mobile ux l london - bad ux is bad business (4 may 2016) - gavin edwards

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Bad UX is bad business #mobileuxlondon @thewince

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Page 1: Mobile UX L london - Bad ux is bad business (4 may 2016) - Gavin Edwards

Bad UX is bad business

#mobileuxlondon

@thewince

Page 2: Mobile UX L london - Bad ux is bad business (4 may 2016) - Gavin Edwards

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Page 3: Mobile UX L london - Bad ux is bad business (4 may 2016) - Gavin Edwards

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Page 4: Mobile UX L london - Bad ux is bad business (4 may 2016) - Gavin Edwards

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WHAT’S THE BOTTOM LINE?

Page 5: Mobile UX L london - Bad ux is bad business (4 may 2016) - Gavin Edwards

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A COMPANY’S INCOME AFTER ALL EXPENSES HAVE BEEN DEDUCTED FROM REVENUES

Page 6: Mobile UX L london - Bad ux is bad business (4 may 2016) - Gavin Edwards

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P*SS OFF YOUR CUSTOMERS AND YOU'VE GOT NO REVENUE - THAT’S THE BOTTOM LINE

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WHAT’S BAD UX?

Page 8: Mobile UX L london - Bad ux is bad business (4 may 2016) - Gavin Edwards

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DARK PATTERNS?

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ACCIDENTAL DESIGN?

UIs that have developed organically over time

Ones that have been added to with no doing consideration

Ones that have become bloated etc

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NOT WELL THOUGHT THROUGH?

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A NECESSARY EVIL?

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SOMETIMES ITS NOT ‘BAD’, ITS JUST NOT GOOD.

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30%

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– What are the root causes of bad UX?

– How does it affect a businesses bottom line?

– What is it we are actually measuring?

– What should we be mindful of?

– What can we actively do to avoid the problems?

DISCUSSION POINTS

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IT’S 2016So, we all know that great

UX is key to delivering great business results, right?

Page 16: Mobile UX L london - Bad ux is bad business (4 may 2016) - Gavin Edwards

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89% OF COMPANIES SAY THEY EXPECT TO COMPETE PRIMARILY ON THE BASIS

OF CUSTOMER EXPERIENCE IN 2016. GARTNER, 2014

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CAN YOU TELL ME ABOUT AN EXPERIENCE THAT YOU'VE HAD THATS AFFECTED YOUR WILLINGNESS TO DO BUSINESS WITH OR

YOUR PERCEPTION OF A BRAND?

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A) THERES A LOT OF BAD THINGS HAPPENING!

B) BUSINESSES ARE STILL NOT SETUP TO AFFECT CHANGE

C) THERE’S A FEW RECURRING THEMES

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INCONSISTENCY ACROSS CHANNEL

POOR (OR NO) MOBILE EXPERIENCE

DISCONNECTED EXPERIENCES

BUSINESS FIRST DECISIONS

UNDELIVERED BRAND PROMISE

BAD FLOWS/HIERARCHY/SIGNPOSTING

UNPERSONALISED EXPERIENCES

ETC, ETC, ETC

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89% OF CUSTOMERS SWITCH BRANDS DUE TO A BAD CUSTOMER EXPERIENCE.

ORACLE, 2013

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I WANT TO TALK ABOUT:

WHY IT HAPPENS

WHEN SHOULD WE WORRY AND WHEN SHOULD WE NOT (SO MUCH)

WHAT WE CAN DO TO ‘SORT IT OUT’

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‘BAD UX’ STARTS A LOT EARLIER

THAN WE THINK

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KEY CHALLENGE

THE BRIEF

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WE NEED A NEW WEBSITE WE NEED AN APP

WE NEED A UPDATED LOOK AND FEEL WE NEED SOME NEW “UX”

CAN YOU MAKE IT WORK ON MOBILE

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DETAIL BUDGETS TIMELINES

EXPECTATIONS

(OH, IT NEEDS TO WORK ON MOBILE TOO)

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IF YOU THINK IT'S EXPENSIVE TO HIRE A PROFESSIONAL TO DO THE JOB, WAIT

UNTIL YOU HIRE AN AMATEUR. RED ADAIR

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‘BAD UX’ STARTS WITH A BAD BRIEF

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KEY CHALLENGE

THE BUSINESS

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Page 31: Mobile UX L london - Bad ux is bad business (4 may 2016) - Gavin Edwards

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STARTS WITH EDUCATION: UNDERSTANDING OF THE PROBLEM

UNDERSTANDING OF THE TOOLS AND PROCESSES

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1. WHERE A BUSINESS IS IN ITS LIFE AFFECT’S THINGS 2.WHAT TYPE OF PROJECT IS IT 3.WHAT THE CULTURE OF CHANGE IS LIKE

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EMPATHY

THE ABILITY TO UNDERSTAND AND SHARE THE FEELINGS OF ANOTHER

CREDIBILITY

THE QUALITY OF BEING TRUSTED AND BELIEVED IN

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DIRECT LATERAL

THE LANDSCAPE

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‘BAD UX’ STARTS IN THE

BOARDROOM

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KEY CHALLENGE:

OURSELVES

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REALITY VS PURISM

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INTUITION VS INSIGHT

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QUESTION EVERYTHING

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‘BAD UX’ STARTS WHEN WE ASSUME

TOO MUCH

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KEY CHALLENGE:

MEASURING UX ROI

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Perc

enta

ge %

0

25

50

75

100

Reduced complexity Reduced errors Reduced Churn Increased usage Increased upsells

Companies with highly effective UX have increase their revenue by 37%

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HARD SOFT

• CONVERSION / ACQUISITION

• LEAD GENERATIONS

• RETENTION

• (TARGETED) TRAFFIC

• VIRAL REFERRALS (NOT ONLY VIDEOS)

• CHANNEL MIGRATION

• EMPLOYEE PRODUCTIVITY

• COST SAVINGS

• ENGAGEMENT

• CUSTOMER SATISFACTION

• LOYALTY TO BRAND / BUILDING CHAMPIONS

• UTILISATION AND PRODUCT / SERVICE ADOPTION

• AWARENESS

• ETHICS

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COPYRIGHT ELSE LONDON 2016* large eCommerce retailer

$300 MILLION BUTTON*

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‘BAD UX’ STARTS WHEN WE DONT

BASELINE, TEST OR SET A FRAMEWORK

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KEY CHALLENGE:

THE HALO

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UX IS MORE THAN JUST THE FLOWS THROUGH WEBSITE

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ITS CALL CENTRE VOLUMES

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IT’S STAFF MOTIVATION & RETENTION

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IT’S MAKING CUSTOMERS QUESTION THEMSELVES

“I’M BAD AT TECHNOLOGY STUFF”

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‘BAD UX’ IS WHEN WE DON'T CONSIDER ALL THE COMPONENTS IN

PLAY

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HOW DO WE TACKLE THIS?

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1. Own the brief 2. Remember the user, but remember ourselves 3. Take the business and stakeholders on the

journey 4. Understand the impact on the business user 5. Deliver the brand through the experience 6. Baseline everything you can & then we can prove

our worth

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+44 203 743 7020 [email protected] www.elselondon.com

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AN EXPERIENCE DESIGN CONSULTANCY.

THE MEASURE OF SUCCESS. The DBA champions the impact Design has on Business. This year we won a Design Effectiveness Award for our work on transforming the booking experience for S7 Airlines – a One World partner.

Friction-free bookings create 100% uplift