Creating A Remarkable User Experience

Toronto HUG
May 28th, 2014
Dee Dee de
Kenessey
Inbound Professor
HubSpot
@deedeedkc
Hayley Mullen
HUG Leader
Uberflip
@hayley_mullen
WELCOME!

@hayley_mullen
Your HUG leader
Hayley Mullen
A few facts:
• Peruses the SPCA dog listings
• Loves Seinfeld and cheese
• Worked in startups for two
years before joining Uberflip
• Is the Uberflip Community
Manager

Dee Dee de Kenessey
@deedeedkc
A few facts:
• First time in Toronto.
• Loves porters.
• Dislikes pudding.
• Created and runs the Contextual
Marketer Certification, and is a website
personalization expert.
From HubSpot HQ

Lindsay Thibeault
(baker extrordinaire)
Kyle Geiste
(head-balancing ninja)
Rachel Goodman Moore
(inbound neuroscientist)
Mark Kilens
(our fearless leader)
Sarah Bedrick
(the headless)
Nick Salvatoriello
(aka DJ Nick Sal)
Dee Dee de Kenessey
(that’s me!)
Chris LoDolce
(Iron Chef of waffles)
Jillian Day
(the faceless)
Isaac Moche
(rhymes with Yoshi)
Brittany Matern
(swag-meister)
Johnny Garces
(social media
guru)

Enough about me.
What about you?
Find someone in the room that you don’t already know,
and learn their name, what they do for work, and their
favorite place to eat in Toronto.

LET’S TALK ABOUT
CREATING A REMARKABLE
USER EXPERIENCE

1 Why does user experience matter?
2 What makes a user experience remarkable?
3 Evaluating your website
4 Two examples
5 In-class exercise
AGENDA

TODAY’S GOAL:
You will be able to create
targeted, remarkable content
to fuel your inbound efforts.

WHY DOES USER
EXPERIENCE MATTER?1

FLICKR USER MICHAEL POLLACK
It’s not about you,
it’s about your users.
Thoughtful user experience helps our users accomplish
their goals, first and foremost. We must understand our
users’ needs and figure out how to solve them on our
website.

FLICKR USER ANT1_G
Most importantly, it’s about alignment.
A good user experience aligns the goals of both the
user and your business. When your users reach their
goals, your business does, too.

WHAT MAKES A
USER EXPERIENCE
REMARKABLE?
1

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

FLICKR USER THANKER212
In order to be useful, your organization’s website must
feature content that aligns with the Buyer’s Journey.
Your website must be useful.

Who is familiar with
the Buyer’s Journey?

To create intuitive experiences, there’s a simple rule: one goal at a time!
When you start trying to accomplish more than one thing at a time on a
site page, things become cluttered and confusing for the visitor.
Your website must be intuitive.
FLICKR USER SEANTOYER

Answer one question at a time.
Think about the top questions a visitor will be trying to answer
when they land on your page.

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

Focus on the
next stage
of their journey.
Don’t try to close the deal if they’re
just getting to know you. Meet your
users where they are, not where you
want them to be.

According to the late social psychologist Robert Zajonc, the ‘mere-exposure
effect’ dictates that the more familiar we are with something, the more we like it.
Your website must be consistent.
FLICKR USER BEN GREY

Emphasize site-wide consistency.
Not just in design — consistency is important in your written content, too!

Your website must be accessible.
Ensure accessibility by creating navigation that makes
sense to your users and makes it easy to find information.
FLICKR USER BINARY_KOALA

Include navigation in
your header and footer.
This will help simplify navigation for
your users, and will help them stay
engaged, even when they’ve
finished reading a page.
Top of site:
Bottom of site:

Flat navigation:
Deep navigation:
Choose a
navigation style:
flat or deep?
(But either way you go,
keep it simple!)

Your website needs to be appealing.
The easiest way to ensure this is to emphasize simplicity.
Use space to frame information and shape your users’ focus.

