CUA of the Month – February, 2016

Jason Marcus
“I love sharing my usability knowledge with colleagues. The CUA/CXA training has given me the ability to speak clearly and with authority on the value of UX. Moving forward as a team to achieve our goals has been very exciting because the test results have been remarkable.”
 
Jason Marcus

Senior Associate – Website Conversion Optimization
Bed Bath & Beyond

UX Turbocharged

by Jim Garrett

Jason Marcus started out at Verizon Wireless and moved into ecommerce while getting his MBA. He then took the CUA and CXA in succession this past year and joined Bed Bath & Beyond. He is in a senior associate position in website optimization, essentially product management and usability.

Can you give some details on your role there?

I interpret the voice of the customer data to come up with online A/B and multi-variate test plans. We come up with theories about what we test and then I work on getting those test plans prioritized. What is really great is that I get to handle the prospects of managing the project from analysis of enhancement requests to prioritization to kick off to post launch to scaling up to all traffic. It gives me a really good view of all the different projects and the different nooks and crannies of the websites that we are managing, in addition to where the current technological boundaries are and where we feel they should be.

The teams I collaborate with often are the development team, the design team, the merchant team, and IT to make sure that we are bringing everybody’s perspective to the table. By clearly defining the enhancement requirements, I am taking different stakeholders’ perspectives into account and ensuring resources are used effectively as we sprint toward our launches. Using the concepts from my CUA/CXA trainings helps me clarify what’s needed to build impactful UX improvements.

Are you championing different products or just different processes on the web?

I would say that it is the combination of both. Definitely managing a very rigid and collaborative process, or whatever it takes to get an enhancement up on our sites because it is not just Bedbathandbeyond.com, it is also Buybuybaby.com. I project manage every enhancement that launches on the testing platform, so every day I am learning new things about the sites we manage.

How do you test?

First thing is to analyze the data, find out what our customers are doing online and what the traffic looks like. The marriage of those pieces together is our sweet spot. Then we prioritize the test and we have a kick off to get everyone on the same page. We define the requirements, metrics, risks, and next steps. Then we get it designed and developed, which is when I really get to use the expertise I built up from experience and training from HFI. Once I finish collaborating with the designers and developers on what the optimal UX is, I build the campaign and focus on quality assurance to make sure the experience is free of bugs. Then we notify all stakeholders that the test launched—so they don’t think there is a problem with the site—and share the results with everyone.

Are you working on any particular product or projects that you are allowed to talk about at this time?

A really good one that I am leading is a holistic test of content in new places on the site. It’s so important to ensure we are communicating the right message at the right time and in the right place to our customers. That is a major project I am driving the strategy for, and so far we are getting very interesting results which will drive our content strategy for years to come.

As you are involved with this process from beginning to end? What do you feel is the most critical part?

Yes, I am involved with the process from beginning to end, and I believe the most critical component of the process is collecting the voice of the customer data. The reason I say that is because it really allows me to use the usability knowledge I have about being able to understand how customers are using the website. I collect the voice of the customer data, analyze it, and drill down to find out what the customers actually think when they are giving these surveys. Part of the challenge, and I learned this from CUA training, is that these surveys can be really up for interpretation. So it’s important to have the skills to deeply understand users to effectively investigate what is noise, and what is actual useful information for us to help enhance the website.

Have you found anything from data that has really surprised you, that is different from what you thought it would be?

We had this one project where I was gathering information about what customers were talking about as we were offering a certain type of coupon that did not make sense to the customers from a UX perspective. It was sort of a challenge for customers to use this certain type of coupon that we were offering. When I went into the customer data, I was able to quantify what the ROI would be for making this enhancement and I managed that project from start to finish. We saw an improvement in our voice of the customer dashboard, so the team was really proud of that project.

Is there anything you carried over from the CUA and CXA into your work?

Yes, absolutely. CUA training in institutionalizing omni-channel strategies, online UX strategy, and accessibility challenges really helped me to understand how customers interact with our different channels. In thinking about omni-channel strategy and thinking about mega trends and micro trends was especially helpful for me because it puts things like social, mobile, and video into trend categories to help us understand how impactful they can be. The shift towards mobile specifically is a major trend, but then we also have all these relatively small micro trends like integration of social networks and user generated content (UGC). The merging of digital and physical experiences is being driven by the ubiquity of smart phones. We need to make sure that we are empowering our customers to have great digital and physical experiences by reminding customers of all the rich choices they have. We partner with the store channel team a lot to ensure we never lose sight of the importance of choice in the modern day buying process.

Where do you derive the most satisfaction in your work?

