how to create online experiences that people love - nzim - 5 august 2011

How to Create Online Experiences That People LOVETrent MankelowOptimal Usability

Photo from http://www.flickr.com/photos/jamesclay/2264414513/

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How can you create an online experience that people love?

World-class companies focus on three things

Data

Design

Service

Case Study 1. Service

“That was the best customer service I have ever had.”

Photo from http://scott-allison.net/2009/12/08/culture-at-zappos-and-how-everyone-benefits/

New employees are offered $2,000 to quit

97% turn it down

“It's best to know early on if an employee doesn't buy into the vision or the culture, it just makes economic sense.”

- Tony Hsieh, Zappos CEO

X 1,000,000,000

Zappos is a service company that happens to sell shoes

“Don't be surprised if in 20 years we're running an airline.”

- Tony Hsieh, Zappos CEO

World-class companies focus on

Service

Source: http://blogs.forrester.com/brian_walker/11-03-11-welcome_to_the_era_of_agile_commerce

World-class companies explicitly design the ENTIRE

experience: across interactions and across channels

"We think the telephone remains one of the greatest brand inventions ever. Where else can you get customers' undivided attention today?"

- Tony Hsieh, Zappos CEO

Quote from http://www.tampabay.com/news/business/retail/zappos-ceo-thinks-online-customer-service-is-essential-to-survival/1128880Photo from http://bondcreative.files.wordpress.com/2009/03/zappos-tony-ceo-shoes.jpg

Case Study 2. Design

“As a discussion about design grows longer, the probability of using Apple as an exemplar

approaches one”

(With apologies to Adaptive Path and Mike Godwin)

Apple have a fanatical focus on elegant, emotional design

They throw away 90% of the work they do

Design is infused throughout the

customer journey

World-class companies focus on

Design

Design ≠ Aesthetics

“Design’s power runs far deeper than aesthetics.... If you are

mapping out a sales strategy, or streamlining a manufacturing operation, or crafting a new

system for innovating you are engaged in the practice of

design”

- Bill Breen, Masters of Design, 2004

Good design = Simple

Good design = Personable

Good design = Attractive

simplifysimplify

World-class companies simplify

The most popular spot on the Xero home page?

‘Try for free’

“In the everyday world, we want to get on with the important

things in life, not spend our time in deep thought attempting to open a can of food or dial a telephone number.” - Don

Norman

“My buddy Russ and I were talking one day. ‘What the

fuck should I make for dinner?’ I queried. That's the

genesis for this website.”

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World-class companies have personality

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World-class companies are attractive

If someone is physically attractive, people tend to assume they also have a host of admirable qualities, such as intelligence and honesty.

- B.J. Fogg

Teachers presume that good-looking children are more intelligent than their

less attractive classmates

A visually appealing website is seen as more credible

Research participants remembered more than 2,500 pictures with 90%

accuracy

Case Study 3. Data

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"Quicken is not quick, there's got to be a better way

to do this.” – Aaron Patzer, CEO and

founder

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Mint even warns you when your bank charges fees!Mint even warns you when your bank charges fees!

Mint focuses on helping individual users make sense of

their own data

The next level of insight is in comparing ourselves with

others like us

2,000,000 users

2 years

$2,000,000 marketing

World-class companies focus on

Data

Food

Sex

Information??

Dopamine makes us

seek

“I keep saying that the sexy job in the next 10 years will be statisticians. I’m not kidding.” - Hal Varian, chief economist at Google

World-class companies provide tools to help

customers understand their own data

World-class companies focus on three things

Data

Design

Service

A final point - Devices

Mobile

Location-aware

Touch-enabled

Context-aware

Mobile

Location-aware

Touch-enabled

Context-aware

In conclusion

What?

So what?

Now what?

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Questions?trent@optimalusability.com

(021) 389-494

@trentmankelow@OptimalNZ

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