The document provides an overview of how to create, deliver, and market a great digital experience. It discusses understanding user needs through personas and journeys, designing for experiences that balance business objectives and user needs, and using templates, components, and style guides to provide consistency across channels while allowing for flexibility. Key elements that are recommended include wireframes, prototypes, visual designs, style guides, research, and usability testing to refine the digital experience.

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How to create, deliver & market
Digital
a great experience

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23,630,169
21,032,000
Australia internet users
Australia population
Mobile handset subscriptions
Internet live stats
21,176,595
89.6% population have internet

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context, mobility, social, channels…
the ‘norms’ are changing

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are changing
banking ‘norms’

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influencing behaviour
digital tools are

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IT, Telco, consumer electronics & entertainment
digital convergence -

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for differentiation
Designing for experiences

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business
objectives
tech
& interaction
brand
& marketing
user
needs
experience
building the Digital
Experience is a balance

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business
objectives
tech
& interaction
brand
& marketing
user
needs
Support the brand values
Consistency of
communication
Multi channel distribution
Analytics
Scalable platform, global
reuse
MVP
SEO
Business case
New products
Enhanced products
Scalable templates &
components
Platform migration
Mobile, tablet
NUI, responsive, gesture
& touch
Data
Performance
Improve task flow
efficiencies
Meaningful data - relevance
Straight through processing
Display of data appropriate
from expert to naive
Accessibility
driven by real
agendas

11. our dilemma...
so...

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“it might seem
counter-intuitive, but
designing for a single user
is the most effective way
to satisfy
a broad population”
Alan Cooper: The Inmates are Running the Asylum
we design with the user
in mind

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Who are the users? What are the differences?
What social touchpoints exists between users?
What is the situation, need and behaviour of the individual user?
Where are the users? what devices do they use? How do they
use we Panorama?
Physical Context
Cultural Context
Social Context
Individual Context

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business
objectives
tech
& interaction
brand
& marketing
user
needs
know your user know what you
know yourfish where
the fish are
want to do
limits

15. AccumulateApply AdvocacyManage
Interest me!
Life stage event
Word of mouth
Email / newsletter
Advertising/ Media
Engage me!
Help me - Search, browse,
evaluate, compare tools
Let me come back (save
information)
Share knowledge
Understand
benefits
Give me a reason
to be with you
Easy switching
Easy form completion
Reassurance –
stability, ability,
support
Ease the parts that
make life difficult
Make set up easy
Recognise me, know
my details
Support me
Anticipate what I may need
Transparency of
information
Be informed!
Solutions from peers
Rate my adviser
Feedback
Connect with others
Help me manage easily.
Tax, reporting, comparisons, tracking
Things I didn’t know
Make my life easier
How to…
Give me control
Automate
Alert me when I need
to do something
24/7, anywhere, any
device, access
Let me choose products
and change the mix
ConsiderAware
Users needs and motivations define
the ‘why’ that provides
the ‘what’ and ‘when’….

16. Fish where the fish are
SEO / SEM / SEA
Marketing campaigns
Direct e-mails
Personalisation
Feedback
Targeting & Stickiness
Advanced tools = returning users
Personalised Offers/promos
Context sensitive
info / promos
Value & benefits
Faster through the funnel
Easier to move away from the
competition
Conversion – faster down the funnel
Pre-population of core data
for faster form
completion
Self service, reduce
call centre interactions
Faster, timely reporting
Upgrade/downgrade – add
products, remove,
freeze
Multi-view reporting
Bulk actions
Multi device capability
Loyalty – reduce
switching
Influence buying decisions
Solutions from others –
community support
Upsell / cross-sell
Lock in the customer = more products,
more set up – the less likely to switch
Gather more profile & preferences data -
helps targeted marketing & support
Preferences –Surveys = trends,
consumer needs, reactive product set
ability to meet expectations faster
AccumulateApply AdvocacyManageConsiderAware
…and provide business
benefits

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appropriate
digital

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OLM Micro-site
Web-site
Mobile
Alert
What does the end to end
Journey ‘look like’. How
consistent is it? Does the web
site experience reflect the
Advertising experience?
Bringing consistency to the
journey can help direct the
path of personas targeted by
advertising through the web
site.
mulitple touchpoints

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Unknown
Self Selected
From OLM / ATL / DM
From Login
Click-stream Analysis
Device Detection
Call
recognise our customers

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OLM
Bookmark
Blog
Viral
3rd Parties
Widgets
Forum
Search
Customers will enter the site
in a variety of ways within the
online space, the point is, they
won’t always enter where we
want them to, for example a
‘landing page’ that speaks to
a particular segment, directing
them in a particular way…
there are no
dead ends

