Slides from Peter W. Szabo's keynote at UXMNL in Manila.

1. #uxmnlHow to deliver outstanding
digital experience in 2015?
The UX BankingTour keynote speech by
PeterW. Szabo

2. #uxmnl@wszp
ABOUT ME
• Hungarian, born inTransylvania
• Published a sci-fi novel in 2000
• UX evangelist living in London
• 7+ years in managing UX teams
• Head of User Experience at
Follow me onTwitter: @wszp

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MY #UX BLOG: KAIZEN-UX.COM

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SUMMARY
1. How do theWorld’s largest banks in fail in UX?
2. What’s Outstanding Digital Experience?
3. How to solve the problem?
4. How to create a UX strategy?
5. How to test?
6. How to make your boss happy?
7. How to deliver outstanding digital experience in 2015?

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1. HOW DOTHE WORLD’S LARGEST BANKS
IN FAIL IN UX?
The 10 biggest banks in the UK were tested, 87% of
the users experienced at last one conversion
killer. (Study byWhatUsersDo in Q4 2014, 100
participants.)
Compare this with: Nearly one in six homeowners applied for their
current mortgage online (16%) and this is set to double, with 33%
saying they are likely to apply for their next mortgage online,
according to latest research from HSBC.

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LEAGUETABLE

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TEST DESIGN FOR DEI
Answer to some questions on brand perception and first
impressions of the homepages, including how much trust does
the site give them
Explore the mortgage offers to buy a new home
Apply for a mortgage
State how they would improve the site
Net Promoter Score

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SCORE
1-4: High or Medium level issues; i.e. problems that blocked
users from converting online or made their journey very
complicated.
5-6: Low level issues, little nudges that they overcome without
almost realizing.
7-8: Basic usability, users were able to use the page with no
problems, nor positive highlights.
9-10: Positive highlights, where the journey goes beyond users’
expectations and they feel delighted.

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MORE RESULTS

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MORE RESULTS
(THAT ARE ACTUALLY MEANINGFUL)
Banks are better at first impressions than actually making it easy
to engage with them
Users get stuck on basic usability issues, easy to solve (for
example: fields that don’t accept quantity with the comma as a
divider)
Copywriting: understanding the jargon was the first big problem
for first time buyers.The best experience in information areas
came when users easily found an explanation of obscure terms.
Application forms were at best difficult or mildly annoying and
at worse simply did not work

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NET PROMOTER SCORE
Difference between what people
say and what they do
Users remember better the most
recent interaction with the site

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2.WHAT’S OUTSTANDING DIGITAL
EXPERIENCE?
User goals vs. business goals
Black Hat UX = business goals beat the users
(More on this: http://kaizen-ux.com/black-hat-ux/ )

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WHO DEFINES OUTSTANDING DIGITAL
EXPERIENCE?
a. The HiPPOs

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WHO DEFINES OUTSTANDING DIGITAL
EXPERIENCE?
a. The HiPPOs
b. UX experts / UX team
c. Head of User Experience / UX Director / CXO
d. The UX “literature” (books and blogs)
e. The users

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WHO DEFINES OUTSTANDING DIGITAL
EXPERIENCE?
a. The HiPPOs
b. UX experts / UX team
c. Head of User Experience / UX Director / CXO
d. The UX “literature” (books and blogs)
e. The users

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3. HOWTO SOLVETHE PROBLEM?

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4. HOWTO CREATE A UX STRATEGY?
1. Previous test analysis drives the decisions
(quantitative and qualitative research)
2. Persona based strategy (but don’t try to find the
personas in real world – panel segmentation)
3. Attainable goals (under promise, over deliver)
4. Timeline (include padding)
5. Not cast into stone! (Go agile or go home.)

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5. HOWTOTEST?
1. Experience starts before they land and after
they bought
2. In the moment (Capturing insight at the point of
interaction)
3. Natural (Doing things, not reviewing)
4. Quant and Qual (Data does not answerWhy?)
5. Sample size matters

19. THREE IS ENOUGH?

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HOW MANY USERS DOES ITTAKETO
CHANGE A LIGHT BULB?
63 if you want to be sure that 99.99966% of the
light bulb changing issues are found (C=.25)

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HOW MANY USERS DOES ITTAKETO
CHANGE A LIGHT BULB?
12 if you want to be sure that 93.3% of the
light bulb changing issues are found (C=.25)

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DIMINISHING RETURNS

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HOW MANY USERS DOES ITTAKETO…
1. This is not your grandma’s 6σ
2. Where does the numbers come from?
3. Complexity?
4. Isn’t M{x', x", … } just a fancy way of saying:
“Because I say so”?
5. How to get that many users in a lab?
(Hint: you can’t)

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HOW MANY USERS DOES ITTAKETO GO
MULTIPLATFORM?

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6. HOWTO MAKEYOUR BOSS HAPPY?
1. User-centricity should be part of corporate
culture
2. Different level of communication to different
stakeholders
3. Fix conversion blockers first
(high  low severity issue prioritization)

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ISSUE SEVERITY: HIGH, MEDIUM AND LOW?

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+HOWTO INITIATE CHANGE
1. Get some videos (we can help with this)
2. Share them
3. Provoke discussion

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7. HOWTO DELIVER OUTSTANDING
DIGITAL EXPERIENCE IN 2015?
1. User-centricty should be part of corporate culture
2.
3. Test driven user experience

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QUESTIONS?
Tweet your questions: #uxmnl @wszp