The Importance of UX in Association Website Design
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Transcript of The Importance of UX in Association Website Design
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
UX for AssociationsWhat It Is, How It’s Done, and Why It Matters
With Danielle Gobert Cooley & Hosted by Jason Stone, Engage
Association Best Practice Series
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
Jason Stone
• Internet marketer since 1996
• Washington University, MBA
• Member, ASAE
Email [email protected]
Twitter @StoneSTL
LinkedIn linkedin.com/in/jasonhstone
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VP, Sales & Marketing, Engage
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
Housekeeping
• All attendees are in “listen-only” mode.
• Q&A session at the end of the presentation.
• Use the chat box to ask questions or alert us to any technical difficulties.
• A recording of today’s presentation will be made available.
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How It Works
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
Post Webinar Survey
There will be a 5 question survey at the end of the event. Completing the survey enters you into a drawing for a $25 Visa gift card!
4
Your Feedback Is Important to Us!
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
UX for AssociationsWhat It Is, How It’s Done, and Why It Matters
With Danielle Gobert Cooley & Hosted by Jason Stone, Engage
Association Best Practice Series
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
Danielle Gobert Cooley
• BE, Biomedical and Electrical Engineering, Vanderbilt University
• MS, Human Factors in Information Design, Bentley University
• Past Annual Conference Chair, User Experience Professionals Association
Email [email protected]
Twitter @dgcooley
LinkedIn linkedin.com/in/dgcooley
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15 Years as a UX Specialist
Selected Work
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
What is UX?
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
What is UX?
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Google Image Search 2015
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
What is UX?
The effectiveness, efficiency, and satisfaction with which specified users achieve specified goals in particular environments.
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ISO1 9241-11
1International Organization for Standardization (ISO) covering ergonomics of human-computer interaction
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 10
Visual Design
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 11
Visual Design
Interaction Design
Information Architecture
Content Strategy
User Research
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
Building Good Websites
Building a good website is not unlike building a house.
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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
User Research
House
• Who’s going to live there?
• Any disabilities?
• How many? How old?
• How long will they stay?
Website
• Who will use the site?
• Any disabilities?
• What incomes, ages, and education levels?
• What are their pain points? End goals?
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Visual Design
Interaction Design
Information Architecture
Content Strategy
User Research
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
Characteristics of Association Web Visitors
Members
• Professionals who want to be part of a group
• Looking to improve their organization and/or themselves
• Legitimacy, status, authority
Consumers
• Seeking referrals, locations, information on services, choices, and education
Association Employees
• Internal needs (benefits, policies, etc.)
Policy Makers
• Seeking information to justify or modify their position
Leadership
• Communication, community, and perception
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Multiple Visitor Types: Members, Consumers, Employees, Policy Makers & Leaders
User Research
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
Content Strategy
House
• What rooms are needed?
• What size furniture must be accommodated?
• How many cars? Bikes? Small kitchen appliances?
Website
• What features and functions are necessary?
• What pages do we need?
• Any photos? Videos? Copy? Product Reviews?
• Who will create this content? Govern it?
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Visual Design
Interaction Design
Information Architecture
Content Strategy
User Research
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
Information Architecture
House
• How will the rooms be arranged?
• What about traffic flow?
• Lighting needs?
Website
• What is the best navigation structure?
• How should individual screens be laid out?
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Visual Design
Interaction Design
Information Architecture
Content Strategy
User Research
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
Planning Ahead
“You can use an eraser on the drafting table or a sledge hammer on the construction site” – Frank Lloyd Wright
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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
Case Study: Sargento
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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
Interaction Design
House
• Which way should the doors swing?
• Should there be knobs or lever handles?
• Placement and types of switches?
Website
• Which controls should be used for navigation? Selections? Actions?
• Dropdowns vs Checkboxes?
• What about micro interactions?
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Visual Design
Interaction Design
Information Architecture
Content Strategy
User Research
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
Visual Design
House
• What paint colors will be used?
• Flooring choices?
• Cabinet finishes?
• Window treatments?
• Landscaping?
Website
• What color scheme is most appropriate?
• What about the typography?
• Will there be any iconography? What style?
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Visual Design
Interaction Design
Information Architecture
Content Strategy
User Research
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 21
Visual Design
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 22
Visual Design
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
Before & After
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 24
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 25
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 26
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 27
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 28
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 29
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 30
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 31
All new in 2016!
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 32
Visual Design
Interaction Design
Information Architecture
Content Strategy
User Research
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 33
Great! Now How Do We Make Sure People Have Good Experiences with Our Site?
