UX at the Heart of Business TransformationJon Smith

Head of Digital, YHA England & Wales

YHA (England & Wales)2

YHA England & Wales

Jon Smith Head of Digital

Ben Griffiths Ecommerce Manager

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YHA England & Wales

Jon Smithjoined YHA here

YHA Website Revenue £million

To inspire all, especially young people, to broaden their horizons, gaining knowledge and independence through new experiences of adventure & discovery.

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YHA England & Wales

Mission

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• 197 unique locations • 136 YHA Youth Hostels • 61 Enterprise and Affiliate sites • £48 million turnover • 1300 staff /2000 volunteers • 1.8 million guest overnights

YHA England & Wales

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YHA England & Wales

YHA Challenges

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YHA England & Wales

User ExperienceService

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YHA England & Wales

User ExperienceProducts

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YHA

User ExperienceProducts

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YHA

User ExperienceProducts

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YHA

User ExperienceProducts

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YHA England & Wales

User ExperienceWebsite & Digital Marketing

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Online Revenue £million

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2012 2013

Lost £1,000,000 in first year after launch.

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YHA England & Wales

Took far too long

Internally focussed

Lack of expertise

June 2010

User ExperienceDigital focus 2013 onwards….

Search Engines

Pay Per Click

Display Banners

Video

Social Media

Affiliate Marketing

Content / Inbound Marketing

Automation

Internal expertise

Hybrid agency model

Ongoing investment

Agile

Digital marketing

Social media strategy

Target customer communication

User-focussed website

Deliver better, faster &

cheaper?

Million

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YHA website Revenue £million

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YHA

30 more hostels set to be

included in 2015.

2014 2015 2016

Insert photo of London Stratford hostel

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YHA

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YHA

Future UX Developments

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YHA England & Wales

Using FrosmoPersonalisation

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YHA England & Wales

Using FrosmoSplit-testing

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YHA England & Wales

Using FrosmoRapid development

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YHA England & Wales

Hybrid Agency modelInternal + Agency dev virtual team

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YHA England & Wales

Website PlatformMigration to Drupal 8

Summary

Obsession with UX to driving online revenue growth and customer satisfaction.

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YHA

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“You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new.”

Steve Jobs. Apple.

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YHA England & Wales

Embrace agile. Incremental

change, reinvesting RIO to finance further change.

Internal expertise. Become a better

client to agencies, speed up change, reduce cost of dev.

Data-driven decisions.

Improve budget spend, smarter

decisions.UX AT THE HEART OF EVERYTHING

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YHA England & Wales

Thank youJon Smith

Head of Digital

www.jonsmith.info

@jonsmith.info

www.linkedin.com/in/jonsmith-info

Ben Griffiths

Ecommerce Manager