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Encouraging conversion throughbetter user experience
Paul Boag
What is user experience?
It is not user interface design
The intersection of disciplines
User interface design
Customer experience Product design
Developer
Copywriter
Marketer
User researcher
Meeting the needs of connected consumers
It is about self service
Designing for the gaps
Gaps between channels
Gaps between devices
Gaps between business silos
Why user experience matters
It is expected
It generates repeat sales
It differentiates
The consequences of not providing it.
It shapes your products
Barriers to success
Break down business silos
Work collaboratively with people across your organisation to improve the user experience. End the silos.
Reject project thinking
Your digital strategy is like a garden. It improves over time. Keep tending it regularly.
Don’t continue with business as usual
The world is changing. Consumers are changing. What worked in the past no longer does. You need to adapt or die.
Don’t look inwards
Stop pushing your agenda on users. Instead seek to answer their questions and meet their needs.
Educate management
Engage developers
Developers are a key component in creating a great user experience. Do not exclude them from the process.
Map the customers journey
Understand the users story
Get a user researcher
Plug the gaps between platforms
Address user concerns
Don't waste the users time
Time is one of todays most valued commodities. If you can save a user time you will be a hero. If you waste their time you will be dead to them.
Help the user make a choice
Key take aways
Don’t reduce user to cash cows. Do put their experience first.
Do start working collaboratively with anybody who touches the
user experience.
Do start educating management about the need for radical change.
Do take the time to map the user journey and build user stories.
Don’t let users fall between the gaps.
boagworld.com
Thanks@boagworld
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