Stepping Back to See Clearly – Building a Solid UX Strategy

Scott McCall, Product/UX DesignerNovember 13, 2013

UX = Problem Solving

Solve the right problems

Think

BuildMeasure

Think

BuildMeasure

ResearchCompetitive analysisMental modelsTest results

PrototypesWireframes

CodeSketches

Hypotheses

TestingAnalyticsSign-upsSurveys

Think

BuildMeasure

Identify the Problem

Clarify the Context

Communicate the Strategy

Think

BuildMeasure

Identify the Problem

Clarify the Context

Communicate the Strategy

Create a framework for thinking

Start here

Identify the problem

Clarify the context

Communicate your strategy

• “Where pharma buyers meet pharma suppliers”

• Supports massive events worldwide.

• Not an e-commerce site, but a 2 way matchmaker.

CPhI Online – Original, original site

CPhI Online – Original home page

CPhI Online – Original product search

CPhI Online – Original product detail page

Step 1: Identify the Problem

Step 1: Identify the problem – gather your data

InterviewsSurveysSupport ticketsFeature requestsForums

What are people saying?

Web analyticsUser testing

What are people doing?

Marketing goals / strategyKPI’s

What does the business require?

Step 1: Identify the problem.

InterviewsSurveysSupport ticketsFeature requestsForums

What are people saying?

Web analyticsUser testing

What are people doing?

Marketing goals / strategyKPI’s

What does the business require?

What we started with:

CREATE PROBLEM STATEMENTS

According to __(data)__,__(target user)__ [verb] __(problem)__.

CREATE PROBLEM STATEMENTS

According to __(data)__,__(target user)__ [verb] __(problem)__.

According to our user testing,60% of “buyers” mistook the login box for the

registration form.

We took a massive, diffuse directory and aggressively focused it on the key actions.

Bucket 1

Product and supplier search and filtering, list, and display.

Bucket 2

Inquiry and contact flows.

Bucket 3

Registration form and process.

We grouped the problems into “focus buckets”

Improve the following:

Step 2: Clarify the Context

Data-based Personas - Who are we building this for?

User Journey - What is the role of this in context?

Competitive Analysis – How are others trying to solve this?

Step 3: Communicate Your Strategy

User Journey - Break it down, make it clear

Apply your framework to the competition for insights

Next Steps: Solve, Validate, and Refine.

So, how did it play out?

CPhI Online – Home page clickable prototype

CPhI Online – Product search clickable prototype

Our strategy, illustrated

New home page

Outcomes - So how did these bets pan out?

KPI February 2013 August 2013

Monthly engagement activities

38 300

Monthly visits 6k 12k

Key account adoption rate 19% 69%

Actual promoter score 55% (25% - 2013 end goal)

Identify the problem

Clarify the context

Communicate your strategy

Thanks!

Scott McCall, Product/UX Designer@scottmccall

linkedin.com/in/scottmccalluserexperience