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STARTING AT THE CUSTOMER<br />Craig Menzies, iCrossing<br />1<br />
Guard cat<br />
I need to get a quote for insurance for my scooter.<br />I start where most consumers start . . . <br /> Google.<br />
I choose one of the paid links at the top . . . mostly because I recognize the brand from TV.<br />
On first glance: A clean, useful site – someone’s spent time on this.<br />I click here to see what the process is to get ...
I get an interim page. I just want to see what the quote process looks like. What am I in for?I choose “New user.”<br />
OK, this is good. I make sure I have all the details I need. But I still don’t know if they insure scooters!<br />
FOUR pages in from my start page, I finally get to the form. And still no information.<br />I close the browser window wit...
I’ll try this one: “Questions & answers”<br />
Nothing here that answers my question.<br />
Now I’m confused AND lost . . .  <br />I go back to Google and try someone else.<br />
Or to put it another way . . .<br />The Web<br />
Start with the Customer<br />Agenda<br />Why should we care about Customer Experience?<br />Customer Experience tactics an...
Start with the Customer<br />Agenda<br />Why should we care about Customer Experience?<br />Customer Experience tactics an...
Start with the Customer<br />Overall website usability is generally poor<br />17<br />Distribution Of Web Site User Experi...
Start with the Customer<br />Your brand is at risk<br />18<br />How is your opinion of a brand or company affected if its ...
< Poor online experiences damage your brand and lose you customers ><br />19<br />
< To prevent a poor online experience, start with the Customer! ><br />20<br />
Start with the Customer<br />Agenda<br />Why should we care about Customer Experience?<br />Customer Experience tactics an...
Start with the Customer<br />Core Principles – The Elements of User Experience<br />22<br />UX describes a process for und...
Start with the Customer<br />User Experience is about ‘getting it right’<br />23<br />This?<br />Or this?<br />What does t...
Start with the Customer<br />Yes, this actually is a real website<br />24<br />
Start with the Customer<br />You should see it ‘live’<br />25<br />
Start with the Customer<br />User Experience vs Customer Experience<br />I believe Customer Experience goes further than U...
Start with the Customer<br />Core Principles – Evaluating the Experience<br />‘Scenario design’: A concept built on a simp...
Start with the Customer<br />Who are your customers?<br />Do we always take the time to understand who our customers are?<...
Start with the Customer<br />The User Experience Toolkit<br />Customer surveys (online or offline)<br />Examination of exi...
Start with the Customer<br />30<br />Target audience Personas<br />
Start with the Customer<br />Good personas go further<br />31<br />
Anthropologists!<br />Anthropologists!<br />Ethnographic research means talking to real customers to find out who they are...
Start with the Customer<br />What do your customers want to achieve?<br />Do we always take the time to understand what ou...
Start with the Customer<br />The User Experience Toolkit<br />Expert usability reviews of websites or mobiles devices<br /...
Start with the Customer<br />All points of the  user journey<br />35<br />
Start with the Customer<br />Observe and record<br />36<br />Article source: Forrester Research, Craig Menzies, May 2008 “...
Start with the Customer<br />Work out taxonomies and IA with Card Sorting<br />37<br />
Start with the Customer<br />How can we help our customers achieve their goals?<br />Do we always do the sensible thing?<b...
Start with the Customer<br />Approaches that work<br />Interviews with key business stakeholders<br />Strategy and plannin...
Start with the Customer<br />Make the executives do stuff<br />40<br />Article source: Forrester Research, Craig Menzies, ...
Start with the Customer<br />Make the executives do stuff<br />41<br />Article source: Forrester Research, Craig Menzies, ...
Start with the Customer<br />Agenda<br />Why should we care about Customer Experience?<br />Customer Experience tactics an...
< Websites don’t exist in a vacuum ><br />43<br />
Start with the Customer<br />How we used to see the web<br />44<br />That website thing that we keep hearing about<br />So...
Start with the Customer<br />The reality today – welcome to the network<br />45<br />
Start with the Customer<br />Agenda<br />Why should we care about Customer Experience?<br />Customer Experience tactics an...
}<br />Engaged<br />A new framework<br />Visible<br />Engaged<br />Useful, usable, desirable<br />REQUIREMENT<br />User re...
Start with the Customer<br />Recommendations<br />If you don’t already, make user experience research a mandatory part of ...
Questions?<br />49<br />
THANK YOU!<br />50<br />Email: craig.menzies@icrossing.co.uk<br />Call: +44 (0)1273 828 671<br />Website: www.icrossing.co...
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iCrossing UK Client Summit 2011 - Starting at the customer

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Starting at the customer by Craig Menzies for the iCrossing client summit 2011

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iCrossing UK Client Summit 2011 - Starting at the customer

  1. 1. STARTING AT THE CUSTOMER<br />Craig Menzies, iCrossing<br />1<br />
  2. 2.
  3. 3.
