Sheilah Hogan and Dan Johnston discuss the importance of user experience (UX) in a market where customer loyalty is diminishing due to the ease of brand switching. They emphasize utilizing both qualitative and quantitative research methods to derive insights, create magical user experiences, and innovate with technology. Key strategies include continuous testing, focusing on core metrics that matter, and adapting marketing efforts to enhance customer engagement and satisfaction.

3. Sheilah Hogan is the Managing Director of
customer experience consultancy;
Objective Experience
Dan Johnston is the Head of UX at
Australia’s second largest real-estate
marketing business; Domain

5. In today’s ‘switching’ economy consumers are
less loyal and free to change between brands
with little to no cost to them. UX & UI need to
capture them by making experiences magical
Diminishing brand loyalty means that
customers no longer put up with a bad
experience
Good UX enables the speed to market with a
sound risk mitigation strategy

6. ~ Sheilah Hogan, Managing Director, Objective Experience

7. 
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8. Cognitive load is 18 minutes maximum and listening
is harder than presenting
So, wrap-up and deliver what you need to
communicate in a short amount of time
Focus on:
• What’s working
• What’s not
• How to fix it

9. Keep up with trends
Bring the person back to the center of the story
Bring the customer to them with tangible evidence
in parallel with innovative technology

10. Big data + human factors = whole picture
Data only tells you ‘what’ – ask the question ‘why?’
Bring in the human element to avoid running into
trouble with false truths

11. ~ Sheilah Hogan, Managing Director, Objective Experience

12. Harness the power of UX, with 6 or 600 customers
Apply it early and apply it often
3 case studies demonstrating how to incorporate UX
without big delays or big budgets
1. Cancer council; UX expert review
2. DBS Bank; in branch study
3. Google; in home study

13. Visits high, Conversions low – quick fix?!
Method
• 10 heuristics
• 1 Consultant
• 3 days
• 10% increase in
conversions

14. Method
• 80 participants
• 4 Bank branches
• 13 points of stimuli
• 3 weeks study
How to leverage my Marketing budget?

15. Method
• 95 Participants
• Eye Tracking in Home
• Qualitative & Quantitative
• 12 weeksAre people watching my TV ads?

16. ~ Sheilah Hogan, Managing Director, Objective Experience

18. Constantly test and experiment to create
engaging sites
Key takeaway from Apps – ensure permissions
are enabled so you can communicate with users
Plan carefully – tightly control as many
variables as you can to minimize bias when
testing
Split test first with new users. Minimize the
familiarity bias
Under taking qualitative research in parallel
with quantitative research. Take risks

19. ~ Dan Johnston, Head of UX, Domain

20. While looking to create more engagement through sticky menus Domain found that test results
were inconsistent:
50% of the time FAB came out on top
50% the fixed menu did
Asking questions at different times got different answers
Accept uncertainty and focus on the metrics that really matter

21. Sticky contact details
increased enquiries
Photo library increased
engagement
Enable permissions to
communicate with users

22. HEART framework
Goals Signals Metrics
Happiness
Engagement
Adoption
Retention
Task success

23. Focus. Don’t try to
test everything.

24. Swing big.
Look for big wins
if sample is
small.

25. z
Context is king.
Quant tests don’t
tell you why things
are happening.

26. Data is a guide.
Data informed not
data driven.

27. Celebrate the wins.

28. ~ Dan Johnston, Head of UX, Domain

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