2016 consumers are demanding authentic brands they can experience, not just buy from. EYStudios’ CEO Eric Yonge will show how to wow current and new customers with an engaging brand that exists online as well as offline. From improving usability to crafting an expert “voice,” Eric will reveal powerful steps that will benefit your bottom line and stun your competition! MivaCon 2016, Thursday session 1.

1. SESSION TITLE
Presenter’s Name
Usability & User
Engagement
PRESENTER: Eric Yonge

2. What is
“brand?”

3. Your brand is NOT:
• Your logo, color scheme, or
graphics.
• Your products or services.

4. Your brand is not
what you say it is.

5. It’s what THEY
say it is.

6. Branding is everything about
your business that differentiates
itself in the minds and hearts of
your customers.
So… what’s the difference?

7. Price?
Quality?
Service?

8. If every competing factor was
essentially the same, what are
you supposed to do?
How do you compete
against AMAZON?

9. It’s all about the
EXPERIENCE.

10. • Think about your company’s unique
service culture.
• Communicate those differences
wherever the customer encounters
your brand.

11. Mind Control
BRAND INFLUENCE

12. Brand Engagement > Brand Awareness
• Select a specific look that flatters products.
• Keep navigation streamlined and easy-to-use.

13. Brand Engagement > Brand Awareness
• It’s not just about people finding you…
• It’s about people interacting with
you.

14. Authenticity > Exaggeration
• Place brand statements that truly represent your
company’s persona and strengths.
• Make all visual and written content adhere to
these statements.

15. Authenticity > Exaggeration

16. Authenticity > Exaggeration

17. Authenticity > Exaggeration

18. Buying is an emotional
experience!

19. Emotion > Reason
• Customers are looking for brands
they can connect with on an
emotional level.
• Rational content doesn’t connect
as well as emotional content.

21. Expertise > “Here’s our stuff”

22. Expertise > “Here’s our stuff”
• Reviews in general are critical to making
informed purchases.
• Customers want to hear your opinions
on products they’re interested in.

23. Experience and Expertise > “Here’s our stuff”

24. Experience and Expertise > “Here’s our stuff”

25. Branded Packaging > Throw it in a box
• Shareable
experience
• Shows that
you’re investing
in physical
experience

26. Embrace Change and Keep
Things Fresh

27. Layout General
Principles

28. Layout
• “Tell a story” to your customers.
• Increase & decrease the drama when necessary.
• People read left-to-right, then top-to-bottom.

29. Layout
• Never assume
• Size matters
• Color is critical

30. Layout
• When designing for tablet and mobile,
design for “click” vs. “hover.”
• Observe length & width best practices.

31. Navigation Tips

32. Navigation Tips
• Treat browsing categories differently than
Top Level Categories (TLC).
• Make sure to only have one row of top
navigation (don’t stack).

33. Navigation Tips
• Use the footer

34. “I have a billion categories – help!”
• Consolidate into an odd-number of
TLC.
• Group best-selling sub-categories in fly-
outs with links to general category.
• Include visuals to highlight best-
sellers.

35. “I have a billion categories – help!”

36. Homepage

37. Homepage
• Provide a visual
summary of all the
types of products
you sell.
• Establish clear USP
(unique selling
propositions).

40. Homepage
• Promote best-selling
products, with links to
broad categories.
• Create a visual
hierarchy by varying
graphic sizes.

41. Section Page

42. Section Page
Highlight items to help your customers
choose between products.
• Through Badging

43. Section Page
Highlight items to help your customers
choose between products.
• Through featured items

44. Section Page
Highlight items to help your customers
choose between products.
• Through graphic landing page elements

45. Before
After
Consolidate verbiage and
imagery to conserve vertical
height.

46. Product Page

47. Product Page
• The two main visuals your
eye needs to concentrate
on are:
• Avoid “button
blend.”
• Main Item Photo
• Add to Cart Button

48. Product Page
• Avoid distracting elements:
blinking graphics & unrelated product ads
Before
After

49. The Great Tab Debate –
To Tab or Not to Tab!
When to tab:
When there is a required and excessive amount
of product information your customers need to
access.

50. The Great Tab Debate –
To Tab or Not to Tab!
When not to tab:
• Critical SEO information needs to be placed on secondary tabs.
• You market primarily to less tech-savvy customers.
• Burying required accessories to purchase.

51. Checkout

52. Checkout
• Eliminate “surprises” and lengthy fine-print
explanations.
• Explain exactly what’s expected in the
checkout process with tools like the
Progress Bar.

53. Checkout
• Simplify amount and color of your call-to-
action buttons.
• Don’t create ways to take the customer out
of the checkout funnel (enclosed checkout).

54. Checkout

55. Checkout
• Boost confidence by
simply addressing any
key concerns, including
how to call you.
• Make sure shipping and
coupon offers are clearly
displayed.

57. Thank you!