Successfully reported this slideshow.
Simplifying A Global MarketplaceSimplifying a Global Market Place. UX Bristol 2012   userexperience@laterooms.com
Who are we?                   Pete Greenwood [ the small one ]                   Information Architect                   M...
50,000 hotels worldwideSimplifying a Global Market Place. UX Bristol 2012         userexperience@laterooms.com
Europe, South America, Asia, India                  Subcontinent, AustralasiaSimplifying a Global Market Place. UX Bristol...
17 Countries                                     From England to AustraliaSimplifying a Global Market Place. UX Bristol 20...
In the next hour                                     We’ll show you how to :                                     Learn mor...
The Big Question                    Do we need a                          Can we deliver                    different user...
Give me six hours to chop down a tree       and I will spend the first four       sharpening the axe.       Abraham Lincol...
Testing one customer early in the       project is better than testing fifty later       on.        Steve Krug – Author Ad...
How did we start to understand                        our global markets better?                        Understanding our ...
Sometimes it’s not always that easySimplifying a Global Market Place. UX Bristol 2012   userexperience@laterooms.com
Does resource and budget affect the                                  results?Simplifying a Global Market Place. UX Bristol...
User testing in market is great,                                  but who has the budget to                               ...
Can a team based in the UK                                  understand customer needs across                              ...
I don’t know the key      to success but the      key to failure is trying      to please everybody       Bill Cosby – Doc...
Can we be creative and provide                                  one solution that fits all markets?Simplifying a Global Ma...
Take time to                                     understand your                                     customers, markets,  ...
The WorkshopSimplifying a Global Market Place. UX Bristol 2012       userexperience@laterooms.com
The Problem                                        Arcader are a global online game                                       ...
The Task                                        Today you’ll be working as part of a UX                                   ...
Insight Cards Explained                                                     COUNTRY                                       ...
Task 1 - Sort the Insight Cards      Use the Insight Cards from your table and reference the      country in the top right...
What’s a Mental Model, Mum?       At high level it’s the thought process that the user goes       through before, during a...
Task 2 - Use the Mental Model      We’ll look at a small segment of the Mental Model      that focusses on comparing and d...
Other Tools                                             Mental Notes are designed to be idea starters                     ...
Task 3 - Bringing it all together       Using the insights and understanding from the       last two tasks, start to think...
Task SummarySimplifying a Global Market Place. UX Bristol 2012            userexperience@laterooms.com
How we did it                               We created Key Insight Cards that were based on                               ...
The Result                                                           1451                                                 ...
What we learned               Involve               You need the involvement of real users in the markets you’re targeting...
Any Questions?                      You can reach us at userexperience@laterooms.comSimplifying a Global Market Place. UX ...
Thank you UX BristolSimplifying a Global Market Place. UX Bristol 2012   userexperience@laterooms.com
Simplifying a Global Market Place. UX Bristol 2012   userexperience@laterooms.com
Upcoming SlideShare
Loading in …5
×

Simplifying A Global Marketplace

819 views

Published on

A presentation about delivering great and efficient UX experience across multiple marketplaces. Understanding your customers and markets, and dispelling a few mis conceptions around how customers research,select and transact online in countries around the globe.

