#adrenalinsessions - harnessing the power of ux
TRANSCRIPT
Sheilah Hogan is the Managing Director of customer experience consultancy;
Objective Experience
Dan Johnston is the Head of UX at Australia’s second largest real-estate
marketing business; Domain
In today’s ‘switching’ economy consumers are less loyal and free to change between brands with little to no cost to them. UX & UI need to capture them by making experiences magical
Diminishing brand loyalty means that customers no longer put up with a bad experience
Good UX enables the speed to market with a sound risk mitigation strategy
Cognitive load is 18 minutes maximum and listening
is harder than presenting
So, wrap-up and deliver what you need to
communicate in a short amount of time
Focus on:
• What’s working
• What’s not
• How to fix it
Keep up with trends
Bring the person back to the center of the story
Bring the customer to them with tangible evidence
in parallel with innovative technology
Big data + human factors = whole picture
Data only tells you ‘what’ – ask the question ‘why?’
Bring in the human element to avoid running into
trouble with false truths
Harness the power of UX, with 6 or 600 customersApply it early and apply it often
3 case studies demonstrating how to incorporate UX without big delays or big budgets
1. Cancer council; UX expert review
2. DBS Bank; in branch study
3. Google; in home study
Visits high, Conversions low – quick fix?!
Method• 10 heuristics• 1 Consultant• 3 days• 10% increase in
conversions
Method• 80 participants• 4 Bank branches• 13 points of stimuli• 3 weeks study
How to leverage my Marketing budget?
Method• 95 Participants• Eye Tracking in Home• Qualitative & Quantitative• 12 weeksAre people watching my TV ads?
Constantly test and experiment to create engaging sites
Key takeaway from Apps – ensure permissions are enabled so you can communicate with users
Plan carefully – tightly control as many variables as you can to minimize bias when testing
Split test first with new users. Minimize the familiarity bias
Under taking qualitative research in parallel with quantitative research. Take risks
While looking to create more engagement through sticky menus Domain found that test results were inconsistent:
50% of the time FAB came out on top50% the fixed menu did Asking questions at different times got different answers
Accept uncertainty and focus on the metrics that really matter
Sticky contact details
increased enquiries
Photo library increased
engagementEnable permissions to
communicate with users