Slide 1: Widening Usability’s Reach
Extending Usability Methods to Marketing and Design
Ashley Annis, Ph.D. Director of User Experience Bridgeline Software
Slide 2: Usability Methods That Answer Marketing Questions
Slide 3: What does usability research do?
Measure performance Content Ease of Use
Features
Wayfinding
Assess preference
Slide 4: Usability Research
How’s it done?
Slide 5: Where would you
click first?
Slide 6: How?
Slide 7: What does market research do?
Integrity Confidence Brand Loyalty
Pride Passion
Slide 8: How likely are you
to buy?
Slide 9: Market Research
How’s it done?
Slide 10: A Case Study: Usability Methods That Answer Marketing Questions
Slide 12: Traditional Usability
Deliverables
•Usability Test Plan •Scenarios •Report
Activities
•Measure Performance •Assess Preference
Slide 13: But...
They wanted
marketing questions answered.
Slide 14: Market research Trust Brand Objective
Credible
Slide 15: So how’d we do it?
Slide 16: Session Plan
Slide 17: Screener
Slide 18: In-Person Sessions
Slide 19: 2 Designs
Slide 20: Questionnaire Web based tools Sticky
Clicky
Slide 21: When you use the web to research home financing, what matters to you most? Look and feel Easy to use A brand name I recognize and like Credibility Trust Other
Slide 22: How likely are you to tell a friend about a home financing website that you liked?
Slide 25: How likely are you to use this site to research home financing loans like mortgages, home equity loans, etc
Slide 26: How motivated are you to explore other pages on this site
Slide 27: Session Results
Brand mattered
Slide 28: I trust Acme. It’s not a Mickey Mouse operation.
Slide 29: It’s important that it’s Acme - my information is secure with Acme.
Slide 30: Seeing Acme there makes me feel more comfortable. They’re a reputable company.
Slide 31: “I like the “brought to you by Acme” - it's more credible right off the bat.”
Where would you read first?
Slide 32: Session Results
Brand mattered, but…
Users responded more to content and features than brand
Slide 33: "Rates. The bottom line is the money! Rates are very important!”
Where would you click first?
Slide 34: Project Outcome
A Happy Client An Acme-branded site Content users wanted
Slide 35: Lessons Learned
Slide 36: Widening Usability’s Reach
Extending Usability Methods to Marketing and Design
Ashley Annis, Ph.D. Director of User Experience Bridgeline Software
