how to diy lo-fi ux testing with customers
TRANSCRIPT
A DIY Customer led activity.
How sticky notes, highlighters, printer (A3 Colour) and a handful of customers can help meet the needs of your customers
Digital Transformation Australia
What does customer centric mean?I would argue:
A shift in the decision making process from traditional stakeholders to the
people who use the product / service
Introducing
Content Prioritisation Guide
A simple cost effective customer research tool(Takes 45 minutes per participant, and designed to be easy
to facilitate)
Helps solve ‘what content is really relevant to my customers?’
Results build internal or external ‘Briefs’ (SEM, SEO,Copy Creative etc)
Flexible, and can be scaled to build a customer centric website
Effective first step in understanding your customer needs
Origins
Making a website for a financial service product
190 pages of existing product content (brochure, info packs, presentations etc)
It would take 6 1/2 hours to read all the content
We needed to find what information could convert a lead in 10 seconds
(10 seconds is the average bounce time on site)
Session preparationsIf new product (Competitor websites/brochures)
If existing but new to digital (Existing product information)If existing digital (Existing website pages)
Between internal stakeholders, refine the testing material down to;MIN 25 PagesMAX 50 Pages
Step 1 - Introductions(5 minutes)
Introduce yourself’s
Set the tone
Explain why you are running this session
Explain how long it will take
Ensure this is acceptable for them
Explain the method of reimbursement if applicable
“Do you mind if we voice record this session? It’s purely for note taking purposes”
Take notes on estimated age & sex
“We just have a few questions to start with”
Q1. Determine type {SEGMMENT}(If you know, don’t have to ask, just note)
Q2. Do you have experience with previous {YOUR BRAND}?
If so please explain. If yes, how did you find information about the product?
Q3. How do you currently find information about {PRODUCT CATEGORY}
(I.e Conferences, Internet, company e-newsletter, forums etc)
Q4. What products are you currently looking for in the {PRODUCT CATEGORY}?
Step 2 - A few questions(10 minutes)
Step 3 - Map selected pages to axis(20 minutes)
Relevance
Clarity and simplicity
These pages will make it to the next round
LowHigh
High
Low
Step 4 - Highlight key details (10 minutes)
Step 5 - Three red dots (5-10 minutes)
Analysis
Look for ‘trends’ and ‘patterns’in the insights
We were looking for layout conventions, and specific high value words, and sentences
An example of the insights gained from one segment (6-8 participants)
Blueprint based on insights
Tax effective investmentsInvestment bonds are a tax paid investment, similar to superannuation but without limits to how much you
can contribute, and there are no restrictions on withdrawals. The investment bond pays tax on your behalf
capped at the corporate rate (currently 30%). After you have owned the bond for 10 years, you can
generally withdraw all or part of the proceeds free from any further tax assessment.
Investment bonds can be used for:
• Tax effective income streams
• Longer term wealth creation
• Wealth transfer and solutions
• Improved tax efficiency with Family Trusts
• An alternative or supplement to superannuation
Home Products About Us Forms & Downloads Contact usMedia
###########8.30am - 5.30pm (EST Monday to Friday)
Enquire
ADVISER LOGIN PORTAL
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Type of offering
Contributions
Who can invest?
Can the student/life insured be changed?
Withdrawls
Estate Planning
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Product comparison ###########
Scholarship plan
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Investment options
Funeral Bond
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Earnings within the fund ########################
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Security for a loan? ########################
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###### Investments
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View full product information
Features and Benefits
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Features and Benefits
############## Investment Fund
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View full product information
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Features and Benefits
####### Bond
The FuneralPlan Bond is a simple, safe and effective
way to put money aside and accumulate funds to help
meet the cost of funeral expenses. The FuneralPlan
Bond is capital guaranteed by Lifeplan and has valuable
tax and social security advantages.
View full product information
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Multi segment analysis results
FEATURESEGMENT 1 SEGMENT 2 SEGMENT 2 SEGMENT 4 Non member
Trends analysis grid
Working(ACC) Retiring(TTR) Retired(SIS) Current Employers New business EmployerPage title
x5x5x5
x2
x1x1
x1
x3
x4
x3
x1
x2x2
x4
x1
x2
x1x1
Fees and costs (General) x6
x1x1x1x1
x1
x3
x1
x4x2x3x3
x2x2
x1
x3x2x2x2
x2x2x2x2x1x1x1x1
x1x1x1x1
x1x1x1x1x1
Segment
x3
x1
x4
x1
x2
Taxation
Making contribution
Your stage life
Cbus calculators
Consolidate your super
Manage your account online
Superannuation
Member benefits
Financial planners
Planning for retirement
Transition to retirement
Competitor home page (Layout)
Products
Competitor homepage (Content)
Super investment option
Case study
Super investment option performance
Fees and costs (Self manage)
Income stream investment option performance
Pension
Advice over the phone
Super income stream
Manage your income stream online
A tax-effective income
How a retirement income account works
Get help with administration
Get help with administration_opening hours
Extra benefits
Join as an employer
Why choose MTAA Super?
Helping you support your employees
Get help with administration_phone number
Manage my fund
What we offer
Cbus clearing house factsheet
Account administration
Cbus making superannuation easy for business
Employers
Legislative updates
FAQs
Manage your super online
Superannuatin for employers
Understanding insurance
Claim
Real example
The competitive grid
Homepages
Landing pages
Lead gen forms
Competitors (based on market share)
Thank you!
For a copy of the presentation, and Content Prioritisation
Guide
check the prismatik.com.au in the coming days
Oremail