5 ux principles to boost your online marketing
TRANSCRIPT
Andy Marshall, Head of User Experience
to boost your online marketing
principles5 ux
Rufus Leonard is a 26 year old, independently owned agency based in Farringdon, London.
Rufus have a heritage in design thinking to deliver transformative brand experiences.
In 1990 Rufus worked with Shell and for the first time we digitised their brand guidelines.
At the time, it was bleeding edge stuff, created and distributed globally on CD Roms.
Rufus continued to deliver brand experiences. When “The Internet” appeared in the 90s Rufus continued to deliver firsts.
BT’s first ever website.
The first e-commerce solution for an automobile manufacturer with Smart.
And we also created Track and Trace for Royal Mail, which retains much the same features seen today on their website.
We’ve worked with Lloyds for over 20 years, and created their first online banking portal.
Throughout all of this, Rufus has remained true to their brand experience roots, embracing design thinking with customers at the heart of everything we do.
So WTF is UX?User Experience is the process of seeing things from the customers’ perspective.
It is focussed on developing solutions for businesses that identify and solve problems for their customers.
And we strive to design solutions that are high in usability, and that create engaging and desirable experiences.
When UX meets MarketingWhen you start to look at the conversations out there on Google, there’s a sense of dissonance between UX and marketing.
From the 98 thousand articles returned on Google for “UX and Marketing”, you can see there’s a lot of discussions out there.
There are a lot of mixed opinions.
How Marketing sees UX
We must come across like a child on a soapbox. A bit preachy. And probably a bit boring.
One of the things people in UX are obsessed about is talking about what UX is, so I can understand that from the outside how this can come across.
Don’t worry, this isn’t a presentation on what UX is! But if you want to make your UX teams sweat, just ask them to give you a definition of UX in one line!
How UX sees Marketing
Turning the tables, UX seems to have a perception of marketers are stuck in the 1950s. It’s all focus groups and surveys…
http://www.slideshare.net/ginabhawalkar/ux-and-marketing-research-why-we-have-to-work-together?qid=e0355019-769b-4470-acc6-1a174c98a9db&v=default&b=&from_search=6
So when you look at the conversations happening out there, there’s a general perception that we’re like oil and water, and that we can’t mix.
But I don’t subscribe to this.
If marketing is about selling products and services to customers, UX is about designing products and services for customers to use.
And whilst we often overlap, one thing is for certain is that we’re all focussed around the same customers and there are things we can learn from one another.
5 ux principles to boost your online marketing
Reciprocity1
Research in the 1970s was conducted to find the affects of participants receiving favours.
Participants were in two groups, and a plant/confederate would offer a bottle of Coca Cola to the participant in one of the groups, but not the other.
Later on, the confederate would ask the participant if they would like to purchase some raffle tickets they were selling for a new car, telling the participant the one that sold the most would get $50.
Citation: http://www.appsychology.com/IB%20Psych/IBcontent/Studies/Regan.htm
Group Adidn’t receive a free drink
Group Breceived a free drink
Testing reciprocity: The effect of receiving favours
Raffle ticket sales
Group 2, the group who received the free gift of the bottle of Coca Cola, bought twice as many raffle tickets as the group who didn't receive a free gift.
This was the case even when the participant didn’t particularly like the confederate!
Define: ReciprocityIf you give something of value to a customer, they’re more likely to give you something in return.
It starts with giving
Change for full page screenshot
It starts with giving: Campaign Monitor
Newsletter subscriptions are a classic example of asking a customer to provide something of value to them up front: Their personal details.
But customers will only commit to doing so if you’ve given them something of value first. This could be the content on your website, an app, or in Campaign Monitor’s case, they offer access to their past issues.
You have to give people something of genuine value to the customer before they will be willing to reciprocate.
https://www.campaignmonitor.com/our-story/newsletter/Citation:
Don’t Give Then Take Away
Don’t give then take away: Evernote
Evernote’s freemium model is spot on.
The free version has almost the same capabilities as the paid for versions. It provides incredible utility, and there are no time limits enforced on its usage.
The lesson here is that whatever you choose to give of value, you shouldn’t ask for it back further down the line.
Evernote gives customers something of real value, and it’s without ties.
Avoid anonymity
Avoid anonymity: bench.co This is bench.co, a bookkeeping company based in New York and Vancouver.
This is the page you see when you sign up for a free trial, so this is their form of reciprocity.
And shown here is an actual employee of Bench. If you walked into their office, this is someone you would see. This might well be the person you would speak to.
Having a person make eye contact with you on this page in particular, where you are subscribing for a free trial, introduces social pressure.
This creates a stronger feeling of indebtedness. You’re chance of reciprocating increases as a result.
It’s subtle, and is very effective.
https://bench.co/signup/
1. ReciprocityConsider what you can give to customers of real value.
Don’t give, and then take away.
