Post on 06-Aug-2015
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Jenn Coonce Experience Design•Product Innovation Strategy•Customer Research•UX Process Facilitationwww.jenncoonce.com
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
What goes into developing a product innovation strategy?
Business ObjectivesCustomer Objectives
Existing Customer ResearchMeasurable Goals
Customer Interviews
Personas
Competitive/Best Practice Review
Competitive/Best Practice Review
Usability Testing
Task Analysis
Sketching
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Inputs to product strategy
• Competitive landscape/expert review• Customer research (both historical and project)
• Ethnographic research• Field research (at Meetings, etc.)• User interviews• Satisfaction surveys• Customer service insights
• Analytics• Usage of sections on the site• Tenure/cohort data
• The backlog
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Establishing & prioritizing feature sets
• (Specific) customer research• Informational• Exploratory (involving the customer in the design)
• Persona development• Task analysis• Story mapping• High-level group sketching• Feature prioritization (by customer group, business
priority, etc.)
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Understand customer motivations
• Concept Testing• Paper Prototyping• In-person Usability Testing• Remote User research• Group validation sessions• 5-second test• Survey• Beta Testing• A/B Testing with analytics• Expert Review
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Deciding on a research strategy
• What do we and don’t we know?• Are there are major areas of disagreement
among the team (or client)?• How unique is the user group?• How important is it that we get it right?• What is our research budget?• When will we have the biggest opportunity
for implementing findings?
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Usability Testing
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One-on-one analysis of a design
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Types of usability testing
• In person/remote/bulletin board• Formal/informal• In a facility/in the office• Paper prototype/design concept/live site• Timed vs. open ended vs. task-based
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Considerations
• Who do you recruit?– People in the office– Family/Friends– Proxies for customers– Real customers
• What are you testing?– Time to completion– Ability to complete tasks– Understanding of abstract concepts
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Personas
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Research-based persona process
1. Interviewed 10 interviews with potential dieters.
2. Isolated similarities and differences between users and created attribute scales.
3. Plotted each subject on the attribute lines.
4. Developed personas based on clusters.
Resource: http://www.uie.com/brainsparks/2007/11/14/crappy-personas-vs-robust-personas/
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Personas represent relevant details about real customers
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Research-based persona process
Personas represent key characteristics we know about our customers via actual research.
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Grouping exercises elucidate and prioritize top tasks
Resources: http://www.uie.com/articles/kj_technique/http://agileproductdesign.com/blog/the_new_backlog.html
Process for Developing Top Tasks
• Listed top 4 tasks for six personas.
• Grouped items based on affinity
• Labeled groups• Prioritized by
importance to personas
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Site Personalization Initiative
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
The Challenge
• Customers did not absorb the large library of valuable weight loss tips and content offered on the site, preferring instead to jump right in and use the tools.
• Compliance dropped significantly after week 1.
• Previous customer research indicated that customers have common dieting roadblocks and pain points that impact their motivation level and deter their success, with similar problems along the way.
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Our Hypothesis
Providing content and added support for subscribers tailored to their tenure could help customers overcome some of these problems.
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
• Product Owner• Strategists• Information Architects• Designers• Content developers/writers• Front-end developers• Engineers• Project Managers• QA Team• Customer service representatives• Other stakeholders
Collaborative team
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
First step of personalization product map
• Make the user experience revolve around key tasks leading to weight loss success.
• Improve usability fundamentals in order to help customers be more successful
• Make site more relevant to all user types
GetStarted
Learnthe plan
TrackFood
TrackWeight
Readcontent
Findcontent
Key site tasks
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Primary KPIs
• Increased 1-Week Trial conversions• Increased subscriber retention•Tool usage:
• increases among all tenure groups• increases average weeks for tool usage •decreases drop off between weeks 1 and 4
•Customer engagement (e.g., increased site visits and time spent)
•Site usability (as measured from future user testing)
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
We did several stages of customer research
• User Interviews• Ethnography• Surveys
Prior CustomerResearch
Project-relatedExploratory Research
PersonalizationConcept Research
• Focus Groups on Pain Points
• Individual Content Card Sorting
• Assessing multiple user interface approaches
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Ethnography identified common pain points
Interviews and observations of real people in real environments revealed common reasons for drop-off and a cycle of commitment.
