Erin everhart mining user data - ses chicago 2013

• 1. Making Money Is Easy: Just Give Your Users What They Want SES Chicago 2013 @erinever352media.com @352inc

2. Your users are pretty cool.SES Chicago 2013 @erinever352media.com @352inc 3. But you are not your users.SES Chicago 2013 @erinever352media.com @352inc 4. You cant see the whole picture.SES Chicago 2013 @erinever352media.com @352inc 5. Heres your new engine! What car is this bad boy for?SES Chicago 2013 @erinever352media.com @352inc 6. The Cutie-Patootie SXWell, damn.SES Chicago 2013 @erinever352media.com @352inc 7. Theres an easy way to avoid this.SES Chicago 2013 @erinever352media.com @352inc 8. Listen to your users.SES Chicago 2013 @erinever352media.com @352inc 9. They just want to be heard.SES Chicago 2013 @erinever352media.com @352inc 10. Sketch PersonasSES Chicago 2013 @erinever352media.com @352inc 11. Who should be there?SES Chicago 2013 @erinever352media.com @352inc 12. 1) List all the users of your site.Example: Enterprise Clients, Start-ups, Job Seekers, Competitors, Industry Peers, Press SES Chicago 2013 @erinever352media.com @352inc 13. 2) Situations why they come to your site.Example: Im a marketing director vetting out this company for a potential project. Example: Im a college student looking for internships at this company. SES Chicago 2013 @erinever352media.com @352inc 14. 3) Create I want/I need statements.A marketing director vetting out this company I want to learn more about your services. A college student looking for internships at this company I want to work for this company. SES Chicago 2013 @erinever352media.com @352inc 15. 4) Look for patterns. Would this person wanting this also want this? I want to see how our work compares to their work. (1) I want to work for this company. (2) I want to see current job openings. (2) I need to see examples of their work. (1) (2) (3) I want to learn more about their process. (3) I need to read testimonials from my peers. (3) I want to learn more about their services. (1) (2) (3) I want to read what this company has been up to. (1) (2) (3)I need to contact this company. (2) (3)SES Chicago 2013 @erinever352media.com @352inc 16. These become your persona sketches 1) Competitor Caryn I want to see how our work compares to their work. I need to see examples of their work. I want to learn more about their services. I want to read what this company has been up to.2) Career-Driven Carrie I want to work for this company. I want to see current job openings. I need to see examples of their work. I want to learn more about their services. I want to read what this company has been up to. I need to contact this company.3) Marketing Director Mary I need to see examples of their work. I want to learn more about their process. I need to read testimonials from my peers. I want to learn more about their services. I want to read what this company has been up to. I need to contact this company. SES Chicago 2013 @erinever352media.com @352inc 17. If you give them what they wantSES Chicago 2013 @erinever352media.com @352inc 18. Theyll probably convertSES Chicago 2013 @erinever352media.com @352inc 19. And that means more money for youSES Chicago 2013 @erinever352media.com @352inc 20. But of course, validate this with dataSES Chicago 2013 @erinever352media.com @352inc 21. Card sortsSES Chicago 2013 @erinever352media.com @352inc 22. Surveys Survey Monkey Hello Bar Pop ups EmbedsSES Chicago 2013 @erinever352media.com @352inc 23. InterviewsSES Chicago 2013 @erinever352media.com @352inc 24. But what do I ask them? How do you shop for this product? When do you use this product? If you were looking for this product online but didnt know the name of it, what would you search for? What problem do you have that this product could solve? What do you look for in these types of products?SES Chicago 2013 @erinever352media.com @352inc 25. Testing is the real fun part.SES Chicago 2013 @erinever352media.com @352inc 26. Start small The best results come from testing no more than 5 users, and running as many small tests as you can afford. 5 users will uncover 85% of the usability problems in your site. - Jakob NielsenSES Chicago 2013 @erinever352media.com @352inc 27. Guerilla testingSES Chicago 2013 @erinever352media.com @352inc 28. Remote testingSES Chicago 2013 @erinever352media.com @352inc 29. Moderated testingSES Chicago 2013 @erinever352media.com @352inc 30. Lets see one in action.SES Chicago 2013 @erinever352media.com @352inc 31. Sounds great, but I have no resources.SES Chicago 2013 @erinever352media.com @352inc 32. Visual Website OptimizerSES Chicago 2013 @erinever352media.com @352inc 33. Visual Website OptimizerSES Chicago 2013 @erinever352media.com @352inc 34. Usertesting.comSES Chicago 2013 @erinever352media.com @352inc 35. So, what can you expect?SES Chicago 2013 @erinever352media.com @352inc 36. SES Chicago 2013 @erinever352media.com @352inc 37. But really, whats the ultimate goal?SES Chicago 2013 @erinever352media.com @352inc 38. To make your users ecstatically happySES Chicago 2013 @erinever352media.com @352inc 39. Every $1 invested in UX yields $100 return.Bias & Mayhew, 1994SES Chicago 2013 @erinever352media.com @352inc 40. Thank you!SES Chicago 2013 @erinever352media.com @352inc 41. 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