Presentation by Mark Bell, Experience Planning Director, Dare at the Creative Pioneers Challenge Can-Start Optimiser Workshops on 5th November 2012 at the IPA.

1. How to optimise user experience on websites
07 November 2012

2. WHAT DO WE MEAN BY
USER EXPERIENCE
IN ADVERTISING?

3. The agency model is
traditionally based around
Planning and Creative Design

4. In today’s connected world
there is a gap…

5. …because of the direct
impact that agencies can
have on behavioural change

6. Brand Planning Creative Design
A potentially
wide range of
What we know
and what the
opportunity is
[the gap] ideas
showing how
the opportunity
could be
achieved

7. Brand Planning USER EXPERIENCE Creative Design
How the
audience Design
What we know behaves and ideas in
and what the are there context to
opportunity is opportunities to behavioural
influence change
behaviour

8. Brand Planning USER EXPERIENCE Creative Design
What we want What we need How we will
to achieve to do achieve it

9. Discovery Interact Memory
INFLUENCING CHOICES

10. HOW TO OPTIMISE THE
USER EXPERIENCE
ON WEBSITES

11. UX As part of planning
Brand Planning Social and Tactics
UX
(Experience Planning)
Plan Define
Influence Interact

12. UX
(Experience Planning)
Plan Define
Influence Interact

13. Plan

14. Plan

15. Plan

16. Plan

17. Plan

18. UX
(Experience Planning)
Plan Define
Influence Interact

19. Loss
aversion
Default
Choice
Nudge
Influence

20. UX
(Experience Planning)
Plan Define
Influence Interact

21. Interact

22. Interact

23. UX
(Experience Planning)
Plan Define
Influence Interact

24. Define

25. Define

26. Define

27. Define

28. 4 THINGS TO CONSIDER WHEN OPTMISING THE
USER EXPERIENCE
OF WEBSITES

29. NUMBER 1
SIMPLIFY

30. NUMBER 2
CONNECT THE
EXPERIENCE

31. NUMBER 3
CONSIDER THE
IMPERFECT HUMAN

32. NUMBER 4
MEMORY?

33. Mark.Bell@ThisisDare.com