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How to compete against the big fish - by Mogens Møller | UXRiga 2017

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In his talk at UXRiga 2017 conference, Mogens Møller was revealing how to beat large websites like Amazon by understanding how to motivate your visitors and by competing on parameters where the big fish suck!

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How to compete against the big fish - by Mogens Møller | UXRiga 2017

  1. 1. ≤≤ How to compete against the big fish Presented by Mogens Møller CEO OF Sleeknote & usability Specialist
  2. 2. Pssst… We’re hiring remote UX designers & Frontend Engineers www.sleeknote.com/careers
  3. 3. European Championship 1992
  4. 4. “Danes are the happiest people in the world” United Nations World Happiness Report 2016 Æv også, vi skal haverød grød med fløde
  5. 5. Today I’ll present strategies and tactics on how to compete against the big fish.
  6. 6. I don’t have a magic formular.
  7. 7. But I’ve done A LOT of mistakes and A LOT of user research. It’s the fruit from all these mistakes and user-research I’ll present today.
  8. 8. Today1of How you can compete against the big fish 3 examples incl. cases and action take-aways 2you can repeat again and again 3-step process incl. link to templates and guides sleeknote.com/uxriga2017 slide deck
  9. 9. A story about Jesper & Anders.
  10. 10. Own bricks and mortar shop: Skibutikken
  11. 11. They sell everything you need for your ski vacation - ski, boots, jackets, trousers, helmets, goggles
  12. 12. And also sell online.
  13. 13. They truly love their shops. But they are afraid. Because their online sales are not increasing as they expected.
  14. 14. They are convinced it’s because the “Big Fish” are taking their customers. Big marketplaces, warehouses, chain shops etc.
  15. 15. This is the situation for a lot of shop owners today. They fear the future! They thought online shopping was the future - the new source of infinity growth. But it’s not anymore.
  16. 16. What’s your USP? What do you do to differentiate from theBig Fish?
  17. 17. Well, it’s obvious. Look at our website…
  18. 18. Do any of your competitors also offerfree shipping, quick delivery etc.? Well, yes. we guess!
  19. 19. So are your USPs really unique? Hmmmm.
  20. 20. Do you have competitors to yourbricks and mortar shop? Yes. Of course. A lot. Primarily big shops and chains shops etc.
  21. 21. What do you do to differentiate from these?
  22. 22. It’s simple: We’re experts on everything you need for your ski vacation. And we know our target audience very well. So we do everything we can to help people in our physical shop to find the product that matches their needs.
  23. 23. In the big chain shops there are so many employees. And naturally, they can't all be experts.
  24. 24. Have you tried doingthe same online?
  25. 25. Aha moment
  26. 26. 1of How you can compete against the big fish 3 examples incl. cases and action take-aways 2you can repeat again and again 3-step process incl. link to templates and guides
  27. 27. How to compete against the big fish Example #1 Imagine you are about to buy a new pillow. 6 min.
  28. 28. Most websites are simple Order receivers Most of the time, we don’t know exactly what product we want. We know what kind of product we want. We know the product category, but not the exact product.
  29. 29. How to compete against the big fish Take Away #1 Don’t be a stupid order receiver Help and guide your visitors to find the right product
  30. 30. Don’t copy cases Be inspired by principles
  31. 31. How to compete against the big fish Example #2 Ski vacation. Often the case is: We don’t know the exact destination, but we have decided to travel either south or north. 10 min.
  32. 32. Persona
  33. 33. NO!!!
  34. 34. The Stock Photo Trap
  35. 35. The Stock Photo Trap
  36. 36. The Stock Photo Trap
  37. 37. CarinaAugusta
  38. 38. What’s happening, dad??? Why are we not driving? Ohh well, I can just as well let go of a little fart. It might get us driving again!!! Winston
  39. 39. Persona (simplified) Facts - Møller Byskov Family - First time skiing with the kids Needs and Wishes - Great kids area - No drunk Danish afterskiers - Close to Autobahn - Good super markets
  40. 40. 19%uplift in bookings test period: 11 weeks Conversions: 500+ statistical significance: 98%
  41. 41. How to compete against the big fish Take Away #2 Know your customers and create real personas Good blog posts, books, and videos about creating personas Link: goo.gl/dnb9xH
  42. 42. How to compete against the big fish Example #3 The persona is a young guy going to Thailand with his friends and scuba diving for the first time. 15 min.
  43. 43. Assume your visitors are always in a hurry
  44. 44. Case You’re having guests this weekend. You’re gonna eat some spicy food. You need a good bottle of red wine.
  45. 45. Case You’re running a small company. You need a good and simple printer.
