Keep It Usable app wins award and goes to 10 Downing Street

ClinTouch Mobile App

ClinTouch wins Outstanding Innovation award

Designed in collaboration with Keep It Usable, ClinTouch was recently the subject of a meeting hosted by David Cameron’s senior health policy advisor at 10 Downing Street, to consider the impact that digital technology could have in improving the nation’s health. ClinTouch is an easy to use app that provides an innovative new way of supporting people with psychosis, enabling early intervention and significant cost reductions for the NHS. This revolutionary digital intervention, developed by Manchester University empowers self-management for people with psychosis and reduces serious episodes occurring, improving the lives of individual patients and reducing NHS service costs, such as unplanned admissions and A&E presentations.

Significant cost savings for the NHS

Cost savings for the NHS are significant: Earlier intervention services in psychosis have the potential to save the NHS £119m over three years (Schizophrenia Commission Report). The ClinTouch mobile app is an end-to-end digital solution that improves communication and closes the information gap between patient and practitioner. This empowers service users to be more active in their care and recovery. This prevention is aided by utilising real-time data and alerting professionals of significant changes in their patient’s symptoms.

ClinTouch-Screens-Keep-It-Usable

Rich data and analytics

Through the app, users are prompted to record their symptoms and feelings. A unique and bespoke branch of questions then follows ensuring that each question asked is relevant with a graphical bank of user-friendly analytics immediately available for the patient to consider and review. This digital data-log can then be used to help identify any lifestyle or environmental triggers that prompt the onset of symptoms. ClinTouch has been built into an end-to-end system in two NHS mental health Trusts, with summary data accessible at clinical team desktops and streamed into e-healthcare records. If early warning signs for relapse occur, healthcare professionals can act to enable early intervention.

Manchester University, Manchester City Council, NHS, Manchester Mental Health

A cash-less future? Insights from MoneyConf

Having just returned from MoneyConf, we’re feeling incredibly excited about the future of banking, currencies, payments and FinTech. The next 10 years will be a game changer for the banking and payments industries. It will also be a transformational time for consumers who will see the gradual disappearance of physical money, replaced with virtual wallets and mobile payments.

Banks – Innovate or fail

Banks Innovate or fail

However if you work in a bank, you may have more cause for concern than excitement. Where other industries are innovating, some banks have only just woken up to the importance of digital and many are already rapidly falling behind. It’s not surprising when you consider that their major sources of income are based on experiences that are poor for the customer. Yes there is a reason why they don’t warn you when you’re near to going into your overdraft or there’s a higher interest current account that they could switch you over to.

Figures from Harvard Business School predict that based on past statistics, only 8% of the banks around today will still be here in 10 years. Why? Because they will fail to innovate. Innovation doesn’t make the corporate agenda because in good times, ‘there’s no reason for innovation’ and in bad times ‘there’s no money for innovation’. New startups that are more focussed on building technology that helps customers and gives them a better experience will have increased adoption. If banks fail to innovate themselves, they’ll need to look to buying out some of the technology that startups are bringing to the table, or risk being left behind.

Financial services

Mobile will continue to grow

Mobile will continue to grow

However, customers still don’t trust mobile…

Customers still don't trust mobile

Need to focus on Omnichannel

Brands will need to focus even more on the whole customer journey across devices and the physical store.

Need to focus on Omnichannel

Virtual wallets are coming!

This is one we’ve been waiting for. No need to carry cash around with you anymore. No need to even carry cards with you anymore. Mobile payments have arrived and in 10 years time expect them to be fully mainstream. If you’re a purse manufacturer you may want to focus on handbags in the future!

Virtual wallets are coming!

The problem for merchants and consumers will be too much choice.

Too much choice

And customer education, as people aren’t familiar with wallets yet.

Customer education

Mobile payments using NFC

For physical retailers, the future of POS payments will be mobile payments using NFC to make the transaction quick and simple.

