ux-centric approach enabled yha to double online revenue in 36 months - jon smith, yha at frosmox16
TRANSCRIPT
UX at the Heart of Business TransformationJon Smith
Head of Digital, YHA England & Wales
YHA (England & Wales)2
YHA England & Wales
Jon Smith Head of Digital
Ben Griffiths Ecommerce Manager
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YHA England & Wales
Jon Smithjoined YHA here
YHA Website Revenue £million
To inspire all, especially young people, to broaden their horizons, gaining knowledge and independence through new experiences of adventure & discovery.
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YHA England & Wales
Mission
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• 197 unique locations • 136 YHA Youth Hostels • 61 Enterprise and Affiliate sites • £48 million turnover • 1300 staff /2000 volunteers • 1.8 million guest overnights
YHA England & Wales
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YHA England & Wales
YHA Challenges
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YHA England & Wales
User ExperienceService
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YHA England & Wales
User ExperienceProducts
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YHA
User ExperienceProducts
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YHA
User ExperienceProducts
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YHA
User ExperienceProducts
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YHA England & Wales
User ExperienceWebsite & Digital Marketing
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Online Revenue £million
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2012 2013
Lost £1,000,000 in first year after launch.
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YHA England & Wales
Took far too long
Internally focussed
Lack of expertise
June 2010
User ExperienceDigital focus 2013 onwards….
Search Engines
Pay Per Click
Display Banners
Video
Social Media
Affiliate Marketing
Content / Inbound Marketing
Automation
Internal expertise
Hybrid agency model
Ongoing investment
Agile
Digital marketing
Social media strategy
Target customer communication
User-focussed website
Deliver better, faster &
cheaper?
Million
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YHA website Revenue £million
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YHA
30 more hostels set to be
included in 2015.
2014 2015 2016
Insert photo of London Stratford hostel
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YHA
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YHA
Future UX Developments
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YHA England & Wales
Using FrosmoPersonalisation
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YHA England & Wales
Using FrosmoSplit-testing
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YHA England & Wales
Using FrosmoRapid development
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YHA England & Wales
Hybrid Agency modelInternal + Agency dev virtual team
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YHA England & Wales
Website PlatformMigration to Drupal 8
Summary
Obsession with UX to driving online revenue growth and customer satisfaction.
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YHA
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“You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new.”
Steve Jobs. Apple.
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YHA England & Wales
Embrace agile. Incremental
change, reinvesting RIO to finance further change.
Internal expertise. Become a better
client to agencies, speed up change, reduce cost of dev.
Data-driven decisions.
Improve budget spend, smarter
decisions.UX AT THE HEART OF EVERYTHING
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YHA England & Wales
Thank youJon Smith
Head of Digital
www.jonsmith.info
@jonsmith.info
www.linkedin.com/in/jonsmith-info
Ben Griffiths
Ecommerce Manager