6 TIPS TO DRIVE CRACKING BRAND UX (ON A BUDGET)

Why is (good) UX important?

“Intuitive user interfaces allow greater brand expression. If your interface is intuitive, you have more flexibility to bring brand richness to the experience. ”

Jesmond Allen, Head of UXcxpartners

So what is good UX? An “experience” cannot be limited to one or two factors:

• Visual design• Copy• Usability testing, surveys,

research• Analytics data • Journey flow • Website structure• CX• Joined-up thinking between

departments; exposing mutual expertise and skillsets. What do we do well?

Good UX is a product of strategy

It’s the marriage of all company activity – product sign-off to return receipt – within the user interface itself

• Your product is unique to you • Your relationship with your customers is unique to you• Your service is unique to you• Your market position is unique to you• Your technology position is unique to you

Start with “Why” (thanks Simon Sinek)

Six blockers to good UX1. Time and resource poor 2. Native ecommerce understanding – “newfangled” web in a nation of barrow

boys! 3. Sample size of one/HiPPO thinking/IWOOT syndrome4. Outsourced development; inflexible platforms; not having a great agency by

your side5. Internal communication issues; strategic understanding6. Local impact issues within a global brand

So what can you do? There are ways to:

• Save time• Save internal friction• Achieve better commercial results

• AND do it on a budget

1. Research (it’s essential)

Cost (low-high)

Effec

tive

Mum

Call shadowing

Store visits

Exit surve

ys

Focus group

Remote

testing

MVT

CS logs

Guerrilla

research

Expert

review

Analytics

Company

strategy

2. Create a task model

3. Agree on the purpose of each pageGet everyone in a room and thrash out what each page is for:

• Use your research/task model!• Primary purpose (eg PLP as display mechanic, filtering mechanic)• Secondary purpose (SEM, what makes the customer reassured? “Non-sexy”

stuff like free delivery)• How content associates with these pages, and what type – essential for

modern brands

4. Make friends with the front line - Customer services and retail are your friends (CX is UX)

- Call centre listening meetings- Monthly service reviews with directors (both retail/MOTO)- Use your CSRs to carry out UAT

“You build and lose a business the same way, one customer at a time.”

Nick Wheeler

5. The Devil’s in the detailSome brands are not in control of their UX. You might be a local function of an international brand. Or you might have a restrictive platform.

You are still in control!

• Images• Copy: naming conventions • Js injection • Availability

6. Disrupt for profit’s sake • Think walking through an IKEA store (do you need more

tealights?)• Think walking through Heathrow’s departure lounge• Always find a way to monetise more through a logical,

interruptive journey flow• Doesn’t reduce spend; increases wealth

To summarise

• Clever UX doesn’t have to be costly and prohibitive• Start at the top, with your company strategy (don’t have one? Write one)• Use your internal resources to best effect – you have more than you may

realise

Any questions?