Mobile payments with NFC

Contactless payments have grown rapidly over the last few years, with massive growth last year that’s set to continue. With consumers growing used to this new behaviour (if you’re in London you’re even more familiar with contactless through your daily use of the tube) using NFC to pay via your mobile seems to be a natural next step. We can expect those technologies that work alongside the user’s existing learned behaviour to be adopted more quickly and potentially more successfully.

Contactless payments

Digital money is here

Bitcoin. Have you heard of it? Controversial but this digital currency could well be the future. Bitcoin was created in 2009 and behaves just as a physical currency does. It can be bought and sold, transferred to others, it can go up and down in value and it can be used to purchase goods. In the future, we may well be paying for things using Bitcoins.

How Bit coin Works

A cash-less future?

It looks like the future may well be one that doesn’t involve physical cash. Payments will be so easy to make virtually that we may find physical coins and notes gradually disappear. Future generations may only understand money in the form of digits. How do you feel about this?

With the increasing adoption of mobile wallets and mobile payments, we’ll also see the disappearance of card payments and with it, the need to own a wallet.

And beyond mobile payments, expect to see biometrics coming into effect. Can you imagine paying for your coffee using just a scan of your fingerprint? Or your eyes?

Will banks still exist or will peer 2 peer replace them? How will banks innovate to keep up with the rapid technology startups are bringing to the table?

One thing’s for sure, good user experience will prevail.

How do you feel? Understanding emotions to craft satisfying experiences

Digital platforms and technology allow us to do things quicker and easier. Well, that’s the theory. The reality can often be far from this. How many times have you been looking for information only to give up and visit a competitor site? Unfortunately, badly structured websites and complicated software are all too commonplace. We’ve been spoilt by the likes of Apple and expect this simple, effective and affective user experience across all our interactions with technology.

Customers want experiences “that dazzle their senses, touch their hearts and stimulate their minds” (Schmitt, 1999)

Our relationship with technology affects our emotions and quality of life. Therefore, in order to provide users with positive and satisfying experiences, understanding their emotional responses is a necessity. Experiential marketing assumes that customers take functional features, benefits and quality as a given.

How do we make users like it?

Making users like something is not as easy as you might think. The qualities of physical products, websites, software and other digital media can be classified into two distinct groups (for this we’ll look at the work of Hassenzahl et al. 2000):

1 Pragmatic qualities

Pragmatic qualities relate to practicality and functionality.

Manipulation

Manipulation refers to the functionality and how that functionality is accessed, i.e. the usability. At a very basic level, can it do what it needs to do? A consequence of pragmatic qualities is satisfaction. Satisfaction occurs when a user uses a product or service to achieve certain goals and those goals are met.

Examples of attributes that are typically assigned to websites (and software in general) are “supporting,” “useful,” “clear” and “controllable.” The purpose should be clear and the user should understand how to use it.

2 Hedonic qualities

Hedonic qualities refer to the psychological needs and emotional experience of the user.

Hedonic qualities are divided into three categories:

Stimulation

Users want to be stimulated in order to enjoy their experience with your site, software or product. Rarely used functions can stimulate the user and satisfy the human urge for personal development and more skills. Digital experiences can provide insights and surprises, for example, if after a period of time a feature hasn’t yet been used, the software could inform the user via a quick tip.

Identification

The human need for expressing ourselves through objects to control how you want to be perceived by others. We all have a desire to communicate our identity to others and we do this through the things we own and the things we use. They help us to express ourselves; who we are, what we care about and who we aspire to be. This is why people enjoy using personalisation on sites such as Twitter. Changing our background wallpaper and header image, helps us to express ourselves.

Evocation

Which memories and feelings does the experience evoke?
Evocation refers to the symbolic meanings that the experience has on our memories and our background. The visual aesthetics of a website may remind you of a past experience. For example, a travel website with a background image of a beach, might bring back memories of a past holiday and all the feelings (most likely highly positive) associated with that experience. As we all have different experiences in our lives, what we feel when we look at an identical website will be unique to us, the individual.

It is the combined pragmatic and hedonic aspects that form the appeal and the amount of appeal that a digital or physical platform has. 

Situation

The users’ experience also depends on the context of use. Where are they? What do they need to do? How many times have they used it? Who are they with? How much time do they have to do what they need to do?

