Learn how to increase the effectiveness of your website and landing pages through the implementation of use cases.

1. Use Cases:
Getting the Right People Through
the Right Activities with Ease
Brian Lewis
Director of Optimization
Site Tuners
brian@sitetuners.com
619-223-8020
Follow me @ImAnonymous

3. What We’re Going to Discuss
Use Cases
• Why they’re important
• What they are
• How to create
• Evaluating your site with Use Cases

6. Aesthetics
Marketing
Usability
Context
Appropriate

7. Aesthetics
Marketing
Context
Usability
Appropriate

8. What Are
Use Cases

9. Use Cases
Represent an important or common task that
your visitors will be trying to accomplish
Roles of your visitors
Tasks or goals of your visitors

10. +
Roles Tasks
+
Tasks
Roles
+
Roles Tasks

11. Role Influencers
• Who they are
• What’s important to them
• Level of knowledge
• Where they’re coming from
• Their style – habitual, impulse, research

12. Task Stages
4 Task Stages
• Awareness Cognitive or Learning
• Interest
Affect
• Desire
• Action Behavioral

13. Task Stages
Task Task Stage
“Pre-research” on product or service Awareness
Early Research Interest
Research on Company’s advantage Interest
Browsing Interest
Detailed research Desire
Price comparison Desire
Ready to buy Action

14. 2-Step Use Case Process
Constructing your use cases
Evaluating site based on the use cases

15. Tips for Constructing Use Cases
• Get Sales, Marketing, Customer Service involved
• Use your analytics
• Look at your competitor sites
• Consolidate similar use cases
• Write up in a format: Summary and specific intent

16. Use Case 1
Couple who’s never been on a cruise wants
to see if it’s the right type of getaway
Specific Task & Intent: Soon to be married couple is
researching honeymoon options & wants to learn about cruises.
• Looking for cruises that are designed as romantic getaways
• Wants to see various price ranges
• Needs to read reviews and experiences from other honeymooners
• Wants to learn about typical amenities and activities on ship

17. Evaluating Your Site with Use Cases
• Put the blinders on and remove all previous biases
• Document every step including how you’d feel
• Write the analysis in a narrative format
• Be a little more forgiving than a typical visitor
• Assign a letter grade to each Use Case

18. Use Case 3
• Patient lands on this page after searching the phrase “heart
valve surgeons” in Google.
• She feels comfortable she’s on a page relevant to her needs
after glancing at the images of doctors in the banner, and
reading the banner headline.
• She becomes a bit confused though when scanning the logo
and tagline. She wonders if the surgeon directory is only
available in a book she must purchase.
• She then reads the headline “Free Heart Valve Surgeon
Directory” and becomes reassured.
• Scrolling down to the lime green box, she notes that searches
are available by geographic location – an important feature, as
she’d prefer not to travel too far.
• Not sure what the video is about or why she should watch,
she skips down to click the “Start Search” button.
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19. Evaluation Criteria
• Effectiveness: Successfully accomplish tasks
• Efficiency: Quickly accomplish tasks with ease
• Satisfaction: Enjoy the experience

20. More Evaluation Criteria
• Error frequency, severity and recovery
• Reusability

21. Use Case Examples

22. Use Case Example #1
Couple who’s never been on a cruise wants
to see if it’s the right type of getaway
Specific Task & Intent: Soon to be married couple is
researching honeymoon options & wants to learn about cruises.
• Looking for cruises that are designed as romantic getaways
• Wants to see various price ranges
• Needs to read reviews and experiences from other honeymooners
• Wants to learn about typical amenities and activities on ship

23. What’s their goal?

24. Use Case Example #2
Couple looking to book a bargain cruise
Specific Task & Intent: Retired couple looking to take advantage
of bargain priced last minute available cabins and are ready to
book if they can find a great deal.
• Departure date and length of travel are flexible
• Open to most destination and cruise lines
• They are very experienced with cruises
• Prefer ship with handicapped accessibility, disabled-friendly cabins

25. What’s their goal?

27. Use Case Wrap-Up
Improve Conversion by:
1. Getting into the heads of your visitors
2. Identify role influencers and task stages
3. Play the role and critique your site
4. Implement structured program to act from insights
5. Blow up what you have and redo your site

28. Use Cases:
Getting the Right People Through
the Right Activities with Ease
Thanks!
Brian Lewis
Director of Optimization
Site Tuners
brian@sitetuners.com
619-223-8020
Follow me @ImAnonymous