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Extraordinary results through
user-centred design
Find
Research
Research
Are there two adjoining rooms? Do you have a cot? A babysitter? A ...?“ ”
Decide
Book
web
mobile
phone
social
instore
web
mobile
phone
social
instore
The opportunity
"A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures"
an action performed to convey a feeling or intention
gesture
A brand is a person’s gut feeling. It’s not what you say it is. It’s what they say it is. !
The Brand Gap, Marty Neumeier
User experience = Brand
That was an awful experience… user-centred or theft-
proof?
Great expectations
Let’s look at some specific ecommerce
experiences….
“if you use a standard approach, you’ll get standard results.” Brian Kalma
The fundamental challenge?
As good as they are, these websites are built around products, not people.
...which means they haven’t evolved that much from the paper catalogue.
The web is being rebuilt around people. !Paul Adams Head of product design, Intercom Previously Google, Facebook
http://www.slideshare.net/padday/paul-adams-keynote-from-mind-the-product-conference-2013
http://www.slideshare.net/padday/paul-adams-keynote-from-mind-the-product-conference-2013
This is not “social”
Instead of trying to fit our stores into Facebook, we should be thinking about how we can fit Facebook
into our stores.
1st major shift: Social
Look what I made
Look what I made for you
Cleverbug.com Personalized greeting cards
from Facebook photos
Look what I made for you
2nd major shift: Personal
• desktop web pic
once the core of our business
I was sitting on my couch watching TV. My computer was down the hallway. I couldn’t be arsed getting up so I tried to get my bill on my phone.
20 fold increase in mobile traffic in 2 years.
Major Irish utility company
PayPal mobile payment transaction volume has dramatically increased !
$25 million in ‘08 $141 million in ‘09 $750 million 2010/2011 $7.5 10 billion by 2013
With a smaller screen size, you have a smaller canvas to work with which forces focus on what matters most.
3rd major shift: Mobile
From A to B, faster
From A to B, C, D or E
From A to B, C, D or E
BOPULA Buy online, pick up literally anywhere
People don’t change
But how we meet their needs does
So, what do we do about it?
What’s required?
“Integrate” everything!
What’s required?
“Integrate” everything!
There is no script.
Start with principles…
Develop real customer empathy, not data points by walking in the shoes of your customers.
Foster a design culture of exploration
Experiment
Experiment & iterate
Prototyping helps us evaluate ideas relatively rapidly and throw out the bad ones.
Bring online, offline to enhance in-store experience
We've been asked by a lot of people how we've grown so quickly, and the answer is actually really simple... We've aligned the
entire organization around one mission: to provide the best customer service possible
This isn’t about design of our websites or apps, it’s about redesigning our business around people.
