Prepping for Usability Test

W8

MNGT 136

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Collecting Data on a Usability Test:

Record Your Sessions: This creates the opportunity to exam the session again to go over critical issues to analyze how the participants went through the task.

Video or Audio Recordings: Either will help to break down the tasks after the participant has left. Also, this will is a powerful tool to show anyone in the company that needs to view the findings.

Post Task Questions: Talking to the participants immediately after finishing the tasks, while the experience is fresh in their minds, to get feedback about the experience is an excellent opportunity to add more unbiased notes to the final report.

Time on Task: The length of time takes the participant to complete the task. When multiple participates are used then find the average length of time for each task.

 Explain the process of reporting data from the usability test:

  • After the test sessions, take time to make notes of observations and which problems arose that need to be addressed. Also what steps are going to be implemented to fix the issues.
  • If multiple participants were used, then gather all the notes to make a collective list of issues to address.
  • Now organize the list into the top 10 most pressing
  • Rate the list with #1 being the most critical to be addressed first.
  • From the list:
    • Brainstorm fixes for each issue
    • Who’s going to make the fix
    • Any resources that will be needed for the fix

Recruiting for a Usability Test:

When recruiting  participants for a usability test, there are many clever ways to resource people like Craigslist, Facebook, Twitter, or other social media platforms. Other possibilities are your local Facebook community groups, ask friends and family, or parents from your kid’s sports/scouts group.

Talking to Participants:

I would follow Steve Krug’s recommendations for prepping the participants in the test. Have Steve’s script in hand to facilitate the session and begin with letting them know the test is not about them but the website, to put them at ease.

 

What is the “Reciprocity Principle” of marketing?

W8

MNGT 138

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What is the “Reciprocity Principle” of marketing?

This has to do with the psychology of relationships, otherwise defined as a human need, that we are compelled to give something back when a gift is received. So using this concept in marketing, when the buyer receives something free from the seller, the buyer feels indebted to do something back such as making a purchase.

Though to best utilize this principle in marketing, is for the business to create a ‘gift’ of significant value for the customer. This is a powerful way to introduce your business to new audiences but also to create loyalty for your already established customers/clients.

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What 9Round currently uses for their reciprocity principle is 1 free workout to try their services. If I was to implement a new marketing strategy, I would change this offer to “Try 9Round 10 days for free!”

With just one free workout that is 30 minutes, there is no way that the all many potential best benefits of using 9Round could not be experienced within the 30 minutes to convince the new person into committing to a membership. The conversion rate from 1 free trial to a life-long member, could possibly not be the best numbers that the owners are hoping to achieve.

With 10 days free, the customer will get more time to meet other staff members, meet members of the gym and begin to develop relationships within their community. As the 10 days go along, they will begin to develop a new habit of incorporating 9Round into their daily routine. The customer will see more value in committing to this ‘community’ than just paying for a membership.

Customer Service in Problem Solving

W7

MNGT 136

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For this assignment, we are given a scenario; that as a web designer significant issues are discovered in the testing. The client does not want to pay any more to fix the problems and just “roll” with the site as it is. How would I deal with the problem?

In my Customer Service class, a student had described a company’s service he had received as “Customer Service on Steroids.” I took his point as a mantra I wanted for future business.

So, I will be referencing the steps I have learned in that class.

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First of all, I would like to say; I am hoping to make any situation as a “win-win” for all involved. To best resolve issues by keeping everyone’s dignity intact, and also have all involved feel that there is some sort of satisfaction for the end results.

The Problem-Solving Process:

  1. Identify the Problem: Begin the problem-solving process with apologies for any inconvenience that they have felt caused by you or your organization. Taking responsibility will show your client you are aware there is an issue, and you are working to resolve the situation. Then gather information about the issues at hand that need to be dealt with to resolve.
  2. Compile and Analyze the Data: To efficiently determine a course of action, you need a thorough understanding of the problems.
  3. Identify The Alternatives: Let the client know you are willing to work with them to find an acceptable resolution to the issue.
  4. Evaluate the Alternatives:
    1. What is the most efficient way to solve this problem?
    2. Which are the most effective options for solving these problems?
    3. Will the options being considered solve the problem and satisfy the customer?
    4. Will the selected alternative create new issues?
  5. Monitor the Results: Once a decision has been made, monitor the effects of the results. Do not assume that your client is satisfied, especially if any negotiation has taken place to resolve the issues.

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Also, keep in mind, that rolling with the site with issues, could become a calling card of the work you did, and could possibly affect future business. So finding a win-win situation to find a solution for all involved is critical for their business and yours.

Reference

Lucas, R. W. (2015). Customer Service Skills for Success(6th ed.). New York, NY: McGraw Hill Education.

Something From Nothing

W7

MNGT 138

 

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My experience of making “something from nothing” begins with my learning curve! Creating can be fun when I understand my goals for what I have been given as a task. Sometimes, the process can feel like I am asked to rewire car and just go with it…well then, I will find the development hard to get started.