The first time a user tries an application, they may experience some confusion and minor issues, leaving with a slightly negative experience. However, when they become more familiar with all the features and how to access them, they will become more emotionally attached to it, and therefore each use becomes a pleasant user experience. This can be problematic within User Experience design as a poor, inefficient interface may be disliked by it’s users but they can be reluctant to change it because they have learnt how to use it. Therefore their perceived effort to deal with the change and the additional learning is deemed greater than sticking with the poorly designed current system.

Designer's and User's perspectives

Which feelings are felt with a good user experience?

The most satisfying user experiences are related to positive emotions such as, enthusiasm, pride, interest and inspiration. These positive emotional responses are all related to the hedonic qualities of the product: for example enthusiasm is connected to the stimulation dimension and pride is related to the identification quality. The hedonic qualities of interactions are those that make us feel  an experience is satisfying.

In contrast, users who feel irritated, hostile and upset experience more pragmatic (usability) and technical problems.

Emotions and user experience: a recent study

Recent research by Tampere University in Finland (Partala & Kallinen) about the emotional aspects of users’ experience highlights how the most satisfying experiences are related to positive emotions, those that fulfil our psychological needs and are more personal to us.

Our sense of time changes with pleasurable experiences

When people enjoy the most satisfying user experiences, such as playing Angry Birds, they typically report feeling not especially hurried and people often lose track of time. In psychology we refer to this as entering a state of ‘flow’. However, when an experience is frustrating and unsatisfying, a moderate level of urgency is felt and time may appear to go slower.

Satisfying experience and psychological needs

Users that have a satisfying digital experience will report emotions connected to the fulfilment of the most important psychological needs:

Autonomy “I make my own choices and decisions”

Competence “I can do this”

Selfesteem “This makes me feel good about myself”

Relatedness “This is connected to my needs”

As supported in the psychological theory of Self Determination (Deci & Ryan, 2000), the fulfilment of these needs emphasises psychological growth, integrity and wellbeing. An individual’s experience of autonomy, competence, and relatedness is argued to foster the most high quality forms of motivation and engagement for activities, including enhanced performance, persistence, and creativity. So if you want to create engagement or you want to motivate your users, perhaps to change their current behaviour or habits, then you should look to how you can utilise psychological needs.

Understand users and exceed expectations

Nowadays, users are not only looking for efficiency and good usability. What makes the user experience unique and enjoyable is making people feel confident, stimulated and surprised. Connect with your users on an emotional level.

Observing behaviour, analysing and asking users to reflect on their own experiences through user research offers the opportunity to design experiences that satisfy the user’s true needs, leaving them with an experience that exceeds expectations, creates long term engagement, increases brand value and ‘wows!’. People will then use your website or app not because they have to but because they want to.

What’s the real difference? Face-to-face versus Remote user testing

Have you ever wondered what the real difference is between remote unmoderated user testing (like usertesting.com and whatusersdo) and face-to-face user testing? Which method should you use, when and what for? There is a huge difference in these two techniques and the end results so let’s take a look at them both in greater depth.

Face-to-face

Interviews conducted face-to-face with target users, often in a lab setting or in-context, for example in the person’s home to make them feel more at ease and uncover more realistic feedback and issues. The interviews are a two-way conversation guided by a trained researcher.

Usability testing

The positives

– Can be conducted at any stage of the design process, even before you have any UI in place. Gathering very early feedback will save time and cost later!

– Conducted by a researcher as a two way conversation, giving the opportunity to question answers given and behaviour observed.

– Very rich data. The opportunity to question users enables you to discover deep insights and more potential barriers to conversion.

– Greater team collaboration. When observing lab research, the team are together in an accompanying observation room. This increases design collaboration and buy-in for changes.

– See the user and their reactions. Face-to-face interviews use technology that can record the user as well as their interactions, so you can see their facial expressions and real time responses. This can make the videos much more powerful – it’s harder to ignore the feedback if you can see a real person and you know they’re just sat in the next room!

