10 habits of customer-obsessed companies

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10 Habits of UX-

Obsessed Companies

Amy Buckner

Co-founder and Managing Partner, AnswerLab

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• 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

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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

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Today’s Speaker: Amy Buckner

Amy BucknerManaging Partner & Co-Founder

Phone: 415.814.9669

Email: amy@answerlab.com

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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Agenda

• 10 Habits of UX-Obsessed

Companies

• Q&A

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10 Habits of UX-

Obsessed

Companies

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Eliminate

Risk

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The Opportunities and Risks

are Enormous

User Experience Quality

Visit

Explore

Interact

Convert

HighLow

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Test Early in the Cycle

Plan Build Launch Support

Product Development cycle

Cost to remedy problems that are identified

$$

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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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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

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Customers.Know Your

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Top 100 Customers

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How Do They Use Our Mobile

Channel?

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Study the Competition.

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Bridalveil Falls

Chilnualna Falls

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COMPETITOR

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CONVERSION ORDER SIZE

240%

268%

Post Redesign Metrics

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Concepts.Validate

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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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IterateDesigns.

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Test 1

Iterate Iterate

Iterative Testing Process

Test 2 Test 3

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Two-Week Design Sprint

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Monthly Rolling Studies

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Be Creative.

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HR / Finance

Employees

Paper Prototypes

Make-shift Lab

Some Useful

Insights

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Measure YourImpact.

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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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The Sandwich

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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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The Wheel

Monthly

Quarterly

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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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Look Pastthe Surface.

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What people say

is not always

what they do.

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Online Dating Site

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59 290!

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Right Methods.Use the

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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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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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Always Look

for Ways toInnovate.

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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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Drive Customer Satisfaction and

Grow Net Promoters

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After This Webcast You Will Receive

Our Complimentary 10 Habits List

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Questions?

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

Amy Buckner

amy@answerlab.com

• For questions about AnswerLab user experience

research services, contact:

Sales@answerlab.com