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12.6.14 Andrew Armitage Designing Digital Experiences


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12.6.14 Andrew Armitage Designing Digital Experiences

  1. 1. Designing Digital Experiences Andrew Armitage
  2. 2. Armitage Online •  Website design & development •  Mobile websites •  Digital marketing •  Social media •  High availability web hosting
  3. 3. Designing Digital Experiences
  4. 4. Designing Experiences
  5. 5. What is design? •  Not a logo •  Not your brand •  Not just about creative services Design is about people and solving problems
  6. 6. Everything is by design •  You design your business (your brand) •  You design your business processes •  You design your workplace We all buy things based on their design
  7. 7. Every £1 spent on design gives you over £20 in increased revenue, £4 increased profit and £5 in increased exports Eden Partners (2012), Evaluation of the Design Council Designing Demand Programme, 2012
  8. 8. Designing Digital Experiences
  9. 9. The internet is at the heart of how many people communicate, find information and seek entertainment
  10. 10. Half of all UK adults now access the internet on their mobile phone
  11. 11. Half of all UK adults now access the internet on their mobile phone Mobile internet* access has increased five- fold among those aged 55-64 in four years * Mobile internet includes tablets and smartphones
  12. 12. 2006 12 minutes 2012 29 minutes
  13. 13. Smart phones •  42% of people say their phone is their most important device for accessing the internet •  Smart phones are being used to substitute other devices •  57% of users admit to have used their handset out while shopping •  38% of mobile phone users who access social networking services on their phone also used their handset to ‘check-in’
  14. 14. Desktop vs. Mobile Visitors
  15. 15. Tablets •  53% buy one for easy access to the internet with portability being a major reason for choosing a tablet. •  87% of tablets are used at home •  74% of people claim to use their tablet daily •  37% people using a tablet admit to spending more time online since they bought it
  16. 16. Half of all UK households will have a tablet by the end of 2014
  17. 17. Designing Digital Experiences
  18. 18. Companies need to abandon a one-size-fits-all approach and design digital interactions with these inherent differences in mind
  19. 19. Experience isn’t all about devices •  Visual look and feel •  Copy tone •  Do you really need to know that ? •  Have you explained what’s about to happen? •  Will the process frustrate people? •  Surprise and delight people
  20. 20. Source: Forrester Research Inc. Effective digital experiences will be based on
  21. 21. Are processes effective?
  22. 22.
  23. 23. loves a good experience too •  Site speed •  Mobile user experience •  Button sizes •  Readability •  Navigation
  24. 24. Experiences don’t just happen online
  25. 25. Experiences don’t just happen online
  26. 26. Where to go from here?
  27. 27. 1. Set a business objective
  28. 28. 2. Research
  29. 29. Number of Visits Overall traffic to the website; this can be segmented to identify visits from different devices and comparisons drawn across other key metrics. Conversion Number of completed success events, such as purchases or completing forms; this ultimately drives revenue. Visitor Sources This identifies how visitors found the website, such as via paid or organic search, marketing campaigns, partner or affiliate sites, or direct entry. Time on site The amount of time users spend on the site; when correlated with conversions and other events, this indicates how effectively the site is designed for helping users accomplish their goals. Bounce rate Number of visitors to leave the site after viewing only a single page; this indicates whether the site is relevant to visitors. Content viewed Specific pages viewed; this shows which content resonates most with visitors. Content that has low rates may not be relevant or have a problem, and popular content should be leveraged and expanded upon. Site path analysis Tracks how visitors navigate the website; this is used to locate design or content obstacles that block visitors from progressing to success events.
  30. 30. 3. Review
  31. 31. 4. Do
  32. 32. 5. Measure
  33. 33. Design.Digital.Experiences •  Design the experience you want your customers to have, both on and offline •  Research and understand your audiences •  Choose where digital interactions will be most appropriate and be consistent with your brand •  Establish a personality for your business •  Digital experiences should be driven by a business objective •  Test and iterate
  34. 34. Andrew Armitage @aarmitage 01539 720877 Phew…we’ve made it!