HELLO.I’m Matt @duckymatt

@cyberduck_uk cyber-duck.co.uk

DESIGNINGBETTER EXPERIENCES

USER CENTRED DESIGN?SO, WHAT IS

The best designed products and services result from understanding the needs of the people who will use them.

Credit: http://xkcd.com/773/

CREATING MYDLC, A CROSS-CHANNEL END-TO-END CUSTOMER PORTALEXPERIENCE

DESIGNING A POSITIVE USER EXPERIENCE FOR A DEBT RECOVERY COMPANY.

THE CHALLENGE

OUR OBJECTIVES

INCREASE USER-FRIENDLINESS

EMPOWER CUSTOMERS

STREAMLINE BUSINESS PROCESS

OUR PROCESS

RESEARCH

STAKEHOLDER INTERVIEWS

ONE ON ONE

ANONYMOUS

BROAD CROSS-SECTION

LEARNT A LOT ABOUT THEIR CUSTOMERS AND HOW THEY COMMUNICATE

USER RESEARCH

DIRECT EXPOSURE TO USER RESEARCH INCREASES EMPATHY

PEOPLE ARE ALWAYS MORE EMPATHETIC TO WHAT THEY

SEE FIRST HAND

There is a direct correlation between this exposure and the improvements we see in the designs that team produces.

JARED SPOOL

Photo credit: Jeffrey Zeldman: http://www.flickr.com/photos/zeldman/8614173005/

http://www.uie.com/articles/user_exposure_hours/

PERSONAS

BASED ON RESEARCH

CREATE A PICTURE OF WHO WE’RE DESIGNING FOR

USED THROUGHOUT DESIGN

ENCOURAGE EMPATHY!

SEMIOTIC ANALYSIS THE STUDY OF SIGNS AND SYMBOLS AND SOCIETY’S INTERPRETATION OF THEM

WE LOOKED AT MEANING CODED INTO DLC’S EXISTING DESIGNS

SEMIOTICS ON DLCRED IS GOOD

BE FORMAL, BUT NOT BUREAUCRATIC

AUTHORITY RATHER THAN AUTHORITARIAN

DON’T BE IMPERSONAL

FOLLOW A LOGICAL NARRATIVE

BROWN ENVELOPES ARE BETTER THAN WHITE

ANALYTICSON DLC, GOOGLE ANALYTICS WAS LARGELY UNHELPFUL AND CREATED A FALSE PICTURE OF OUR USERS

INSTEAD WE USED BUSINESS DATA TO HELP INFORM OUR PERSONA RESEARCH

CROSS CHANNEL RESPONSIVE DESIGN

DEFINE A NARRATIVE

USER STORIES TO DEFINE A NATURAL FLOW TO THE UX.

KEEPING POSSIBLE DECISIONS PER STEP TO A MINIMUM.

HICK’S LAW

TIME TAKEN TO RESPOND

NUMBER OF OPTIONS

MOBILE FIRST

WE STARTED ALL PROTOTYPES LOOKING AT THE SMALL SCREEN FIRST.

IT’S EASIER TO SCALE UP A DESIGN THAN TO SQUEEZE A DESKTOP SITE ON MOBILE.

ACTIVELY AVOIDING MISINTERPRETATION

FORK HANDLES OR FOUR CANDLES?

Image credit: BBC. (The Two Ronnies, 1976)

TONE OF VOICE

90% OF INTERFACE DESIGN IS TONE OF VOICE.

GETTING THIS RIGHT ON MYDLCWAS CRITICAL TO THE SUCCESS OF THE DESIGN.

TONE OF VOICE

It was actually really nicely put. I’ve obviously had letters like this before. I’ve never seen anywhere, you know ‘please call us and we will take your circumstances into account’. I really liked that on that letter. You are more willing to actually deal with it, than shoving it in the bin and saying you never received the letter.

TEST, TEST, AND TEST SOME MOREImage credit: The Ladd Company, Shaw Brothers and Warner Bros. (Blade Runner, 1982)

▲

72.5%

TRANSACTIONS

INCREASE IN ONLINE TRANSACTIONS IN FIRST

7 MONTHS SINCE LAUNCH

▲

66%

REVENUE

INCREASE IN REVENUE IN FIRST 7 MONTHS

SINCE LAUNCH

40 HOURS SAVED

AGENT TIME

SAVED A HUGE AMOUNT OF AGENT TIME PER

MONTH

Businesses cannot treat their customers as passive “consumers” any longer; every company is in the user experience business.

KAREN MCGRANE

Source: http://alistapart.com/column/explaining-water-to-fish

Photo credit: Eirik Helland Urke: http://www.flickr.com/photos/webdagene/6149954950/

THANK YOU@duckymatt @cyberduck_uk