Professor: Angela Hicks

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1 CLASS 02 Designing the User Experience Professor: Angela Hicks Contextual Marketing Certification Brought to you by HubSpot Academy

2 1 WHY IS THE USER EXPERIENCE CRITICAL TO CONTEXTUAL MARKETING?

3 86.6% of all U.S. based SMBs cite websites as their most important digital marketing tactic. SOURCE: EMARKETER

4 19% sales increase observed by creating a personalized website experience. SOURCE: MARKETINGPROFS

5 FLICKR USER MICHAEL POLLACK Understanding your users needs should be first and foremost in your strategy.

6 + Right Content Right Person Right Time A Good User Experience

7 + Right Content Right Person Right Time A Good User Experience

8 + Right Content Right Person Right Time A Good User Experience

9 + Right Content Right Person Right Time A Good User Experience

10 + Right Content Right Person Right Time A Good User Experience

11 2 HOW DO YOU DELIVER A SUCCESSFUL USER EXPERIENCE?

12 BEST PRACTICES FOR A POSITIVE USER EXPERIENCE Your website must be useful. Your website must be intuitive. Your website must be consistent. Your website must be accessible. Your website must be appealing.

13 BEST PRACTICES FOR A POSITIVE USER EXPERIENCE Your website must be useful. Your website must be intuitive. Your website must be consistent. Your website must be accessible. Your website must be appealing.

14 THE BUYER S JOURNEY

15 THE BUYER S JOURNEY

16 THE BUYER S JOURNEY

17 THE BUYER S JOURNEY

18 THE BUYER S JOURNEY

19 53% of marketers say continued communication and nurturing of their existing customers results in moderate to significant revenue impact. SOURCE: DEMANDGEN

20 BEST PRACTICES FOR A POSITIVE USER EXPERIENCE Your website must be useful. Your website must be intuitive. Your website must be consistent. Your website must be accessible. Your website must be appealing.

21 WHAT IS A BOUNCE RATE? A bounce rate is the number single-page visits or users that leave your website without navigating to another page.

22 A BOUNCE RATE THAT IS 40% OR LOWER IS A GOOD WEBSITE GOAL.

23 ENSURING WEBSITE INTUITIVENESS Each page answers one question at a time. Each page asks a user to take one action at a time. The content guides the user to their individual next stage of the buyer s journey.

24 ENSURING WEBSITE INTUITIVENESS Each page answers one question at a time. Each page asks a user to take one action at a time. The content guides the user to their individual next stage of the buyer s journey.

25 Answer one question at a time. When you try to provide multiple answers and solutions, it can quickly become cluttered and confusing for the visitor.

26 Consider what top questions a visitor might have. Provide content that addresses the right questions, one at a time.

27 ENSURING WEBSITE INTUITIVENESS Each page answers one question at a time. Each page asks a user to take one action at a time. The content guides the user to their individual next stage of the buyer s journey.

28 Request one action at a time. Your users will need to engage with your content. What options will you give them?

29 ENSURING WEBSITE INTUITIVENESS Each page answers one question at a time. Each page asks a user to take one action at a time. The content guides the user to their individual next stage of the buyer s journey.

30 Focus on the next stage of their journey. Meet your users where they are, not where you want them to be.

31 BEST PRACTICES FOR A POSITIVE USER EXPERIENCE Your website must be useful. Your website must be intuitive. Your website must be consistent. Your website must be accessible. Your website must be appealing.

32 MERE-EXPOSURE EFFECT: The more familiar we are with something, the more we like it.

33 Emphasize site-wide consistency. Aim for consistency both in the design and the content.

34 40% of users do not return to a site when their first visit is a negative experience. SOURCE: FORRESTER RESEARCH

35 BEST PRACTICES FOR A POSITIVE USER EXPERIENCE Your website must be useful. Your website must be intuitive. Your website must be consistent. Your website must be accessible. Your website must be appealing.

36 76% of users state that the most important element in website design is how easy it is to find information. SOURCE: HUBSPOT

37 Top of site: Bottom of site: Include a navigation menu in your header and footer. This will help to simplify navigation and help users stay engaged when they have finished reading a page.

38 Flat navigation: Choose a navigation style: flat or deep. Deep navigation: Simplicity is key, either way you choose.

39 BEST PRACTICES FOR A POSITIVE USER EXPERIENCE Your website must be useful. Your website must be intuitive. Your website must be consistent. Your website must be accessible. Your website must be appealing.

