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
2. / The Years Prior ? unique visitors ? accounts created ? online at once
3. / About Me Jamie Skella Director of UX at Tatts Group @jamieskella jamie.skella@tatts.com
4. / Foundations for Great Product Design 1. Understanding a business and its customers 2. Identifying technoloigical opportunity 3. Pursuing simplicity
5. / The Result of Rapid Growth
6. / Product Paralysis
7. / The State of 2009
8. / A New and Unique Market Position
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
10. / Political and Technological Complexities actual required transactions per second
11. / Treading Technology and Regulatory Water
12. / The Regulation of Correct Spelling Retail (Current) App (Current) App (Proposed) APP API HOST TERMINAL HOST APP REGULATION API HOST REGULATION REGULATION
13. / Our API Future
14. / Revealing Our Real Customers
15. / Team Values Processes Around People Keep Learning Thin the Gaps
16. / Improving Experiences Through Better Tools
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
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
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
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.
21. / Aesthetic and Information Clarity "Clutter and confusion are failures of design, not attributes of information." — Edward Tu
22. / Reducing Cognitive Load Be intuitive. Be quickly learnable. Design for recall. Design for recognition. Ask questions. Make smart decisions.
23. / The Importance of Language and Tone
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