Following our hugely popular write-up of the e-commerce expo day 1, here’s what happened on day 2. It’s even better, with fantastic insights on how to be successful in e-commerce in 2015, with advice from Paypal, Maplin and leading successful entrepreneurs!
Mobile payments are growing rapidly. More and more consumers are using their mobile to purchase. It means they’re buying on their terms and on their device.
However, £1.5bn was lost to uk commerce in the last year! Why? Payment friction is one of the leading reasons why customers leave websites. According to a poll by Harris, 47% of customers failed to complete a purchase as the process was too difficult on their mobile phone. What makes this worse is that 63% of consumers are less likely to buy from the same company through a different purchase channel after abandoning a mobile transaction due to poor performance.
Rob described how on average, it takes the user 140 taps to pay through a smartphone (see Smartphone Steve below).
Of course Paypal were at the expo because they believe they have the solution to this. Using Paypal, the number of taps is reduced to just 19 taps. He claimed it was more convenient, secure and Smartphone Steve doesn’t have the hassle of trying to find his wallet (which a lot of people don’t carry with them all the time, whereas they’ll always carry their mobile). Rob said that 47% of UK Paypal mobile users wouldn’t have made the purchase had Paypal not been available.
Paypal are also expanding into the mobile payments market in the offline retail space – will they be successful?
Hands up if you know who Maplin are! That was one of the first things we were asked and a room full of hands shot up in the air. Apparently we were fairly unusual, as the average percentage of people who recall Maplin, is just 9%. However, just earlier this year, this figure was as low as 3%. They launched a TV campaign which was seen by 70% of tv viewers, pushing up Maplin’s recall rate to the current 9%. The TV ads focussed on Maplin Moments. If you don’t remember the ads, here’s a reminder below (I especially love the first bit, “This guy, let’s call him…. Guy”):
Focus on your audience, on people and their behaviour. Maplin’s motto is “the customer first, always”. Maplin used to only focus on keywords, now they focus not just on people, but people with a certain behaviour.
It may (or may not) come as a surprise to hear that Maplin has a fantastic NPS score. They score second, directly beneath Apple. Beneath Maplin, in order, are First Direct, Amazon and ebay.
Maplin have heavily invested in mobile and TV channels. They advise going to where your customers are. For them, this is YouTube (the second biggest search engine in the world, after Google) and they have invested in the creation of how to videos for YouTube viewers. Video is incredibly powerful and lots of companies have seen increased conversion due to them: ‘1 minute of video is worth 1.8 million words’ Forrester.
Steven and Saima, advised that your starting point should be the above 4 key questions: Who is the customer, what content fits the customer, when to reach the customer ad how to reach the customer.
1. Understanding customer behaviour
Your website gives you 10x more user generated data compared to email alone and is the most up to date data, however the challenge is getting value from this (big) data.
Right time + right content + right person = positive perception + revenue + engagement
For example, if a user comes from facebook to your site, use the right content and language: ‘Thanks for coming from facebook…”
And if the user leaves without purchasing you can now send them an email reminding them to purchase. Then when they come back to your website you would remind them about the item in their basket that they were going to buy as well as some additional cross-sell suggestions.
2. Multichannel personalisation
94% of companies agree that personalisation is critical to future success, however, more than half of companies are not using their CRM data to personalise how they communicate with their customers. 72% understand the importance of personalisation but they don’t know how to do it.
What to use to segment and personalise campaigns: gender, purchase behaviour, email behaviour, preference centre, team knowledge (see pic)
Focus on what people are doing RIGHT NOW.
3. Automate! Automate! Automate!
The biggest opportunity available to marketers and those in e-commerce is the 92% of all website visitors that aren’t converting. Of the 8% who convert only 50% buy again. 8% of customers generate 41% of revenue.
An example was given that if people don’t purchase, you could send them an email, offering them a discount along with photos of other products they might be interested in.
Juha really was presenting the future of e-commerce and I loved this presentation. It showed how you can now analyse and treat conversion online and offline together to have one overall ROI. Focussing on an omni-channel approach. Physical stores can be measured the same as online:
There are two levels of analysis: crowds and individuals.
