Customer and mobile first — 5 insights from working at findmypast
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Five design insights from working for 7 months at findmypast: bringing user-centred design to the company, and moving to a mobile-first world. Note: Not sure how much of it makes sense without my commentary, but knock yourself out.
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Customer and mobile first — 5 insights from working at findmypast
- 1. Customer and mobile first
- 3. What got me excited about findmypast?
- 4. 4
- 6. Family history can go mainstream 6
- 9. 2 Mobile 9
- 10. We are getting there 10
- 11. Breaking news! Mobile is important
- 12. 402% increase in UK traffic from mobile devices since 2012 12
- 13. Mobile monthly active users: 945 million 39% year-over-year increase 13 Source: Facebook investor notes 29th January 2014
- 14. “48% of people who use Facebook in any given day are only accessing it from mobile” Mark Zuckerberg, 29th January 2014 14 Source: Geekwire
- 15. Source: Mobile is Eating the World by Benedict Evans
- 16. Interested in the move to new devices? • Ben Evans at ben-evans.com • Good overview from November 2013: Mobile is Eating the World • Subscribe to his newsletter • App Annie at appannie.com • Horace Dediu at asymco.com 16
- 17. What we are talking about when we talk about mobile
- 19. The ‘mobile web’ doesn’t exist… 19
- 20. The ‘mobile web’ doesn’t exist… 20
- 21. …and don’t underestimate the web Facebook monthly active users: September 2012 iPhone 11% Android 14% Not mobile 39% RIM 5% Feature phone 6% Mobile web 23% Source: "Facebook's 470m mobile app users" by Ben Evans 21 Other smart 2%
- 22. Mobile is not ‘on the go’ 22
- 23. Source: Google US, The New Multi-screening World, August 2012
- 24. 5 insights
- 25. You don’t understand your users
- 26. “We don’t do focus groups — that is the job of the designer. It’s unfair to ask people who don’t have a sense of the opportunities of tomorrow from the context of today to design.” Sir Jonny Ive, 2012 26
- 27. Wrong* *mostly
- 28. “To see what is in front of one’s nose needs a constant struggle.” George Orwell 28
- 29. your users u are not Yo
- 30. ⚠ Designers Developers Head of Design Managers The C.E.O. A customer
- 32. Start your user research • Chat to them online, or invite them to a café • User testing: ask them to accomplish some tasks • Online user testing • Face-to-face user testing • Shadowing: observe users actions using a service 32
- 33. User research tips • 5 people is enough • Don’t ask them leading questions • Observe what they do, more than what they say • Look for themes • Don’t listen to your ego • Share with people in your organisation 33
- 34. Build a repeatable process, if you can The bigger the organisation, the more important it is (But, it is more important to do user research, and do it often, than to have a regular process) 34
- 35. If you do one thing: Talk to your users 35
- 37. Credit: Campaign
- 38. People swap devices 21 times an hour "We were quite surprised, and I think the respondents were surprised as well. Not only were they multitasking, but we were surprised at the sheer number of times that they were flip-flopping from one device to another. "Most people would have the TV on for the whole one-hour period, but they would then use their phone, then go to the laptop, then back to the phone, and so on." Research by OMD, article published 3 January 2014 http://www.campaignlive.co.uk/news/1225960/ 38
- 39. Source: Google US, The New Multi-screening World, August 2012
- 40. People swap devices 21 times an hour • Advertising • Create a service • Cross-channel • Consistent • Smooth • Suitable 40
- 41. Example: family history users from offline to online 41
- 42. We (nearly always) create services, not standalone products 42
- 43. Credit: Livework Tool: Map your service journey
- 44. Tool: Service blueprint: Touchpoints • People recommendations • Real-world events (like this!) • Advertising (TV, web, print, billboards, etc.) • Magazine reviews • Social media • Website • Apps • Customer services 44
- 45. Credit: Livework Tool: Service blueprint 45
- 46. Credit: Livework
- 48. Credit: Livework Service blueprint: Analyse pain points 48
- 49. Tool: Service journey: Go in depth 49
- 50. UI is your brand
- 51. Your website or app is often the core experience for your customers 51
- 52. If user experience is poor (buggy, hard-to-use), then it will reflect badly on your brand 52
- 53. If consistency is poor across your UI (and the rest of your brand) then it will reflect badly on your brand 53
- 54. Brand identity should not be a set of rules 54
- 56. Tool: Tone of voice guidelines
- 58. Example 2. Inviting people to join Do say Begin, join “Explore your family history” User “Ok, I’ll try it out. How do I start? Hope it’s not too much hassle. What do I need to tell them?” Tips: ✓Keep the offer warm – remember, it’s about stories and people. ✓Inject the user with excitement about what they will do. 58 Don’t say Register, sign up “Get access to X records” “Create an account” User’s feelings: Optimistic, hopeful, impatient findmypast “Join findmypast and begin your journey of discovery. It’s time to start exploring your family history.” 16
- 59. Mailchimp Voice & Tone Example: Mailchimp 59
- 60. Family history as a game
- 61. I hate the word gamification, but… 61
- 62. Family history process has similarities to a game Start Task Effort Accomplishment Repeat 62 Level-up
- 63. World of Warcraft vs. Family History 63
- 64. Start 64
- 67. Task 67
- 70. Effort 70
- 77. Level-up 77
- 80. Game design balances friction Web design (UX) typically attempts to remove friction 80
- 81. Difficulty Boring G am e M ec h an ic Difficulty Ze n Frustrating 81 Source: Mashable Time spent playing
- 82. Currently our search forms look like this 82
- 83. Is this the future users want? 83
- 84. Would become too easy Boring G am e M ec h an ic Difficulty Ze n Frustrating 84 Time spent playing
- 85. Understands what is the game and what isn't Not the game… Is the game… • The register form • Finding records • Navigation • Building a family tree 85
- 86. Other parallels… From Josh Taylor’s ‘Gaming and Virtual Realties’ • MMORPG (Massively Multiplayer Online Role-Playing Game) • Activity happens at a similar time • Hidden features • Communal • Passion • Geeks (in a good way) • Fun • Addictive 86
- 87. Don’t worry We’re not going to try and turn family history into a game 87
- 88. Focus
- 89. Understand the core interactions 89
- 90. Small interactions are perfect for a small screen (and addictive) 90
- 91. What does the user really want to do? 91
- 93. Family history: search or hints? Finding. • On a mobile or touch device long search forms are frustrating and boring • Hints, such as Ancestry’s, are short circuit search • On the app there is no way to search, just hints 93
- 94. Those 5 insights… • Talk to your users • We create services, not standalone products • Your UI is your brand • Family history is closer to a game than traditional web services • For mobile in particular, understand those core interactions 94 ajfox@findmypast.com @andrewfox