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 34
Design Thinking
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 35
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
Design Thinking: Empathize
• Ethnographic Research
• Contextual Inquiry
• Field Studies
• Immersion Studies
• Journaling Studies
• Journey Mapping
• Empathy Maps
• Surveys
• Annual Meeting Activities
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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
• Persona Development
• Card Sorting
• Tree Testing
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Design Thinking: Define
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
Design Thinking: Ideate
• Brainstorming
• Mind Mapping
• 6-3-5 Brainwriting
• Design Studio
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Photo via http://bradfrost.com/blog/post/establishing-design-direction/
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
Design Thinking: Prototype
• Sketching
• Paper Prototyping
• Modeling
• Wireframing
• Interactive Prototyping
• Axure
• iRise
• Balsamiq
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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
Design Thinking: Test
Usability Testing
• In-lab Moderated
• Field Moderated
• Remote Moderated
• Unmoderated
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Photo via http://www.pixotech.com/pixos-usability-testing-lab/
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
Good UX Increases Your Bottom Line
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 42
1. Increased Revenue
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
1. Increased Revenue
The average business metrics improvement after a usability redesign is 83%.
• Conversion rates
• Traffic numbers
• User Performance
• Target Feature Usage
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Increasing your bottom line
http://www.nngroup.com/articles/usability-roi-declining-but-still-strong/
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
http://zd.net/1TqTavQ
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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 45
Checkout
http://bit.ly/1TqTwSZ
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 46
http://bit.ly/1TqTwSZ
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 47
2. Decreased Development & Support Costs
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
Case Study: Pfizer
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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 49
Case Study: MediConnect
“Our next move was the smartest move we could have made – we asked our customers why they weren’t using it?”
Amy Rees Anderson
“Life is Complicated Enough – Keep Your Software Simple”
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 50
Case Study: MediConnect
“Our next move was the SECOND* smartest move we
could have made – we asked our customers why they weren’t using it?”
Amy Rees Anderson
“Life is Complicated Enough – Keep Your Software Simple”
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 51
3. Increased Employee Efficiency
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
3. Increased Employee Efficiency
• Average membership manager salary in the United States: $66,258
• Average intranet task success rate: 74%
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Photo via: http://www.agentur-loop.com/en/careers/umbraco-net-developer
http://www.nngroup.com/articles/intranet-users-stuck-low-productivity/
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 53
4. Increased Word of Mouth Marketing
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
4. Increased Word of Mouth Marketing
“A thrilled customer is the most potent marketing asset your organization can leverage.” – John Jantsch Founder, Duct Tape Marketing
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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 55
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
4. Increased Word of Mouth Marketing
A word of mouth impression drives at least 5x more sales than a paid
impression.
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http://www.womma.org/ReturnOnWOM
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 57
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 58
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 59
5. Differentiation from the Competitors
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 60
Stat via http://www.walkerinfo.com/Customers2020/
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
“The percentage of companies competing primarily on the basis of customer experience is rising from 36% two years ago to 58% today to a whopping 89% two years from now. The implication is that customer
experience has become a strategic imperative.” – Gartner 2014
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0
20
40
60
80
100
2012 2014 2016
% of companies competing primarily on the basis of customer experience
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 62
6. In the End, Though, It’s Just the Right Thing To Do.
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 63
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
A user-centered approach to digital product design and development will:
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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
In Summary…
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UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
Connecting the Dots…
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If Danielle is your architect, Engage is your builder.
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
About Engage
• All developers and designers are US-based here in St. Louis Missouri
• Analytics, Design, CMS, AMS, CRM, and custom software development
• In the past 3 years, 20+ successful association website launches
• Five clients took home Protech Wow! Awards at the 2016 Fusion Conference
• 2016 ASAE Gold Circle rheumatology.org
Website engagesoftware.com
Twitter twitter.com/engagesoftware
LinkedIn bit.ly/engage-li
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17 Years in Software Development
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
ASAE Gold Circle Award
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Rheumatology.org
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 69
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
How Engage Works
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Project Lifecycle
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL) 71
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
Q&A
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Question and Answer
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
Don’t Forget Our Survey!
There will be a 5 question survey at the end of the event. Completing the survey enters you into a drawing for your $25 Visa gift card!
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Your Feedback Is Important to Us!
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
Next Webinar
Growing Millennial Membership
Presenter: Gail Straus
August 18, 2016 2:30 PM EDT
Save the Date!
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Association Best Practice Series
UX for Associations | May 26, 2016 w/Danielle Gobert Cooley (@dgcooley) & Jason Stone (@StoneSTL)
Thank You for Attending!
Danielle Cooley
Email [email protected]
Twitter @dgcooley
Website dgcooley.com
Jason Stone
Phone (314) 884 - 2448
Email [email protected]
Website www.engagesoftware.com
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