Crowds: useful to analyse crowds when opening a new store in a new location, christmas sales, etc.
The in-store sales funnel. How many go past the store, how many come in, how many are engaged. If you run an offline campaign what’s the roi? Footfall and repeat visit patterns. You can now work this out.
Walkbase enables you to compare and benchmark online and offline together. How does it work? It uses wifi, bluetooth, door counters, video cameras to bring you new segmentation insights and rich customer profiles. Once you have this data, you can then engage more with the customer:
Example: Customer browses products online then when they enter a physical store they get these products retargeted to them as ads or offers in-store.
The game changing opportunities in omnichannel retail:
1. Measurability of physical stores
2. Online-offline integration
3. In-store engagement
Walkbase enables retargeting across all devices and was said to be very easy to install. You need to install wifi detectors unless you already have wifi. Walkbase also uses beacons that you place in different locations in the store.
Surprisingly, throughout the expo there was very little mention of going out and talking to customers, researching them and getting to some real, qualitative insights. I suspect this is because most of the presenters were very data driven people / product providers. Refreshingly, the panel session was purely about the personal experiences of two highly successful entrepreneurs. And do you know what they both said was the key thing to their success? Listening to the customer!
I nearly jumped out of my seat and punched the air at this point. Two whole days it took for someone to say, look what really works is actually talking to the customer. Yes data is brilliant and vital but if you don’t get out and talk to real life physical people you’ll never truly understand what your customer thinks, feels, wants, needs and discover what’s at the heart of their interaction with your brand.
“Put the customer first is the key thing we learnt” said Liam “really understand your audience”.
Osvaldo was particularly passionate about talking to customers:
“It’s important to listen to your customer, not just rely on the data. It’s a big, BIG mistake.”
Osvaldo described, how it was only by going out and talking to customers and asking lots of questions that he was able to get the real human part of how his product was going to help people. Note: This is only something that can be gathered through real one-to-one conversation.
Liam warned that it’s easy for businesses to become too feature led. He advised stepping back, think about what’s going to move your business forwards for your customers. Do you see how everything comes back to what is best for customers? If you’re only ever looking at data and doing small one-way remote testing, you’ll never get a deep understanding of your customer as a person, and you’ll miss crucial insights that could propel your business forwards.
I’ll conclude this post with advice from Osvaldo:
Did you miss our write-up of day 1? Read our overview of day 1 of the e-commerce expo >>>
Watch out for our next blog post: Your 2015 e-commerce crib sheet.
This week we attended the London e-commerce expo to discover the latest statistics, technology and importantly, what’s predicted to be big in 2015. Here’s our write-up of the sessions we attended on day 1 (day 2 to come soon). What’s very clear is that mobile will be massive in 2015! New technology enabling more advanced tracking of customers offline and online will also pave the way for advanced data, customer engagement and retargeting across channels (more of this in our next blog post: day 2).
Mobile was a key theme in Tracy’s presentation. There has been a huge change in devices and multi-device use, for marketers this is a huge challenge!
Only 4% of budgets go into mobile but it’s where 20% of consumers time is. Everything has to work on mobile for facebook now.
80% of Facebook’s users are mobile. 26m daily users on facebook, out of these 23m are mobile .
Mobile is disrupting commerce. Physical shop real estate is shrinking so e-commerce is more important than ever. Yet the screen size is smaller so marketers have to work harder on the small screen real estate.
1. Discovery. People can find your brand. The Facebook newsfeed is one of the best places for consumers to discover products. Most people check their newsfeed a whopping 14 times every day!
2. Personalisation. Personalisation at scale. E.g. Amazon used Facebook to only target people who didn’t own kindles and were frequent flyers (using their CRM to filter out people who had kindles). It’s all about ‘good targeting’.
3. Measurement. ROI no matter which device consumers start or end their journey. Mobile has a huge amount of traffic but a lot of brands discount this. Marketers are obsessed with looking at clicks but they don’t matter, what matters is return on investment. Even if people don’t click, they’ve seen your message and taken in your brand. Facebook now has cross device measurement capability.
The future of ecommerce is personalised discovery across devices and that you can measure every step along the way.
