How to Create User-Focused, Results Driven Digital Experiences - Andy Headington
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How to Create User-Focused, Results Driven Digital Experiences - Andy Headington
- 1. DMSSO – OCT 2017 HOW TO CREATE USER-FOCUSED, RESULTS DRIVEN DIGITAL EXPERIENCES
- 3. WHO AM I? Started Adido in 2003 Digital marketing speaker and cynic The future is fascinating I like to swim @andy_head / @adido ANDY HEADINGTON
- 5. WE’RE ADDICTED TO CHECKING OUR PHONES 58% OF SMARTPHONE USERS DON’T GO 1 HOUR WITHOUT CHECKING THEIR PHONES Sources: Lookout 150
- 7. ATTENTION IS HIGHLY MULTITASKED THE AVERAGE AMERICAN HAS OVER 31HRS OF ACTIVITY IN A DAY
- 8. “WE ARE MOVING FROM A WORLD WHERE COMPUTING POWER WAS SCARCE TO A PLACE WHERE IT NOW IS ALMOST LIMITLESS AND WHERE THE TRUE SCARCE COMMODITY IS INCREASINGLY HUMAN ATTENTION” SATYA NADELLA, CEO MICROSOFT
- 9. www.adi.do
- 14. WHY UX?
- 15. BACK TO BASICS Channel Spend Avg. CPC Clicks Quote Conv. Rate Quotes Cost per Quote Quote to Sale New Custom ers Cost per Customer Avg. Spend per month AOV Total Revenue ROI PPC £80,000 £7.50 10,667 25% 2,667 £30.00 50% 1,333 £60.00 £13,333 £160 £133,333 67% Remarketing £1,000 £0.50 2,000 15% 300 £3.33 25% 75 £13.33 £166 £160 £11,000 1000% Display £3,500 £1.00 3,500 5% 175 £20.00 25% 44 £80.00 £1,166 £160 £3,500 0% Facebook Ads £4,000 £2.00 2,000 10% 200 £20.00 25% 50 £80.00 £666 £160 £4,000 0% YouTube £88,500 1,502 £58.92 £151,833 72%
- 18. USE DATA
- 21. • Who are they? User Personas • What do they want to do? User goals • How are they going to do it? User tasks • Where are they doing it? User scenarios FIND OUT!
- 22. USER PERSONAS
- 23. “OBSERVING AND INTERVIEWING JUST FIVE USERS USUALLY UNCOVERS ABOUT 85% OF ALL PROBLEMS.” Source: Nielson Norman Group TALK TO AND LISTEN TO YOUR USER TYPES
- 24. • Single vision… Provides an agreed point of reference for stakeholders. • Defend solution against internal pressures to deviate. • Represent the voice of the customer in the development and testing of project deliverables • Facilitates ease of content creation - tone, segmentation, personalisation and customisation. APPLYING YOUR USER INSIGHT
- 27. APPLYING YOUR USER INSIGHT
- 28. WHO’S BEHIND THE SCREEN?
- 29. .
- 30. THE ELEPHANT IN THE ROOM WHO’S IN CHARGE?
- 31. WE LIKE COPYING OTHERS SEE ALSO SCARCITY BIAS
- 32. WE DON’T WANT TO LET THE TEAM DOWN SOCIAL NORMING - LOW COST = BIG IMPACT
- 33. WE DON’T LIKE UNCERTAINTY SIMPLE TECHNIQUES HELP
- 34. WHAT ABOUT THE FUTURE?
