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How to create, deliver & market

Digital

a great experience

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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

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context, mobility, social, channels…

the ‘norms’ are changing

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are changingbanking ‘norms’

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influencing behaviour

digital tools are

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IT, Telco, consumer electronics & entertainment

digital convergence -

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for differentiation

Designing for experiences

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businessobjectives

tech& interaction

brand& marketing

userneeds

experience

building the Digital

Experience is a balance

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businessobjectives

tech& interaction

brand& marketing

userneeds

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

our dilemma...

so...

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“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

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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

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businessobjectives

tech& interaction

brand& marketing

userneeds

know your user know what you

know yourfish where

the fish are

want to do

limits

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’….

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

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appropriate

digital

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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

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Unknown

Self Selected

From OLM / ATL / DM

From Login

Click-stream Analysis

Device Detection

Call

recognise our customers

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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

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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

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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

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Intrigue Engage Inform

Brand

Product

Service

Community

to deliver a contextual

marketing experience

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governance & consistency

Component based templates

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We should think in

terms of content

types:

• Functions – Search,

Login, trade, download

• Listings - Results

• Details

• Forms

• Promotions & Ads

templates

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Templates…and templates

as a set of

component parts

templates

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Templates…which can be

built from a

library

templates

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Templates…and policed

from an asset

library

Assets

templates

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tools of the

trade

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Understand the

business need

Offer definition, goals & KPIs

Scope matrix – prioritised.

Business requirements, use cases

BRD

BRD

BRD

Usecases

Usecases

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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

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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

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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

R1R2+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

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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

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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

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Wireframes are sketches of the interface,

mapping out the information and task

flow in the most efficient way for users.

Wireframes & UI Specificationwireframes & UI specs

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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

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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

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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

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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

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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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