8 habits of customer-obsessed companies
DESCRIPTION
Presented at FedEx World Usability Day by Amy BucknerTRANSCRIPT
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AnswerLab enables clients to . . .AnswerLab enables clients to . . .
l i i lidlearn optimize validate
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Secrets of Their Success:
8 Habits of Customer‐Obsessed Companies
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eliminate risk.eliminate risk.
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User – Centered Design ProcessUser Centered esign Process
What do th d?
Did it have i t?they need? impact?
Can theyCan they use it?
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know your know your customerscustomers.
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T 100 C tTop 100 Customers
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study the study the competitioncompetition.
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COMPETITORCOMPETITOR
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Post Redesign MetricsPost Redesign Metrics
240%268%
CONVERSION ORDER SIZE
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ivalidate conceptsconcepts.
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600 C t Outcome
1. Active 1. Would
Customers Outcome
1. Active Users Adopt
2. Went Inactive
2. Some Would Adopt
3 N
Adopt
3 S ill N3. Never Used
3. Still Not Interested
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iterate iterate designsdesigns.
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It ti T ti PIterative Testing Process
Iterate Iterate
Test 1 Test 2 Test 3
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Two‐Week Design Sprint
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Monthly Rolling y gStudies
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be creativebe creative.
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HR / Finance
Employees
Paper Prototypes
Make‐shift Lab
Some Useful InsightsEmployees Insights
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The SandwichSandwich
Baseline Measures
Design, Test, Develop, Launch
Re‐Test Measures
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hThe WheelWheel
MonthlyyQuarterly
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Benchmark Measures:• Brand Impact • Satisfaction / Ease of Use• Calls to Action• NetPromoter
• Task Success• User Experience
75%
25%
50%Overall Site (Post Task 1)
Clinical Trial (Post Task 2)
p 2
Box
: 6/7
ng
s)
0%
2007 2008 2009
Pipeline (Post Task 2) (Top
ratin
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8 use the right gmethodsmethods.
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lab‐based ethnographic research
usabilityremote A/B t ti
heuristic reviews
remote usability
A/B testingbehavioral
beta testingbehavioral tracking
i i i h
Intercept surveys focus groups
quantitative user experience research
t ki mobile testingeye tracking mobile testingsyndicated research
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How do we How do we What’s wrong with
drive online orders?
make this a success the
wrong with this new
home page? first time?home page?
Focus Groups
Usability TestingA/B Testing
Groups g
InterceptBeta TestingIntercept
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1 eliminate risk.
2 know your customers.
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lid t t
study the competition.
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iterate designs.
validate concepts.
6 be creative.
g
7 measure your impact.
use the right methods.8
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f h iSecrets of Their Success
b f b d8 Habits of Customer‐Obsessed Companies