Digital delivery
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The document provides an overview of how to create, deliver, and market a great digital experience. It discusses understanding user needs through personas and journeys, designing for experiences that balance business objectives and user needs, and using templates, components, and style guides to provide consistency across channels while allowing for flexibility. Key elements that are recommended include wireframes, prototypes, visual designs, style guides, research, and usability testing to refine the digital experience.
Digital delivery
- 1. 0 How to create, deliver & market Digital a great experience
- 2. 1
- 3. 2 23,630,169 21,032,000 Australia internet users Australia population Mobile handset subscriptions Internet live stats 21,176,595 89.6% population have internet
- 4. 3 context, mobility, social, channels… the ‘norms’ are changing
- 7. 6 IT, Telco, consumer electronics & entertainment digital convergence -
- 8. 7 for differentiation Designing for experiences
- 9. 8 business objectives tech & interaction brand & marketing user needs experience building the Digital Experience is a balance
- 10. 9 business objectives tech & interaction brand & marketing user needs Support the brand values Consistency of communication Multi channel distribution Analytics Scalable platform, global reuse MVP SEO Business case New products Enhanced products Scalable templates & components Platform migration Mobile, tablet NUI, responsive, gesture & touch Data Performance Improve task flow efficiencies Meaningful data - relevance Straight through processing Display of data appropriate from expert to naive Accessibility driven by real agendas
- 12. 11 “it might seem counter-intuitive, but designing for a single user is the most effective way to satisfy a broad population” Alan Cooper: The Inmates are Running the Asylum we design with the user in mind
- 13. 12 Who are the users? What are the differences? What social touchpoints exists between users? What is the situation, need and behaviour of the individual user? Where are the users? what devices do they use? How do they use we Panorama? Physical Context Cultural Context Social Context Individual Context
- 14. 13 business objectives tech & interaction brand & marketing user needs know your user know what you know yourfish where the fish are want to do limits
- 15. AccumulateApply AdvocacyManage Interest me! Life stage event Word of mouth Email / newsletter Advertising/ Media Engage me! Help me - Search, browse, evaluate, compare tools Let me come back (save information) Share knowledge Understand benefits Give me a reason to be with you Easy switching Easy form completion Reassurance – stability, ability, support Ease the parts that make life difficult Make set up easy Recognise me, know my details Support me Anticipate what I may need Transparency of information Be informed! Solutions from peers Rate my adviser Feedback Connect with others Help me manage easily. Tax, reporting, comparisons, tracking Things I didn’t know Make my life easier How to… Give me control Automate Alert me when I need to do something 24/7, anywhere, any device, access Let me choose products and change the mix ConsiderAware Users needs and motivations define the ‘why’ that provides the ‘what’ and ‘when’….
- 16. Fish where the fish are SEO / SEM / SEA Marketing campaigns Direct e-mails Personalisation Feedback Targeting & Stickiness Advanced tools = returning users Personalised Offers/promos Context sensitive info / promos Value & benefits Faster through the funnel Easier to move away from the competition Conversion – faster down the funnel Pre-population of core data for faster form completion Self service, reduce call centre interactions Faster, timely reporting Upgrade/downgrade – add products, remove, freeze Multi-view reporting Bulk actions Multi device capability Loyalty – reduce switching Influence buying decisions Solutions from others – community support Upsell / cross-sell Lock in the customer = more products, more set up – the less likely to switch Gather more profile & preferences data - helps targeted marketing & support Preferences –Surveys = trends, consumer needs, reactive product set ability to meet expectations faster AccumulateApply AdvocacyManageConsiderAware …and provide business benefits
- 18. 17 OLM Micro-site Web-site Mobile Alert What does the end to end Journey ‘look like’. How consistent is it? Does the web site experience reflect the Advertising experience? Bringing consistency to the journey can help direct the path of personas targeted by advertising through the web site. mulitple touchpoints
- 19. 18 Unknown Self Selected From OLM / ATL / DM From Login Click-stream Analysis Device Detection Call recognise our customers
- 20. 19 OLM Bookmark Blog Viral 3rd Parties Widgets Forum Search Customers will enter the site in a variety of ways within the online space, the point is, they won’t always enter where we want them to, for example a ‘landing page’ that speaks to a particular segment, directing them in a particular way… there are no dead ends
