Digital Effectiveness for Member Recruitment

Mike Jongbloet User Experience Designer

Simon Wakeman Director

Digital strategy

UX & creative

Agile development

Content & marketing

Why are we here?

Digital effectiveness

Recruiting new members

Searching for a membership organisation

Understanding a bit about the organisation

Finding out what membership offers

Finding membership levels and costs

Joining the organisation

Our sample

Digital effectiveness audit

Five research tools

Using a task model to map the journey

Using a task model to map the journey

Using a task model to map the journey

Using a task model to map the journey

Using a task model to map the journey

Using a task model to map the journey

Research areas

2

Initial impression

3

Why should I become a member?

4

Which membership is right for me?

1

Levels of customer service

Social enquiry

Expert review

First click analysis

User testing

What we found

Findings - overview

Findings - customer service

Only two of our five organisations responded

Those that did respond did so relatively promptly (13 mins & 15 hours)

Responses were friendly, informative and helpful

Findings - customer service

Takeaways - customer service

A quick response is expected

Meet the needs of your audience

Protect your reputation with good customer service

SOURCES http://www.convinceandconvert.com/social-media-research/42-percent-of-consumers-complaining-in-social-media-expect-60-minute-response-time/ http://blogs.salesforce.com/company/2013/08/customer-service-stats.html

Findings - initial impressions

“What does this organisation offer?”

Two video clips of real users from our testing sessions trying to answer this question

Findings - initial impressions

Clear value proposition led to a better experience

Poor design hierarchy led to confusion and uncertainty

Carousels were particularly distracting to users

Takeaways - initial impressions

Be clear about your value proposition

Use design as a tool to create clarity

Don’t distract your users

Findings - why should I become a member?

“What are the benefits of membership?”

Findings - why should I become a member?

Users struggled to process large bodies of copy

Users gave limited attention to finding the benefits

When navigation and signposting was not clear, user struggled

Takeaways - why should I become a member?

Talk about benefits clearly and concisely

Keep it simple - avoid information overload

Avoid jargon - sell me the experience

Example - why should I become a member?

Findings - which membership is right for me?

“Are there any eligibility criteria?”

Findings - which membership is right for me?

Finding details was the weakest area of the process on average

Users struggled to process complex or heavy information

“Wizards” were a good way of providing information

Takeaways - which membership is right for me?

Don’t forget the detail

Match your users thought processes

Make information easy to consume

Example - which membership is right for me?

How to improve the user experience

1 Devise a clear content strategy

2 Learn from others

3 It’s time to go mobile

4 Know your users

5 Test regularly with real users

Mike Jongbloet User Experience Designer

Simon Wakeman Director

Follow us @DeesonAgency

Visit deeson.co.uk/htw

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3 View the videos from our presentation