jerome nadel dfc mobile conversion print
DESCRIPTION
This was the talk by Jerome Nadel during Design for Conversion ~ The Mobile EditionTRANSCRIPT
Mobile ConversionMobile ConversionMobile ConversionMobile ConversionMore than the phoneMore than the phoneMore than the phoneMore than the phone
Jerome NadelJerome NadelJerome NadelJerome NadelSVP User ExperienceSVP User ExperienceSVP User ExperienceSVP User Experience
Exponential times
Everyone online
2 billion people online…
67% of the world has a mobile
Everything is connected
1995 1997 Today…
Everyone is connecting
Everyone is connecting – socially!
Comscore
Everyone is contributing
Everyone is contributing – quick!
Nielsen Buzz Metrics
Everyone is jumping in
Long tailLong tailLong tailLong tail
Broker
Buyer Seller
Brokerage ModelBrokerage ModelBrokerage ModelBrokerage Model
Online AdvertisingOnline AdvertisingOnline AdvertisingOnline Advertising
Dem
and
Price
Free
$ 0.01
Free + Premium = Free + Premium = Free + Premium = Free + Premium = FreemiumFreemiumFreemiumFreemium
Digital business models
New rules
contributioncontributioncontributioncontribution
controlcontrolcontrolcontrol
connectedconnectedconnectedconnected
communitycommunitycommunitycommunity
The DfC way…
Psychological
AnalyticalAnalyticalAnalyticalAnalyticalExperientalExperientalExperientalExperiental
Understand Stakeholder & User
Contract for Design• Strategy and success criteria• End user profiles• Task requirements
Design the User Interface and Interaction Model
Visual Design• Navigation convention• Information architecture• Graphical style and treatment
Validate, Document, Develop, and Deliver
Iterate, Refine, Deliver• Validation through user testing• UI Templates and documentation• Support for implementation
Good design – informed and validated
User Experience is More than Presentation
UX
15Evolution of UX Practitioners
Strategist
Visualist
Methodologist
Everyone personifies
up to dateup to dateup to dateup to date
busy and productivebusy and productivebusy and productivebusy and productive
social and curioussocial and curioussocial and curioussocial and curious
latest and greatestlatest and greatestlatest and greatestlatest and greatest
digital tribedigital tribedigital tribedigital tribe
laggardslaggardslaggardslaggards
early adaptorsearly adaptorsearly adaptorsearly adaptors
Analytics - descriptive and predictive
ANALYTICS
INSIDE
ANALYTICS
INSIDE
We are rational and emotional
Reason Emotion
CAN vs. WILL
Persuasion design
performance + persuasion performance + persuasion performance + persuasion performance + persuasion = consumption, contribution, conversion conversion conversion conversion …
PerformancePerformancePerformancePerformanceCan do
PersuasionPersuasionPersuasionPersuasionWill do
Validation
Design
Assessment
Strategy
Science
Persuasion in practice
Holistic persuasion
The six C’s of conversion
contributioncontributioncontributioncontribution
controlcontrolcontrolcontrol
connectedconnectedconnectedconnected
communitycommunitycommunitycommunity
channelschannelschannelschannels
changechangechangechange
Sagem Wireless provides customised connected lifestyle devices tSagem Wireless provides customised connected lifestyle devices tSagem Wireless provides customised connected lifestyle devices tSagem Wireless provides customised connected lifestyle devices to o o o leading consumer brands and mobile network operators worldwideleading consumer brands and mobile network operators worldwideleading consumer brands and mobile network operators worldwideleading consumer brands and mobile network operators worldwide
Jerome NadelSVP User Experience