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Internet Summit 2013 Raleigh, NC November 17, 2013 Pre Con UX Workshop Stepping Back to See Clearly - Building a Solid UX Strategy There’s more to UX than usability best practices or a shiny interface. How do we go deeper and create a strategic foundation for solving business problems through design? This session will focus on identifying, clarifying, and communicating problems using design thinking. *shout outs to Jeff Gothelf for the Lean UX stuff, and Joe Baz and Above the Fold for the Problem Statement format.
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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