User experience is a huge buzzword in the design world right now, but what does it really mean? The truth is it means lots of things, and can best be thought of as a philosophy for creating engaging experiences for digital points-of-contact. In my talk, I’ll introduce you to tools, best practices, and approaches to design that leverage user goals and needs to build better products of all stripes. Guiseppe Getto, Ph.D. is a college professor based in North Carolina and is President and Co-Founder of Content Garden, Inc., a digital marketing and UX consulting firm. He consults with a broad range of organizations who want to develop better customer experiences, better writing, better content, better SEO, better designs, and better reach for their target audience. He has taught at the college level for over ten years. During that time, he has also consulted and formed service-learning partnerships with many non-profits and businesses, from technical writing firms to homeless shelters to startups.

1. AUGUST 4, 2016
#DOYOLive
Transforming Customer and
Client Outcomes Through
Engaging User Experiences
Dr. Guiseppe Getto

2. A digital marketing, UX, and technical communication agency
http://contentgarden.org
President and Co-Founder
Assistant Professor at East Carolina University

3. What We’ll Cover
Why UX is important for just about everybody
How to manage all your UX efforts from one
strategy document
How to build engaging customer experiences
through design, test, refine
Some great tools for managing your UX
strategy

4. Why Is UX Important?
UX - all the processes a digital product or
service must undergo to ensure high customer
satisfaction
80% of people now shop online before
making a purchase
70% of people won’t buy from or use
a poorly designed website

5. Why Is UX Important?, cont’d
66% of people make decisions about a
brand based on a company’s website
50% of people now shop on mobile devices
at least some of the time
You have about 10-20 seconds to hook a new
website visitor before they abandon your site

6. Why Is UX Important?, cont’d
Usability of a company’s website is a key
factor in customer retention
Post-purchase content and support is a key
factor in future purchasing decisions

7. Why Is UX Important?, cont’d
Traditional Marketing Funnel - Source: McKinsey.com

8. Why Is UX Important?, cont’d
Brand Consideration Loop - Source: McKinsey.com

9. What Is a UX Strategy?
UX - all the processes a digital product or
service must undergo to ensure high customer
satisfaction
+ Strategy - a means of achieving a goal
= the ongoing processes for achieving high
customer satisfaction for digital products or
services

10. UX Strategy Blueprint
Challenges
Aspirations
Focus Areas
Guiding Principles
Activities
Measurements
Source: experiencinginformation.wordpress.com

11. Challenges
What problems are you trying to solve?
What obstacles must you overcome?
Example: Our customer acquisition is down. We need
to get marketing and design on the same page when it
comes to converting website visitors to customers.

12. Aspirations
What are the ideal desired outcomes?
What do you want to achieve?
Example: We want to increase our rate of customer
acquisition by 25% next quarter. We want to achieve a
higher ratio of website traffic / new customers.

13. Focus Areas
What is the scope of the strategy?
What will you focus on for the most impact?
Example: We will start with a strategy for A/B testing
our current website design with proposed variations.
This will allow us to optimize our site for better
conversion.

14. Guiding Principles
How will you overcome the challenges?
What specific mantras will guide teams?
Examples:
Design, test, refine.
Listen to customers, but watch what they do.
Build customer-centric prototypes.

15. Activities
What types of activities solve the problems?
What capabilities achieve your aspirations?
Examples:
User Interviews
Usability Testing
Rapid Prototyping
Persona Development
Content Strategy

16. Measurements
What types of measurements will you employ?
What metrics will be used to gauge success?
Examples:
Favorability of Customer Stories
Task Completion Rates
Conversion Rates of Prototypes
Needs and Pain Points of Different Personas
Content Goals, Audiences, Channels

17. Design, Test, Refine
Design
• Build a simple prototype the cheapest way you
can, preferably without code
Test
• Test your prototype with actual people, at least 5
of them from your target market
Refine
• Improve your prototype based on the feedback

18. Design, Test, Refine, cont’d
Repeat as necessary
• Go through this process for each digital product
or service until your tests reveal a high
satisfaction level in your users
• Get everyone in your organization involved who
has anything to do with the product or service
• Schedule regular design, test, refine sessions
post-launch to ensure customer satisfaction
stays high

19. Tools of the Trade
Usability: http://trymyui.com
Rapid Prototyping: http://uxpin.com
Content Strategy: http://bit.ly/1M3Yd3U
Content Management Systems: WordPress,
Magento, Joomla!

20. Go Forth With Thy Strategy!
Need help? Visit: http://contentgarden.org
Content Garden, Inc.
• Search Engine Optimization
• Writing
• Digital Marketing
• Social Media
• UX Design
• Customized WordPress Websites