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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(021) 389-494
@trentmankelow@OptimalNZ
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