Making a brand better than the sum of its parts

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.

Transcript

1. Melbourne Cup & 100m draw, 2012
   / Tuesday, November 6, 2012
   2.7m
   unique visitors
   45k
   accounts created
   55k
   online at once
   

   View Slide

2. / The Years Prior
   ?
   unique visitors
   ?
   accounts created
   ?
   online at once
   

   View Slide

3. / About Me
   Jamie Skella
   Director of UX at Tatts Group
   @jamieskella
   jamie.skella@tatts.com
   

   View Slide

4. / Foundations for Great Product Design
   1. Understanding a business and its customers
   2. Identifying technoloigical opportunity
   3. Pursuing simplicity
   

   View Slide

5. / The Result of Rapid Growth
   

   View Slide

6. / Product Paralysis
   

   View Slide

7. / The State of 2009
   

   View Slide

8. / A New and Unique Market Position
   

   View Slide

9. / Our Australian Alexa Rank
   105. Tatts.com
   65.
   72.
   99.
   121.
   141.
   155.
   Telstra
   Qantas Airways
   Yellow Pages
   Centrelink
   Taste.com.au
   Wotif.com
   

   View Slide

10. / Political and Technological Complexities
    actual required
    transactions per second
    

    View Slide

11. / Treading Technology and Regulatory Water
    

    View Slide

12. / The Regulation of Correct Spelling
    Retail (Current) App (Current) App (Proposed)
    APP
    API
    HOST
    TERMINAL
    HOST
    APP
    REGULATION
    API
    HOST
    REGULATION REGULATION
    

    View Slide

13. / Our API Future
    

    View Slide

14. / Revealing Our Real Customers
    

    View Slide

15. / Team Values
    Processes
    Around People
    Keep
    Learning
    Thin the
    Gaps
    

    View Slide

16. / Improving Experiences Through Better Tools
    

    View Slide

17. / 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
    

    View Slide

18. / The Profit of Personalisation
    Source: “The Realities of Online Personalisation” by Econsultancy, April 2013
    20%
    Measurable upli
    In the context of
    online sales
    or key website
    performance metrics,
    personalisation
    resulted in a
    

    View Slide

19. / The Power of Typography
    Aesthetic appeal.
    Comprehension.
    Legitimisation?
    Source: Weighted Agreement graph from “Hear, All Ye People; Hearken, O Earth” by Errol Morris, August 2012
    Comic
    Sans
    Helvetica Georgia Computer
    Modern
    Baskerville
    16359
    16227
    16124
    16059
    15974
    15627
    Trebuchet
    

    View Slide

20. / 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.
    

    View Slide

21. / Aesthetic and Information Clarity
    "Clutter and confusion are failures of design,
    not attributes of information." — Edward Tu
    

    View Slide

22. / Reducing Cognitive Load
    Be intuitive. Be quickly learnable.
    Design for recall. Design for recognition.
    Ask questions. Make smart decisions.
    

    View Slide

23. / The Importance of Language and Tone
    

    View Slide

24. / The Foundation for Great Product Design
    User Experience isn’t merely research, technology, or design.
    User Experience is a culture.
    @jamieskella / jamie.skella@tatts.com
    

    View Slide