This is a slightly different CX case study by Louis Xavier. who decided to do a teardown of Expensify's $5M Super Bowl ad customer acquisition flow.
“High quality of design, and I mean that in the sense not just of how a product looks or even just how a product works but the entire emotional valance of using product from beginning to end, is now a condition of entry into the market. It's the competitive difference and the competitive advantage that functionally similar products will have.”
Originally posted on YouTube at the following link:
#productdesign #customerexperience #servicedesign
“There is simply no comparison between scrolling through six lovely images and seeing the product from every angle, and clicking staccato-like through a series of tiny thumbnails in a left hand side carousel.
The new Nike product page is all about showing off that trainer. Adidas is no disgrace, this thumbnail carousel is pretty much the default for all ecommerce product pages. Nike used to use it, too (check it out here).
Where the new imagery layout really comes into its own is where autoplaying video is part of the image tiling. Here’s an example (I’ve only captured a very short loop of the video, it is actually much longer).” (Ref: Why Nike’s refreshed product pages improve CX (& beat Adidas) | By Ben Davis • March 4th 2018)
And this is how “video is not anymore a single explainer video on top of your home page. This is how video became a continuum embedded in the customer journey. Go to any other website, app, or social feed from one of the digital unicorns and the use of video transcends the typical boundaries. You see motion graphics interacting with content; delightful micro-narratives explaining key features; animation merging with UI elements; even self-generated videos incorporating real-time data.” (Ref: Move over, UX. A new movement is here | Yann Lhomme • Jul 26, 2018)
Read more on: https://econsultancy.com/why-nike-s-refreshed-product-pages-improve-cx-beat-adidas/ & https://www.invisionapp.com/inside-design/video-experience-vx
"Because Human-Centered Design (HCD) principles apply even when you don't follow the process of HCD."
Focus on the people, everything you do should be intentional.
Solve the right problem, not the symptoms.
Think about everything as a system.
Reading "The myth of human-centered design," I thought that I couldn't disagree more with the author on what Don Norman's "human-centered design" means.
According to Norman, "human-centred design" is about "making technology work well with people". Hence, it's not about who comes first, people or technology, but instead, it's about "how we can build a bridge between human capabilities and technology".
However, I also couldn't agree more with the fact that people indeed crave experiences that are driven by technology:
"All of the critical ways we define ourselves are being changed by our relationship to technology. To suggest that technology must be designed strictly around what people want is missing the central theme of our time: We crave experiences that are driven by technology. And from this, technology has become inseparable from who we are, and from any notion of what we want."
Read more on: fastcompany.com/90208681/the-myth-of-human-centered-design
An article by Mark Rolston
"It’s important to consider to consider the conceptual model surrounding a business strategy. What is the business strategy? What is the strategic role of the brand in supporting that strategy? How critical is it? Is price competition the alternative to creating and leveraging brand equity? What impact will that have on profit streams going forward? Management guru Tom Peters said it well:
“In an increasingly crowded marketplace, fools will compete on price. Winners will find a way to create lasting value in the customer’s mind.“
"Today’s online customers have a desire for instant gratification and immediacy when it comes to interacting with e-commerce retailers" - NNGroup
I'm so excited to see that our team at Home Run works towards what the large majority of consumers want and that 1-hour delivery is here to stay.
“In the past, ordering online often meant waiting for days or even weeks for the product to be delivered. Not anymore. Amazon has offered quick 2-day shipping for several years, and more recently it started offering same-day delivery, that, in many locations, can be customized by shoppers down to the hour. This is a step outside of the stereotypical “box” of delivery options dependent on third-party shipping providers (like UPS, FedEx, and government postal services).
As a result, today’s online customers have a desire for instant gratification and immediacy when it comes to interacting with e-commerce retailers.
Speedy shipping is a major benefit for web shoppers who are overwhelmed with options these days, and fast-delivery options differentiate retailers from their competitors. Users’ need for speed is not only about fast shipping — one-click ordering and streamlined purchase workflows are explored by retailers to get users through their shopping activities fast and with little effort.”
Article's Key Takeaways:
Participants in our studies appreciated e-commerce sites that prevented them from wasting time on pointless trips to the store.
Today’s online customers have a desire for instant gratification and immediacy when it comes to interacting with e-commerce retailers
Shoppers in our studies wanted to feel safe and needed to know that sites had the proper security measures and protections in place.
Today’s shoppers expect precision in geolocation information, inventory data, order-status messages, pickup time frames, pricing, arrival dates, and user reviews.
Users are also less forgiving about inaccurate information.
Many sites these days take the idea of flexibility to the extreme by offering policies that were unheard of years earlier. This level of flexibility allows customers to interact on their terms and design a shopping experience that suits their needs.
