User Experience: The Ultimate Game Changer For Your Business

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Business Marketing Association (SoCal BMA)

For many years, B2C websites have received the lion’s share of attention from user experience (UX) professionals. Many well-known companies have proven that a well-tuned user experience is the difference between success and failure in a crowded marketplace. Your company's website experience is most often the first thing prospects see when evaluating your business, and B2B marketers now have access to time-tested UX techniques to separate themselves from the pack -- benefiting from higher lead conversions, lower abandonment rates, and lower training costs. User Experience: The Ultimate Game Changer for Your Business As part of SoCal BMA's “The Leading Edge" executive signature series, this presentation was delivered by UX expert Denis Lesak, Managing Partner and Co-Founder, UserBrite. He presented UX teardowns of B2B companies, highlighting techniques successful businesses are utilizing such as: - user journey maps, schematic representations of the path a user will take through lifecycle stages, touchpoints, channels, interaction modes, emotional states, content and functionality. - user personas, fictional characters created to represent the different user types that might use a site, brand, or product in a similar way. - usability testing, a technique used in user-centered interaction design to evaluate a product by testing it on users. - iterative design, a methodology based on a cyclic process of prototyping, testing, analyzing, and refining a product or process. Attendee learned why: - marketing jargon does not fit user expectations for navigation menus, ultimately increasing site abandonment. - plotting your user's journey can increase conversions and change the way you think about how your site is structured. - less is more -- how reducing both copy and visual noise increase conversions. Visit http://www.SoCalBMA.org/Events to view our Events Calendar.

Marketing

User Experience
The Ultimate Game Changer For Your Business

#socalbma

Ÿ

Denis
Lesak

Managing
Partner
Ÿ
Userbrite,
LLC

userbrite.com
Ÿ
@denislesak
Ÿ
@userbrite

@socalbma

Ÿ

#socalbma

What
We
Will
Cover

•  UX
best
pracAces

•  The
role
of
user
personas

•  How
usability
tesAng
can
oﬀer
clarity

•  How
to
create
a
user
journey

#socalbma

Ÿ

#socalbma

Ÿ

User
Personas

•  Provide
design
team
with
a
target
user

•  Components

– Demographics

– MoAvaAons

– FrustraAons

– Goals

– Devices

#socalbma

Ÿ

Usability
TesAng

•  Not a “focus group”
•  Watch users complete a task
•  Usually 8 people is enough
•  Many times completed online (cheaply)
•  Mitigates design arguments
•  Complete BEFORE finalizing design
•  Saves money and headaches

UX
Teardown

#socalbma

Ÿ

hKp://test.mystream.com/en/services/mobile/plans

F
Style
Viewing
PaKern

•  Users
don’t
read
websites

•  They
scan
them

#socalbma

Ÿ

The
Fold

•  Above
and
below

•  Users
do
scroll

•  But
content
above
the
fold
counts

•  Must
address
user’s
goals

#socalbma

Ÿ

Visual
Design

•  Marketers
thoughts

•  User
thoughts

#socalbma

Ÿ

Visual
Design

•  Marketers
thoughts

– Image
conveys
connecAon
to
customer

– We
get
you

– “Choose”
represents
choice
and
freedom

– “Make”
represents
customize

#socalbma

Ÿ

Visual
Design

•  User
thoughts

– Is
the
right
place
to
choose
plans?

– Where
are
the
plans?

– Can
I
pick
a
plan
here
or
not?

#socalbma

Ÿ

Visual
Design

•  Why
is
CDMA
yellow?

#socalbma

Ÿ

Content
Strategy

•  Do
you
know
what
CDMA
or
GSM
is?

#socalbma

Ÿ

User
Journey

•  Step
1
–
Choose
A
Plan

•  Step
2
–
Enter
Zip
Code

•  Step
3
–
Choose
A
Plan

#socalbma

Ÿ

Where
User
Journey
Fits

Business
Goals
User
Goals
#socalbma

Ÿ

What
Is
It?

