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Cogapp's Head of User Experience ran a workshop on usability and fundraising at the Digital Communications for Charities Conference.
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Tactics for more efficient fund-raising through better user experience
Digital communications for charities 2009
21st January 2009
›
www.cogapp.com
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/ Pete Gale
Head of User Experience
/ Cogapp
23 years in business
100s of successful projects
User centred approach to development
Dedicated user experience & usability
consultancy team
A wide range of public sector, government
and charity clients.
Who we are Our clients
/ The British Museum
/ Macmillan Cancer Support
/ Arthritis Research Campaign
/ The Home Office
/ Transport for London
/ The National Portrait Gallery
/ The Institute for Philanthropy
/ BBC
/ National Environment Research Council
/ A major UK mobile & broadband provider
/ Shakespeare's Globe
/ The Department of Health
and many more...
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Overview
/ What do we mean by user experience?
/ Why is it important
/ Developing a business case for improving
user experience
/ Designing to meet the business case
/ Common issues and solutions
Tactics for effective fund-raising through better user experience
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Digital communications for charities 2009 January 2009Cogapp
What do we mean by user experience?
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Digital communications for charities 2009 January 2009Cogapp
User experience is not
1. just user interface design
2. just a step in the process
3. just about technology
4. just about usability
5. just about the user
6. expensive
7. bug fixing
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Digital communications for charities 2009 January 2009Cogapp
Defining user experience
• The sum of an individuals experiences with a product, service or organisation.
• In more concrete terms, for an online interaction:
~ Does it meet needs?~ Is it intuitive?~ Is it satisfying?
~ Does it conform to expectations?~ Is it in tune with touch points?
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Digital communications for charities 2009 January 2009Cogapp
Why is it important?
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Digital communications for charities 2009 January 2009Cogapp
Poor UX in online fund-raising
• Research in the US last year has shown that the majority of would be web donors never complete their gifts.
~ In some cases as many as 98% of visitors to an organisations donate page left without giving *
* Sea Change Strategies, December 2007
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Digital communications for charities 2009 January 2009Cogapp
What is the impact of that?
~ Reduce overall task completion
~ Increase support costs
~ Reduce loyalty
~ Lost transactions = lost relationships
~ Poor UX in business critical interactions will impact
revenue
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Digital communications for charities 2009 January 2009Cogapp
The business case for better user experience
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Digital communications for charities 2009 January 2009Cogapp
The steps to building a business case
Justify the results you expect, not the process of achieving those results
• Estimate the cost of the problem to your organisation
• Estimate the potential for improvement
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Digital communications for charities 2009 January 2009Cogapp
Sources of data
• Site statistics provide evidence of behaviour on your site.~ How many complete specific process?~ How many abandon, and at what point?
• Usability studies of the process:~ Pinpoint specific exit points & causes of problems.~ Build an understanding of the desired experience.~ Identify best practice examples. ~ Identify potential scope for improvement.
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Digital communications for charities 2009 January 2009Cogapp
Map out the user journey
Pulling it together
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Digital communications for charities 2009 January 2009Cogapp
Identify drop-out points
Pulling it together
17%14% 0%
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Digital communications for charities 2009 January 2009Cogapp
Pulling it together
17%14% 0%
Identify user experience issues
Issue 1Issue 2
Issue 3Issue 4Issue 5
Identify drop-out points
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Digital communications for charities 2009 January 2009Cogapp
Pulling it together
17%14% 0%
Rate their severityIssue 1 Issue 2
Issue 3Issue 4 Issue 5
Identify drop-out points
*******
***
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Digital communications for charities 2009 January 2009Cogapp
Pulling it together
Issue Drop-off Estimate potential for improvement Potential revenue
Issue 1 10% 0%
Issue 2 4% 100%
Issue 3 5% 50%
Issue 4 7% 75%
Issue 5 5% 25%
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Digital communications for charities 2009 January 2009Cogapp
Pulling it together
Issue Drop-off Estimate potential for improvement Potential revenue
Issue 1 10% 0% £0
Issue 2 4% 100% £15,000
Issue 3 5% 50% £9,000
Issue 4 7% 75% £19,500
Issue 5 5% 25% £4,500
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Digital communications for charities 2009 January 2009Cogapp
Designing to meet the business case
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Digital communications for charities 2009 January 2009Cogapp
How do we build a better user experience?
No-one gets it perfect first time, no one is that good, regardless of what they say:
“Iterative design, with its repeating cycle of design and testing, is the only validated methodology in existence that will consistently produce successful results.”Bruce Tognazzini, Nielsen Norman Group
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Digital communications for charities 2009 January 2009Cogapp
Building a better user experience?
User Research
Concept-level wireframes
User Test
Refinement
User Test
Document
iterative revisions
Create & Build
iterative revisions
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Digital communications for charities 2009 January 2009Cogapp
Common user experience issues
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Digital communications for charities 2009 January 2009Cogapp
What sor t of problems should you look for?
• Approaching~ Issues relating to first engagement with the process~ Issues that may prevent people from attempting the task.
• Interacting~ Issues that may cause people to abandon the task~ Issues that may cause errors within the task
• Ongoing~ Issues relating to the ongoing relationship
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Digital communications for charities 2009 January 2009Cogapp
Cost benefit evaluation
• Balance cost and benefit..
~ Reinforce motivation to act
~ Show how easily or quickly a task will be
accomplished
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Digital communications for charities 2009 January 2009Cogapp
Behavioural norms
• We like to behave as others do.
~ Increasing the visibility of user activity can act as a powerful persuasive tool.
~ Ensuring behavioural norms for the site are quickly established to support the site’s objectives.
~ Just like a sponsorship form
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Digital communications for charities 2009 January 2009Cogapp
Apparent complexity & scaled interaction
• Many will abandon an interaction that seems
more complex than expected.
~ Any interaction should always be as simple
as possible.
~ The first steps should always be the
simplest.
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Digital communications for charities 2009 January 2009Cogapp
Only ask for what you absolutely need
• Only ask for the minimum information necessary to
process the interaction
~ Be careful not to overload and clutter your pages.
~ Keep forms as simple as possible.
~ Don’t ask for registration to complete transactions.
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Digital communications for charities 2009 January 2009Cogapp
Justify the information you do need
• When asking people to enter personal data, consider explaining the
reasons why it is needed.
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Digital communications for charities 2009 January 2009Cogapp
Handle er rors gracefully and clearly
• Where possible, errors should be anticipated and handled seamlessly
~ Those errors that cannot be handled by the back-end should be clearly
highlighted.
~ Error messages should clearly identify the source of the error
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Digital communications for charities 2009 January 2009Cogapp
Alternate channels
• Not everyone is happy to conduct
transactions online
~ Where possible, provide alternate
channels for those unwilling to
complete transactions online.
~ Ensure alternate channels provide a
unified experience with the online
experience.
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Digital communications for charities 2009 January 2009Cogapp
Conform to interface conventions
• Increasingly, conventions are being established for a
number of interactions.
~ Where possible, any interaction should conform to
existing conventions.
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Digital communications for charities 2009 January 2009Cogapp
Finally, the ongoing relationship
• When people have completed tasks, don’t leave
them hanging
~ Task completion provides an ideal opportunity
to introduce new topics and build the ongoing
relationship.
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Digital communications for charities 2009 January 2009Cogapp
Any questions?
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