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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.

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

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