research Sessions

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Learn Product Thoroughly Before Conducting Research Sessions

What Else I Have Planned

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User Research with Prospect Customers

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Quantitative Surveys

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Too Many Other Small Projects to Count

Jessica Ivinsjessicaivins@gmail.com@jessicaivins

Thank You!