What was very clear in this keynote, was that mobile is a huge, growing market and the key takeaway was that if you’re not focussed on mobile you are already getting left behind. Here are some of the key points:
Mobile growth is larger than tablet. 186% average growth in sales via mobile compared to 131% in tablet e-cmmerce. Average mobile conversion last year was 1.1%, this year 1.4%.
Basket size on mobiles is almost equal to desktop. £76 average basket value for mobile, average for desktop is £80.
8 in 10 smartphone users will use their smartphone at some point during the purchase process.
Mobile is critical to retail in the coming years. You have got to give people a real reason to engage – games and fun stuff. Add sufficient value that people keep coming back.
Don’t fear ‘showrooming’. Although people are using their mobiles inshore, most are actually just checking their email and social networks, not comparing prices.
Provide wifi. Wifi in-store is becoming a requisite – people expect it. Some people will leave a store if it doesn’t have wifi. Good for the guys whilst the girlfriend is shopping – keeps the boyfriend happier, keeps the girlfriend in the store for longer, everyones happy and the girlfriend has spent more.
Personalisation is big. 70% of people will give personal information and preferences to get something valuable in return such as offers.
Use beacons to measure footfall. Can measure uplift of message and conversion from a voucher you sent them. See the full end-to-end conversion, starting online, ending offline.
25% of downloaded apps are NEVER used.
Nearly 66% of consumers making purchases on a tablet or phone, regularly abandon their purchases during the payment process.
David explained his top five tips to get customers using and buying from your mobile app:
1. Be aware which operating system or platform will deliver the best return for your app. Interestingly, although Google Plays market share is way more than Apple’s, Apple’s users actually spend more – almost five times as much! ios users display 6 times the engagement of android users and tablets drive about 20% more spending on avg. Avg spending is 89 eur for tablets, 67 for pcs, 66 for smartphones. Although this isn’t the same in every industry and he specifically excluded travel and gaming as not applicable.
2. Be sensitive to data privacy concerns that may inhibit app usage. Trust is the number barrier to growth of mobile content and commerce. 99% of users will not share their contact information. Less is more. Don’t ask for location, don’t ask how old the user is, don’t ask to access their contacts – greed for data gets in the way of transactions.
3. Reduce payment friction. This is all about your User Experience. David specifically talked about the keystroke level model – timing how long it will take customer to type data into your forms and working to reduce this number. And the gestalt laws of grouping (this is a more general design rule). Quite rightly, he pointed out that lots of apps still show alphanumeric keyboards for numeric data input – this is really frustrating and time consuming for your users. He also spoke of form length as important for reducing friction and gave the example of one change reduced to just 4 fields that resulted in 160% increase in conversions.
4. Balance functionality with speed and performance. There is a direct link between the performance of an app, number of downloads and its rankings in the app store. Tagman widget for calculating performance optimisation for your app. David recommends taking an MVP approach.
5. Build customer retention into your app. Integrate social features e.g. Sephora. Create a sense of community and use timely reminders, e.g. Map my run. Promote the benefits of your app, e.g. Swiftkey, tells you how much time you saved compare to normal keyboard. Personalise your customers experience.
David’s aim in describing the above, was in promoting his product, Jumio. Basically instead of typing in their details, your customer would use Jumio on their mobile to scan their credit card and all the fields on your form would be populated automatically (Fastfill). Apparently this aids validation and reduces fraud. Note, legally, the customer still needs to manually enter their CVC number. It’s claimed that the average increase in form completion rate is 18-33%, coupled with less data entry errors.
Watch the video:
Dave’s slides can be viewed below. He placed focus on the customer journey and how wide it actually is – you need to focus on all channels, both online and offline and how people interact with / switch between them. It’s also important to use the right language for each of your personas to appeal to them in the words they use.
It was fairly disappointing to see that only 33% of respondents in the survey make use of usability studies but I’d be willing to bet that these 33% are the more successful companies. Clearly, there are a lot of companies that need to make greater use of user research methods as opposed to just analysing numbers.
