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How to create online experiences that people love - NZIM - 5 August 2011

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How to create online experiences that people love - NZIM - 5 August 2011

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Recently, Optimal Usability were asked to distil learning from research and design projects with 180 clients across 18 industries and present the most important online trends that are emerging here and overseas. It was a daunting challenge, and they’d love to share with you what they found out.
Join NZIM and Trent Mankelow for lunch to learn:

*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 that 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 NZ

Recently, Optimal Usability were asked to distil learning from research and design projects with 180 clients across 18 industries and present the most important online trends that are emerging here and overseas. It was a daunting challenge, and they’d love to share with you what they found out.
Join NZIM and Trent Mankelow for lunch to learn:

*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 that 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 NZ

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How to create online experiences that people love - NZIM - 5 August 2011

  1. 1. How to Create Online Experiences That People LOVE Trent Mankelow Optimal Usability Photo from http://www.flickr.com/photos/jamesclay/2264414513/
  2. 2. 2
  3. 3. 6
  4. 4. How can you create an online experience that people love?
  5. 5. World-class companies focus on three things Service Design Data
  6. 6. Case Study 1. Service
  7. 7. “That was the best customer service I have ever had.”
  8. 8. Photo from http://scott-allison.net/2009/12/08/culture-at-zappos-and-how-everyone-benefits/
  9. 9. New employees are offered $2,000 to quit
  10. 10. 97% turn it down
  11. 11. “It's best to know early on if an employee doesn't buy into the vision or the culture, it just makes economic sense.” - Tony Hsieh, Zappos CEO
  12. 12. X 1,000,000,000
  13. 13. Zappos is a service company that happens to sell shoes
  14. 14. “Don't be surprised if in 20 years we're running an airline.” - Tony Hsieh, Zappos CEO
  15. 15. World-class companies focus on Service
  16. 16. Source: http://blogs.forrester.com/brian_walker/11-03-11-welcome_to_the_era_of_agile_commerce
  17. 17. World-class companies explicitly design the ENTIRE experience: across interactions and across channels
  18. 18. "We think the telephone remains one of the greatest brand inventions ever. Where else can you get customers' undivided attention today?" - Tony Hsieh, Zappos CEO Quote from http://www.tampabay.com/news/business/retail/zappos-ceo-thinks-online-customer-service-is-essential-to-survival/1128880 Photo from http://bondcreative.files.wordpress.com/2009/03/zappos-tony-ceo-shoes.jpg
  19. 19. Case Study 2. Design
  20. 20. “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)
  21. 21. Apple have a fanatical focus on elegant, emotional design
  22. 22. They throw away 90% of the work they do
  23. 23. Design is infused throughout the customer journey
  24. 24. World-class companies focus on Design
  25. 25. Design ≠ Aesthetics
  26. 26. “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
  27. 27. Good design = Simple Good design = Personable Good design = Attractive
  28. 28. World-class companies simplify simplify simplify
  29. 29. The most popular spot on the Xero home page? ‘Try for free’
  30. 30. “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
  31. 31. “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.”
  32. 32. 53
  33. 33. 54
  34. 34. 55
  35. 35. 56
  36. 36. World-class companies have personality
  37. 37. 59
  38. 38. 61
  39. 39. World-class companies are attractive
  40. 40. 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
  41. 41. Teachers presume that good-looking children are more intelligent than their less attractive classmates
  42. 42. A visually appealing website is seen as more credible
  43. 43. Research participants remembered more than 2,500 pictures with 90% accuracy
  44. 44. Case Study 3. Data 75
  45. 45. "Quicken is not quick, there's got to be a better way to do this.” – Aaron Patzer, CEO and founder
  46. 46. 77
  47. 47. Mint even warns you when your bank charges fees! 78
  48. 48. Mint focuses on helping individual users make sense of their own data
  49. 49. The next level of insight is in comparing ourselves with others like us
  50. 50. 2,000,000 users 2 years $2,000,000 marketing
  51. 51. World-class companies focus on Data
  52. 52. Dopamine Sex makes us seek Information?? Food
  53. 53. “I keep saying that the sexy job in the next 10 years will be statisticians. I’m not kidding.” - Hal Varian, chief economist at Google
  54. 54. World-class companies provide tools to help customers understand their own data
  55. 55. World-class companies focus on three things Service Design Data
  56. 56. A final point - Devices Mobile Location-aware Touch-enabled Context-aware
  57. 57. Mobile
  58. 58. Location-aware
  59. 59. Touch-enabled
  60. 60. Context-aware
  61. 61. In conclusion
  62. 62. What? So what? Now what?
  63. 63. 102
  64. 64. Read
  65. 65. Play
  66. 66. Show
  67. 67. Questions? trent@optimalusability.com (021) 389-494 @trentmankelow @OptimalNZ Sign up to our newsletter at www.optimalusability.com!

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