10 habits of customer-obsessed companies

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CONFIDENTIAL 1 10 Habits of UX- Obsessed Companies Amy Buckner Co-founder and Managing Partner, AnswerLab

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Page 1: 10 Habits of Customer-Obsessed Companies

CONFIDENTIAL 1

10 Habits of UX-

Obsessed Companies

Amy Buckner

Co-founder and Managing Partner, AnswerLab

Page 2: 10 Habits of Customer-Obsessed Companies

CONFIDENTIAL 2

• Regularly asked to speak at

industry events

About AnswerLab

• Founded: 2004

• Headquarters: San Francisco

• Trusted by global market leaders

• #1 research firm

• #1 research firm

2

Page 3: 10 Habits of Customer-Obsessed Companies

CONFIDENTIAL 3

AnswerLab’s Focus Enables

Research You Can Trust

User

Experience

Research

IT’S ALL

WE DO

User Experience Research

• 100% Focused on User

Experience Research

• Independent

• Objective

Page 4: 10 Habits of Customer-Obsessed Companies

CONFIDENTIAL 4

Today’s Speaker: Amy Buckner

Amy BucknerManaging Partner & Co-Founder

Phone: 415.814.9669

Email: [email protected]

AnswerLab

160 Spear Street, Suite 700

San Francisco, CA 94105

• AnswerLab Co-founder

• 15+ years experience

delivering UX insights to

Fortune 500 companies

• Frequent speaker on UX

topics at UPA, AMA,

Net.Finance, iMedia

Connection, World Usability

Day

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CONFIDENTIAL 5

Agenda

• 10 Habits of UX-Obsessed

Companies

• Q&A

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CONFIDENTIAL 6

10 Habits of UX-

Obsessed

Companies

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CONFIDENTIAL 7

Eliminate

Risk

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CONFIDENTIAL 8

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CONFIDENTIAL 9

The Opportunities and Risks

are Enormous

User Experience Quality

Visit

Explore

Interact

Convert

HighLow

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CONFIDENTIAL 10

Test Early in the Cycle

Plan Build Launch Support

Product Development cycle

Cost to remedy problems that are identified

$$

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CONFIDENTIAL 11

Employ a User-Centered Design

Process

Strategy & Planning

• Who are our users?

• What do they need?

• What do we build?

Discover

Design & Specification

• How do we design it?

• Will they use it?

• How do we improve it?

Optimize

Launch & Production

• Are there showstoppers?

• Did we have impact?

• What do we do next?

Validate

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CONFIDENTIAL 12

Strategy & Planning

• Who are our users?

• What do they need?

• What do we build?

Discover

Design & Specification

• How do we design it?

• Will they use it?

• How do we improve it?

Optimize

Launch & Production

• Are there showstoppers?

• Did we have impact?

• What do we do next?

Validate

Employ a User-Centered Design

Process

Page 13: 10 Habits of Customer-Obsessed Companies

CONFIDENTIAL 13

Customers.Know Your

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CONFIDENTIAL 14

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CONFIDENTIAL 15

Top 100 Customers

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CONFIDENTIAL 16

How Do They Use Our Mobile

Channel?

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CONFIDENTIAL 17

Study the Competition.

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CONFIDENTIAL 18

Bridalveil Falls

Chilnualna Falls

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CONFIDENTIAL 19

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CONFIDENTIAL 20

COMPETITOR

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CONFIDENTIAL 21

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CONVERSION ORDER SIZE

240%

268%

Post Redesign Metrics

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CONFIDENTIAL 23

Concepts.Validate

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CONFIDENTIAL 24

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CONFIDENTIAL 25

3. Never Used

2. Went Inactive

1. Active Users

600 Customers

1. Would Adopt

2. Some Would Adopt

3. Still Not Interested

Outcome

Quantitative Protoype Study

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CONFIDENTIAL 26

IterateDesigns.

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CONFIDENTIAL 27

Test 1

Iterate Iterate

Iterative Testing Process

Test 2 Test 3

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CONFIDENTIAL 28

Two-Week Design Sprint

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CONFIDENTIAL 29

Monthly Rolling Studies

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CONFIDENTIAL 30

Be Creative.

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CONFIDENTIAL 31

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CONFIDENTIAL 32

HR / Finance

Employees

Paper Prototypes

Make-shift Lab

Some Useful

Insights

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CONFIDENTIAL 33

Measure YourImpact.

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CONFIDENTIAL 34

Brand

• Overall

Impression

• Rating of Key

Brand Attributes

Call-to-Action Metrics

• Likelihood to

(Primary Call to

Action)

• Likelihood to

Return

• Likelihood to

Recommend

(NPS)

Experience

• Satisfaction

• Ease of Use

• Success in Tasks

Benchmarking Measures

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CONFIDENTIAL 35

The Sandwich

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CONFIDENTIAL 36

UX Score

J & J Brand Wave 1 Wave 2 Change?

78 84 ↑

60 55 ↓

65 68 ↑

70 78 ↑

55 65 ↑

65 60 ↓

82 78 ↓

69 78 ↑

72 65 ↓

64 80 ↑

The Sandwich: Waves

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CONFIDENTIAL 37

The Wheel

Monthly

Quarterly

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CONFIDENTIAL 38

Monthly sample size (n=250)

0%

20%

40%

60%

80%

100%

Overallsatisfaction

Experiencedfrustrations

Overall Scorecard: Site Satisfaction / Frustrations

(6/7 Very Satisfied) / (% Experienced Frustrations)

The Wheel: Continuous

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CONFIDENTIAL 39

Look Pastthe Surface.

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CONFIDENTIAL 40

What people say

is not always

what they do.

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CONFIDENTIAL 41

Online Dating Site

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59 290!

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Right Methods.Use the

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CONFIDENTIAL 44

Lab-based Usability

Remote UsabilityA/B Testing

Beta Testing

Quantitative User Experience ResearchIntercept Surveys

Focus Groups

Behavioral TrackingHeuristic Reviews

Ethnographic Research

Eye TrackingMobile Testing

Many Methods &Techniques

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CONFIDENTIAL 45

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CONFIDENTIAL 46

Focus Groups

Intercept

How do we

drive online

orders?

Usability Testing

Beta Testing

How do we

make this a

success the

first time?

A/B Testing

Intercept

What’s wrong

with this new

home page?

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CONFIDENTIAL 47

Always Look

for Ways toInnovate.

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CONFIDENTIAL 48

Eliminate Risk.

Know Your Customers.

Study the Competition.

Validate Concepts.

Iterate Designs.

Be Creative.

Measure Your Impact.

Look Under the Surface.

Use the Right Methods.

Always Look for Ways to Innovate.

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CONFIDENTIAL 49

Drive Customer Satisfaction and

Grow Net Promoters

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CONFIDENTIAL 50

After This Webcast You Will Receive

Our Complimentary 10 Habits List

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CONFIDENTIAL 51

Questions?

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CONFIDENTIAL 52

Thank you!• For follow-up questions for our speaker, contact:

Amy Buckner

[email protected]

• For questions about AnswerLab user experience

research services, contact:

[email protected]