Published in: Technology, Business
  • Be the first to comment

Simplifying A Global Marketplace

  1. 1. Simplifying A Global MarketplaceSimplifying a Global Market Place. UX Bristol 2012 userexperience@laterooms.com
  2. 2. Who are we? Pete Greenwood [ the small one ] Information Architect Mark Webster [ the beardy one ] User Experience Designer Ashley Kay [ the pale one ] User Experience DesignerSimplifying a Global Market Place. UX Bristol 2012 userexperience@laterooms.com
  3. 3. 50,000 hotels worldwideSimplifying a Global Market Place. UX Bristol 2012 userexperience@laterooms.com
  4. 4. Europe, South America, Asia, India Subcontinent, AustralasiaSimplifying a Global Market Place. UX Bristol 2012 userexperience@laterooms.com
  5. 5. 17 Countries From England to AustraliaSimplifying a Global Market Place. UX Bristol 2012 userexperience@laterooms.com
  6. 6. In the next hour We’ll show you how to : Learn more about your customers, markets & data Document and organise user insights Find common ground between markets Uncover key differences Use insights into human behaviour to solve problemsSimplifying a Global Market Place. UX Bristol 2012 userexperience@laterooms.com
  7. 7. The Big Question Do we need a Can we deliver different user OR one experience experience for that works each of our across them markets? all?Simplifying a Global Market Place. UX Bristol 2012 userexperience@laterooms.com
  8. 8. Give me six hours to chop down a tree and I will spend the first four sharpening the axe. Abraham Lincoln - PresidentSimplifying a Global Market Place. UX Bristol 2012 userexperience@laterooms.com
  9. 9. Testing one customer early in the project is better than testing fifty later on. Steve Krug – Author Advanced Common SenseSimplifying a Global Market Place. UX Bristol 2012 userexperience@laterooms.com
  10. 10. How did we start to understand our global markets better? Understanding our customers User testing in market, focus groups, remote testing, personas, recruitment briefs & listening to calls and complaints Learning about our key markets User testing in market, competitor research, cultural research, analytics & hotel interviews By using data to inform decisions Analytics, customer data & market trendsSimplifying a Global Market Place. UX Bristol 2012 userexperience@laterooms.com
  11. 11. Sometimes it’s not always that easySimplifying a Global Market Place. UX Bristol 2012 userexperience@laterooms.com
  12. 12. Does resource and budget affect the results?Simplifying a Global Market Place. UX Bristol 2012 userexperience@laterooms.com
  13. 13. User testing in market is great, but who has the budget to repeat that process on every project?Simplifying a Global Market Place. UX Bristol 2012 userexperience@laterooms.com
  14. 14. Can a team based in the UK understand customer needs across markets and countries?Simplifying a Global Market Place. UX Bristol 2012 userexperience@laterooms.com
  15. 15. I don’t know the key to success but the key to failure is trying to please everybody Bill Cosby – Doctor & FatherSimplifying a Global Market Place. UX Bristol 2012 userexperience@laterooms.com
  16. 16. Can we be creative and provide one solution that fits all markets?Simplifying a Global Market Place. UX Bristol 2012 userexperience@laterooms.com
  17. 17. Take time to understand your customers, markets, and data before picking up your pencil and sketchingSimplifying a Global Market Place. UX Bristol 2012 userexperience@laterooms.com
  18. 18. The WorkshopSimplifying a Global Market Place. UX Bristol 2012 userexperience@laterooms.com
  19. 19. The Problem Arcader are a global online game reseller. User testing has shown that genuine customer reviews of games are very important to their customers. However the current design of review scores isn’t understood across their key markets.Simplifying a Global Market Place. UX Bristol 2012 userexperience@laterooms.com
  20. 20. The Task Today you’ll be working as part of a UX consultancy team for Arcader to generate ideas and create one review system that works across all Arcader’s key markets.Simplifying a Global Market Place. UX Bristol 2012 userexperience@laterooms.com
  21. 21. Insight Cards Explained COUNTRY OF THE INSIGHT INSIGHT FROM A USER TEST THE TEST TYPE CENTRAL REPOSITORYSimplifying a Global Market Place. UX Bristol 2012 userexperience@laterooms.com
  22. 22. Task 1 - Sort the Insight Cards Use the Insight Cards from your table and reference the country in the top right corner to place the Insight Card in the relevant segment in the Venn DiagramSimplifying a Global Market Place. UX Bristol 2012 userexperience@laterooms.com
  23. 23. What’s a Mental Model, Mum? At high level it’s the thought process that the user goes through before, during and after using your site. It can be for one market or fiftySimplifying a Global Market Place. UX Bristol 2012 userexperience@laterooms.com
  24. 24. Task 2 - Use the Mental Model We’ll look at a small segment of the Mental Model that focusses on comparing and deciding. Place the key Insights Cards into the relevant columnSimplifying a Global Market Place. UX Bristol 2012 userexperience@laterooms.com
  25. 25. Other Tools Mental Notes are designed to be idea starters and can be used at almost any stage of development. You can use this to spark an idea for the next step of the task.Simplifying a Global Market Place. UX Bristol 2012 userexperience@laterooms.com
  26. 26. Task 3 - Bringing it all together Using the insights and understanding from the last two tasks, start to think about ideas that could improve how the customer review data could be communicated. Feel free to sketch this out or make a list of thoughts and ideas. Go!Simplifying a Global Market Place. UX Bristol 2012 userexperience@laterooms.com
  27. 27. Task SummarySimplifying a Global Market Place. UX Bristol 2012 userexperience@laterooms.com
  28. 28. How we did it We created Key Insight Cards that were based on research, data and testing from our key markets and countries. Coupled with our Mental Model this allowed us to make informed design decisions on how to visually communicate our Hotel Review data.Simplifying a Global Market Place. UX Bristol 2012 userexperience@laterooms.com
  29. 29. The Result 1451 Genuine Guest Reviews Based on 1451 reviewsSimplifying a Global Market Place. UX Bristol 2012 userexperience@laterooms.com
  30. 30. What we learned Involve You need the involvement of real users in the markets you’re targeting to understand cultural differences & developments to gain insight and create the mental model. We conducted research across Asia and Europe though on a smaller scale it could be focus groups/remote testing/competitor research. Brilliant Basics Don’t build a site from scratch for each market, once you’ve understood the general themes, a good clear journey will go a long way. Localise Build on the basics by tailoring the experience to each market , localised phone numbers and correct use of terminology is essential for example Zip/Postcode.   Test & Refine Don’t be afraid to try things across markets, we often Multi-variate Test elements to see how different markets react to them.Simplifying a Global Market Place. UX Bristol 2012 userexperience@laterooms.com
  31. 31. Any Questions? You can reach us at userexperience@laterooms.comSimplifying a Global Market Place. UX Bristol 2012 userexperience@laterooms.com
  32. 32. Thank you UX BristolSimplifying a Global Market Place. UX Bristol 2012 userexperience@laterooms.com
  33. 33. Simplifying a Global Market Place. UX Bristol 2012 userexperience@laterooms.com

×