- 37. • Continue learning about your customer’s expectations - do this by keep talking to them • Keep tabs on changes in the market in general • Set measurable KPI’s and review on a regulate basis • When setting budgets think differently TIPS FOR REMAINING USER-FOCUSED
- 38. https://www.uxpin.com/studio/blog/the-practical-guide-to-empathy-maps-creating-a-10-minute-persona/
- 39. EXPLORE. CAPTIVATE.CREATE. © Adido 2017 01202 586 300 HELLO@ADI.DO WWW.ADI.DO WILSON HOUSE | LORNE PARK ROAD | BOURNEMOUTH | BH1 1JN
Editor's Notes
- Whilst we have got better at multitasking our attention, we’ve actually shorten our attention spans to less the 9 seconds that goldfish reportedly have. it is now 8 seconds which is HALF of what is was in 2000. http://www.telegraph.co.uk/news/science/science-news/11607315/Humans-have-shorter-attention-span-than-goldfish-thanks-to-smartphones.html
- brands you love are engaging with you in a different way. They are maintaining your attention, not just awareness
- http://theskunkpot.com/index.php/visions-of-the-future-19-past-visions-of-21st-century-metropolis-vintage-posters/
- http://www.seomworld.com/2013/09/on-average-we-check-our-smart-phones.html#.Vs2dGfmLS7Q
- Whilst we have got better at multitasking our attention, we’ve actually shorten our attention spans to less the 9 seconds that goldfish reportedly have. it is now 8 seconds which is HALF of what is was in 2000. http://www.telegraph.co.uk/news/science/science-news/11607315/Humans-have-shorter-attention-span-than-goldfish-thanks-to-smartphones.html
- Whilst we have got better at multitasking our attention, we’ve actually shorten our attention spans to less the 9 seconds that goldfish reportedly have. it is now 8 seconds which is HALF of what is was in 2000. http://www.telegraph.co.uk/news/science/science-news/11607315/Humans-have-shorter-attention-span-than-goldfish-thanks-to-smartphones.html
- Keep this slide to top level thinking Tell the client that they have an attention problem – either through not enough awareness/attention in the market OR not enough attention on them for whatever reason i.e. their website doesn’t convert enough, their website looks poor in the market Either way, people don’t care enough about them and they don’t get enough attention
- With attention spans shortening we pay less attention to less things. We’ve trained ourselves to tune out of big media messaging and for it to just be background noise. Inattentional blindness
- Wasted money on stupid pop up ads that we don’t want and only annoy us
- Stupid content that no one wants to read but is only there to attract clicks
- Stupid content that no one wants to read but is only there to attract clicks
- Basic questions you need to be asking? a good pace to start would be to speak to your customer facing staff who have first hand knowledge once we have this information…
- Basic questions you need to be asking? a good pace to start would be to speak to your customer facing staff who have first hand knowledge once we have this information…
- Basic questions you need to be asking? a good pace to start would be to speak to your customer facing staff who have first hand knowledge once we have this information…
- More detailed UX persona that includes Personal attributes - how sensitive to prove they are, how tech savvy they are. What are their motivations and goals What Important factors to them Barriers and frustrations Technical solutions they are likely to use more importantly - their expectations! These are a great point of reference that everyone understand, stakeholders and project team
- Personas are a great way to visualise your user types. Very basic information. not related to their online behaviours/attitudes/frustrations or goals. demographic profiling falls short when we want to understand how people feel, what their emotions are. Attitudes and frustrations when using digital products such as th eone you may be developing. More detailed UX persona that includes Personal attributes - how sensitive to prove they are, how tech savvy they are. What are their motivations and goals What Important factors to them Barriers and frustrations Technical solutions they are likely to use more importantly - their expectations! These are a great point of reference that everyone understand, stakeholders and project team
- Norman Nielsen Group, one of the world's foremost authority in UX, This doesnt have to be an expensive process. Yes, more user research gives more insight…. Simply recruit five participants who represent your actual users and offer them an incentive to use your product in an observed environment. Give them real tasks to complete. Ask them to think aloud, but don't help or guide them. Observe their behaviour and listen to their feedback to uncover potential issues.
- Tested against user insight from concept to development to build… - justifies decisions made in the projects Use insight across other areas of business development, eg social media campaigns, content marketing, product development. etc Ensures project team remains user-centric throughout all phases. Test against defined and agreed user journeys and scenarios
- Tested against user insight from concept to development to build… - justifies decisions made in the projects Use insight across other areas of business development, eg social media campaigns, content marketing, product development. etc Ensures project team remains user-centric throughout all phases. Test against defined and agreed user journeys and scenarios
- Not complicated lot of common sense Seen the value of Great UX So go out there and create great user experiences. start looking into it, star thinking about it That was a whistle stop introduction to the core components of our UX methodology… easy, logical and common sense Why need an agency? You can do it… however all too common, without dedicated resource to do the UX work necessary it gets missed and users potentially go elsewhere It’s like internal IT teams, think internally it can be handled yet often other priorities and so end result takes ages and is poor Time is your enemy as you have your own job and responsibilities already Specialists bring expertise… users and best practices evolve, continually…we live, breath and literally sleep UX!