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Product
Brand
Suspect
Brand 70%, Product 25%, Service 5%
They need to be engaged by the brand, enticed by the
‘image’, immediate reassurance this can provide all
their financial needs.
Prospect
Brand 10%, Product 60%, Service 30%
Product knowledge is critical in informing choice and
comparison, brand is now less important, product
more so.
New Customer
Brand 5%, Product 45%, Service 45%
Information is now critical, they are now active and
require support. Tools to help them stay on the site,
returns and consider it their one stop shop
Mature Customer
Brand 33%, Product 33%, Service 33%
Mature customers have experience and knowledge of
BT, therefore making their interaction will be a highly
informed one. They will want to know what we can do
for them – how much easier we can make the
process.
Service
understand needs

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Product
Brand
Service
Community
In this age of participation if
we fail to provide our
customers with the tools
that demonstrate we are
listening, and to engage
with them in a two way
conversation, then we are
failing.
be aware of trends

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Intrigue Engage Inform
Brand
Product
Service
Community
to deliver a contextual
marketing experience

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governance & consistency
Component based templates

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We should think in
terms of content
types:
• Functions – Search,
Login, trade, download
• Listings - Results
• Details
• Forms
• Promotions & Ads
templates

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Templates
…and templates
as a set of
component parts
templates

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Templates
…which can be
built from a
library
templates

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Templates
…and policed
from an asset
library
Assets
templates

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tools of the
trade

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Understand the
business need
Offer definition, goals & KPIs
Scope matrix – prioritised.
Business requirements, use cases
BRD
BRD
BRD
Usecases
Usecases
$
Personas & Scenarios identify
capabilities, needs and define features
and functions
a
b
c
function1
feature1
function2
Personas &
goals
Features &
functions
Understand the
users’ needs
Definition/Offer/CCD
Content analysis and user journeys define
navigational /experience models to achieve efficient
task completion
1
2
3
?
Understand behaviour &
blueprint the experience
High Level Design
Creative design exploration to
support branding and the look and
feel
search search
search search
Concepts to define the possible
experience & test with users to
validate approach/direction
Define visual design
direction
Identify & visualise screens as early
as possible

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Wireframes & specs
blueprint & refine the
concept ideas & flesh
out stories
Copy, Visual design ,
HTML & graphic
production to build out
the interaction design
End-user Evaluation to
validate the direction,
effectiveness and
likeability
R1
R2+
Screens R2
Screens R1
Functional groups
Iterative testingCreate hi-fidelity pages
Define stories – by
personas
As Terrified Timmy I
want to be alerted so
that I know if money
hasn’t gone through
As Smarty Alec I want to
check balances so that I
can see when to
rebalance my portfolio
As Arnie advisor I want to
see alternative options on
my balance so that I can
move options ASAP
Planning
Inception Build/sprints

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Personas represent typical users of the
product. The aim is to create “limiting
case” interaction design personas. These
personas should satisfy the statement: “If
the level of clarity, navigability, and
interactivity of the site can satisfy these
people, it will satisfy most of the users.”
personas & user journeys

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Information can range from the content for
your search engine to the entire system
structure. Categorising, grouping and
labelling all of these data join in a
relationship that becomes the
architecture.
site maps

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Wireframes are sketches of the interface,
mapping out the information and task
flow in the most efficient way for users.
Wireframes & UI Specification
wireframes & UI specs

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Prototypes can vary from quick sketches
(paper) to lo-fidelity to high-fidelity. It may
comprise a sequence of wireframes with
click through capabilities, to detailed
interfaces as a first step to the final code.
clickable wireframes

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High fidelity designs of screens/UI
designed to be pixel accurate of the final
product.
An agreed design approach with an
understanding of how key elements –
buttons, fields, colours, imagery, navigation
techniques etc will be carried out. As the
development effort goes on this design will
continue to evolve as new assets are
required. It is the base approach to guide
the production design.
visual designs

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Style guides and Pattern Libraries provide
the guidelines and rules to be followed for
the look and feel, imagery, grid styles, tone
and voice and interaction patterns for a
specific product or set of products.
A pattern library is an online version of a
style guide and may provide specific
examples of code, snippets and references
for interactive elements.
styleguides & pattern libraries

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Our tone of voice is the way in which we
write and speak, what we say and how
we say it.
How we write and communicate to our
customers helps we build credibility and
trust, makes us more accessible to our
customers and helps us to demonstrate
our empathy for them.
tone of voice

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User research and testing are used to
evaluate specific product features and
functions of a product. They uncover the
‘why’ users do things as well as the what.
Depending on the maturity of the product,
techniques vary from observation,
contextual inquiry, formal usability testing,
guerrilla testing, surveys etc.
research & user testing

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