This presentation is about a case study of usability specialists testing a consumer website for marketing (branding and messaging), and graphic design. In the talk, Ashley describes some of the differences between usability research and market research.

1. Widening Usability’s Reach
Extending Usability Methods to
Marketing and Design
Ashley Annis, Ph.D.
Director of User Experience
Bridgeline Software

2. Usability Methods
That Answer
Marketing Questions

3. What does usability research do?
Measure performance
Content Ease of Use
Features
Wayfinding
Assess preference

4. Usability Research
How’s it done?

5. Where would you click first?

6. How?

7. What does market research do?
Integrity
Pride
Confidence Brand
Passion
Loyalty

8. How likely are you to buy?

9. Market Research
How’s it done?

10. A Case Study:
Usability Methods
That Answer
Marketing Questions

12. Traditional Usability
Deliverables Activities
•Usability Test Plan •Measure Performance
•Scenarios •Assess Preference
•Report

13. But...
They wanted
marketing questions answered.

14. Market research
Trust Credible
Brand
Objective

15. So how’d we do it?

16. Session Plan

17. Screener

18. In-Person
Sessions

19. 2 Designs

20. Questionnaire
Web based tools
Sticky
Clicky

21. When you use the web to
research home financing,
what matters to you most?
Look and feel
Easy to use
A brand name I recognize and like
Credibility
Trust
Other

22. How likely are you to tell a
friend about a home financing
website that you liked?

25. How likely are you to use this
site to research home financing
loans like mortgages, home
equity loans, etc

26. How motivated are you to
explore other pages on this site

27. Session Results
Brand mattered

28. I trust Acme. It’s not a
Mickey Mouse operation.

29. It’s important that it’s
Acme - my information
is secure with Acme.

30. Seeing Acme there makes
me feel more comfortable.
They’re a reputable
company.

31. “I like the
“brought to you
by Acme” - it's
more credible
right off the
bat.”
Where would you read first?

32. Session Results
Brand mattered, but…
Users responded more to
content and features
than brand

33. quot;Rates. The
bottom line
is the money!
Rates are very
important!”
Where would you click first?

34. Project Outcome
A Happy Client
An Acme-branded site
Content users wanted

35. Lessons Learned

36. Widening Usability’s Reach
Extending Usability Methods to
Marketing and Design
Ashley Annis, Ph.D.
Director of User Experience
Bridgeline Software