Creating A Remarkable User Experience

transcript

Toronto HUGMay 28th, 2014

Dee Dee de KenesseyInbound ProfessorHubSpot@deedeedkc

Hayley MullenHUG LeaderUberflip@hayley_mullen

WELCOME!

@hayley_mullen

Your HUG leader

Hayley Mullen

A few facts:

• Peruses the SPCA dog listings

• Loves Seinfeld and cheese

• Worked in startups for two

years before joining Uberflip

• Is the Uberflip Community

Manager

Dee Dee de Kenessey

@deedeedkc

A few facts:

• First time in Toronto.

• Loves porters.

• Dislikes pudding.

• Created and runs the Contextual

Marketer Certification, and is a website

personalization expert.

From HubSpot HQ

Lindsay Thibeault

(baker extrordinaire)

Kyle Geiste

(head-balancing ninja)

Rachel Goodman Moore

(inbound neuroscientist)

Mark Kilens

(our fearless leader)

Sarah Bedrick

(the headless)

Nick Salvatoriello

(aka DJ Nick Sal)

Dee Dee de Kenessey

(that’s me!)

Chris LoDolce

(Iron Chef of waffles)

Jillian Day

(the faceless)

Isaac Moche

(rhymes with Yoshi)

Brittany Matern

(swag-meister)

Johnny Garces

(social media

Enough about me.What about you?Find someone in the room that you don’t already know,

and learn their name, what they do for work, and their

favorite place to eat in Toronto.

LET’S TALK ABOUTCREATING A REMARKABLE

USER EXPERIENCE

1 Why does user experience matter?

2 What makes a user experience remarkable?

3 Evaluating your website

4 Two examples

5 In-class exercise

AGENDA

TODAY’S GOAL:You will be able to create targeted, remarkable content to fuel your inbound efforts.

WHY DOES USER EXPERIENCE MATTER?1

FLICKR USER MICHAEL POLLACK

It’s not about you, it’s about your users.Thoughtful user experience helps our users accomplish their goals, first and foremost. We must understand our users’ needs and figure out how to solve them on our website.

FLICKR USER ANT1_G

Most importantly, it’s about alignment.A good user experience aligns the goals of both the user and your business. When your users reach their goals, your business does, too.

WHAT MAKES A USER EXPERIENCE REMARKABLE?

Your website must be useful.

Your website must be consistent.

Your website must be appealing.

BEST PRACTICES FOR USER EXPERIENCE

Your website must be intuitive.

Your website must be accessible.

FLICKR USER THANKER212

In order to be useful, your organization’s website must feature content that aligns with the Buyer’s Journey.

Who is familiar withthe Buyer’s Journey?

The Buyer’s Journey

To create intuitive experiences, there’s a simple rule: one goal at a time! When you start trying to accomplish more than one thing at a time on a site page, things become cluttered and confusing for the visitor.

FLICKR USER SEANTOYER

Answer one question at a time.Think about the top questions a visitor will be trying to answer

when they land on your page.

Request one action at a time.Your users will need to engage with your content.

What options will you give them?

Focus on thenext stage of their journey.Don’t try to close the deal if they’re just getting to know you. Meet your users where they are, not where you want them to be.

According to the late social psychologist Robert Zajonc, the ‘mere-exposure effect’ dictates that the more familiar we are with something, the more we like it.

FLICKR USER BEN GREY

Emphasize site-wide consistency.Not just in design — consistency is important in your written content, too!

Your website must be accessible.Ensure accessibility by creating navigation that makes

sense to your users and makes it easy to find information.

FLICKR USER BINARY_KOALA

Include navigation inyour header and footer.This will help simplify navigation for your users, and will help them stay engaged, even when they’ve finished reading a page.

Top of site:

Bottom of site:

Flat navigation:

Deep navigation:

Choose a navigation style:

flat or deep?

(But either way you go, keep it simple!)

Your website needs to be appealing.The easiest way to ensure this is to emphasize simplicity.

