Why you should listen to user needs

Christine Cawthorne

Crocstar.com

@crocstar

Christine Cawthorne

Online copywriter

Former BBC journalist

Homepage editor: Yahoo!, AOL, BT

Social media manager: Pizza Hut Delivery

Content and style guide trainer GOV.UK

What I’m going to talk about

User needs – what are they?

Why they’re important

How to capture them

What to do with these needs

What is a user need?

What is a user need?

It looks at the task a user is trying to complete on your website

What is a user need?

Who is the user?

What are they trying to find on your site?

Why?

User needs

I’m a… homeowner

I want to find out… how much a freestanding

floor lamp costs

Because… I have a limited budget after

redecorating my lounge

User – not organisation – needs

Don’t focus on your needs!

Often the organisation’s needs are met when we

look after the users first

Have a practice

Follow the format:

I’m a…

I want to find out…

Because…

Why user needs are important

Why user needs are important

You want to attract the right customers

Why user needs are important

You want to help your users achieve their tasks

Why user needs are important

User (or customer) satisfaction increases because they can do the task quickly

Why user needs are important

Trust levels increase

Why user needs are important

You will spend your time creating content that users need and find useful

Why user needs are important

Extra content clutters up search results

Why user needs are important

Customer service is more important than ever so focusing on your users helps you stand out from the crowd

Why user needs are important

Happy customers means more sales

How to capture user needs

How to capture user needs

You need proof. Don't make it up!

How to capture user needs

Do a ‘top task’ analysis – this will show you what your users think are important

How to capture user needs

Analytics will show you what content is accessed

How to capture user needs

Analytics will show you what content is accessed

• where existing users are coming from (country / search engine / social)

• how long they stay on the site

• the visitor flow through the pages

• how many return

• if they buy online

How to capture user needs

Do you have other data?

• call centre records

• emails

• on-page feedback

How to capture user needs

You could talk to some existing customers

How to capture user needs

You could talk to some existing customers

What do you do with these needs?

What do you do with these needs?

List what the content should include to meet the

user’s need

What do you do with these needs?

What will answer the query?

What should you leave out?

What do you do with these needs?

It might be a range of formats:

• text

• a form

• infographic

• video

What do you do with these needs?

What do you do with these needs?

Use the data you have to write out all the needs you think your users have on your site

What do you do with these needs?

Group similar ones and review

What do you do with these needs?

Change your content

What do you do with these needs?

Monitor, assess, then improve your content

What do you do with these needs?

Work on the site’s UX

What do you do with these needs?

Set some website goals

Sell, sell, sell

What do you do with these needs?

Review the user needs when you add services etc so your site accurately reflects what you offer

Questions?

Connect with me on:

Twitter @crocstar

Facebook.com/CrocstarLtd

Crocstar.com