How to Create OnlineExperiences That PeopleLOVETrent MankelowOptimal UsabilityPhoto from http://www.flickr.com/photos/jame...
2
6
How can you create an onlineexperience that people love?
World-class companies focus      on three things      Service                Design       Data
Case Study 1. Service
“That was the best customer  service I have ever had.”
Photo from http://scott-allison.net/2009/12/08/culture-at-zappos-and-how-everyone-benefits/
New employees areoffered $2,000 to quit
97%turn itdown
“Its best to know early on ifan employee doesnt buyinto the vision or theculture, it just makeseconomic sense.”- Tony Hsie...
X 1,000,000,000
Zappos is a service company that happens to sell shoes
“Dont be surprised if in 20years were running anairline.”- Tony Hsieh, Zappos CEO
World-class companies focus on     Service
Source: http://blogs.forrester.com/brian_walker/11-03-11-welcome_to_the_era_of_agile_commerce
World-class companies explicitly design the ENTIREexperience: across interactions     and across channels
"We think the telephone       remains one of the greatest       brand inventions ever.       Where else can you get       ...
Case Study 2. Design
“As a discussion about design grows longer, the probabilityof using Apple as an exemplar       approaches one” (With apolo...
Apple have a fanatical focus on  elegant, emotional design
They throw away 90% of   the work they do
Design is infused throughout the    customer     journey
World-class companies focus on      Design
Design ≠ Aesthetics
“Design’s power runs far deeper  than aesthetics.... If you aremapping out a sales strategy, or streamlining a manufacturi...
Good design = SimpleGood design = PersonableGood design = Attractive
World-class companies      simplify      simplify      simplify
The mostpopularspot onthe Xerohomepage?‘Try forfree’
“In the everyday world, we want  to get on with the importantthings in life, not spend our time in deep thought attempting...
“My buddy Russ and I were  talking one day. ‘What the    fuck should I make fordinner?’ I queried. Thats the   genesis for...
53
54
55
56
World-class companies have        personality
59
61
World-class companies are        attractive
If someone is physicallyattractive, people tendto assume they alsohave a host ofadmirable qualities,such as intelligence a...
Teachers presume that good-lookingchildren are more intelligent than their       less attractive classmates
A visually appealingwebsite is seen as morecredible
Research participants rememberedmore than 2,500 pictures with 90%            accuracy
Case Study 3. Data                     75
"Quicken is not quick, theres gotto be a better way    to do this.”  – Aaron Patzer, CEO and          founder
77
Mint even warns you when your bankcharges fees!                                     78
Mint focuses on helpingindividual users make sense of        their own data
The next level of insight is in comparing ourselves with       others like us
2,000,000 users 2 years$2,000,000 marketing
World-class companies focus on         Data
Dopamine                   Sexmakes us  seek           Information??   Food
“I keep saying that the sexy job inthe next 10 years will bestatisticians. I’m not kidding.”- Hal Varian, chief economist ...
World-class companies   provide tools to helpcustomers understand their        own data
World-class companies focus      on three things      Service                Design       Data
A final point - Devices           Mobile       Location-aware       Touch-enabled       Context-aware
Mobile
Location-aware
Touch-enabled
Context-aware
In conclusion
What?So what?Now what?
102
Read
Play
Show
Questions?                          trent@optimalusability.com                                      (021) 389-494         ...
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
How to create online experiences that people love  - NZIM - 5 August 2011
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How to create online experiences that people love - NZIM - 5 August 2011

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Recently, Optimal Usability were asked to distil learning from research and design projects with 180 clients across 18 industries and present the most important online trends that are emerging here and overseas. It was a daunting challenge, and they’d love to share with you what they found out.
Join NZIM and Trent Mankelow for lunch to learn:

*The three key attributes of world-class organisations, using local and overseas examples from a number of industries
* How new devices are going to affect future experiences
* Why the chief economist at Google thinks that statisticians are sexy
* What swearing, fairies, and dinosaurs have to do with a good customer experience
* Why design is not the same as aesthetics
* What you can do to join to fight for great online experiences in NZ

Published in: Design, Technology, Business
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How to create online experiences that people love - NZIM - 5 August 2011

