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Making a brand better than the sum of its parts

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.


August 29, 2013

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  1. Melbourne Cup & 100m draw, 2012 / Tuesday, November 6,

    2012 2.7m unique visitors 45k accounts created 55k online at once
  2. / Foundations for Great Product Design 1. Understanding a business

    and its customers 2. Identifying technoloigical opportunity 3. Pursuing simplicity
  3. / Our Australian Alexa Rank 105. Tatts.com 65. 72. 99.

    121. 141. 155. Telstra Qantas Airways Yellow Pages Centrelink Taste.com.au Wotif.com
  4. / The Regulation of Correct Spelling Retail (Current) App (Current)

  5. / 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
  6. / 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
  7. / 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
  8. / 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.
  9. / Aesthetic and Information Clarity "Clutter and confusion are failures

    of design, not attributes of information." — Edward Tu
  10. / Reducing Cognitive Load Be intuitive. Be quickly learnable. Design

    for recall. Design for recognition. Ask questions. Make smart decisions.
  11. / The Foundation for Great Product Design User Experience isn’t

    merely research, technology, or design. User Experience is a culture. @jamieskella / [email protected]