fórum 2016 - ux design to increase conversion. the hubspot way

Austin Knight Senior UX Designer at HubSpot

UX DesignInbound Marketing

&

! @ustinKnight

UX Design Inbound Marketing


A deep-thinking, objective, goal-oriented, adaptable, and well-informed way of

designing every aspect of a system and it’s experience.

! @ustinKnight


A deep-thinking, objective, goal-oriented, adaptable, and well-informed way of

designing every aspect of a system and it’s experience.

A friendly, data-driven, and value-focused way of

naturally attracting customers to a brand and

engaging with them.

! @ustinKnight


A human-centeredapproach to design

A human-centeredapproach to marketing

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"HUMAN-CENTERED

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Provide a great experienceBut there’s a

problem!

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Social media posts, search

results, paid ads

This is what we think about

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MARKETING


results, paid ads


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PRE-SITE


results, paid ads


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PRE-SITE ON-SITE POST-SITE


results, paid ads

Landing page, navigation, blog structure, checkout or

conversion flow.

Sales or Support representative, email follow-up.

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By: Jane Doe

What tools do you use to get your online marketing work done? Can you do all the same work of a digital marketer, and do it for free?

TRY OUR FREE MARKETING TOOL

Is it possible to have all these great tools without paying a cent? It was a fun challenge to come up with a way to build a $0 marketing stack, to find free alternatives to popular paid tools and services. I’m grateful for all the amazing companies out there that offer such value for so little. Here’s the list I came up with for free alternatives to paid tools. I’d love to know what you think!

31 Marketing Tools for Startups


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By: Jane Doe



Is it possible to have all these great tools without paying a cent? It was a fun challenge to come up with a way to build a $0 marketing stack, to find free alternatives to popular paid tools and services. I’m grateful for all the amazing companies out there that offer such value for so little. Here’s the list I came up with for free alternatives to paid

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By: Jane Doe



Is it possible to have all these great tools without paying a cent? It was a fun challenge to come up with a way to build a $0 marketing stack, to find free alternatives to popular paid tools and services. I’m grateful for all the amazing companies out there that offer such value for so little. Here’s the list I came up with for free alternatives to paid

Join our email list

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Submit


Email

GET STARTED


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By: Jane Doe



Is it possible to have all these great tools without paying a cent? It was a fun challenge to come up with a way to build a $0 marketing stack, to find free alternatives to popular paid tools and services. I’m grateful for all the amazing companies out there that offer such value for so little. Here’s the list I

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Get 50% off when you sign up today REDEEM YOUR OFFER

! @ustinKnight

Get 50% off when you sign up today REDEEM YOUR OFFER

By: Jane Doe



Is it possible to have all these great tools without paying a cent? It was a fun challenge to come up with a way to build a $0 marketing stack, to find free alternatives to popular paid tools and services. I’m grateful for all the amazing companies out there that offer such value for so little. Here’s the list I

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is kingContent

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is kingContext

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UX Design


Inbound Marketing

A human-centeredapproach to marketing

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UX Design


Inbound Marketing

A human-centeredapproach to marketing#

! @ustinKnight


#"DESIGNER

"MARKETER

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"MARKETER

"DESIGNER


#! @ustinKnight

"MARKETER

! @ustinKnight

"DESIGNER

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Example Tools

Fundamentals Statistics

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THE FUNDAMENTALS OF UX DESIGN

1

$ ! @ustinKnightuxd.to/guide

What is UX?


User Experience (UX) involves all interactions that a user has with a particular product, system or service. It is the process of enhancing user satisfaction by improving the usability, ease of use, and pleasure provided in the interaction

between the user and the product. It is human-centered, data-inspired design that assists both the users and the business in achieving their goals. Web

UX involves the strategy, research, analysis, design, implementation, measurement, and iteration of a website.

What is UX?


It is human-centered, data-inspired design that assists both the users and the business in achieving their goals.

