ux strategy case study

19
A UX Journey Zoe Clelland

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Post on 22-Dec-2014

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Ever wonder how all the research and customer feedback gathered gets translated into a product experience? This is a soup to nuts approach I've used in the past.

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Page 1: UX Strategy Case Study

A UX Journey

Zoe Clelland

Page 2: UX Strategy Case Study

UX is Bigger than “Just”

Examine the business

Learn about customers

Translate to strategy

Translate to product

Translate to experience

Translate to visual design

Translate to business success

Page 3: UX Strategy Case Study

Examining the Business Case Study from online people search company

What do we offer? Phone numbers!

Why do people visit us? Um… phone numbers?

How are we unique in the market? Oh crap.

Page 4: UX Strategy Case Study

Let’s Learn About Customers

Mental Model: An explanation in someone's thought process for how something works in the real world.

A mental model is not a design, but rather a framework by which to make product and design decisions Mental Models include what a person thinks is true Mental models allow a person to predict the results of

his actions.

Many innovative ideas fail to be translated into successful products because these ideas are often at odds with prevailing mental models of users!

Page 5: UX Strategy Case Study

Mental Model Research Plan We went BIG because we knew so little

Quantitative online web panel (n=500) consisting of both open and close ended regarding people search across all mediums

Qualitative diary studies (n=27) where participants kept records of who what where and how they searched for people over several weeks plus contextual interviews (n=10)

But the results were VERY illuminating!

Page 6: UX Strategy Case Study

Findings Three core people search types: Practical, Quest, Research

Biggest issue to finding someone was too many results returned

User need more information to be able to identify the “right” person

Visitors actually used maps more than any other feature (a new use case to us!)

Preferred contact depended on relationship (phone vs text vs email)

Users want to be able to own what contact info is available for them and adjust privacy

Ads are overwhelming and deceiving (we knew that one, but revenue…)

Page 7: UX Strategy Case Study

Translating to the Strategy Mission (its all about practical people search and contact information)

We make it fantastically simple for everyone to find each other and connect

Positioning (contact and be contacted on your terms) Where everybody lives. <Company> is where everybody’s contact information lives and is

the place people go to find and be found. It puts people in control of their own information and is accessible anytime, anywhere. We work continuously to earn people’s trust and to create an experience that exceeds expectations.

Attributes (finding balance between ad revenue and an effective experience) Stewards of Trust • Relevant Innovation • Intuitive Experiences • Best Source

Page 8: UX Strategy Case Study

Translating to the Product Add professional contact data

Add more contact types (email)

Add identifying information

Allow privacy control to listing owners

Do not take a hit in revenue AND cover the cost of all the work.

Page 9: UX Strategy Case Study

Translating to the UX: Home

Page 10: UX Strategy Case Study

Translating to the UX: Home Simplify entry, minimize advanced

searching

Most less critical search types into tabs (data driven)

Fewer ads with more impact

Natural language vs robot voice

Promotion area for new features and brand values

Page 11: UX Strategy Case Study

Translating to the UX: Results

Page 12: UX Strategy Case Study

Translating to the UX: Results Guiding paradigm and user motivation to

“find the right John Smith”

Added map to help associate general location and neighborhood

Added identifiers in a super scannable

format with advanced and intuitive sorting

and filtering

Rollover algorithms to account for name and location variations

Added search fields at top of all pages (duh) to aid workflow

Indicators of personal or business contact info and contact methods available

Remove ad links from listings, rely on higher value placements

Page 13: UX Strategy Case Study

Translating to the UX: Details

Page 14: UX Strategy Case Study

Translating to the UX: Details Guiding paradigm and user is to provide any

and all pertinent information available about the person

Added large map by default, easy access to directions

Created page patterns to help users understand content vs ads

Allow direct scroll thru of listings to support workflow

Add engagement features such as “listing claim”, private contact, and accuracy ratings

Enforced that only related ad content (e.g., public records) can appear aside listing, clearly delineated

Page 15: UX Strategy Case Study

Translating to the VisD Simple simple simple!

Dial down colors so as not to compete with ad content (rather, distinguish from)

Clean, modern fonts

Extra white space and larger controls to create an “easy” feel

Portray site as reputable and trustworthy (vs spammy link farm)

Page 16: UX Strategy Case Study

Translating to the VisD Maintained content vs ad

separation

Created visual language with custom icons and consistent usage of color

Oh the alignment and wrapping woes…but worth it!

Page 17: UX Strategy Case Study

Translating to the VisD Used green as primary

accent used for WP related items only

Emphasis on “claim” functionality and privacy as key part of strategy

Leave opportunity for friendly humor as part of brand tenets

Page 18: UX Strategy Case Study

Business Results Increase in visits per unique visitor by 6%

Organic increase in page views per visits nearly 17%

Increase in searches per visit (likely to find and claim personal listing)

Doubled conversion rate of member services compared to previous integration

70% reduction in post production interaction bugs compared to previous releases

Highest Net Promoter Score (NPS) in WP history with gain of over 30 points

Exceeded lofty revenue goals by 9% (we’re talking millions here!)

Page 19: UX Strategy Case Study

Questions?