46. Researching from business’s POV
Business
Research
Solve the
right
problems
Understand
brand
mission &
vision
Understand
business
model
Understand
current
state &
obstacles
Analyse
your
competitors
46
53. Researching from user’s POV
User
Research
Who are
your target
audience?
Understand
their mental
model
Identify
motivations,
capabilities
and trigger
points
Understand
what users
know and
don’t know
53
62. Motivation:
Are there any? Sufficient to
trigger actions?
Ability:
Knowledge level, abilities and
obstacles?
Trigger Point:
Trigger a positive emotional
response?
65. Level of Awareness
• User totally doesn’t know there’s a problem.
Completely
Unaware
• User knows there’s a problem but don’t
know the solution.Problem-Aware
• User knows solution but don’t know product
provides solution.Solution-Aware
• User knows product but isn’t sure if it’s
suitable.Product-Aware
• User knows product well, and just needs a
deal.Most Aware
65
77. Activity: Good or bad?
• Choose 1 site
• Choose your 5A assessment points from the wall
• Run through the site and discuss in your team:
– Identify your TA
– Identify your business and user goals
– How this site perform well on CTA?
– How can this site improve on CTA?
• Time: 15 mins
• Share your findings: 5 mins / team
77
78. • Stand in TA's perspectiveThink
• Can your TA see the focusSee
• Don't Make Me ThinkStraightforward
• Evoke the right emotionsTrigger
• Relatable to the goalsRelevance