DESIGNING BETTER EXPERIENCES

I’m Matt @duckymatt

USER CENTRED DESIGN?SO, WHAT IS

The best designed products and services result from understanding the needs of the people who will use them.

Credit: http://xkcd.com/773/

CREATING MYDLC, A CROSS-CHANNEL END-TO-END CUSTOMER PORTALEXPERIENCE

DESIGNING A POSITIVE USER EXPERIENCE FOR A DEBT RECOVERY COMPANY. !

THE CHALLENGE

INCREASE USER-FRIENDLINESS

OUR OBJECTIVES

EMPOWER CUSTOMERS

STREAMLINE BUSINESS PROCESS

OUR PROCESS

RESEARCH

STAKEHOLDER INTERVIEWS

ONE ON ONE !

ANONYMOUS !

BROAD CROSS-SECTION !

LEARNT A LOT ABOUT THEIR CUSTOMERS AND HOW THEY COMMUNICATE

USER RESEARCH

PERSONAS

BASED ON RESEARCH !

CREATE A PICTURE OF WHO WE’RE DESIGNING FOR !

USED THROUGHOUT DESIGN !

ENCOURAGE EMPATHY!

OTHER RESEARCH

SEMIOTICS - THE STUDY OF SIGNS !

ANALYTICS - INFORMING DESIGN WITH DATA !

COMPETITORS - CONVENTIONS BEING SET?

CROSS CHANNEL RESPONSIVE DESIGN

DEFINE A NARRATIVE

USER STORIES TO DEFINE A NATURAL FLOW TO THE UX. !

KEEPING POSSIBLE DECISIONS PER STEP TO A MINIMUM. !

MOBILE FIRST

WE STARTED ALL PROTOTYPES LOOKING AT THE SMALL SCREEN FIRST. !

IT’S EASIER TO SCALE UP A DESIGN THAN TO SQUEEZE A DESKTOP SITE ON MOBILE.

TONE OF VOICE

90% OF INTERFACE DESIGN IS TONE OF VOICE. !

GETTING THIS RIGHT ON MYDLCWAS CRITICAL TO THE SUCCESS OF THE DESIGN.

TONE OF VOICE

It was actually really nicely put. I’ve obviously had letters like this before. I’ve never seen anywhere, you know ‘please call us and we will take your circumstances into account’. I really liked that on that letter. You are actually more willing to deal with it, rather than throw it in the bin and say you never received it.

!▲

72.5%

TRANSACTIONS

!▲

66%

REVENUE

!!

40 HOURS SAVED

AGENT TIME

INCREASE IN ONLINE TRANSACTIONS IN FIRST

7 MONTHS SINCE LAUNCH

INCREASE IN REVENUE IN FIRST 7 MONTHS

SINCE LAUNCH

SAVED A HUGE AMOUNT OF AGENT TIME PER

MONTH

Businesses cannot treat their customers as passive “consumers” any longer; every company is in the user experience business.

KAREN MCGRANE

Source: http://alistapart.com/column/explaining-water-to-fish

Photo credit: Eirik Helland Urke: http://www.flickr.com/photos/webdagene/6149954950/

THANK YOU@duckymatt @cyberduck_uk