Engaging_UX

Engaging_UX

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  AUGUST 4, 2016 #DOYOLive TransformingCustomer and Client Outcomes Through Engaging User Experiences Dr. Guiseppe Getto
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  A digital marketing,UX, and technical communication agency http://contentgarden.org President and Co-Founder Assistant Professor at East Carolina University
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  What We’ll Cover WhyUX is important for just about everybody How to manage all your UX efforts from one strategy document How to build engaging customer experiences through design, test, refine Some great tools for managing your UX strategy
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  Why Is UXImportant? UX - all the processes a digital product or service must undergo to ensure high customer satisfaction 80% of people now shop online before making a purchase 70% of people won’t buy from or use a poorly designed website
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  Why Is UXImportant?, cont’d 66% of people make decisions about a brand based on a company’s website 50% of people now shop on mobile devices at least some of the time You have about 10-20 seconds to hook a new website visitor before they abandon your site
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  Why Is UXImportant?, cont’d Usability of a company’s website is a key factor in customer retention Post-purchase content and support is a key factor in future purchasing decisions
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  Why Is UXImportant?, cont’d Traditional Marketing Funnel - Source: McKinsey.com
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  Why Is UXImportant?, cont’d Brand Consideration Loop - Source: McKinsey.com
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  What Is aUX Strategy? UX - all the processes a digital product or service must undergo to ensure high customer satisfaction + Strategy - a means of achieving a goal = the ongoing processes for achieving high customer satisfaction for digital products or services
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  UX Strategy Blueprint Challenges Aspirations FocusAreas Guiding Principles Activities Measurements Source: experiencinginformation.wordpress.com
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  Challenges What problems areyou trying to solve? What obstacles must you overcome? Example: Our customer acquisition is down. We need to get marketing and design on the same page when it comes to converting website visitors to customers.
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  Aspirations What are theideal desired outcomes? What do you want to achieve? Example: We want to increase our rate of customer acquisition by 25% next quarter. We want to achieve a higher ratio of website traffic / new customers.
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  Focus Areas What isthe scope of the strategy? What will you focus on for the most impact? Example: We will start with a strategy for A/B testing our current website design with proposed variations. This will allow us to optimize our site for better conversion.
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  Guiding Principles How willyou overcome the challenges? What specific mantras will guide teams? Examples: Design, test, refine. Listen to customers, but watch what they do. Build customer-centric prototypes.
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  Activities What types ofactivities solve the problems? What capabilities achieve your aspirations? Examples: User Interviews Usability Testing Rapid Prototyping Persona Development Content Strategy
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  Measurements What types ofmeasurements will you employ? What metrics will be used to gauge success? Examples: Favorability of Customer Stories Task Completion Rates Conversion Rates of Prototypes Needs and Pain Points of Different Personas Content Goals, Audiences, Channels
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  Design, Test, Refine Design •Build a simple prototype the cheapest way you can, preferably without code Test • Test your prototype with actual people, at least 5 of them from your target market Refine • Improve your prototype based on the feedback
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  Design, Test, Refine,cont’d Repeat as necessary • Go through this process for each digital product or service until your tests reveal a high satisfaction level in your users • Get everyone in your organization involved who has anything to do with the product or service • Schedule regular design, test, refine sessions post-launch to ensure customer satisfaction stays high
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  Tools of theTrade Usability: http://trymyui.com Rapid Prototyping: http://uxpin.com Content Strategy: http://bit.ly/1M3Yd3U Content Management Systems: WordPress, Magento, Joomla!
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  Go Forth WithThy Strategy! Need help? Visit: http://contentgarden.org Content Garden, Inc. • Search Engine Optimization • Writing • Digital Marketing • Social Media • UX Design • Customized WordPress Websites