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  • Consumer credit: here we go again
    example of how to explain a complex product in human terms Transparency the full cost of the loan and associated fees is clearly disclosed at the earliest stage of the process Early repayment customers are encouraged to repay early and don t suffer any financial penalty if they do This has been a persistent grumble since we first started doing user research on bank credit products in the early 2000 s 2 Offer good protection products Payment Protection Insurance PPI is a good idea which fulfils an important need for borrowers peace of mind The problem with PPI in the past was not the concept but the execution lenders offered terrible products in a highly pressurised sell often to people who could not substantially benefit from the product when they needed it As a result PPI repayments by UK banks have passed 8bn and most banks do not offer these products at all This isn t a good service to consumers who would benefit from protection Banks need to work out a way with the regulator if necessary to identify and serve this need for their customers even if they do not directly sell or profit from the protection product itself The UK banking industry s current stance on PPI looks like sulking This should stop 3 Targets and incentives Almost all of the problems of the credit crunch were created by poorly devised targets and incentives from the top to the bottom of financial institutions So how are you going to incentivise that tiger team you are building to sell 10 000 loans or cards in Q4 2014 Well the simplest answer is don t incentivise them Credit is a service that banks provide to their customers at certain moments in the customer relationship not a product to be sold Why would you create any incentive that could lead to a customer getting something they did not need or which could harm their wealth and security We probably have to accept that this kind of thinking is still a few years off ironic though that sounds But in the meantime there are some basic tenets around incentives which need to be in place Measure against long term as well as short term outcomes the volume and potential value of sales made today need to be balanced against other factors like customer satisfaction brand affinity product retention and loyalty Think about externalities long term outcomes should also be measured amongst customers who are offered a credit product but who do not borrow what effect is the selling of credit having on wider perceptions of the lender The way credit is sold does not only affect those who buy This is what economists call an externality a concept which is poorly understood in modern data driven marketing and which is largely responsible for the way financial brands are perceived in the world at present Pay incentives when long term outcomes have been realised the best solution is for incentives to be

    Original URL path: http://www.foolproof.co.uk/thinking/consumer-credit-here-we-go-again/ (2016-02-14)
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  • Android's weak gravity
    fieldwork I uncovered an interesting insight about ownership and intention of smartphone users as they move from their first to second to third phone The more smartphones a person has had the more likely they are to own an iPhone Contradicting a lot of the commentary and coverage of the Apple vs Android battle in 2013 this insight points to a movement in the market away from Android over time This short report shares research data which supports this finding and discusses some of the implications for the industry Download report Android s weak gravity PDF You can also follow the discussion on The Guardian website 0 1 8 4 Related content Here s a selection of other articles you may like from the frontiers of user experience or view all in Thinking The Android Engagement Paradox conclusions and implications By Foolproof Going Mobile By Foolproof iOS 7 and the UX of updates By Rob Sterry Brand marketing Mobile smart devices Philip Morton I help businesses create better products and services by putting customer insight at the heart of the design process In the last six years I ve worked with the likes of Sony PlayStation HSBC Sega Tesco and

    Original URL path: http://www.foolproof.co.uk/thinking/androids-weak-gravity/ (2016-02-14)
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  • The negative brand effect of ill-considered mobile updates
    to the it doesn t work anymore pile This should be a cause for concern for brands Take the recent iOS7 update According to Apple the number of devices running iOS 7 surpassed the number running iOS 6 after only three days With faster mobile OS adoption rates expected than previous OS updates what does this mean for companies and how their customers interact with their brand via a mobile app The bottom line Whether an app is free to download or not the publisher has invested a lot of time and effort in bringing it to market and acquiring valued customers If an app is not able to keep up with OS updates and maintain service levels customers will have to make a simple choice to 1 endure a break in service and wait for a fix 2 ditch the app and walk away Regardless of the choice the result is a negative brand experience and a negative impact on the bottom line Even worse publishers of subscription based apps can potentially lose a repeat and loyal customer for life Who s at fault here The app publisher Google or Apple The customer doesn t care So what is the solution Short term Assure customers an update will be live within a timeframe Keep them informed of your intentions Provide a refund to those paying customers that have paid for a service Do not ask customers to reinstall the old OS Do not send paying customers an obvious template email stating we are unable to refund subscription payments due to devices no longer being compatible after customers have made changes to their devices Long term For Google and Apple they need to remind customers about the potential impact updating the OS will have on certain apps They also need

