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TERMINALFOUR t44u 2008 - Beyond usable: creating lovable (and profitable) websites and applications

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TERMINALFOUR t44u 2008 - Beyond usable: creating lovable (and profitable) websites and applications

  1. 1. Beyond usable: creating lovable (and profitable) websites and applications Morgan McKeagney, Managing Director, iQ Content, T44U, 21/11/08
  2. 2. Introducing iQ Content  Leading European user-centred design consultancy  Better websites for everyone: users and organisations  Core areas of expertise: • User-centred strategy & design • Usability • Content • Web analytics • Search  Architects and builders  Researchers, innovators & teachers: ongoing R&D underpins everything we do  Ireland’s only Google enterprise & analytics partner Clever organisations use iQ:
  3. 3. Selected clients
  4. 4. Some of our work with T4 (1/1,000)
  5. 5. Some of our work with T4 (2/1,000)
  6. 6. Some of our work with T4 (3/1,000)
  7. 7. But we don’t just work with T4….
  8. 8. Let’s go back in time…
  9. 9. Back in 1996, we used to search with tools like this…..
  10. 10. Then these guys came along….
  11. 11. And gave us this:
  12. 12. Most my life, my book shopping happened in places like this… Remember Hanna’s?
  13. 13. Circa 2000, I fell in love with Amazon
  14. 14. What have these two got in common?
  15. 15. Google’s Philosophy: Users First 1. Focus on the user and all else will follow. From its inception, Google has focused on providing the best user experience possible. While many companies claim to put their customers first, few are able to resist the temptation to make small sacrifices to increase shareholder value. Google has steadfastly refused to make any change that does not offer a benefit to the users who come to the site By always placing the interests of the user first, Google has built the most loyal audience on the web. And that growth has come not through TV ad campaigns, but through word of mouth from one satisfied user to another. Extract from Google Philosophy
  16. 16. Customer focus: the Amazon way Jeff Bezos, Amazon CEO “The Institutional Yes”, Harvard Business Review, October 2007
  17. 17. User focus: better for everyone – the customer and the business
  18. 18. Simplicity is genius “Why can’t everything be as easy as Google?”
  19. 19. User experience hierarchy “Desirable Online Experiences: Taking Web Sites Beyond Useful And Usable”, Forrester Research, August 2007
  20. 20. Mini-case study: iQ lovable banking
  21. 21. Most banking experiences suck… “Desirable Online Experiences: Taking Web Sites Beyond Useful And Usable”, Forrester Research, August 2007
  22. 22. Understand the customer: meet Susan
  23. 23. Understand her goals
  24. 24. Create interfaces that make it easy (and pleasurable) to address these goals
  25. 25. Make everyday things a pleasure
  26. 26. Surpass expectations – anticipate and over-deliver
  27. 27. Given time & smarts, even bankers can be made (semi) lovable “Desirable Online Experiences: Taking Web Sites Beyond Useful And Usable”, Forrester Research, August 2007
  28. 28. How? Magical tour through a user-centred design process.
  29. 29. Typical user-centred project lifecycle  Each phase builds on what happens previously, with iterative feedback loops going both ways  User testing and internal validation at each stage  Project doesn’t end when site goes live  Users kept centre-stage at all times: Decision to make – what works best for Carmel?
  30. 30. Design: not just about pretty pictures  Design isn’t pretty pictures  Rather, it’s problem solving  Specifically, creating interfaces that work • for organisations (higher conversions) • for customers (easy and intuitive to use
  31. 31. Analysis: user definition - moving from general to specific
  32. 32. User analysis & definition: personas
  33. 33. Sample Personas
  34. 34. Analysis: content organisation before
  35. 35. Analysis: content organisation after
  36. 36. Design: Information architecture
  37. 37. Design: Information design and wireframes
  38. 38. Design: From Wireframe to Visual Design
  39. 39. Visual Design: From wireframe to graphical interpretation
  40. 40. Visual Design: same wireframe, another interpretation
  41. 41. Get your customers involved – listen to what they tell you… user test clip # 1: who’s disabled?
  42. 42. Measure what matters – and act on what you find (a conversion story) 0.00 0.50 1.00 1.50 2.00 1 - 6 N ov 2 005 7 - 13 N o v 2005 14 - 20 N ov 200 5 21 - 27 N ov 200 5 28 - 4 D e c 2005 5 - 11 D e c 2005 12 - 18 D ec 200 5 19 - 25 D ec 200 5 26 - 1 Ja n 2006 2 - 8 Jan 2 006 9 - 15 Ja n 2006 16 - 22 Jan 200 6 23 - 29 Jan 200 6 20 - 5 F eb 20 06 6 - 12 Feb 20 06 13 - 19 F eb 2 006 20 - 26 F eb 2 006 27 - 5 M ar 200 6 Week %Bookings 1. GA setup 2. GA review 3. Client makes web site changes Without GA With GA = 3x
  43. 43. Do once, repeat often: embrace kaizen ….“kaizen” – continuous improvement
  44. 44. insight + action = continuous improvement Kaizen techniques….
  45. 45. Sample kaizen programme 1: Monthly web analytics analysis  2: Monthly analysis of support queries  3: Quarterly customer engagement  4: Quarterly peer and sector analysis  5: Quarterly analysis of internal & external feedback  Output? Prioritised plan for incremental CMS enhancements.
  46. 46. Wrap-up: Being Lovable - Golden Rules
  47. 47. Rule No 1: The best sites are genuinely & ruthlessly user-focused.
  48. 48. Know your customers …and give them what they want.
  49. 49. Rule No 2: Evolution, not revolution - continually evolve in response to customer needs and changing priorities
  50. 50. Rule No. 3: A site can only be as good as the organisation (and the people) that creates and maintains it.
  51. 51. Get the organisation organised…. Don Norman, Principle, Nielsen Norman Group “The Invisible Computer”, MIT Press, 1999
  52. 52. Being lovable: 3 golden rules  No silver bullet, but three golden rules:  # 1: Be ruthlessly user-focused: understand and engage with your customers; follow a user-centred design process  # 2: Commit to continuous improvement: Kaizen! Evolution not revolution; demonstrate systematic progress  # 3: Get the organisation organised: appropriate strategy, resources, skills, processes and buy-in essential
  53. 53. Thanks for your attention & good luck! Contact Details: Morgan McKeagney Managing Director iQ Content Ltd Visit us online at iqcontent.com:  Get in touch: discounted rates for T44U attendees  Sign-up for free monthly newsletter: iCubed  Get useful user experience tips from our blog: iQ Blog  Find out more about User Experience at the iQ Bootcamp: Dublin, April 2009 e: morgan@iqcontent.com t: +353 1 817 0768 www.iqcontent.com
  54. 54. Better websites for everyone

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