Optimization -continuous ux improvement (1-7-13)

© 2011 Aquilent, Inc. All Rights Reserved.© 2013 Aquilent, Inc. All Rights Reserved.

Optimization Continuous UX Improvement

© 2011 Aquilent, Inc. All Rights Reserved.

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© 2013 Aquilent, Inc. All Rights Reserved.

Topics_

• What is optimization

• Why we (should) love metrics

• The optimization lifecycle

• Business opportunity

• Roles, tools & training

• Are you already optimizing?

• Questions?


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Optimization


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What is optimization_

Optimization is not solely associated with search engine success, nor focused uniquely on conversion goals (though these are definitely aspects of success).

Optimization, for our discussion, is the measurable and continuous improvement of the digital experience—whether we’re talking about websites, device-based apps, kiosks, software tools or something else.

If it’s digital and users need to interact with it, improvement of their experience is not only possible, it’s an important part of our mission.


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Metrics


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Our best friend_

Whether we focus on interaction design, information architecture, user research, taxonomy studies, visual design, usability testing or any combination of these—or other—UX skills, are we actively embracing the happy benefit of metrics?

Think about the following examples…


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Follow me_

While we’ve been plying our UX trade, most of us have encountered resistance to necessary investments in solid UX resources, tools and processes.

It’s a common dilemma.

But, what can we offer as an inducement?


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Lovin’ it_

Similarly, let’s say we’ve defined yet another top-notch interface and have followed all best UX practices. Our gem will be launched next week.

We love it. Others love it. It’s a work of art. It’ll be an amazing success!

Are we sure?


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It’s a wrap_

Ok. Here we are at the end. We’ve crossed the finish line. It’s all developed, functionality’s been tested and it’s been released.

Time to celebrate and move on to our next UX challenge.

Really?


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Measuring UX_

Whether it’s before a project starts, right smack dab in the middle of an effort or after release, metrics really can be our best friend.

Metrics:

• Establish and prove the value of implementing good UX practices by quantifying key success measures.

• Help us know we’re going in the right direction during conceptual, design and testing phases.

• Provide leverage and guidance, so we can refine and improve our work…after that initial release.


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How_

Let’s look at the optimization lifecycle, where metrics play such a critical role, helping us in our quest to measure and continuously improve the user’s experience.


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Optimization Lifecycle


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Confirm business

goals & user needs

Analyze existing quantitative &

qualitative data

Identify & prioritize business requirements

Identify & prioritize user tasks

Design proposed solution

Test to measure acceptance

Establish outcome measures & reports

Implement, test, release

Measure adoption

Report success against target

outcomes

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2

3

4

56

7

8

9

10

UX Optimization

LifecycleFollows Initial Release


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Confirm business

goals & user needs


qualitative data







Measure adoption


outcomes

1

2

3

4

56

7

8

9

10

UX Optimization


Combines elements

associated with a familiar UX

lifecycle


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Confirm business

goals & user needs


qualitative data







Measure adoption


outcomes

1

2

3

4

56

7

8

9

10

UX Optimization


With elements common to a continuous

improvement lifecycle


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Confirm business

goals & user needs


qualitative data







Measure adoption


outcomes

1

2

3

4

56

7

8

9

10

UX Optimization


Business objectives can change in time. Confirm these,

as well as user needs.


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Confirm business

goals & user needs


qualitative data







Measure adoption


outcomes

1

2

3

4

56

7

8

9

10

UX Optimization


Review and assess metrics, user behavior

and feedback to understand issues and

opportunities.


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Confirm business

goals & user needs


qualitative data







Measure adoption


outcomes

1

2

3

4

56

7

8

9

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UX Optimization


Based on analysis , outline business requirements & group by these clearly by

priorities, creating a roadmap for what really needs to be

addressed.


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Confirm business

goals & user needs


qualitative data







Measure adoption


outcomes

1

2

3

4

56

7

8

9

10

UX Optimization


Rather than trying to “boil the ocean,” identify specific user

tasks (or stories) to be addressed.


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Confirm business

goals & user needs


qualitative data







Measure adoption


outcomes

1

2

3

4

56

7

8

9

10

UX Optimization


Address IA, interaction design, functional concerns, visual

design updates and technical issues, as needed. Create mockups or wireframes—

whatever is needed to communicate the proposed

solution.


