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joe natoli | givegoodux.com
first usedriving product innovation + profitability via UX
1
joe natoli | givegoodux.com
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site as product: why first use is critical
joe natoli | givegoodux.com
3what is first use?
If a web site is the channel by which the product or service is delivered, the most important experience is the initial one.
givegoodux.com
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usabilityvs.
functionpoor usability good
few
fu
nctio
ns
man
y
joe natoli | givegoodux.com
5defining success for business
business goals!
Increase revenue
Gain efficiencies
Decrease risk
success metrics
Revenue amount over time
Increase in online transactions; decrease in cost
Decrease in transaction or reporting errors
joe natoli | givegoodux.com
6defining success for users
user goals!
Work smarter
Impress boss
Save time
Enhance life
success metrics
Number of successful tasks
Increase profile among team
More tasks completed per day
Accelerate career goals
givegoodux.com
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first use cases
should always
➡ rapidly establish the brand proposition in the user’s mind
➡ lead user toward continuing the experience (and furthuring the relationship)
➡ Introduce products & services at the most relevant, most appropriate points in the experience (relationship)
givegoodux.com
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so every click
should
➡ Add immediate value
➡ Add positively to the cumulative experience over time
joe natoli | givegoodux.com
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common mistakes: first-use failure
joe natoli | givegoodux.com
10the big three
➡ Architecture, workflows and input styles that reflect the organization’s goals and needs – instead of the users’
➡ Unclearly labeled choices that make users guess where links will take them
➡ No easy means to initiate transactions
Information architecture is irrelevant to users
Navigation prevents progress
Presentation doesn’t mirror task flow
givegoodux.com
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can the happy talk
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provide appropriate prompts
joe natoli | givegoodux.com
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designing for first use
joe natoli | givegoodux.com
14navigate the critical path
➡ Navigation provides access to key tasks, critical path transactions that drive revenue
➡ QuickJump menu to answer common “How Do I” questions, or a structured query to quickly help users establish a point of view and a relationship with the site
➡ IA facilitates progress, addresses both user and business goals
givegoodux.com
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personalize the process
➡ Initial experiences are personalized
➡ Based on user knowledge
➡ Cookies,personalized information and/or recommendations
joe natoli | givegoodux.com
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red flags: identifying first-use issues
joe natoli | givegoodux.com
17the danger signs
➡ User logs show users arriving at the home screen and leaving without clicking anywhere else
➡ Users search immediately – and use obvious terms like “products” or “services”
➡ Users visit home page, then call and complain
➡ Users complain about not being able to find their way around from the home screen
givegoodux.com
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ask yourself
➡ Do users arrive and not know how to proceed?
➡ Do users arrive, only navigate to a shallow level and then leave?
➡ Does a user’s first visit to the site help to segment himself along the proper path(s) of the site/portal?
givegoodux.com
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ask yourself
➡ Do users feel compelled to re-engage with the site after the first visit?
➡ Do users understand the value proposition of the site?
➡ Are products and services introduced appropriately?
joe natoli | givegoodux.com
first usedriving product innovation + profitability via UX
20