- 21. 20 Product Brand Suspect Brand 70%, Product 25%, Service 5% They need to be engaged by the brand, enticed by the ‘image’, immediate reassurance this can provide all their financial needs. Prospect Brand 10%, Product 60%, Service 30% Product knowledge is critical in informing choice and comparison, brand is now less important, product more so. New Customer Brand 5%, Product 45%, Service 45% Information is now critical, they are now active and require support. Tools to help them stay on the site, returns and consider it their one stop shop Mature Customer Brand 33%, Product 33%, Service 33% Mature customers have experience and knowledge of BT, therefore making their interaction will be a highly informed one. They will want to know what we can do for them – how much easier we can make the process. Service understand needs
- 22. 21 Product Brand Service Community In this age of participation if we fail to provide our customers with the tools that demonstrate we are listening, and to engage with them in a two way conversation, then we are failing. be aware of trends
- 23. 22 Intrigue Engage Inform Brand Product Service Community to deliver a contextual marketing experience
- 24. 23 governance & consistency Component based templates
- 25. 24 We should think in terms of content types: • Functions – Search, Login, trade, download • Listings - Results • Details • Forms • Promotions & Ads templates
- 26. 25 Templates …and templates as a set of component parts templates
- 27. 26 Templates …which can be built from a library templates
- 28. 27 Templates …and policed from an asset library Assets templates
- 30. 29 Understand the business need Offer definition, goals & KPIs Scope matrix – prioritised. Business requirements, use cases BRD BRD BRD Usecases Usecases $ Personas & Scenarios identify capabilities, needs and define features and functions a b c function1 feature1 function2 Personas & goals Features & functions Understand the users’ needs Definition/Offer/CCD Content analysis and user journeys define navigational /experience models to achieve efficient task completion 1 2 3 ? Understand behaviour & blueprint the experience High Level Design Creative design exploration to support branding and the look and feel search search search search Concepts to define the possible experience & test with users to validate approach/direction Define visual design direction Identify & visualise screens as early as possible
- 31. 30 Wireframes & specs blueprint & refine the concept ideas & flesh out stories Copy, Visual design , HTML & graphic production to build out the interaction design End-user Evaluation to validate the direction, effectiveness and likeability R1 R2+ Screens R2 Screens R1 Functional groups Iterative testingCreate hi-fidelity pages Define stories – by personas As Terrified Timmy I want to be alerted so that I know if money hasn’t gone through As Smarty Alec I want to check balances so that I can see when to rebalance my portfolio As Arnie advisor I want to see alternative options on my balance so that I can move options ASAP Planning Inception Build/sprints
- 32. 31 Personas represent typical users of the product. The aim is to create “limiting case” interaction design personas. These personas should satisfy the statement: “If the level of clarity, navigability, and interactivity of the site can satisfy these people, it will satisfy most of the users.” personas & user journeys
- 33. 32 Information can range from the content for your search engine to the entire system structure. Categorising, grouping and labelling all of these data join in a relationship that becomes the architecture. site maps
- 34. 33 Wireframes are sketches of the interface, mapping out the information and task flow in the most efficient way for users. Wireframes & UI Specification wireframes & UI specs
- 35. 34 Prototypes can vary from quick sketches (paper) to lo-fidelity to high-fidelity. It may comprise a sequence of wireframes with click through capabilities, to detailed interfaces as a first step to the final code. clickable wireframes
- 36. 35 High fidelity designs of screens/UI designed to be pixel accurate of the final product. An agreed design approach with an understanding of how key elements – buttons, fields, colours, imagery, navigation techniques etc will be carried out. As the development effort goes on this design will continue to evolve as new assets are required. It is the base approach to guide the production design. visual designs
- 37. 36 Style guides and Pattern Libraries provide the guidelines and rules to be followed for the look and feel, imagery, grid styles, tone and voice and interaction patterns for a specific product or set of products. A pattern library is an online version of a style guide and may provide specific examples of code, snippets and references for interactive elements. styleguides & pattern libraries
- 38. 37 Our tone of voice is the way in which we write and speak, what we say and how we say it. How we write and communicate to our customers helps we build credibility and trust, makes us more accessible to our customers and helps us to demonstrate our empathy for them. tone of voice
- 39. 38 User research and testing are used to evaluate specific product features and functions of a product. They uncover the ‘why’ users do things as well as the what. Depending on the maturity of the product, techniques vary from observation, contextual inquiry, formal usability testing, guerrilla testing, surveys etc. research & user testing
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