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Finding my voice in how I want to share my ideas

When the creative juices are flowing, all craziness can kick in because there are no limitations to the method. Many times, I will look for images related to the task at hand, for inspiration in the project. I will write some phrases or sentences to key points I want to make sure is added to my project.

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I will then take a break from the project, clear my head and come back to see if what I was brainstorming still makes sense for the point I was trying to make.

Then the process goes into organizing the craziness into something that has a function.

Usually, when I reread the instructions and realize I have gone off track, it is time to reign in thoughts that are out of focus or take out content that does not serve any purpose. Usually, some research needs to happen for when I am looking for better understanding of the project or the statement I want to come out of the process.

As the design begins to fall into some sort of organized structure, the light comes on. As I work out the bugs, polish up the words, and began to feel I have accomplished my goals, you can’t help but feel success!

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Email Newsletter Content

W6

MNGT 138

Topic: Email Newsletter Content

This weeks topic is to select content for creating an e-newsletter for a company we are following.


Note from the President:

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We are here to inspire and motivate you for your fitness goals.

At 9Round we have our certified trainers to work with you from the moment you walk in the door until you have accomplished your 30 minutes of total body workout.

We are striving to empower you for living the 9Round lifestyle!

– President

Get A free Introductory Workout

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Schedule your first workout now!

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Don’t need to punch the clock at 9Round, a kickboxing franchise in Arlington

By Vicky Hallett November 18, 2014

 

Here’s an idea that’ll knock you out: a gym with no class times.  At 9Round, a national kickboxing franchise, you show up whenever you want, put on your gloves and fight your way through a nine-station circuit. The 9Round location that opened this summer in Arlington has been such a smash that an additional four are coming to Northern Virginia. (And a D.C. location is in the works.)

Reference

Hallett, V. (2014, November 18). Don’t need to punch the clock at 9Round, a kickboxing franchise in Arlington. Retrieved February 07, 2018, from https://www.washingtonpost.com/express/wp/2014/11/18/dont-need-to-punch-the-clock-at-9round-a-kickboxing-franchise-in-arlington/?utm_term=.c70b3669c3f3

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How To Attract New Clients To Your Company

W6

MNGT 136

How To Attract New Clients To Your Company

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Coming up with new and relevant ways to expand your client base should be apart of your everyday operations in running your business.  Setting aside at least an hour a day just to focus on building your client base will be rewarded in sustaining a thriving business.

Have Friends With Benefits

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Finding resources from local businesses that have a relationship to your business but not your competition is win-win for all involved. For example, you have a business that requires a membership to receive your services and you are surrounded by other businesses. Talk to those business owners about providing a special discount to your members, and you will do the same for their customers.

Always Listen

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Talk to your client base, listen to what they are saying about you and your products. Your loyal customers will give you the inspiration for how to attract new clients.

 

Speak To Your Audience

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Checking data analytics to find your target audience is valuable to get your brand and message in front of your potential new customers and  to speak to the emotional needs that your services or products can provide to them.

Create An Irresistible Offer

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For effective marketing, you need to be able to answer the user’s question in one clear sentence.

“20 days for 20 dollars to find a new way to improve health!”

Close The Sale

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You must be able to provide enough information, answer questions and concerns, show value for your services and products so your potential new customers will buy with confidence.


References

Zissu, A. (2017, May 17). 6 Innovative Ways to Attract New Customers. Retrieved February 07, 2018, from https://www.entrepreneur.com/article/292748

Doyle, B. (2017, June 14). 8 Steps to Attracting New Customers. Retrieved February 07, 2018, from https://www.businessknowhow.com/marketing/attractclients.htm

Zulily Utilizing Their Branding Voice

W5

MGNT 136

 

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Zulily Utilizing Their Branding Voice

In order to boost the success of marketing efforts, it is necessary to have a strategic branding voice for your products & services. Good branding conveys emotional engagement to the target audience. The element of human engagement is also essential in the branding tone.


 

Taglines

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(Zulily’s current “Tagline.”)

Something Special Every Day

Zulily’s taglines expresses a vital brand feature referencing that they have sales and events every day for moms.

According to “Elements of a Successful Brand 2: The Tagline”;by Lee Frederiksen, Ph.D.; Lee explains what a Tagline should do:

A good tagline should elicit a response from its audience. It should do one or more of the following:

  • Clarify (what you do, how you are positioned, etc.)
  • Express an important brand attribute
  • Support your positioning
  • Help people recognize and remember you

Know Your Audience

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Find Your Niche to Speak too

Zulily’s branding is targeting moms with incredible prices on clothing, home décor, toys, gifts and more. They use colors that are softer, the fonts are simple and clean, and the brand feels fresh in the design. The website shares the  energy of happy toddlers. The overall design feels like a young mom lifestyle.


Emotional Engagement With Your Target Audience

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Zulily has partnered with Ben Towne Center for Childhood Cancer Research

This is how they  show empathy through their branding. They are an advocate for childhood cancer research. Partnering with an organization in their community has a strong emotional appeal to family and community.

This humanizing element to their branding strategy, shows the company has values, and a company that stands for something stimulates loyalty from their audience.

