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.
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.
Jaguar Land Rover aim to reduce driver distraction and improve safety with a host of new technologies that make use of head-up displays and gesture control.
Dr Wolfgang Epple, director of Research and Technology for Jaguar Land Rover, said: “We are working on research projects that will give the driver better information to enhance the driving experience.
“By presenting the highest quality imagery possible, a driver need only look at a display once. Showing virtual images that allow the driver to accurately judge speed and distance will enable better decision-making and offer real benefits for every day driving on the road, or the track.”
The virtual windscreen is Jaguar’s head-up display for cars. Unlike Google Glass, the virtual windscreen is the optimal user experience for safe driving. By superimposing information and graphics onto the windscreen, the driver is able to maintain their whole attention on the road. It will display information such as the current vehicle speed, braking guidance, hazards, ghost cars and racing lines.
Who needs lots of buttons? Not Jaguar Land Rover! They’re aiming to limit the amount of physical button pushing required whilst driving so as to keep the driver’s eyes on the road and reduce distraction.
“We have identified which functions still need to be controlled by physical buttons and which could be controlled by gesture and carefully calibrated motion sensors,” said Dr. Epple. “The system is currently being tested on a number of features including sunblinds, rear wipers and satellite navigation maps. It has the potential to be on sale within the next few years.”
The car of the future will be self-learning and know all of your personal preferences, such as your preferred climate control settings in particular weather conditions and which journeys you prefer to take. The Smart Assistant feature will recognise that you’ll be late to your meeting and text ahead to say you’ll be 10 minutes late. It will even change the entertainment system based on who’s in the car.
With features such as Auto Adaptive Cruise Control (AACC), your future car will even learn how you drive and can replicate your driving techniques. All to help minimise driver distraction.
Are you fed up of driving over pot holes and the damage they can cause? Well now there’s a solution. The Discovery Vision concept will use lasers to scan the road ahead and prepare the car’s suspension to minimise the impact of things on the road such as pot holes as much as possible.
Jaguar Land Rover are also looking at technology that could replace rear view and external mirrors with cameras and virtual displays. The problem in the past has always been that with just 2D interfaces driver’s can’t accurately judge the distance or speed of other road users. Therefore, JLR have developed new technology in the form of a 3D instrument cluster that uses head and eye-tracking technology to create a more natural 3D image on the dashboard. This creates a perception of depth that enables the driver to judge distance.
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
“I’m an avid reader, in fact my nickname is ‘the bookinator’. You can normally find me hanging out in the psychology section at Waterstones. For a long time, I just couldn’t see myself ever replacing phsyical books with digital versions. To me, part of the ‘user experience’ is looking through a book case of pretty, colourful covers, picking each one up in turn and leafing through the sheets, breathing in the smell of the paper. Each book is in itself unique, it has character. However, this all changed when I jumped onboard the Kindle revolution. I can now carry hundreds of books with me in my handbag and that’s pretty amazing! However, there’s a new player about to come onto the market called Spritz that will radically change how we all read and could see an end to current eReaders.”
Spritz uses a very small interface to present just one word at a time. One letter in each word is coloured red and this is representative of the ORP (Optimal Recognition Point). It’s basically the point within the word that you’re most likely to recognise and therefore read the word optimally.
Have a go for yourself. Focus on the red letter and try to relax, using your peripheral vision to read each word. If you feel like you can go faster, try adjusting the wpm.
With Spritz, your eyes focus in one position, as opposed to having to move to read the rest next words. This is where Spritz makes a huge difference to the speed at which you read. 80% of your reading time is actually spent moving your eyes from one word to the next. Without this movement, you can achieve hugely increased WPM (word per minute) reading times.
80% of your reading time is actually spent moving your eyes.
Although this sounds incredible and I’m sure you’re already thinking about how many books and emails you could now get through in a day, what is questionable is the ability of the brain to process and store this information as deeply.
How many times have you had to read and re-read a paragraph of text because you were distracted or you simply needed further understanding? Do you ever pause when reading a book to reflect on what you’ve just read? Does you’re reading slow down and speed up in reaction to the content? All of these things show the limits of Spritzing.
