We were delighted to have the brilliant Aziz Musa join us for the last UX Café of the year. Aziz was the highlight for many at the recent Mind the Product conference and he gave an energetic talk at UX Café sharing his insights and unique style with us. Most recently Aziz was Commercial Director at Moonpig.com/PhotoBox. Prior to this he's worked for Lastminute.com, holiday autos, Travelocity and a host of other companies in the UK, Europe and the Middle East. Currently he's Digital Director of Pegasus, an Integrated Communications Consultancy. Check him out on twitter: https://twitter.com/azizmusa Or sign up to hear when the next 2014 events will happen: http://www.meetup.com/uxcafe/

1. I’m probably wrong so
question me
@azizmusa
azizmusa.com

2. “Nothing distorts
reality as effectively as
the promise of financial
gain”
Edward Herman & Noam Chomsky
Manufacturing Consent

6. 5X shift in 72
hours

7. -22% shift over
the year

10. 15 times lower
conversion

11.  obile traffic increasing
M
 ower conversion of mobile traffic
L
 egrading overall conversion
D

14.  Double mobile conversion rate
 Launch in 5 weeks (code freeze)
 Make £50k within 6 weeks

19. • Build, and launch
• MOCCA room

25. Objectives:
 Double mobile conversion rate
 Launch in 5 weeks (code freeze)
 Make £50k within 6 weeks

27. 10x Improvement
Conversion

28. Code Freeze

29.  Make £50k within 6 weeks

30.  Make £50k within 6 weeks
 Actually £50k 6 DAYS

31.  Make £50k within 6 weeks
 Actually £50k 6 DAYS
 In 6 weeks made £500k

38. Felt
uncomfortable
Didn’t deliver
pure product
Felt too much
pressure

39. Felt
uncomfortable
Didn’t deliver
pure product
Felt too much
pressure

42. Felt
uncomfortable
Didn’t deliver
pure product
Felt too much
pressure

43. Profound
Simplicity
x
Beauty =
Pure Product

44. “On the far side of complexity lies
profound simplicity”
Karl Wieck 2004

45. Superficial Simplicity
Confused Complexity
Profound Simplicity

46. “Profound Simplicity is not merely the
absence of complexity, it is the
exquisite mastery of it.”

49. “Hear my soul speak. Of the very instant that I
saw you, Did my heart fly at your service” The
Tempest. William Shakespeare

52. Chrome adverts
John Lewis advert

53. iPod Shuffle dial

55. Felt
uncomfortable
Didn’t deliver
pure product
Felt too much
pressure

56. Seasonality
Distortive
Pressures
Time
Pressure
Competitive
Volatility

57. “For the love of money is the root
of all kinds of evil. And some
people, craving money, have
wandered from the true faith and
pierced themselves with many
sorrows” Timothy 6:10

59. “It’s impossible to unlearn what you
already know.” Chip and Dan Heath, Made
to Stick

60.  Have product principles, know them deeply
 If you break your principles do it consciously
 There’s no shame in striving for perfection and
failing

61. I’m probably wrong so
question me
@azizmusa
azizmusa.com