40 Simple can be appealing. Use whitespace to frame information and shape the focus of the user.

41 BEST PRACTICES FOR A POSITIVE USER EXPERIENCE Your website must be useful. Your website must be intuitive. Your website must be consistent. Your website must be accessible. Your website must be appealing.

42 3 HOW DO YOU REDESIGN THE USER EXPERIENCE?

43 USER EXPERIENCE REDESIGN METHODOLOGY 1. Conduct a content audit. 2. Hold internal interviews. 3. Complete card sorting sessions. 4. Conduct usability testing. 5. Create a style guide. 6. Make a list of things to change.

44 USER EXPERIENCE REDESIGN METHODOLOGY 1. Conduct a content audit. 2. Hold internal interviews. 3. Complete card sorting sessions. 4. Conduct usability testing. 5. Create a style guide. 6. Make a list of things to change.

45 Map your content to the Buyer s Journey. You ll be able to analyze your overall content mix and identify holes and opportunities for your content.

46 USER EXPERIENCE REDESIGN METHODOLOGY 1. Conduct a content audit. 2. Hold internal interviews. 3. Complete card sorting sessions. 4. Conduct usability testing. 5. Create a style guide. 6. Make a list of things to change.

47 USER EXPERIENCE REDESIGN METHODOLOGY 1. Conduct a content audit. 2. Hold internal interviews. 3. Complete card sorting sessions. 4. Conduct usability testing. 5. Create a style guide. 6. Make a list of things to change.

48 FLICKR USER YANDLE Complete card sorting sessions. This will help you understand if your content is easily accessible.

49 OPEN CARD SORT PROCESS Write out your website pages names on index cards Invite individuals outside of your organization to organize the cards. Have them group the cards according to similarity. Look at the trends.

50 CLOSED CARD SORT PROCESS Give your participants the categories that you ve come up with. Ask them to organize the index cards into those categories.

51 Complete card sorting sessions. This will help you understand if your content is easily accessible.

52 USER EXPERIENCE REDESIGN METHODOLOGY 1. Conduct a content audit. 2. Hold internal interviews. 3. Complete card sorting sessions. 4. Conduct usability testing. 5. Create a style guide. 6. Make a list of things to change.

53 FLICKR USER KNIGHTFOUNDATION Recruit your typical users and watch them use your website.

54 Screen candidates with forms. To determine eligibility, send interested participants to a form called a screener, which asks all of the right questions.

55 Focus on behavior. To make your testing as clear as possible, give your users one task.

56 Create a script. Be sure to ask each question the exact same way to each tester.

57 Record the results. Take thorough notes or record the session to make sure that you retain what you learn.

58 TEST UNTIL YOU AREN T SURPRISED.

59 USER EXPERIENCE REDESIGN METHODOLOGY 1. Conduct a content audit. 2. Hold internal interviews. 3. Complete card sorting sessions. 4. Conduct usability testing. 5. Create a style guide. 6. Make a list of things to change.

60 Style guides help ensure consistency. Establish design parameters to provide a consistent experience. Fonts: family, size, color Logo treatments Layout for page types Tone of voice Specific language

61 USER EXPERIENCE REDESIGN METHODOLOGY 1. Conduct a content audit. 2. Hold internal interviews. 3. Complete card sorting sessions. 4. Conduct usability testing. 5. Create a style guide. 6. Make lists of things to change.

62 Completion Date: In one month Must-haves / To-Do List 1. Add Products to Navigation menu 2. Change font family on the blog 3. Remove jargon on About Us page Nice-to-haves / Wish List 1. Update 3-column landing page template 2. Add color-blind friendly scheme to sub-navigation 3. Determine a new navigation sequence for each buyer persona

63 USER EXPERIENCE REDESIGN METHODOLOGY 1. Conduct a content audit. 2. Hold internal interviews. 3. Complete card sorting sessions. 4. Conduct usability testing. 5. Create a style guide. 6. Make lists of things to change.

64 THANK YOU.

VIDEO 1: WHY IS THE USER EXPERIENCE CRITICAL TO CONTEXTUAL MARKETING?

VIDEO 1: WHY IS THE USER EXPERIENCE CRITICAL TO CONTEXTUAL MARKETING? Hello again! I m Angela with HubSpot Academy. In this class, you re going to learn about the user experience. Why is the user experience