Designing Outcomes For Usability

1. DesigningOutcomesFor Usability The Future of UX & Analytics Marko Hurst, Director of User Experience Blog:MarkoHurst.comContact:mhurst@colangelo-sm.com Blog:RosenfeldMedia.comFollow:twitter.com/markohurst

2. Search Analytics ‘the book’ The next step in UX & Business. Bringing quals & quants together.

3. You Can Expect To Lean • Experience design framework • Overview • Online business models • 4 types • Tools to help you, clients, & visitors achieve their goals • Outcomes Worksheet • Monetization Model • Incorporating qual/quant data • Testing • Scenario Analysis • Keywords • Surveys • Functionalism

4. What Is Meant By DesigningOutcomes • 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 utilizesonline 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.

11. Decision-Making Barriers To Entry • http://www.flickr.com/photos/tomspender/2318892668/

12. Working Together In Silos 1 2 3 4 5 6 Will the real Slim Shady pleas stand up?

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 “The client only cares about the number of Page Views.”~Account Director “Ohhhh we could so do that in Flash!”~Creative Director “Why do I need an IA? We’ll just reuse the copy from the package online” ~Client “We need to drive more traffic.” ~Client & Account Mgr “We get to the ‘Product Detail Conversion Rate’ on page 127 of the (weekly) KPI report.” ~Data Analyst “But our user testing shows that users prefer “Buy Now” over “Add To Cart.”~Information Architect 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

15. Framework A Basic Structure • http://www.bisforbone.com/human_skeleton.jpg

16. Methodology Process This is NOT and We Don’t Need Another… Tools you see today, that you can use tomorrow

17. What We Need • Identify TRUE business goals • How to move the business “up & to the right” • Effective decision-making • Align strategy, “the big idea”, etc. through execution • Actionable data • “One document to rule them all” • Unify and leverage multiple data sources • Qualitative & quantitative • Feedback loops for both roles & deliverables • A simple framework that everyone can use to… The hair on the back of your neck stands up in anticipation

18. Designing Outcomes Framework Outcomes Data Data Data Adapted from Avinash Kaushik’s Trinity Strategy Framework Data & decisions past from one group to the next

19. Designing Outcomes Framework 1. Goals ID “Business Requirements” • Strategy • Tactics • Channel Mix • Budget Outcomes Data Data Data Adapted from Avinash Kaushik’s Trinity Strategy Framework Data & decisions past from one group to the next

20. Designing Outcomes Framework 1. Goals ID “Business Requirements” • Strategy • Tactics • Channel Mix • Budget Outcomes Data Data 2. Qualitative “Visitor Motivations” • Research • UX Brief • Wireframes • Personas Data Adapted from Avinash Kaushik’s Trinity Strategy Framework Data & decisions past from one group to the next

21. Designing Outcomes Framework 1. Goals ID “Business Requirements” • Strategy • Tactics • Channel Mix • Budget Outcomes Data 3. Quantitative Data “Intent & Inferences” • Scenario Analysis • Segmentation • Actions • Search 2. Qualitative “Visitor Motivations” • User Goals • Ethnography • Wireframes • Personas Data Adapted from Avinash Kaushik’s Trinity Strategy Framework Data & decisions past from one group to the next

22. Outcomes Desired Results • http://www.flickr.com/photos/valpopando/2125883501/

23. Online Business Models • eCommerce • Buy now • Reoccurring • Content • Advertising • Subscription • Lead Gen • Data Collection • Branding • Support/Customer Care NOTE: • Each business model comes “complete” with it’s own inherent KPIs • Most sites fall into at least 2 models Every decision you make is based on your business model(s)

24. Establish Goals • Provide clearly defined AND quantifiable objectives • Establish a baseline • Where are we now? • Set a goal • Where do we want to be? • Optimization • How will we get there? “Increase customer satisfaction by 7% across US market in the next 12 months via customer support”+ Goal / + Quantifiable “Make my bonus” + Goal / - Quantifiable “Clean simple design” - Goal / - Quantifiable “Capture 100K visitor emails via online coupons over 3 months on our “XYZ” microsite for our CRM program”+ Goal / + Quantifiable A 3-part process

25. Lead Gen: Trial - Applied Measure, Monitor, & Optimize

26. thinking of your “website” as just a ‘brand website’! 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 You are simply losing opportunities, visitors, and customers to your competition.

27. Step 3 Step 1 Step 2 Step 4 (G1) Lead Generation: Trial Example How successful were you? How much better could it be?

28. Lead Generation KPIs • Overall conversion • Conversion by campaigns • Drivers to registration process • Step-by-step conversion analysis via the registration process • Analysis of registration process dropouts • Conversion of leads to actual customers How do you know if you are successful?

29. Lead Generation: Trial - Scenario Analysis Example Reporting vs. Analysis. Test Scenario Analysis against User Testing. Tie back to wireframes, personas, & segments.

30. Lead Generation: Trial - Multivariate Testing • Why Test? You are NOT smarter than optimization technologies

31. Lead Generation: Trial - Monetization Model The proof is in the pudding

32. Surveys Tying Motivation To Clickstream

33. Simple Surveys 3 Simple Questions • What is the purpose of your visit to our website today? • Were you able to complete your task today? • If you were not able to complete your task today, why not? 4 Great Insights • Who is coming to your website? • Why are they there? • How are you doing? • What do you need to fix? http://4q.iperceptions.com 1) With enough qualitative data it becomes quantifiable. 2) Tie clickstream data to segmentation, personas, business decisions.

34. 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!

36. Functionalism Form Always Follows Function • http://www.flickr.com/photos/jburgin/2981528844/

37. How Do You Measure A Macro & Micro Actions? • Ask yourself… • What is the function(s) of the site? • Derived from your business model(s) & goals ID • What is the function of each page/screen? • Rigorous classification of the pages/screens on the entire site • 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. Step 3 - Converter Step 1 - Engager/Router Step 2 - Explainer Step 4 (G1) - Completer Functionalism Example: Tide

40. Step 3 - Converter 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.target.com • www.semphonic.com/resources/wpaper_005.pdf Business, UX, & Analytics design & measure against the same metrics

41. 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

43. Put it all together,you get…

44. DesigningOutcomes ThankYou Marko Hurst Director of User Experience Blog:MarkoHurst.comContact:mhurst@colangelo-sm.com Blog:RosenfeldMedia.comFollow:twitter.com/markohurst Peace Out!

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