Widening Usability's Reach: Extending Usability Methods to Marketing and Design
-
Upload
ashley-williams -
Category
Business
-
view
2.709 -
download
0
description
Transcript of Widening Usability's Reach: Extending Usability Methods to Marketing and Design
![Page 1: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/1.jpg)
Widening Usability’s ReachExtending Usability Methods to Marketing and Design
Ashley Annis, Ph.D.Director of User ExperienceBridgeline Software
![Page 2: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/2.jpg)
Usability MethodsThat Answer
Marketing Questions
![Page 3: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/3.jpg)
Wayfinding
Content
What does usability research do?
Assess preference
Measure performance
Features Ease of Use
![Page 4: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/4.jpg)
How’s it done?
Usability Research
![Page 5: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/5.jpg)
Where would you click first?
![Page 6: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/6.jpg)
How?
![Page 7: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/7.jpg)
Loyalty
Confidence
What does market research do?
PrideIntegrity
Passion Brand
![Page 8: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/8.jpg)
How likely are you to buy?
![Page 9: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/9.jpg)
How’s it done?
Market Research
![Page 10: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/10.jpg)
A Case Study:Usability Methods
That AnswerMarketing Questions
![Page 11: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/11.jpg)
![Page 12: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/12.jpg)
Traditional UsabilityDeliverables•Usability Test Plan
•Scenarios
•Report
Activities•Measure Performance
•Assess Preference
![Page 13: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/13.jpg)
They wanted marketing questions answered.
But...
![Page 14: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/14.jpg)
Market research
CredibleTrust
Objective
Brand
![Page 15: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/15.jpg)
So how’d we do it?
![Page 16: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/16.jpg)
Session Plan
![Page 17: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/17.jpg)
Screener
![Page 18: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/18.jpg)
In-PersonSessions
![Page 19: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/19.jpg)
2 Designs
![Page 20: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/20.jpg)
Web based tools
Questionnaire
Sticky
Clicky
![Page 21: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/21.jpg)
When you use the web to research home financing,what matters to you most?
Look and feelEasy to useA brand name I recognize and likeCredibilityTrustOther
![Page 22: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/22.jpg)
How likely are you to tell afriend about a home financing website that you liked?
![Page 23: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/23.jpg)
![Page 24: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/24.jpg)
![Page 25: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/25.jpg)
How likely are you to use this site to research home financing loans like mortgages, home equity loans, etc
![Page 26: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/26.jpg)
How motivated are you toexplore other pages on this site
![Page 27: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/27.jpg)
Session Results
Brand mattered
![Page 28: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/28.jpg)
I trust Acme. It’s not a Mickey Mouse operation.
![Page 29: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/29.jpg)
It’s important that it’s Acme - my informationis secure with Acme.
![Page 30: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/30.jpg)
Seeing Acme there makes me feel more comfortable. They’re a reputable company.
![Page 31: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/31.jpg)
“I like the “brought to you by Acme” - it's more credible
right off the bat.”
Where would you read first?
![Page 32: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/32.jpg)
Session Results
Brand mattered, but…
Users responded more to content and features than brand
![Page 33: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/33.jpg)
"Rates. The bottom line
is the money! Rates are very
important!”
Where would you click first?
![Page 34: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/34.jpg)
Project Outcome
A Happy Client
An Acme-branded site
Content users wanted
![Page 35: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/35.jpg)
Lessons Learned
![Page 36: Widening Usability's Reach: Extending Usability Methods to Marketing and Design](https://reader033.fdocuments.us/reader033/viewer/2022051817/547d57cfb4af9fc3158b53cc/html5/thumbnails/36.jpg)
Widening Usability’s ReachExtending Usability Methods to Marketing and Design
Ashley Annis, Ph.D.Director of User ExperienceBridgeline Software