Retail excellence - Multichannel Event.
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Retail excellence - Multichannel Event.



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

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



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Retail excellence - Multichannel Event. Retail excellence - Multichannel Event. Presentation Transcript

  • 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 thousand small gestures"
  • 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
  • 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 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 get my bill on my phone.
  • 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 million 2010/2011 $7.5 10 billion by 2013
  • 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 the entire organization around one mission: to provide the best customer service possible
  • This isn’t about design of our websites or apps, it’s about redesigning our business around people.
  • thanks a million @laurenceveale