ux for marketers

Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota

UX for marketersMariana Morris

Director and UX Designer at FrutoCo-founder of UX Oxford

Marketing Camp Oxford, 2017

How to create intuitive user journeys and improve conversion.

Mariana Morris

You’ve got users to land on your website. Now what?

Mariana Morris

UX DesignEssential Toolkit8 UX design techniques

frutostudio.co.uk@MarianaMota

The importance of UX Design

“Design has transformedfrom an afterthought (thelipstick on the pig) to aprerequisite. Customers atthis point are starting todemand great experiences.”

Josh BrewerFounder/CEO at Made by Habitat. Previously: Principal Designer at Twitter

Design in Tech#DesigninTech report

John Maedadesignintechreport.wordpress.com

Tech is no longer the differentiator

Design mergers and acquisitions #DesigninTechSource: https://designintechreport.wordpress.com/

UX in GovGovernment Digital Service

gds.blog.gov.uk

How to ensure we are meeting users expectations and needs?

UX DesignEssential Toolkit

UX Design Essential Toolkit

8 UX design techniques

1. Identify user groups2.3.4.5.6.7.8.

1. Identify user groups2. Run user interviews3.4.5.6.7.8.

Oxford Computer Consultants doing user research for National Grid

Ethnographic research

Oxford Computer Consultants running usability testing at Bath & North East Somerset Council

User interview

Planning user interviews

1. Write down key objectives

2. Define user groups

3. Recruit representative users from each user group

4. Write down some prompts/questions.

http://bit.ly/planning-userinterview

User research ≠ Market research

“Market research is a systematic process of collecting and analyzing target customer data, the competition, and the target market environment to aid in making marketing, branding, messaging, positioning, and pricing decisions. The primary goal is to understand what people will buy and how to incite them to buy your product.”

“User research, on the other hand, focuses on understanding the behavioral aspects of the users and more accurately identifies their needs. This research drives specific design decisions by determining how people will use a product and how to control user interactions via the interface design.”

https://www.linkdex.com/en-gb/inked/market-research-vs-user-research/frutostudio.co.uk@MarianaMota

It’s not about what users want, it’s about what users need.

Alan Cooper

Pioneer in interaction design

https://youtu.be/sNWBnCazIcU?t=5m16

@MarianaMota

1. Identify user groups2. Run user interviews3. Create personas4.5.6.7.8.

Personas (lean, concise)

1) User group, name, location

2) DemographicsGender, age, job roles, location, status, attitudes, technical ability, level of experience

3) BehaviourExisting behaviour they exhibit now, because they don’t have your solution.

4) Goals and needsWhat are they trying to accomplish? What are their needs?

5) ExpectationsWhat do they expect from your solution?

1. Identify user groups2. Run user interviews3. Create personas4. Map out user journeys5.6.7.8.

“A user journey is a path a user may take to reach their goal when using a particular website. User journeys are used in designing websites to identify the different ways to enable the user to achieve their goal as quickly and easily as possible.”

http://www.experienceux.co.uk/faqs/what-are-user-journeys/

User journey

ACTION ACTION ACTION GOAL

TRIGGER

Actions, not pages.

User journey

ACTION ACTION ACTION GOAL

TRIGGER

TRIGGER:My coffee machine is broken.

See options of coffee machines

View details, to see if matches my needs

Make payment

Buy a coffee machine

User journeys are not page flows.

1) User journeys: we map out users’ mental models, ie. how users think about achieving a task.

2) Page flows: We map out how the system will be designed to match those mental models (user journeys)

Users’ mental models.

“A mental model represents a person’s thought process for how something works (i.e., a person’s understanding of the surrounding world). Mental models are based on incomplete facts, past experiences, and even intuitive perceptions. They help shape actions and behavior, influence what people pay attention to in complicated situations, and define how people approach and solve problems.”

https://uxmag.com/articles/the-secret-to-designing-an-intuitive-user-experience

1. Identify user groups2. Run user interviews3. Create personas4. Map out user journeys5. Design a page flow6.7.8.

Page flow

See options of coffee machines

View details

Make payment GOAL

TRIGGERMy coffee machine is broken.

Buy a coffee machine

Homepage Listing page Payment page

Content:• Search• Info about…

CTA:Search

Content:• Details about machines

CTA:Buy (for each individual machine)

Content:• Reassurance it’s secure

CTA:Confirm payment

Call to action

1. Identify user groups2. Run user interviews3. Create personas4. Map out user journeys5. Design a page flow6. Wireframe7.8.

Wireframes

● Content● Structure● Layout● Page flow

1. Identify user groups2. Run user interviews3. Create personas4. Map out user journeys5. Design a page flow6. Wireframe7. Run usability testing8.

Preparing for usability test

sensible.com/downloads-rsme.html

● Usability test script

● “Things a therapist would say” (List of things the facilitator can say while the participant is doing the tasks)

● Demo test video

Quantitative analysis

Hot jar

http://awdd.co.uk/wp-content/uploads/2016/04/hotjar-video.jpghttps://webdesignledger.com/wp-content/uploads/2015/06/05-funnels-testing-hotjar-screenshot.jpg

1. Identify user groups2. Run user interviews3. Create personas4. Map out user journeys5. Design a page flow6. Wireframe7. Run usability testing8. Apply visual design

Mariana Morris | Fruto.StudioMarketing Camp, Oxford, 2017 frutostudio.co.uk@MarianaMota frutostudio.co.uk@MarianaMota

Thank you.

Any questions?

@marianamota

@frutostudio

Find more on:

frutostudio.co.uk/blog

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