Designing an Optimal Mobile App Experience

Two-hander presentation with Alex Baxevanis of Webcredible, given at Figaro Digital Conference - London 28 Nov 2013

http://www.figarodigital.co.uk/Video.aspx?v=75116bbb-70fd-4c82-aabe-f5021d9e505c

Transcript

1. webcredible > customer experience design DESIGNING AN OPTIMAL MOBILE APP EXPERIENCE Figaro Digital Conference 28 November 2013
2. webcredible > customer experience design Who we are 2 Stewart Longhurst Global Head of Digital Projects AkzoNobel Decorative Paints @SELonghurst Alex Baxevanis Senior UX Consultant Webcredible @futureshape
3. webcredible > customer experience design THE DULUX APP STORY 3
4. webcredible > customer experience design Great insight from the start… 4 AkzoNobel Senior Exec – who will remain nameless! “Why haven’t we got a ****ing iPhone app?”
5. webcredible > customer experience design Who, why, what? 5 We wanted to inspire consumers and help them choose the right colours and products
6. webcredible > customer experience design Other factors 6 40+ markets 25 brands 18+ languages
7. webcredible > customer experience design Everyone had an idea for the app… 7 …Prioritisation of features is vital to maintain usability
8. webcredible > customer experience design PRIORITISING FEATURES 8
9. webcredible > customer experience design 9 If I’d asked people what they wanted, they would have asked for a better horse - No evidence Henry Ford ever said this
10. webcredible > customer experience design Reframing the question 10 “If I told you that Dulux has an app, what would you expect it to do?” “How would this help you with decorating your house?” What challenges are you facing when decorating?
11. webcredible > customer experience design Researching in a realistic context 11 Photos of rooms that participants wanted to redecorate
12. webcredible > customer experience design Testing with prototypes 12
13. webcredible > customer experience design THE NEED FOR DESIGN THINKING 13
14. webcredible > customer experience design Don’t leave UI design to the techies! 14
15. webcredible > customer experience design and if you don’t believe me… 15
16. webcredible > customer experience design Design visually appealing user experiences… 16
17. webcredible > customer experience design …to work across multiple devices… 17
18. webcredible > customer experience design … with appropriate interactions 18 © Julian Burford
19. webcredible > customer experience design A COLLABORATIVE DESIGN PROCESS 19
20. webcredible > customer experience design What does collaboration look like? 20 Working on-site Rapid iterations Prototypes, not pretty pictures
21. webcredible > customer experience design Working on site 21
22. webcredible > customer experience design Rapid iteration 22 Failure is simply the opportunity to begin again, this time more intelligently. There is no disgrace in honest failure; there is disgrace in fearing to fail. - Actually said by Henry Ford
23. webcredible > customer experience design Prototypes, not pretty pictures 23
24. webcredible > customer experience design WHAT WE’VE LEARNT 24
25. webcredible > customer experience design Designing in the open: hard but worthwhile 25 Photo: Mike Monteiro via Flickr/CC
26. webcredible > customer experience design Combining talent pays off 26 TECH UX BRAND
27. webcredible > customer experience design @SELonghurst Stewart Longhurst Alex Baxevanis @futureshape Thank you!
28. creating people-centred, efficient & delightful digital experiences since 2003 28