1.
Stepping Back to See Clearly –
Building a Solid UX Strategy
Scott McCall, Product/UX Designer
November 13, 2013

2.
UX = Problem Solving

3.
Solve the right problems

4.
Think
Measure
Build

5.
Think
Research
Competitive analysis
Mental models
Test results
Measure
Testing
Analytics
Sign-ups
Surveys
Prototypes
Wireframes
Code
Sketches
Hypotheses
Build

6.
Think
Identify the Problem
Clarify the Context
Communicate the Strategy
Measure
Build

7.
Create a framework for thinking
Start here
Think
Identify the Problem
Clarify the Context
Communicate the Strategy
Measure
Build

8.
Identify the problem
Clarify the context
Communicate your strategy

9.
• “Where pharma buyers meet pharma suppliers”
• Supports massive events worldwide.
• Not an e-commerce site, but a 2 way matchmaker.

10.
CPhI Online – Original, original site

11.
CPhI Online – Original home page

12.
CPhI Online – Original product search

13.
CPhI Online – Original product detail page

14.
Step 1: Identify the Problem

15.
Step 1: Identify the problem – gather your data
What are people saying?
Interviews
Surveys
Support tickets
Feature requests
Forums
What are people doing?
What does the business require?
Marketing goals / strategy
KPI’s
Web analytics
User testing

16.
Step 1: Identify the problem.
What we started with:
What are people saying?
Interviews
Surveys
Support tickets
Feature requests
Forums
What are people doing?
What does the business require?
Marketing goals / strategy
KPI’s
Web analytics
User testing

17.
CREATE PROBLEM STATEMENTS
According to __(data)__,
__(target user)__ [verb] __(problem)__.

18.
CREATE PROBLEM STATEMENTS
According to __(data)__,
__(target user)__ [verb] __(problem)__.
According to our user testing,
60% of “buyers” mistook the login box for the
registration form.

19.
We grouped the problems into “focus buckets”
Improve the following:
Bucket 1
Bucket 2
Bucket 3
Product and
supplier search
and
filtering, list, and
display.
Inquiry and
contact flows.
Registration form
and process.
We took a massive, diffuse directory and
aggressively focused it on the key actions.

20.
Step 2: Clarify the Context

21.
Data-based Personas - Who are we building this for?

22.
User Journey - What is the role of this in context?

23.
Competitive Analysis – How are others trying to solve this?

24.
Step 3: Communicate Your Strategy

25.
User Journey - Break it down, make it clear

26.
Apply your framework to the competition for insights

27.
Next Steps: Solve, Validate, and Refine.

28.
So, how did it play out?

29.
CPhI Online – Home page clickable prototype

30.
CPhI Online – Product search clickable prototype

31.
Our strategy, illustrated

32.
New home page

33.
Outcomes - So how did these bets pan out?
KPI
February 2013
August 2013
Monthly engagement
activities
38
300
Monthly visits
6k
12k
Key account adoption rate 19%
69%
Actual promoter score
55%
(25% - 2013 end goal)

34.
Identify the problem
Clarify the context
Communicate your strategy

35.
Thanks!
Scott McCall, Product/UX Designer
@scottmccall
linkedin.com/in/scottmccalluserexperience