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Designing Better Experiences: Matt Gibson for Marketing Week Live 2015

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Cyber-Duck's Chief Design Officer Matt Gibson spoke to Marketing Week Live's audience in April 2015 about user-centred design and how better experiences for our users means better business.

Publicada em: Design
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Designing Better Experiences: Matt Gibson for Marketing Week Live 2015

  1. 1. HELLO.I’m Matt @duckymatt
  2. 2. @cyberduck_uk cyber-duck.co.uk
  3. 3. DESIGNING
 BETTER EXPERIENCES
  4. 4. USER CENTRED DESIGN? SO, WHAT IS
  5. 5. The best designed products and services result from understanding the needs of the people who will use them.
  6. 6. Credit: http://xkcd.com/773/
  7. 7. CREATING MYDLC, A CROSS-CHANNEL END-TO-END CUSTOMER PORTAL
 EXPERIENCE
  8. 8. DESIGNING A POSITIVE USER EXPERIENCE FOR A DEBT RECOVERY COMPANY. THE CHALLENGE
  9. 9. OUR OBJECTIVES INCREASE USER-FRIENDLINESS EMPOWER CUSTOMERS STREAMLINE BUSINESS PROCESS
  10. 10. OUR PROCESS
  11. 11. RESEARCH
  12. 12. STAKEHOLDER INTERVIEWS ONE ON ONE ANONYMOUS BROAD CROSS-SECTION LEARNT A LOT ABOUT THEIR CUSTOMERS AND HOW THEY COMMUNICATE
  13. 13. USER RESEARCH
  14. 14. DIRECT EXPOSURE TO USER RESEARCH INCREASES EMPATHY
  15. 15. PEOPLE ARE ALWAYS MORE EMPATHETIC TO WHAT THEY SEE FIRST HAND
  16. 16. There is a direct correlation between this exposure and the improvements we see in the designs that team produces. JARED SPOOL Photo credit: Jeffrey Zeldman: http://www.flickr.com/photos/zeldman/8614173005/ http://www.uie.com/articles/user_exposure_hours/
  17. 17. PERSONAS BASED ON RESEARCH CREATE A PICTURE OF WHO WE’RE DESIGNING FOR USED THROUGHOUT DESIGN ENCOURAGE EMPATHY!
  18. 18. SEMIOTIC ANALYSIS THE STUDY OF SIGNS AND SYMBOLS AND SOCIETY’S INTERPRETATION OF THEM WE LOOKED AT MEANING CODED INTO DLC’S EXISTING DESIGNS
  19. 19. SEMIOTICS ON DLC RED IS GOOD BE FORMAL, BUT NOT BUREAUCRATIC AUTHORITY RATHER THAN AUTHORITARIAN DON’T BE IMPERSONAL FOLLOW A LOGICAL NARRATIVE BROWN ENVELOPES ARE BETTER THAN WHITE
  20. 20. ANALYTICS ON DLC, GOOGLE ANALYTICS WAS LARGELY UNHELPFUL AND CREATED A FALSE PICTURE OF OUR USERS INSTEAD WE USED BUSINESS DATA TO HELP INFORM OUR PERSONA RESEARCH
  21. 21. CROSS CHANNEL RESPONSIVE DESIGN
  22. 22. DEFINE A NARRATIVE USER STORIES TO DEFINE A NATURAL FLOW TO THE UX. KEEPING POSSIBLE DECISIONS PER STEP TO A MINIMUM.
  23. 23. HICK’S LAW TIME TAKEN TO RESPOND NUMBER OF OPTIONS
  24. 24. 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.
  25. 25. ACTIVELY AVOIDING MISINTERPRETATION FORK HANDLES OR FOUR CANDLES? Image credit: BBC. (The Two Ronnies, 1976)
  26. 26. TONE OF VOICE 90% OF INTERFACE DESIGN IS TONE OF VOICE. GETTING THIS RIGHT ON MYDLC
 WAS CRITICAL TO THE SUCCESS OF THE DESIGN.
  27. 27. 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 more willing to actually deal with it, than shoving it in the bin and saying you never received the letter.
  28. 28. TEST, TEST, AND TEST SOME MORE Image credit: The Ladd Company, Shaw Brothers and Warner Bros. (Blade Runner, 1982)
  29. 29. ▲ 72.5% TRANSACTIONS INCREASE IN ONLINE TRANSACTIONS IN FIRST 7 MONTHS SINCE LAUNCH ▲ 66% REVENUE INCREASE IN REVENUE IN FIRST 7 MONTHS SINCE LAUNCH 40 HOURS SAVED AGENT TIME SAVED A HUGE AMOUNT OF AGENT TIME PER MONTH
  30. 30. Businesses cannot treat their customers as passive “consumers” any longer; every company is in the user experience business. KAREN MCGRANE Source: http://alistapart.com/column/explaining-water-to-fish Photo credit: Eirik Helland Urke: http://www.flickr.com/photos/webdagene/6149954950/
  31. 31. THANK YOU @duckymatt @cyberduck_uk

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