Designing Better Experiences - A Digital Masterclass for the Financial Sector - 18th November 2014
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A Digital Masterclass presented at http://www.masterclassing.com/events/digital-finance-london/ on 18th November 2014. This was a case study showing the value of user experience in the finance sector, looking at how Cyber-Duck applied human-centred design principles to the design of a hugely successful cross-channel experience for dlc.
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Designing Better Experiences - A Digital Masterclass for the Financial Sector - 18th November 2014
- 1. DESIGNING BETTER EXPERIENCES I’m Matt @duckymatt
- 2. SO, WHAT IS USER CENTRED DESIGN?
- 3. The best designed products and services result from understanding the needs of the people who will use them.
- 5. CREATING MYDLC, A CROSS-CHANNEL END-TO-END CUSTOMER PORTAL EXPERIENCE
- 6. THE CHALLENGE DESIGNING A POSITIVE USER EXPERIENCE FOR A DEBT RECOVERY COMPANY. !
- 7. OUR OBJECTIVES INCREASE USER-FRIENDLINESS EMPOWER CUSTOMERS STREAMLINE BUSINESS PROCESS
- 8. OUR PROCESS
- 9. RESEARCH
- 10. STAKEHOLDER INTERVIEWS ONE ON ONE ! ANONYMOUS ! BROAD CROSS-SECTION ! LEARNT A LOT ABOUT THEIR CUSTOMERS AND HOW THEY COMMUNICATE
- 11. USER RESEARCH
- 12. PERSONAS BASED ON RESEARCH ! CREATE A PICTURE OF WHO WE’RE DESIGNING FOR ! USED THROUGHOUT DESIGN ! ENCOURAGE EMPATHY!
- 13. OTHER RESEARCH SEMIOTICS - THE STUDY OF SIGNS ! ANALYTICS - INFORMING DESIGN WITH DATA ! COMPETITORS - CONVENTIONS BEING SET?
- 14. CROSS CHANNEL RESPONSIVE DESIGN
- 15. DEFINE A NARRATIVE USER STORIES TO DEFINE A NATURAL FLOW TO THE UX. ! KEEPING POSSIBLE DECISIONS PER STEP TO A MINIMUM. !
- 16. MOBILE FIRST WE STARTED ALL PROTOTYPES LOOKING AT THE SMALL SCREEN FIRST. ! IT’S EASIER TO SCALE UP A DESIGN THAN TO SQUEEZE A DESKTOP SITE ON MOBILE.
- 17. TONE OF VOICE 90% OF INTERFACE DESIGN IS TONE OF VOICE. ! GETTING THIS RIGHT ON MYDLC WAS CRITICAL TO THE SUCCESS OF THE DESIGN.
- 18. TONE OF VOICE It was actually really nicely put. I’ve obviously had letters like this before. I’ve never seen anywhere, you know ‘please call us and we will take your circumstances into account’. I really liked that on that letter. You are actually more willing to deal with it, rather than throw it in the bin and say you never received it.
- 20. ! ▲ 72.5% TRANSACTIONS ! ▲ 66% REVENUE ! ! 40 HOURS SAVED AGENT TIME INCREASE IN ONLINE TRANSACTIONS IN FIRST 7 MONTHS SINCE LAUNCH INCREASE IN REVENUE IN FIRST 7 MONTHS SINCE LAUNCH SAVED A HUGE AMOUNT OF AGENT TIME PER MONTH
- 21. KAREN MCGRANE Businesses cannot treat their customers as passive “consumers” any longer; every company is in the user experience business. Photo credit: Eirik Helland Urke: http://www.flickr.com/photos/webdagene/6149954950/ Source: http://alistapart.com/column/explaining-water-to-fish
- 22. THANK YOU @duckymatt @cyberduck_uk