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What is customer experience anyway?

In a nutshell, it’s the overall effect of a brands communications, interactions, touchpoints and exposures on an individual throughout their entire relationship with a business – from awareness through to advocacy. It requires good planning, design and management across a business to bring it together.

Is customer experience really important?

The nature and quality of customer experience drives levels of engagement, sales, loyalty, and advocacy.

It has become more and more apparent over the last few years that there is a significant need for businesses to spend more time getting to grips with customer experience.  Not just customer experience management systems, but also the planning, the vision and the design of customer experiences so that they are inspiring, differentiating and successful.

Where should I start?

To help us all do a better job in creating a customer experience that our clients appreciate Webcredible is launching the Customer Experience Forum.

What could be better than to spend the day with customer experience guru’s as well as great brands such as Orange and Dulux at the beautiful RSA House to get great insight, best practice, and practical help that will get your brand and business on the right path?

June 26th – reserve the date!

The Customer Experience Forum is designed to give you, as Brand Director, Head of Marketing, CMO, Digital Manager insight into how to get on the right path with customer experience; we will give you knowledge and practical tips so you can build customer experience into your businesses and brands.

With great talks and workshops on the customer experience design process, customer research, future trends, experience strategy, content strategy, innovation, getting a great website, mobile design, innovation and more you’ll come away with plenty of new ideas to take back to your teams.

So don’t miss out! Put June 26th in your diary, see more info and register for the forum of the year. Hope to see you there!

 

The GDS (Government Design Service) were greeted with some pretty exciting news yesterday, not only had they won the ‘Designs of the Year 2013′ award for their category, digital, but they also won the overall design award. For the GOV.UK website. Yes, a government website won a design award.

The award, which was chosen from 98 entries, was presented at an awards ceremony in South London on Tuesday. They beat other nominees such as The Shard and the Olympic Cauldron.

What was surprising is that it was not a stunning design (it was good, but I don’t quite agree that it was “the Paul Smith of websites”). In fact if I were to be critical, it’s not very engaging. With the questionable quality of the search function  you often find yourself navigating through numerous lists, click by click, to arrive at your destination. You can go through a number of different pages without even coming across an image.

So, in my opinion it has not done anything particularly revolutionary on the design front, something which pretty much all of our office agrees upon.

How did they win the ‘designs of  the year’ award without having a stunning design?

This is where we get excited. The GDS followed an agile, user centered design process (as they have publicised on their blog). Their website is primarily focused on providing actual users with the best possible experience, to use their tagline “user needs not government needs”.

One of our consultants commented that it’s not what the design looks like but what it has accomplished that is so impressive. A sentiment I agree with.

From our point of view, this is why they won. To carry out a successful user centered design project of this scale, for a public facing website, is revolutionary.

This is great for user experience design. We know UX is a growing market but this has really highlighted what user centered design can achieve. Bravo, GDS.

What would you have voted for as your design of the year? Does the GOV.UK website deserve to have won?

 

Our programme manager, Clara Teoh, recently asked our UX team to contribute their thoughts to help in the preparation of our upcoming UCD training course.

For me, this was an opportunity to dig into my personal repository of academic notes and online resources in an effort to define User-centred Design and User Experience, their guiding principles and pitfalls. It was a reflective ‘back to the basics’!

I have read articles that consider Dieter Rams methodology and Apple’s design approach ‘user-centred’, but designing simple and user-friendly products doesn’t necessarily mean that the approach is user-centred. User-centred is often used as a buzzword and like any buzzword, it’s often misused.

At the same time, I stumbled upon discussion on various UX blogs questioning or defending the capabilities of user-centred design towards achieving innovation. This topic wasn’t new to me the different philosophies in design methodologies has been a hot topic for years, maybe since design was founded as a discipline.

My thoughts on UCD  will be separated into two posts: this one deals with the guiding principles of user-centred design and how you can implement them, while part two (coming soon!) will add to the ongoing discussion on Innovation vs. User-centred design.

What are the basic, guiding principles of ‘user-centred design’?

I find Gould and Lewis’ (1985) paper extremely useful in answering this question. In their article they argue there are three principles of designing for usability: early focus on users and tasks, empirical measurement and iterative design. As design principles they are timeless. Below I have tried to expand on these principles and update them for today’s user centred design processes.

