Reduce Product Failures While Boosting Conversion Rates
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1 An educational program co-sponsored and supported by UserZoom and User Experience Professionals Association. Reducing Product Failure While Boosting Conversion Rates with Peter Hughes Join now at www.uxpa.org for member-only pricing UXPA Seattle Conference 2016 May 31 – June 3 uxpa2016.org
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Transcript of Reduce Product Failures While Boosting Conversion Rates
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An educational program co-sponsored and supported by UserZoom and User Experience Professionals Association.
Reducing Product Failure While Boosting Conversion Rates
with Peter Hughes
Join now at www.uxpa.org for member-only pricing
UXPA Seattle Conference 2016 May 31 – June 3 uxpa2016.org
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Rapidly Test Usability & Measure UXUserZoom is the All-in-One UX Research Platform for the Data-Driven Enterprise
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• Worksheet is available at ascest.com/UXPAWorksheet
• Chat box is available if you have any questions
• Look out for quick poll questions
• There will be time for Q&A at the end
• We will be recording the webinar for future viewing
• All attendees will receive a copy of the slides/recording
• Continue the discussion using #UZWebinar
Quick Housekeeping
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Questions
Need more info?Get answers about UserZoom. We are here to help. Talk with one of our knowledgeable staff.
Contact us
UserZoom10 Almaden Boulevard, Suite 250San Jose, CA 95113
Toll free number: (866) 599 1550
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Peter Hughes
Founder & CEO of :
Find out more at UXInterviewSecrets.com
UX Research & Usability TestingBootcamps + Workshops + Coaching ascest.com
[email protected] (646) 942 2929
• Develop your UX research skills
• Self-paced learning tools
• Low cost
• Corporate training services
• Bring your UX research in-house
Reducing Product Failure While Boosting Conversion Rates
by Peter Hughes
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Digital product importance?
How important are digital products to your company?
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Conversion satisfaction
How happy are you with your conversion rates?
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rFail to deliveCredit: 2011 Peter Hughes – All rights reserved
Upsell rate
Customer service cost reduction
Sales
Product location time
Registration completionRepeat visits
Operational
efficiency
Order size
Related content clicks
Conversion Metrics
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5%Imagine if …
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$10,000 s$100 s $1,000,000 s
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Learn techniques
Fits any budget & plan
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oOPsMy pro tips
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Product Value Sequence
1
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3Product Value Sequence
Relevance
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1
3Product Value Sequence
Engagement
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Product Value Sequence
Satisfaction
Sightseeing planning
Credit: Michael Gray - CC BY SA 2 - - creativecommons.org/licenses/by-sa/2.0/
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Sightseeing planning
• Just moved to Big Apple
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Sightseeing planning
• Just moved to Big Apple
• Never been to Metropolitan Museum
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Sightseeing planning
• Just moved to Big Apple
• Never been to Metropolitan Museum
• Plan trip for family and friends
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Congratulations! You have been selected to receive a
FREE Family Membership and a $100 Store Certificate. Click here to obtain your
gift now
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Did you see useful options or information for planning your visit?
Did you see the special offer?
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Congratulations! You have been selected to receive a
FREE Family Membership and a $100 Store Certificate. Click here to obtain your
gift now
Congratulations! You have been selected to receive a
FREE Family Membership and a $100 Store Certificate. Click here to obtain
your gift now
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Did you correctly identify the offer?
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Well done !
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Congratulations! You have been selected to receive a
FREE Family Membership and a $100 Store Certificate. Click here to obtain your
gift now
Do they recognize the solution that you offer?
Do they understand?
Can they find it?
