In a previous post we talked about high-level strategic principles that marketing should aim at in creating promotions that users pay attention to and would act upon. That is, Web marketing should work with users’ expectation and present a clear user benefit in order to engage users and drive conversion.
In this follow-up post, we’ll talk about specific, actionable content writing and creative design tips that will bring those principles to life and result in great user experience.
All of the tips below are derived from what we saw through many user interviews and reflect user opinions rather than mine.
1. Provide Only Useful Content, with Value Proposition Presented Upfront
User experience of marketing? This is a tricky topic.
Traditionally, marketers never thought of user experience much because they believe marketing is all about pushing something to users, and user experience can and should be sacrificed in the name of selling services and products. On the other hand, user experience professionals or UXers, as we fondly call ourselves, hold disdain towards such marketing practice because we feel marketing, albeit a necessary evil to keep a business profitable, inherently undermines user experience through aggressively promoting business at the cost of seamlessly supporting user needs.
These are all false assumptions: User experience and marketing can and should come together in driving business success, without compromising user experience.
How? By adopting a mind set of aligning marketing to user needs. Here’s a list of to-dos: Continue reading
Wow, that’s an interesting way to get the products in front of you!
Ok, I was using AVG AntiVirus FREE version to do a routine scan of my computer, and yes, no virus was found! And then, it asked me whether I wanted to analyze my computer’s performance. I thought, why not? So clicked “yes” and then saw the screen below after a few minutes.
Upon seeing this, if you were me, what would you do? Continue reading
In my previous posts, I discussed the four elements of user experience — how they are constructed, how they are different from one another, etc. I’d like to call this framework VADU model, because it stands for Value, Adoptability, Desirability, and Usability. Here, I’m discussing the practical application of the model in relation to business planning. The model can help companies with:
- Identify UX priorities based on business model
- Evaluating and improving UX in alignment with business
- Develop KPIs based on UX priorities
Read on: More Than Usability: The Four Elements of User Experience, Part III
By Frank Guo
Here is Part II of my three-part series published on UX Matters, which describes the different aspects of user experience and how we can develop better products based on the framework: More Than Usability: The Four Elements of User Experience, Part II
By Frank Guo
Whereas user experience and usability have been used almost interchangeably in many occasions, through my conversations with many product-design professionals, I’ve found that “usability” is being increasingly used in a narrow context, in which it specifically refers to the ease of task completion and is closely associated with a “testing” connotation. On the other hand, “user experience” is used by practitioners in much broader contexts, referring to things ranging from ease of use to user engagement to visual appeal, and therefore I believe is a better term in capturing all the psychological and behavioral elements of user interactions with products. Please check out my article on UX Matters, More Than Usability: The Four Elements of User Experience, Part I
By Frank Guo
I’ve talked about the business importance of developing a robust customer experience ecosystem or CXE in previous blog posts. Here, I’ll walk through a case study to illustrate how to design a CXE. In this example, my first step was to diagram the current customer experience based on a thorough understanding of the UI workflow and user needs and behavior. Below is a hypothetical CXE created in such way:
© Frank Guo 2012. All rights reserved. Continue reading
As discussed in my previous posts, developing a robust Customer Experience Ecosystem or CXE is key to driving revenues through customer engagement and loyalty. It is of paramount importance for a business to integrate CXE as part of its core business model. This is especially true for start-ups in search of a profitable monetization model and mature companies that seek additional revenue growths (see my post about BlockBuster). Let me talk about the business model of Telsano Health, a healthcare start-up that I’m providing strategy consulting to, as a case study. Continue reading
Many of us still remember the Netflix’s client experience fiasco — the company first abruptly raised the fees of its DVD services by more than 60% and then tried to split the streaming and DVD services into two separate websites to further inconvenience subscribers. As a result, the stock price plummeted from around $300 to less than $80 within just a few months.
Blockbuster, the chief rival of Netflix, at the moment had a good shot at taking advantage of the missteps of Netflix, who broke down its own customer experience ecosystem or CEE by undermining the DVD rental experience. But Blockbuster’s failure of integrating its online and offline client experience made it forfeit this great opportunity. Continue reading
Traditionally, user experience conversations focus on usability, user interface, and design, all related to human computer interaction. This approach unfortunately limits the role of user experience in companies’ strategic planning, because for most businesses, the digital space is but a part of their clients’ touch points with the products and the brand.
Here’s an example. Costco has a multi-channel retail business model, leveraging both a brick-and-mortar store front and a website. There is also a catalog as a third channel. Continue reading