Brand chemistry's Adelaide HUG slide deck

1. March 2019
HUG Adelaide

2. What is a HUG?

3. 3

4. Hug
verb
ˈhəg
The best thing you can do
for yourself, and anyone else.

5. 5
...So what is a HUG?
Quarterly opportunity to:
Network
Learn
Gather ideas
Solve problems
...with free food!

6. This is a quarterly event, changing topics
Feedback forms: contribute to your event
Some theory, some practical examples
Your event, so we’re here to help you
succeed in inbound and on HubSpot.
Created for you

7. Reinhard Kirchner
Studio Lead and UX Specialist
Brand chemistry
Topic:
How UX can be improved with
Growth-Driven Design
Zoe Palmer
Managing Director
Brand chemistry
Topic:
How HubSpot CMS can support
your Growth-Driven Design
Today’s Speakers

8. Great User Experience (UX)
Leads to Conversion

9. Effort Money Website
=
Disappointment
+ +

10. What
is UX
Why
do you need it
How
does it impact
conversion
User ExperienceA.k.a (UX)

11. What is
UX? = UI

12. Source: The Panic Studio

13. Ease of use
Accessibility
Convenience
Defined by criteria such as
=
Source: Arekibo
It’s about how easily a website
or product allows a user do
what they want to do and also
enjoy doing it.

14. In order for your
Website to perform
at its peak
UX must be your
biggest priority

15. But why?
You know
you need it
before after

16. GOOD UX = CONVERSION = REVENUE = SUCCESS
Good UX directly impacts
the success of a company

17. Bad UX
Destroys Conversion It’s a common problem
in digital marketing.
Fortunately this can
be fixed.Conversion

18. Can’t find what you are
looking for
● Too much happening
on the page
● Eyes gets drawn in all
directions

19. Confusing navigation
● Too many options to
choose from
● Confusing labels

20. Overwhelming choices
● Too many focal points
and options
● Can’t figure out where
to go

21. Unresponsive website
● Content hidden
● Continuous scrolling
in all directions

22. Page loading...
Slow page load
● Wait for content to load
● Causes frustration
● Instant drop-off

23. =
● Not profiling your buyer
personas
● Ignore user data
● Competitors research without
validating it with user data
● Follow stakeholder agendas
and opinions instead of data
Terrible User
Experience
Poor conversion

25. High level analysis of your
website’s UX
- How do users feel?
- Easy to use?
- Portray clear picture of how
you can help?
- Easy to achieve intended
goal?
It’s a baseline for the type of
UX you want to create based
on the goals that needs to be
achieved.
Wondering how to
improve User
Experience on your
website?
Source: Blackbox Visual

26. Ta-da!
Growth-Driven Design
A.k.a (GDD)
A smarter systematic approach of
improving your website’s performance
based on real user data.

27. Traditional Website
Design is Broken
● High risk
● 3-6 month build time
● Budget spent upfront
● Built on assumptions
● Unpredictable results
● Often late & over budget
● Low risk
● 2-3 month build period
● Budget spent over time
● Built on data-driven decisions
● Optimization drives results
● Launch on-time & on-budget
Frustrating / Slow / Expensive / Produces Poor Results
GDD WebsiteTraditional Website

28. Growth-Driven
Design allows
you to
1. Launch quickly
2. Make impactful
improvements month
over month
3. Use real user data to
reach intended goals
4. Spread your investment
Source: JT Grauke for Focus Lab - Dribble

29. Strategy
Successful website
starts with a growth
strategy
Launch pad
Build a website that is
better than what you
have today
GDD = 3 Major stages
Continuous
improvement
Optimal performance
through constant
data-driven
optimisations.

30. 30
Strategy
The Goal
To understand your buyer
persona’s needs and frustrations
and decide how the website can
solve problems along their user
journey.
● Who are they?
● What challenges are they facing?
● What are their goals?
● Where does the website fit in as a
part of that?
Source: Ronald Rabideau - Dribbble

31. 31
1. Business goals
2. Website goals
3. Current challenges
4. Ideal customers
5. User journey
6. Brainstorm wish list
Discovery - Deep
dive into your
business
Source: Jason Fallas - Dribble

32. 32
1. Qualitative
2. Quantitative
3. Observational
4. Combination of all
UX research -
Understand your
audience

33. 33
Website
architecture
1. Content audit
2. Information grouping
3. Site map and outlines
of the structure
Source: Eric Miller - Dribble