Use space to frame information and shape your users’ focus.

Deliverable

Methods

List of What Works and What Doesn't

on Site

Stakeholder Interviews

Content Audit

Usability Testing

Spreadsheet

GoToMeeting

Sketches or Wireframes of

Three Top Redesign Ideas

Usability Testing

Card Sorting

Balsamiq

Trello

Clickable Mockup of Best Idea

Style Guide

Usability Testing

Invision

Photoshop

CURRENT SITE

LO-FI PROTOTYPE

HI-FI PROTOTYPE

NEW SITE

USER EXPERIENCE REDESIGN METHODOLOGY

Deliverable

Methods

on Site

Content Audit

Usability Testing

Spreadsheet

GoToMeeting

Usability Testing

Card Sorting

Balsamiq

Trello

Style Guide

Usability Testing

Invision

Photoshop

CURRENT SITE

LO-FI PROTOTYPE

HI-FI PROTOTYPE

NEW SITE

Deliverable

Methods

on Site

Content Audit

Usability Testing

Spreadsheet

GoToMeeting

Usability Testing

Card Sorting

Balsamiq

Trello

Style Guide

Usability Testing

Invision

Photoshop

CURRENT SITE

LO-FI PROTOTYPE

HI-FI PROTOTYPE

NEW SITE

1. Interview your stakeholders.

Deliverable

Methods

on Site

Content Audit

Usability Testing

Spreadsheet

GoToMeeting

Usability Testing

Card Sorting

Balsamiq

Trello

Style Guide

Usability Testing

Invision

Photoshop

CURRENT SITE

LO-FI PROTOTYPE

HI-FI PROTOTYPE

NEW SITE

2. Conduct a content audit.

Map your content to the Buyer’s Journey.This will help you learn what you’ve already covered, as well as

where your content holes are.

Deliverable

Methods

on Site

Content Audit

Usability Testing

Spreadsheet

GoToMeeting

Usability Testing

Card Sorting

Balsamiq

Trello

Style Guide

Usability Testing

Invision

Photoshop

CURRENT SITE

LO-FI PROTOTYPE

HI-FI PROTOTYPE

NEW SITE

3. Conduct usability testing.

• Usability Testing: recruit typical users and watch them use your website.

This will reveal the holes in your content are and the questions that users have.

• (example of gotomeeting?)

Conductusability testing.Recruit your typical users and watch them use your website. This will help you see where the holes in your content are, and what questions your users have.

FLICKR USER KNIGHTFOUNDATION

Screen candidates with forms.To determine eligibility, send interested participants to a form called a

‘screener’, which asks all of the right questions.

Focus on behavior.

Choose one task for your users to complete, and analyze the results. Pick a common problem, question or need that your users typically have, and ask them to focus on that goal.

Create a script.

Scripting helps ensure that your data stays consistent. Be sure to ask each

question the exact same way, for every person to speak to.

Record your results.

Don’t rely on your memory! Take thorough notes or record the session to make sure that you retain what you learn.

THE BOTTOM LINE:Test until you aren’t surprised anymore.

Transform your website into a user-focused, personalized tool.

CONTEXTUAL MARKETING CERTIFICATION

Available to users on the HubSpot COS platform and with Professional or Enterprise level accounts.

Speak to Dee Dee or your HubSpot Account Manager to learn more.

TWO EXAMPLES.3

GROUP EXERCISE.4

GROUP EXERCISE

20 minutes:

Pair up with two people in the room and briefly describe what your business does. Open up your website’s homepage.

Next, evaluate each homepage. Make a list of what works and what doesn’t.

• Does it address the correct stage of the Buyer’s Journey?• Does it answer one question at a time?• Does it request one action at a time?• Is it consistent?• Is the navigation clear and accessible?• Is it appealing and simple?

Remember that “X” should be one of your business's main keywords.

QUESTIONS?

THANK YOU.Dee Dee de Kenessey@deedeedkc#HubSpotting

Creating A Remarkable User Experience

Marketing