“Business Centered Design”

Sameer ChavanVP- User Experience & Design

Business Centred Design

• In UDC, focus is on User tasks. Sales and marketing are left on their own. – E.g Enterprise web apps, desktop apps, etc

• In BCD, Sales, Marketing and UI work hand in hand.– E.g all consumer web sites, ecommerce, etc.

• Usability alone does not work. Users need to be guided to meet the objective of site.

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Business Objectives

• For a site to meet its strategic objectives, it has to orient and direct its target audience through the process of conversion, whether that conversion is – buying a product, subscribing to a newsletter, getting register, or

applying for jobs, contacting other users, expanding network, sending an enquiry for property .

NaukriNaukri

RegistrationView jobsApply for jobsBuy Services

JeevansathiJeevansathi

RegistrationView matchInitiate contactBuy service

99acres99acres

View PropertyPost propertySend enquiry

BrijjBrijj

RegistrationAdd contactsBuild networkPost/apply jobs

Generate Leads, increase page views, get adds clicked, increase database

Merchandising- philosophy

Merchandising - Strategies

Recommend jobs, similar jobs, targeted Ads, NaukriNaukri

JeevansathiJeevansathi Recommend Match, similar profile, targeted Ads,

99acres99acres similar Properties, targeted Ads,

Persuasive architecture

• Things go wrong when information architects look at content solely as a structure that has to be organized into vertical hierarchies

• Think in terms of iterative decision-making processes• Web pages must grab the user's attention and instill an

interest to move forward while making certain that the entire experience is satisfying

• The way people make buying decisions can be highly complex and irrational. Factors such as trust, comfort, confidence, and ease of the process are often more important to the customer than price and hard facts.

Persuasive architecture - Eg

• Trust

Cutting Exit paths

• Registration flow – no tabs

Forward flow only

• De-prioritize cancel buttons• Highlight call for action• Keep user in moving forward and engaged to

complete his task

Promote new Features

• Bring new functionality up front above the fold

Define Hero of the Page

Search is Hero

• Search & Quality data is hero

Seductive Design

• "The seducible moment can happen only when users have completed at least part of their original quest. It's difficult to lure users away until they've reached this (self-defined) point; before that, they will simply ignore distractions.“

• When users go looking for information, they have a goal. A successful seduction depends on both the context and the strength of the goal: users won’t be deterred until they’ve accomplished some or all of their goal.

Seductive Design- EG

• The concept of the seducible moment argues against placing web ads in their traditional place at the top of a page. Users seem more willing to be seduced if an ad appears after they’ve found the information they’re most interested in.

• 99acres E.g -

Challenges

• Page sizes.. How much is right – The KB fights

• Browser compatibility and resolutions --- 1024 or 800 ?

• Page constructions.. What to load first.- content or actions

• Agile process… Do we have time for U-test, card sorts

• Click through paths, Web statistics

So What ?

Is Customer Centered Design Bad ?

Does it imply that if we Design for business objectives and merchandising then we are no longer the users’ advocates and start acting like aggressive and manipulating sales people?

strategy

• Persuasion architecture is a particular way of communicating your prospective users to take the action you want them to take & they take it because they understands that action is in their best interest.

• Ultimately, buyers who realize afterward that they’ve been manipulated won’t buy again

Thanks !

sameerhere@yahoo.com