•  Steps
a
user
goes
through
to
complete
a

process

#socalbma

Ÿ

Your
Turn

1.  Business
Goals

2.  Value
ProposiAon

3.  User
Goals

4.  User
Proﬁle

5.  Steps

6.  Tasks

7.  Time

#socalbma

Ÿ

#socalbma

Ÿ

Contact

Denis
Lesak

Managing
Partner
Ÿ
Userbrite,
LLC

userbrite.com
Ÿ
@denislesak
Ÿ
@userbrite

@socalbma

Ÿ

#socalbma

SoCalBMA.org/Events

User Experience
The Ultimate Game Changer for Your Business
#socalbma

Ÿ

hKps://www.linkedin.com/company/socalbma

hKp://www.twiKer.com/socalbma

hKp://www.slideshare.net/socalbma

hKp://www.facebook.com/socalbma

User Experience
The Ultimate Game Changer for Your Business.
#socalbma

Ÿ

April 22, 2015 Ÿ Carson

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1. User Experience The Ultimate Game Changer For Your Business #socalbma Ÿ Denis Lesak Managing Partner Ÿ Userbrite, LLC userbrite.com Ÿ @denislesak Ÿ @userbrite @socalbma Ÿ #socalbma

2. What We Will Cover •  UX best pracAces •  The role of user personas •  How usability tesAng can oﬀer clarity •  How to create a user journey #socalbma Ÿ

3. #socalbma Ÿ User Personas •  Provide design team with a target user •  Components – Demographics – MoAvaAons – FrustraAons – Goals – Devices

4. #socalbma Ÿ User Personas

5. #socalbma Ÿ Usability TesAng •  Not a “focus group” •  Watch users complete a task •  Usually 8 people is enough •  Many times completed online (cheaply) •  Mitigates design arguments •  Complete BEFORE finalizing design •  Saves money and headaches

6. UX Teardown #socalbma Ÿ hKp://test.mystream.com/en/services/mobile/plans

7. F Style Viewing PaKern •  Users don’t read websites •  They scan them #socalbma Ÿ

8. F Style Viewing PaKern #socalbma Ÿ

9. The Fold •  Above and below •  Users do scroll •  But content above the fold counts •  Must address user’s goals #socalbma Ÿ

10. The Fold #socalbma Ÿ

11. The Fold #socalbma Ÿ

12. The Fold #socalbma Ÿ

13. Visual Design #socalbma Ÿ

14. Visual Design •  Marketers thoughts •  User thoughts #socalbma Ÿ

15. Visual Design •  Marketers thoughts – Image conveys connecAon to customer – We get you – “Choose” represents choice and freedom – “Make” represents customize #socalbma Ÿ

16. Visual Design •  User thoughts – Is the right place to choose plans? – Where are the plans? – Can I pick a plan here or not? #socalbma Ÿ

17. Visual Design #socalbma Ÿ

18. Visual Design •  Why is CDMA yellow? #socalbma Ÿ

19. Content Strategy •  Do you know what CDMA or GSM is? #socalbma Ÿ

20. User Journey •  Step 1 – Choose A Plan •  Step 2 – Enter Zip Code •  Step 3 – Choose A Plan #socalbma Ÿ

21. Where User Journey Fits Business Goals User Goals #socalbma Ÿ

22. What Is It? •  Steps a user goes through to complete a process #socalbma Ÿ

23. <handout> #socalbma Ÿ

24. #socalbma Ÿ

25. #socalbma Ÿ

26. Your Turn 1.  Business Goals 2.  Value ProposiAon 3.  User Goals 4.  User Proﬁle 5.  Steps 6.  Tasks 7.  Time #socalbma Ÿ

27. #socalbma Ÿ Contact Denis Lesak Managing Partner Ÿ Userbrite, LLC userbrite.com Ÿ @denislesak Ÿ @userbrite @socalbma Ÿ #socalbma SoCalBMA.org/Events

28. User Experience The Ultimate Game Changer for Your Business #socalbma Ÿ hKps://www.linkedin.com/company/socalbma hKp://www.twiKer.com/socalbma hKp://www.slideshare.net/socalbma hKp://www.facebook.com/socalbma

29. User Experience The Ultimate Game Changer for Your Business. #socalbma Ÿ April 22, 2015 Ÿ Carson

User Experience: The Ultimate Game Changer For Your Business

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