Cyber-Duck's Chief Design Officer Matt Gibson spoke to Marketing Week Live's audience in April 2015 about user-centred design and how better experiences for our users means better business.

1. HELLO.I’m Matt
@duckymatt

2. @cyberduck_uk cyber-duck.co.uk

3. DESIGNING
BETTER
EXPERIENCES

4. USER CENTRED DESIGN?
SO, WHAT IS

5. The best designed products and
services result from understanding
the needs of the people who will use
them.

6. Credit: http://xkcd.com/773/

7. CREATING MYDLC,
A CROSS-CHANNEL
END-TO-END
CUSTOMER PORTAL
EXPERIENCE

8. DESIGNING A POSITIVE
USER EXPERIENCE FOR
A DEBT RECOVERY COMPANY.
THE CHALLENGE

9. OUR OBJECTIVES
INCREASE USER-FRIENDLINESS
EMPOWER CUSTOMERS
STREAMLINE BUSINESS PROCESS

10. OUR
PROCESS

11. RESEARCH

12. STAKEHOLDER
INTERVIEWS
ONE ON ONE
ANONYMOUS
BROAD CROSS-SECTION
LEARNT A LOT ABOUT THEIR CUSTOMERS
AND HOW THEY COMMUNICATE

13. USER RESEARCH

14. DIRECT
EXPOSURE TO
USER RESEARCH
INCREASES
EMPATHY

15. PEOPLE ARE ALWAYS MORE
EMPATHETIC TO WHAT THEY
SEE FIRST HAND

16. There is a direct
correlation between
this exposure and the
improvements we see
in the designs that
team produces.
JARED SPOOL
Photo credit: Jeffrey Zeldman: http://www.flickr.com/photos/zeldman/8614173005/
http://www.uie.com/articles/user_exposure_hours/

17. PERSONAS
BASED ON RESEARCH
CREATE A PICTURE OF WHO WE’RE
DESIGNING FOR
USED THROUGHOUT DESIGN
ENCOURAGE EMPATHY!

18. SEMIOTIC ANALYSIS
THE STUDY OF SIGNS AND SYMBOLS AND
SOCIETY’S INTERPRETATION OF THEM
WE LOOKED AT MEANING CODED INTO
DLC’S EXISTING DESIGNS

19. SEMIOTICS ON DLC
RED IS GOOD
BE FORMAL, BUT NOT BUREAUCRATIC
AUTHORITY RATHER THAN AUTHORITARIAN
DON’T BE IMPERSONAL
FOLLOW A LOGICAL NARRATIVE
BROWN ENVELOPES ARE BETTER THAN WHITE

20. ANALYTICS
ON DLC, GOOGLE ANALYTICS
WAS LARGELY UNHELPFUL
AND CREATED A FALSE
PICTURE OF OUR USERS
INSTEAD WE USED BUSINESS
DATA TO HELP INFORM OUR
PERSONA RESEARCH

21. CROSS CHANNEL
RESPONSIVE DESIGN

22. DEFINE A NARRATIVE
USER STORIES TO DEFINE
A NATURAL FLOW TO THE UX.
KEEPING POSSIBLE DECISIONS
PER STEP TO A MINIMUM.

23. HICK’S LAW
TIME
TAKEN TO
RESPOND
NUMBER OF OPTIONS

24. MOBILE FIRST
WE STARTED ALL PROTOTYPES
LOOKING AT THE SMALL SCREEN
FIRST.
IT’S EASIER TO SCALE UP A DESIGN
THAN TO SQUEEZE A DESKTOP SITE
ON MOBILE.

25. ACTIVELY AVOIDING
MISINTERPRETATION
FORK HANDLES
OR FOUR CANDLES?
Image credit: BBC. (The Two Ronnies, 1976)

26. TONE OF VOICE
90% OF INTERFACE DESIGN IS
TONE OF VOICE.
GETTING THIS RIGHT ON MYDLC
WAS CRITICAL TO THE SUCCESS OF
THE DESIGN.

27. TONE OF VOICE
It was actually really nicely put. I’ve obviously had
letters like this before. I’ve never seen anywhere, you
know ‘please call us and we will take your circumstances
into account’. I really liked that on that letter. You are
more willing to actually deal with it, than shoving it in
the bin and saying you never received the letter.

28. TEST, TEST, AND TEST SOME MORE
Image credit: The Ladd Company, Shaw Brothers and Warner Bros. (Blade Runner, 1982)

30. ▲
72.5%
TRANSACTIONS
INCREASE IN ONLINE
TRANSACTIONS IN FIRST
7 MONTHS SINCE
LAUNCH
▲
66%
REVENUE
INCREASE IN REVENUE
IN FIRST 7 MONTHS
SINCE LAUNCH
40
HOURS
SAVED
AGENT TIME
SAVED A HUGE AMOUNT
OF AGENT TIME PER
MONTH

31. Businesses cannot treat their
customers as passive “consumers”
any longer; every company is in the
user experience business.
KAREN MCGRANE
Source: http://alistapart.com/column/explaining-water-to-fish
Photo credit: Eirik Helland Urke: http://www.flickr.com/photos/webdagene/6149954950/

32. THANK YOU
@duckymatt @cyberduck_uk