ux-centric approach enabled yha to double online revenue in 36 months - jon smith, yha at frosmox16

UX at the Heart of Business TransformationJon Smith

Head of Digital, YHA England & Wales

YHA (England & Wales)2

YHA England & Wales

Jon Smith Head of Digital

Ben Griffiths Ecommerce Manager

3

YHA England & Wales

Jon Smithjoined YHA here

YHA Website Revenue £million

To inspire all, especially young people, to broaden their horizons, gaining knowledge and independence through new experiences of adventure & discovery.

4

YHA England & Wales

Mission

5

• 197 unique locations • 136 YHA Youth Hostels • 61 Enterprise and Affiliate sites • £48 million turnover • 1300 staff /2000 volunteers • 1.8 million guest overnights

YHA England & Wales

6

YHA England & Wales

YHA Challenges

7

YHA England & Wales

User ExperienceService

8

YHA England & Wales

User ExperienceProducts

9

YHA

User ExperienceProducts

10

YHA

User ExperienceProducts

11

YHA

User ExperienceProducts

12

YHA England & Wales

User ExperienceWebsite & Digital Marketing

13

14

Online Revenue £million

1

3

4

6

7

2012 2013

Lost £1,000,000 in first year after launch.

15

YHA England & Wales

Took far too long

Internally focussed

Lack of expertise

June 2010

User ExperienceDigital focus 2013 onwards….

Search Engines

Pay Per Click

Display Banners

Video

Social Media

Affiliate Marketing

Content / Inbound Marketing

Automation

Internal expertise

Hybrid agency model

Ongoing investment

Agile

Digital marketing

Social media strategy

Target customer communication

User-focussed website

Deliver better, faster &

cheaper?

Million

23

YHA website Revenue £million

24

25

YHA

30 more hostels set to be

included in 2015.

2014 2015 2016

Insert photo of London Stratford hostel

28

YHA

29

YHA

Future UX Developments

30

YHA England & Wales

Using FrosmoPersonalisation

31

YHA England & Wales

Using FrosmoSplit-testing

32

YHA England & Wales

Using FrosmoRapid development

33

YHA England & Wales

Hybrid Agency modelInternal + Agency dev virtual team

34

YHA England & Wales

Website PlatformMigration to Drupal 8

Summary

Obsession with UX to driving online revenue growth and customer satisfaction.

36

YHA

37

“You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new.”

Steve Jobs. Apple.

38

YHA England & Wales

Embrace agile. Incremental

change, reinvesting RIO to finance further change.

Internal expertise. Become a better

client to agencies, speed up change, reduce cost of dev.

Data-driven decisions.

Improve budget spend, smarter

decisions.UX AT THE HEART OF EVERYTHING

39

YHA England & Wales

Thank youJon Smith

Head of Digital

www.jonsmith.info

@jonsmith.info

www.linkedin.com/in/jonsmith-info

Ben Griffiths

Ecommerce Manager