34. Launch pad
The Goal
To quickly build a website that
looks and performs better than
what you have today, but isn’t a
final product.
● It’s a foundation on which you build and
optimise
● Launch quickly without sacrificing quality
● Collect data from real users interacting with
the website
● Equipped to make better data driven
decisions to improve your website.
Source: Nevena Milivojevic - Dribbble

35. Designs
Complete designs and
start gathering
feedback
Breath life into
your ideas!
Wireframes/
Prototypes
Plan structure based on
user needs and
objectives
Develop & Test
Build launchpad
website and test
extensively

36. Launch
baby!
Source: Faruk Aslan - Dribbble

37. Continuous
Improvement
The Goal
To identify the most impactful
ways to improve the website and
drive better results at this moment
in time.
● Launch Pad is live
● Collect real user data
● Start continuous improvement efforts
● Build high-impact items
● Gain momentum month over month
First, Let’s get laser focused!
Source: Marija Ristic - Dribbble

38. ● Set clear expectations with all
stakeholders
● Measure specific focus metrics
and report progress to goals
Ensure you focus your time &
effort on improving the most
impactful areas
Website Hierarchy

39. 1. AUDIENCE
Generating a continuous flow of unique
visitors to the website.
2. VALUE
Ensuring that all the items on the site
provide value to the user.
3. USABILITY
Is the site intuitive and easy to use so
users can unlock that value as quick as
possible.
4. CONVERSION RATE OPTIMIZATION
Reducing friction and steps in our
conversion funnels on the site to ensure
maximum conversion of a desired
behavior.
5. STICKINESS
Getting users to come back again and again
to solve other problems along their journey.
6. PERSONALIZATION
Do users get a highly contextualized
experience to best fit their wants, needs
and interests?
7. ASSETS
Developing new tools, resources, sections of
the website that users would be willing to
pay money for, but you offer for free.
8. PROMOTERS
After they experience the value, how do we
get users to bring all their friends to
experience it as well.

40. Plan Build Learn Transfer Repeat
The Step-By-Step Process
Once focus area has been determined its
time to move through a step-by-step
process to build items that will impact your
focus area

41. Plan Identify what are the most impactful items to
build or optimize at this point in time which
will help drive you towards your goals.

42. Prioritize and identify the highest impact items that
will boost performance in your focus area.

43. GDD Dashboard
IMPACT vs EFFORT vs URGENCY

44. ● Working in sprint with a
cross-functional team
● Run experiments
Build
It’s time to get things
done and build out the
action items that was
prioritised in the
previous planning step.
illustration
Source: FM ILLUSTRATION - Dribbble

45. Learn
Review experiments
you've run to extract
learnings about your
audience.
● It’s a critical step and often
overlooked
● Gain a deep understanding
of how to help audience
Source: Oleg Shcherba - Behance

46. Transfer
Share learnings with
other parts of the
company like marketing
or sales.
● Make recommendations on
how to improve
● Ask questions to pull insights
and fill gaps in your research
● Collaboration opportunities
Source: Jokūbas - Dribble

47. Repeat cycle
Continually repeat all
the previous steps and
build momentum each
time.
● Repeat cycle every two weeks
● Build new action items
● Hit “focus metric” goal
● Move to the next primary
focus
Source: Gal Shir - Dribble

48. Growth-Driven Design
Your gateway to success!
Start thinking differently about
building websites.

49. Thank You
The end

50. Hi Zoe,
Welcome back.
Here’s what we have for you
today.

51. Source: Source: Louis Wes | Dribble

53. Source: Source: Blackbox Visual | Dribble

55. Can we actually trust a
platform like this?

56. Source: Source: Alex Gorbunov | Dribble

59. Speed

61. Speed
www.websitegrader.com

62. Speed
Content Delivery Network

63. Source: Source: |* Dribble
Speed

64. Security
Source: Source: Mantas Gr | Dribble

65. Reliability
Reliability Guarantee
99.9%

67. Content Creation

68. Source: Source: Kirk! Wallace | Dribble

69. Content
creation:
templates

70. Content
creation:
templates

71. Content Optimisation

72. Content
creation: SEO
optimisation

73. Content
creation:
optimisation

74. Personalisation

75. Personalisation
Source: Source: Joey | Dribble

76. You can personalise by:
● Country
● Device Type
● Referral source
● Preferred language
● Contact list membership
● Lifecycle stage

77. Forms,
pop-up’s
and CTA’s

78. Live chat
and bots

79. HubSpot’s CRM

80. Questions?