5 ux principles to boost your online marketing
Post on 21-Apr-2017
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Andy Marshall, Head of User Experience
to boost your online marketing
Rufus Leonard is a 26 year old, independently owned agency based in Farringdon, London.
Rufus have a heritage in design thinking to deliver transformative brand experiences.
In 1990 Rufus worked with Shell and for the first time we digitised their brand guidelines.
At the time, it was bleeding edge stuff, created and distributed globally on CD Roms.
Rufus continued to deliver brand experiences. When The Internet appeared in the 90s Rufus continued to deliver firsts.
BTs first ever website.
The first e-commerce solution for an automobile manufacturer with Smart.
And we also created Track and Trace for Royal Mail, which retains much the same features seen today on their website.
Weve worked with Lloyds for over 20 years, and created their first online banking portal.
Throughout all of this, Rufus has remained true to their brand experience roots, embracing design thinking with customers at the heart of everything we do.
So WTF is UX?User Experience is the process of seeing things from the customers perspective.
It is focussed on developing solutions for businesses that identify and solve problems for their customers.
And we strive to design solutions that are high in usability, and that create engaging and desirable experiences.
When UX meets MarketingWhen you start to look at the conversations out there on Google, theres a sense of dissonance between UX and marketing.
From the 98 thousand articles returned on Google for UX and Marketing, you can see theres a lot of discussions out there.
There are a lot of mixed opinions.
How Marketing sees UX
We must come across like a child on a soapbox. A bit preachy. And probably a bit boring.
One of the things people in UX are obsessed about is talking about what UX is, so I can understand that from the outside how this can come across.
Dont worry, this isnt a presentation on what UX is! But if you want to make your UX teams sweat, just ask them to give you a definition of UX in one line!
How UX sees Marketing
Turning the tables, UX seems to have a perception of marketers are stuck in the 1950s. Its all focus groups and surveys
So when you look at the conversations happening out there, theres a general perception that were like oil and water, and that we cant mix.
But I dont subscribe to this.
If marketing is about selling products and services to customers, UX is about designing products and services for customers to use.
And whilst we often overlap, one thing is for certain is that were all focussed around the same customers and there are things we can learn from one another.
5 ux principles to boost your online marketing
Research in the 1970s was conducted to find the affects of participants receiving favours.
Participants were in two groups, and a plant/confederate would offer a bottle of Coca Cola to the participant in one of the groups, but not the other.
Later on, the confederate would ask the participant if they would like to purchase some raffle tickets they were selling for a new car, telling the participant the one that sold the most would get $50.
Group Adidnt receive a free drink
Group Breceived a free drink
Testing reciprocity: The effect of receiving favours
Raffle ticket sales
Group 2, the group who received the free gift of the bottle of Coca Cola, bought twice as many raffle tickets as the group who didn't receive a free gift.
This was the case even when the participant didnt particularly like the confederate!
Define: ReciprocityIf you give something of value to a customer, theyre more likely to give you something in return.
It starts with giving
Change for full page screenshot
It starts with giving: Campaign Monitor
Newsletter subscriptions are a classic example of asking a customer to provide something of value to them up front: Their personal details.
But customers will only commit to doing so if youve given them something of value first. This could be the content on your website, an app, or in Campaign Monitors case, they offer access to their past issues.
You have to give people something of genuine value to the customer before they will be willing to reciprocate.
Dont Give Then Take Away
Dont give then take away: Evernote
Evernotes freemium model is spot on.
The free version has almost the same capabilities as the paid for versions. It provides incredible utility, and there are no time limits enforced on its usage.
The lesson here is that whatever you choose to give of value, you shouldnt ask for it back further down the line.
Evernote gives customers something of real value, and its without ties.
Avoid anonymity: bench.co This is bench.co, a bookkeeping company based in New York and Vancouver.
This is the page you see when you sign up for a free trial, so this is their form of reciprocity.
And shown here is an actual employee of Bench. If you walked into their office, this is someone you would see. This might well be the person you would speak to.
Having a person make eye contact with you on this page in particular, where you are subscribing for a free trial, introduces social pressure.
This creates a stronger feeling of indebtedness. Youre chance of reciprocating increases as a result.
Its subtle, and is very effective.
1. ReciprocityConsider what you can give to customers of real value.
Dont give, and then take away.
Avoid anonymity to nudge people to reciprocate.
Things to consider
The Bouba Kiki test
Which is Bouba, and which is Kiki?
The Bouba Kiki test
98% of people agree In research, 98% percent of people said that Bouba is the shape on the right, with Kiki on the left.
There are aesthetics to sounds. We associate sounds like k with sharpness and we describe these as harsh. Sounds like b are described as softer and are associated with curved shapes.
And we subconsciously create associations between those sounds, and with the shapes we see here.
Interestingly, Bao () in Chinese means explode, so this test is culturally specific, so you can get different results with different cultures.
Define: Aesthetic Association We subconsciously create associations between different aesthetics. When we talk about aesthetics, were referring to more than visuals. Aesthetics appeal to all our senses.
Aesthetic association: 7UP
Louis Cheskin in the 1930s uncovered the relationships we have between the packaging and the actual product.
The designers at the Cheskin Company ran an experiment where they added 15% more yellow on the colour of the can.
Customers quickly reacted, complaining that the company had changed the flavour of the drink to be more lime-y.
This was interesting, given they hadnt actually changed the product itself.
Aesthetic association: eBay
In a similar (but not experimental) story, eBay started life with a yellow background.
One day they decided to change the background from yellow to white. They received so many complaints, they had to change the colour back to yellow. And everyone was happy again.
Aesthetics affect all aspects of a product.
Then they sneakily changed the background from yellow to white over the period of several weeks. The change was so subtle customers never noticed it.
Aesthetic association: Apple Packaging
Apple understand the importance of aesthetics.
They are masters at building anticipation, from the moment you buy a product in the store and take it home, to the unpacking of materials carefully designed and considered. Even the smell of the packaging is consistent across the packaging for all their products.
There are people who post videos on YouTube showing products being unpacked. They dont even show the products being used. Just products being unpacked.
Product design and packaging is as important as the product itself. It all forms part of the brand experience.
Aesthetic association: Website performance
Several years ago I worked on a website for a company who offer hardware optimisation software for servers.
They couldnt understand what was wrong with the fact that their homepage took 18 seconds to load.
This is poor performance by any stan