Experience Principles

Unbounce 2020

Experience principles are the fundamental needs of the user within our application. Users evaluate all capabilities of our product through these dimensions. Interactions or experiences that utilize these Principles will be considered of high value to the user.

The last ethnography study that we facilitated as a UX team was done in early 2017 and at this point in time dated and our target segments have shifted. We were esentially going down a dangerous path of designing blindly in 2020.

As a result the UX team conduced a Ethnographic study in the summer of 2019. We interviewed and observed 22 participants as part of our study. The study generated 2550 data points based on customers and non-customers from our target segments ███ , ████ and ███. This knowledge was rounded of with prior usability studies, customer interviews and concept tests.

All of this data allowed us to generate deep insights into motivations, behaviours and pain points for our users. It helped us fully frame situations our users were facing in their day to day.

There are three experiential principles: Save Me Time, Help Me See Opportunity and Work With My Tools. These are shared universal guideposts that Unbounce teams use to inform anything they create that a user will interact with.

Team

Denis Suhopoljac (design director), Alecia Morris (director of ux), Ricky Knight (ux manager), Sarah Gillis (senior product designer), Shawna Jones (senior product designer), Rebecca Preston (product designer)

Deliverables

Interviews, Recordings, Data Points, Participant Posters, Affinity Mapping, User Archetypes and Experience Principles.

Due to the sensitive nature of the content of this project, you are seeing a redacted version of the Experience Principles. If you wish to know more about the process reach out via email d[at]heysuho.com.

unbounce-experienceprinciples-2020-save-me-time

SAVE ME TIME

“ I never have enough time to get through my ██ ███. Any tool I use must respect my ███ and increase my ████ so I can better focus my ███ on other ████.”

Situations They Are Facing

  • Analyzing ██ is difficult + ██ ████ (e.x. Trying to figure out why someone dropped off after █ ███.
  • They feel like there is no time to be proactive with ██
  • It’s challenging to get ███ (███, ██, ██) ready quickly.
  • “Why don’t you do the ███ for us? You know what converts?”
  • “███ ███ are challenging. Getting it ██ out it takes ████. Whenever design is involved scope gets out of control.”
  • “ My challenge with the ██ was ███. I'm not a ███ so it was hard for me to make it ██ ██.”

How To Apply This Principle

  • ████ want us to do the “grunt work” for them
  • Look for ways to ████ ██ for ██
  • Help ███ learn ██
unbounce-experienceprinciples-2020-show-me-opportunity

HELP ME SEE OPPORTUNITIES

“Understanding my ██ is difficult. I need to see ██████ when they ███ and be able to ██. I need to █████ my ████ ███, who my ██ █████ are, and I need to know more than ██ and ██ ███.”

Situations They Are Facing

  • Analyzing ██ is difficult + ██ ████ (currently a ████ process of going from ████ to █████ & ████ manually in ███)
  • "[Attribution] is so freaking complex it's not even funny.”
  • Lack of ████ into what is really ███ makes it ██ to know where to ██ ████ ██.
  • Hard to ███ & ███ quickly, when they have to ███ ██ to ███ ██.

How To Apply This Principle

  • Don’t deliver “██ ██”. Get them as far through the █ ██ as possible.
  • Show them where they should ███ their ███
  • Help them ███ their ███ & get more of the ██ ██ (███ / conversion ███, ███ ███, ████)
  • Make them a ██ ████
unbounce-experienceprinciples-2020-work-with-my-tools

WORK WITH MY TOOLS

“I need █ ██ to be ███ and my ████ current so I’m never ████. Everything in my ████ ██ is my ███ and ███ has to work together so I can be the most effective.”

Situations They Are Facing

  • “Our campaign started with ███ and ██ █ that lead to the ███ ██. Then the ███ gets a ██ via ███, then a followup ██ a few days later, then ███ reminds us to follow up.”
  • Our top ██ with ██ are: aggregating ██ from ███ ███ and finding the right ████
  • Each participant uses between 10 - 20 ███ to get ██ █ ██

How To Apply This Principle

  • Work nicely with their █ ███, ██ platforms & █
  • Ensure the way we structure our ██ & █ enables our ████ to get what ██ ██ ███ frustration
  • Make the ███ ███ when ████ with other ██

Denis Suhopoljac
design director

Denis Suhopoljac
design director

Email —
d[at]heysuho.com

Email —
d[at]heysuho.com