Sheilah Hogan is the Managing Director of customer experience consultancy;

Objective Experience

Dan Johnston is the Head of UX at Australia’s second largest real-estate

marketing business; Domain

In today’s ‘switching’ economy consumers are less loyal and free to change between brands with little to no cost to them. UX & UI need to capture them by making experiences magical

Diminishing brand loyalty means that customers no longer put up with a bad experience

Good UX enables the speed to market with a sound risk mitigation strategy

~ Sheilah Hogan, Managing Director, Objective Experience

Cognitive load is 18 minutes maximum and listening

is harder than presenting

So, wrap-up and deliver what you need to

communicate in a short amount of time

Focus on:

• What’s working

• What’s not

• How to fix it

Keep up with trends

Bring the person back to the center of the story

Bring the customer to them with tangible evidence

in parallel with innovative technology

Big data + human factors = whole picture

Data only tells you ‘what’ – ask the question ‘why?’

Bring in the human element to avoid running into

trouble with false truths

~ Sheilah Hogan, Managing Director, Objective Experience

Harness the power of UX, with 6 or 600 customersApply it early and apply it often

3 case studies demonstrating how to incorporate UX without big delays or big budgets

1. Cancer council; UX expert review

2. DBS Bank; in branch study

3. Google; in home study

Visits high, Conversions low – quick fix?!

Method• 10 heuristics• 1 Consultant• 3 days• 10% increase in

conversions

Method• 80 participants• 4 Bank branches• 13 points of stimuli• 3 weeks study

How to leverage my Marketing budget?

Method• 95 Participants• Eye Tracking in Home• Qualitative & Quantitative• 12 weeksAre people watching my TV ads?

~ Sheilah Hogan, Managing Director, Objective Experience

Constantly test and experiment to create engaging sites

Key takeaway from Apps – ensure permissions are enabled so you can communicate with users

Plan carefully – tightly control as many variables as you can to minimize bias when testing

Split test first with new users. Minimize the familiarity bias

Under taking qualitative research in parallel with quantitative research. Take risks

~ Dan Johnston, Head of UX, Domain

While looking to create more engagement through sticky menus Domain found that test results were inconsistent:

50% of the time FAB came out on top50% the fixed menu did Asking questions at different times got different answers

Accept uncertainty and focus on the metrics that really matter

Sticky contact details

increased enquiries

Photo library increased

engagementEnable permissions to

communicate with users

HEART framework

Goals Signals Metrics

Happiness

Engagement

Adoption

Retention

Task success

Focus. Don’t try to test everything.

Swing big. Look for big wins if sample is small.

z

Context is king.Quant tests don’t tell you why things are happening.

Data is a guide.Data informed not data driven.

Celebrate the wins.

~ Dan Johnston, Head of UX, Domain

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