Defining the Product and Motivating the User Experience Behind the Path of Conversion

View User Experience + Product Design Work

Product Solutions to Enhance the User Experience

User Profiles & Groups

Scenarios & Evaluations

User
Flows

App/Site
Flow

Sitemap
Search Strategy

Functional
Prototypes

User
Testing

Analytics
& Reporting

The User Research & Motivational Foundation

  • User Profiles & Groups
  • Scenarios & Evaluations
  • User
    Flows
  • App/Site Flow

Defining the user group is an important foundation of finding out who your users really are and their motivation for using your product. We make sure to identify the users by everything from their age, sex, socio-economic demographics to specific personality traits and characteristics like that guide their wants and needs.

There are a few things to consider in a scenario. Having established who the user is, it is now important to understand the motivation that the user has upon interaction with your service or product. Always understanding a user’s goals, the way they approach their task by identifying the various possibilities and potential barriers.

Asking the question why gives you a completely different perspective on the user. It tells us about the user’s emotional state and gives us insight into their personal habits and needs. Depending on what we are trying to test; goal or task-based scenarios can really shed light about your users.

User flow is important to show the user touchpoints as they interact with your service or product. Visualizing those instances lets us see opportunities for marketing engagement and optimize call to actions garnishing higher conversions.

Effectiveness of the app or site flow is based primarily on the Search Engine Optimization(SEO) strategy of your specific service or product that has been deeply researched and put in place. The keywords will guide the types of landing pages and where they are in the site flow to how a user will interact with your brand. A natural path of least resistance and established or earned brand trust will garnish the highest conversions.

Effective Early Real Time User Testing

  • Sitemap Search Strategy
  • Functional
    Prototypes
  • User
    Testing
  • Heuristic
    Evaluations

Defining a solid sitemap and search strategy is crucial to a successful foundation of any app. Once the proper categories, keywords and product/services have been properly addressed we can then create optimized marketing pages to drive traffic and conduct usability testing on the higher traffic areas. It’s important not to overdo it, having too many keywords to focus on and too many products on one page is confusing. On the other hand having not enough makes it seem almost empty and like there’s not much more to offer. Finding the right balance for your product or service is the key in the initial planning and strategy phase if you want to build a develop a successful ecommerce conversion machine.

Lo-fidelity and high-fidelity prototypes can serve various purposes depending on the function and task of the wireframe or design. Bringing together a functional prototype can be very beneficial in saving cost in the discovery phase of your project. Learning valuable information before designing and developing is cost effective and practical.

Getting your service or product into the hands of a real life user is the best indicator of how your it is going to do in the public market. User testing is available in various forms; from focus groups to on-device usability testing. When it comes to app tracking and analytics; eye tracking, user dialogue, cursor movement, tap location is very crucial to understanding where there might be some pitfalls. After watching enough captured user testing videos or real life users interacting with your app, our job will be to start noticing similarities, differences and find ways to optimize the content delivery.

Optimizing Based on Results

  • Analytics & Reporting

Many things can be learned in the user experience phase of the project. We are able to collect various analytics such as where users tap, where they look on the screen, which path to take to their goal, how many of them actually understand the product, how many reach the goal successfully, and how many find it easy to interact with. All these interactions are measurable, visualizable, and something we should strive to understand & research to put back the knowledge into the brand.

Actually researching analytics effectively require proper tools to be put into place to measure and report brand user experience analytics. While measuring everything manually could be okay for a little bit, the amount of variation will soon be all consuming.

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