how to create online experiences that people love - august 2011
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So what are the latest and greatest in online trends in New Zealand and overseas?Recently Trent Mankelow and his Optimal Usability team were asked to distil learning from research and design projects with 190 clients across 19 industries and present the most important online trends that are emerging here and overseas - a somewhat daunting challenge.In this entertaining presentation Trent digs into this research to outline:The three key attributes of world-class organisations, using local and overseas examples from a number of industries.How new devices are going to affect future experiences.Why the chief economist at Google thinks statisticians are sexy.What swearing, fairies, and dinosaurs have to do with a good customer experience.Why design is not the same as aesthetics.What you can do to join to fight for great online experiences in New Zealand.TRANSCRIPT
The Latest and Greatest Web TrendsTrent MankelowOptimal Usability
Photo from http://www.flickr.com/photos/jesse757/3094868007/sizes/l/in/photostream/
How to Create Online Experiences That People LOVETrent MankelowOptimal Usability
Photo from http://www.flickr.com/photos/saraalfred/3199313309/in/photostream/
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How can you create an online experience that people love?
By focussing on three things:
Data
Design
Service
Case Study 1. Service
“That was the best customer service I have
ever had.”
Photo from http://scott-allison.net/2009/12/08/culture-at-zappos-and-how-everyone-benefits/
New employees are offered $2,000 to quit
“It's best to know early on if an employee doesn't buy into the vision or the culture, it just makes economic sense.”
- Tony Hsieh, Zappos CEO
X 1,000,000,000
Zappos is a service company that happens to
sell shoes
“Don't be surprised if in 20 years we're running an airline.”
- Tony Hsieh, Zappos CEO
World-class companies focus on
Service
My TV Buying Experience
Your TV is ready to pick up!
Photo from http://www.dnzproperty.com/images/objectImages/highres_images/PMC-Noel-Leeming.jpg
A new TV!!
Customer-facing staff
Websites
Communications
Physical environments
Payment systems
Packaging
Customer-facing staff
Websites
Communications
Physical environments
Payment systems
Packaging
Great online experiences start with explicitly
designing the ENTIRE experience: across
interactions and across channels
"We think the telephone remains one of the greatest brand inventions ever. Where else can you get customers' undivided attention today?"
- Tony Hsieh, Zappos CEO
Quote from http://www.tampabay.com/news/business/retail/zappos-ceo-thinks-online-customer-service-is-essential-to-survival/1128880Photo from http://bondcreative.files.wordpress.com/2009/03/zappos-tony-ceo-shoes.jpg
Photo from http://www.flickr.com/photos/marketingfacts/4694402882/
Case Study 2. Design
“As a discussion about design grows longer, the probability of using Apple
as an exemplar approaches one”
(With apologies to Adaptive Path and Mike Godwin)
Apple have a fanatical focus on elegant, emotional
design
They throw away 90% of the work they do
Design is infused throughout the customer journey
World-class companies focus on
Design
Design ≠ Aesthetics
“Design’s power runs far deeper than aesthetics.... If you are mapping out a sales strategy, or streamlining a
manufacturing operation, or crafting a new system for
innovating you are engaged in the practice of design”
- Bill Breen, Masters of Design,
2004
Good design = Simple
Good design = Personable
Good design = Attractive
simplifysimplify
World-class companies simplify
The most popular spot on the Xero home page?
‘Try for free’
“In the everyday world, we want to get on with the important
things in life, not spend our time in deep thought attempting to
open a can of food or dial a telephone number.” - Don
Norman
“My buddy Russ and I were talking one day.
‘What the fuck should I make for dinner?’ I queried. That's the
genesis for this website.”
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World-class companies have personality
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Watch http://vimeo.com/2630315
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World-class companies are attractive
Attractive = credible
If someone is physically attractive, people tend to assume they also have a host of admirable qualities, such as intelligence and honesty.
- B.J. Fogg
Teachers presume that good-looking children are more intelligent than their less attractive classmates
A visually appealing website is seen as more
credible
Bonus tip: if you want to capture and hold attention, use photos
Bonus tip: use attractive people
Case Study 3. Data
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"Quicken is not quick, there's
got to be a better way to do
this.” – Aaron Patzer, CEO and
founder
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Mint focuses on helping individual users make sense
of their own data
Their next level of insight is in comparing ourselves with
others like us
2,000,000 users
2 years
$2,000,000 marketing
World-class companies focus on
Data
Food
Sex
Information??
Dopamine makes us
seek
“I keep saying that the sexy job in the next 10 years will be statisticians. I’m not kidding.” - Hal Varian, chief economist at Google
World-class companies provide tools to help
customers understand their own data
World-class companies focus on three things:
Data
Design
Service
One final point – Devices are becoming smarter
MobileLocation-awareTouch-enabledContext-aware
Mobile
Location-aware
Touch-enabled
Context-aware
In conclusion
What?
So what?
Now what?
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Read
Play
Show
(021) 389-494
@trentmankelow@OptimalNZ
Sign up to our newsletter at www.optimalusability.com!
Source: http://blogs.forrester.com/brian_walker/11-03-11-welcome_to_the_era_of_agile_commerce