  1. 1. How to Create OnlineExperiences That PeopleLOVETrent MankelowOptimal UsabilityPhoto from http://www.flickr.com/photos/jamesclay/2264414513/
  2. 2. 2
  3. 3. 6
  4. 4. How can you create an onlineexperience that people love?
  5. 5. World-class companies focus on three things Service Design Data
  6. 6. Case Study 1. Service
  7. 7. “That was the best customer service I have ever had.”
  8. 8. Photo from http://scott-allison.net/2009/12/08/culture-at-zappos-and-how-everyone-benefits/
  9. 9. New employees areoffered $2,000 to quit
  10. 10. 97%turn itdown
  11. 11. “Its best to know early on ifan employee doesnt buyinto the vision or theculture, it just makeseconomic sense.”- Tony Hsieh, Zappos CEO
  12. 12. X 1,000,000,000
  13. 13. Zappos is a service company that happens to sell shoes
  14. 14. “Dont be surprised if in 20years were running anairline.”- Tony Hsieh, Zappos CEO
  15. 15. World-class companies focus on Service
  16. 16. Source: http://blogs.forrester.com/brian_walker/11-03-11-welcome_to_the_era_of_agile_commerce
  17. 17. World-class companies explicitly design the ENTIREexperience: across interactions and across channels
  18. 18. "We think the telephone remains one of the greatest brand inventions ever. Where else can you get customers undivided attention today?" - Tony Hsieh, Zappos CEOQuote from http://www.tampabay.com/news/business/retail/zappos-ceo-thinks-online-customer-service-is-essential-to-survival/1128880Photo from http://bondcreative.files.wordpress.com/2009/03/zappos-tony-ceo-shoes.jpg
  19. 19. Case Study 2. Design
  20. 20. “As a discussion about design grows longer, the probabilityof using Apple as an exemplar approaches one” (With apologies to Adaptive Path and Mike Godwin)
  21. 21. Apple have a fanatical focus on elegant, emotional design
  22. 22. They throw away 90% of the work they do
  23. 23. Design is infused throughout the customer journey
  24. 24. World-class companies focus on Design
  25. 25. Design ≠ Aesthetics
  26. 26. “Design’s power runs far deeper than aesthetics.... If you aremapping 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
  27. 27. Good design = SimpleGood design = PersonableGood design = Attractive
  28. 28. World-class companies simplify simplify simplify
  29. 29. The mostpopularspot onthe Xerohomepage?‘Try forfree’
  30. 30. “In the everyday world, we want to get on with the importantthings in life, not spend our time in deep thought attempting to open a can of food or dial a telephone number.” - Don Norman
  31. 31. “My buddy Russ and I were talking one day. ‘What the fuck should I make fordinner?’ I queried. Thats the genesis for this website.”
  32. 32. 53
  33. 33. 54
  34. 34. 55
  35. 35. 56
  36. 36. World-class companies have personality
  37. 37. 59
  38. 38. 61
  39. 39. World-class companies are attractive
  40. 40. If someone is physicallyattractive, people tendto assume they alsohave a host ofadmirable qualities,such as intelligence andhonesty.- B.J. Fogg
  41. 41. Teachers presume that good-lookingchildren are more intelligent than their less attractive classmates
  42. 42. A visually appealingwebsite is seen as morecredible
  43. 43. Research participants rememberedmore than 2,500 pictures with 90% accuracy
  44. 44. Case Study 3. Data 75
  45. 45. "Quicken is not quick, theres gotto be a better way to do this.” – Aaron Patzer, CEO and founder
  46. 46. 77
  47. 47. Mint even warns you when your bankcharges fees! 78
  48. 48. Mint focuses on helpingindividual users make sense of their own data
  49. 49. The next level of insight is in comparing ourselves with others like us
  50. 50. 2,000,000 users 2 years$2,000,000 marketing
  51. 51. World-class companies focus on Data
  52. 52. Dopamine Sexmakes us seek Information?? Food
  53. 53. “I keep saying that the sexy job inthe next 10 years will bestatisticians. I’m not kidding.”- Hal Varian, chief economist at Google
  54. 54. World-class companies provide tools to helpcustomers understand their own data
  55. 55. World-class companies focus on three things Service Design Data
  56. 56. A final point - Devices Mobile Location-aware Touch-enabled Context-aware
  57. 57. Mobile
  58. 58. Location-aware
  59. 59. Touch-enabled
  60. 60. Context-aware
  61. 61. In conclusion
  62. 62. What?So what?Now what?
  63. 63. 102
  64. 64. Read
  65. 65. Play
  66. 66. Show
  67. 67. Questions? trent@optimalusability.com (021) 389-494 @trentmankelow @OptimalNZSign up to our newsletter at www.optimalusability.com!

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