introducing ux into a culture: a case study
DESCRIPTION
A case study on how Jessica Ivins, Senior UX Designer, introduced UX practices to a company with no formal UX process in place.TRANSCRIPT
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What is AWeber?
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Customer (User)
Subscribers
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@jessicaivins
Culture
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@jessicaivins
“Don’t take ourselves too seriously; have fun.”
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@jessicaivins
http://aweber.jobs
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@jessicaivins
UX Team of One
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Advantages at AWeber
• Flexible Budget
• No Tight Deadlines
• Supportive Boss
• Dedicated Research Room (Conference Room)
• Videographer for Making Highlight Reels/Clips
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We’re Customer-Centric
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Customer Solutions (CS) Team
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@jessicaivins
Who Are Our Customers?
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@jessicaivins
Small Business Owners
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CS Perspective
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“Pizza Shop Owner”
Content Marketers
“Techies”
Brick & Mortar Business Owners
1-5 Person Small Businesses
Multi-Level Marketers (MLM)
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“Pizza Shop Owner”
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@jessicaivins
PR Survey: 3,000+ Responses
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@jessicaivins
Which of the Following Best Describes Your Company?
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• Brick & Mortar Retailer
• Online Retailer
• Affiliate Marketer
• Non-Pro"t
• Information Marketing
• Blogger
• Professional Service Provider
• Consultancy
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98%
2%Brick & Mortar Retailer 2%Other Businesses 98%
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17%1%
22%
10% 11%
37%
2%Brick & Mortar Retailer 2%Information Marketing 37%Consultancy 11%Online Retailer 10%Professional Service Provider 22%Nonpro!t 1%Blogger 17%
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@jessicaivins
How Could We Gain a Better Understanding of Our Customers?
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How to Start Introducing UX Into
the Culture?
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Minimize Resistance to Change
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@jessicaivins
Identify Obvious Usability Issues Without Testing?
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CS Team Survey: Top 5 UI Issues
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@jessicaivins
A Funny Coincidence
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@jessicaivins
Do Customers Know About Our Blog?
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User Research:A New Frontier
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@jessicaivins
User Interviews
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@jessicaivins
Involve Colleagues in the Research Process
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@jessicaivins
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CS(Tech
Support)Marketing Reputation
Designers Developers Leadership
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@jessicaivins
What Are Stakeholders’ Concerns?
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@jessicaivins
Started with Current Customers
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@jessicaivins
Recruiting
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@jessicaivins
Live Recruiting
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@jessicaivins
23 Participants
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2
17
1
21
Remotely Conducted Interviews
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@jessicaivins
Open Invitation to Sit In
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Observers
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Leveraged Team Members
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@jessicaivins
“It looks like a serial killer lives in here.”-Mike, Sys Admin
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@jessicaivins
Findings Presentation:Open Meeting
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User Research Findings
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@jessicaivins
Who Did We Talk To?
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Business Owners (1 of 2)
• 4 Coaches
• 4 Content Marketers (Exclusively)
• 4 Brick & Mortars
• 4 Marketing Consultants (Who Recommend AWeber to Clients)
• 2 Multi-Level Marketers (MLM)
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Business Owners (2 of 2)
• 1 Attorney
• 1 “Premium” Home Repair Business
• 1 Poker Tournament Business
• 1 Graphic Designer
• 1 Stampin’ Up Rep
• 1 Crochet Patterns Blog (Hobbyist)
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@jessicaivins
How Did You Hear About AWeber?
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6 From Business Mentors/Coaches
6 From Colleagues
4 From an Online Authority Figure
2 From Books
2 From Online Sources
1 From His Customer
22 Participants
1 Found Us Through Google
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@jessicaivins
22 of 23 Participants Found AWeber Through Word of Mouth
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@jessicaivins
Opportunity:How Can We Use WOM Referral to
Our Advantage?
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@jessicaivins
Burning Question:What About Customers Who Don’t
Find Us Through WOM?
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@jessicaivins
Coaches & Marketing Mentors
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@jessicaivins
P17, “Womenpreneur” Coach
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@jessicaivins
Why Do You Recommend AWeber to Your Clients?
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@jessicaivins
One Reason: Our (CS) Team
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@jessicaivins
"I feel like I'm dealing with a small business that cares about my business when I call in."
-P17
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@jessicaivins
P17: Customer Solutions (CS) Team is Very Helpful
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@jessicaivins
Web Forms Are Easy to Customize
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@jessicaivins
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@jessicaivins
P2 Has Had Problems Reaching Subscribers Due to COI
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@jessicaivins
Opportunity:What Can We Learn From How
They Sell Our Product?
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@jessicaivins
Opportunity:Can We Partner with Them
Somehow?
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Introducing Collaborative
Exercises
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@jessicaivins
Creating Personas
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@jessicaivins
What’s a Persona?
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Molly, Mark & Alex
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@jessicaivins
We Got Buy-In!
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UX Impact Thus Far
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Excitement About UX
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@jessicaivins
What Have My Colleagues Learned?
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@jessicaivins
“I was surprised that only one user found us organically, i.e. via search.”
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@jessicaivins
“I was surprised at the vast network of ‘evangelists’ for AWeber... I'd really like to see AWeber team up with
these trainers.”
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@jessicaivins
“When a user doesn't know how to do something, it is not incompetence; it’s just not clear. The tool should
get out of the way and provide value as easily as possible.”
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What I’d Do Differently
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@jessicaivins
Operate in a “Leaner” Way
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@jessicaivins
Share Tidbits of Findings More Frequently
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@jessicaivins
Invite Speci"c People to Research Sessions
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@jessicaivins
Learn Product Thoroughly Before Conducting Research Sessions
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What Else I Have Planned
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@jessicaivins
User Research with Prospect Customers
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@jessicaivins
Quantitative Surveys
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@jessicaivins
Too Many Other Small Projects to Count