1.
How to Create Online
Experiences That People
LOVE
Trent Mankelow
Optimal Usability
Photo from http://www.flickr.com/photos/jamesclay/2264414513/

2.
2

3.
6

4.
How can you create an online
experience that people love?

5.
World-class companies focus
on three things
Service
Design
Data

6.
Case Study 1. Service

7.
“That was the best customer
service I have ever had.”

8.
Photo from http://scott-allison.net/2009/12/08/culture-at-zappos-and-how-everyone-benefits/

9.
New employees are
offered $2,000 to quit

10.
97%
turn it
down

11.
“It's best to know early on if
an employee doesn't buy
into the vision or the
culture, it just makes
economic sense.”
- Tony Hsieh, Zappos CEO

12.
X 1,000,000,000

13.
Zappos is a service company
that happens to sell shoes

14.
“Don't be surprised if in 20
years we're running an
airline.”
- Tony Hsieh, Zappos CEO

15.
World-class companies focus on
Service

16.
Source: http://blogs.forrester.com/brian_walker/11-03-11-welcome_to_the_era_of_agile_commerce

17.
World-class companies
explicitly design the ENTIRE
experience: across interactions
and across channels

18.
"We think the telephone
remains one of the greatest
brand inventions ever.
Where else can you get
customers' undivided
attention today?"
- Tony Hsieh, Zappos CEO
Quote from http://www.tampabay.com/news/business/retail/zappos-ceo-thinks-online-customer-service-is-essential-to-survival/1128880
Photo from http://bondcreative.files.wordpress.com/2009/03/zappos-tony-ceo-shoes.jpg

19.
Case Study 2. Design

20.
“As a discussion about design
grows longer, the probability
of using Apple as an exemplar
approaches one”
(With apologies to Adaptive Path and Mike Godwin)

21.
Apple have a fanatical focus on
elegant, emotional design

22.
They throw away 90% of
the work they do

23.
Design is infused
throughout the
customer
journey

24.
World-class companies focus on
Design

25.
Design ≠ Aesthetics

26.
“Design’s power runs far deeper
than aesthetics.... If you are
mapping out a sales strategy, or
streamlining a manufacturing
operation, or crafting a new
system for innovating you are
engaged in the practice of
design”
- Bill Breen, Masters of Design, 2004

27.
Good design = Simple
Good design = Personable
Good design = Attractive

28.
World-class companies
simplify
simplify
simplify

29.
The most
popular
spot on
the Xero
home
page?
‘Try for
free’

30.
“In the everyday world, we want
to get on with the important
things in life, not spend our time
in deep thought attempting to
open a can of food or dial a
telephone number.” - Don
Norman

31.
“My buddy Russ and I were
talking one day. ‘What the
fuck should I make for
dinner?’ I queried. That's the
genesis for this website.”

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53

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54

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55

35.
56

36.
World-class companies have
personality

37.
59

38.
61

39.
World-class companies are
attractive

40.
If someone is physically
attractive, people tend
to assume they also
have a host of
admirable qualities,
such as intelligence and
honesty.
- B.J. Fogg

41.
Teachers presume that good-looking
children are more intelligent than their
less attractive classmates

42.
A visually appealing
website is seen as more
credible

43.
Research participants remembered
more than 2,500 pictures with 90%
accuracy

44.
Case Study 3. Data
75

45.
"Quicken is not
quick, there's got
to be a better way
to do this.”
– Aaron Patzer, CEO and
founder

46.
77

47.
Mint even warns you when your bank
charges fees!
78

48.
Mint focuses on helping
individual users make sense of
their own data

49.
The next level of insight is in
comparing ourselves with
others like us

50.
2,000,000 users
2 years
$2,000,000 marketing

51.
World-class companies focus on
Data

52.
Dopamine Sex
makes us
seek
Information??
Food

53.
“I keep saying that the sexy job in
the next 10 years will be
statisticians. I’m not kidding.”
- Hal Varian, chief economist at Google

54.
World-class companies
provide tools to help
customers understand their
own data

55.
World-class companies focus
on three things
Service
Design
Data

56.
A final point - Devices
Mobile
Location-aware
Touch-enabled
Context-aware

57.
Mobile

58.
Location-aware

59.
Touch-enabled

60.
Context-aware

61.
In conclusion

62.
What?
So what?
Now what?

63.
102

64.
Read

65.
Play

66.
Show

67.
Questions?
trent@optimalusability.com
(021) 389-494
@trentmankelow
@OptimalNZ
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