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HELLO.I’m Matt
@duckymatt
@cyberduck_uk cyber-duck.co.uk
DESIGNING

BETTER
EXPERIENCES
USER CENTRED DESIGN?
SO, WHAT IS
The best designed products and
services result from understanding
the needs of the people who will use
them.
Credit: http://xkcd.com/773/
CREATING MYDLC,
A CROSS-CHANNEL
END-TO-END
CUSTOMER PORTAL

EXPERIENCE
DESIGNING A POSITIVE
USER EXPERIENCE FOR
A DEBT RECOVERY COMPANY.
THE CHALLENGE
OUR OBJECTIVES
INCREASE USER-FRIENDLINESS
EMPOWER CUSTOMERS
STREAMLINE BUSINESS PROCESS
OUR
PROCESS
RESEARCH
STAKEHOLDER
INTERVIEWS
ONE ON ONE
ANONYMOUS
BROAD CROSS-SECTION
LEARNT A LOT ABOUT THEIR CUSTOMERS
AND HOW THEY COMMUNICATE
The turning point in
many interviews is when
the interviewee gets up
and closes the office door
and lowers their voice.
PAUL BOAG
Photo credit: Andreas Øverland: http://www.flickr.com/photos/andreasoverland/4954194732/ Source: http://boagworld.com/business-strategy/how-to-improve-your-site-using-stakeholder-interviews/
USER RESEARCH
CLIENT
EXPOSURE TO
USER RESEARCH
There is a direct
correlation between
this exposure and the
improvements we see
in the designs that
team produces.
JARED SPOOL
Photo credit: Jeffrey Zeldman: http://www.flickr.com/photos/zeldman/8614173005/
http://www.uie.com/articles/user_exposure_hours/
PERSONAS
BASED ON RESEARCH
CREATE A PICTURE OF WHO WE’RE
DESIGNING FOR
USED THROUGHOUT DESIGN
ENCOURAGE EMPATHY!
SEMIOTIC ANALYSIS
THE STUDY OF SIGNS AND SYMBOLS AND
SOCIETY’S INTERPRETATION OF THEM
WE LOOKED AT MEANING CODED INTO
DLC’S EXISTING DESIGNS
ANALYTICS
ON DLC, GOOGLE ANALYTICS
WAS LARGELY UNHELPFUL
AND CREATED A FALSE
PICTURE OF OUR USERS
INSTEAD WE USED BUSINESS
DATA TO HELP INFORM OUR
PERSONA RESEARCH
CROSS CHANNEL
RESPONSIVE DESIGN
ACTIVELY AVOIDING
MISINTERPRETATION
FORK HANDLES
OR FOUR CANDLES?
Image credit: BBC. (The Two Ronnies, 1976)
PRESENTING DESIGNS
RATHER THAN EMAILING THEM
Image credit: Dreamworks SKG, Universal Pictures, Scott Free Productions, Mill Film, C&L, Dawliz and Red Wagon Entertainment (Gladiator, 2000)
DESIGNS WON’T
SELL THEMSELVES
Image credit: Gracie Films and 20th Century Fox Television (The Simpsons, 1997)
“WHAT DO YOU THINK?”
IS THE ENEMY OF
CONSTRUCTIVE FEEDBACK
Image credit: Warner Bros, Hawk Films, Peregrine and The Producer Circle Company (The Shining, 1980)
The client didn’t hire
you to make something
they liked, and
something they like may
not be the thing that
leads to their success.
MIKE MONTEIRO
Photo credit: Amber Gregory: https://www.flickr.com/photos/fontshop/7091584773/ RECOMMENDED READING: http://www.abookapart.com/products/design-is-a-job
Source: https://medium.com/@monteiro/13-ways-designers-screw-up-client-presentations-51aaee11e28c
DEFINE A NARRATIVE
USER STORIES TO DEFINE
A NATURAL FLOW TO THE UX.
KEEPING POSSIBLE DECISIONS
PER STEP TO A MINIMUM.
HICK’S LAW
TIME
TAKEN TO
RESPOND
NUMBER OF OPTIONS
MOBILE FIRST
WE STARTED ALL PROTOTYPES
LOOKING AT THE SMALL SCREEN
FIRST.
IT’S EASIER TO SCALE UP A DESIGN
THAN TO SQUEEZE A DESKTOP SITE
ON MOBILE.
FORM OPTIMISATION
SKETCH
TONE OF VOICE
90% OF INTERFACE DESIGN IS
TONE OF VOICE.
GETTING THIS RIGHT ON MYDLC

WAS CRITICAL TO THE SUCCESS OF
THE DESIGN.
TONE OF VOICE
It was actually really nicely put. I’ve obviously had
letters like this before. I’ve never seen anywhere, you
know ‘please call us and we will take your circumstances
into account’. I really liked that on that letter. You are
more willing to actually deal with it, than shoving it in
the bin and saying you never received the letter.
TEST, TEST, AND TEST SOME MORE
Image credit: The Ladd Company, Shaw Brothers and Warner Bros. (Blade Runner, 1982)
▲
72.5%
TRANSACTIONS
INCREASE IN ONLINE
TRANSACTIONS IN FIRST
7 MONTHS SINCE
LAUNCH
▲
66%
REVENUE
INCREASE IN REVENUE
IN FIRST 7 MONTHS
SINCE LAUNCH
40
HOURS
SAVED
AGENT TIME
SAVED A HUGE AMOUNT
OF AGENT TIME PER
MONTH
Businesses cannot treat their
customers as passive “consumers”
any longer; every company is in the
user experience business.
KAREN MCGRANE
Source: http://alistapart.com/column/explaining-water-to-fish
Photo credit: Eirik Helland Urke: http://www.flickr.com/photos/webdagene/6149954950/
THANK YOU
@duckymatt @cyberduck_uk

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