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    C16 Lecture Slides

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    C16 Lecture Slides

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    ralmutiri0037
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    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    4 views13 pages

    C16 Lecture Slides

    Uploaded by

    ralmutiri0037

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    You are on page 1of 13

    16:Effective

    design,
    ecommerce and
    user experience
    (UX)
    Digital Marketing Strategy 2e by Simon Kingsnorth
    User experience (UX)
    • UX is vital to getting site visitors to take action.
    • UX is how users experience websites, apps and other digital products.
    • It needs to be closely aligned to marketing strategy and brand values.
    • UX designers focus on structure, navigation and interactions.
    • UX often defines the ‘user journey’ – the steps a user ideally takes to become
    aware of products or services, interacts with the business and makes a
    purchase.
    • No two customer journeys are the same, but qualitative and quantitative data
    can create an approximation, which informs UX design.
    • UX should be good regardless of the user’s goal.
    Roles and responsibilities
    • Digital is a team specialism, involving IT and marketing, and different
    areas of expertise within this.
    Context
    • The user’s context has become increasingly important due to the variety of
    devices available and the fact that digital is becoming a primary channel
    across many areas of life.
    • Understanding why, where and when users interact with your business is
    vital to providing them with the best experience.
    • Users are frequently multi-tasking and so UX should make it easy for them to
    interact with your business.
    • For example – mobile or desktop? Keyboard, mouse or touchscreen? Absorb
    content or make a purchase?
    • Businesses need to innovate before their competitors do.
    Tools used for UX research
    • Heatmap software: A tool that shows where users moved and hovered their
    mouse on your site, which gives an indication as to the important elements
    on the page.
    • Usability testing: Research conducted directly with users, letting them test
    UX and discuss challenges and improvements.
    • Eyeball tracking: Often used in UX to track where users are looking on a
    page.
    • Multi-variant or split A/B testing: A testing method to allow multiple versions
    of a page to run simultaneously and test the best performer.
    • Web analytics – to provide analytics on user behavior.
    The two faces of UX
    • Tactical or technical: Good interaction design with aim of conversion
    into sales. Split A/B testing is useful for this.
    • Strategic or human: Insight and brand – uncovering needs and
    ensuring UX matches brand values. This demands a culture shift – to
    think of brand as an experience. A brand must interact with customers
    and think about how it can help them, to be truly successful.
    Design thinking
    • Workshops with Post-It note brainstorming sessions are common forms of
    design thinking.
    • In 2005 The British Design Council developed the Double Diamond approach
    to capture the divergent and convergent thinking required.
    • The phases are:
    1. Discover – understanding users, challenges and therefore design principles.
    2. Define – building out the problems that need to be solved and defining the
    opportunities.
    3. Develop – develop a set of design principles and ideas to solve the problem.
    4. Deliver – implement these solutions to complete the design process.
    Summary
    • Research by Bain & Company in 2005 stated that 80 per cent of
    companies believe they deliver superior services, whilst only 8 per
    cent of customers agreed with them.
    • Design thinking may help narrow this gap.

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