This document discusses the differences between user experience and usability. It notes that focusing on marginal gains through studying customers and never disappointing them can provide a competitive advantage. The document also shows customer satisfaction rates for an online service that were low initially but improved greatly after implementing various user-centric design practices like personas, prototypes, usability testing, and responsive design.

1. 1|
Selling
Usability HilaryBrownlie
Hb_stylo

2. 2|
User Experience
vs
Usability
Usability User Experience

3. 3|
Marginal Gains
(competitive advantage)

4. 4|
“Study your customers,
never disappoint them,
give them the best.
That’s the way to get on.”

5. 5|
“Study your customers,
never disappoint them,
give them the best.
That’s the way to get on.”
Eliza James,
The Watercress Queen

6. 6|
Best Job Ever?

7. 7|

8. 8|
Customer
Satisfaction
50%
didn’t achieve what they
wanted to when using the
online service
25%
didn’t know if they had
achieved what they
wanted to
64%
dissatisfied with online
service

9. 9|
Know your onions

10. 10|
Justified?

11. 11|
Competitive AdvantageJoin the dots

12. 12|
What did we do?
User Centric Design:
Personas
Prototypes
Usability testing
Progressive disclosure
Responsive design
Open Sourced code
Agile (Scrum / Kanban)
Lean
BDD
Automated Testing

13. 13|

14. 14|
Customer
Satisfaction
now
94%
completion rate
84%
satisfaction
97%
core customer online

15. 15|
:D

16. 16|
Thank You HilaryBrownlie
Hb_stylo

17. 17|

18. 18|
User Experience
vs
Usability Joy
Usable
Functional