Avoid anonymity to nudge people to reciprocate.
Things to consider
Aesthetic Association2
The Bouba Kiki test
Which is Bouba, and which is Kiki?
The Bouba Kiki test
BoubaKiki
98% of people agree In research, 98% percent of people said that Bouba is the shape on the right, with Kiki on the left.
There are aesthetics to sounds. We associate sounds like ‘k’ with sharpness and we describe these as harsh. Sounds like ‘b’ are described as softer and are associated with curved shapes.
And we subconsciously create associations between those sounds, and with the shapes we see here.
Interestingly, “Bao” (爆) in Chinese means ‘explode’, so this test is culturally specific, so you can get different results with different cultures.
Define: Aesthetic Association We subconsciously create associations between different aesthetics. When we talk about aesthetics, we’re referring to more than visuals. Aesthetics appeal to all our senses.
Aesthetic association: 7UP
Louis Cheskin in the 1930s uncovered the relationships we have between the packaging and the actual product.
The designers at the Cheskin Company ran an experiment where they added 15% more yellow on the colour of the can.
Customers quickly reacted, complaining that the company had changed the flavour of the drink to be more ‘lime-y’.
This was interesting, given they hadn’t actually changed the product itself.
https://en.wikipedia.org/wiki/Louis_CheskinCitation
Aesthetic association: eBay
In a similar (but not experimental) story, eBay started life with a yellow background.
One day they decided to change the background from yellow to white. They received so many complaints, they had to change the colour back to yellow. And everyone was happy again.
Aesthetics affect all aspects of a product.
Then they sneakily changed the background from yellow to white over the period of several weeks. The change was so subtle customers never noticed it.
Aesthetic association: Apple Packaging
Apple understand the importance of aesthetics.
They are masters at building anticipation, from the moment you buy a product in the store and take it home, to the unpacking of materials carefully designed and considered. Even the smell of the packaging is consistent across the packaging for all their products.
There are people who post videos on YouTube showing products being unpacked. They don’t even show the products being used. Just products being unpacked.
Product design and packaging is as important as the product itself. It all forms part of the brand experience.
http://www.huhmagazine.co.uk/3600/the-smell-of-opening-an-apple-product
Aesthetic association: Website performance
Several years ago I worked on a website for a company who offer hardware optimisation software for servers.
They couldn’t understand what was wrong with the fact that their homepage took 18 seconds to load.
This is poor performance by any standard, but the fact their products are focussed on server optimisation means that customers will infer decisions about their products based on the poor performance of their website.
2. Aesthetic AssociationOur impressions of a product are formed from more than just the product alone. Packaging, adverts, reviews, all inform our
experience of a product.
Consider the aesthetics in all experiences that people have around your products and services.
Things to consider
Social Learning 3
We’ve all heard of Social Proof
Simply put, Social Proof describes how in unfamiliar situations we tend to follow the behaviours of others.
By stating “over 90 billion served”, McDonald’s are making a statement that leverages Social Proof.
What is Social Learning?
Social Learning
What is Social learning?
This is beautifully demonstrated by this example from Candid Camera.
We learn in the social situation of being in an elevator that people tend to stand facing the door.
In this stunt the Candid Camera team turn this on its head, and it’s this contrast that makes people’s reactions funny.
https://www.youtube.com/watch?v=BgRoiTWkBHU
Definition: Social learningIn a social context we learn from observing others.
Who’s not doing this well
Social Learning: Jansport
Jansport bags is a backpack company in the United States, and is an example of a website that is not using Social Learning well.
On their website their products are placed on white backgrounds, and they don’t demonstrate the product in use.
http://www.jansport.com/shop/en/jansport-us/all-backpacks
Who’s doing this well
Social Learning: Herschel
Herschel Supply, another backpack company, use Social Learning well on their website homepage, which features a video of people using their products in various landscapes.
https://www.herschelsupply.com/
Who’s not doing this well
Social Learning: John Lewis website
John Lewis’ website is held in high regard for its design. But they could do more to introduce Social Learning into their imagery.
http://www.johnlewis.com/
Who’s doing this well
Social Learning: Argos website
Argos are doing a better job than most with their website. Product categories show items in the context of a room, so it an improvement to showing products on a white background.
Most high-street retailers have learned that showing their products in context creates a more engaging experience for customers browsing their websites.
This could be improved by showing people using the products.
http://www.argos.co.uk/static/Browse/25051/33005908/c_1/1%7Ccategory_root%7CHome+and+garden%7C33005908.htm
Who’s not doing this well
Social Learning: Argos in-store
To say that the Argos in-store experience is a contrast to their website is an absolute understatement.
In my humble opinion, a trip to Argos is like a trip to a betting establishment.
Who’s doing this well
Social Learning: Ikea website
Compare these previous examples to Ikea. They do an excellent job showing products in situ on their website.
www.argos.co.uk/static/Browse/25051/33005908/c_1/1|category_root|Home+and+garden|33005908.htm
Who’s doing this well
Social Learning: Ikea in-store
And from a Social Learning perspective, the Ikea in-store experience is incredible.
Their fake sitting rooms create ideal conditions for Social Learning.
Not only do you get to try the products for yourself, you get to watch other people sit in the sofa, and test out the various items of furniture.
3. Social Learning
For online, consider how you show people using your product or service
And for offline, create an environment where people can try out your products, and be observed by other
customers as they do so
Things to consider
Endowed Progress4
Collect 8 stamps, get one free car wash!
2
7
1 3 4
865
Let’s talk about loyalty.
You’re all familiar with these, right?
Sometimes they look like this…
Collect 10 stamps, get one free car wash!
2
8
1 3 4
976
5
10
Sometimes they look like this, where you get a couple of stamps pre-filled when the cards is handed to you.
Collect 10 stamps, get one free car wash!
2
8
1 3 4
976
5
10
Collect 8 stamps, get one free car wash!
2
7
1 3 4
865
Redemption rates
34%19%
The difference between these was tested by researchers in 2006.
The results?
Those who had two free stamps not only had a higher redemption rate, but the it took them to redeem was quicker overall.
And this is interesting, because ultimately both customers had to complete exactly the same task - collect eight stamps to get a free car wash.
Nunes, J. C. & Dreze, ZX(2006). The endowed progress effect: How artificial advancement increases effort. Journal of Consumer Research, 32(4), 504-512
Definition: Endowed ProgressWe’re more motivated to complete tasks we’ve started, compared to tasks we have yet to start.
This is true whether we’ve taken the intention to start, or where the start has been endowed artificially upon us by someone else.
”People provided with artificial advancement toward a goal
exhibit greater persistence toward reaching that goal”
Nunes, J. C. & Dreze, ZX(2006). The endowed progress effect: How artificial advancement increases effort. Journal of Consumer Research, 32(4), 504-512
Endowed progress: Linkedin
LinkedIn have leveraged this from their early days when they introduced the profile completeness.
And when you sign up to LinkedIn, you’ll never see this empty - there’s always some progress bestowed upon you. This compels you to want to complete your profile.
Endowed progress: Linkedin
More recently LinkedIn have introduced profile strength.
Again, you’ll never see this ‘empty’.
4. Endowed Progress
Think about how you can bestow progress onto people.
Consider a task you’d like to set customers, and then give them an artificial start on that task.
Things to consider
Peak-end Rule5
Let’s talk about colonoscopies
682 participants
2 groups
Colonoscopy procedureIn 1996 research was conducted with patients undergoing colonoscopy to understand where a memory failure observed in psychology experiments could be applied to lessen patients' memories of an unpleasant medical procedure.
Redelmeier DA, Katz J, Kahneman D, Memories of colonoscopy: a randomized trial
Discomfort
Group AStandard procedure
10 min
Group A had a high level of discomfort throughout the procedure.
Discomfort
Group BExtended procedure with the instrument left in for an additional 3 minutes
(final minutes being less painful)
3 min10 min
Group B experienced the same level and duration of discomfort as Group A.
But for this group, the colonoscope was left in at the end of the procedure for a further three minutes, giving them an additional duration of a slightly lesser level of discomfort.
ResultsWhen compared to Group A, Group B said that:
in memory of pain
-10%in number of patients for followup
10%+When asked to remember the experience of the procedure, Group B remembered the experience as being less of a discomfort overall, and were more likely to come for a followup appointment.
This is surprising considering the prolonged experience of discomfort.
Peak-end ruleThere are three particular aspects of an experience that are important.
We remember the peaks, the troughs, and how the experience ends.
So how would the Peak-end rule apply to this presentation?
The peaksIf I were to ask you in a week or two what you would have remembered from this presentation, you’ll likely remember the peaks, such as the hilarious Candid Camera clip.
The troughs You’ll also remember the troughs. I’m pretty sure that for most of you a conversation about colonoscopies will likely be a trough!
And like any good presentation, I’ll end with the part that I want you to remember most.
The summary.
Reciprocity
1
Aesthetic Association
2
Social Learning
3
EndowedProgress
4
Peak-endRule
5
Reciprocity: Provide something of real value for free to your customers, and they’ll be more likely to reciprocate.
Aesthetic Association: People’s experience of your product or services extends beyond the products or services. Think about aesthetics across the entire experience.
Social Learning: Consider how you can demonstrate your product or service being used by others for your customer to see.
Endowed Progress: Consider artificial progress can you bestow to encourage customers to undertake and complete a task.
Peak-end rule: Peaks and troughs of an experience are important, but most memorable is how an experience ends, so think about how your customers experience ends when they interact with you.
