3 keys to building a better user experience
DESCRIPTION
Historically, financial marketing has had a tendency to be inward focused. Today prospects have more control over how they choose to engage. This shift will demand that financial marketing pay more attention to user experience. This presentation outlines 3 keys to help financial marketing build a better user experience.TRANSCRIPT
3 KeysTo Building ABetter User Experience
Financial marketinghas a history of beingvery product focused.
Features!Features! Features!
That won’t cut it today.
“Why should I care?”
Your audiencehas more controlthan ever with howthey experienceyour message.
If the experienceisn’t worth their time, they move on.
Goodbye.
How important isthe experience?
74% of businesses believe user experience is keyfor improving sales.*
* EconsultancyMarch 13, 2013
How do we create agreat user experience?
Here are 3 keys.
Start with a user-centric strategy.
one
Start with a user-centric strategy.
one
Put yourself in their shoes.
Start with a user-centric strategy.
one
Ask, “What’s in it for them?”
Put yourself in their shoes.
Stop selling andstart helping.
two
Stop selling andstart helping.
two
Help them solve a problem.
Stop selling andstart helping.
two
Help them take advantage of an
opportunity.
Help them solve a problem.
Ask, “Does ithelp enhance the experience?”
three
Ask, “Does ithelp enhance the experience?”
three
Be critical of everything.
Ask, “Does ithelp enhance the experience?”
three
Have the courage to eliminate
experience-killers
Be critical of everything.
Summary.
1. Start with a user-centric strategy.
2. Stop selling and start helping.
3. Ask, “Does it help enhance the experience?”
Good luck.
u n c o m m o n s e n s e . c o m