This document summarizes a presentation by Paul Cherry on customers and the web. It discusses how experiences and usability are important for customer-centric design. It also provides tips for thinking about the customer journey and analytics to understand customers as people. The key aspects are to focus on what customers really want to do, understand how their actions relate to marketing goals, ensure usability is considered, and invite collaboration from others with different expertise.

1. Customers and the WebCustomers and the Web
Paul Cherry, Place Over EarsPaul Cherry, Place Over Ears
WordCamp, Birmingham 2015WordCamp, Birmingham 2015
@PlaceOverEars@PlaceOverEars
info@placeoverears.co.ukinfo@placeoverears.co.uk
www.placeoverears.co.ukwww.placeoverears.co.uk

2. Who is this guy?
• In marketing since childhood
• Entrepreneur awards
• Co-created The Turds in 2002
• Launched Place Over Ears in 2015
• Once got trapped in a bathroom*
*for up to 4 hours

3. Lets go.
• Why all the fuss about experiences?
• What makes for customer-centric UX?
• Failure is OK… but
• Customers are people like us

4. Why allWhy all
the fuss?the fuss?

5. UK razor brands
Market
share
The best a man can get.
Reveal the goddess in you.
Free your skin.
?

6. Trust goes a long way
Source: Social Media and Networking, Mintel, 2012

7. People are people
ExperiencePre-experience Post-experience
Imagining
Researching
Fantasising
Functioning
Sensing
Interacting
Enjoyment
Enchantment
Trusting

8. The customer journey to online purchase
Source: Think With Google > Tools

9. What makes for great UX?Thinking aboutThinking about
anything thatanything that
dazzles withdazzles with
UX?UX?

11. Sometimes it’s OK to fall down
Sometimes it’s not
SometimeSometime
s it’s OK tos it’s OK to
fail…fail…
..sometimes..sometimes
it’s notit’s not

12. Audience insight is a declaration of love
Source: The New Multi-screen world, Google

13. Audience insight is a declaration of love
Source: The New Multi-screen world, Google

14. Place Over Ear’s Golden 6

15. Getting with the ABC
CustomersCustomers
are peopleare people
like uslike us

16. How I feelHow I feel
How I am
acting
How I am
acting
What I am
thinking
What I am
thinking
Customers
Usability and
task type
Warmth,
admiration,
distrust
Symbolism and
interpretation

17. Analytics and usability
FeelFeel
ActAct
ThinkThink
Browse, learn, return
Positive and human
New but trustworthy

18. Some things to think about
1. What do you really, really want customers to do?
2. How do these actions attach to their marketing plans?
3. Will customers need to learn or practice new flows?
4. Ask the client: where is usability in the schedule?
5. Know your strengths, invite other brilliance to help
– Structural / design / content / insight

19. Paul Lester:
Was there a serious atmosphere
in the studio, then, during the
making of Off the Wall and
Thriller?
Quincy Jones:
Hell, no, man – it was as
loose as you can get! We’d
be joking and having fun.
Are you kidding? You
gotta know how to party
[laughs]. If you get
uptight, the music’s going
to sound like nothin’. I
used to say, “Always leave
a little room for God to
walk in the room.”