First Impressions Matter: LeanUX Design of Landing Page ‘13

@mariosakata

Lean Startup Machine Tokyo | Dec 13th-15th 2013

(Courtesy of Jefrey Bulla)

User Experience & User Experience Design

What’s the point?

UX Design is NOT new

What’s the point?

UX Design is NOT time consuming

What’s the point?

UX Design IS added value

What’s the point?

KNOW the User ⌃

UNDERSTAND

What’s the point?

Think in their WORKFLOW

What’s the point?

Speak in their LANGUAGE

Why?

•  There is an intended behavior we want to

create.

•  We have no direct control over user behavior.

•  Design gives us means to control the

contextual environment and evaluate the

resulting effect.

Why?

“Customers don’t care about your solution. They care about their problems.”

- @davemcclure

First Touchpoint Experience

Customers are increasingly using the web as first touchpoint. *Winning  the  Zero  Moment  of  Truth  (ZMOT)  

First impressions are 94% design related; positive first impressions lead to higher satisfaction. *Persuasive  Design  of  Des:na:on  Web  Sites:  An  Analysis  of  First  Impression  

*Users  love  simple  and  familiar  designs  –  Why  website  need  to  make  great  first  impression  

“Powers of 10”

0.1sec: Form first impression about a website.

1sec: Stay focused on their current train of thought.

10sec: Often leave the website.

1min: Able to complete simple task.

10min: Long visit to a website.

*Powers  of  10:  Time  Scales  in  User  Experience  

(Cont’d)

Starting Point of Journey

*User  Experience  Journey  Map  

Create & Encourage Emotional Connection

Build ‘Memorable’ Website

What’s ‘Memorable’?

Create & Encourage Emotional Connection

*Plutchik’s  Emo:on  Wheel  

Create & Encourage Emotional Connection

Attractive

Create & Encourage Emotional Connection

Useful

Create & Encourage Emotional Connection

Empathy

‘Emotional’ Landing Page

Tinke

Knock

Path

Simplified Layout

Headline

•  Key Benefit •  Key Benefit •  Key Benefit

Social Proof

Large Graphic

Call-to-Action

éé          êê          

ççèè        

Headline

First thing read for customers to search for specific solution to their problem.

*Airbnb  

Big Picture Hypothesis = Solution Hypothesis = Value Proposition

Key Benefits

How does your product or service benefit the customer?

*Instagram  

Large Graphic

Image high-lighting product and conveys happy customer experience.

*Square  

Social Proof

Social networks to establish credibility and trust by building multi-touchpoints.

Call-to-Action

Solicit one clear action that tests your riskiest assumptions.

*Flickr  

Total number and ratio of early adaptors, interests, etc.

Questions to be answered

Stimulus Awareness Relevance Confidence Satisfaction

Who is this for?

How long will this take?

What should I do next?

Where should I go next?

How should I do it? *ARCS  Model  

Lean Startup + User Experience

LeanUX

*  LiU  of  Pi  

LeanUX book is coming out in Japanese next month!

LeanUX

LeanUX Thinking

Collaborative, Transparent, and Demystify.

LeanUX Thinking

Documents don’t solve customer solutions.

LeanUX Thinking

Build the right ‘it’ before build ‘it’ right.

Make An Assumption of Your Customers

Name and Picture

What does the persona look like? What’s the persona’s name?

Characteristics

What are the persona’s relevant characteristics?

Need and Pain

Why the persona want to use the product ?

*Persona  Sets  

Make An Assumption of Your Customers

Test Your Ideas

*Lean  ways  to  test  your  new  business  idea  

Test Your Ideas

How’s his/her journey?

*User  Experience  Journey  Map  

Don’t blow it

•  The headline is everything and will probably

have the biggest impact on conversions—A/B

Split Test the Headline.

•  Don’t speak about your product or function,

speak about your vision.

•  Don’t be lazy about the page design.

Polish = Credibility.

•  People don’t read. Keep copy clear & concise.

Memorable Landing Page

Attractive Useful Empathy

Makes you feel… Helps you do… Says about your…

CPS Evaluation

No Data Make an

assumption�With Data�

Identify pattern

Hypothesis

User Research Planning� Execute�

Evaluation�

Success!�

Planning�

KPI Setting� Points of Improvement�

Pivot or Die�

Change Target User�

Change Hypothesis�

Solution

Customer

Problem

First Impressions Matter: LeanUX Design of Landing Page

@mariosakata