widening usability's reach: extending usability methods to marketing and design
DESCRIPTION
This presentation is about a case study of usability specialists testing a consumer website for marketing (branding and messaging), and graphic design. In the talk, Ashley describes some of the differences between usability research and market research.TRANSCRIPT
Widening Usability’s ReachExtending Usability Methods to Marketing and Design
Ashley Annis, Ph.D.Director of User ExperienceBridgeline Software
Usability MethodsThat Answer
Marketing Questions
Wayfinding
Content
What does usability research do?
Assess preference
Measure performance
Features Ease of Use
How’s it done?
Usability Research
Where would you click first?
How?
Loyalty
Confidence
What does market research do?
PrideIntegrity
Passion Brand
How likely are you to buy?
How’s it done?
Market Research
A Case Study:Usability Methods
That AnswerMarketing Questions
Traditional UsabilityDeliverables•Usability Test Plan
•Scenarios
•Report
Activities•Measure Performance
•Assess Preference
They wanted marketing questions answered.
But...
Market research
CredibleTrust
Objective
Brand
So how’d we do it?
Session Plan
Screener
In-PersonSessions
2 Designs
Web based tools
Questionnaire
Sticky
Clicky
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
How likely are you to tell afriend about a home financing website that you liked?
How likely are you to use this site to research home financing loans like mortgages, home equity loans, etc
How motivated are you toexplore other pages on this site
Session Results
Brand mattered
I trust Acme. It’s not a Mickey Mouse operation.
It’s important that it’s Acme - my informationis secure with Acme.
Seeing Acme there makes me feel more comfortable. They’re a reputable company.
“I like the “brought to you by Acme” - it's more credible
right off the bat.”
Where would you read first?
Session Results
Brand mattered, but…
Users responded more to content and features than brand
"Rates. The bottom line
is the money! Rates are very
important!”
Where would you click first?
Project Outcome
A Happy Client
An Acme-branded site
Content users wanted
Lessons Learned
Widening Usability’s ReachExtending Usability Methods to Marketing and Design
Ashley Annis, Ph.D.Director of User ExperienceBridgeline Software