This document provides 6 tips for driving good user experience (UX) on a budget. It emphasizes that good UX is the result of marrying all company activities through the user interface. The tips are to: 1) conduct low-cost user research; 2) create a task model; 3) agree on the purpose of each webpage; 4) collaborate with customer service and retail teams; 5) focus on details like images and copy; and 6) disrupt workflows to increase monetization opportunities. The document stresses that clever UX does not need to be expensive and that companies should leverage internal resources and strategy to improve the user experience.

1. 6 TIPS TO DRIVE CRACKING BRAND UX (ON A BUDGET)

2. Why is (good) UX important?
“Intuitive user interfaces allow greater brand
expression. If your interface is intuitive, you
have more flexibility to bring brand richness
to the experience. ”
Jesmond Allen, Head of UX
cxpartners

3. So what is good UX?
An “experience” cannot be limited to one or two factors:
• Visual design
• Copy
• Usability testing, surveys,
research
• Analytics data
• Journey flow
• Website structure
• CX
• Joined-up thinking between
departments; exposing
mutual expertise and
skillsets. What do we do
well?

4. Good UX is a product of strategy
It’s the marriage of all company activity – product sign-off to return receipt –
within the user interface itself
• Your product is unique to you
• Your relationship with your customers is unique to you
• Your service is unique to you
• Your market position is unique to you
• Your technology position is unique to you

5. Start with “Why” (thanks Simon Sinek)

6. Six blockers to good UX
1. Time and resource poor
2. Native ecommerce understanding – “newfangled” web in a nation of barrow
boys!
3. Sample size of one/HiPPO thinking/IWOOT syndrome
4. Outsourced development; inflexible platforms; not having a great agency by
your side
5. Internal communication issues; strategic understanding
6. Local impact issues within a global brand

7. So what can you do?
There are ways to:
• Save time
• Save internal friction
• Achieve better commercial results
• AND do it on a budget

8. 1. Research (it’s essential)
Cost (low-high)
Effective
Mum
Call
shado
wing
Store
visits
Exit
surve
ys
Focus
group
Remo
te
testin
g
MVT
CS
logs
Guerr
illa
resea
rch
Exper
t
revie
w
Anal
ytics
Comp
any
strate
gy

9. 2. Create a task model

10. 3. Agree on the purpose of each page
Get everyone in a room and thrash out what each page is for:
• Use your research/task model!
• Primary purpose (eg PLP as display mechanic, filtering mechanic)
• Secondary purpose (SEM, what makes the customer reassured? “Non-sexy”
stuff like free delivery)
• How content associates with these pages, and what type – essential for
modern brands

11. 4. Make friends with the front line
- Customer services and retail are your friends (CX is UX)
- Call centre listening meetings
- Monthly service reviews with directors (both retail/MOTO)
- Use your CSRs to carry out UAT
“You build and lose a business the same
way, one customer at a time.”
Nick Wheeler

12. 5. The Devil’s in the detail
Some brands are not in control of their UX. You might be a
local function of an international brand. Or you might
have a restrictive platform.
You are still in control!
• Images
• Copy: naming conventions
• Js injection
• Availability

13. 6. Disrupt for profit’s sake
• Think walking through an IKEA store (do you need more
tealights?)
• Think walking through Heathrow’s departure lounge
• Always find a way to monetise more through a logical,
interruptive journey flow
• Doesn’t reduce spend; increases wealth

14. To summarise
• Clever UX doesn’t have to be costly and prohibitive
• Start at the top, with your company strategy (don’t have one? Write one)
• Use your internal resources to best effect – you have more than you may
realise
Any questions?