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  • terrible at providing connected coherent and differentiated customer experiences But for every company that delivers good customer experience there are a hundred lemons In this article I explore the four pillars of user experience strategy that together are crucial in facilitating alignment and a common sense of purpose There are a number of factors as to why big organisations are so bad at user experience including the proliferation of organisational silos measuring the wrong things and rigid IT systems that essentially control primary customer interactions This puts UX professionals in a unique position as they have the methods techniques and skills necessary to create the right vision principles and stories to focus and inspire organisations We have the opportunity to turn the Age of Digital for consumers into the Age of Alignment for businesses Read the full article on UX Matters UX strategy and the age of alignment 0 0 0 3 Related content Here s a selection of other articles you may like from the frontiers of user experience or view all in Thinking Top down user experience By Meriel Lenfestey Redesign your business for your customers By Tim Loo Design research and the new creativity By Tom Wood

    Original URL path: http://www.foolproof.co.uk/thinking/ux-strategy-and-the-age-of-alignment/ (2016-02-14)
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  • is most often justified in the business case as a sensible way to stop a bad product developing through wrong assumptions This justification is correct Iterating our design thinking with users from earliest concepts through to usability testing does indeed prevent dumb things from happening in design The first and strongest justification for design research is to reduce risk It s no accident that about a third of my company s revenue comes from financial services clients They don t like risk and they are highly motivated to identify and mitigate it whenever they can Second allow failure to be part of your process Design research has another effect within product and service development It creates moments in the process where it is OK to fail On the journey towards a new product research creates spaces where new ideas can be suggested explored and nurtured It creates moments to stop and think This in turn leads to a more relaxed atmosphere creativity isn t a big bet we make at the start of a project it s a process we commit to throughout the project Research can have the same effect as a rubber ring has for children in a swimming pool The sense of safety and confidence it gives allows you to be more adventurous to kick away from the side of the pool and enjoy splashing about trying new things Isn t that the essence of creativity Third use research for more than yes no design decisions The criticism I mentioned at the top of this post that research kills creativity almost always indicates using research in the wrong way and for the wrong reasons in experience design Particularly in the earliest phases of design the role of research is to develop ideas with the end user not to close them down To simplify this point there s a world of difference between research conducted within these two frames Which of these interaction feature or content ideas is good and which is bad versus Can you help me develop the ideas we ve got to share with you today Is there anything we can do to develop some of the weaker ideas and make them more valuable to you And how can we build on and improve the more appealing ideas The second frame is clearly an invitation to your user to join a creative process The first simply asks them to judge ideas that are new to them and that they may not properly understand At some point in the process yes you kill your weakest ideas But not before you ve explored all of your thinking with end users and been open to the possibility of them improving or refining ideas for you Personally I ve seen plenty of design ideas which could have gone on the cutting room floor at first exposure to customers and project stakeholders that have gone on to be key elements of the design solution and create business value that would

    Original URL path: http://www.foolproof.co.uk/thinking/design-research-and-the-new-creativity/ (2016-02-14)
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  • of truth in a process that yield the valuable insights needed to effect real change for our clients A great illustration of the difference between research and insight came in a project we did for BT on the BT Homehub The original brief was to ensure that the instructions they had designed to help people connect and set up their homehub for the first time were being followed without difficulty We decided to observe some customers opening the box that they were sent with the homehub and watch them start the process of setting it up in their own homes to understand the natural experience customers would go through The research highlighted a number of areas where the instructions were unclear and confusing and also where they functioned well However the insight we gained from observing this process was that a large proportion of people never looked at the instructions and on opening the box launched straight into trying to set it up This was basic human nature at play the instinct to just give it a go OK some might say this is basic male instinct but let s not go there Our recommendation was to not fight this and go with it so we helped BT redesign the whole out of the box experience for the home hub including changes to the actual product to make attempts at going for it more successful This included colour matching plugs and sockets to make it more intuitive which plug went where and creating a Quick set up guide with at a glance diagrams and a reference sheet for when if things went wrong This was a great example of where Insight led us to the heart of the issue and from there the process of problem solving could begin It

    Original URL path: http://www.foolproof.co.uk/thinking/what-is-the-difference-between-research-and-insight/ (2016-02-14)
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  • Experience design: a definition
    company practices experience design on a commercial basis we were interested in developing a definition that was more universal something that could be equally useful to a town planner or a headteacher or a conference organiser or a bishop The Foolproof flavour of experience design would always be rooted in business outcomes We express our job as finding a win win between the needs of the clients that hire us and the needs of their customers We also don t make any specific mention of digital Our particular specialism within this field is around digital products and services so we use certain tools and techniques that are suitable for this context and the kinds of clients we have But we understand that not every design problem starts or ends in the digital space How is it different from any other sort of design The differences are subtle but significant It s probably easier to express the main difference in terms of starting point Experience design takes people and human needs as the first frame of reference We ve all seen examples of design where either technology what does this new technology allow us to do or surface layer aesthetics how can we best present our brand within this design was the starting point This often leads to design solutions that don t meet the criteria of relevance that we ve put in the definition above In fact this whole exercise has given me a new understanding and respect for the word relevance it s a powerful idea Experience design takes people and human needs as the first frame of reference Another difference comes from the diverse skills and specialisms you need within a team to develop a compelling user experience For digital experience design yes you need people with IA

