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!

Why Dragons Den’s James Caan values putting users first

 

James Caan

Any idea what kinds of business James Caan invests in? Well he recently divulged the primary thing he looks for in any type of business and it happens to be a business that is user-centric.

The first principle is that, it doesn’t matter what sector you are involved in, the basics are always the same – right from the very outset you have to know what makes your customers tick.

Of course we’ve known that focussing your business around your target users is one of the most important things you need to do but why is that? Because you are NOT your customer. You don’t think like them or have the same experiences as them. You see your business from totally different points of view. So to make your business appeal to your customer you have to take time to research them and understand their wants, needs, concerns, opinions, behaviour… only then can you build a business that meets their requirements.

If your business is based online, then this means conducting research not just to understand your target users but also to analyse their behaviour and interaction with your site to be able to improve your user experience and increase sales.

If you do not have a proper understanding of what your customers want then sadly you are destined to fail. There are plenty of examples out there of companies, big and small, who lost sight of their customers and what they wanted.  The end result is always the same no matter how big or established the name is.

Tough economic climates tend to separate the strong from the weak. If there is a problem with your offering then a recession is only going to highlight that problem.
There is no loyalty when it comes to business and that is the case even more so in the modern and increasingly competitive world.  Customers, whatever the marketplace, are fickle and will go with whoever offers them the best services and products at the best price.
The key with any business is always to remember the customer and put them at the forefront of everything you do.  You have to offer the best products and most importantly, stay in touch with the customer’s needs at all times.

In my line of work I have met too many people who have made the same simple and very fundamental mistake of forgetting about their customers.

As the old saying goes the customer is always right. If you ignore that simple motto then sadly it will all probably end in tears.

How customers REALLY shop using Smartphones

Mobile on the goGoing mobile has become a business imperative.

New research has unveiled the way customers really use devices and highlights the importance Smartphones play in researching and purchasing may have previously been underrated.

The research shows that context and the user’s aims play a major role in the choice of device. Convenience is also an important factor. Understandably, the Smartphone is the device users reach for time and time again, even if the experience is better on a PC or tablet – their mobile is always within reach.

 

Many times we turn to the screen that is closest

 

Context drives device choice

 

Smartphones have by far the highest usage for daily interactions with digital media. However, the interaction doesn’t end there. People now use different devices either at the same time or sequentially in what we call ‘multi-screening’.

 

There are two modes of multi screening

 

So how does this effect online shopping behaviour? It is not as straight forward as a simple path from browse to purchase. Consumers flick between devices, using them for different purposes, depending on the context they’re in as well as the time they have available.

We often move from one screen to another when shopping

 

Most consumers (by a large majority) actually begin their shopping experience on their smartphone. They then continue the same shopping experience on their PC/laptop.

 

Consumers take a multi-device path to purchase

 

Why would so many users not continue to purchase your product on their phone?

– Context. If they’re on the bus or on-the-go it may just be inconvenient.

– Time. When people are bored and want to kill some time they’ll start browsing using their phone. This ‘pecking’ behaviour is often done in short bursts.

– Content. Most mobile sites are slimmed down versions of the PC version. Users know this and may postpone their purchase until they can get to a PC to read more about the product and see larger images, read reviews, etc.

– Ease of purchasing. Many sites still have overly long and complex checkout processes, requiring registration and card payment details. These forms are easier and faster to complete on a PC with less frustrating input errors.

– Trust. Some people are still wary of purchasing through a mobile device.


Smartphones are the most frequent companion devices during simultaneous usage

 

The user’s purpose has a large part to play in which device they use. Think about your business. Does it drive users to interact with your website via a particular device? Looking at the following slide we can see that for activities such as searching for information and browsing the web, users prefer to reach for their Smartphone. However, if they are planning a holiday they are less likely to use their phone. If you think about, planning a holiday takes a fair amount of time and research. It is a more complex use case that involves looking at multiple sites, information search, reading reviews, sharing details with friends and looking at large images.

 

Smartphones are the most common starting place for online activities

In summary, smartphones are the backbone of our daily media interactions. They have the highest number of user interactions per day and serve as the most common starting point for activities across multiple screens.

Businesses need to consider:

– Adjusting conversion goals to account for the differences in end user goals when using each device.

– Tailoring the user experience to each device to account for the differences in how users shop.

Going mobile has become a business imperative.

Read the original research by Google