how to create online experiences that people love - august 2011

The Latest and Greatest Web TrendsTrent MankelowOptimal Usability

Photo from http://www.flickr.com/photos/jesse757/3094868007/sizes/l/in/photostream/

How to Create Online Experiences That People LOVETrent MankelowOptimal Usability

Photo from http://www.flickr.com/photos/saraalfred/3199313309/in/photostream/

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How can you create an online experience that people love?

By focussing on three things:

Data

Design

Service

Case Study 1. Service

“That was the best customer service I have

ever had.”

Photo from http://scott-allison.net/2009/12/08/culture-at-zappos-and-how-everyone-benefits/

New employees are offered $2,000 to quit

“It's best to know early on if an employee doesn't buy into the vision or the culture, it just makes economic sense.”

- Tony Hsieh, Zappos CEO

X 1,000,000,000

Zappos is a service company that happens to

sell shoes

“Don't be surprised if in 20 years we're running an airline.”

- Tony Hsieh, Zappos CEO

World-class companies focus on

Service

My TV Buying Experience

Your TV is ready to pick up!

Photo from http://www.dnzproperty.com/images/objectImages/highres_images/PMC-Noel-Leeming.jpg

A new TV!!

Customer-facing staff

Websites

Communications

Physical environments

Payment systems

Packaging

Customer-facing staff

Websites

Communications

Physical environments

Payment systems

Packaging

Great online experiences start with explicitly

designing the ENTIRE experience: across

interactions and across channels

"We think the telephone remains one of the greatest brand inventions ever. Where else can you get customers' undivided attention today?"

- Tony Hsieh, Zappos CEO

Quote from http://www.tampabay.com/news/business/retail/zappos-ceo-thinks-online-customer-service-is-essential-to-survival/1128880Photo from http://bondcreative.files.wordpress.com/2009/03/zappos-tony-ceo-shoes.jpg

Photo from http://www.flickr.com/photos/marketingfacts/4694402882/

Case Study 2. Design

“As a discussion about design grows longer, the probability of using Apple

as an exemplar approaches one”

(With apologies to Adaptive Path and Mike Godwin)

Apple have a fanatical focus on elegant, emotional

design

They throw away 90% of the work they do

Design is infused throughout the customer journey

World-class companies focus on

Design

Design ≠ Aesthetics

“Design’s power runs far deeper than aesthetics.... If you are mapping out a sales strategy, or streamlining a

manufacturing operation, or crafting a new system for

innovating you are engaged in the practice of design”

- Bill Breen, Masters of Design,

2004

Good design = Simple

Good design = Personable

Good design = Attractive

simplifysimplify

World-class companies simplify

The most popular spot on the Xero home page?

‘Try for free’

“In the everyday world, we want to get on with the important

things in life, not spend our time in deep thought attempting to

open a can of food or dial a telephone number.” - Don

Norman

“My buddy Russ and I were talking one day.

‘What the fuck should I make for dinner?’ I queried. That's the

genesis for this website.”

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World-class companies have personality

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Watch http://vimeo.com/2630315

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World-class companies are attractive

Attractive = credible

If someone is physically attractive, people tend to assume they also have a host of admirable qualities, such as intelligence and honesty.

- B.J. Fogg

Teachers presume that good-looking children are more intelligent than their less attractive classmates

A visually appealing website is seen as more

credible

Bonus tip: if you want to capture and hold attention, use photos

Bonus tip: use attractive people

Case Study 3. Data

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"Quicken is not quick, there's

got to be a better way to do

this.” – Aaron Patzer, CEO and

founder

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Mint focuses on helping individual users make sense

of their own data

Their next level of insight is in comparing ourselves with

others like us

2,000,000 users

2 years

$2,000,000 marketing

World-class companies focus on

Data

Food

Sex

Information??

Dopamine makes us

seek

“I keep saying that the sexy job in the next 10 years will be statisticians. I’m not kidding.” - Hal Varian, chief economist at Google

World-class companies provide tools to help

customers understand their own data

World-class companies focus on three things:

Data

Design

Service

One final point – Devices are becoming smarter

MobileLocation-awareTouch-enabledContext-aware

Mobile

Location-aware

Touch-enabled

Context-aware

In conclusion

What?

So what?

Now what?

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Questions?trent@optimalusability.com

(021) 389-494

@trentmankelow@OptimalNZ

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Source: http://blogs.forrester.com/brian_walker/11-03-11-welcome_to_the_era_of_agile_commerce