iCrossing UK Client Summit 2011 - Starting at the customer
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Starting at the customer by Craig Menzies for the iCrossing client summit 2011

Starting at the customer by Craig Menzies for the iCrossing client summit 2011

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  • I suppose the question is: if it walks like darth vader and talks like darth vader, is it really darth vader?
  • Bridge, but there’s no substitute for going out and actually talking to real customers.
  • Well, sometimes we just need to get out of our own way!

iCrossing UK Client Summit 2011 - Starting at the customer Presentation Transcript

  • 1. STARTING AT THE CUSTOMER
    Craig Menzies, iCrossing
    1
  • 2.
  • 3.
  • 4. Guard cat
  • 5. I need to get a quote for insurance for my scooter.
    I start where most consumers start . . .
    Google.
  • 6. I choose one of the paid links at the top . . . mostly because I recognize the brand from TV.
  • 7. On first glance: A clean, useful site – someone’s spent time on this.
    I click here to see what the process is to get a quote.
    From an insurer’s perspective, are motorcycles the same thing as scooters? I searched for “scooter,” didn’t I?
  • 8. I get an interim page. I just want to see what the quote process looks like. What am I in for?I choose “New user.”
  • 9. OK, this is good. I make sure I have all the details I need. But I still don’t know if they insure scooters!
  • 10. FOUR pages in from my start page, I finally get to the form. And still no information.
    I close the browser window with the quote form and go back to where I started.
  • 11. I’ll try this one: “Questions & answers”
  • 12. Nothing here that answers my question.
  • 13. Now I’m confused AND lost . . .
    I go back to Google and try someone else.
  • 14. Or to put it another way . . .
    The Web
  • 15. Start with the Customer
    Agenda
    Why should we care about Customer Experience?
    Customer Experience tactics and techniques
    Websites and the wider World
    How can we start moving in the right direction?
    15
  • 16. Start with the Customer
    Agenda
    Why should we care about Customer Experience?
    Customer Experience tactics and techniques
    Websites and the wider World
    How can we start moving in the right direction?
    16
  • 17. Start with the Customer
    Overall website usability is generally poor
    17
    Distribution Of Web Site User Experience Review Scores Across 1,387 Sites
    (Pass score = 25, representing a minimally satisfactory experience)
    Article source: Jonathan Browne, September 2010 “Web Design Best Practices From UK Interactive Agencies”
  • 18. Start with the Customer
    Your brand is at risk
    18
    How is your opinion of a brand or company affected if its Web site does not perform up to your standards?
    Article source: Craig Menzies (Ed. Harley Manning), January 2009 “The Future Of Web Design: Balanced Support For Both Customer Goals And Brand Communication”
  • 19. < Poor online experiences damage your brand and lose you customers >
    19
  • 20. < To prevent a poor online experience, start with the Customer! >
    20
  • 21. Start with the Customer
    Agenda
    Why should we care about Customer Experience?
    Customer Experience tactics and techniques
    Websites and the wider World
    How can we start moving in the right direction?
    21
  • 22. Start with the Customer
    Core Principles – The Elements of User Experience
    22
    UX describes a process for understanding how things should work
    UX provides a framework for asking – and getting answers to – the right questions
    Source: The Elements of User Experience, Jesse James Garrett: www.jjg.net
  • 23. Start with the Customer
    User Experience is about ‘getting it right’
    23
    This?
    Or this?
    What does the customer REALLY want and need?
    Image source: http://www.flickr.com (users: RowdyKittens and scarletgreen)
  • 24. Start with the Customer
    Yes, this actually is a real website
    24
  • 25. Start with the Customer
    You should see it ‘live’
    25
  • 26. Start with the Customer
    User Experience vs Customer Experience
    I believe Customer Experience goes further than User Experience
    It attempts to convince organisations to think about their customers at all levels and across all channels – and strives to give them the tools to do so
    Generic user picture vs a real person
    Tactical vs Strategic
    26
  • 27. Start with the Customer
    Core Principles – Evaluating the Experience
    ‘Scenario design’: A concept built on a simple assumption: No experience is inherently good or bad, it can only be judged by looking at how well it helps customers achieve their goals.
    This approach requires companies to continually ask — and answer — three questions:
    Who are your customers?
    What are their goals?
    How can you help them achieve those goals?
    27
    Source: July 19, 2004, “Scenario Design: A Disciplined Approach To Customer Experience” by Bruce D. Temkin, Forrester Research
  • 28. Start with the Customer
    Who are your customers?
    Do we always take the time to understand who our customers are?
    Are they really who we think they are?
    Are they who they TELL us they are?
    28
    I am Darth Vader
    Woof
    I am Darth Vader