David’s presentation was from a more technical viewpoint, being from a developer background originally. I loved his approach to writing software requirements which is called YAGNI (You ain’t gonna need it). We often experience feature / scope creep in our UX world and we’re always battling against it, so YAGNI is definitely an acronym I’m going to be using! Quite rightly, David also advised that companies shouldn’t write a long list of software requirements at the RFP phase as this should be open at this stage to allow the company you work with to come up with the best solution, otherwise you’re already limiting them and telling them the solution.
I also liked the example that in Korea, customers can now scan QR codes to purchase things in the store. Soon, you’ll also be able to have your items delivered so that they’re waiting for you when you get back home (very cool).
David spoke briefly about an open source platform they’ve created called ‘Oscar‘. It’s totally free, designer friendly (apparently), and mobile by default. It’s built in Django and quick for prototyping which David said can be done in just a few days.
The next up and coming wave of consumers are called generation Z. Born between the mid 1990s and 2010, these young people have been brought up with the internet and social networks. They are ‘Digital Natives’ and as a marketer or product owner you will need to approach this generation of consumer very differently. So, let’s learn more about them…
Right now they are aged between 4 and 19 years old.
They currently make up more than a quarter of the US population and this is still growing.
They spend nearly every waking hour online. 46% are connected 10+ hours per day!
They influence household purchases. You can’t just advertise to parents – Gen Z are major influencers of their parents decision making.
Tech savvy and heavy users of mobile. They’ve grown up in a digital world.
Always connected, especially to social networking channels.
High online spenders.
Gen Z have been brought up with the internet and they prefer to buy just about everything online as opposed to offline. 20% of girls aged 12 and under regularly visit online shopping sites. The ability to easily make purchases online and delivering the right product information at the right time will be key.
Despite having very low incomes (think pocket money) Gen Z spend much more of their share of income online compared to previous generations. When this germination grows older and their income increases, they will drive major e-commerce growth.
Gen Z have the ability to impact your brand via social like no generation before. They’ve been born and raised in a world of social websites. If they don’t like your website or product, they won’t call you, they’ll put it online so their connected web of contacts can see. They’re more likely to communicate with brands via social media and will be more demanding, they’ll tell you exactly how they feel. 77% will vent frustration of poor service over social media and expect an immediate response and resolution.
Listening and fast response will be key to managing this generation online. And to encourage this generation of sharers to share your content, you’ll need to ensure the content you create will be something Gen Z will enjoy – a fun brand voice, engaging content and incentives for sharing.
A Forbes study claims that 57% of Zs saying they would rather save money than spend it immediately: “After seeing their parents lose jobs and their older siblings move back home, this generation will avoid debt. They’ll find the best deals and will expect to test out products physically or virtually before they buy.”
Gen Z will research everything themselves, turning to online reviews, bloggers and product experts to learn about products. Do you have a brand advocacy strategy? You will need to. By harnessing people who love your brand, and encouraging or incentivizing them to share their opinions online, you’ll provide a source of authentic information that Gen Z is likelier to trust.
They multi-task across at least 5 screens daily. “They suffer from FOMO (fear of missing out) more than millenials, so being culturally connected is critical” researchers from Sparks and Honey wrote.
According to a survey by Ericsson, 58% of Gen Z prefer surfing the web on their mobile as opposed to watching TV.
High tech – Even the youngest age group (9-11 years) shows advanced technology adoption and mobile internet usage similar to their older brothers and sisters. 31% of US children aged 6-12 wanted an iPad over any other electronic device for christmas in 2010 (followed by a computer 29%, and iPod touch 29%) – gone are the days of wanting lego!
A Wikia study shows that 54% visit YouTube multiple times a day. Visual sharing sites like Instagram and Snapchat are also huge avenues of communication for teens.
Marketers will need to start communicating visually to a diverse audience, across multiple screens.
Gen Z have the lowest attention span and they prefer media that is simple to use and interactive as opposed to passive TV. Getting and keeping their attention will be challenging though as they like to communicate in bite sizes. Easy to use and simpler platforms appeal to this generation.
Many children now feel that social networking is more important than other aspects of their life, including their family. According to a study by the University of Maryland, 79% of children showed symptoms of distress when they were kept away from social networking devices.
