OPTIMISING YOUR STORE FRONT

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A job is not just a job. It comprises 70% of your adult life.

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The Popcorn Is Coming.The Popcorn Is Coming.

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Double Click

1. User Centric Design2. Understanding the user Journey3. eCommerce Trends

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Easy and relevant always wins

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Customer tolerance for poor service and experience is low

• 3 clicks to buy• 1 strike and you’re out• Speed is basic expectation• Simple navigation• Performance and uptime

The simplest, easiest to use services drive highest NPS

Exactly three-quarters (75 percent) of respondents said their sites are converting less than 5 percent of visitors, while 5.6 percent said their sites convert between 5 and 10 percent.

11.1 percent said their sites have a conversion rate that is more than 10 percent. Another 8.3 percent said they did not know the conversion rates of their websites.

Survey Practical Ecommerce July 2010

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A Conceptual Search for a holiday

December but not over Christmas We want it to be fun for a active 2 year oldWe want it to be warm, but not to hotWe would like ChildcareWe Like the SeaI like SailingClaire my wife hates all inclusive resortsWe enjoy Dining wellWe are working on a Budget

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UCD

In broad terms, user-centered design (UCD) or pervasive usability [1] is a design philosophy and a process in which the needs, wants, and limitations of end users of a product are given extensive attention at each stage of the design process.

The chief difference from other product design philosophies is that user-centered design tries to optimize the product around how users can, want, or need to use the product, rather than forcing the users to change their behaviour to accommodate the product.

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Monster thinking…

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Looking for a new job is a time of emotional peaks and valleys. The mood is changeable

Uncertain

Not confident

DiscouragedDaunted

Tired

Reaffirmed EncouragedExcited

Pessimistic

Optimistic

Anxious Angry

Most frequent feelings:

Lack of confidenceDo I have the right skills?

Do I have the right CV?

Am I selling myself in the right way?

What if I don’t fit anything?

ExcitementThis may lead to something good.

It’s a new start… it’s a chance to improve my life

About the big picture…

How long will this last?

What’s coming next?

What does my future hold?

What do I want to do?

And about the immediate…

Did they get my CV?

Did they read it?

Have they already rejected me, and I just don’t know it?

Uncertainty

A frustration with many job sites: you just don’t know

A concern from the beginning

The tensions of the search:

I want it to be fast and easy, a minimum of clicks, nothing tedious

I want it to be able to filter on multiple criteria

but

I don’t want to have to weed through a lot of irrelevant posts

I don’t want to miss any good opportunities

but

I want to make sure I match well to a job

I don’t want to be rejected without being given a chance because I’m missing just one tick mark

but

Underlying segments

Jobseekers begin to sort themselves into several categories:

“Optimistic Aspirers”They want their next job to excite them, to represent a positive leap forward, and they look at the job search more as an opportunity than as a set-back.

“Easy Riders”They are annoyed by the search process, complain about how much time it takes and how tedious it is, and want the process to require as little effort as possible.

“No-Nonsense Career-Builders”They approach the job search as they approach projects: with clear goals, to-do lists, and a desire to get to an appropriate next job as quickly and efficiently as possible.

“Lost and Nervous”They are the most insecure—about their future, their direction and choices, their ability to present themselves well, and whether they’re applying for jobs they have a chance of getting.

Underlying segments

Already, we start to see different wants and needs from job search sites:

“Optimistic Aspirers”They want their next job to excite them, to represent a positive leap forward, and they look at the job search more as an opportunity than as a set-back.

“Easy Riders”They are annoyed by the search process, complain about how much time it takes and how tedious it is, and want the process to require as little effort as possible.

“No-Nonsense Career-Builders”They approach the job search as they approach projects: with clear goals, to-do lists, and a desire to get to an appropriate next job as quickly and efficiently as possible.

“Lost and Nervous”They are the most insecure—about their future, their direction and choices, their ability to present themselves well, and whether they’re applying for jobs they have a chance of getting.

Suggestions, new ideas, creative search techniques

Hand-holding, advice, guidance, feedback

Filtering power, detailed information on the jobs available

“One click” options

The best job sites increase efficiency and reduce uncertainty

Increasing efficiency• Features that make job seekers feel efficient, enabling them to finding

suitable opportunities quickly and without wasting a lot of time on tedious processes or irrelevant posts.  There is a tension here:  job seekers do not like weeding through irrelevant opportunities, but nor do they want to miss anything.

Reducing uncertainty• Mechanisms and services that reduce uncertainty—is their CV good? 

Is the job that interests them indeed still open?  Did the employer receive their CV?  Are they being considered?

MATCH

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Moving from Keywords to Concepts

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KEYWORD:

n. a word that serves as a key, as to the meaning of another word, sentence, or passage.

Is too literal and limiting

Gives all words equal weighting

Requires tweaking and tuning

(“Director of Corporate Finance” OR “Dir. of Finance” OR “Director, Finance”) AND ((“GAAP” OR “SOX” OR “Tax Audit” OR “Revenue Recognition” OR “SOX 302” OR “SOX 404” OR “Financial Audit” or “Audit” “or “Financial Disclosure”) NEAR (“to present” OR “current”)) AND NOT (“White” OR “White Sox”)

CONCEPT:

n. a general notion or idea.

