ux café december 2013: aziz musa 'the distortion of financial pressure
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We were delighted to have the brilliant Aziz Musa join us for the last UX Café of the year. Aziz was the highlight for many at the recent Mind the Product conference and he gave an energetic talk at UX Café sharing his insights and unique style with us. Most recently Aziz was Commercial Director at Moonpig.com/PhotoBox. Prior to this he's worked for Lastminute.com, holiday autos, Travelocity and a host of other companies in the UK, Europe and the Middle East. Currently he's Digital Director of Pegasus, an Integrated Communications Consultancy. Check him out on twitter: https://twitter.com/azizmusa Or sign up to hear when the next 2014 events will happen: http://www.meetup.com/uxcafe/TRANSCRIPT
I’m probably wrong so question me @azizmusa azizmusa.com
“Nothing distorts reality as effectively as the promise of financial gain”
Edward Herman & Noam Chomsky Manufacturing Consent
5X shift in 72 hours
-22% shift over the year
15 times lower conversion
Mobile traffic increasing
Lower conversion of mobile traffic
Degrading overall conversion
Double mobile conversion rate
Launch in 5 weeks (code freeze)
Make £50k within 6 weeks
• Build, and launch • MOCCA room
Objectives:
Double mobile conversion rate
Launch in 5 weeks (code freeze)
Make £50k within 6 weeks
10x Improvement Conversion
Code Freeze
Make £50k within 6 weeks
Make £50k within 6 weeks
Actually £50k 6 DAYS
Make £50k within 6 weeks
Actually £50k 6 DAYS
In 6 weeks made £500k
Felt uncomfortable
Didn’t deliver pure product
Felt too much pressure
Felt uncomfortable
Didn’t deliver pure product
Felt too much pressure
Felt uncomfortable
Didn’t deliver pure product
Felt too much pressure
x = Profound Simplicity Beauty
Pure Product
“On the far side of complexity lies profound simplicity”
Karl Wieck 2004
Superficial Simplicity
Confused Complexity
Profound Simplicity
“Profound Simplicity is not merely the absence of complexity, it is the exquisite mastery of it.”
“Hear my soul speak. Of the very instant that I saw you, Did my heart fly at your service” The
Tempest. William Shakespeare
Chrome adverts John Lewis advert
iPod Shuffle dial
Felt uncomfortable
Didn’t deliver pure product
Felt too much pressure
Distortive Pressures
Seasonality
Competitive Volatility
Time Pressure
“For the love of money is the root of all kinds of evil. And some people, craving money, have
wandered from the true faith and pierced themselves with many
sorrows” Timothy 6:10
“It’s impossible to unlearn what you already know.” Chip and Dan Heath, Made to Stick
Have product principles, know them deeply If you break your principles do it consciously There’s no shame in striving for perfection and
failing
I’m probably wrong so question me @azizmusa azizmusa.com