– Discover deeper problems and opportunities. The researcher can spend a portion of the interview understanding behaviour and underlying psychological motivations, these can often open up greater opportunities than just examining the UI in isolation.

– If a user stops thinking out loud (this is quite common), the researcher can prompt them or follow up with another question.

– Gain environmental, contextual and personality insights (if the research is conducted in context).

When should I use this method?

– You want to understand current user behaviour, needs, wants and concerns.

– You want feedback on early concept ideas, which you should pursue and why.

– You want to test sketches or lo-fidelity mockups.

– Throughout a project when you need to more deeply understand user behaviour and interaction.

– When you need to get stakeholder buy-in. They’re much more highly influenced when they’re sat in a room together, observing real people struggle to use their UI.

– If you want to benefit from the expertise of a UX researcher to run the session and to help recommend changes that will successfully engage users.

– When you need to establish rapport with users to encourage trust to discuss things they might not disclose if just speaking into a computer.

– If you want more authentic results.

– If the tasks and feedback will take longer than 15 minutes.

The drawbacks

Your research is only as good as the person conducting it. Face-to-face relies heavily on the research capabilities of the researcher. If someone with little experience runs research, there is a greater risk of them asking leading questions, not establishing rapport and missing key identifiers for insights to further pursue. They are also more likely to express interviewer bias – where they impose their beliefs and expectations subconsciously on the user and therefore influence their responses. It takes years of practice to conduct great user interviews but great interviews give better output.

– If your testing requires a large number of participants, face-to-face testing will quickly become very expensive. It works best for small scale, qualitative research (5-15 people).

– It generally takes longer than remote testing.

Remote unmoderated testing

Tasks and questions are planned in advance so that the user can complete them in a small amount of time (usually 15 minutes) in their own time at home. This is a one way method (no researcher involved) with users required to think aloud as they complete tasks.

Remote unmoderated usability testing

The Positives

– Cheap

– Quick

– User is in their environment on their device (note: face-to-face can also be performed in context)

– Cheaper for collecting large samples.

– No researcher needed (note: this could also be seen as a negative)

When should I use this method?

– If you need very quick results.

– Your budget is too small for face-to-face.

– If you just need to test a small aspect of your UI, something that can be explored in 15 minutes.

– You need a larger number of responses to backup qualitative face-to-face research with greater significance.

– You aren’t researching difficult, complex flows or sensitive issues.

– You’re main focus is on identifying easy to find usability issues and not deeper problems, insights or psychological barriers to conversion.

– When your UI is higher fidelity.

The drawbacks

– One way method, no active questioning. If the user misinterprets the question or gets stuck on something they can’t recover from, no one can put them back on track and help them. You also have to try and pre-empt the problem they might encounter in order to ask the right questions in the first place, this allows no chance to pursue interesting things they may do or say.

– Limited to around 15 minutes. This limits the amount of feedback you can gather and the depth of questioning. It can feel like the user’s just got themselves settled into the research and they’re giving some great feedback, then before you know it, the session has ended.

– Doesn’t record the user so you won’t get to see their facial reactions or body language.

– Higher risk of expert and money-motivated users. Some of the users may participate in many tests therefore becoming experts, others may be highly motivated by the payment and they’ll fly through the tasks without getting into the correct mindset.

– Users focussed on usability. As people sign up through the testing website, people are sometimes aware that the focus is on usability and user experience and you’ll hear them mention ‘usability’ and other terms a real consumer just wouldn’t pick up on.

– Thinking out loud can be quite a difficult skill to maintain. Once their cognitive resources are concentrated on the task in hand it’s easy to forget to think aloud. In face-to-face the interviewer can prompt them, but in remote, the user is on their own.

Feel the fear and do it anyway!

Understandably it feels very comfortable doing remote testing. You are more in charge, you can control the tasks and questions and even the end videos – if one user is particularly scathing there may be the temptation to not show that video to the team.

However, if it’s the only method you use you will always be limiting yourself to the top level issues you can find based on the tasks and questions you define (do you see how you’re already biasing your own results with your own expectations?). There’s also the limitation of the 15 minute sessions, as well as your own ability to analyse this sessions appropriately and suggest recommendations that will give the most effective results.