From chat to click-to-call and social media, study participants wanted multiple ways to get help.
As users’ comfort level with e-commerce grows, they expect added elements of surprise and delight.
• My Linkedin post:
Read more on NNGroup.com: https://www.nngroup.com/articles/ecommerce-expectations/
And, folks, we are crowdfunding on Seedrs! See our campaign at the following link: seedrs.com/homerun
"We’re gradually moving away from designing GUIs, which require the user’s full attention, and moving towards designing calmer, less obtrusive interaction, bringing human-computer interaction without graphics to the core of the User Experience: Welcome to the world of no UIs."
"The Take Away
An effective no-UI approach is heavily based on the concept of context awareness, which includes the user’s goals and preferences, knowledge of the surrounding environment, social rules and device abilities for knowing how and when to deliver information in an non-visual way to users. The level of context awareness required for a complete no-UI service is difficult to obtain, but the examples above show where no-UI approaches are likely to work best: Allow the user to monitor the progress of ongoing tasks or get updates on important information as it emerges.
The key advantage of no-UI design here is that it eliminates the need for constant visual interaction with the device. You take the device from your pocket, causing it to exit stand-by mode, unlocking itself, and bringing the desired application to the foreground or expanding notifications for you so you can assess all the information displayed and make a decision.
In a world where we are surrounded by information and digital events, Mark Weiser foresaw the necessity for calm technology. As a designer, your task remains to harness and influence the developments in technology, deploying its capabilities with one thing in mind: to allow the user to keep calm and carry on (with the tasks at hand)!"
#noui #userexperience #ixd
So, what are user flows and why you need to use them?
"User flows are another method to segment and define your digital product, customer experience, website, or app.
So it’s just another method, except, the beautiful thing about user flows is their ability to define sections of something gnarly, abstract and technical like “cross-platform mobile experiences” from the perspective of the user."
User flows show their purpose 🏆
User Flows go in one direction ➡️
User flows represent a complete task ✅
This is my 3rd post on #DarkPatterns, let's keep it short.
Well, nothing, not a single product category, is free from dark design patterns - not even this salt mill.
Video source: https://lnkd.in/ekZXpta
P.S. I’ve decided to dedicate this week’s posts to “Dark Patterns”. Dark Patterns are carefully crafted features/tactics that trick users into doing things that they might not want to do, and which benefit the business in question.
• My Linkedin post:
To showcase that Dark Patterns go beyond graphical user interfaces and online experiences, I've decided to continue my posts with the recent "fake ring tones" case:
T-Mobile USA has recently agreed to pay a $40 million fine for using fake ring tones and lying to millions of users. The company used fake ring tone noises that created the appearance that the calls were going through –while, in fact, they were not– and no one was picking up.
Here’s how it worked:
"Whenever a phone couldn’t establish a connection with another phone, instead of remaining silent, the calling tone would start ringing in the caller’s ear. Logically, the person placing the call believes that the phone on the other side is actually ringing but nobody is picking up. Of course, the fact is that their call is not going through at all, and T-Mobile is using a fake ringtone to make it seem like it is." 
So, yes, "if there’s a pantheon for #darkpatterns, T-Mobile has earned a spot on it for that dreadful example of deceptive user experience" as Jesus Diaz points out in his recent article  on Co.Design - Fast Company Showcase Page.
• My Linkedin post:
I’ve decided to dedicate this week’s posts to “Dark Patterns”.
The term “Dark Patterns” is coined by Harry Brignull and refers to carefully crafted features/tactics that trick users into doing things that they might not want to do, and which benefit the business in question.
Dark Patterns can, of course, have serious implications for people and society. In fact, Flavio Lamenza argues in his article “Stop calling these Dark Design Patterns or Dark UX — these are simply a**hole designs” that “this all -the Dark Patterns that we encounter every day- is not bad user experience design, not psychology, not "dark patterns". This is being dishonest, deceitful, corrupt, and unethical tactics.”
Over the next few days, I will share examples of what NOT TO DO if you are a responsible organization which has its customers’ best interests at heart.
I would be truly thrilled to see more professionals posting one or more examples using #darkpatterns in an effort to raise awareness about this important issue.
Let's start the week with a video from https://darkpatterns.org, which includes various examples.
#darkpatterns #ux #userexperience #cx #customerexperience
• My Linkedin post:
Silent suffering: Customers endure our poorly designed products and services without questioning, until their willpower is completely shattered.
• My Linkedin post:
Video source: https://vimeo.com/11126782
Video © Rune Madsen, Scott Wayne Indiana, Nien Lam, Nikolas Psaroudakis