I love sharing my usability knowledge with colleagues. The CUA/CXA training has given me the ability to speak clearly and with authority on the value of UX. Moving forward as a team to achieve our goals has been very exciting because the test results have been remarkable. The future for our team is very bright.

CUA of the Month

Each month we highlight the successes and achievements of a different member of our CUA community. If you are a Certified Usability Analyst and would like to be considered for CUA of the Month recognition, please send a brief professional bio to hfi@humanfactors.com

Privacy policy

Reviewed: 18 Mar 2014

This Privacy Policy governs the manner in which Human Factors International, Inc., an Iowa corporation (“HFI”) collects, uses, maintains and discloses information collected from users (each, a “User”) of its humanfactors.com website and any derivative or affiliated websites on which this Privacy Policy is posted (collectively, the “Website”). HFI reserves the right, at its discretion, to change, modify, add or remove portions of this Privacy Policy at any time by posting such changes to this page. You understand that you have the affirmative obligation to check this Privacy Policy periodically for changes, and you hereby agree to periodically review this Privacy Policy for such changes. The continued use of the Website following the posting of changes to this Privacy Policy constitutes an acceptance of those changes.

Cookies

HFI may use “cookies” or “web beacons” to track how Users use the Website. A cookie is a piece of software that a web server can store on Users’ PCs and use to identify Users should they visit the Website again. Users may adjust their web browser software if they do not wish to accept cookies. To withdraw your consent after accepting a cookie, delete the cookie from your computer.

Privacy

HFI believes that every User should know how it utilizes the information collected from Users. The Website is not directed at children under 13 years of age, and HFI does not knowingly collect personally identifiable information from children under 13 years of age online. Please note that the Website may contain links to other websites. These linked sites may not be operated or controlled by HFI. HFI is not responsible for the privacy practices of these or any other websites, and you access these websites entirely at your own risk. HFI recommends that you review the privacy practices of any other websites that you choose to visit.

HFI is based, and this website is hosted, in the United States of America. If User is from the European Union or other regions of the world with laws governing data collection and use that may differ from U.S. law and User is registering an account on the Website, visiting the Website, purchasing products or services from HFI or the Website, or otherwise using the Website, please note that any personally identifiable information that User provides to HFI will be transferred to the United States. Any such personally identifiable information provided will be processed and stored in the United States by HFI or a service provider acting on its behalf. By providing your personally identifiable information, User hereby specifically and expressly consents to such transfer and processing and the uses and disclosures set forth herein.

In the course of its business, HFI may perform expert reviews, usability testing, and other consulting work where personal privacy is a concern. HFI believes in the importance of protecting personal information, and may use measures to provide this protection, including, but not limited to, using consent forms for participants or “dummy” test data.

The Information HFI Collects

Users browsing the Website without registering an account or affirmatively providing personally identifiable information to HFI do so anonymously. Otherwise, HFI may collect personally identifiable information from Users in a variety of ways. Personally identifiable information may include, without limitation, (i)contact data (such as a User’s name, mailing and e-mail addresses, and phone number); (ii)demographic data (such as a User’s zip code, age and income); (iii) financial information collected to process purchases made from HFI via the Website or otherwise (such as credit card, debit card or other payment information); (iv) other information requested during the account registration process; and (v) other information requested by our service vendors in order to provide their services. If a User communicates with HFI by e-mail or otherwise, posts messages to any forums, completes online forms, surveys or entries or otherwise interacts with or uses the features on the Website, any information provided in such communications may be collected by HFI. HFI may also collect information about how Users use the Website, for example, by tracking the number of unique views received by the pages of the Website, or the domains and IP addresses from which Users originate. While not all of the information that HFI collects from Users is personally identifiable, it may be associated with personally identifiable information that Users provide HFI through the Website or otherwise. HFI may provide ways that the User can opt out of receiving certain information from HFI. If the User opts out of certain services, User information may still be collected for those services to which the User elects to subscribe. For those elected services, this Privacy Policy will apply.

How HFI Uses Information

HFI may use personally identifiable information collected through the Website for the specific purposes for which the information was collected, to process purchases and sales of products or services offered via the Website if any, to contact Users regarding products and services offered by HFI, its parent, subsidiary and other related companies in order to otherwise to enhance Users’ experience with HFI. HFI may also use information collected through the Website for research regarding the effectiveness of the Website and the business planning, marketing, advertising and sales efforts of HFI. HFI does not sell any User information under any circumstances.