If you’ve never tried face-to-face research we’d strongly advise you give it a go. Yes some of it might be uncomfortable to hear but mostly, it will be an eye opening and inspiring experience! You’ll feel more connected to your customers, you’ll feel more connected as team, and you’ll go away with tonnes of new ideas to make your user experience and conversion much better!

Need help?

If you are in any doubt as to which method is right for you, or if you would like to find out more about how face-to-face could help you, feel free to get in touch and one of our experts will happily help you.

Another award shortlist for Keep It Usable

WIBA Award Keep It Usable

We’re incredibly excited to announce that we’ve another award in our midst! This time it’s our founder, Lisa, who has been shortlisted for the North West Women in Business awards (WIBA) STEM category. STEM aims to recognise women who work in the traditionally male dominated areas of science, technology, engineering and mathematics.

Lisa says “I’m very proud to be representing women in the STEM category. There’s still an under representation of women in the digital and tech scene. Certain sectors I work in are highly male dominated and I would love to see more women with the belief that they can enter these sectors.”

Best of luck Lisa!

We’d also like to give recognition to the amazing work of Ladies That UX. A group set up by Lizzie Dyson and Georgie Bottomley to support women who work in the UX field. Thank you for your continued support!

8 Technology trends you need to know for 2015

2015 is looking to be a really exciting year for innovation.  We get excited by new technology and the challenges that brings, especially with regards to designing for challenging smaller screens – how you can engage users and showcase information without sacrificing the experience? Here are some technologies and trends we’d recommend keeping your eye on in 2015.

1. Wearables

Wearables are becoming big business and the growing trend will continue to thrive in 2015, particularly in fitness, fashion and health.  More affordable wearables are likely to hit the market and will bring wearables to the masses.

Keep-It-Usable-Wearable-Tech-Nike-Fuelband

2. Apple watch

A handful of companies such as Google, Samsung and Sony have launched wearables in the form of watches.  This year, will see the Apple watch hit the market which will disrupt and put smart watches on the map.  This will have huge implications for how we communicate, interact and consume information.  The potential is vast, particularly for connectivity and health.

Apple-Watch-sport

3. Digital health

2015 will be the year that healthcare finally wakes up to digital!  Wearables that can monitor everything from measuring steps in fitness to improving your hearing.  Rings, hearing aids, headphones and much more will hit the market.  Could we even see the first digital implant…?! There is already a digital pill.

Health-Wearables

4. Internet of things

From controlling lighting and heating, TVs, appliances and even connecting your body. We will use technology to increasingly monitor and intelligently improve our lives.  The promise of major connectivity and intelligence is exciting and we expect to see this technology grow rapidly in 2015.

Keep-It-Usable-Internet-Of-Things-Philips-Hue

5. Major growth in mobile e-commerce

Mobile will be huge in 2015 and will continue to disrupt e-commerce.  8 in 10 smartphone users use their phones at some point during the purchase process and with mobile screens increasing in size, their popularity is projected to grow enormously in 2015, meaning users will consume even more data on mobile.  Mobile growth is larger than tablet with 186% average growth in sales via mobile compared to 131% in tablet e-commerce.  Read our e-commerce insights for 2015 >

Keep-It-Usable-Mobile-Shopping

6. Mobile wallets

2015 will be the year that contactless payment methods like NFC (near-field communications) really start to take off.  Larger banks are likely to offer NFC payments via smartphone by the end of 2015 with 5% of NFC enabled mobiles being used to make contactless payments.

Apple-Pay

7. Omni-channel retail experience

The future of retail will be a seamless approach to the consumer experience through all available shopping channels, i.e. mobile devices, computers, physical stores, television, radio, mail, etc. Omni-channel retail represents an experiential change for the connected consumer as all touchpoints with a brand become one. 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. Read about how digital tools will change the in-store shopping experience >

Keep-It-Usable-Omni-Channel-Retail-Experience

8. Usability

With the rapidly changing technological landscape and continuing explosion of digital into more and more products, it has never been so important to focus on user needs, psychology and behaviour.  Great usability will no longer be a nice-to-have, it will be mandatory in order to create a successful product. There’s never been a more important time to Keep It Usable.