Principles


1. The design is based upon an explicit understanding of users, tasks and environments

Principles



2. Users are involved throughout design and development

Principles



2. Users are involved throughout design and development 3. The design is driven and refined by user-centered evaluation

Principles



2. Users are involved throughout design and development 3. The design is driven and refined by user-centered evaluation 4. The process is iterative

Principles



2. Users are involved throughout design and development 3. The design is driven and refined by user-centered evaluation 4. The process is iterative 5. The design addresses the whole user experience

Principles



2. Users are involved throughout design and development 3. The design is driven and refined by user-centered evaluation 4. The process is iterative 5. The design addresses the whole user experience 6. The design team includes multidisciplinary skills and

perspectives

Process


Lean UX

Process


Process


Think Make CheckStrategy Research Analysis Design Implementation Measuring Iteration

Competitive analysis Stakeholder interviews

Brainstorming KPI definition

Value proposition Ecosystem map

Mood boards Story boards

Analytics review

Surveys Content audit

User interviews Card sorting

Heuristic review User testing analysis

A/B testing Analytics review

Personas Scenarios

Mental models Use cases User flows

Heuristic review User testing analysis

Collaborative design Taxonomies

SketchesWireframesMockups

PrototypesUser testing

Code development QA testing

Beta and public launch

Analytics review KPI performance

Heat mappingScroll mapping

User testing

Bug fixes Qualitative user

feedback Quantitative

feedback User pain point

reduction Feature innovation

Process


THINK

Scenarios

Process


THINK MAKE

Scenarios Wireframes

Process


THINK MAKE CHECK

Scenarios Wireframes Heat Maps

Thoughtful solutions


Why should we care about UX?


STATISTICS RELATED TO UX

2




94% of a user’s first impressions of a brand result from the design of its website.

USERS CARE ABOUT DESIGN



79% of users will go to a different site if they don’t immediately find what they’re looking for

USERS ARE IMPATIENT



The average user will leave a website and not return if it does not load in 3 seconds.

USERS ARE IMPATIENT



A one second page load delay would cost Amazon $1.6 Billion in sales per year.

USERS ARE IMPATIENT



50 million mobile apps are downloaded every day. 95% are abandoned within a month.

USERS ARE IMPATIENT



25% of apps are abandoned after a single day.

USERS ARE IMPATIENT



Over 220 million desktop users and 420 million mobile users run an ad blocker.

USERS VALUE GOOD EXPERIENCES



You are 64 times more likely to climb Mount Everest than click on a banner ad.




Spotify’s 10 second Snapchat ad received 26 million views, causing a 30% lift in subscription intent.




This Taco Bell lens received 244 million views on Snapchat in a single day. The average user plays with a lens for 22 seconds.




Google now punishes sites that are not mobile optimized, have mobile pop-ups, or

are not using SSL encryption.



In 10 years, a $10,000 investment in design centric companies would have yielded returns 228% greater than the same

investment in the S&P.


UX IS A GOOD INVESTMENT



&



& '

$ uxd.to/guide ! @ustinKnight

UX is growing globally

$ google.com/trends ! @ustinKnight

$ designerhangout.co ! @ustinKnight

$ kpcb.com/internet-trends ! @ustinKnight

User behavior is changing

$ kpcb.com/internet-trends ! @ustinKnight

$ kpcb.com/internet-trends

! @ustinKnight

! @ustinKnight

Understand your audience

How is this actually done?

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UX DESIGN AT HUBSPOT

3

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Analytics Review

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Heat Mapping and Scroll Mapping

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Session Recordings

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User Testing

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Stakeholder and Customer Interviews

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Unsolicited Feedback

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Wireframes

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Mockups

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Interactions

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Smart Content

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Accessibility

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Internationalization

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Code Development

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QA Testing

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Conversion Rate(22% Actual Increase to Product Pages)○

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Exit Rate(18% Actual Decrease in Exit Rate)○

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Exit Rate(18% Actual Decrease in Exit Rate)○Pain Point Behaviors

(FAQ, Search Queries, Misguided Clicks)○! @ustinKnight

What are the ideal tools for UX Design?


TOOLS WORTH USING

4



Think• UserTesting.com• Hotjar• CrazyEgg• Usabilla• UsabilityHub• Optimal Workshop

Make• Gliffy• XMind• Balsamiq / Axure• Sketch / Photoshop• InVision / Adobe XD

Marvel / WebflowUXPin / Keynote

Check• Google Analytics• HubSpot• Mixpanel• KISSmetrics• Optimizely

! @ustinKnight

DesignMarketing

@ustinKnight AustinKnight.com

uxd.to/guide

@HubSpot HubSpot.com


$ ! @ustinKnightuxd.to/fail

uxd.to/fail

fórum 2016 - ux design to increase conversion. the hubspot way

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