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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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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