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6 tips to drive cracking brand UX_Kate

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6 tips to drive cracking brand UX_Kate

  1. 1. 6 TIPS TO DRIVE CRACKING BRAND UX (ON A BUDGET)
  2. 2. Why is (good) UX important? “Intuitive user interfaces allow greater brand expression. If your interface is intuitive, you have more flexibility to bring brand richness to the experience. ” Jesmond Allen, Head of UX cxpartners
  3. 3. So what is good UX? An “experience” cannot be limited to one or two factors: • Visual design • Copy • Usability testing, surveys, research • Analytics data • Journey flow • Website structure • CX • Joined-up thinking between departments; exposing mutual expertise and skillsets. What do we do well?
  4. 4. Good UX is a product of strategy It’s the marriage of all company activity – product sign-off to return receipt – within the user interface itself • Your product is unique to you • Your relationship with your customers is unique to you • Your service is unique to you • Your market position is unique to you • Your technology position is unique to you
  5. 5. Start with “Why” (thanks Simon Sinek)
  6. 6. Six blockers to good UX 1. Time and resource poor 2. Native ecommerce understanding – “newfangled” web in a nation of barrow boys! 3. Sample size of one/HiPPO thinking/IWOOT syndrome 4. Outsourced development; inflexible platforms; not having a great agency by your side 5. Internal communication issues; strategic understanding 6. Local impact issues within a global brand
  7. 7. So what can you do? There are ways to: • Save time • Save internal friction • Achieve better commercial results • AND do it on a budget
  8. 8. 1. Research (it’s essential) Cost (low-high) Effective Mum Call shado wing Store visits Exit surve ys Focus group Remo te testin g MVT CS logs Guerr illa resea rch Exper t revie w Anal ytics Comp any strate gy
  9. 9. 2. Create a task model
  10. 10. 3. Agree on the purpose of each page Get everyone in a room and thrash out what each page is for: • Use your research/task model! • Primary purpose (eg PLP as display mechanic, filtering mechanic) • Secondary purpose (SEM, what makes the customer reassured? “Non-sexy” stuff like free delivery) • How content associates with these pages, and what type – essential for modern brands
  11. 11. 4. Make friends with the front line - Customer services and retail are your friends (CX is UX) - Call centre listening meetings - Monthly service reviews with directors (both retail/MOTO) - Use your CSRs to carry out UAT “You build and lose a business the same way, one customer at a time.” Nick Wheeler
  12. 12. 5. The Devil’s in the detail Some brands are not in control of their UX. You might be a local function of an international brand. Or you might have a restrictive platform. You are still in control! • Images • Copy: naming conventions • Js injection • Availability
  13. 13. 6. Disrupt for profit’s sake • Think walking through an IKEA store (do you need more tealights?) • Think walking through Heathrow’s departure lounge • Always find a way to monetise more through a logical, interruptive journey flow • Doesn’t reduce spend; increases wealth
  14. 14. To summarise • Clever UX doesn’t have to be costly and prohibitive • Start at the top, with your company strategy (don’t have one? Write one) • Use your internal resources to best effect – you have more than you may realise Any questions?

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