How to create online experiences that people love

How to Create Online Experiences That People LOVETrent MankelowOptimal Usability

Photo from http://www.flickr.com/photos/jamesclay/2264414513/

2

5

What makes world-class customer experience?

World-class companies focus on three things

Case Study 1

"In March of 2003, we made a decision to be about customer service. We view any expense that enhances the customer experience as a marketing cost because it generates more repeat customers through word of mouth"

- Tony Hsieh, Zappos CEO

Quote from http://www.fastcompany.com/fast50_09/profile/list/zapposPhoto from http://bondcreative.files.wordpress.com/2009/03/zappos-tony-ceo-shoes.jpg

“That was the best customer service I have

ever had”

From http://trainingtime.wordpress.com/2009/02/27/why-zappos-sent-my-mom-a-get-well-card/

Photo from http://scott-allison.net/2009/12/08/culture-at-zappos-and-how-everyone-benefits/

New employees are offered $2,000 to quit

97% turn

it down

“It's best to know early on if an employee doesn't buy into the vision or the culture, it just makes economic sense”

- Tony Hsieh, Zappos CEO

18

77% of

Zappos’ revenue is

from repeat sales

X 1,000,000,000

Zappos is a service company that happens to sell shoes

Photo from http://www.flickr.com/photos/lachlanhardy/83702051/

World-class companies focus on Service

World-class companies explicitly design the entire service experience:

across interactions and across channels

Your TV is ready to pick up!

Photo from http://www.dnzproperty.com/images/objectImages/highres_images/PMC-Noel-Leeming.jpg

A new TV!!

Customer-facing staff

Websites

Communications

Physical environments

Payment systems

Packaging

Pop quiz

What percentage of people cross at least two channels when making a purchase?

a) 15%b) 30%c) 50%d) 70%

Source: Profiling The Multichannel ConsumerHow Retailers Can Enable Multichannel Consumer BehaviorForrester Report July 29, 2009, By Patti Freeman Evans

70%

"Each customer-facing channel is an

instrument in a symphony" - Subject to

Change

So, who is the conductor?

CXOWorld-class companies have

a

CEO

Retail Online Etc

CXO

Case Study 2

“As a discussion about design grows longer, the

probability of using Apple as an exemplar approaches

one”

(With apologies to Adaptive Path and Mike Godwin)

Apple have a fanatical focus on elegant, emotional design

They throw away 90% of the work they do

41

Design is infused throughout the

customer journey

The results

World-class companies focus on Design

“Design-embracing” companies outperformed their competitors on the FTSE index by an average of 10 percent

Design ≠ Aesthetics

“Design’s power runs far deeper than aesthetics.... If you are

mapping out a sales strategy, or streamlining a manufacturing

operation, or crafting a new system for innovating you are engaged in

the practice of design”

- Bill Breen, Masters of Design, 2004

, simplify, simplify

World-class companies simplify

48

vs.

50

51

52

“In the everyday world, we want to get on with the important things in life, not

spend our time in deep thought attempting to open a can of food or dial

a telephone number.” - Don Norman

“My buddy Russ and I were talking one day. ‘What the fuck should I

make for dinner?’ I queried. That's the genesis for this website.”

56

57

58

59

World-class companies have personality

61

64

Case Study 3

65

"Quicken is not quick, there's got to be a better way to

do this.” – Aaron Patzer, CEO and founder

67

68

Mint even warns you when your bank charges fees!

Mint focuses on helping individual users make sense of their own

data

“The reason you work so hard in life is to enjoy the financial benefits of doing that work...achieving those goals is where Mint wants to help people. The way we do this is by highlighting and focusing on the insights on current behaviour, and then promoting actions that people can take to make change a reality." - Aaron Forth, Mint.com Product Manager

The next level of insight is in comparing ourselves with others

like us

2,000,000 users

2 years

$2,000,000 marketing

World-class companies focus on Data

Food

Sex

Information??

Dopamine makes us

seek

“I keep saying that the sexy job in the next 10 years will be statisticians. I’m not kidding.” - Hal Varian, chief economist at Google

World-class companies provide tools to help customers understand their own data

World-class companies focus on three things

A final point - Devices

MobileLocation-awareTouch-enabledContext-aware

Mobile

Location-aware

Touch-enabled

Context-aware

In conclusion

What?

So what?

Now what?

91

Read

Play

Show

ThanksTrent Mankelowtrent@optimalusability.com

Sign up to our newsletter at optimalusability.com!