Published on December 14, 2013
First Impressions Matter: LeanUX Design of Landing Page ‘13 @mariosakata (Courtesy of Jefrey Bulla) Lean Startup Machine Tokyo | Dec 13th-15th 2013
User Experience & User Experience Design
What’s the point? UX Design is NOT new
What’s the point? UX Design is NOT time consuming
What’s the point? UX Design IS added value
What’s the point? KNOW the User ⌃ UNDERSTAND
What’s the point? Think in their WORKFLOW
What’s the point? Speak in their LANGUAGE
Why? • There is an intended behavior we want to create. • We have no direct control over user behavior. • Design gives us means to control the contextual environment and evaluate the resulting eﬀect.
Why? “Customers don’t care about your solution. They care about their problems.” - @davemcclure
First Touchpoint Experience Customers are increasingly using the web as ﬁrst touchpoint. *Winning the Zero Moment of Truth (ZMOT) First impressions are 94% design related; positive ﬁrst impressions lead to higher satisfaction. *Persuasive Design of Des:na:on Web Sites: An Analysis of First Impression *Users love simple and familiar designs – Why website need to make great ﬁrst impression
“Powers of 10” 0.1sec: Form ﬁrst impression about a website. 1sec: Stay focused on their current train of thought. 10sec: Often leave the website. 1min: Able to complete simple task. 10min: Long visit to a website. (Cont’d) *Powers of 10: Time Scales in User Experience
Starting Point of Journey *User Experience Journey Map
Create & Encourage Emotional Connection Build ‘Memorable’ Website
Create & Encourage Emotional Connection What’s ‘Memorable’?
Create & Encourage Emotional Connection Attractive *Plutchik’s Emo:on Wheel
Create & Encourage Emotional Connection Useful
Create & Encourage Emotional Connection Empathy
‘Emotional’ Landing Page
Simpliﬁed Layout Headline • Key Beneﬁt • Key Beneﬁt • Key Beneﬁt Social Proof Large Graphic ççèè éé êê Call-to-Action
Headline First thing read for customers to search for speciﬁc solution to their problem. *Airbnb Big Picture Hypothesis = Solution Hypothesis = Value Proposition
Key Beneﬁts How does your product or service beneﬁt the customer? *Instagram
Large Graphic Image high-lighting product and conveys happy customer experience. *Square
Social Proof Social networks to establish credibility and trust by building multitouchpoints.
Call-to-Action Solicit one clear action that tests your riskiest assumptions. *Flickr Total number and ratio of early adaptors, interests, etc.
Questions to be answered Stimulus Awareness Relevance Who is this for? How long will this take? What should I do next? Where should I go next? How should I do it? *ARCS Model Conﬁdence Satisfaction
Lean Startup + User Experience
LeanUX * LiU of Pi
LeanUX LeanUX book is coming out in Japanese next month!
LeanUX Thinking Collaborative, Transparent, and Demystify.
LeanUX Thinking Documents don’t solve customer solutions.
LeanUX Thinking Build the right ‘it’ before build ‘it’ right.
Make An Assumption of Your Customers Name and Picture What does the persona look like? What’s the persona’s name? Characteristics What are the persona’s relevant characteristics? Need and Pain Why the persona want to use the product ? *Persona Sets
Make An Assumption of Your Customers
Test Your Ideas *Lean ways to test your new business idea
Test Your Ideas
How’s his/her journey? *User Experience Journey Map
Don’t blow it • The headline is everything and will probably have the biggest impact on conversions—A/B Split Test the Headline. • Don’t speak about your product or function, speak about your vision. • Don’t be lazy about the page design. Polish = Credibility. • People don’t read. Keep copy clear & concise.
Memorable Landing Page Attractive Makes you feel… Useful Helps you do… Empathy Says about your…
CPS Evaluation Problem Change Hypothesis KPI Setting Points of Improvement No Data Make an assumption Planning With Data Identify pattern Customer Change Target User Success! Solution Pivot or Die Hypothesis User Research Planning Execute Evaluation
First Impressions Matter: LeanUX Design of Landing Page @mariosakata
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