marketing automation summit 2015
TRANSCRIPT
Great User Experience is what your customer demandsJohan Verhaegen - Marketing Automation Summit, 18.9.2015
A typical project brief for a UX designer
“Our new service should breath our brand and wow our
customers. Here’s are the requirements, all we need you to do is to create a gorgeous design.”
http://www.mobify.com/blog/
http://www.mobify.com/blog/
“It’s only when [UX] is done poorly that we notice it”
Jared Spool
“You cannot NOT have a user experience”
Lou Carbone
User Experience Framework
CUSTOMER JOURNEY
DESIGN VISION
VALUE PROPOSITION
CUSTOMER INSIGHT
User Experience Framework
DESIGN VISIONVALUE PROPOSITION
Product / Service
Needs
Wants
Concerns
Customer
Value proposition
Technology Features
User Experience
Value Proposition Canvas
WELCOME HOME
User Experience Framework
DESIGN VISIONVALUE PROPOSITION
Design vision
USABILITY PRINCIPLES
DESIGNDESIGN PRINCIPLES
BASED ON HOW PEOPLE
Feel
Think
HearSee
InteractBehave
Usability principles
1. People are lazy by nature• If no effort is required, no effort will be done.
• People scan screens based on past experiences and expectations.
• In the mind of most users, a website is a simple thing:• a logo• primary navigation• a search box• utilities• content• (that’s it)
Usability principles
2. People like to be in control• People love it when you give them autonomy. It
gives them the feeling that they’re smart and powerful.
• It’s like raising your kids: If you give them control, you give the message that you trust them. And they’ll trust you in return.
• People love choice. Let them choose and they’ll taste the power of control.
Usability principles
filters
scoped search
related search
well-positioned call-to-action
well-positioned call-to-action
Usability principles Design principles
1. People are lazy by nature
2. People like to be in control
3. …
1. “The simpler, the better”
2. “Power to the people”
3. …
12
3
Design principles
“The simpler,the better”
“Power to the people”
…
DESIGN
Design vision
USABILITY PRINCIPLES
DESIGNDESIGN PRINCIPLES
Design challenges
Design challenges• Carousels
• Product pages
• Not recognizable as such• “Help, they’re moving around” → auto-
forwarding• Difficult to interact with
Source: Usability Geek - http://bit.ly/YNzTR1
CAROUSEL FAILURES
1. Stick to a maximum of 4 frames2. Show how many frames there are, and where the
user is within the “progression”3. Use crisp-looking text and images4. Don’t auto-forward5. Put navigation controls inside the carousel
Source: Nielsen Norman Group - http://bit.ly/1ljtqav
CAROUSEL SUCCESS
• Complex layout• Insufficient product information• Tiny product images• Absence of product videos• Poor customer service pages
Source: Usability Geek - http://bit.ly/YNzTR1
PRODUCT PAGE FAILURES
1. The F-pattern 2. The Z-pattern
CREATIVE BLOQ - http://bit.ly/1GTHGhN
1. Use a predictable layout2. Provide elaborate product information3. Use (very) large product images4. Include product videos5. Go for a holistic customer service
PRODUCT PAGE SUCCESS
Before you take off:3 things to take with you
1. Clearly communicate your value proposition
2. Know how to use usability principles(or hire someone who does…)
3. Tackle design challengeswith design best practices
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Thank you!