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How to Create Online Experiences that People Love - August 2011


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So what are the latest and greatest in online trends in New Zealand and overseas?

Recently Trent Mankelow and his Optimal Usability team were asked to distil learning from research and design projects with 190 clients across 19 industries and present the most important online trends that are emerging here and overseas - a somewhat daunting challenge.

In this entertaining presentation Trent digs into this research to outline:

The three key attributes of world-class organisations, using local and overseas examples from a number of industries.
How new devices are going to affect future experiences.
Why the chief economist at Google thinks statisticians are sexy.
What swearing, fairies, and dinosaurs have to do with a good customer experience.
Why design is not the same as aesthetics.
What you can do to join to fight for great online experiences in New Zealand.

Published in: Technology, Business
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How to Create Online Experiences that People Love - August 2011

  1. 1. The Latest and Greatest Web Trends Trent Mankelow Optimal Usability Photo from
  2. 2. How to Create Online Experiences That People LOVE Trent Mankelow Optimal Usability Photo from
  3. 3.
  4. 7.
  5. 11. How can you create an online experience that people love?
  6. 12. By focussing on three things: Data Design Service
  7. 13. Case Study 1. Service
  8. 14. “ That was the best customer service I have ever had.”
  9. 15. Photo from
  10. 16. New employees are offered $2,000 to quit
  11. 18. <ul><li>“ It's best to know early on if an employee doesn't buy into the vision or the culture, it just makes economic sense.” </li></ul><ul><li>- Tony Hsieh, Zappos CEO </li></ul>
  12. 20. X 1,000,000,000
  13. 21. Zappos is a service company that happens to sell shoes
  14. 22. <ul><li>“ Don't be surprised if in 20 years we're running an airline.” </li></ul><ul><li>- Tony Hsieh, Zappos CEO </li></ul>
  15. 23. World-class companies focus on Service
  16. 24. My TV Buying Experience
  17. 28. Your TV is ready to pick up!
  18. 29. Photo from
  19. 30. A new TV!!
  20. 31. Customer-facing staff Websites Communications Physical environments Payment systems Packaging
  21. 32. Customer-facing staff Websites Communications Physical environments Payment systems Packaging
  22. 33. Great online experiences start with explicitly designing the ENTIRE experience: across interactions and across channels
  23. 34. <ul><li>&quot;We think the telephone remains one of the greatest brand inventions ever. Where else can you get customers' undivided attention today?&quot; </li></ul><ul><li>- Tony Hsieh, Zappos CEO </li></ul>Quote from Photo from
  24. 35. Photo from
  25. 36. Case Study 2. Design
  26. 37. “ As a discussion about design grows longer, the probability of using Apple as an exemplar approaches one” (With apologies to Adaptive Path and Mike Godwin)
  27. 38. Apple have a fanatical focus on elegant, emotional design
  28. 39. They throw away 90% of the work they do
  29. 40. Design is infused throughout the customer journey
  30. 44. World-class companies focus on Design
  31. 45. Design ≠ Aesthetics
  32. 46. “ Design’s power runs far deeper than aesthetics .... If you are mapping out a sales strategy, or streamlining a manufacturing operation, or crafting a new system for innovating you are engaged in the practice of design” - Bill Breen, Masters of Design, 2004
  33. 47. Good design = Simple Good design = Personable Good design = Attractive
  34. 48. World-class companies simplify simplify simplify
  35. 53. The most popular spot on the Xero home page? ‘ Try for free’
  36. 57. <ul><li>“ In the everyday world, we want to get on with the important things in life, not spend our time in deep thought attempting to open a can of food or dial a telephone number.” - Don Norman </li></ul>
  37. 58. “ My buddy Russ and I were talking one day. ‘What the fuck should I make for dinner?’ I queried. That's the genesis for this website.”
  38. 59.
  39. 60.
  40. 61.
  41. 62.
  42. 64. World-class companies have personality
  43. 65.
  44. 67.
  45. 68. Watch
  46. 73. World-class companies are attractive <ul><li>Attractive = credible </li></ul>
  47. 74. If someone is physically attractive, people tend to assume they also have a host of admirable qualities, such as intelligence and honesty. - B.J. Fogg
  48. 75. Teachers presume that good-looking children are more intelligent than their less attractive classmates
  49. 76. A visually appealing website is seen as more credible
  50. 77. Bonus tip: if you want to capture and hold attention, use photos
  51. 78. Bonus tip: use attractive people
  52. 82. Case Study 3. Data
  53. 83. &quot;Quicken is not quick, there's got to be a better way to do this.” – Aaron Patzer, CEO and founder
  54. 84.
  55. 85. Mint focuses on helping individual users make sense of their own data
  56. 86. Their next level of insight is in comparing ourselves with others like us
  57. 87. 2 ,000,000 users 2 years $ 2 ,000,000 marketing
  58. 88. World-class companies focus on Data
  59. 89. Food Sex Information?? Dopamine makes us seek
  60. 90. <ul><li>“ I keep saying that the sexy job in the next 10 years will be statisticians. I’m not kidding.” </li></ul><ul><li>- Hal Varian, chief economist at Google </li></ul>
  61. 91. World-class companies provide tools to help customers understand their own data
  62. 99. World-class companies focus on three things: Data Design Service
  63. 100. One final point – Devices are becoming smarter Mobile Location-aware Touch-enabled Context-aware
  64. 101. Mobile
  65. 102. Location-aware
  66. 103. Touch-enabled
  67. 104. Context-aware
  68. 105. In conclusion
  69. 106. What? So what? Now what?
  70. 107.
  71. 108. Read
  72. 109. Play
  73. 110. Show
  74. 112. Questions? [email_address] (021) 389-494 @trentmankelow @OptimalNZ Sign up to our newsletter at !
  75. 114. Source: