jerome nadel dfc mobile conversion print
DESCRIPTION
This was the talk by Jerome Nadel during Design for Conversion ~ The Mobile EditionTRANSCRIPT
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Mobile ConversionMobile ConversionMobile ConversionMobile ConversionMore than the phoneMore than the phoneMore than the phoneMore than the phone
Jerome NadelJerome NadelJerome NadelJerome NadelSVP User ExperienceSVP User ExperienceSVP User ExperienceSVP User Experience
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Exponential times
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Everyone online
2 billion people online…
67% of the world has a mobile
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Everything is connected
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1995 1997 Today…
Everyone is connecting
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Everyone is connecting – socially!
Comscore
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Everyone is contributing
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Everyone is contributing – quick!
Nielsen Buzz Metrics
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Everyone is jumping in
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Long tailLong tailLong tailLong tail
Broker
Buyer Seller
Brokerage ModelBrokerage ModelBrokerage ModelBrokerage Model
Online AdvertisingOnline AdvertisingOnline AdvertisingOnline Advertising
Dem
and
Price
Free
$ 0.01
Free + Premium = Free + Premium = Free + Premium = Free + Premium = FreemiumFreemiumFreemiumFreemium
Digital business models
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New rules
contributioncontributioncontributioncontribution
controlcontrolcontrolcontrol
connectedconnectedconnectedconnected
communitycommunitycommunitycommunity
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The DfC way…
Psychological
AnalyticalAnalyticalAnalyticalAnalyticalExperientalExperientalExperientalExperiental
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Understand Stakeholder & User
Contract for Design• Strategy and success criteria• End user profiles• Task requirements
Design the User Interface and Interaction Model
Visual Design• Navigation convention• Information architecture• Graphical style and treatment
Validate, Document, Develop, and Deliver
Iterate, Refine, Deliver• Validation through user testing• UI Templates and documentation• Support for implementation
Good design – informed and validated
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User Experience is More than Presentation
UX
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15Evolution of UX Practitioners
Strategist
Visualist
Methodologist
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Everyone personifies
up to dateup to dateup to dateup to date
busy and productivebusy and productivebusy and productivebusy and productive
social and curioussocial and curioussocial and curioussocial and curious
latest and greatestlatest and greatestlatest and greatestlatest and greatest
digital tribedigital tribedigital tribedigital tribe
laggardslaggardslaggardslaggards
early adaptorsearly adaptorsearly adaptorsearly adaptors
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Analytics - descriptive and predictive
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ANALYTICS
INSIDE
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ANALYTICS
INSIDE
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We are rational and emotional
Reason Emotion
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CAN vs. WILL
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Persuasion design
performance + persuasion performance + persuasion performance + persuasion performance + persuasion = consumption, contribution, conversion conversion conversion conversion …
PerformancePerformancePerformancePerformanceCan do
PersuasionPersuasionPersuasionPersuasionWill do
Validation
Design
Assessment
Strategy
Science
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Persuasion in practice
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Holistic persuasion
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The six C’s of conversion
contributioncontributioncontributioncontribution
controlcontrolcontrolcontrol
connectedconnectedconnectedconnected
communitycommunitycommunitycommunity
channelschannelschannelschannels
changechangechangechange
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Sagem Wireless provides customised connected lifestyle devices tSagem Wireless provides customised connected lifestyle devices tSagem Wireless provides customised connected lifestyle devices tSagem Wireless provides customised connected lifestyle devices to o o o leading consumer brands and mobile network operators worldwideleading consumer brands and mobile network operators worldwideleading consumer brands and mobile network operators worldwideleading consumer brands and mobile network operators worldwide
Jerome NadelSVP User Experience