Experience Design presentation by Leslie Fountain and Philip Morton, Foolproof at CIM Digital Marketing Bootcamp, 15 November Ipswich

1. Experience design
Realising the benefits
November 2012
Leslie Fountain MD
Philip Morton Senior Practitioner

2. A tale of spilt milk
According to the designers According to the consumer
 180% higher utilisation of coolers  “It spills everywhere”
 125% delivery truck productivity  “The jugs have no real spout,
 16% lower milk prices 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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3. How experience design cleans up
Consumer and business-centric:
 Collaborative and iterative
 Evidence-based
 Right product at right time
Multi-disciplinary skills and experience
Define Understand Ideate Envision Create
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4. Thanks for coming
 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
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5. Define experience design

6. Defining the scope
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]
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7. UX research vs. market research
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8. Understand your
pain points

9. What keeps you up at night?
How do I
double my
sales?
How do I
How do I get the
demonstrate the
most out of my
return on my
marketing spend?
spend?
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10. Doubling sales
 By increasing your advertising spend
 By increasing conversions
But…
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11. The golden age of brand advertising
The brand
message
CUSTOMERS
The brand is
what you say it is
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12. The age of the digital consumer
CUSTOMERS
The brand is
what they say it is
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13. So let’s look at conversions
Data at your fingertips:
 There’s lots of it
 Limited resource to analyse
 Often misleading or missing data
 Does not tell you why
20% 50%
What’s your
strategy for • Amend • Buy 1
their item
doubling orders
sales?
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14. © 2012 Foolproof Limited
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15. That’s bananas
 Be careful of making decisions based on one
banana.
 Gather business and user insight to inform
recommendations:
 Stakeholder workshops
 Competitor analysis
 Primary user research
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16. The user
experience
Realising
the benefits

17. Some facts…
80% of companies
surveyed by Bain & Co.
believed their experience
was superior
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18. Some facts…
8% of their customers
thought so.
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19. The benefits of UX
Increased
sales Reduced
High conversion, support costs
more competitive Fewer customers
products, more page will call for help
impressions
The
value of
UX
Brand & Channel
loyalty migration
Loyalty from existing Encourage
customers, solid customers’ move to
reputation & word- more cost-effective
of-mouth channels
Differentiation
Stand out in a
crowded market
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20. Introduction
Increased sales
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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21. Internet Bank transformation
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22. 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
“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
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23. Brand and loyalty
Experience design has made
Apple the most valuable
brand in the world.
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24. Effective channel migration
Forrester asked, “How effective have the following tactics
been in shifting customers to self-service channels?”
Improve usability 48%
Proactively market benefits of self-service 14%
Use e-mail to drive customers to self-service 13%
Have phone agents train customers in self service 11%
Offer monetary incentives to use self service 9%
Advertise self service when callers are on hold 7%
Have retail agents train customers on self service 6%
Hide phone contact information on the Web 2%
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25. Create competitive
advantage
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26. Sustainable competitive advantage achieved by…
 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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27. Sustainable competitive advantage achieved by…
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28. Experience is at the heart of Google’s DNA
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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29. You should be managing experiences, not messages
“Consumers are getting smarter faster
than most organisations.”
Cluetrain Manifesto (cluetrain.com)
“…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.”
Pinko Marketing (http://pinkomarketing.pbworks.com/)
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30. A case in point
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31. Questions

32. Full service UX offering
Experience Design
Foolproof Ideas & Innovation Flow
UX Strategy, planning Complex interaction
and advice design
Research & Insights
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33. Who we work with
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34. Contact us
Leslie Fountain Foolproof Ltd.
Managing Director
t. 07554 881204
leslie.fountain@foolproof.co.uk Harella House Seebohm House
90-98 Goswell Road 2-4 Queen Street
@LjkFountain London Norwich
@foolproof_ux
EC1V 7DF NR2 4SQ
www.foolproof.co.uk
t. 0207 539 3840 t. 01603 230800
Philip Morton
f. 0207 539 3841 f. 01603 760823
Senior Practitioner
t. 07799 882628
Phil.morton@foolproof.co.uk
@philipmorton
@foolproof_ux