Captures the ideas behind words

Enables users to perform broad searches without having to enter numerous variations of a keyword

Eliminates the need for complex Boolean logic

Director of Finance

Understanding the Importance of Context

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CONTEXT:

n. 1. parts that precede or follow a word or passage that can influence its meaning or effect.

2. circumstances or facts that surround a particular event or situation.

KEYWORDS:

Do not distinguish between recent and dated experience.

Do not identify the length of time using a skill or holding a job.

Do not recognize the difference between:

Cambridge University

Cambridge Farms

123 Cambridge Avenue

George Cambridge

I see relevant people…

Recognize candidate’s breadth and depth of experience?

Identify job hoppers from long-tenured employees?

Distinguish “must have” vs. “nice to have” skills?

Assess context of experience (i.e. 3 months vs. 10 yrs)?

Score a candidate based on recent vs. outdated skills?

Automatically identify related skills?

Understand the latest industry acronyms?

…At lightning speed?

What’s Next/Now for UX

The more true to life your application looks and behaves, the easier it is for people to understand how it works and the more they enjoy using it

Make sure your virtual views and controls mimic the behavior of the physical objects and controls they resemble. Convincing animation heightens people’s impression of your application as a tangible, physical realm in which they want to spend time.

One way to increase the perceived value of your application is to replicate the look of high-quality or precious materials. For example, if the effect of wood, leather, or metal is appropriate in your application, take the time to make sure the material looks realistic and valuable.

From “iPad Human Interface Guidelines”

What’s Next for UX

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“Just because they can - does not mean they will…”

Technology can lead down a blind alley

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• Sometimes the enablers need to be in place• Shazam Launched 1999• Nokia 1100 – best selling phone ever 200m units from 2003• 2010 – Shazam 50m active users worldwide

Focus on product and customer experience

External Perspectives on the Future of Digital, July 2010 27

Skype• Instant messaging and VOIP owned by

AIM/AOL since 1997• Skype now has 560m registered users

adding 400k+ per day – mostly in Europe, although India and South East Asia growing in interest

• In terms of customer usage - #1 use is instant messaging, followed by voice calls and then video

• Skype achieves 12% of global international calling and 40% of skype calling minutes are video

• $600m+ revenues, $3bn+ valuation• 12m people are using the Skype iPhone app

– represents 15% of all global iPhones• Continues to innovate on product: multi-way

video, TV, HDVoice

Top Trends to be thinking about… better still doing

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Business Intelligence Meets Business Process

While companies retain a wealth of data, they often lack the capture tools, analytical processes and personnel bandwidth to turn this information into actionable activities.

In 2011, there will be a greater commitment to unleash the intelligence residing in data banks to create sophisticated marketing and sales business processes that provide competitive advantages.

Data Mining http://econsultancy.com/uk/blog/6666-ten-horrifying-display-ad-placements-nsfw

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More Social Geo Location

In May this year, Domino's launched a nationwide promotion on Foursquare that encourages users to check-in at its outlets.Any Foursquare user tragic lucky enough to have become the ‘mayor’ at a Domino’s franchise will be rewarded by a free pizza once a week as part of the scheme, while every Foursquare user will receive a free side dish when spending over £10.Domino's Pizza has reported a 29% surge in pre-tax profits to £17.5m, buoyed by a strong performance from e-commerce sales and attributed its link-up with Foursquare as key to its recent performance.

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Service Everywhere

As consumers utilize an increasing number of communication channels – from twitter to responding to YouTube videos, their expectations to access information, express themselves, and receive feedback in an immediate time frame, poses a complex challenge that e-retailers are beginning to take very seriously.

Recognise you can’t listen and respond to every conversation

Do Call Centres need to be developed as Customer Experience Centres that deliver consistent superior “touchpoints” with consumers over a wide spectrum of communication channels.

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Search & Match

Recent research from Searchandise Commerce and iProspect found that site search, the search engine located on a retailer's website, is a key element of the online shopping process. Their survey found 40% of shoppers use site search to find products on a retailer's site, whereas only 20% browse the home or landing page.Econsultancy's also unearthed dissatisfaction with current site search functionality and performance. Almost a third of companies were "quite" or "very" dissatisfied and just 41% "satisfied".

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Ecommerce as Entertainment

Imagine holding up your iPhone to a product in a shop and getting competitive prices, product information and more overlaid onto the image. Or, to take it one step further, how about an augmented reality interactive product catalogue.

Or perhaps more simply an app showing you what that Sofa would look like in your lounge. Helping you see if it fits. And matches the curtains.

http://www.youtube.com/watch?v=fhjuZMEJ4-U

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Social Gaming

In the United States alone, sales of virtual goods are expected to hit $1.6 billion this year, according to “Inside Virtual Goods: The Future of Social Gaming 2010,” a recent report states More than half those revenues will come from social games, the rest from online virtual worlds such as Second Life, IMVU, and Cyworld in Korea.

Worldwide, virtual goods are even bigger, by various estimates a $3 billion to $6 billion market, dominated by Chinese companies such as Tencent Holdings.

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Understand your consumersDigital Natives

External Perspectives on the Future of Digital, July 2010 35

A generation of Digital Natives

‘Facebook 2’ yet highest growth segment of Facebook is now 45-54!

What I want, when I want it: Sky+ everything

Mobile generation: 4bn active mobile phones in the world in 2010

Multiple connected synchronous devices (& data packages)

Always on the grid!

Simple and Relevant Always Wins

Thank you for listening

Q&A

@hoorayhenry

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