Early focus on users and tasks

Focus must be given on understanding users’ behaviour, tasks and goals, their physical and cognitive characteristics and the context of use. How do you achieve this? The most insightful way is to conduct some qualitative research: observations in situ, interviews and even diary studies. Based on your research findings, create personas. Try to avoid any stereotypes and let the research findings speak. After the primary persona is chosen, design for his/her needs first.

In the worst case scenario when there’s no budget for user research, try to get hold of internal stakeholders that might know your target audience well. It’s likely that there are people in the client’s organisation that often get in touch with the target audience or they might have done some research in the past. Find these stakeholders and interview them.

Empirical measurement


Given the business goals and the user needs, it’s time to set the design objectives. Critical parameters or even your KPIs, which are quantifiable, can also inform design decisions. Sketching, wireframing and prototyping are key to the design process, as they allow measuring the design concepts against the quantified goals.

There are various methods with which the designs can be tested. The most popular is usability testing. Start by testing concepts, wireframes and finally high-fidelity prototypes. From my experience, lo-fi prototypes are good for testing the information architecture, the flows and the navigation. After replacing ‘lorem ipsum’ with real text, choosing a readable but attractive font, and adding all the important visual elements the prototype is ready to be tested for its content and aesthetics. Obviously you won’t get any valid statistical data from usability testing, but it will reveal issues that you did not design for.

Again, in the worst case where the tight budget doesn’t allow for participants’ recruitment, A/B testing (link) is a good alternative but it requires an intelligent setup of the site’s analytics. Another alternative is stakeholder workshops, in which you can share your sketches and take some feedback from people who have close relationship with end-users. However, doing only this might be dangerous because these people will approach the design from their own – often the organisation’s – perspective which might conflict with users’ point of view.

Iterative design

Allow time for trial and error. Who gets the whole design right in the first attempt? Now that the results from the empirical experiments are known, allocate time for review and problems fixing. Rapid iterative prototyping can be really fun and flexible, as it allows tweaking the prototype within half an hour between the usability testing sessions. Therefore, using the rights tools for the proper occasions is also crucial.

Remember that no design is final. Some needs and behaviours change vastly over time. Iterations on the same product might last for years and must be continuous. The ideal would be that you follow all of the aforementioned principles, but this is not the case if you have to face tight budgets and deadlines.

It’s easy to distinguish a user-centred design process which involves users (as discussed above) and the ‘user-centred’ design that focuses the experience around the user in the sense that an organisation might care for their users, they might want to satisfy their needs or promote their product as ‘useful’, ‘purposeful’, ‘usable’ and ‘ergonomic’, but they haven’t done any actual user-centred design.

Now I have explained what I think user-centred design is, next I will be sharing my view on the user-centred design and innovation debate, I know you can’t wait!

References

[1] Gould, J. and Lewis, C. (1985). Designing for Usability: Henry Ledgard Editor Key Principles and What Designers Think. Communications of the ACM, 28 (3), 300-311.

Innovation is the apparent holy grail of business success, but it needn’t be so hard to attain. Take a step back and think about what innovation really means. You might be surprised at how innovative your employees really are.

The key thing to remember here is that innovation isn’t invention. You don’t need your teams to be coming up with brand new concepts, but rather solving the problems you and your customers already have.

Avoiding all ‘thinking out side of the box’ type phraseology - how do you actually foster innovation? Considering the definition above, an important part of innovation is to be able to see new solutions and move away from the standard ways of thinking or doing.

Here are 4 ways you can help your teams to be innovative:

1. Play time & sharing

A good way to encourage free thinking is to give individuals and teams time and space to think and be inspired. Learning new, simple skills and being exposed to new things as a team can help to instil a more creative, open minded culture. We have skill swaps at Webcredible where we share hobbies, interests and sources of inspiration with each other every 2 weeks. These skill swaps can be on anything, for instance making peppermint mice, showcasing work from an old project or talking about your favourite brand or shop and why you love them.

 

On a larger scale, take Google, Facebook and LinkedIn as prime examples – they allocate a portion of their employees time to work on personal projects.  Google claims that many of their products in Google Labs started out as pet projects in the 20 percent time program. Of course not every organistion has the resources for such practices but smaller initiatives like our skill swaps, can really help inspire your teams.

2. Multi-disciplinary teams

Another way to support innovation is to  collect people with different backgrounds, personalities and priorities to work together to solve a particular problem. Your HR manager will have a different perspective of things to your marketing manager or digital designer so bringing a number of disciplines together to openly discuss an area of work brings about a lot more ideas, and more importantly a lot of different ideas.

