Rob Smith – Managing Director – @rob_smith Chris Jones – UX Director – @blueleafchris
inspiring great retail
Art or science?
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Left brain or right brain?
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Design or data?
inspiring great retail
inspiring great retail
inspiring great retail
inspiring great retail
Digital has changed the process
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Used to be slow burn Now it’s launch fast, learn & improve
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Time taken to reach 50 million users
• Radio • TV • Facebook • YouTube • Angry Birds
38 years 13 years 4 years 6 months 50 days
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Design or data?
inspiring great retail
The case for design
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What is a designer?
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We’re trained professionals!
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inspiring great retail
inspiring great retail
So why ask your customers how to design your website?
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We’re not artists
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User centered design?!
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Data is design by committee
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If you try to appeal to everyone, you’ll identify with no one
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inspiring great retail
“I’ve searched all the parks in all the cities and found no statues
of committees” G.K. Chesterton
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Blurry focus groups
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“It’s really hard to design products by focus groups. A lot of times,
people don’t know what they want until you show it to them”
Steve Jobs
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inspiring great retail
We’re tribal animals
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Give me something I can identify with and make my own
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inspiring great retail
Brands are the differentiator
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4th in 2008
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Less dependent on paid search, cost per acquisition fell by 73%
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Be creative, be brave, be unique
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Vote design!
inspiring great retail 35
The case for data
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Colouring in
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What gets measured gets done
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Designers add huge subjectivity
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And so do most marketers too
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The ‘Add to Basket’ problem
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‘Chatty copy’ problem
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‘Mystery meats’ problem
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User centered design is a plural term
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Booking.com? Ebay.com?
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There is a tool for everything and no excuse
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Human behaviour may not be simple
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We are all made up of a set of patterns
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We are sheep shepherded by the data overlords
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Vote data!
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Design or data? You decide…
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inspiring great retail
Really, it’s about both
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We’re lucky to live in these times
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Data drives design drives data drives design drives data drives design drives data drives design drives data drives design drives data drives design drives data…
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Play detective with data
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Analytics What is happening?
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User testing Why is it happening?
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Once you have all the clues, design the solutions
inspiring great retail
inspiring great retail
Design + data = websites which work
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Design is where art and science meet
inspiring great retail
Thank you J
Rob Smith – @rob_smith Chris Jones – @blueleafchris