This is a summary of the presentations given by Sheilah Hogan from Objective Experience and Dan Johnston from Domain at the #AdrenalinSessions event held on 8th March 2017 hosted by Adrenalin. This session was part of a series of events which exists to encourage knowledge-sharing among the digital community in Sydney.
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#AdrenalinSessions - Harnessing the power of UX
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3. Sheilah Hogan is the Managing Director of
customer experience consultancy;
Objective Experience
Dan Johnston is the Head of UX at
Australia’s second largest real-estate
marketing business; Domain
4.
5. In today’s ‘switching’ economy consumers are
less loyal and free to change between brands
with little to no cost to them. UX & UI need to
capture them by making experiences magical
Diminishing brand loyalty means that
customers no longer put up with a bad
experience
Good UX enables the speed to market with a
sound risk mitigation strategy
8. Cognitive load is 18 minutes maximum and listening
is harder than presenting
So, wrap-up and deliver what you need to
communicate in a short amount of time
Focus on:
• What’s working
• What’s not
• How to fix it
9. Keep up with trends
Bring the person back to the center of the story
Bring the customer to them with tangible evidence
in parallel with innovative technology
10. Big data + human factors = whole picture
Data only tells you ‘what’ – ask the question ‘why?’
Bring in the human element to avoid running into
trouble with false truths
12. Harness the power of UX, with 6 or 600 customers
Apply it early and apply it often
3 case studies demonstrating how to incorporate UX
without big delays or big budgets
1. Cancer council; UX expert review
2. DBS Bank; in branch study
3. Google; in home study
18. Constantly test and experiment to create
engaging sites
Key takeaway from Apps – ensure permissions
are enabled so you can communicate with users
Plan carefully – tightly control as many
variables as you can to minimize bias when
testing
Split test first with new users. Minimize the
familiarity bias
Under taking qualitative research in parallel
with quantitative research. Take risks
20. While looking to create more engagement through sticky menus Domain found that test results
were inconsistent:
50% of the time FAB came out on top
50% the fixed menu did
Asking questions at different times got different answers
Accept uncertainty and focus on the metrics that really matter