by Jamie Skella at UX Australia 2013.
This is the story of Tatts Group's digital revolution, peering into the last five years of the company. It covers the struggles and successes encountered on the way to turning the group's fractured online presence into one of Australia's most visited websites.
Melbourne Cup & 100m draw, 2012
/ Tuesday, November 6, 2012
online at once
/ The Years Prior
online at once
/ About Me
Director of UX at Tatts Group
/ Foundations for Great Product Design
1. Understanding a business and its customers
2. Identifying technoloigical opportunity
3. Pursuing simplicity
/ The Result of Rapid Growth
/ Product Paralysis
/ The State of 2009
/ A New and Unique Market Position
/ Our Australian Alexa Rank
/ Political and Technological Complexities
transactions per second
/ Treading Technology and Regulatory Water
/ The Regulation of Correct Spelling
Retail (Current) App (Current) App (Proposed)
/ Our API Future
/ Revealing Our Real Customers
/ Team Values
/ Improving Experiences Through Better Tools
/ UX Objectives
1. Make the customer feel “a part of it”
2. Embrace typography
3. Create meaning through visual hierarchies
4. Pursue simplicity
5. Stop making the customer think
6. Be human
/ The Profit of Personalisation
Source: “The Realities of Online Personalisation” by Econsultancy, April 2013
In the context of
or key website
resulted in a
/ The Power of Typography
Source: Weighted Agreement graph from “Hear, All Ye People; Hearken, O Earth” by Errol Morris, August 2012
Helvetica Georgia Computer
/ Understanding Through Visual Hierarchies
Source: “Communicating With Visual Hierarchy” by Luke Wroblewski, March 2008
• Visual Hierarchy is a deliberate prioritization of
• Visual Weight enabled by the manipulation of
• Visual Relationships to create
• Meaning for users.
/ Aesthetic and Information Clarity
"Clutter and confusion are failures of design,
not attributes of information." — Edward Tu
/ Reducing Cognitive Load
Be intuitive. Be quickly learnable.
Design for recall. Design for recognition.
Ask questions. Make smart decisions.
/ The Importance of Language and Tone
/ The Foundation for Great Product Design
User Experience isn’t merely research, technology, or design.
User Experience is a culture.
@jamieskella / [email protected]