- 3 Ways Elephants And Neuroscience Can Help You Make Better Decisions Everything You Know About Neuroscience is Wrong Here’s a fancy brain picture for you: Research says that’s likely to make you think I know what I’m talking about — even if I don’t. Via The Invisible Gorilla: How Our Intuitions Deceive Us: In one clever experiment, David McCabe and Alan Castel had subjects read one of two descriptions of a fictitious research study. The text was identical, but one description was accompanied by a typical three-dimensional brain image with activated areas drawn in color, while the other included only an ordinary bar graph of the same data. Subjects who read the version with the brain porn thought that the article was significantly better written and made more sense. The kicker is that none of the fictitious studies actually made any sense— they all described dubious claims that were not at all improved by the decorative brain scans. The brain is quite complex and poorly understood — even by experts. As Molly Crockett explains, most everything we read in the media about the brain is grossly oversimplified and often flat-out wrong. Oxytocin isn’t just the “love hormone.” And dopamine isn’t merely “the reward neurotransmitter.” And serotonin isn’t just the “happy chemical.” Is this a very left brain way for me to look at things? Or right brain? Turns out that distinction is largely misunderstood in the popular media as well: Sorry. I don’t mean to poo-poo all the ways you make sense of what’s going on in your head. So is there a good metaphor for the brain’s workings that can help us live our lives better — and doesn’t require a PhD to understand? Yes. And it’s actually over 2000 years old — but meshes perfectly with the latest neuroscience has to offer. Here we go. The Elephant And The Rider In The Dhammapada, Buddha compared his desires to an elephant and his discipline to a human trainer: In days gone by this mind of mine used to stray wherever selfish desire or lust or pleasure would lead it. Today this mind does not stray and is under the harmony of control, even as a wild elephant is controlled by the trainer. Jonathan Haidt dives into the roots and modern science of this metaphor in The Happiness Hypothesis: Finding Modern Truth in Ancient Wisdom: The image that I came up with for myself, as I marveled at my weakness, was that I was a rider on the back of an elephant. I’m holding the reins in my hands, and by pulling one way or the other I can tell the elephant to turn, to stop, or to go. I can direct things, but only when the elephant doesn’t have desires of his own. When the elephant really wants to do something, I’m no match for him. It’s an elegant way to understand the primary structure of the human brain. The old parts of the brain are like the elephant: A simple yet powerful creature, ruled by primal emotion and desires. The new brain (or prefrontal cortex) is the rider: Smarter and more rational but easily overpowered. When the elephant is calm, the rider can steer the elephant. This is the “you” you usually identify with. But when you’re hungry or tired, when you break that diet or procrastinate against your better judgment — that’s the elephant exerting his strength. Good luck trying to steer that big guy when he gets frightened by a mouse, Mr. Rider. It’s a great metaphor and matches the latest in neuroscience pretty well. In Thinking, Fast and Slow, Nobel Prize winning psychologist Danny Kahneman talks about the two types of thinking: System 1 and System 2. They match the elephant and the rider pretty closely. Problem is I always forget which is System 1 and which is System 2 — but I never forget the difference between the elephant and the rider. So how does this relate to your life? Elephant > Rider When the elephant really wants something, he almost always wins. Maybe this seems depressing. Shouldn’t the smart guy be in charge? We need to remember: the rider evolved to serve the elephant, not the other way around. Fond of eating, sleeping, and being safe, the elephant always keeps the fundamentals in mind. But the elephant does make bad decisions, and the rider can help. You want to be more productive. You even read a blog about it. You develop a fancy system and a schedule. You’re feeling good. But that’s all for the rider. The elephant doesn’t understand any of it. And so you still end up procrastinating. (Turns out your elephant likes TV, chips and salsa. Go figure.) So how do we make good changes in our lives if the rider is so weak?
- What about next year? Voice is a big thing?
- What about next year? Voice is a big thing?
- (workshops, speak to the users involved in research phase) and review regularly and react - (sales, visitors etc) Create an accessible dashboard on going support, iterative changes supported by continued UX research ONLY USERS CAN TELL YOU HOW THEY FEEL. Once you've completed your user research you should plan to address the ever evolving expectations of uses - Redo research efforts every 6-12 months depending on vertical market
- (workshops, speak to the users involved in research phase) and review regularly and react - (sales, visitors etc) Create an accessible dashboard on going support, iterative changes supported by continued UX research ONLY USERS CAN TELL YOU HOW THEY FEEL. Once you've completed your user research you should plan to address the ever evolving expectations of uses - Redo research efforts every 6-12 months depending on vertical market