mobile ux l london - bad ux is bad business (4 may 2016) - gavin edwards
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Bad UX is bad business
#mobileuxlondon
@thewince
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WHAT’S THE BOTTOM LINE?
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A COMPANY’S INCOME AFTER ALL EXPENSES HAVE BEEN DEDUCTED FROM REVENUES
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P*SS OFF YOUR CUSTOMERS AND YOU'VE GOT NO REVENUE - THAT’S THE BOTTOM LINE
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WHAT’S BAD UX?
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DARK PATTERNS?
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ACCIDENTAL DESIGN?
UIs that have developed organically over time
Ones that have been added to with no doing consideration
Ones that have become bloated etc
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NOT WELL THOUGHT THROUGH?
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A NECESSARY EVIL?
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SOMETIMES ITS NOT ‘BAD’, ITS JUST NOT GOOD.
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30%
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– What are the root causes of bad UX?
– How does it affect a businesses bottom line?
– What is it we are actually measuring?
– What should we be mindful of?
– What can we actively do to avoid the problems?
DISCUSSION POINTS
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IT’S 2016So, we all know that great
UX is key to delivering great business results, right?
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89% OF COMPANIES SAY THEY EXPECT TO COMPETE PRIMARILY ON THE BASIS
OF CUSTOMER EXPERIENCE IN 2016. GARTNER, 2014
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CAN YOU TELL ME ABOUT AN EXPERIENCE THAT YOU'VE HAD THATS AFFECTED YOUR WILLINGNESS TO DO BUSINESS WITH OR
YOUR PERCEPTION OF A BRAND?
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A) THERES A LOT OF BAD THINGS HAPPENING!
B) BUSINESSES ARE STILL NOT SETUP TO AFFECT CHANGE
C) THERE’S A FEW RECURRING THEMES
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INCONSISTENCY ACROSS CHANNEL
POOR (OR NO) MOBILE EXPERIENCE
DISCONNECTED EXPERIENCES
BUSINESS FIRST DECISIONS
UNDELIVERED BRAND PROMISE
BAD FLOWS/HIERARCHY/SIGNPOSTING
UNPERSONALISED EXPERIENCES
ETC, ETC, ETC
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89% OF CUSTOMERS SWITCH BRANDS DUE TO A BAD CUSTOMER EXPERIENCE.
ORACLE, 2013
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I WANT TO TALK ABOUT:
WHY IT HAPPENS
WHEN SHOULD WE WORRY AND WHEN SHOULD WE NOT (SO MUCH)
WHAT WE CAN DO TO ‘SORT IT OUT’
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‘BAD UX’ STARTS A LOT EARLIER
THAN WE THINK
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KEY CHALLENGE
THE BRIEF
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WE NEED A NEW WEBSITE WE NEED AN APP
WE NEED A UPDATED LOOK AND FEEL WE NEED SOME NEW “UX”
CAN YOU MAKE IT WORK ON MOBILE
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DETAIL BUDGETS TIMELINES
EXPECTATIONS
(OH, IT NEEDS TO WORK ON MOBILE TOO)
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IF YOU THINK IT'S EXPENSIVE TO HIRE A PROFESSIONAL TO DO THE JOB, WAIT
UNTIL YOU HIRE AN AMATEUR. RED ADAIR
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‘BAD UX’ STARTS WITH A BAD BRIEF
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KEY CHALLENGE
THE BUSINESS
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STARTS WITH EDUCATION: UNDERSTANDING OF THE PROBLEM
UNDERSTANDING OF THE TOOLS AND PROCESSES
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1. WHERE A BUSINESS IS IN ITS LIFE AFFECT’S THINGS 2.WHAT TYPE OF PROJECT IS IT 3.WHAT THE CULTURE OF CHANGE IS LIKE
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EMPATHY
THE ABILITY TO UNDERSTAND AND SHARE THE FEELINGS OF ANOTHER
CREDIBILITY
THE QUALITY OF BEING TRUSTED AND BELIEVED IN
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DIRECT LATERAL
THE LANDSCAPE
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‘BAD UX’ STARTS IN THE
BOARDROOM
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KEY CHALLENGE:
OURSELVES
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REALITY VS PURISM
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INTUITION VS INSIGHT
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QUESTION EVERYTHING
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‘BAD UX’ STARTS WHEN WE ASSUME
TOO MUCH
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KEY CHALLENGE:
MEASURING UX ROI
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Perc
enta
ge %
0
25
50
75
100
Reduced complexity Reduced errors Reduced Churn Increased usage Increased upsells
Companies with highly effective UX have increase their revenue by 37%
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HARD SOFT
• CONVERSION / ACQUISITION
• LEAD GENERATIONS
• RETENTION
• (TARGETED) TRAFFIC
• VIRAL REFERRALS (NOT ONLY VIDEOS)
• CHANNEL MIGRATION
• EMPLOYEE PRODUCTIVITY
• COST SAVINGS
• ENGAGEMENT
• CUSTOMER SATISFACTION
• LOYALTY TO BRAND / BUILDING CHAMPIONS
• UTILISATION AND PRODUCT / SERVICE ADOPTION
• AWARENESS
• ETHICS
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$300 MILLION BUTTON*
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‘BAD UX’ STARTS WHEN WE DONT
BASELINE, TEST OR SET A FRAMEWORK
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KEY CHALLENGE:
THE HALO
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UX IS MORE THAN JUST THE FLOWS THROUGH WEBSITE
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ITS CALL CENTRE VOLUMES
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IT’S STAFF MOTIVATION & RETENTION
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IT’S MAKING CUSTOMERS QUESTION THEMSELVES
“I’M BAD AT TECHNOLOGY STUFF”
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‘BAD UX’ IS WHEN WE DON'T CONSIDER ALL THE COMPONENTS IN
PLAY
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HOW DO WE TACKLE THIS?
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1. Own the brief 2. Remember the user, but remember ourselves 3. Take the business and stakeholders on the
journey 4. Understand the impact on the business user 5. Deliver the brand through the experience 6. Baseline everything you can & then we can prove
our worth
+44 203 743 7020 gavin@elselondon.com www.elselondon.com
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AN EXPERIENCE DESIGN CONSULTANCY.
THE MEASURE OF SUCCESS. The DBA champions the impact Design has on Business. This year we won a Design Effectiveness Award for our work on transforming the booking experience for S7 Airlines – a One World partner.
Friction-free bookings create 100% uplift
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