3. Mistakes are good

Employees under pressure to perform are more likely to play things safe and innovation isn’t about doing the same thing, it’s about doing something new. Creating an environment that allows for mistakes is key. Rewarding employees in terms of new initiatives rather than performance metrics in certain areas can give your teams the confidence to try and fail, rather than not try at all.

4. Understanding

Finally, there is no point innovating for innovations sake. Understanding the problems your customers have and putting effort and time to solve the most important areas will align innovation to success. Even the process of understanding the behaviours and thoughts of your customers can inspire your teams to do things differently so that the needs of the customer are better served. Even without the above 3 points, analysis of customer research in itself can be a great source of innovation.

For more ideas for fostering innovation you can check out some inspiration I gained from Pixar in my previous blog about innovation… I’d be really interested to see what initiatives you have to foster creativity and open-thinking in your organisations, please leave your thoughts below!

To match a growing need to deliver hi-fidelity designs alongside our wireframes and prototypes and run the latest version of the Adobe Creative Suite, the UX Team here at Webcredible have recently become the owners of brand spanking new Dell XPS touch screen desktop sporting Windows 8.

Before getting our hands on this machine there’d been a hell of a lot of press about Windows 8 – has a release of a new Operating System (OS) ever received so much scrutiny? Last October Microsoft’s launch of not only it’s latest upgrade to Windows 7, but also a tablet device ‘Surface’ (which is confusingly shipped its own OS that’s different from Win 8, known as Windows RT) ignited passionate debate, mostly bad, amongst tech commentators. Typically criticism centres on its flawed usability and deficiencies in a business/productivity setting. Such problems even led to speculation that the chief architect behind these releases was fired.

A few months on the dust has settled and like any decent UX professional I took it upon myself to see if all this negative launch hype held any water. I spent a few weeks ‘expert evaluating’ (from a design professionals/business user’s point of view) whether Microsoft’s latest OS opus can really be that bad.

Getting to grips with the ‘Modern UI’

The first thing you notice about the updated Windows 8 interface (known in Microsoft tech speak as the ‘Modern UI’) is how the ‘Start menu’ has been replaced by the now infamous ‘Start screen’ (see screenshot below). Essentially this is the ‘Start menu’ but in a full screen format, and it replaces the ‘Desktop’ as the default view once you’ve logged in. In a similar fashion to the old desktop it’s possible to personalise the layout of the ’tiles’ (the interactive icons which replace ‘shortcuts’) used to access the new smart phone-esque ‘Apps’ (downloadable from the Windows Store). You can also personalise the start menu as you would the old desktop.

Interestingly (read: confusingly) standard non-‘App’ programs still need to be opened through the ‘Desktop’ (which opened through a tile on the Modern UI is treated as ‘App’ itself). Through this ‘Desktop’ you can run non-Windows store apps, e.g. the Adobe suite and access traditional Windows elements such as the folders like My Documents.

So what’s it like to actually use? Well, I’ve had a little experience playing with the Windows phones from which Win 8 takes its inspiration, and I’ve grown up with Windows, so even after all the negative press I’d thought it’d be straightforward… However, I instantly ran into three rather annoying headscratchers:

  1. With ‘All programs’ no longer available from a ‘Start menu’ (not even in Desktop view!) I got immediately confused. Where would I go to find non-App versions of traditional desktop software? Do I need to look out for app versions of my most commonly used software or are they hidden somewhere alongside them? It turns out that typical non-App ‘Programs’, such as Photoshop, are labelled as Apps too – these can be found by right clicking on the Start screen to open a navigation bar at the bottom of the page, and selecting ‘All apps’. Here you’ll find software that will run as it would on a pre-Windows 8 PC, and once selected will open through the familiar desktop view. To eliminate this step you can add non Windows App programs to the start screen, by right clicking on the program in app view and selecting ‘pin to start’.Realising this task had taken me far too long (and I hadn’t even thought about touching the screen yet) it was time to watch some of the Dell tutorial videos.
  2. It was days before I realised returning to the Start screen without explicitly closing an App (an actual Windows store app, not a program like Photoshop) was in fact minimising it to a ‘task bar’ that runs vertically along the left hand side of the screen. Only thing is, it’s hidden – you access this task bar by placing your mouse pointer in the top left hand side of the screen.Confusingly the taskbar in the start menu is only for Windows store apps but the traditional taskbar still exists in Desktop view. This means a combination of Windows store ‘Apps’ and non-Windows 8 apps can all be open at the same time, but can only be accessed form their respective task bars. Makes perfect sense…right?
  3. Without using touch and with only limited options offered by ‘right-clicking’ (especially when on the Start screen) the use of keyboard shortcuts becomes essential. When it comes to these shortcuts themselves, certain key strokes remain the same (Alt-F4 to close programs for example) – however a number of new ones have been added (and this takes a while to learn). See here for a handy list.

