How does UX design change when you are dealing not only with implants and a whole ecosystem of stakeholders, but when your results have a very real impact on someone’s quality of life?

Originally published on True North.

In late 2015 a major bank used a combination of Loop¹¹ and Axure to create and test some new prototypes aimed at improving the user experience for their internet customers.

A prototype is a mid to high fidelity representation of the final user interface. In this instance the prototypes, while looking like a polished website, only contained two or three elements per page which the user could click on. By limiting the potential paths and interaction points a user could engage with the bank opened the doors to a rapid testing cycle where they weren’t bogged down by code and irrelevant functionality.

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The Net Promoter Score – aka “NPS”. We’ve all heard about it and most of us have probably used it in a project before to measure positive word-of-mouth about a brand or website. NPS seems pretty straightforward to measure right? You just ask respondents how likely they are to recommend something on a scale. Easy! Right?

NPS is a popular marketing metric, but what is a good score? We were interested in finding benchmarking data to feed back to our users but we noticed that not everyone uses the same scale when asking the NPS question.

What we uncovered was both unexpected and fascinating.

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Many of our users are often faced with what they presume is a difficult task – including JavaScript in their website. Sometimes it’s the daunting task of getting the IT department to implement the otherwise simple ‘copy and paste’, other times it’s concerns revolving around security, page load time or SEO. The good news is Loop¹¹’s JavaScript does not negatively impact any of those areas. In fact, your website most likely already has similar code inserted within it in the form of Google Analytics.

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Google Tag Manager is becoming an ever increasingly popular way for website owners to add JavaScript into their website without the assistance of IT departments or knowledge of coding.

Loop¹¹ can easily be added to your website utilizing Google Tag Manager. To do this follow these simple steps:

1. Log in to Google Tag Manager or create an account if you don’t have one already.
2. On the Overview Page, click “New Tag”.
3. Insert a name for the tag (e.g. Loop11). Then, under “Choose Product”, click “Custom HTML Tag” and then paste the Loop¹¹ Javascript into the ‘Configure Tag’ field. Tick the box called ‘Support document.write’ then click continue.
4. For ‘Fire On’ select ‘All Pages’ then click ‘Create Tag’.
5. When you’re ready to publish the changes, click ‘Publish’ in the upper-right corner.
6. To test the successful insertion of the code go to your Loop11 account and click on the preview link for your test.

At Loop¹¹ we have a lot of website traffic. We rate well in search engines and have a lot of potential customers visiting our website. Up until recently we have not made email collection a priority, however, this has increasingly become something that we view as more and more important.

So we devised an offering that was based around the tried and true method of offering an informative PDF and a free trial of our service. Creating something of value is the easy bit, getting people to voluntarily provide their email address is the hard bit. These days people tend to guard their email address more closely than they do their wallet or passport.

I had worked on other websites in the past and generally used SumoMe’s suite of tools, so I was aware of what was on offer. However, for our initial push we decided to use a combination of social media advertising and some landing pages using LeadPages.net.

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One of the advantages that you see as a first mover in a space is that you get to watch your industry grow as more and more services and competitors come online. Loop¹¹ was one of the earliest user testing SaaS offerings and has managed to stay at the top of the tree with our unique unmoderated online user testing service.

We have unabashedly been a quant first tool. That’s not to say you can’t do qualitative user testing research with Loop¹¹, you can. But we know what we are the best at and want to make sure we focus on delivering the highest possible service to our users.

What we’ve noticed, as more user testing offerings come online, is that they are either consciously being sly about whether they are quant or qual, or they don’t adequately understand the difference between the two.

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“How can good web design for a non-profit organization result in a better user experience, resulting in a higher likelihood of securing online donations?”

Charities are often excused from executing at the level expected of for-profit companies. However, due to the positive impact they can have a counter argument exists that charities should put just as much effort, if not more, into their conversion analysis and UX design.

Most charities don’t have the big bucks to compete for the top talent so we conducted this comparative study for anyone looking to improve their website.

So how does a non-for-profit organization get users to take action, and keep them coming back? Also, what are the crucial UX elements that, if got wrong, can cost you millions in donations?

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