Every year, the amount of Gen Z leaving Facebook grows. 25% of 13-17 year olds left Facebook in 2014. They prefer visual platforms; the numbers joining Instagram grew from just 12% in 2012 to 23% in 2013. They also prefer incognito media platforms such as Snapchat, Secret and Whisper.
60% of Gen Z want to have an impact on the world (compare this to 39% of Gen Y). 1 in 4 of those aged 16 or over currently volunteer. Globally, teens and their families, are changing their purchasing behaviour towards choosing environmentally responsible products and companies.
The products themselves and their quality are more important to Generation Z than brand names. Expect these consumers to switch to competitors much more quickly.
By 2027 most of the grown up Gen Zers will be obese (77.9% of males and 61.8% of females). 66% of kids aged 6-11 say online gaming is their main source of entertainment, so obesity comes as little surprise.
Some of the above slides are courtesy of Sparks and Honey. If you would like to read more about Generation Z we would recommend reading their full report: Sparks and Honey on Slideshare.
We’re excited to announce that we’ve made it as a finalist in the DADI Awards Usability category for our redesign of KOOTH.com.
Katy Thomson of The Drum told us:
We received over 550 entries this year so getting through to this stage really is a huge achievement. Your work has impressed the panel! You should be very proud of you and your team’s hard work.
For those of you who may be unfamiliar with KOOTH, it’s the UKs most successful online mental health platform for young people. KOOTH.com provides online counselling to 10,000 young people with potentially life-threatening issues such as self harm and suicide through to everyday worries at school or home.
Like many pieces of software, it had been designed originally by experts, in mental health and IT. They had a very successful online service and were clearly incredibly knowledgeable and passionate about their service. They care greatly for their end users and recognise the importance of an easy to use and visually engaging platform, so, having heard of Keep It Usable and our reputation, they commissioned us to redesign KOOTH to make it easier to use not just for young people, but also for their counsellors.
So far, the team have had lots of positive feedback from young people so this is a huge step in increasing the appeal KOOTH has with the target audience as well as increasing engagement with the platform to encourage return use and word-of-mouth referrals.
The KOOTH team have also had lots more enquiries and contract wins following the redesign. Feedback from customers and potential customers has been incredibly positive. As well as the UX and visual redesign, KOOTH now incorporates advanced reporting tools that make commissioners lives much easier so they now have the confidence that young people will use the platform and they can easily see the impact and results for their region.
Of course, there’s a huge monetary return on their investment in UX for the KOOTH team. The time saved with the redesigned chat views provides much added value to service users and commissioners based on increased efficiency and effectiveness. The increased appeal to young people should see increased word-of-mouth referrals and increased return use. With the KOOTH team, we wanted to advance the current site to create a place that felt even more young person friendly and remove any existing usability concerns. With new combined chat and case note views, the young person gets even more quality counsellor time. We envisage that with the redesigned and streamlined backend (in collaboration with the team), that less money will be spent on re-training and supporting counsellors in how to use the system.
KOOTH has always been an amazing service for young people, but together, with our combined expertise, we’ve refreshed KOOTH to maintain it’s position as the leader in online mental health for young people and set a very high benchmark.
Shortlisted: Best User Experience Big Chip 2014 (winner announced in July)
– Estimated 5 fold return on investment in just 1 year.
– Increased sales and dramatic increase in enquiries.
– Added value to service users of £300,000 per year.
– Increased staff satisfaction and decreased training costs.
“We’re delighted with our work and our partnership with Keep It Usable”
Used by young people throughout the UK, Kooth was already a hugely successful online counselling platform however it was in desperate need of an overhaul. We conducted focus groups and workshops in schools to uncover insights that enabled us to complete a successful redesign of the frontend UI that young people now love!
We also overhauled the backend system UX for counsellors as they struggled to use the existing complex interface and it was costing the company in re-training and lost productivity. We increased efficiency and user satisfaction – combining multiple views into one to decrease navigation whilst in a counselling session. It meant their clients also received more value for money due to the extra time counsellors were able to spend counselling.