    (SOURCE: www.scificool.com, www.masalatime.com)
  • 29. Start with the Customer
    The User Experience Toolkit
    Customer surveys (online or offline)
    Examination of existing sales records
    Ethnographic research
    Personas and scenarios
    Market research
    Interaction with call centres and other channels
    Focus groups with real customers
    29
  • 30. Start with the Customer
    30
    Target audience Personas
  • 31. Start with the Customer
    Good personas go further
    31
  • 32. Anthropologists!
    Anthropologists!
    Ethnographic research means talking to real customers to find out who they are and what they want and need
  • 33. Start with the Customer
    What do your customers want to achieve?
    Do we always take the time to understand what our customers really need and want?
    Why don’t we?
    How can we?
    33
    (SOURCE: www.failblog.org)
    (SOURCE: www.lolcars.com)
  • 34. Start with the Customer
    The User Experience Toolkit
    Expert usability reviews of websites or mobiles devices
    User needs analysis
    Examination of customer sales history data
    More ethnographic research
    Information architecture and taxonomies (e.g. Card sorting)
    Usability labs and remote usability testing
    Examination of data from:
    Web analytics
    Search campaigns (natural and paid)
    Social media
    34
  • 35. Start with the Customer
    All points of the user journey
    35
  • 36. Start with the Customer
    Observe and record
    36
    Article source: Forrester Research, Craig Menzies, May 2008 “Case Study: How Credit Suisse Made Customer Experience Matter”
  • 37. Start with the Customer
    Work out taxonomies and IA with Card Sorting
    37
  • 38. Start with the Customer
    How can we help our customers achieve their goals?
    Do we always do the sensible thing?
    Do we always think all the way through the solutions we put in place?
    Do we test the solutions we put in place? (or even the prototype?!)
    As an organisation, are we setup or ready to change?
    38
    (SOURCE: www.failblog.org)
  • 39. Start with the Customer
    Approaches that work
    Interviews with key business stakeholders
    Strategy and planning workshops
    Iterative website optimisation
    Customer satisfaction surveys (e.g. NetPromoter, CxPi)
    A/B and multivariate testing, eye tracking studies
    Structured ‘user centred design’ (UCD) processes
    Functional specifications
    Wireframes
    Task flow diagrams and user journeys
    Process, culture, change management
    Immersion exercises
    39
  • 40. Start with the Customer
    Make the executives do stuff
    40
    Article source: Forrester Research, Craig Menzies, May 2008 “Case Study: How Credit Suisse Made Customer Experience Matter”
  • 41. Start with the Customer
    Make the executives do stuff
    41
    Article source: Forrester Research, Craig Menzies, May 2008 “Case Study: How Credit Suisse Made Customer Experience Matter”
  • 42. Start with the Customer
    Agenda
    Why should we care about Customer Experience?
    Customer Experience tactics and techniques
    Websites and the wider World
    How can we start moving in the right direction?
    42
  • 43. < Websites don’t exist in a vacuum >
    43
  • 44. Start with the Customer
    How we used to see the web
    44
    That website thing that we keep hearing about
    Some positive results (e.g. £££)
    Customers (with £££)
  • 45. Start with the Customer
    The reality today – welcome to the network
    45
  • 46. Start with the Customer
    Agenda
    Why should we care about Customer Experience?
    Customer Experience tactics and techniques
    Websites and the wider World
    How can we start moving in the right direction?
    46
  • 47. }
    Engaged
    A new framework
    Visible
    Engaged
    Useful, usable, desirable
    REQUIREMENT
    User response on-site
    User response off-site
    Natural search
    Social outreach / online PR
    Paid search
    On-site content
    Off-site content
    SOLUTION
    Phone calls
    Email enquiries
    Blog comments/posts
    Facebook fans / interactions
    Twitter fans / interactions
    RSS subscribersSentiment of response
    Can user goals be completed?
    Is the right content in the right place?
    Does the site provide a memorable experience?
    Is the site participatory? Does it encourage dialogue?
    Does the site provide reasons for people to come back?
    Traffic
    Unique visitors
    Inbound links
    SERPS
    Reach (eyeballs/OTS)
    Friend/fan networksPage impressions
    Conversions
    KPIs
  • 48. Start with the Customer
    Recommendations
    If you don’t already, make user experience research a mandatory part of every digital project, like you would project management
    Adopt a view that encompasses the entire digital world (search, social, brand sites, campaigns, etc.) – think ‘connected’
    Even when it’s hard, follow a structured design process – it works and ultimately saves time and money
    Reap the benefits of knowing your customers better – those unpredictable ideas that come from an outside perspective
    48
  • 49. Questions?
    49
  • 50. THANK YOU!
    50
    Email: craig.menzies@icrossing.co.uk
    Call: +44 (0)1273 828 671
    Website: www.icrossing.co.uk
    Blog: http://connect.icrossing.co.uk
    Twitter: @craigmenzies