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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@foolproof_ux @foolproof_ux

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

© 2012 Foolproof Limited

@foolproof_ux @foolproof_ux

Experience design has made

Apple the most valuable

brand in the world.

Brand and loyalty

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@foolproof_ux @foolproof_ux

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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@foolproof_ux

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_ux @foolproof_ux

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

leslie.fountain@foolproof.co.uk

@LjkFountain

@foolproof_ux

www.foolproof.co.uk

Philip Morton

Senior Practitioner

t. 07799 882628

Phil.morton@foolproof.co.uk

@philipmorton

Contact us