Shortlisted: Best Digital Experience – Leisure, Events and Travel. UK Digital Experience Awards 2014 (winner announced in July)
Netflight’s focus on their mobile, tablet and desktop user experience is key to their commercial success. Taking an iterative research and design approach enables us to create ideas and assess our designs with their target audience in the most effective and efficient process. We also go above the standard usability benchmark by applying PET (persuasion, emotion, trust) principles to increase positive user engagement and satisfaction.
Shortlisted: Best public sector website Big Chip 2014 (winner announced in July)
Winner: Best public sector website UX UK Awards
Winner: Best government website People’s Lovie Awards
Winner: Best home page People’s Lovie Awards
Following our recent article The biggest mobile Christmas yet! Are you ready? new research with shoppers shows that 37% of shoppers expect to do more online shopping this Christmas than they did last year and 25% expect to spend more this Christmas, compared to 2012. We expect this in part to be due to a rise in consumer confidence over recent months.
Food retailers aren’t set to have as large an increase in online shopping as when it comes to the big Christmas food shop, 71% of shoppers say they’ll visit a physical store to carry out the task. Only 14% say they will do their Christmas food shop online.
Younger shoppers are the most willing to spend this Christmas with 45% of 18-24 year olds and 31% of 25-31 year olds planning to spend more this year.Don’t get too excited for 2014 just yet…
“While we expect a better Christmas for retailers this year, it would be premature to pop the Champagne corks. Granted, consumer confidence has increased substantially during the past 6 months, but we anticipate that for many a reality check will set in once credit card bills start to land on shoppers’ door mats in January.”
This research was conducted in the form of a survey to 1,000 respondents by Savvy Marketing. As such, qualitative data in the form of reasons for the above statistics are missing. If you have any thoughts or explanations for the above, tweet us @keepitusable and we’ll retweet your opinions.
AWARD WINNER! Named the best government site at the prestigious People’s Lovie Awards!
Manchester City Council’s website came top of a public vote as the best website in the government category, and judges also bestowed the website a silver award and shortlisted it in the ‘best home page’ category from a list of more than 1,500 entries from 20 European countries.
With the help of Keep It Usable, we’re proud to announce that Manchester City Council have won their first award for their innovative user-centric website.
Following a review of how people asked for services, reported problems and paid bills, the site was redesigned to be wholly customer-centric. In particular, ensuring the top things people want to do are as easy and simple as they can possibly be.
Manchester City Council stated:
“The website was tested thoroughly by Manchester-based company, Keep It Usable. They asked ordinary local people from a range of backgrounds and ages to perform various tasks on different devices to see how easily they could do things.
The site was also tested by accessibility-experts and organisations representing blind or partially-sighted people to make sure it is useable by everyone.
Cllr Nigel Murphy, Manchester City Council’s Executive Member for Environment, said: “This is a fantastic achievement that gives testimony to the quality and success of the new website. That it has been judged by industry experts as one of Europe’s top government sites, while also being voted for by users of the website, is a huge accolade.
“Unsurpassed in its design and functionality, our new look site has become the benchmark of local government websites – making ease of use the main priority for our users in an era when the internet is gearing increasingly towards tablets and smart phones.”
Nik Roope, Executive Chair of IADAS, said: “The re-designed Manchester City Council website has excelled in its category, showing fantastic prowess in digital innovation and creativity. This award is a testament to the skill, ingenuity, and vision of its creators.”
If you were up early this morning and listening to BBC Radio Manchester, you’ll have heard Lisa Duddington of Keep It Usable chatting with Allan Beswick.
Lisa was invited to appear on Allan’s show following her recent success at being shortlisted for 2 women in business awards, the award ceremony of which will be held next week.
The topic of focus for the interview was today’s news as well of course as some discussion of usability, research, tech and women in business.
Allan told Lisa of his own frustrations with websites:
“If I had control of the world… I would require all websites to operate the same way, because when you’re looking for something, looking for a product or a service or whatever, you go to one website, you’ve got to spend ten minutes, quarter of an hour trying to navigate it, you go to another one – it’s entirely different! What’s the point of that?…So many of them are counterintuitive”.
