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Extraordinary results through
user-centred design
Find
Research
Research

“

Are there two adjoining rooms?
Do you have a cot? A babysitter? A ...?

”
Decide
Book
web
mobile
email
phone
social
instore
web
mobile
email
phone
social
instore
The opportunity

"A brand is a living
entity - and it is
enriched or undermined
cumulatively over time,
the product of a
t...
gesture

an action performed to
convey a feeling or intention
A brand is a person’s gut feeling.
It’s not what you say it is.
It’s what they say it is.
!

The Brand Gap, Marty Neumeier
User experience = Brand
That was
an awful experience…
user-centred or theftproof?
Great expectations
Let’s look at some
specific ecommerce
experiences….
“if you use a standard approach, you’ll get standard
results.”
Brian Kalma
The fundamental challenge?
As good as they are, these websites are built
around products, not people.
...which means they haven’t evolved
that much from the paper catalogue.
The web is being
rebuilt around people.
!

Paul Adams
Head of product design, Intercom
Previously Google, Facebook
http://www.slideshare.net/padday/paul-adams-keynote-from-mind-the-product-conference-2013
http://www.slideshare.net/padday/paul-adams-keynote-from-mind-the-product-conference-2013
This is not “social”
Instead of trying to fit our
stores into Facebook, we
should be thinking about
how we can fit Facebook
into our stores.
1st major shift: Social
Look what I made
Look what I made for you
Look what I made for you

Cleverbug.com
Personalized greeting cards
from Facebook photos
2nd major shift: Personal
once the core of our business

• desktop web pic
I was sitting on my couch watching TV. 

My computer was down the hallway.
I couldn’t be arsed getting up so I 

tried to ...
Major Irish utility company

20 fold increase in mobile traffic in 2 years.
PayPal mobile payment transaction volume has
dramatically increased
!

$25 million in ‘08

$141 million in ‘09

$750 milli...
With a smaller screen size, you have
a smaller canvas to work with which
forces focus on what matters most.
3rd major shift: Mobile
From A to B, faster
From A to B, C, D or E
From A to B, C, D or E
BOPULA

Buy online, pick up literally anywhere
People don’t change
But how we meet their needs does
So, what do we do about it?
What’s required?

“Integrate” everything!
What’s required?

“Integrate” everything!
There is no script.
Start with principles…

Develop real customer empathy, not
data points by walking in the shoes of
your customers.
Foster a design culture of exploration
Experiment
Experiment & iterate

Prototyping helps us evaluate ideas
relatively rapidly and throw out the bad
ones.
Bring online, offline to enhance in-store experience
We've been asked by a lot of people how
we've grown so quickly, and the answer is
actually really simple... We've aligned ...
This isn’t about design of our
websites or apps, it’s about
redesigning our business
around people.
thanks a million

laurence.veale@iqcontent.com
@laurenceveale
Retail excellence - Multichannel Event.
Retail excellence - Multichannel Event.
Retail excellence - Multichannel Event.
Retail excellence - Multichannel Event.
Retail excellence - Multichannel Event.
Retail excellence - Multichannel Event.
Retail excellence - Multichannel Event.
Retail excellence - Multichannel Event.
Retail excellence - Multichannel Event.
Retail excellence - Multichannel Event.
Retail excellence - Multichannel Event.
Retail excellence - Multichannel Event.
Retail excellence - Multichannel Event.
Retail excellence - Multichannel Event.
Retail excellence - Multichannel Event.
Retail excellence - Multichannel Event.
Retail excellence - Multichannel Event.
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Retail excellence - Multichannel Event.

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What user experience means in the context of multi-channel retail.

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Transcript of "Retail excellence - Multichannel Event."

  1. 1. Extraordinary results through user-centred design
  2. 2. Find
  3. 3. Research
  4. 4. Research “ Are there two adjoining rooms? Do you have a cot? A babysitter? A ...? ”
  5. 5. Decide
  6. 6. Book
  7. 7. web mobile email phone social instore
  8. 8. web mobile email phone social instore
  9. 9. The opportunity "A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures"
  10. 10. gesture an action performed to convey a feeling or intention
  11. 11. A brand is a person’s gut feeling. It’s not what you say it is. It’s what they say it is. ! The Brand Gap, Marty Neumeier
  12. 12. User experience = Brand
  13. 13. That was an awful experience… user-centred or theftproof?
  14. 14. Great expectations
  15. 15. Let’s look at some specific ecommerce experiences….
  16. 16. “if you use a standard approach, you’ll get standard results.” Brian Kalma
  17. 17. The fundamental challenge?
  18. 18. As good as they are, these websites are built around products, not people.
  19. 19. ...which means they haven’t evolved that much from the paper catalogue.
  20. 20. The web is being rebuilt around people. ! Paul Adams Head of product design, Intercom Previously Google, Facebook
  21. 21. http://www.slideshare.net/padday/paul-adams-keynote-from-mind-the-product-conference-2013
  22. 22. http://www.slideshare.net/padday/paul-adams-keynote-from-mind-the-product-conference-2013
  23. 23. This is not “social”
  24. 24. Instead of trying to fit our stores into Facebook, we should be thinking about how we can fit Facebook into our stores.
  25. 25. 1st major shift: Social
  26. 26. Look what I made
  27. 27. Look what I made for you
  28. 28. Look what I made for you Cleverbug.com Personalized greeting cards from Facebook photos
  29. 29. 2nd major shift: Personal
  30. 30. once the core of our business • desktop web pic
  31. 31. I was sitting on my couch watching TV. 
 My computer was down the hallway. I couldn’t be arsed getting up so I 
 tried to get my bill on my phone.
  32. 32. Major Irish utility company 20 fold increase in mobile traffic in 2 years.
  33. 33. PayPal mobile payment transaction volume has dramatically increased ! $25 million in ‘08 $141 million in ‘09 $750 million 2010/2011 $7.5 10 billion by 2013
  34. 34. With a smaller screen size, you have a smaller canvas to work with which forces focus on what matters most.
  35. 35. 3rd major shift: Mobile
  36. 36. From A to B, faster
  37. 37. From A to B, C, D or E
  38. 38. From A to B, C, D or E
  39. 39. BOPULA Buy online, pick up literally anywhere
  40. 40. People don’t change
  41. 41. But how we meet their needs does
  42. 42. So, what do we do about it?
  43. 43. What’s required? “Integrate” everything!
  44. 44. What’s required? “Integrate” everything!
  45. 45. There is no script.
  46. 46. Start with principles… Develop real customer empathy, not data points by walking in the shoes of your customers.
  47. 47. Foster a design culture of exploration
  48. 48. Experiment
  49. 49. Experiment & iterate Prototyping helps us evaluate ideas relatively rapidly and throw out the bad ones.
  50. 50. Bring online, offline to enhance in-store experience
  51. 51. We've been asked by a lot of people how we've grown so quickly, and the answer is actually really simple... We've aligned the entire organization around one mission: to provide the best customer service possible
  52. 52. This isn’t about design of our websites or apps, it’s about redesigning our business around people.
  53. 53. thanks a million laurence.veale@iqcontent.com @laurenceveale
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