Disclosure of Information

HFI may disclose personally identifiable information collected from Users to its parent, subsidiary and other related companies to use the information for the purposes outlined above, as necessary to provide the services offered by HFI and to provide the Website itself, and for the specific purposes for which the information was collected. HFI may disclose personally identifiable information at the request of law enforcement or governmental agencies or in response to subpoenas, court orders or other legal process, to establish, protect or exercise HFI’s legal or other rights or to defend against a legal claim or as otherwise required or allowed by law. HFI may disclose personally identifiable information in order to protect the rights, property or safety of a User or any other person. HFI may disclose personally identifiable information to investigate or prevent a violation by User of any contractual or other relationship with HFI or the perpetration of any illegal or harmful activity. HFI may also disclose aggregate, anonymous data based on information collected from Users to investors and potential partners. Finally, HFI may disclose or transfer personally identifiable information collected from Users in connection with or in contemplation of a sale of its assets or business or a merger, consolidation or other reorganization of its business.

Personal Information as Provided by User

If a User includes such User’s personally identifiable information as part of the User posting to the Website, such information may be made available to any parties using the Website. HFI does not edit or otherwise remove such information from User information before it is posted on the Website. If a User does not wish to have such User’s personally identifiable information made available in this manner, such User must remove any such information before posting. HFI is not liable for any damages caused or incurred due to personally identifiable information made available in the foregoing manners. For example, a User posts on an HFI-administered forum would be considered Personal Information as provided by User and subject to the terms of this section.

Security of Information

Information about Users that is maintained on HFI’s systems or those of its service providers is protected using industry standard security measures. However, no security measures are perfect or impenetrable, and HFI cannot guarantee that the information submitted to, maintained on or transmitted from its systems will be completely secure. HFI is not responsible for the circumvention of any privacy settings or security measures relating to the Website by any Users or third parties.

Correcting, Updating, Accessing or Removing Personal Information

If a User’s personally identifiable information changes, or if a User no longer desires to receive non-account specific information from HFI, HFI will endeavor to provide a way to correct, update and/or remove that User’s previously-provided personal data. This can be done by emailing a request to HFI at hfi@humanfactors.com. Additionally, you may request access to the personally identifiable information as collected by HFI by sending a request to HFI as set forth above. Please note that in certain circumstances, HFI may not be able to completely remove a User’s information from its systems. For example, HFI may retain a User’s personal information for legitimate business purposes, if it may be necessary to prevent fraud or future abuse, for account recovery purposes, if required by law or as retained in HFI’s data backup systems or cached or archived pages. All retained personally identifiable information will continue to be subject to the terms of the Privacy Policy to which the User has previously agreed.

Contacting HFI

If you have any questions or comments about this Privacy Policy, you may contact HFI via any of the following methods:
Human Factors International, Inc.
PO Box 2020
1680 highway 1, STE 3600
Fairfield IA 52556
hfi@humanfactors.com
(800) 242-4480

Terms and Conditions for Public Training Courses

Reviewed: 18 Mar 2014

Cancellation of Course by HFI

HFI reserves the right to cancel any course up to 14 (fourteen) days prior to the first day of the course. Registrants will be promptly notified and will receive a full refund or be transferred to the equivalent class of their choice within a 12-month period. HFI is not responsible for travel expenses or any costs that may be incurred as a result of cancellations.

Cancellation of Course by Participants (All regions except India)

$100 processing fee if cancelling within two weeks of course start date.

Cancellation / Transfer by Participants (India)

4 Pack + Exam registration: Rs. 10,000 per participant processing fee (to be paid by the participant) if cancelling or transferring the course (4 Pack-CUA/CXA) registration before three weeks from the course start date. No refund or carry forward of the course fees if cancelling or transferring the course registration within three weeks before the course start date.

Individual Modules: Rs. 3,000 per participant ‘per module’ processing fee (to be paid by the participant) if cancelling or transferring the course (any Individual HFI course) registration before three weeks from the course start date. No refund or carry forward of the course fees if cancelling or transferring the course registration within three weeks before the course start date.

Exam: Rs. 3,000 per participant processing fee (to be paid by the participant) if cancelling or transferring the pre agreed CUA/CXA exam date before three weeks from the examination date. No refund or carry forward of the exam fees if requesting/cancelling or transferring the CUA/CXA exam within three weeks before the examination date.

No Recording Permitted

There will be no audio or video recording allowed in class. Students who have any disability that might affect their performance in this class are encouraged to speak with the instructor at the beginning of the class.

Course Materials Copyright

The course and training materials and all other handouts provided by HFI during the course are published, copyrighted works proprietary and owned exclusively by HFI. The course participant does not acquire title nor ownership rights in any of these materials. Further the course participant agrees not to reproduce, modify, and/or convert to electronic format (i.e., softcopy) any of the materials received from or provided by HFI. The materials provided in the class are for the sole use of the class participant. HFI does not provide the materials in electronic format to the participants in public or onsite courses.