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Realising the benefits
November 2012
Experience design
Philip Morton Senior Practitioner
Leslie Fountain MD
@foolproof_ux
A tale of spilt milk
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According to the designers
180% higher utilisation of coolers
125% delivery truck productivity
16% lower milk prices
According to the consumer
“It spills everywhere”
“The jugs have no real spout,
their unorthodox shape makes
consumers feel like novices at
the simple task of pouring milk” http://www.nytimes.com/2008/06/30/business/30milk.html
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How experience design cleans up
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Consumer and business-centric:
Collaborative and iterative
Evidence-based
Right product at right time
Multi-disciplinary skills and experience
Define Understand Ideate Envision Create
Thanks for coming
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Define experience design
Understand your pain points
Realise the benefits
Create competitive advantage
“If you don’t know where you are going,
you are unlikely to end up there.”
- Forrest Gump
Define experience design
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Beyond usability
…specified users achieve specified goals with
effectiveness, efficiency and satisfaction in a
specified context of use.
[ISO 9241-11:1998]
Focus on the user experience
Practice of designing products, systems and
services with a focus placed on the quality of the
user experience (UX).
[Wikipedia]
Defining the scope
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UX research vs. market research
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Understand your
pain points
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What keeps you up at night?
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How do I
double my
sales?
How do I get the
most out of my
marketing spend?
How do I
demonstrate the
return on my
spend?
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Doubling sales
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By increasing your advertising spend
By increasing conversions
But…
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The golden age of brand advertising
The brand is
what you say it is
CUSTOMERS The brand
message
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The age of the digital consumer
CUSTOMERS
The brand is
what they say it is © 2012 Foolproof Limited
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So let’s look at conversions
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Data at your fingertips:
There’s lots of it
Limited resource to analyse
Often misleading or missing data
Does not tell you why
20%
• Amend their orders
What’s your
strategy for
doubling
sales?
50%
• Buy 1 item
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That’s bananas
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Be careful of making decisions based on one
banana.
Gather business and user insight to inform
recommendations:
Stakeholder workshops
Competitor analysis
Primary user research
Realising
the benefits
The user
experience
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Some facts…
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80% of companies
surveyed by Bain & Co.
believed their experience
was superior
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Some facts…
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8% of their customers
thought so.
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The benefits of UX
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Increased
sales High conversion,
more competitive
products, more page
impressions
The
value of
UX Channel
migration Encourage
customers’ move to
more cost-effective
channels
Brand &
loyalty Loyalty from existing
customers, solid
reputation & word-
of-mouth
Reduced
support costs Fewer customers
will call for help
Differentiation Stand out in a
crowded market
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Introduction
Increased sales
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1. Early Learning Centre website, e-commerce site
30% increase in online orders
2. Guardian Unlimited, newspaper website
55% increase in traffic
3. Betfair website, online betting market
25% increase in registrations
4. Nationwide, internet bank transformation
10% growth year-on-year
Customer satisfaction tripled
Sales tripled
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Internet Bank transformation
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Internet Bank transformation
The results
10% year-on-year growth
26% reduction in support requests
200% reduction in paper
statements
Customer satisfaction levels
nearly tripled
Sales of new products through the
Internet Bank also tripled
22
“By putting the customer at the heart of
the design process, we could be
confident in the decisions we were
making, knowing that the people who
actually use the Internet Bank every day
were driving the design.” Kate Watson
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Experience design has made
Apple the most valuable
brand in the world.
Brand and loyalty
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Improve usability
Proactively market benefits of self-service
48%
Use e-mail to drive customers to self-service
Have phone agents train customers in self service
Offer monetary incentives to use self service
Advertise self service when callers are on hold
Have retail agents train customers on self service
Hide phone contact information on the Web
6%
7%
2%
14%
13%
11%
9%
Forrester asked, “How effective have the following tactics
been in shifting customers to self-service channels?”
Effective channel migration
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Create competitive
advantage
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Sustainable competitive advantage achieved by…
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Differentiation and value-creating
experiences that cannot be duplicated or
imitated.
A combination of attributes that are valuable,
rare, intangible and non-transferable.
Ability to deliver unprecedented customer
satisfaction through often conflicting
performance dimensions.
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Sustainable competitive advantage achieved by…
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@foolproof_ux
Experience is at the heart of Google’s DNA
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1. Focus on the user and all else will follow.
2. It’s best to do one thing really, really well.
3. Fast is better than slow.
4. Democracy on the web works.
5. You don’t need to be at your desk to need an answer.
6. You can make money without doing evil.
7. There’s always more information out there.
8. The need for information crosses all borders.
9. You can be serious without a suit.
10.Great just isn’t enough.
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You should be managing experiences, not messages
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“Consumers are getting smarter faster
than most organisations.”
“…We are in the age of peer to peer power over all
other forms of messaging.... The internet, mobile
and other advanced forms of communication are
allowing communities to form and gain power more
quickly than ever.”
Cluetrain Manifesto (cluetrain.com)
Pinko Marketing (http://pinkomarketing.pbworks.com/)
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A case in point
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Questions
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Full service UX offering
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Foolproof Flow
UX Strategy, planning
and advice
Complex interaction
design
Ideas & Innovation
Experience Design
Research & Insights
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Who we work with
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Foolproof Ltd.
Harella House Seebohm House
90-98 Goswell Road 2-4 Queen Street
London Norwich
EC1V 7DF NR2 4SQ
t. 0207 539 3840 t. 01603 230800
f. 0207 539 3841 f. 01603 760823
Leslie Fountain
Managing Director
t. 07554 881204
@LjkFountain
@foolproof_ux
www.foolproof.co.uk
Philip Morton
Senior Practitioner
t. 07799 882628
@philipmorton
Contact us