Research, Design, Test & Learn
A user-centered design process to assist in building a relevant & effective user-experience.
A user-centered approach to Design
Focusing the design process on the prospective customer results in a more relevant & enjoyable user experience.
Who is your customer?
Before we can meet and satisfy each prospective customer’s wants & needs, we need to better understand who the prospective customer is, the problems they need solving and the touch points they will be using.
The process of defining the customer is to develop a Marketing Persona. A Marketing Persona is the building of a representation of a particular customer segment through Qualitative & Quantitative Research.
Once the marketing persona/personas have been created their journey and experience across all touchpoints can be mapped.
Focus on the customer
The prospective customer’s experience could begin with an online search or picking up a brochure at a trade show or reading a social media or blog post. This journey can then proceed through to a website, mobile application, purchasing and post sales follow up.
Each of these ‘touch points’ can be mapped across a customer’s journey to help with finding any weak or missing areas which could deter a sale or provide a negative user experience.
Quantitative research is where you dig into any data you may have on your customers. A good starting point would be your website’s analytics.
At the Curator Company we use Google Analytics as well as Cyfe data dashboards to best monitor all your channels for trends which could indicate whether a design decision has been successfully implemented or requires more immediate attention
By surveying your customers or prospects as well as other members of your team you will uncover key information about your customers.
During this process you will want to uncover some basic demographics, common sales objections they may have, their role in the company they work for, their challenges, pain points, primary goals & aspirations.
Before we start on the process of designing any digital content, websites or applications we investigate which other businesses are competing directly against our client’s value proposition.
By building a spreadsheet matrix of our clients direct & indirect competitors, we investigate what they are doing right, what they are doing wrong, the purpose of their site/app, how much traffic they are getting, is it transactional, what social networks they are using and what is their competitive advantage.
It is our ultimate goal to evaluate our client’s competitors and in doing so, create a competitive advantage.
Touch Points, Flow Maps & Wireframes
The Creative Brief should always be grounded in Research, Analysis & Strategy
Create engaging & relevant touch points throughout the user journey
Depending on the analysis and strategy throughout the research phase, multiple touch points throughout various channels will need to be developed or audited to best engage with prospective & existing customers.
Ranging from email templates to social media channels to website landing pages and mobile applications each touch point needs to have a defined consistent tone and voice built specifically to engage with the marketing persona across their user journey.
Architecture & Wireframes
All new digital assets built within the marketing persona’s journey map needs to be presented as an information architecture flowchart.
This flowchart provides clarity to key stakeholders & team members as well as confirming the scope of the project and user interactions throughout each asset.
On confirmation of the architecture a basic sketch outlining the actions and content blocks are presented in a responsive 12 column wireframe.
Prototypes & Production
By focusing the design process on the user/customer we are able to provide a more tailored and frictionless brand experience.
By building the wireframe sketch directly onto our staging servers we are able to prototype across multiple platforms & interactions.
Early stage prototypes will contain dummy text & images providing context & specifications for content developers such as photographers, illustrators and copywriters.
By prototyping live we are able to produce an interactive prototype that works directly in the web browser so the client can provide feedback and understand content production decisions.
Prior to launching, secondary versions of key pages are set up for A/B testing on content, calls to action, click through & conversion rates.
As the prototypes are built directly onto a staging server, we are able to transfer the finalised asset to an identical live production server with minimal risk, disturbance & downtime.
Measure & Learn
After launch fast 2-3 week iterative design sprints continue to improve the asset utilising data & user feedback
The key to a positive user experience/journey is to realise that your market/persona and it’s relationship to your product is in constant flux.
After launching or after making any changes to the digital asset it is imperative to monitor usage to make sure the change was a positive one.
Using A/B testing software it is possible to test and tweak small changes such as a call-to-action button size/colour/copy/placement.
Other key areas for testing are landing pages, bounce rates, sign ups and sales. Working with other team members you are able to monitor whether other touch points are delivering and working together.
Learn & Change
As the prototype has been built live onto the staging server we are able to transfer the finalised asset to the live production server with minimal disturbance & downtime.
Prior to moving we set up secondary versions of key pages for A/B testing on content, calls to action, click through & conversion rates.
Projects Mentioned Above
Giftware product for displaying photographic prints.
More information on the project can be found here: http://www.curator.com.au/portfolio-item/portfoliophotocurator/
University of Technology, Sydney
2002-2008 and 2014-
Online Learning Application and consulting.
More information on the project can be found here: http://www.curator.com.au/learningapp/
Re-brand, packaging, catalogue and transactional responsive website design.
More information on the project can be found here: http://www.curator.com.au/portfolio-item/aeratron/
Innovative new product design.
More information on the project can be found here: http://www.curator.com.au/portfolio-item/curatorclip/
Competitor analysis and website design