refining & designing your website
DESCRIPTION
For NAFCU Conference in Las Vegas March, 2010TRANSCRIPT
Your Web Presence To Improve Member Relationships
Designing&RefiningYvonne Garand, CLU, ChFU
Michael Rawlins, CUA
NAFCU 2010 Strategic Growth Conference
ABOUT YVONNE...
Yvonne Garand, CLU, ChFC
Over 20 years in financial services
VP, Marketing & Business Development
Responsible for executing VSECU brand and web experience
An old KISS fan
2
ABOUT MICHAEL...
Michael Rawlins, Certified Usability Analyst
Over 20 years of Fortune 100 company experience
Director, User Experience, Open Solutions Inc.
President, CT Usability Professionals Association
Adjunct Professor at Manchester Community College
I once had lots of hair...3
WHY REDESIGN?
This is your current site
It’s not a good one...
4
THE DESIGN PROCESS
Everything is cool in the beginning...
5
YOUR NEW WEBSITE!
6
CAN YOU RELATE?
Everyone is an expert... Really?
7
COLLABORATION...
8
MORE COLLABORATION...
9
WHAT HAPPENED?
10
THE SHIFT FROM...
Build it and they will come!
Really? How about this?
Who are you building the site for?
What are your goals and objectives?
What are you trying to accomplish?
Define the purpose of your website...
11
THE BUSINESS BENEFIT?
Every dollar invested in usability returns $10 to $100
Realize:
Better business requirements
Shorter development cycles
Opportunities to leverage your target users needs
A website that works!
12
WHO ARE YOUR USERS?
13
What do you know about
them?
A NEW VALUE PROPOSITION
Build your website from your users point of view...
Involve your users in the design process.
Determine how to measure the success of your design.
Adopt a user centered design process - where tangible usability goals are established!
14
THE BUSINESS VALUE...
Make design changes early in the lifecycle, when you know the least about your users - and have the most design freedom.
It will costs you less $$$ in the long run...
design freedom
knowled
ge of u
ser go
als
high
low
abili
ty t
o m
ake
chan
ges
time spent and $$ in development lifecycle
high
low
15
A FEW DEFINITIONS...
16
USABILITY?
Effectiveness - can the users achieve their goals
Ease of Learning - how fast do they learn the interface
Efficiency of use - how fast do they complete tasks
Memory management - short and long term memory
Error prevention - is there forgiveness in the interface
User satisfaction - do they like the experience
17
MENTAL MODEL?
“...things should work the way I think they should work...”
When you break the users mental model - they respond negatively.
Usability testing explores the user’s mental model
18
Mental model example:Imagine what happens at this intersection...
19
20
WHAT’S EASIER TO USE?
USER CENTERED DESIGN?
User-centered design (UCD) is a structured product development methodology that involves users throughout all stages of the development lifecycle, in order to create a web site or application that meets users' needs. This approach considers an organization's business objectives and the user's needs, limitations, and preferences.
21
UCD PROCESS...
To create a user centered website you must think about the needs of your users throughout each step of the development of your site.
Plan (objectives and requirements)
Collect data from your user population (observation)
prototype (create low fidelity wireframes)
test iteratively 1:1 with real users (task based testing)
22
CASE STUDY
23
VSECU REDESIGNS!
24
VSECU PLAN
Get stakeholders involved early on in the lifecycle
CEO, Board, Staff, Members, Potential Members
Identified objectives
1. Showcase corporate brand
2. Facilitate ease with product & services = Sales
3. Highlight transparency & member engagement
4. Immediate access to online banking
25
LOW-FIDELITY PROTOTYPING
26
27
28
29
NEXT STEPS...
Collaborate with users...
Test landing & product pages
Is it functional and does it fit the users mental model
Monitor the clicks
Can I stump the members?
30
Source: Techsmith Corporation
SOFTWARE TOOLS...
31
Let’s watch a sample test!
Source: Techsmith Corporation
TESTING CRITERIA
Establish usability criteria prior creating the test questions
What are you measuring?
1. Users will be able to do “X” in less than 2 minutes.
2. Users will be able to navigate to “X” in 3 second and then do “Y” in 2 minutes and 3 clicks.
3. Users will be able to apply for “Z” with no errors or assistance from a customer service rep.
4. 90% of the users tested can apply for membership without assistance.
32
MORE TOOLS...
Expert reviews (heuristic evaluations - rules of thumb)
Online survey tools (example: Survey Monkey)
Remote testing (example: Usabilla)
33
PATTERNS OF INTERACTION
34
WIREFRAMING IDEAS
35
Source: Web Design Patterns - Bill Scott & Theresa Neil
36
Source: Web Design Patterns - Bill Scott & Theresa Neil
THE ROI (HARD & SOFT $)
Increase productivity
Reduce support calls
Reduce training
Increase conversion rates
Reduce drop-offs
Reduce learning curve
37
Source: Human Factors International, Inc.
38
Source: Human Factors International, Inc.
39
THE RESULT
In September 2009 Forrester Research reported that on average, customers respond to a first rate user experience resulting in:
More revenue:14.4% of customers are willing to consider additional purchases.
Retention: 15.8% fewer customers considering doing business with a competitor.
More prospects: 16.6% of your customers recommending you to others.
Source: “Best Practices in User Experience (UX) Design” - Mike Gualtieri - Forrester 2009
40
VENDOR SELECTION
Criteria for selecting a vendor:
Member usability
Website functionality
Content management system
Support and communication
Best practice for user experience
41
Develop a scorecard and apply grading
SUGGESTED READING...
42
MORE READING...
43
Thank you!Yvonne Garand - http://www.linkedin.com/pub/yvonne-garand/11/14/47Michael Rawlins - http://www.linkedin.com/in/rawlins
44