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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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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 ...

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

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    How to create online experiences that people love  - NZIM - 5 August 2011 How to create online experiences that people love - NZIM - 5 August 2011 Presentation Transcript

    • How to Create OnlineExperiences That PeopleLOVETrent MankelowOptimal UsabilityPhoto from http://www.flickr.com/photos/jamesclay/2264414513/
    • 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 Hsieh, Zappos CEO
    • 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 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
    • Case Study 2. Design
    • “As a discussion about design grows longer, the probabilityof using Apple as an exemplar approaches one” (With apologies to Adaptive Path and Mike Godwin)
    • 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 manufacturing operation, or crafting a new system for innovating you are engaged in the practice of design”- Bill Breen, Masters of Design, 2004
    • 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 to open a can of food or dial a telephone number.” - Don Norman
    • “My buddy Russ and I were talking one day. ‘What the fuck should I make fordinner?’ I queried. Thats the genesis for this website.”
    • 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 andhonesty.- B.J. Fogg
    • 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 at Google
    • 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
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    • Questions? trent@optimalusability.com (021) 389-494 @trentmankelow @OptimalNZSign up to our newsletter at www.optimalusability.com!