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How to optimise user experience on websites07 November 2012
WHAT DO WE MEAN BYUSER EXPERIENCE     IN ADVERTISING?
The agency model istraditionally based aroundPlanning and Creative Design
In today’s connected worldthere is a gap…
…because of the directimpact that agencies canhave on behavioural change
Brand Planning               Creative Design                                A potentially                               wi...
Brand Planning   USER EXPERIENCE      Creative Design                       How the                      audience         ...
Brand Planning   USER EXPERIENCE   Creative DesignWhat we want       What we need      How we will to achieve           to...
Discovery          Interact       Memory            INFLUENCING CHOICES
HOW TO OPTIMISE THEUSER EXPERIENCE      ON WEBSITES
UX As part of planning               Brand Planning   Social and Tactics                            UX                   (...
UX         (Experience Planning)Plan                                Define       Influence         Interact
Plan
Plan
Plan
Plan
Plan
UX         (Experience Planning)Plan                                Define       Influence         Interact
Loss                    aversion                               Default                               Choice            Nud...
UX         (Experience Planning)Plan                                Define       Influence         Interact
Interact
Interact
UX         (Experience Planning)Plan                                Define       Influence         Interact
Define
Define
Define
Define
4 THINGS TO CONSIDER WHEN OPTMISING THEUSER EXPERIENCE             OF WEBSITES
NUMBER 1SIMPLIFY
NUMBER 2CONNECT THE EXPERIENCE
NUMBER 3  CONSIDER THEIMPERFECT HUMAN
NUMBER 4MEMORY?
Mark.Bell@ThisisDare.com
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How to optimise user experience on websites

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Presentation by Mark Bell, Experience Planning Director, Dare at the Creative Pioneers Challenge Can-Start Optimiser Workshops on 5th November 2012 at the IPA.

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Transcript of "How to optimise user experience on websites"

  1. 1. How to optimise user experience on websites07 November 2012
  2. 2. WHAT DO WE MEAN BYUSER EXPERIENCE IN ADVERTISING?
  3. 3. The agency model istraditionally based aroundPlanning and Creative Design
  4. 4. In today’s connected worldthere is a gap…
  5. 5. …because of the directimpact that agencies canhave on behavioural change
  6. 6. Brand Planning Creative Design A potentially wide range ofWhat we knowand what theopportunity is [the gap] ideas showing how the opportunity could be achieved
  7. 7. Brand Planning USER EXPERIENCE Creative Design How the audience DesignWhat we know behaves and ideas inand what the are there context toopportunity is opportunities to behavioural influence change behaviour
  8. 8. Brand Planning USER EXPERIENCE Creative DesignWhat we want What we need How we will to achieve to do achieve it
  9. 9. Discovery Interact Memory INFLUENCING CHOICES
  10. 10. HOW TO OPTIMISE THEUSER EXPERIENCE ON WEBSITES
  11. 11. UX As part of planning Brand Planning Social and Tactics UX (Experience Planning) Plan Define Influence Interact
  12. 12. UX (Experience Planning)Plan Define Influence Interact
  13. 13. Plan
  14. 14. Plan
  15. 15. Plan
  16. 16. Plan
  17. 17. Plan
  18. 18. UX (Experience Planning)Plan Define Influence Interact
  19. 19. Loss aversion Default Choice NudgeInfluence
  20. 20. UX (Experience Planning)Plan Define Influence Interact
  21. 21. Interact
  22. 22. Interact
  23. 23. UX (Experience Planning)Plan Define Influence Interact
  24. 24. Define
  25. 25. Define
  26. 26. Define
  27. 27. Define
  28. 28. 4 THINGS TO CONSIDER WHEN OPTMISING THEUSER EXPERIENCE OF WEBSITES
  29. 29. NUMBER 1SIMPLIFY
  30. 30. NUMBER 2CONNECT THE EXPERIENCE
  31. 31. NUMBER 3 CONSIDER THEIMPERFECT HUMAN
  32. 32. NUMBER 4MEMORY?
  33. 33. Mark.Bell@ThisisDare.com
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