  4. 4. Guard cat<br />
  5. 5. I need to get a quote for insurance for my scooter.<br />I start where most consumers start . . . <br /> Google.<br />
  6. 6. I choose one of the paid links at the top . . . mostly because I recognize the brand from TV.<br />
  7. 7. On first glance: A clean, useful site – someone’s spent time on this.<br />I click here to see what the process is to get a quote.<br />From an insurer’s perspective, are motorcycles the same thing as scooters? I searched for “scooter,” didn’t I?<br />
  8. 8. I get an interim page. I just want to see what the quote process looks like. What am I in for?I choose “New user.”<br />
  9. 9. OK, this is good. I make sure I have all the details I need. But I still don’t know if they insure scooters!<br />
  10. 10. FOUR pages in from my start page, I finally get to the form. And still no information.<br />I close the browser window with the quote form and go back to where I started.<br />
  11. 11. I’ll try this one: “Questions & answers”<br />
  12. 12. Nothing here that answers my question.<br />
  13. 13. Now I’m confused AND lost . . . <br />I go back to Google and try someone else.<br />
  14. 14. Or to put it another way . . .<br />The Web<br />
  15. 15. Start with the Customer<br />Agenda<br />Why should we care about Customer Experience?<br />Customer Experience tactics and techniques<br />Websites and the wider World<br />How can we start moving in the right direction?<br />15<br />
  16. 16. Start with the Customer<br />Agenda<br />Why should we care about Customer Experience?<br />Customer Experience tactics and techniques<br />Websites and the wider World<br />How can we start moving in the right direction?<br />16<br />
  17. 17. Start with the Customer<br />Overall website usability is generally poor<br />17<br />Distribution Of Web Site User Experience Review Scores Across 1,387 Sites<br />(Pass score = 25, representing a minimally satisfactory experience)<br />Article source: Jonathan Browne, September 2010 “Web Design Best Practices From UK Interactive Agencies”<br />
  18. 18. Start with the Customer<br />Your brand is at risk<br />18<br />How is your opinion of a brand or company affected if its Web site does not perform up to your standards?<br />Article source: Craig Menzies (Ed. Harley Manning), January 2009 “The Future Of Web Design: Balanced Support For Both Customer Goals And Brand Communication”<br />
  19. 19. < Poor online experiences damage your brand and lose you customers ><br />19<br />
  20. 20. < To prevent a poor online experience, start with the Customer! ><br />20<br />
  21. 21. Start with the Customer<br />Agenda<br />Why should we care about Customer Experience?<br />Customer Experience tactics and techniques<br />Websites and the wider World<br />How can we start moving in the right direction?<br />21<br />
  22. 22. Start with the Customer<br />Core Principles – The Elements of User Experience<br />22<br />UX describes a process for understanding how things should work<br />UX provides a framework for asking – and getting answers to – the right questions<br />Source: The Elements of User Experience, Jesse James Garrett: www.jjg.net<br />
  23. 23. Start with the Customer<br />User Experience is about ‘getting it right’<br />23<br />This?<br />Or this?<br />What does the customer REALLY want and need?<br />Image source: http://www.flickr.com (users: RowdyKittens and scarletgreen)<br />
  24. 24. Start with the Customer<br />Yes, this actually is a real website<br />24<br />
  25. 25. Start with the Customer<br />You should see it ‘live’<br />25<br />
  26. 26. Start with the Customer<br />User Experience vs Customer Experience<br />I believe Customer Experience goes further than User Experience<br />It attempts to convince organisations to think about their customers at all levels and across all channels – and strives to give them the tools to do so<br />Generic user picture vs a real person<br />Tactical vs Strategic<br />26<br />
  27. 27. Start with the Customer<br />Core Principles – Evaluating the Experience<br />‘Scenario design’: A concept built on a simple assumption: No experience is inherently good or bad, it can only be judged by looking at how well it helps customers achieve their goals. <br />This approach requires companies to continually ask — and answer — three questions: <br />Who are your customers?<br />What are their goals?<br />How can you help them achieve those goals?<br />27<br />Source: July 19, 2004, “Scenario Design: A Disciplined Approach To Customer Experience” by Bruce D. Temkin, Forrester Research<br />
  28. 28. Start with the Customer<br />Who are your customers?<br />Do we always take the time to understand who our customers are?<br />Are they really who we think they are?<br />Are they who they TELL us they are?<br />28<br />I am Darth Vader<br />Woof<br />I am Darth Vader<br />(SOURCE: www.scificool.com, www.masalatime.com)<br />
  29. 29. Start with the Customer<br />The User Experience Toolkit<br />Customer surveys (online or offline)<br />Examination of existing sales records<br />Ethnographic research<br />Personas and scenarios<br />Market research<br />Interaction with call centres and other channels<br />Focus groups with real customers<br />29<br />
  30. 30. Start with the Customer<br />30<br />Target audience Personas<br />