Lisa and Allan also discussed the importance of research, prototyping and usability in a world where you don’t get second chances with customers:
“Lisa: A lot of companies underestimate the amount of research and testing and prototyping that you need to do on anything, be it a hard product or a website or an iPhone app. You really do just need to spend quite a bit of time testing it and researching it with real people, people like yourself, to make sure that it is easy to use and it is going to be a success and that it does meet people’s needs and their wants… What we would do is we would go in and do the research for them so as opposed to just launching something and hoping people like it. We would do research beforehand to make sure that they do like it before you spend all that money on launching a product.
Allan: Because a customer driven away is a customer that never comes back…
Lisa: Exactly! And not only do they not come back but they tell thousands of people on social media not to come back.”
If you missed the show, you can still listen to Allan and Lisa on BBC Radio Manchester’s Allan Beswick show. Just fast forward to 44:30 and 1:17:35 to hear Lisa’s parts.
Whenever colour choice is discussed with consumers, we have always seen a positive reaction
Apple have finally done it with the iPhone 5C! They’ve launched coloured handsets in keeping with their other famously colourful products. Will consumers like coloured phones? Will they appeal to the mainstream user?
For those of you who follow @usabilitygal on Twitter or have spoken to Lisa in the past, you’ll know that for years she’s been championing colour choice in mobile handsets and it’s been a bug bear that there is so little choice for consumers other than boring, dull colours such as black, dark grey, navy and white. Most people disagreed, their explanation being that a wide variety of colourful cases was all that consumers needed. Sell mobiles in monochrome colours and let people pimp them up if they so desired.
Unfortunately, this limited viewpoint relies on the consumer at the point of purchase having the imagination to envisage each mobile in a colourful case that they haven’t yet even begun to think about. Therefore, one of the major purchase factors is in fact colour.
We’ve conducted hundreds of research interviews and usability tests with mobile users which is why we’ve always been champions of colour choice and personalisation. That’s not to say that you should let people have free reign, people need boundaries and limits otherwise we’ll just see a repeat of MySpace in the 90s all over again!
Whenever colour choice is discussed with consumers, we have always seen a positive reaction, particularly with the female market. We feel that the female consumer has been hugely overlooked in the tech world and unless more women take board positions within tech companies, the only way companies will be able to adapt to the female consumers needs is to listen to them. Simply, conduct research.
So, why is having the choice to personalise a design through the use of colour so appealing to people?
When people buy products that will be shown and used in public, there is an added social acceptance dimension in the purchase decision – what will other people think? This is where it becomes more difficult to predict human behaviour. People have a multitude of reasons for why they buy something, and if that product is both a high purchase price and something that a wide variety of people in both their current and future social circles will see, the decision becomes more complex, weighty and important.
The mobile becomes a reflection of you, your status in life, your personality, your desires… Knowing this, people will often choose a product that is not a reflection of who they are currently, but who they want to be in the future. It becomes a status symbol of their future self.
Colour helps this expression of themselves as we know through the many articles that have been written on colour psychology – is your personality a bold, confident red or a friendly, reserved blue? Are you a blue but want others to see you as a red so you purchase a red product? Whatever the reasons, people like a choice of colour and are often conscious of what that choice indicates to others about them.
Admit it, you have an emotional attachment to your mobile don’t you? Most people admit to feeling like a piece of them is missing when they are without their mobile. Increased personalisation increases the amount of human-device attachment that a person experiences. It becomes an expression and extension of themselves which brings with it an increased emotional bond.
Quite simply, having a colourful phone is more fun! Who wants to look at boring black all day long? Bring on bold, bright colours that make you feel alive, energetic, playful and happy
Who doesn’t love choice! In studies it’s been shown that people love choice, well, they say they love choice ‘the more options the better!’ however in practise this isn’t the case at all. Famous studies that demonstrate the paradox of choice, such as, the jam experiment by Iyengar, prove that when given too much choice people actually don’t make a choice at all. Why? The crux of the issue is that people fear making the wrong choice. Lots of choices puts a lot of demand on the person to weigh up each choice, it’s pros, it’s cons, the implications of making the wrong choice, how they’ll feel if their choice is the wrong one, etc. Given a few choices, people are more likely to make a purchase, will feel more confident about their decision and happier afterwards.
Choice equals more control and a greater feeling of power. Providing more colours for the iPhone 5C is giving more control back to the consumer.