how to create online experiences that people love
DESCRIPTION
This presentation was one that Trent Mankelow of Optimal Usability gave. It shows the 3 Keys to World-class Customer Experience.TRANSCRIPT
![Page 1: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/1.jpg)
How to Create Online Experiences That People LOVETrent MankelowOptimal Usability
Photo from http://www.flickr.com/photos/jamesclay/2264414513/
![Page 2: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/2.jpg)
2
![Page 3: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/3.jpg)
![Page 4: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/4.jpg)
![Page 5: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/5.jpg)
5
![Page 6: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/6.jpg)
![Page 7: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/7.jpg)
![Page 8: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/8.jpg)
![Page 9: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/9.jpg)
What makes world-class customer experience?
![Page 10: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/10.jpg)
World-class companies focus on three things
![Page 11: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/11.jpg)
Case Study 1
![Page 12: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/12.jpg)
"In March of 2003, we made a decision to be about customer service. We view any expense that enhances the customer experience as a marketing cost because it generates more repeat customers through word of mouth"
- Tony Hsieh, Zappos CEO
Quote from http://www.fastcompany.com/fast50_09/profile/list/zapposPhoto from http://bondcreative.files.wordpress.com/2009/03/zappos-tony-ceo-shoes.jpg
![Page 13: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/13.jpg)
“That was the best customer service I have
ever had”
![Page 14: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/14.jpg)
From http://trainingtime.wordpress.com/2009/02/27/why-zappos-sent-my-mom-a-get-well-card/
![Page 15: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/15.jpg)
Photo from http://scott-allison.net/2009/12/08/culture-at-zappos-and-how-everyone-benefits/
![Page 16: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/16.jpg)
New employees are offered $2,000 to quit
![Page 17: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/17.jpg)
97% turn
it down
![Page 18: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/18.jpg)
“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
18
![Page 19: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/19.jpg)
![Page 20: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/20.jpg)
77% of
Zappos’ revenue is
from repeat sales
![Page 21: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/21.jpg)
X 1,000,000,000
![Page 22: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/22.jpg)
Zappos is a service company that happens to sell shoes
Photo from http://www.flickr.com/photos/lachlanhardy/83702051/
![Page 23: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/23.jpg)
World-class companies focus on Service
![Page 24: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/24.jpg)
World-class companies explicitly design the entire service experience:
across interactions and across channels
![Page 25: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/25.jpg)
![Page 26: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/26.jpg)
![Page 27: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/27.jpg)
![Page 28: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/28.jpg)
Your TV is ready to pick up!
![Page 29: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/29.jpg)
Photo from http://www.dnzproperty.com/images/objectImages/highres_images/PMC-Noel-Leeming.jpg
![Page 30: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/30.jpg)
A new TV!!
![Page 31: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/31.jpg)
Customer-facing staff
Websites
Communications
Physical environments
Payment systems
Packaging
![Page 32: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/32.jpg)
Pop quiz
What percentage of people cross at least two channels when making a purchase?
a) 15%b) 30%c) 50%d) 70%
![Page 33: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/33.jpg)
Source: Profiling The Multichannel ConsumerHow Retailers Can Enable Multichannel Consumer BehaviorForrester Report July 29, 2009, By Patti Freeman Evans
70%
![Page 34: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/34.jpg)
"Each customer-facing channel is an
instrument in a symphony" - Subject to
Change
So, who is the conductor?
![Page 35: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/35.jpg)
CXOWorld-class companies have
a
![Page 36: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/36.jpg)
CEO
Retail Online Etc
CXO
![Page 37: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/37.jpg)
Case Study 2
![Page 38: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/38.jpg)
“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)
![Page 39: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/39.jpg)
Apple have a fanatical focus on elegant, emotional design
![Page 40: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/40.jpg)
They throw away 90% of the work they do
![Page 41: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/41.jpg)
41
Design is infused throughout the
customer journey
![Page 42: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/42.jpg)
The results
![Page 43: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/43.jpg)
World-class companies focus on Design
![Page 44: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/44.jpg)
“Design-embracing” companies outperformed their competitors on the FTSE index by an average of 10 percent
![Page 45: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/45.jpg)
Design ≠ Aesthetics
![Page 46: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/46.jpg)
“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
![Page 47: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/47.jpg)
, simplify, simplify
World-class companies simplify
![Page 48: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/48.jpg)
48
![Page 49: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/49.jpg)
vs.
![Page 50: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/50.jpg)
50
![Page 51: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/51.jpg)
51
![Page 52: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/52.jpg)
52
![Page 53: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/53.jpg)
![Page 54: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/54.jpg)
“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
![Page 55: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/55.jpg)
“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.”
![Page 56: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/56.jpg)
56
![Page 57: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/57.jpg)
57
![Page 58: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/58.jpg)
58
![Page 59: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/59.jpg)
59
![Page 60: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/60.jpg)
World-class companies have personality
![Page 61: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/61.jpg)
61
![Page 62: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/62.jpg)
![Page 63: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/63.jpg)
![Page 64: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/64.jpg)
64
![Page 65: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/65.jpg)
Case Study 3
65
![Page 66: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/66.jpg)
"Quicken is not quick, there's got to be a better way to
do this.” – Aaron Patzer, CEO and founder
![Page 67: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/67.jpg)
67
![Page 68: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/68.jpg)
68
Mint even warns you when your bank charges fees!
![Page 69: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/69.jpg)
Mint focuses on helping individual users make sense of their own
data
![Page 70: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/70.jpg)
“The reason you work so hard in life is to enjoy the financial benefits of doing that work...achieving those goals is where Mint wants to help people. The way we do this is by highlighting and focusing on the insights on current behaviour, and then promoting actions that people can take to make change a reality." - Aaron Forth, Mint.com Product Manager
![Page 71: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/71.jpg)
The next level of insight is in comparing ourselves with others
like us
![Page 72: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/72.jpg)
2,000,000 users
2 years
$2,000,000 marketing
![Page 73: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/73.jpg)
World-class companies focus on Data
![Page 74: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/74.jpg)
Food
Sex
Information??
Dopamine makes us
seek
![Page 75: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/75.jpg)
“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
![Page 76: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/76.jpg)
![Page 77: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/77.jpg)
World-class companies provide tools to help customers understand their own data
![Page 78: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/78.jpg)
![Page 79: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/79.jpg)
![Page 80: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/80.jpg)
![Page 81: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/81.jpg)
![Page 82: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/82.jpg)
![Page 83: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/83.jpg)
World-class companies focus on three things
![Page 84: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/84.jpg)
A final point - Devices
MobileLocation-awareTouch-enabledContext-aware
![Page 85: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/85.jpg)
Mobile
![Page 86: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/86.jpg)
Location-aware
![Page 87: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/87.jpg)
Touch-enabled
![Page 88: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/88.jpg)
Context-aware
![Page 89: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/89.jpg)
In conclusion
![Page 90: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/90.jpg)
What?
So what?
Now what?
![Page 91: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/91.jpg)
91
![Page 92: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/92.jpg)
Read
![Page 93: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/93.jpg)
Play
![Page 94: How to create online experiences that people love](https://reader038.vdocuments.site/reader038/viewer/2022102804/54c78e464a7959a4108b45e7/html5/thumbnails/94.jpg)
Show