Usability & advertising - a perfect match. But why? And why did it took so long ... ?

2. Advertising
meets
usability

3. source: wikip
edia.org/
source: wikipedia.org/

4. Een gelukkig getrouwd stel
Picture by flickr.com/photos/shandopics/

6. Online is mainstream

7. Minder budget, evenveel impact
meer

8. We worden allemaal kritischer

9. Picture by flickr.com/photos/carreon/

11. Voor wie maken we reclame?

12. Deadlines, pitches, last-minute ...

13. Groot bedrijf, veel lagen

14. 1+1+1

15. Usability
advocaat van de eindgebruiker

17. Design Testing
Check
Intake Scope Prep.
Definition Strategy Concept Execution Learnings

18. Design Testing
Check
Intake Scope Prep.
Definition Strategy Concept Execution Learnings

19. Usability Check - Design
‣ Improvement report
‣ Must, could, should have principe
‣ Learnings
‣ Doelgroep
‣ In overleg met de designer
‣ In overleg met creatief directeur

20. Niet afstraffen
wel iedereen laten evolueren

22. Minder follow-up, meer research

23. Design Testing
Check
Intake Scope Prep.
Definition Strategy Concept Execution Learnings

24. Usability testing
‣ 5 tot 10 mensen
‣ Gemodereerd interview
‣ Afwerken van taken
‣ Betaalbare tools

25. Tools
Guerrilla usability testing

26. Silverback geluid, video via webcam & schermopname 69 $
Intuition HQ Click & heatmap 9 $
Usabilla Click & heatmap, time spent 49 $
Userplus Video, time spent, detailed metrics & information ...
made in belgium!

27. Laeken
University

28. /bacillus/
om/photos
so urce: flickr.c

29. that’s it!
Erlend Debast
twitter.com/erlend
erlend@artueel.be