The appeal of Spritzing for many will be in reading easy to digest fiction books. However, non-fiction books are less suited. Our pace of reading is naturally slower when we’re learning, digesting and questioning, making sense of and understanding anything new. We’re also more likely to re-read paragraphs so Spritz wouldn’t really be suitable.
CEO of Spritz, Frank Walden says “If you’re reading Shakespeare, you’re not going to want to do it with Spritz, but with a romance novel, for example, people skim like crazy anyway. They just rip through a book, reading for plot. Are they savoring every word? Probably not.”
One of the downsides of Spritzing is a lack of emotion in the words due to the speed. When we read we naturally tend to subvocalise (we hear the characters voice in our heads). However, when we read at speed we lose the ability to subvocalise, giving less emotion to the words.
As Spritz requires the user to look in one place and the words flash quickly, it can feel like it requires increased concentration and focus. There’s a feeling of ‘I can’t look away or I’ll miss a word’. With the constant movement we wonder if there will be any physical side effects, such as motion sickness. Will there be a tendency for users to blink less?
What’s unanswered right now is how the user controls the Spritz. If you’re interrupted, how do you get back to where you were? Whereas in a book you may recall you were about halfway down the page and relocate your position fairly quickly, with Spritz’s one word at a time presentation, this may be time consuming and difficult.
How would you like to read 50 emails in 7 minutes?
This will have some really interesting effects on future digital devices and interfaces. It adds a whole new world of possibility for showing lots of information, quickly, on very small screens. We’re now going through a phase of larger screens but Spritzing could change all of this. Imagine being able to read a whole novel on a bracelet, or check your emails on your ring. It could also be the perfect pairing for Google Glass. Imagine Spritzing within adverts – marketers would be able to show a lot more information within a much smaller space and people would in theory read more of it in a single glance.
Smart watches have struggled to gain mainstream popularity. They’re bulky and don’t really offer anything over and above the smartphone. The small screen poses difficult interaction with the interface, and makes reading things like emails a rather more painful process. Spritz could well be the trigger the smart watch needs to gain mass market popularity.
The possibilities of how this could effect future technology are really exciting! Let’s Spritz!
There’s a new UX book on the scene and guess what, it features us!
We’ve been getting a bit of a name for ourselves within the UX scene based on the quality of our work and our passion for all things UX. So when Peter Beare and Gavin Allanwood gained approval to create a new UX book they invited us to take part. The book covers an overview of the whole User Experience process, from research with users (our section – chapter 2) through to design and build.
It’s a book that you can easily dip in and out of and is particularly beneficial to those new to UX who need a higher level understanding of the process, tools and techniques that are used to create a good user experience.
User Experience Design: Creating designs that users really love is now available on Amazon for just under £20 – well worth it.
“By putting people at the centre of interactive design, user experience (UX) techniques are now right at the heart of digital media design and development. As a designer, you need to create work that will impact positively on everyone who is exposed to it. Whether it s passive and immutable or interactive and dynamic, the success of your design will depend largely on how well the user experience is constructed.
User Experience Design shows how researching and understanding users expectations and motivations can help you develop effective, targeted designs. The authors explore the use of scenarios, personas and prototyping in idea development, and will help you get the most out of the latest tools and techniques to produce interactive designs that users will love.
With practical projects to get you started, and stunning examples from some of today s most innovative studios, this is an essential introduction to modern UXD.”
We particularly like the layout and style of the book as there is an emphasis on imagery and real world case studies that makes the content really easy to consume and particularly engaging.
Below, you’ll see our user experience machine poster. If you’d like an electronic copy of this, you’re more than welcome to download a copy. We also have a few printed copies – if you’d like one just get in touch.
We’ve also been invited to appear in another ux book out later this year, so keep your eyes peeled for that one, which will have a more academic slant.
Keep It Usable have many years designing mobile user experience – we’re some of the most experienced mobile ux specialists in the UK. We even worked on James Bond’s mobile phone! If you need any advice with regards to your mobile ux, we’ll happily provide complimentary advice, send us a quick message now.
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.”