Spotting icebergs in the dark - user experience insights.
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The document discusses the importance of user and customer experience in measuring project success and avoiding failures in digital marketing. It emphasizes a user-centered design process, utilizing real-time insights and data to inform decisions, and highlights the need to understand user needs and preferences. The paper includes case studies and quotes from industry experts to illustrate effective design strategies that lead to better outcomes.
Spotting icebergs in the dark - user experience insights.
- 1. Spotting Icebergs in the DarkMeasuring success and avoiding failure with real-time user experience insightsBrighton Digital Marketing Festival 08 Sep 2011
- 2. Using user and customer experience to measure the success of your projects and avoid disaster.
- 3. Who we areJason Buck@jasonbuckSimon Nixon@neecouk
- 4. ‘Satanic Mills’Many businesses operate a traditional “Board knows best” process when approaching digital projects.Image: http://farm3.static.flickr.com/2182/2160086954_5958c823e9.jpg
- 5. “What would happen if we designed bridges like we design websites?”DrJakob Nielsen, web usability ‘guru’Image: http://i1-news.softpedia-static.com/images/news2/Future-Bridges-Will-Rock-With-Earthquakes-Without-Breaking-2.jpg
- 6. What is UX?(the complicated answer)
- 7. Wireframe deliverables are just the tipPrototypes save you money. But wireframes aren’t inherently user-centered.Image: http://3.bp.blogspot.com/-icriY5kDwtg/TlRJyEy4YLI/AAAAAAAAKR8/xMEat3BVdWA/s1600/tip_of_the_iceberg.jpg
- 8. User-Centered DesignDon’t work on assumptions: “We don’t like their sound and guitar music is on the way out” Decca records rejecting The Beatles, 1962Design for your customers, not for internal meetings: “Search all of your parks in all of your cities and you will not find a statue of a committee” David Ogilvy, advertiserTechnology is not the answer, only part of thesolution:“… you gotta start with the customer experience a9nd work backwards to the technology” Steve Jobs, 19979
- 9. ‘Useful, usable and desirable’ is what makes the difference between a product that succeeds and one that is consigned to history.
- 10. User-Centred Design process and deliverables
- 11. Speak to your audience and you’ll be amazed what you find outCase study:Toast on the CoastImage: http://www.coldtoast.com/images/toastSliceWhiteBkgd.jpg
- 12. ‘Toast on the CoastA light-hearted speedy design project, conducted in 1 hour, with conference delegatesNumber of interviews: 60 (50% audience sample)Total number of people eating breakfast: 53Favourite toast topping: MarmiteAnomalies: Marmite and avocadoUnexpected lack of jam
- 13. Q: What is your favourite toast topping
- 14. Persona, representing a ‘typical’ customer / user
- 15. Page mock up, showing prioritised navigation and content types
- 16. Summary of UX and UCD benefitsAccurate targeting of customers
- 17. Reduction of reputational risk
- 18. Lowering design and development costs
- 19. “Right first time”“For something this complicated, it’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.” Bloomberg Businessweek
- 20. How do you know this has worked?User experience often ends at launch
- 21. Measure success by knowing what you’re goals areExplicit dataAnonymous users provide lots of ‘data’
- 22. Without understanding the users’ motivations and goals it’s hard to turn this data into information
- 23. Better to apply: Analytics, Profiles, Themes, Patterns, Multivariate testingImplicit data – ‘we are all individuals’User profiles fuel patterns. Patterns change as we learn more about user behavior
- 24. Create customised rules based on the same tools as ‘Outlook’ rules wizard
- 25. Create content according to user profiles
- 26. Understanding user journeys, goals
- 27. Multivariate testing – presenting different versions of the same content to test which performs betterSome CMS metrics providers
- 28. SummaryIdentify your users (customers)Understand their needsHelp your organisation by helping your usersPlan, test, measure, improve
- 29. Contact details:Jason BuckLongDog.@jasonbuck07804 851925jason@thelongdog.co.ukwww.TheLongDog.co.ukSimon NixonAqueduct.@neecouk07970 798620simon@aqueduct.co.ukwww.Aqueduct.co.uk
Editor's Notes
- #20: Profiles fuel patterns. Patterns change as we learn more about user behaviorCreate customised rules based on the same UX as Outlook rulesCreate content according to user profilesUnderstanding user journeys, goalsMultivariate testing