Keep-It-Usable-Mobile-UX

World Usability Day 2014

world-usability-day

Happy World Usability Day! Yes today is that time of year when all usability practitioners reflect on another year of helping businesses to improve their user experience and making the lives of everyday people better. It’s a day when we can reflect on the improvements we’ve brought to the world. We’re a little like silent heroes, busily working away to make the average persons day a little easier and less frustrating, without them ever realising who we are, just how much we fight for good design on their behalf or the end difference we make to their lives. Great design is invisible.

History of usability

This year is a particularly special anniversary for usability because as a discipline, the origins of usability and user experience are grounded in industrial efficiency during the world wars and of course the year 2014 marks the 100 year commemoration of the first world war. It was during war time that the value of human factors and ergonomics was recognised as a great way to create more efficient and effective soldiers, i.e. better killing machines. Our usability predecessors spent their days working on the battleground, ensuring that soldiers could get on with their daily tasks in the most optimal manner. What kinds of things did they do? Well, their work involved much more focus on human factors and ergonomics, taking into account the effects of workload, fatigue, physical task design, mental workload, teamwork, environmental effects.

It was during the second world war, that practitioners expanded their focus to aircraft and how through more intuitive design of airplane cockpits, pilot error could be greatly reduced.

Usability as we know it, didn’t really come into effect until the 1980s but it always struggled to gain recognition and respect. The term User Experience helped raise awareness of usability into the mainstream and the last 5 years have seen a phenomenal increase. What was once a highly skilled profession of human factors and usability engineers is now fragmented. However, the benefits are that usability finally has achieved the aim we all had many years ago of raising the awareness of its importance and those of us who have been around a while no longer have to fight our corner like we used to have to, which is a brilliant achievement! That in itself is worth raising a glass to. We did it!

We’re going to end this post with a look at the new Sainsburys Christmas advert which recreates the Christmas truce that happened during World War One (and that has just blown the annual John Lewis advert completely out of the water!).

Keep It Usable is an active supporter of the Royal British Legion. If you would like to help please get in touch with Lisa.

Infographic: 2015 E-commerce Opportunities

Ecommerce-infographic-2015

Source: Statistics from the e-commerce expo October 2014 day 1 and day 2.

More fascinating e-commerce insights for 2015! Expo day 2

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!

The future of payments now

Rob Harper, Paypal

paypal mobile

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).

average_moible_payment_process

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?

Driving performance through paid media optimisation and rich content

Michel Koch, Maplin, and Emmanuel Arendarczyk, NetBooster

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”):

“The customer first, always”

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.

maplin_youtube_results

Customer engagement trends – how to stay ahead in 2015

Steven Ledgerwood and Saima Alibhai, Emarsys

customer_engagement

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.

3 key trends of 2015

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)

market_segmentation

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.

website_visitors_not_converting

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.

How digital tools will change the in-store shopping experience

Juha Mattson, Walkbase

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:

retail_store_engagement

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.

online_offline_marketing

The game changing opportunities in omni-channel 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.

Panel debate

Liam Patterson of TopLAD and Osvaldo Spadano of Elastera

ecommerce_expo_panel_debate

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.

Listen to the customer

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.

Beware of feature creep

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:

“It’s very powerful to go and talk to the customer. Try to understand their problem. Why do they want to do something about it? It’s all about problem solving. If you get good at it, you’ll have a good business.”

 

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 future of e-commerce: Generation Z

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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…

Who are Generation Z?

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.

Prefer to shop online

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.

Born to share

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.

Traditional advertising won’t be as effective

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.

Multi-screening and multi-tasking are the norm

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.

Mobile internet preferred

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!

Respond more greatly to visual stimuli

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.

Prefer simple, short, interactive content

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.

Addicted to social networking

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.

Goodbye Facebook, hello Instagram

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.

They want to change the world

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.

Not brand loyal

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.

Obese

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.

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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.