  46. 46. Case You work in a growing business. You want to buy an optimization workshop. But You’re not sure which package/plan to choose.
  47. 47. 80% 20%
  48. 48. 50% 45% 5% 80% 20%
  49. 49. How to compete against the big fish Take Away #3 Create no-brainers Assume your visitors are always in a hurry
  50. 50. If you want to beat The Big Fish Take Away #3 Create no-brainers Assume your visitors are always in a hurry
  51. 51. How to compete against the big fish Don’t be an order receiver Help and guide your visitors to find the right product #1 #2 #3 Know your customers and create real personas Create no-brainers Assume your visitors are always in a hurry
  52. 52. customer centric
  53. 53. Hmmm, how about… NO!
  54. 54. 80% of companies say they’re customer centric But only 8% of customers agree Source: http://bain.com/bainweb/pdfs/cms/hotTopics/closingdeliverygap.pdf
  55. 55. Repeatable process 22 min.
  56. 56. If you optimize without having a process, You might as well go to the casino
  57. 57. Repeatable process step #1 daily AUTO EMAILS
  58. 58. Document with all questions Link: goo.gl/hqfXWl More ressources Book Roadmap to revenue by Kristin Zhivago Link: goo.gl/Ja54dO Blog posts
 You Don't Know Your Customer And It's Crippling Your Growth
 Link: goo.gl/UQEAsP 
 How to Create Customer Feedback Loops at Scale Link: goo.gl/9pdqEJ Auto emails questions
  59. 59. You learn What your most valuable traffic sources are (not only last click).#1 Which competitors you actually compete against.#2 What information you are missing on your website.#3 The most important reasons why people are not converting.#4 What words your customers use to describe your product.#5 Email template Email template Link: goo.gl/DRhRWq
  60. 60. Repeatable process step #2 Quarterly Phone interviews 27 min.
  61. 61. If you don’t regularly talk to customers You lose the finger on the pulse You need that to create the best New features, pricing structure, Vision, product roadmap
  62. 62. Only goal: Get to know your customers better
  63. 63. Phone interviews to-do list Book 1 day in your calendar 1-2 months from now #1 Make an agenda A work day ~ 7 hours & 30 min. Each interview ~ 15-20 min. But book 30 min. to each interview (toilet break, go more in depth etc.) = 15 customer interviews #2 Create time slots Download my template: goo.gl/t2QFtK #3 Send emails Download my template: goo.gl/67J6Qy If a customer can’t make it. Book him for next quarter #4 Prepare opening pitch#5 Download my template: goo.gl/ZEjMBE
  64. 64. You learn How your customers daily working lives are#1 What your customers are struggling with right now#2 What your customers like about your service/product#3 What your customers don’t like about your service/product#4 How your customers want your service/product to improve#5 Phone interviews
  65. 65. You need to learn how customers behave and what they need. In other words: focus on their problem, not their suggested solution – Cindy Alvarez
  66. 66. Repeatable process step #3 every half year testsUserUsability 31 min.
  67. 67. 1 2 Need a good script Hard to find testersCustomers, Partners, Social Media, Coffee shop, Physical store, Train, Employment agency Read my guide: goo.gl/DeZk0Q
  68. 68. Small talk Introduction Scenario Google Competitors First impression Tasks Final questions Usability test script 1 2 3 4 5 6 7 8 My usability test script (not just the agenda) Link: goo.gl/afhwe6 Checklist to usability testing Link: goo.gl/82hrkt
  69. 69. You learn The most critical usability issues on your website#1 Why people click on specific Google search results #2 How potential customers compare you to your competitors#3 Usability tests
  70. 70. The best usability tests Leave you in tears 35 min.
  71. 71. This will be You before the usability test begins We’ve just launched the new website. What can possibly go wrong?
  72. 72. And You when the usability test begins
  73. 73. You when the usability test is over
  74. 74. Your developers when you pass the results from the usability tests Ohh, come on! Did you test with monkeys?
  75. 75. Your developers when you tell them, you now will do usability testing regularly
  76. 76. This is when you go from best friends to worst enemies
  77. 77. AUTO EMAILS Phone interviews Usability tests Daily Quarterly half-yearly Repeatable process
  78. 78. sleeknote.com/uxriga2017 slide deck
  79. 79. sleeknote.com/uxriga2017 Don’t be an order receiver
  80. 80. Use your advantages sleeknote.com/uxriga2017
  81. 81. Be customer centric
  82. 82. Repeatable process
  83. 83. And you will outcompete the big fish
  84. 84. Thanks for listening mm@sleeknote.com sleeknote.com/uxriga2017 Liels paldies Mēs tiekamies bārā
  • jamesherrera

    Oct. 28, 2018
  • UrosPredic

    Mar. 19, 2018

In his talk at UXRiga 2017 conference, Mogens Møller was revealing how to beat large websites like Amazon by understanding how to motivate your visitors and by competing on parameters where the big fish suck!

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