Your Web Presence To Improve Member Relationships

Designing&RefiningYvonne Garand, CLU, ChFU

Michael Rawlins, CUA

NAFCU 2010 Strategic Growth Conference

ABOUT YVONNE...

Yvonne Garand, CLU, ChFC

Over 20 years in financial services

VP, Marketing & Business Development

Responsible for executing VSECU brand and web experience

An old KISS fan

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ABOUT MICHAEL...

Michael Rawlins, Certified Usability Analyst

Over 20 years of Fortune 100 company experience

Director, User Experience, Open Solutions Inc.

President, CT Usability Professionals Association

Adjunct Professor at Manchester Community College

I once had lots of hair...3

WHY REDESIGN?

This is your current site

It’s not a good one...

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THE DESIGN PROCESS

Everything is cool in the beginning...

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YOUR NEW WEBSITE!

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CAN YOU RELATE?

Everyone is an expert... Really?

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COLLABORATION...

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MORE COLLABORATION...

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WHAT HAPPENED?

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THE SHIFT FROM...

Build it and they will come!

Really? How about this?

Who are you building the site for?

What are your goals and objectives?

What are you trying to accomplish?

Define the purpose of your website...

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THE BUSINESS BENEFIT?

Every dollar invested in usability returns $10 to $100

Realize:

Better business requirements

Shorter development cycles

Opportunities to leverage your target users needs

A website that works!

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WHO ARE YOUR USERS?

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What do you know about

them?

A NEW VALUE PROPOSITION

Build your website from your users point of view...

Involve your users in the design process.

Determine how to measure the success of your design.

Adopt a user centered design process - where tangible usability goals are established!

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THE BUSINESS VALUE...

Make design changes early in the lifecycle, when you know the least about your users - and have the most design freedom.

It will costs you less $$$ in the long run...

design freedom

knowled

ge of u

ser go

als

high

low

abili

ty t

o m

ake

chan

ges

time spent and $$ in development lifecycle

high

low

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A FEW DEFINITIONS...

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USABILITY?

Effectiveness - can the users achieve their goals

Ease of Learning - how fast do they learn the interface

Efficiency of use - how fast do they complete tasks

Memory management - short and long term memory

Error prevention - is there forgiveness in the interface

User satisfaction - do they like the experience

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MENTAL MODEL?

“...things should work the way I think they should work...”

When you break the users mental model - they respond negatively.

Usability testing explores the user’s mental model

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Mental model example:Imagine what happens at this intersection...

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WHAT’S EASIER TO USE?

USER CENTERED DESIGN?

User-centered design (UCD) is a structured product development methodology that involves users throughout all stages of the development lifecycle, in order to create a web site or application that meets users' needs. This approach considers an organization's business objectives and the user's needs, limitations, and preferences.

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UCD PROCESS...

To create a user centered website you must think about the needs of your users throughout each step of the development of your site.

Plan (objectives and requirements)

Collect data from your user population (observation)

prototype (create low fidelity wireframes)

test iteratively 1:1 with real users (task based testing)

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CASE STUDY

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VSECU REDESIGNS!

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VSECU PLAN

Get stakeholders involved early on in the lifecycle

CEO, Board, Staff, Members, Potential Members

Identified objectives

1. Showcase corporate brand

2. Facilitate ease with product & services = Sales

3. Highlight transparency & member engagement

4. Immediate access to online banking

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LOW-FIDELITY PROTOTYPING

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NEXT STEPS...

Collaborate with users...

Test landing & product pages

Is it functional and does it fit the users mental model

Monitor the clicks

Can I stump the members?

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Source: Techsmith Corporation

SOFTWARE TOOLS...

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Let’s watch a sample test!

Source: Techsmith Corporation

TESTING CRITERIA

Establish usability criteria prior creating the test questions

What are you measuring?

1. Users will be able to do “X” in less than 2 minutes.

2. Users will be able to navigate to “X” in 3 second and then do “Y” in 2 minutes and 3 clicks.

3. Users will be able to apply for “Z” with no errors or assistance from a customer service rep.

4. 90% of the users tested can apply for membership without assistance.

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MORE TOOLS...

Expert reviews (heuristic evaluations - rules of thumb)

Online survey tools (example: Survey Monkey)

Remote testing (example: Usabilla)

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PATTERNS OF INTERACTION

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WIREFRAMING IDEAS

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Source: Web Design Patterns - Bill Scott & Theresa Neil

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Source: Web Design Patterns - Bill Scott & Theresa Neil

THE ROI (HARD & SOFT $)

Increase productivity

Reduce support calls

Reduce training

Increase conversion rates

Reduce drop-offs

Reduce learning curve

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Source: Human Factors International, Inc.

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Source: Human Factors International, Inc.

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THE RESULT

In September 2009 Forrester Research reported that on average, customers respond to a first rate user experience resulting in:

More revenue:14.4% of customers are willing to consider additional purchases.

Retention: 15.8% fewer customers considering doing business with a competitor.

More prospects: 16.6% of your customers recommending you to others.

Source: “Best Practices in User Experience (UX) Design” - Mike Gualtieri - Forrester 2009

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VENDOR SELECTION

Criteria for selecting a vendor:

Member usability

Website functionality

Content management system

Support and communication

Best practice for user experience

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Develop a scorecard and apply grading

SUGGESTED READING...

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MORE READING...

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Thank you!Yvonne Garand - http://www.linkedin.com/pub/yvonne-garand/11/14/47Michael Rawlins - http://www.linkedin.com/in/rawlins

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