Stepping Back to See Clearly – Building a Solid UX Strategy Scott McCall, Product/UX Designer November 13, 2013
Stepping Back to See Clearly - Building a Solid UX Strategy
Jan 21, 2015
Internet Summit 2013 Raleigh, NC
November 17, 2013 Pre Con UX Workshop
Stepping Back to See Clearly - Building a Solid UX Strategy
There’s more to UX than usability best practices or a shiny interface. How do we go deeper and create a strategic foundation for solving business problems through design? This session will focus on identifying, clarifying, and communicating problems using design thinking.
*shout outs to Jeff Gothelf for the Lean UX stuff, and Joe Baz and Above the Fold for the Problem Statement format.
November 17, 2013 Pre Con UX Workshop
Stepping Back to See Clearly - Building a Solid UX Strategy
There’s more to UX than usability best practices or a shiny interface. How do we go deeper and create a strategic foundation for solving business problems through design? This session will focus on identifying, clarifying, and communicating problems using design thinking.
*shout outs to Jeff Gothelf for the Lean UX stuff, and Joe Baz and Above the Fold for the Problem Statement format.
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Transcript
Stepping Back to See Clearly – Building a Solid UX Strategy
Scott McCall, Product/UX DesignerNovember 13, 2013
UX = Problem Solving
Solve the right problems
Think
BuildMeasure
Think
BuildMeasure
ResearchCompetitive analysisMental modelsTest results
PrototypesWireframes
CodeSketches
Hypotheses
TestingAnalyticsSign-upsSurveys
Think
BuildMeasure
Identify the Problem
Clarify the Context
Communicate the Strategy
Think
BuildMeasure
Identify the Problem
Clarify the Context
Communicate the Strategy
Create a framework for thinking
Start here
Identify the problem
Clarify the context
Communicate your strategy
• “Where pharma buyers meet pharma suppliers”
• Supports massive events worldwide.
• Not an e-commerce site, but a 2 way matchmaker.
CPhI Online – Original, original site
CPhI Online – Original home page
CPhI Online – Original product search
CPhI Online – Original product detail page
Step 1: Identify the Problem
Step 1: Identify the problem – gather your data
InterviewsSurveysSupport ticketsFeature requestsForums
What are people saying?
Web analyticsUser testing
What are people doing?
Marketing goals / strategyKPI’s
What does the business require?
Step 1: Identify the problem.
InterviewsSurveysSupport ticketsFeature requestsForums
What are people saying?
Web analyticsUser testing
What are people doing?
Marketing goals / strategyKPI’s
What does the business require?
What we started with:
CREATE PROBLEM STATEMENTS
According to __(data)__,__(target user)__ [verb] __(problem)__.
CREATE PROBLEM STATEMENTS
According to __(data)__,__(target user)__ [verb] __(problem)__.
According to our user testing,60% of “buyers” mistook the login box for the
registration form.
We took a massive, diffuse directory and aggressively focused it on the key actions.
Bucket 1
Product and supplier search and filtering, list, and display.
Bucket 2
Inquiry and contact flows.
Bucket 3
Registration form and process.
We grouped the problems into “focus buckets”
Improve the following:
Step 2: Clarify the Context
Data-based Personas - Who are we building this for?
User Journey - What is the role of this in context?
Competitive Analysis – How are others trying to solve this?
Step 3: Communicate Your Strategy
User Journey - Break it down, make it clear
Apply your framework to the competition for insights
Next Steps: Solve, Validate, and Refine.
So, how did it play out?
CPhI Online – Home page clickable prototype
CPhI Online – Product search clickable prototype
Our strategy, illustrated
New home page
Outcomes - So how did these bets pan out?
KPI February 2013 August 2013
Monthly engagement activities
38 300
Monthly visits 6k 12k
Key account adoption rate 19% 69%
Actual promoter score 55% (25% - 2013 end goal)
Identify the problem
Clarify the context
Communicate your strategy
Thanks!
Scott McCall, Product/UX Designer@scottmccall
linkedin.com/in/scottmccalluserexperience
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