great user experience is what you customer demands
TRANSCRIPT
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Great User Experience is what your customer demandsJohan Verhaegen - Marketing Automation Summit, 18.9.2015
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A typical project brief for a UX designer
“Our new service should breath our brand and wow our
customers. Here’s are the requirements, all we need you to do is to create a gorgeous design.”
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http://www.mobify.com/blog/
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http://www.mobify.com/blog/
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“It’s only when [UX] is done poorly that we notice it”
Jared Spool
“You cannot NOT have a user experience”
Lou Carbone
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User Experience Framework
CUSTOMER JOURNEY
DESIGN VISION
VALUE PROPOSITION
CUSTOMER INSIGHT
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User Experience Framework
DESIGN VISIONVALUE PROPOSITION
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Product / Service
Needs
Wants
Concerns
Customer
Value proposition
Technology Features
User Experience
Value Proposition Canvas
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WELCOME HOME
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User Experience Framework
DESIGN VISIONVALUE PROPOSITION
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Design vision
USABILITY PRINCIPLES
DESIGNDESIGN PRINCIPLES
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BASED ON HOW PEOPLE
Feel
Think
HearSee
InteractBehave
Usability principles
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1. People are lazy by nature• If no effort is required, no effort will be done.
• People scan screens based on past experiences and expectations.
• In the mind of most users, a website is a simple thing:• a logo• primary navigation• a search box• utilities• content• (that’s it)
Usability principles
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2. People like to be in control• People love it when you give them autonomy. It
gives them the feeling that they’re smart and powerful.
• It’s like raising your kids: If you give them control, you give the message that you trust them. And they’ll trust you in return.
• People love choice. Let them choose and they’ll taste the power of control.
Usability principles
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filters
scoped search
related search
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well-positioned call-to-action
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well-positioned call-to-action
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Usability principles Design principles
1. People are lazy by nature
2. People like to be in control
3. …
1. “The simpler, the better”
2. “Power to the people”
3. …
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12
3
Design principles
“The simpler,the better”
“Power to the people”
…
DESIGN
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Design vision
USABILITY PRINCIPLES
DESIGNDESIGN PRINCIPLES
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Design challenges
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Design challenges• Carousels
• Product pages
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• Not recognizable as such• “Help, they’re moving around” → auto-
forwarding• Difficult to interact with
Source: Usability Geek - http://bit.ly/YNzTR1
CAROUSEL FAILURES
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1. Stick to a maximum of 4 frames2. Show how many frames there are, and where the
user is within the “progression”3. Use crisp-looking text and images4. Don’t auto-forward5. Put navigation controls inside the carousel
Source: Nielsen Norman Group - http://bit.ly/1ljtqav
CAROUSEL SUCCESS
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• Complex layout• Insufficient product information• Tiny product images• Absence of product videos• Poor customer service pages
Source: Usability Geek - http://bit.ly/YNzTR1
PRODUCT PAGE FAILURES
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1. The F-pattern 2. The Z-pattern
CREATIVE BLOQ - http://bit.ly/1GTHGhN
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1. Use a predictable layout2. Provide elaborate product information3. Use (very) large product images4. Include product videos5. Go for a holistic customer service
PRODUCT PAGE SUCCESS
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Before you take off:3 things to take with you
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1. Clearly communicate your value proposition
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2. Know how to use usability principles(or hire someone who does…)
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3. Tackle design challengeswith design best practices
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