introducing ux into a culture: a case study
DESCRIPTION
A case study on how Jessica Ivins, Senior UX Designer, introduced UX practices to a company with no formal UX process in place.TRANSCRIPT
What is AWeber?
Customer (User)
Subscribers
@jessicaivins
Culture
@jessicaivins
“Don’t take ourselves too seriously; have fun.”
@jessicaivins
http://aweber.jobs
@jessicaivins
UX Team of One
Advantages at AWeber
• Flexible Budget
• No Tight Deadlines
• Supportive Boss
• Dedicated Research Room (Conference Room)
• Videographer for Making Highlight Reels/Clips
We’re Customer-Centric
Customer Solutions (CS) Team
@jessicaivins
Who Are Our Customers?
@jessicaivins
Small Business Owners
CS Perspective
“Pizza Shop Owner”
Content Marketers
“Techies”
Brick & Mortar Business Owners
1-5 Person Small Businesses
Multi-Level Marketers (MLM)
“Pizza Shop Owner”
@jessicaivins
PR Survey: 3,000+ Responses
@jessicaivins
Which of the Following Best Describes Your Company?
• Brick & Mortar Retailer
• Online Retailer
• Affiliate Marketer
• Non-Pro"t
• Information Marketing
• Blogger
• Professional Service Provider
• Consultancy
98%
2%Brick & Mortar Retailer 2%Other Businesses 98%
17%1%
22%
10% 11%
37%
2%Brick & Mortar Retailer 2%Information Marketing 37%Consultancy 11%Online Retailer 10%Professional Service Provider 22%Nonpro!t 1%Blogger 17%
@jessicaivins
How Could We Gain a Better Understanding of Our Customers?
How to Start Introducing UX Into
the Culture?
Minimize Resistance to Change
@jessicaivins
Identify Obvious Usability Issues Without Testing?
CS Team Survey: Top 5 UI Issues
@jessicaivins
A Funny Coincidence
@jessicaivins
Do Customers Know About Our Blog?
User Research:A New Frontier
@jessicaivins
User Interviews
@jessicaivins
Involve Colleagues in the Research Process
@jessicaivins
CS(Tech
Support)Marketing Reputation
Designers Developers Leadership
@jessicaivins
What Are Stakeholders’ Concerns?
@jessicaivins
Started with Current Customers
@jessicaivins
Recruiting
@jessicaivins
Live Recruiting
@jessicaivins
23 Participants
2
17
1
21
Remotely Conducted Interviews
@jessicaivins
Open Invitation to Sit In
Observers
Leveraged Team Members
@jessicaivins
“It looks like a serial killer lives in here.”-Mike, Sys Admin
@jessicaivins
Findings Presentation:Open Meeting
User Research Findings
@jessicaivins
Who Did We Talk To?
Business Owners (1 of 2)
• 4 Coaches
• 4 Content Marketers (Exclusively)
• 4 Brick & Mortars
• 4 Marketing Consultants (Who Recommend AWeber to Clients)
• 2 Multi-Level Marketers (MLM)
Business Owners (2 of 2)
• 1 Attorney
• 1 “Premium” Home Repair Business
• 1 Poker Tournament Business
• 1 Graphic Designer
• 1 Stampin’ Up Rep
• 1 Crochet Patterns Blog (Hobbyist)
@jessicaivins
How Did You Hear About AWeber?
6 From Business Mentors/Coaches
6 From Colleagues
4 From an Online Authority Figure
2 From Books
2 From Online Sources
1 From His Customer
22 Participants
1 Found Us Through Google
@jessicaivins
22 of 23 Participants Found AWeber Through Word of Mouth
@jessicaivins
Opportunity:How Can We Use WOM Referral to
Our Advantage?
@jessicaivins
Burning Question:What About Customers Who Don’t
Find Us Through WOM?
@jessicaivins
Coaches & Marketing Mentors
@jessicaivins
P17, “Womenpreneur” Coach
@jessicaivins
Why Do You Recommend AWeber to Your Clients?
@jessicaivins
One Reason: Our (CS) Team
@jessicaivins
"I feel like I'm dealing with a small business that cares about my business when I call in."
-P17
@jessicaivins
P17: Customer Solutions (CS) Team is Very Helpful
@jessicaivins
Web Forms Are Easy to Customize
@jessicaivins
@jessicaivins
P2 Has Had Problems Reaching Subscribers Due to COI
@jessicaivins
Opportunity:What Can We Learn From How
They Sell Our Product?
@jessicaivins
Opportunity:Can We Partner with Them
Somehow?
Introducing Collaborative
Exercises
@jessicaivins
Creating Personas
@jessicaivins
What’s a Persona?
Molly, Mark & Alex
@jessicaivins
We Got Buy-In!
UX Impact Thus Far
Excitement About UX
@jessicaivins
What Have My Colleagues Learned?
@jessicaivins
“I was surprised that only one user found us organically, i.e. via search.”
@jessicaivins
“I was surprised at the vast network of ‘evangelists’ for AWeber... I'd really like to see AWeber team up with
these trainers.”
@jessicaivins
“When a user doesn't know how to do something, it is not incompetence; it’s just not clear. The tool should
get out of the way and provide value as easily as possible.”
What I’d Do Differently
@jessicaivins
Operate in a “Leaner” Way
@jessicaivins
Share Tidbits of Findings More Frequently
@jessicaivins
Invite Speci"c People to Research Sessions
@jessicaivins
Learn Product Thoroughly Before Conducting Research Sessions
What Else I Have Planned
@jessicaivins
User Research with Prospect Customers
@jessicaivins
Quantitative Surveys
@jessicaivins
Too Many Other Small Projects to Count
