1. User-Focused Design

2. Introductions
•Ashley Molloy, Director
of Strategy
•Josh Murack, Director of
Client Services

3. Agenda
•What is User-Focused Design?
•Benefits
•Understanding the User
•Process
•Tips
•Takeaways
•Questions

4. What is User-Focused
Design?
User-focused design is an iterative process of
analyzing and determining the needs of the
people who buy and use your product in order
to meet their expectations, throughout the
entire project.
“It is only in the software and drug industries, that we
refer to our customers as users"

5. Benefits
•Identifying business and user needs from
the start
•Organizations that do not practice user-
centered design:
• Dissatisfied customers
• Additional development schedules and costs

6. Research
Define
target
Identify
goals
Explore
use cases
Test
Understanding the User

7. Process - Research
•Intake
• Client information session
• Review of available data
•Validation
• Primary research
• Secondary research
•http://www.comscore.com/
•http://www.ibisworld.com/
•http://www.mintel.com/
•http://www.forrester.com/

8. Process – Define and Identify
•Define the target audience, competition
and the core user
•Identify and understand the users’ goals
and tasks
•Develop personas around motivations,
attitudes and behaviors

9. Meet Julia “The Fashionista”

10. Meet Dima “The Gift Giver”

11. Process – Use Cases
•Evaluate the users needs, learn behaviors
•Create proposed solutions
•Solutions are tested by the users
•Julia and Dima have different needs

12. Process – Test
•This understanding should drive the features
and experience with your site
•As your site evolves, you should continue to
assume these personas and test the experience
is still solving their needs

13. Process - Note
•It is essential to involve the whole team in
this process
•The best developers don't just make
things work - they are actively involved in
understanding the audience to build
something fit for them

14. Overview of Tips
1: Present clear and logical navigation
2: Aid in product discovery
3: Be accessible on all devices
4: Continually test and optimize

15. 1- Present Clear and Logical
Navigation

16. Goal
•Allow users to travel easily through a
website and accomplish their goals quickly
• Shoppers: I know what I want
• Lookers: I am exploring products I might want

17. Best Practices
•Categorize products simply
•Ensure your navigation is for lookers and
shoppers
• “I'm Just Looking”
• Collections - Shop By Style
• New arrivals - Sale
• “I Know What I Want”
• Search
• Primary categories

18. Example

19. Tools
•Information Architecture:
Optimal Workshop – Optimal
Sort

20. Tools
•In-Page Analytics recently launched by
Google Analytics to help businesses
understand clickstreams

21. 2 – Aid in Product Discovery

22. Goal
•Provide various methods of shopping that
users are familiar with; written, visual and
product-specific

23. Best Practices
•Replicate the traditional buying experience
•Use imagery to help classify and describe
products
•Use hero and CTA space to present products
and promotions
•Guide shoppers to desired products

24. Example

25. Example

26. • Kiosked,
www.kiosked.com
• Aheadworks Product
Labels,
http://ecommerce.ahe
adworks.com/magent
o-extensions/on-
sale.html
Tools

27. 3 – Be Accessible on all Devices

28. Goal
•Ensure your website is flexible enough to
present a rich browser-based experience,
as well as a simple mobile experience.

29. Best Practices
•Incorporate responsive design
• Existing: Starting with a desktop experience and working
backwards
• New: Mobile first - Simplicity is key
•Have a defined process
• What are users likely to be doing on each device?
What feature set makes sense?
• Define and prioritize the most important user
actions per device

30. Example

31. Example

32. Tool
•UX Pin - http://uxpin.com/

33. 4 – Continually Test and Optimize

34. Goal
•Present the best experience to users
through iteration and view every feature as
a hypothesis to be proved by the users

35. Best Practices
•Keep an open channel for users to give
you feedback
•Actively reach out to them for
improvements

36. Example

37. Tool
•Foresee http://www.foreseeresults.com/
•Morae
http://www.techsmith.com/morae.html

38. Challenges
•User and business needs sometimes
conflict
•Varied user needs can cause complexity
•Fast-paced nature of ecommerce creates
new best practices continually

39. Takeaways
1: Present clear and logical navigation
2: Aid in product discovery
3: Be accessible on all devices
4: Continually test and optimize

40. Questions?
•Ashley Molloy - amolloy@onepica.com
•Josh Murack - j.murack@digitalfactors.com