What user experience means in the context of multi-channel retail.

1. Extraordinary results through
user-centred design

3. Find

4. Research

5. Research
“
Are there two adjoining rooms?
Do you have a cot? A babysitter? A ...?
”

6. Decide

8. Book

9. web
mobile
email
phone
social
instore

10. web
mobile
email
phone
social
instore

11. The opportunity
"A brand is a living
entity - and it is
enriched or undermined
cumulatively over time,
the product of a
thousand small
gestures"

12. gesture
an action performed to
convey a feeling or intention

13. A brand is a person’s gut feeling.
It’s not what you say it is.
It’s what they say it is.
!
The Brand Gap, Marty Neumeier

14. User experience = Brand

16. That was
an awful experience…
user-centred or theftproof?

17. Great expectations

18. Let’s look at some
specific ecommerce
experiences….

24. “if you use a standard approach, you’ll get standard
results.”
Brian Kalma

25. The fundamental challenge?

26. As good as they are, these websites are built
around products, not people.

27. ...which means they haven’t evolved
that much from the paper catalogue.

28. The web is being
rebuilt around people.
!
Paul Adams
Head of product design, Intercom
Previously Google, Facebook

29. http://www.slideshare.net/padday/paul-adams-keynote-from-mind-the-product-conference-2013

30. http://www.slideshare.net/padday/paul-adams-keynote-from-mind-the-product-conference-2013

31. This is not “social”

33. Instead of trying to fit our
stores into Facebook, we
should be thinking about
how we can fit Facebook
into our stores.

34. 1st major shift: Social

35. Look what I made

36. Look what I made for you

37. Look what I made for you
Cleverbug.com
Personalized greeting cards
from Facebook photos

38. 2nd major shift: Personal

39. once the core of our business
• desktop web pic

40. I was sitting on my couch watching TV.
My computer was down the hallway.
I couldn’t be arsed getting up so I
tried to get my bill on my phone.

41. Major Irish utility company
20 fold increase in mobile traffic in 2 years.

42. PayPal mobile payment transaction volume has
dramatically increased
!
$25 million in ‘08
$141 million in ‘09
$750 million 2010/2011
$7.5 10 billion by 2013

46. With a smaller screen size, you have
a smaller canvas to work with which
forces focus on what matters most.

47. 3rd major shift: Mobile

48. From A to B, faster

49. From A to B, C, D or E

50. From A to B, C, D or E

53. BOPULA
Buy online, pick up literally anywhere

54. People don’t change

55. But how we meet their needs does

56. So, what do we do about it?

57. What’s required?
“Integrate” everything!

58. What’s required?
“Integrate” everything!

59. There is no script.

60. Start with principles…
Develop real customer empathy, not
data points by walking in the shoes of
your customers.

62. Foster a design culture of exploration

63. Experiment

64. Experiment & iterate
Prototyping helps us evaluate ideas
relatively rapidly and throw out the bad
ones.

65. Bring online, offline to enhance in-store experience

67. We've been asked by a lot of people how
we've grown so quickly, and the answer is
actually really simple... We've aligned the
entire organization around one mission: to
provide the best customer service possible

69. This isn’t about design of our
websites or apps, it’s about
redesigning our business
around people.

70. thanks a million
laurence.veale@iqcontent.com
@laurenceveale