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Focus Groups Identified Pain Points
Focus groups clarified and prioritized pain points for key user groups.
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Card Sorting identified content that could help
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
We mapped user progression on the site
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
We tailored personas to the project
Identify needs unique to the project
2
3 Prioritize top tasks to meet needs
Identify characteristics that distinguish distinguish personas
1
4 Identify content that supports top tasks
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Visual designers and writers participated in personas
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Persona needs & tasks indicated key content
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Concept Research tested two distinct concepts
vs
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
A final version was designed
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Personalization outcomes
The outcome:• Diet related content became the number one destination on the site.
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Exercise: develop a better restaurant search App
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Exercise: Build a better restaurant finder app
Business objectives:• Provide more personalized restaurant recommendations
and ratings competing with Yelp and Google Maps.• Achieve adoption quickly from a small group of
dedicated users.
Target customers who:• Eat out frequently• Live in urban areas• Are 25-45 years old• Tend to be technology adopters
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Exercise: Build a better restaurant finder app
Think of your most recent restaurant search.
Write down each task in the process on a different post-it note
Now organize all your group’s tasks into chronological order
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Exercise: Build a better restaurant finder app
How do these tasks impact the features we might include in our product?
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Persona 1: Kimberly
Typical scenarios: • Eats Starbucks oatmeal every morning for breakfast• Eats out at lunch when her kids are at daycare –she looks up
restaurants on her phone, in her car (on UrbanSpoon)—so she spends very little time looking.
• Special occasions with her husband• Family dinners (less frequent)• Will write a rating/review only if a restaurant is really poor.Cares most about (in order of importance):• Cleanliness is primary• At lunch, proximity to where she is right now (even side of the street)
is paramount.• She won’t visit a restaurant without multiple reviews and good ratings• She needs a place that fits her budget (no more than $15)Biggest complaints about the current searching experience: • Photos of restaurants are often of the outside but she wants to see
the inside sparkling clean.• Reviews are not specific enough about cleanliness• Her pet peeve is dirty and sticky menus or tablecloths.
• 36 years old• Part-time therapist• Lives in Houston, Texas• Mother of 4 children• Her husband travels
during the week• Eats out everyday for
lunch and breakfast
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Persona 2: Melissa
Typical scenarios: • Eats out several times a week: for quick lunches or dinner with her
fiancé or friends.• Often purchases Groupons for restaurants in her area (Googles the
restaurant first--looks at restaurant site and Yelp).• Likes to try new places in her area.• Often will ask a friend about a restaurant after finding one.• Recently looked up “best pizza in Boston.”• Sometimes will look for a place to visit while she's out and about.Cares most about (in order of importance): • Good reviews• Proximity• Healthy food options• At lunch, speed• Reasonable price• For dinner, good atmosphere• Likes familiarity (a place she's heard of)Biggest complaints about the current searching experience: • Finds the variety of opinions in restaurant reviews overwhelming
• 28 years old• Therapist• Lives in Boston, MA• Single, engaged• Eats out a couple of
times during the week and one weekend night with her boyfriend or friends
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Persona 3: Rohan
Typical scenarios: • Does a lot of takeout ordering.• First looks to friends for recommendations or Googles a
restaurant or restaurant search as his first step.• For a specific restaurant, he looks up Yelp and other reviews.• Will search for something broad like “San Francisco
restaurants downtown” or a specific cuisine and read through a lot of reviews to pick a restaurant.
• Writes reviews and ratingsCares most about: • Quality of the food, ambience and service• Favors restaurants he has read about in the New Yorker, etc.• Price is not such a concern• Location is not an issue for networking, but other times it isBiggest complaints about the current searching experience: • He doesn’t like that he has to hop around to so many sites to
find a good restaurant—can take up to 40 minutes.• Wants results tailor-made to him, or that his friends like.• The Yelp map option is not good so he goes to Google Maps.
• Technology Executive• Married with kids• Travels often for work
internationally• Often organizes
networking dinners in his industry
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Exercise: Build a better restaurant finder app
How does what we learned about these potential customers impact what features
and functionality we might include?
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.come-mail: jenncoonce@gmail.com
Jenn Coonce Experience Design•Product Innovation Strategy•Customer Research•UX Process Facilitation