Transforming Customer and Client Outcomes Through Engaging User Experiences

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Building a UX Degree Program

AUGUST 4, 2016#DOYOLive

Transforming Customer and Client Outcomes Through Engaging User Experiences

Dr. Guiseppe Getto

A digital marketing, UX, and technical communication agency

http://contentgarden.org

President and Co-FounderAssistant Professor at East Carolina University

What Well CoverWhy UX 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

Why Is UX Important?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 wont buy from or use a poorly designed website

Why Is UX Important?, contd66% of people make decisions about a brand based on a companys 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

Why Is UX Important?, contdUsability of a companys website is a key factor in customer retention

Post-purchase content and support is a key factor in future purchasing decisions

Why Is UX Important?, contd

Traditional Marketing Funnel - Source: McKinsey.com

Why Is UX Important?, contd

Brand Consideration Loop - Source: McKinsey.com

What Is a UX 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

UX Strategy BlueprintChallengesAspirationsFocus AreasGuiding PrinciplesActivitiesMeasurements

Source: experiencinginformation.wordpress.com

ChallengesWhat problems are you 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.

AspirationsWhat are the ideal 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.

Focus AreasWhat is the 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.

Guiding PrinciplesHow will you 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.

ActivitiesWhat types of activities solve the problems?

What capabilities achieve your aspirations?

Examples:User InterviewsUsability TestingRapid PrototypingPersona DevelopmentContent Strategy

MeasurementsWhat types of measurements will you employ?

What metrics will be used to gauge success?

Examples:Favorability of Customer StoriesTask Completion RatesConversion Rates of PrototypesNeeds and Pain Points of Different PersonasContent Goals, Audiences, Channels

Design, Test, RefineDesignBuild a simple prototype the cheapest way you can, preferably without code

TestTest your prototype with actual people, at least 5 of them from your target market

RefineImprove your prototype based on the feedback

Design, Test, Refine, contdRepeat as necessaryGo through this process for each digital product or service until your tests reveal a high satisfaction level in your usersGet everyone in your organization involved who has anything to do with the product or serviceSchedule regular design, test, refine sessions post-launch to ensure customer satisfaction stays high

Tools of the TradeUsability: http://trymyui.com

Rapid Prototyping: http://uxpin.com

Content Strategy: http://bit.ly/1M3Yd3U

Content Management Systems: WordPress, Magento, Joomla!

Go Forth With Thy Strategy!Need help? Visit: http://contentgarden.org

Content Garden, Inc.Search Engine OptimizationWritingDigital MarketingSocial MediaUX DesignCustomized WordPress Websites