User Experience Measurement and Analysis: Overview

User Experience Measurement and Analysis 1. OVERVIEW

Andrea Streff & Matthew Edgar Elementive Marketing Solutions

Today we will review…

• What is user experience?

• How do you measure user experience? – Perception testing

– Surveying

– User testing

So what is user experience?

User Experience The overall experience a

person has when interacting with your company.

The better your user experience, the

more likely it is people will want to do business with you.

How do you improve user experience?

• Measure how satisfied users are when they interact with your company.

How well do you meet customer expectations?

The better you meet customer expectations the more…

• People will want to work with you

• Customers you will have

• People will refer others to your business

How painful is it for people to interact

with your company?

Website pain points might be • Clunky design

• Slow speed

• Errors

• Language

The problem is, the more painful the user experience

the more people will be driven away.

You are aiming for • Expectations are met & people want to

work with you

• Fewer people being driven away by “the pain”

Situation 1: Removing Pain Points • What businesses tend to do…

– Fix technical errors – Simplify usability – Research keywords and topics for content creations – Make things as easy as possible!

• What businesses should do… – Focus on meeting user expectations

Situation 1: Removing Pain Points • What businesses tend to do…

– Fix technical errors – Simplify usability – Research keywords and topics for content creations – Make things as easy as possible!

• What businesses should do… – Focus on meeting user expectations

Situation 2: Focus on expectations not pain • What businesses tend to do…

– Ignore the website and its usability – Ignore product usability issues – Focus on more content and promotions to meet

customer expectations

• What businesses should do… – Focus on resolving pain points in usability, not

expectations

Situation 2: Focus on expectations not pain • What businesses tend to do…

– Ignore the website and its usability – Ignore product usability issues – Focus on more content and promotions to meet

customer expectations

• What businesses should do… – Focus on resolving pain points in usability, not just

meeting expectations

Striking balance

• You want to meet the expectations of users in every area of your business – Marketing

– Sales

– Product

– Service delivery

Striking balance

• You want to make every area of your business as easy to work with as possible – Marketing

– Sales

– Product

– Service delivery

Right now you have some kind of user experience…

• How do I create a good user experience?

• How do I know where I am at?

How do you know if you are meeting user

expectations?

Ask yourself…

• Do I know if pain is driving away customers? How?

• Am I achieving balance in content, products and expectations? How?

• Am I causing my users pain? How?

Join us for the next video: Surveying