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Check your alignment
5 Second Test
1. Take screenshot
5 Second Test
1. Take screenshot 2. Show 5 seconds to target
customers
5 Second Test
1. Take screenshot 2. Show 5 seconds to target
customers 3. Ask prepared questions
5 Second Test
1. Don’t explain
5 Second Test
1. Don’t explain 2. Multiple screens – different
questions
Basic Usability Test
1. Determine test goals
Basic Usability Test
1. Determine test goals 2. Create tasks & prep screens
Basic Usability Test
1. Determine test goals 2. Create tasks & prep screens 3. Locate target audience
Basic Usability Test
1. Determine test goals 2. Create tasks & prep screens 3. Locate target audience 4. Read tasks
Basic Usability Test
1. Determine test goals 2. Create tasks & prep screens 3. Locate target audience 4. Read tasks 5. Watch what happens. Listen…
Basic Usability Test
1. Determine test goals 2. Create tasks & prep screens 3. Locate target audience 4. Read tasks 5. Watch what happens. Listen… 6. Look for patterns
Basic Usability Test
5 Second TestBasic Usability Test
1. Don’t give clues (Outcome, not how)
5 Second TestBasic Usability Test
1. Don’t give clues (Outcome, not how)
“You want to buy a hiking boot, and not spend more than $100. You go to Bestshoesintheworld.com and browse the men’s section for suitable options by filtering your initial category selection.”
5 Second TestBasic Usability Test
1. Don’t give clues (Outcome, not how)
“You want to buy a hiking boot, and not spend more than $100. You go to Bestshoesintheworld.com and browse the men’s section for suitable options by filtering your initial category selection.”
BAD!
5 Second TestBasic Usability Test
1. Don’t give clues (Outcome, not how)
“You need a pair of waterproof hiking boots, and don't want to spend more than $100. You go to BestShoesInTheWorld.com and land on the following page. What would you do?”
5 Second Test
1. Don’t give clues (Outcome not how) 2. Test early
Basic Usability Test
Test earlyCredit: 2015 Peter Hughes – All rights reserved
Paper Prototyping Apple Watch App Concept
#2 – Reduce Development Costs
Cost of changes
Cost
Time
Cost of changes
Cost
Time
Content Test
Credit: Samuel Mann - CC BY 2 - creativecommons.org/licenses/by/2.0/
1. Print primary content screens
Content Test
1. Print primary content screens 2. Place prints in folder
Content Test
1. Print primary content screens 2. Place prints in folder 3. User highlights valuable info
Content Test
1. Print primary content screens 2. Place prints in folder 3. User highlights valuable info 4. User locates same info online
Content Test
1. Adobe Acrobat Pro can print whole websites
Content Test
1. Adobe Acrobat Pro can print whole websites
2. Remove any URLs or path info
Content Test
Expert vs Novice Test
Credit: George P. Macklin - CC BY SA2 – creativecommons.org/licenses/by-sa/2.0/
1. Interview best customers
Expert vs Novice Test
1. Interview best customers 2. Create tasks
Expert vs Novice Test
1. Interview best customers 2. Create tasks 3. Locate target customers
Expert vs Novice Test
1. Interview best customers 2. Create tasks 3. Locate target customers 4. Assign same tasks
Expert vs Novice Test
1. Interview best customers 2. Create tasks 3. Locate target customers 4. Assign same tasks 5. Note variations
Expert vs Novice Test
1. Interview best customers 2. Create tasks 3. Locate target customers 4. Assign same tasks 5. Note variations
Expert vs Novice Test
1. Interview best customers 2. Create tasks 3. Locate target customers 4. Assign same tasks 5. Note variations 6. Show intended paths
Expert vs Novice Test
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Product Value Sequence
1Relevance
Engagement
Satisfaction
Top 5 Tips
Credit: Lara604 - CC BY SA2 – creativecommons.org/licenses/by-sa/2.0/
Will it work ?
Credit: Matt Brown - CC BY 2 – creativecommons.org/licenses/by/2.0/
Don’t explain
Credit: Petras Gagilas - CC BY SA2 - creativecommons.org/licenses/by-sa/2.0/
Ask them to show you
Ask them to show youCredit: Dave Catchpole - CC BY 2 - creativecommons.org/licenses/by/2.0/
Customer leads
Credit: Julien GONG Min - CC BY 2 - creativecommons.org/licenses/by/2.0/
Things go wrongCredit: Kelly Nighan - CC BY SA2 - creativecommons.org/licenses/by-sa/2.0/
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Feeling overwhelmed?
Peter Hughes
Founder & CEO of :
Find out more at UXInterviewSecrets.com
UX Research & Usability TestingBootcamps + Workshops + Coaching ascest.com
[email protected] (646) 942 2929
• Develop your UX research skills
• Self-paced learning tools
• Low cost
• Corporate training services
• Bring your UX research in-house
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Thank you !