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Confirm business

goals & user needs


qualitative data







Measure adoption


outcomes

1

2

3

4

56

7

8

9

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UX Optimization


When updates might present risks (serious navigation

changes, for example), conduct tests to confirm the proposed

direction is on the right course. Multivariate testing may be very

helpful at this point.


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Confirm business

goals & user needs


qualitative data







Measure adoption


outcomes

1

2

3

4

56

7

8

9

10

UX Optimization


Determine the types of reports that will be needed to measure

success, so any needed tags or other technologies can be

accommodated. (For example, capturing points of abandonment may require setting up “funnel”

metrics.)


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Confirm business

goals & user needs


qualitative data







Measure adoption


outcomes

1

2

3

4

56

7

8

9

10

UX Optimization


Follow whatever standard

implementation, testing and release steps are needed.


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Confirm business

goals & user needs


qualitative data







Measure adoption


outcomes

1

2

3

4

56

7

8

9

10

UX Optimization


Use measurement tools to understand adoption, customer satisfaction,

conversion, or other success measures identified in step 7. Include user survey data

in analysis.


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Confirm business

goals & user needs


qualitative data







Measure adoption


outcomes

1

2

3

4

56

7

8

9

10

UX Optimization


Develop and discuss reported analysis findings. Generally, it will be beneficial to measure against baselines. Trends may indicate more than a one-time snapshot

can.


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Confirm business

goals & user needs


qualitative data







Measure adoption


outcomes

1

2

3

4

56

7

8

9

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UX Optimization


Now, keep it going. There is always room for improvement.

And we have the success metrics to prove value every step of the

way.


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Roles, Tools & Training


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Roles_

While UX practitioners are at the core of the optimization lifecycle, additional players may support:

• Metrics & analytics

• SEM & SEO

• Multivariate testing

• Business analysis

• Reporting, dashboards


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Tools_

All UX tools support optimization, from design applications to wireframing software, sitemap automation, remote testing methods and presentation templates. Please also consider options for analytics and measurement:

• Multivariate testing—Optimizely, Maxymiser

• User experience management—Tealeaf

• User feedback—OpinionLab, 4Q

• Analytics & measurement—IBM CoreMetrics, Google Analytics, Adobe Catalyst, Webtrends

• Ranking—Alexa, Google Analytics


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Training_

Again, all UX training sources support optimization. A few additional sources of information:

• Market Motive—online and live, coached training led by top industry leaders in SEO, PPC, social media, web analytics and conversion optimization. Leads to certification. www.marketmotive.com

• Website Optimization—an O’Reilly book focusing on performance and conversion optimization. www.amazon.com/dp/0596515081

• ROI Revolution Blog—focusing on website analytics and online marketing. www.roirevolution.com/blog

• UXMatters—great UX site regularly featuring methods of measuring and improving UX. In particular, see the article on “Applying Moore’s Law to User Experience.” http://www.uxmatters.com/mt/archives/2009/12/optimization-applying-moores-law-to-user-experience

http://www.marketmotive.com/

http://www.amazon.com/dp/0596515081



http://www.roirevolution.com/blog/

http://www.uxmatters.com/mt/archives/2009/12/optimization-applying-moores-law-to-user-experience





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Opportunity


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UX has an afterlife_ And it never ends_

Rather than simply taking a single pass at creating an effective user experience and hoping for the best as we move on to other work, consider the benefits of—and need for—continuous UX improvement.

Users will reap the rewards of an experience that gets better with each iterative set of solutions.

Our customers will not only meet well-defined business objectives, but will be able to track their goals clearly against purposeful baselines.

And we—in the world of UX—can expect to stay on projects long-term, as proven, value-add partners in a continuous cycle of optimized, measured improvement.


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How can we start “doing” optimization?

• Are you optimizing now? How?

• How would continuous improvement help your own projects?

• Is an extended lifecycle something you want to tackle? Why?

• How can we integrate continuous improvement in our industry’s UX toolkit?

• And equally important, what do we want to call this process (since “optimization” has been taken)?

How about “measured improvement”…?


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Questions?


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Thank you

Incorporating UX methodologies, goals and processes into a measured improvement lifecycle—

• While something we may have been doing all along, it’s not necessarily familiar territory, is it?

• How will we map these desperately necessary business needs into our digital strategy toolkit?

• Want to help move this thinking further? Reach out!

Debra Martin, [email protected] www.linkedin.com/in/debralmartin @lavieerrant

Optimization -continuous ux improvement (1-7-13)

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