    Original URL path: http://www.foolproof.co.uk/thinking/experience-design-a-definition/ (2016-02-14)
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  • Knit launches Cardboard Objects
    can now download an app and instantly access an immersive digital experience Our colleagues at Knit love to get their hands on new technologies so unsurprisingly they ve done some tinkering and designed a way to expand the capabilities of this low cost VR platform The outcome is Cardboard Objects a redesign of the original device that allows users to add collectible cardboard extensions into the model Using the NFC reader in the embedded smartphone different NFC objects can trigger different content within a virtual environment This expands on the current interactions of Google Cardboard currently limited to panning around the environment and the single magnet switch on the side VR is on the precipice of a mass market explosion and we re excited to see what other interesting uses our creative technology studio has in the pipeline You can read more about the project in Knit s blog 0 0 0 0 Related content Here s a selection of other articles you may like from the frontiers of user experience or view all in Thinking Foolproof acquires creative technology agency Knit By Peter Ballard Beacons a disappointing start for an emerging technology By Irene Infante Why Quantified Self falls

    Original URL path: http://www.foolproof.co.uk/thinking/knit-launches-cardboard-objects/ (2016-02-14)
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  • Selling to the tech-savvy Chinese consumer
    be fairly obvious then to any marketer that wants to be successful in China that they ve got to have a strong strategic focus on mobile and social It should also be obvious that you really have to obsess about the quality of the customer experience that you deliver as it s going to get talked about in social media fuelling either brand advocacy or criticism Right Despite this it would appear from discussions at the round table attended by several major brands and retailers and from the experiences my colleagues and I were sharing that the typical approach to China is actually one of trial and error Experimentation in mobile and social to see what works and what doesn t work seems to be a fairly common approach This feels like a very risky approach to me Just a couple of years ago UK brands were making similar mistakes in their reactive approach to mobile adopting a just get it out there approach We thought it was risky for them back then and when we conducted research to look at the impact of poor mobile experiences on brands we found that more than half of the customers we interviewed had ditched a brand completely following a bad experience over mobile This doesn t bode well for those taking an experimental approach in their marketing to tech savvy Chinese consumers today The thing that s lacking are real world qualitative insights on how Chinese consumers are shopping how they re making decisions and what they really want and expect from brands in digital And the really surprising thing is that a lot of major brands simply aren t investing in gathering these insights to inform their strategy planning marketing or design activities This is something I really don t get

    Original URL path: http://www.foolproof.co.uk/thinking/selling-to-the-tech-savvy-chinese-consumer/ (2016-02-14)
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  • Next Bank Asia Singapore
    customer insights which were universally recognised by us and the banks For instance our assertion that people choose products and benefits not banks was unanimously agreed with Similarly when we stated that sales strategy focuses on acquisition rather than deepening product relationships with existing customers the banks concurred However we didn t agree on everything One insight that really challenged the preconceptions and beliefs of the banks was that customers perceive online as being an inferior channel to phone or branch This perception was challenged emphatically Customers love it because it s convenient efficient it s available 24 7 and it is low effort was the typical counter argument While we accepted that in principle all of this was true in the sense that they are the drivers for consumers to use digital we had to point out that it ignored some of the fundamental problems customers have when they shop online with finance providers As it stands today the overwhelming majority of banks are offering very poorly designed online shopping experiences and no one has got it completely right Consumer confidence is therefore low Poor navigation and categorisation make it hard to find products Furthermore badly designed tools fail to support product interrogation and selection and jargon laden content can put the finance shopper off completely So the answer is yes consumers in Singapore do want to buy financial products online but the problem is the banks just aren t doing enough to convert this desire into actual product purchases Hence the customer s preference for phone or branch when they want to buy a financial product The good news is that a lot could be achieved and many wins realised very quickly by any bank willing to make an investment in fixing these issues There s a huge

    Original URL path: http://www.foolproof.co.uk/thinking/next-bank-asia-singapore/ (2016-02-14)
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  • Thinking | Foolproof
    news 38 X Technology 37 X Experience design 36 X Consumer behaviour 35 X Consumer retail 27 X UX jobs skills 25 X International 15 X UX strategy 14 X Travel leisure 11 X Data analytics 10 X Games gaming 10 X Social media 10 X Media 8 X Knit 6 X Business to business 5 X UX practice techniques 3 X Customer experience 2 X Energy utilities 2 X Optimisation 2 X Automotive 1 X Filter by media Blog Posts 388 X Reports 19 X Videos 5 X Apply filter close 5 When to apply qualitative and quantitative research By Alison Williams 02 Apr 2015 User research is a non negotiable component of experience design There are two main types qualitative and quantitative and of course there are pros and cons associated with both When to deploy either or depends very much on the design decision you need to make Tags UX design practice Quiet Riots an interesting new resource for customer experience design By Alison Williams 25 Nov 2014 Quiet Riots is a place for customers to express their issues about a product or a service and to get together in hope of changing the future of that experience The app could be a useful tool for brands which are serious about understanding and improving their customer experience Tags Mobile smart devices Consumer retail Why Quantified Self falls short for health tracking By Alison Williams 28 Aug 2014 Technology is fueling an obsession with collecting personal data But without insight and interpretation what does this data actually tell us beyond the basic facts such as distance or number of steps Tags Technology Data analytics Digital Summit Atlanta sketchnotes By Alison Williams 27 May 2014 We recently attended the Digital Summit in Atlanta here are sketchnotes we made summing

    Original URL path: http://www.foolproof.co.uk/thinking/?author=3046&authorName=Alison+Williams (2016-02-14)
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