Convertible Web Design
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The document discusses the importance of user-centered design (UCD) for organizations. It defines UCD as an approach that focuses on understanding users' needs and experiences. The presentation provides examples of how UCD can help improve products by incorporating user research and testing websites and prototypes. It also outlines the UCD process, which involves researching users, testing designs, implementing changes, and continuously measuring performance to further meet users' needs.
Convertible Web Design
- 1. Customer focus through UCD User-Centred Design Workshop Presenters: Simon Nixon Jason Buck Nikki Rae
- 2. The importance of quizzes Go on then … why did we play that game? - People do what they think they should do - People do what they think is right - People do what they want
- 3. The importance of quizzes - Your people - Your customers - Your users... User-Centred Design (UCD)
- 5. WHY BOTHER WITH UCD? What is User-Centred Design?
- 6. What is UCD?
- 7. What is UCD? Question: Why aren’t we all driving around in zero-emission, electric and personal-propulsion powered vehicles first invented in the 80’s and retailing at less than £400?
- 8. What is UCD?
- 9. What is UCD? It’s about people
- 10. Why bother with UCD? Products vs. people
- 12. Why bother with UCD? Technology changes over time
- 13. Existing websites can be improved Checkout Go Add to cart Proceed Buy it now Buy Purchase Progress Next
- 14. Why bother with UCD Organisations needs to keep a competitive edge Celebratory winners (Homo Sapiens) Disappointed runners up (Homo Neanderthalensis)
- 15. Why bother with UCD? Department of Hearty-breakfasts (DOH)
- 16. So if we did this properly...
- 17. UCD toolkit - research
- 18. Testing of current websites 2 3 4 5 6 7
- 19. Personas / profiles (analytics + interview)
- 20. Journeys (persona + analytics)
- 21. Lo-fi testing
- 22. Prototyping
- 23. Testing
- 25. Continuous Improvement – Post Launch Research – improvement? Review – KPIs/obstacles Analysis – Measure Design – Small Changes Test – What is effect of change (offline/online)? Launch – Success Research Analysis Concept Design Test Launch Pre - Launch
- 26. Return & Buy! Reduce the Bounce Rate Track Contact forms, emails, Call Tracking Must speak to Nikki about Increase revenue 2% over 6 months Visitor Types/Profiles Business Goals/Objectives Website Goals/Objectives Increase contact rate by 50%
- 27. Take me to your leader… A Goal is a path Decision Direction Distance Destination No Goals? Where am I? I’m lost! Woof!
- 28. KPIs & Goal Funnels Bottom of Funnel shows conversion rate for the path/Goal Do you have a good prospect rate ? (no. of visitors who viewed a key page e.g. top of funnel) What is the abandonment rate ? (analyse from bottom-up) KPI achieved? CI Process to remove blockages & increase conversions Start Here End Here
- 29. Post Launch – Measure & Learn Visitors vs. Customers Clear Business Objectives Site lead/conversion Goals Record Benchmarks Set Key Performance Indicators Measure – Test – Measure – Make More Money!!!!
- 30. Thank you