Yet another fantastic UXPA event! This event took place at the Goldman Sachs building on Fleet Street, it was a full house to listen to speakers Matt Watkinson and Nathalie Nahai.
Website: www.mattwatkinson.co.uk – Twitter: @mattwatkinson
Matts book: ‘The 10 principles behind great customer experience’
S.E.X – the 3 factors that make or break a UX = the holy trinity
S.E.X = Stress / Effort / Expectations
Customer Service = Service Value <–> Expectations
A great example of good design is the Nintendo Wii, “It works how we think it should”.
When speaking to clients, don’t use big worlds they won’t understand. Matt used the example of beauty adverts regarding ‘peptides’, we don’t know what they are or what they do, but they must be good!
A great example of a good customer experience is for the new Spotify iPad app, it adds humor by makes a joke that it is a bigger version of the web view, then shows the real application:
Simple little tricks like changing bullet points to tick boxes can be very affective, for example; toothpaste. Also, be aware of ‘the power of three’, if faced with a multiple choice question with 3 options, most users will choose the middle option.
Acknowledge angry customers, changing their mind can turn it around and be your best advocate.
“data is the new oil”
Strike vs hit
hit – try hoping to hit something
strike – thought and aimed
What do we do to learn about UX, different methods:
• focus groups
• web analytics
• research reports
• user testing
• big data
=> all hits, not strikes
Should be combined and based on the human brain – despite our originality, mostly people are the same.
Principles are more potent than imitation.
The EX – Expectation is often left unconsidered properly
Businesses at different levels can both satisfy customers
• satisfaction = service quality
• expectation is half of satisfaction
• innovation (design) & communication (marketing) must be managed under one experience strategy
• Learnt behaviour (existing products)
EX – identify, define expectations and sit on them
Measures for expectations:
• time on task
• wait times
• excess of choice
• speak the customer language
How can you improve, based on the above measures?
What tasks can be eliminated entirely?
What can we do on customer’s behalf
Great customer experiences are stress free!
Main stress inducers:
• goal clarity
• excess of choice (the paradox of choice)
Work tirelessly to be an ally in the customer’s decision-making.
focus on the why, not the what
become an ally in decision-making
design for their level of competence
systematically eliminate the possibility for error
provide clear feedback at any opportunity.
Nathalie’s slides are available as a PDF here: Persuasive_Content , she also has a book available: ‘The web of influence’.
‘Web psychology’ term captures:
• user experience
• cognitive psychology
• social psych
• behavioral economics
It’s usually all about CONTEXT:
3 secrets to online success:
1. know who you’re targeting
2. communicate persuasively
3. sell with integrity
The difference between persuasion and manipulation = intent
www.instituteofwebpsychology.com – free online mini-course containing the whole presentation
(to me, it was very advertising-oriented and lots of it was common marketing sense)
Q&A for Nathalie
How do you solicit long-term commitment?
e.g. when you’re selling a service, not a product
“atching attention still comes first, then work on building trust gradually”
What techniques did you use in your presentation?
“Used 5 point slides
Ended with 3 main points
Started with principles, then went on to use examples, then tools – this becomes manual.
Used blue as the main colur, it instills trust and is a universally trusted colour. I used white on black as it’s high contrast.”
Combatting negative design:
“Compliment before saying negative things and what they need to do” For example, if someone is not using Foursquare, you could say “You’ve done so well by checking in to 2 places, if you check in to 6 more you’ll get….”
Suzy even got her book signed by Nathalie!