Streamlining UX: How Laser-Focused Messaging and Design Can Increase Revenue

I am Preston ZellerDigital Marketing at DiscoverOrg

Strategist, Designer, Writer, Technologist

You can find me at @zellerhaus

or PrestonZeller.com

Hey There

What We’ll Cover

1. Who is this for?2. Why do we design?3. UX….or UI?4. Aligning Product & Marketing5. UX Principles & Strategy6. Design Optimization Process7. Experimentation8. FAQ

Who is this for?And why should you care about great UX/messaging?

1

Who is this for?

◉ Product ○ desktop, mobile, app

◉ Lead Generation◉ eCommerce◉ Anyone designing/building a product they

want to have maximum impact

Why do we design?Goals, motivation, why you care...

2

Solve ProblemsBring clarity to ideas, actions, and concepts

EfficiencyStorytelling

Brand AwarenessExperience

Why does design sometimes feel like this?

UX…or UI?Aren’t they the same? Not exactly.

3

“

Something that looks great but is difficult to use is exemplary of great UI and poor UX. While something very usable that looks terrible is

exemplary of great UX and poor UI.Helga Moreno

Keywords to define UXAnalytical (customers, competitors, etc), Strategic (content), Wireframing, Testing, Tracking, Analysis, Iteration

Keywords to define UIResearch, Brand, User Guides/Storyline, Interactivity & Animation, Screen size adaptation, Working with Dev

It’s a Subjective Practice - Designing for the User

Align Product & MarketingThey’re more related than we think.

4

Buyer Personas

◉ What drives them?◉ What do they want to accomplish?◉ What problem are you solving for them?◉ Why you, not the ‘other guy’?

Do research on these people -

both customers and prospects

Value-based selling

Focus on messaging selling the financial impact relative to the price paid...relative to the competition.

Feature -> Benefit

Other areas to refine

Product launch timelines

The success of that new product hinges greatly on a the marketing roll out - communicate new features and benefits clearly so when the product it out, your buyers are ready.

UX Principles &StrategyHighlights for your UX improvements

5

People look up from their mobile device every 4-6

seconds

How to Keep Attention?

Group Together

Different Visual Cues

Focus on Fewer

Patterns & SymmetryPositive emotions yield a perceived positive outcome.

So don’t bore you traffic!

Don’t Cause Confusion

◉ Boost feelings of achievement

◉ Understand choices and terms

◉ Cheerful, joyful messaging and imagery

Plutchik's wheel of emotions

Streamlining

EasierDecisions

Attention Emotions

Multiple Options?

FREEDOM TO ACT

Strike a Balance

Limiting the User?

PREVENTING ERRORS

Don’t piss off your users.

Design OptimizationProcessHow do we design smarter?

6

Set Clear Goals◉ Metrics will vary by context◉ What are the pain points?◉ Define business goals

Research◉ Validate hypothesis◉ Site analytics◉ UserTesting, Interviews, etc.

Visual Identity◉ Conveying the brand◉ Proper use of color, typography,

imagery◉ Illicit the right emotional

response

Content Creation◉ Information Architecture◉ Taking stock◉ Updating messaging

Prototyping◉ Wireframing, refined

wireframing◉ Refined to Static mock◉ They each bring upsides

Dev QA◉ Ensure the end experience is

what it should be◉ Speed! ◉ Crossbrowser & device

Launch◉ Plan to mitigate bugs,

performance issues, etc◉ Rollback plan if necessary

Building for ExperimentationTurn it into a conversion machine

7

Build a Culture Around This

A/B Testing

Comparing two elements on your page to determine which is better. Test and prove hypothesis statements.

CRO

Improve how website visitors interact with your site to take a desired action. Increase ROI with no additional expenditure on traffic acquisition

Personalization

Location, interest, interaction & purchase history. Make the overall experience with your asset more enjoyable.

Summing it Up

◉ Establish goals for improving UX◉ Research & Analyze ◉ Formulate a Strategy◉ Execute & Measure◉ Improve Incrementally

Resources

Wireframe

◉ Pen, pencil, paper◉ Sketch

Design

◉ Sketch, PS

Research

◉ UserTesting◉ Customer database

Optimization

◉ CrazyEgg◉ Optimizely◉ SumoMe◉ A/B Title Tester◉ InVision◉ Intercom

Any questions ?You can find me at

◉ @zellerhaus◉ PrestonZeller.com◉ preston@zellerhaus.com

Thanks!

Sources

◉ http://usabilitygeek.com/ethics-in-user-experience-design/◉ “Master Your Next Website Redesign” eBook - by Optimizely◉ https://careerfoundry.com/en/blog/ux-design/the-difference

-between-ux-and-ui-design-a-laymans-guide/◉ http://snip.ly/mjj7s#http://www.onextrapixel.com/2014/04/2

4/the-gap-between-ui-and-ux-design-know-the-difference/