To summarise my first impressions, I’d say it seems the basic Windows navigation model is still in place, but the interactions users are required to perform them (opening, closing and minimising) have been updated for multiple screens sizes and touch interfaces. There are a few novel concepts so it takes a while to learn, but even though I’m an expert user I feel like I’ve been jumping through hoops.

If you are looking to upgrade, heed some succinct advice a colleague gave me (and I’m paraphrasing):

“I’ve just tried to forget what I knew before and figure out what I need to do. [Windows 8] It’s not so bad”

A touch revolution?

The key thing I’ve come to realise about using a touch screen Windows 8 desktop is that you are only going to want to use your fingers when accessing Windows store ‘Apps’ or browsing within the Modern UI. Once you’re back in classic ‘desktop view’, aside from quickly returning to Apps loaded on the Start screen, or dragging Windows about to change your view, it’s much quicker to stick to using the mouse and keyboard.

This said, (and admittedly after some practice) when accessing things within the ‘Modern UI’ it does feel natural to use touch to navigate the Start screen and access various menus. Microsoft has stuck to using common gestures such as swiping and pinching – as you’d expect since such interactions have become commonplace thanks to smart phones and tablets. Interacting with the Windows Store downloaded Apps does feel clean, and for want of a better word modern, but over the weeks since I first started playing around with them, the novelty has certainly worn off.
I find it much easier and quicker to use the mouse/keyboard combination.

Admittedly, I haven’t had a go with a ‘Touch Mouse’ or ‘Touchpad’ and I can see how this might change the overall user experience of using touch gestures to navigate Windows 8.

Finally, and just so I don’t come across as a massive killjoy I will bring to your attention a few examples of some futuristic Win 8 touchscreen magic:

Bing ‘Maps’ App

In a similar fashion to how you’d interact with a mapping App on your phone, Bing maps brings this experience to the big screen. Pinching, twisting and swiping to explore the globe is an immersive and awe inspiring experience. The inclusion of the indoor maps which allow you to see inside your favourite exhibition centre or mall adds an extra layer of interest, and some useful functionality.

Handwriting recognition

Tapping a text input field with your fingertip will reveal the ability to enter words and letters by scribing them directly onto the screen with your finger. Whilst the recognition is slightly slow, and if you’re not careful it will misinterpret your strokes, it is generally quite impressive. Though on a desktop the need to use this method of input seems rather redundant, but I’d be interested to see how well it works on a tablet device.

A rocky road ahead

It’s clear Microsoft have been backed into a corner. They went some way to achieving their vision of “a computer in every home” at the turn of the century, but with the mobile revolution they are now certainly on the back foot.

This perhaps explains why they’ve been so bold in the design of Windows 8, it would surely have been a much safer bet to simply release yet another version of Windows 95. I for one am glad they did not – I have tired of having to fork out for new hardware and software to use the same tools I’ve been using since I was 11.

So is Windows 8 the solution to Microsoft’s current woes? Well only time will tell. I’ve no idea whether Microsoft envisions moving toward a Windows RT ‘App’ only future, removing the desktop functionality and requiring every program follow the Modern UI design guidelines (which are numerous and strict). Such a move would be a massive step in a new direction, away from the stale updates to Windows I’ve bemoaned above.

From a user experience perspective Windows 8 does take some getting used to, not massively, but enough to have given me some pause for thought and generate a serious amount of debate in the tech/user experience community. Did Microsoft really test Windows 8 for 1.24 billion hours…?

Pricing is another key factor, and whilst Windows desktops and laptops continue to be much cheaper than Apple’s, Google have just released a reasonably priced notebook which will no doubt send shivers up the spine of Microsoft execs. I think the key lesson learned here is if you’re going to do something radical (especially if you are a behemoth like Microsoft) be prepared to weather initial unpopularity from your user base. If subsequent Windows releases and Win 8 updates truly provide improvement to people’s home and work lives, and its software/hardware solutions elegantly meets customer’s needs (on time and ahead of their rivals), then the Microsoft’s Windows 8 launch debacle mightn’t have such severe long term consequences as the initial poor response would have you believe.

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