  31. 31. Start with the Customer<br />Good personas go further<br />31<br />
  32. 32. Anthropologists!<br />Anthropologists!<br />Ethnographic research means talking to real customers to find out who they are and what they want and need<br />
  33. 33. Start with the Customer<br />What do your customers want to achieve?<br />Do we always take the time to understand what our customers really need and want?<br />Why don’t we?<br />How can we?<br />33<br />(SOURCE: www.failblog.org)<br />(SOURCE: www.lolcars.com)<br />
  34. 34. Start with the Customer<br />The User Experience Toolkit<br />Expert usability reviews of websites or mobiles devices<br />User needs analysis<br />Examination of customer sales history data<br />More ethnographic research<br />Information architecture and taxonomies (e.g. Card sorting)<br />Usability labs and remote usability testing<br />Examination of data from:<br />Web analytics<br />Search campaigns (natural and paid)<br />Social media<br />34<br />
  35. 35. Start with the Customer<br />All points of the user journey<br />35<br />
  36. 36. Start with the Customer<br />Observe and record<br />36<br />Article source: Forrester Research, Craig Menzies, May 2008 “Case Study: How Credit Suisse Made Customer Experience Matter”<br />
  37. 37. Start with the Customer<br />Work out taxonomies and IA with Card Sorting<br />37<br />
  38. 38. Start with the Customer<br />How can we help our customers achieve their goals?<br />Do we always do the sensible thing?<br />Do we always think all the way through the solutions we put in place?<br />Do we test the solutions we put in place? (or even the prototype?!)<br />As an organisation, are we setup or ready to change?<br />38<br />(SOURCE: www.failblog.org)<br />
  39. 39. Start with the Customer<br />Approaches that work<br />Interviews with key business stakeholders<br />Strategy and planning workshops<br />Iterative website optimisation<br />Customer satisfaction surveys (e.g. NetPromoter, CxPi)<br />A/B and multivariate testing, eye tracking studies<br />Structured ‘user centred design’ (UCD) processes<br />Functional specifications<br />Wireframes<br />Task flow diagrams and user journeys<br />Process, culture, change management<br />Immersion exercises<br />39<br />
  40. 40. Start with the Customer<br />Make the executives do stuff<br />40<br />Article source: Forrester Research, Craig Menzies, May 2008 “Case Study: How Credit Suisse Made Customer Experience Matter”<br />
  41. 41. Start with the Customer<br />Make the executives do stuff<br />41<br />Article source: Forrester Research, Craig Menzies, May 2008 “Case Study: How Credit Suisse Made Customer Experience Matter”<br />
  42. 42. Start with the Customer<br />Agenda<br />Why should we care about Customer Experience?<br />Customer Experience tactics and techniques<br />Websites and the wider World<br />How can we start moving in the right direction?<br />42<br />
  43. 43. < Websites don’t exist in a vacuum ><br />43<br />
  44. 44. Start with the Customer<br />How we used to see the web<br />44<br />That website thing that we keep hearing about<br />Some positive results (e.g. £££)<br />Customers (with £££)<br />
  45. 45. Start with the Customer<br />The reality today – welcome to the network<br />45<br />
  46. 46. Start with the Customer<br />Agenda<br />Why should we care about Customer Experience?<br />Customer Experience tactics and techniques<br />Websites and the wider World<br />How can we start moving in the right direction?<br />46<br />
  47. 47. }<br />Engaged<br />A new framework<br />Visible<br />Engaged<br />Useful, usable, desirable<br />REQUIREMENT<br />User response on-site<br />User response off-site<br />Natural search<br />Social outreach / online PR<br />Paid search<br />On-site content<br />Off-site content<br />SOLUTION<br />Phone calls<br />Email enquiries<br />Blog comments/posts<br />Facebook fans / interactions<br />Twitter fans / interactions<br />RSS subscribersSentiment of response<br />Can user goals be completed?<br />Is the right content in the right place?<br />Does the site provide a memorable experience?<br />Is the site participatory? Does it encourage dialogue?<br />Does the site provide reasons for people to come back?<br />Traffic<br />Unique visitors<br />Inbound links<br />SERPS<br />Reach (eyeballs/OTS)<br />Friend/fan networksPage impressions<br />Conversions<br />KPIs<br />
  48. 48. Start with the Customer<br />Recommendations<br />If you don’t already, make user experience research a mandatory part of every digital project, like you would project management<br />Adopt a view that encompasses the entire digital world (search, social, brand sites, campaigns, etc.) – think ‘connected’<br />Even when it’s hard, follow a structured design process – it works and ultimately saves time and money<br />Reap the benefits of knowing your customers better – those unpredictable ideas that come from an outside perspective<br />48<br />
  49. 49. Questions?<br />49<br />
  50. 50. THANK YOU!<br />50<br />Email: craig.menzies@icrossing.co.uk<br />Call: +44 (0)1273 828 671<br />Website: www.icrossing.co.uk<br />Blog: http://connect.icrossing.co.uk<br />Twitter: @craigmenzies<br />

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