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Stakeholder Persuasion
How to quantify your gut feeling!



                                    Jacco Nieuwland & Martijn van Loon
                                                           March 2013
Why change something
 that already works?



      http://upload.wikimedia.org/wikipedia/commons/a/ac/United_States_Federal_Reserve_Board%2C_1917.jpg
Why this
colour?
Are we really
sure this design
   is better?
researcher




 user research                                             reports


                               user tests



           requirements                     requirements




user                       Product                            business
                               design


                                                           presentations




                          designer
user
            flow
                           efficiency



mental
              researcher
model

                                                                              ROI
                                                       business talk;
                                                         # and $                      KPI

                                         UX talk /
                                       designer talk
                                                                                    conversion



            looks better
                                                                        business
    user
 experience



intuitive

                     designer
researcher               reports



                                        ?!?
                 UX talk /
               designer talk


                                                   business



                                   presentations



    designer
UX & business - different languages

           Need numbers to persuade
           stakeholders
insights
           Collect data during design process
Martijn
van Loon
@martijn_vanloon



Researcher

                   Jacco
                   Nieuwland
                   @jnieuwland



                   Designer
We are User Intelligence
an international User Experience
consultancy, specialized in


Research,
Design &
Strategy
researcher               reports


                                    Business talk;
                                      # and $

                 UX talk /
               designer talk



                                                     business



                                   presentations



    designer
Why change something
 that already works?
Existing website: Web Traffic Map
understand   conceive         design         implement   optimize




   web                                                     web
 analytics                                               analytics
                        Collect (new) data
http://upload.wikimedia.org/wikipedia/commons/thumb/4/45/Work_tools.jpg/1280px-Work_tools.jpg
Two cases
Case 1
Validate new navigation structure
The problem




                      I can’t find
                     the content




              user                  product
Is the new
                         structure
                          better?


  Can customers find
products more easily?
http://upload.wikimedia.org/wikipedia/commons/thumb/4/45/Work_tools.jpg/1280px-Work_tools.jpg
Current structure   New structure
Tool: Treejack
Task: e.g. Find mobile broad band (demo)
Results: Scores per task   Tool: Treejack
Is the new
                         structure
                          better?


  Can customers find
products more easily?
Main results
40% higher
               success percentage




Main results
Deeper analysis of the results   Tool: Treejack
Quick comparison of navigation
          structures

          Redesign easily communicated
          with stakeholders
Results
          Commitment to the new redesign
          during design and development.
Case study 2 – Philips
Measure expected success of new concept
Problem



                  To which site
                 do I have to go?




          user                      product(s)
Changes have high
impact on back-end




                     Is it worth the
                      investment?
http://upload.wikimedia.org/wikipedia/commons/thumb/4/45/Work_tools.jpg/1280px-Work_tools.jpg
Input: prototype of the website
Test setup
                              Current site        Proposed solution




      Prototype              115 pages              60 pages




      Journeys
                            5 journeys,            5 journeys,
                             80 tasks               56 tasks




      Respondents         800 respondents        600 respondents




      Completed tasks   2400 completed tasks   1800 completed tasks
Please buy a Sensotouch 3D RQ1285/22. Please take note where you can buy this product
  (online via Philips.com, online via a third party, or in a physical shop via a retailer).




                                     Start task




                                                                                         Tool: Userzoom
Task: e.g. Buy a Sensotouch 3D                                                           Tool: Userzoom
Task: e.g. Buy a Sensotouch 3D (demo)   Tool: Userzoom
Questions (satisfaction, ease of use)   Tool: Userzoom
Results per task   Tool: Userzoom
http://upload.wikimedia.org/wikipedia/commons/a/a5/Bundesarchiv_Bild_183-1990-0321-008%2C_Analyse_von_Wasserproben.jpg




Data analysis
Changes have high
impact on back-end




                     Is it worth the
                      investment?
Main results
+nn%              -nn%              +nn%

      Goal completion   Time to complete   nn% increase
       nn% increase       nn% decrease     in satisfaction




Main results
Detailed results
Screenflows   Tool: Userzoom
Screenflows   Tool: Userzoom
Heatmaps   Tool: Userzoom
Realistic comparison

          Convincing results to support an
          important business decision
Results
          First improvements on the concept
          before development
Summary
understand   conceive         design         implement   optimize




   web                                                     web
 analytics                                               analytics
                        Collect (new) data
Use quantitative analyses in the
            design phase

            Objective data facilitates
            communication with stakeholders

takeaways   Benchmark your design

            It also helps identify issues before
            development starts
Go and do this for yourselves!
takeaways
thank you!




              www.userintelligence.com
@jnieuwland      @martijn_vanloon   #stakeholderpersuasion

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Stakeholder Persuasion - How to quantify your gut feeling