References:

2015, L. F. (2017, October 26). Elements of a Successful Brand 2: The Tagline. Retrieved February 02, 2018, from https://hingemarketing.com/blog/story/elements-of-a-successful-brand-2-the-tagline

 

Video & Podcasting

W5

MNGT 138

 Video and podcasting

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The company I chose to research is 9Round fitness is a specialized gym, fitness center & health club dedicated to circuit training with an emphasis on kickboxing fitness training.

 I am investigating if 9Round is using video & podcasting for marketing their business.


Podcasting

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BlogTalkRadio

I did find podcasting beginning from 2015 on BlogTalkRadio. Listening to the messages given was useful content about healthy food, the science of working out, and tips for working out. The messages from what I listened to could be “timeless” in a sense, that nothing within the conversation could be “dated” revealing to the listener it was 2 or possibly more years old, which could be recycled on a later date.

The turn-offs, literally I mean, I needed to turn it off because the audio sounded like a phone call into a radio station. The recording was rough, just not pleasant to listen too.

I cannot tell from Blog Talk Radio if using this platform worked for bringing in potential new clients. I would have a tough time being committed to listening to their messages because of the audio recording of the talks.


Video

9Round  is using YouTube to share information with ‘how-to,’ examples of workouts, and press interviews. Their videos are answering questions for people interested in trying out their circuit training program.

9Round videos categories:

  • 9Round workout video
  • 9Round hand wraps
  • 9Round review
  • 9Round fitness
  • 9Round commercial
  • 9Round results
  • 9Round transformation
  • 9Round pad drills

Customer Reviews

9Round has many videos of  people that shared their experiences of going and trying the workout.


9Round has done well with their videos in their marketing to educate, inform, entertain, and advertise their company. As for their Podcasting strategy, I could not tell if they considered this a success for ROI. Many studies have shown that the use of Podcasting in marketing plans can be beneficial, 9Round should consider moving their Podcasts to the more popular APPs like iPod.

STOP Designing & Look at the Website Through Visitor’s Eyes

W4

 MNGT 136

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STOP designing & look at the website through a visitor’s eyes to find and fix usability issues.

 

Is your design killing off visitors? Have you added everything that supposed to be on a website, and then some? Are you trying to be everything to everyone, and still you are not attracting new visitors or customers?

There are many common mistakes made in the design that do not enhance the visitor’s experience just frustrates them. Within seconds they left for the other guy’s website that has all their answers.


 

Make Information easy to find!

Visitors have questions they are seeking to find; if the answers are not clear, they will leave.

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Answers to Visitors Questions:

  • Product information
  • Pricing
  • Contact information
  • Other essential information on the website

 

Where are these answers? Are they above the fold? Can the visitor clearly spot where to go…or was there a clever title disguising the information?

Don’t Make Visitors Think!

  • Call to action is above the fold
  • Provide a clean layout
  • Make your navigation easy to follow
  • Visual grouping of relevant content

 


Space is Valuable is Used Correctly

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I like the concept of thinking of the website as real estate and inventory the value that each area has for the visitor entering your domain.

Having a good tagline is considered valuable real estate. Your tagline can be an efficient way to get your message across.

 

 

Get Rid of Distractions

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 Is the website screaming go away?

  • Popups are annoying
  • Clutter says to visitors; “ Too much of nothing you want to deal with, try another site!”
  • Videos that incorporate autopay send the visitors to exit the site!

Final Thought

 

Sometimes the design ego needs to wait in the hall because the visitor’s experience is what the website needs to be about.

Reflecting on my process of designing

W4

MNGT 138

My Fake Event:

Bend & Brew Yoga!

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Yoga to detox and Beer tasting to retox!


Reflecting on my process of designing a poster for class.

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What Did I Find Easy With Designing My Poster

What I found easy, in using Word to design a poster, was the “theme elements” area. I was able to scroll over each theme and the project instantly changed everything on the page, this helped to work on the visual aspects of using different fonts. Which moved the process along faster to find the font that expressed the right emotions I was looking to create.

For the colors, I again used Word’s palette to watch how I felt engaged with the message I was sharing. Again this moved the project along with the preselected color combinations. Though I was not ‘in love’ with the selections of hues, I was still able to find the combination for the design of my poster.

 

What Did I Struggle With Working With My Poster

  • Not knowing how to begin to put together a design project.
  • Not knowing how to use the templates without messing up the template, then the easy answer is to start over.
  • How to work pictures into a scene with everything shifting out of place.
  • If using pictures, how to blend the pictures white background out, so the picture does not look cut & paste.
  • Trying to make a template not look like a template.
  • How to use the design elements!

 


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I think what I could do to help with my creating something for digital media in the future is a design program for little kids! Really, something that guides you through the process. A design program for dummies that has a short learning curve with instructions that are; do this to make this.

(Huummm…the book looks advanced)

 

 

Putting together an idea on a poster project was satisfying in completing something to my target audience. I think I would enjoy the process better if I knew how to work design onto the page more efficiently.