streamlining ux: how laser-focused messaging and design can increase revenue
TRANSCRIPT
Streamlining UX: How Laser-Focused Messaging and Design Can Increase Revenue
I am Preston ZellerDigital Marketing at DiscoverOrg
Strategist, Designer, Writer, Technologist
You can find me at @zellerhaus
or PrestonZeller.com
Hey There
What We’ll Cover
1. Who is this for?2. Why do we design?3. UX….or UI?4. Aligning Product & Marketing5. UX Principles & Strategy6. Design Optimization Process7. Experimentation8. FAQ
Who is this for?And why should you care about great UX/messaging?
1
Who is this for?
◉ Product ○ desktop, mobile, app
◉ Lead Generation◉ eCommerce◉ Anyone designing/building a product they
want to have maximum impact
Why do we design?Goals, motivation, why you care...
2
Solve ProblemsBring clarity to ideas, actions, and concepts
EfficiencyStorytelling
Brand AwarenessExperience
Why does design sometimes feel like this?
UX…or UI?Aren’t they the same? Not exactly.
3
“
Something that looks great but is difficult to use is exemplary of great UI and poor UX. While something very usable that looks terrible is
exemplary of great UX and poor UI.Helga Moreno
Keywords to define UXAnalytical (customers, competitors, etc), Strategic (content), Wireframing, Testing, Tracking, Analysis, Iteration
Keywords to define UIResearch, Brand, User Guides/Storyline, Interactivity & Animation, Screen size adaptation, Working with Dev
It’s a Subjective Practice - Designing for the User
Align Product & MarketingThey’re more related than we think.
4
Buyer Personas
◉ What drives them?◉ What do they want to accomplish?◉ What problem are you solving for them?◉ Why you, not the ‘other guy’?
Do research on these people -
both customers and prospects
Value-based selling
Focus on messaging selling the financial impact relative to the price paid...relative to the competition.
Feature -> Benefit
Other areas to refine
Product launch timelines
The success of that new product hinges greatly on a the marketing roll out - communicate new features and benefits clearly so when the product it out, your buyers are ready.
UX Principles &StrategyHighlights for your UX improvements
5
People look up from their mobile device every 4-6
seconds
How to Keep Attention?
Group Together
Different Visual Cues
Focus on Fewer
Patterns & SymmetryPositive emotions yield a perceived positive outcome.
So don’t bore you traffic!
Don’t Cause Confusion
◉ Boost feelings of achievement
◉ Understand choices and terms
◉ Cheerful, joyful messaging and imagery
Plutchik's wheel of emotions
Streamlining
EasierDecisions
Attention Emotions
Multiple Options?
FREEDOM TO ACT
Strike a Balance
Limiting the User?
PREVENTING ERRORS
Don’t piss off your users.
Design OptimizationProcessHow do we design smarter?
6
Set Clear Goals◉ Metrics will vary by context◉ What are the pain points?◉ Define business goals
Research◉ Validate hypothesis◉ Site analytics◉ UserTesting, Interviews, etc.
Visual Identity◉ Conveying the brand◉ Proper use of color, typography,
imagery◉ Illicit the right emotional
response
Content Creation◉ Information Architecture◉ Taking stock◉ Updating messaging
Prototyping◉ Wireframing, refined
wireframing◉ Refined to Static mock◉ They each bring upsides
Dev QA◉ Ensure the end experience is
what it should be◉ Speed! ◉ Crossbrowser & device
Launch◉ Plan to mitigate bugs,
performance issues, etc◉ Rollback plan if necessary
Building for ExperimentationTurn it into a conversion machine
7
Build a Culture Around This
A/B Testing
Comparing two elements on your page to determine which is better. Test and prove hypothesis statements.
CRO
Improve how website visitors interact with your site to take a desired action. Increase ROI with no additional expenditure on traffic acquisition
Personalization
Location, interest, interaction & purchase history. Make the overall experience with your asset more enjoyable.
Summing it Up
◉ Establish goals for improving UX◉ Research & Analyze ◉ Formulate a Strategy◉ Execute & Measure◉ Improve Incrementally
Resources
Wireframe
◉ Pen, pencil, paper◉ Sketch
Design
◉ Sketch, PS
Research
◉ UserTesting◉ Customer database
Optimization
◉ CrazyEgg◉ Optimizely◉ SumoMe◉ A/B Title Tester◉ InVision◉ Intercom
Sources
◉ http://usabilitygeek.com/ethics-in-user-experience-design/◉ “Master Your Next Website Redesign” eBook - by Optimizely◉ https://careerfoundry.com/en/blog/ux-design/the-difference
-between-ux-and-ui-design-a-laymans-guide/◉ http://snip.ly/mjj7s#http://www.onextrapixel.com/2014/04/2
4/the-gap-between-ui-and-ux-design-know-the-difference/