Deliverable
Methods
Tools
List of What Works
and What Doesn't
on Site
Stakeholder
Interviews
Content Audit
Usability Testing
Spreadsheet
GoToMeeting
WebEx
Sketches or
Wireframes of
Three Top
Redesign Ideas
Usability Testing
Card Sorting
Balsamiq
Paper
Trello
Clickable Mockup
of Best Idea
Style Guide
Usability Testing
Invision
Photoshop
Axure
CURRENT
SITE
LO-FI
PROTOTYPE
HI-FI
PROTOTYPE
NEW SITE
USER EXPERIENCE REDESIGN METHODOLOGY

Deliverable
Methods
Tools
List of What Works
and What Doesn't
on Site
Stakeholder
Interviews
Content Audit
Usability Testing
Spreadsheet
GoToMeeting
WebEx
Sketches or
Wireframes of
Three Top
Redesign Ideas
Usability Testing
Card Sorting
Balsamiq
Paper
Trello
Clickable Mockup
of Best Idea
Style Guide
Usability Testing
Invision
Photoshop
Axure
CURRENT
SITE
LO-FI
PROTOTYPE
HI-FI
PROTOTYPE
NEW SITE
1. Interview your stakeholders.

Deliverable
Methods
Tools
List of What Works
and What Doesn't
on Site
Stakeholder
Interviews
Content Audit
Usability Testing
Spreadsheet
GoToMeeting
WebEx
Sketches or
Wireframes of
Three Top
Redesign Ideas
Usability Testing
Card Sorting
Balsamiq
Paper
Trello
Clickable Mockup
of Best Idea
Style Guide
Usability Testing
Invision
Photoshop
Axure
CURRENT
SITE
LO-FI
PROTOTYPE
HI-FI
PROTOTYPE
NEW SITE
2. Conduct a content audit.

Map your content to the Buyer’s Journey.
This will help you learn what you’ve already covered, as well as
where your content holes are.

Deliverable
Methods
Tools
List of What Works
and What Doesn't
on Site
Stakeholder
Interviews
Content Audit
Usability Testing
Spreadsheet
GoToMeeting
WebEx
Sketches or
Wireframes of
Three Top
Redesign Ideas
Usability Testing
Card Sorting
Balsamiq
Paper
Trello
Clickable Mockup
of Best Idea
Style Guide
Usability Testing
Invision
Photoshop
Axure
CURRENT
SITE
LO-FI
PROTOTYPE
HI-FI
PROTOTYPE
NEW SITE
3. Conduct usability testing.

• Usability Testing: recruit typical users and
watch them use your website.
This will reveal the holes in your content are and
the questions that users have.
• (example of gotomeeting?)
Conduct
usability testing.
Recruit your typical users and
watch them use your website. This
will help you see where the holes
in your content are, and what
questions your users have.
FLICKR USER KNIGHTFOUNDATION

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

Focus on behavior.
Choose one task for your users to
complete, and analyze the results.
Pick a common problem, question or
need that your users typically have,
and ask them to focus on that goal.

Create a script.
Scripting helps ensure that your data
stays consistent. Be sure to ask each
question the exact same way, for
every person to speak to.

Record your results.
Don’t rely on your memory! Take
thorough notes or record the
session to make sure that you
retain what you learn.

THE BOTTOM LINE:
Test until you aren’t surprised anymore.

Transform your website into a user-focused, personalized tool.
CONTEXTUAL MARKETING CERTIFICATION
Available to users on the HubSpot COS platform and with Professional or Enterprise level accounts.
Speak to Dee Dee or your HubSpot Account Manager to learn more.

GROUP EXERCISE
20 minutes:
Pair up with two people in the room and briefly describe what your
business does. Open up your website’s homepage.
Next, evaluate each homepage. Make a list of what works and what
doesn’t.
• Does it address the correct stage of the Buyer’s Journey?
• Does it answer one question at a time?
• Does it request one action at a time?
• Is it consistent?
• Is the navigation clear and accessible?
• Is it appealing and simple?
Remember that “X” should be one of your
business's main keywords.

THANK YOU.
Dee Dee de Kenessey
@deedeedkc
#HubSpotting

Creating A Remarkable User Experience

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