    Original URL path: http://www.foolproof.co.uk/thinking/the-negative-brand-effect-of-ill-considered-mobile-updates/ (2016-02-14)
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  • of The Coca cola Company going against convention to challenge hard hitting issues providing real insights such as racial divides gender stereotypes and uniting warring nations through creative advertising Mildenhall stressed how The Coca Cola Company has put creativity at the forefront of its marketing agenda for 127 years with a commitment to creating value and making a long term difference wherever it does business He also shared the company s plans to continue to invest in creativity and producing outstanding work that really makes a difference and champions their belief in cultural leadership The presentation reminded me of the profound effect creativity can have to inspire real behavioral change especially when you put real people at the heart of what you do Real insight is truly invaluable and we see this in our own work every day Coca Cola is one example of a brand that continues to base creativity on capturing what real people are doing saying and feeling which in turn resonates with a much wider global audience time and time again View sketchnotes PDF opens in new window If you liked this post you may also like The secret to Butlins business transformation Service Design network

    Original URL path: http://www.foolproof.co.uk/thinking/the-coca-cola-company-and-creativity/ (2016-02-14)
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  • UX Strat 2013, what did we learn?
    learn something new about the customer experience they are delivering Journey maps are great but what if you re trying to convince C level executives of the benefits of UX as a strategic discipline Are they accessible and impactful as the basis of a dialogue with business leaders Customer journey maps are a useful tool and we use them frequently in our own work However I was a surprised that some other tools seemed to be missing from discussion In particular tools for telling stories about current user experience and also techniques for projecting a vision of the target user experience for customers Storytelling can be powerful In his workshop Tim Loo showed a five minute video which illustrated a poor customer experience from the user s perspective It s anecdotal telling one short story about one person s experience but it delivers a lot of information quickly and humanises the research It strikes me that UX strategists could be getting more buy in and support for their work if they made more human stories from the research and analysis that goes into journey mapping Design principles were another tool that didn t get a lot of focus at the conference Design principles are an excellent tool for documenting the target human outcomes of user experience These tie in really well with developing a vision of what good looks like and can set parameters for success without being too solution focused Persuasion by numbers is another technique that UX strategist need to consider Pamela Pavliscak from Change Sciences did a great talk on the importance of numbers in UX strategy Numbers can be really powerful when trying to communicate issues and reduce complexity quickly This principle is not new but Pamela s main point was that UX data is of little use until we connect it with other data or metrics that the rest of the organisation is tracking UX Strategy as business strategy If we as a UX community want to contribute to strategy at a senior level we need to understand what matters to our business peers We also need to be able to persuade those at the highest level who have little time and short blocks of attention that user experience is a major factor in the success of a business What it Means to be Strategic was a great talk given Nathan Shedroff who used a definition of UX Strategy which is aligned to that of business strategy He said that Strategy is a high level plan for action and that while usability is tactical it is experience that is strategic This quickly sparked the debate about who is supposed to make this happen In other words Who owns UX strategy which was the focus of the panel on day two This in turn led to debate about how to get a seat at the table how can a UX practitioner be at the level where they can influence decisions which will affect the company as

    Original URL path: http://www.foolproof.co.uk/thinking/ux-strat-2013,-what-did-we-learn/ (2016-02-14)
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  • Thinking | Foolproof
    Lenfestey 19 Jan 2012 The new EU Privacy Directive requires online services which make use of cookies or similar technologies to gain informed consent from consumers before they can use them on their website Our research suggests that the Directive could make the web less accessible for all Tags Brand marketing Consumer retail Customer experience measurement thinking beyond service By Tom Wood 11 Jan 2012 As marketing models have evolved customer experience measures are becoming more effective at predicting positive business outcomes than traditional methods This post suggests some customer experience measures that really count Tags Brand marketing Data analytics Q A Brand experience UX strategy By Tim Loo 04 Jan 2012 Following his webinar The Brand Experience Gap Tim Loo answers questions on brand experience UX strategy and creating cultural change in big organisations Tags Brand marketing UX strategy What should FMCG brands do with their websites By Tom Wood 09 Dec 2011 Although Facebook offers opportunities for richer forms of interaction than either digital advertising or a brand s own website have historically delivered FMCG brands need to consider the risks of making Facebook where they live online and consider a new future for brand websites in the marketing mix Tags Brand marketing Social media The latest thinking in CX By Peter Ballard 11 Jul 2011 Customer Experience is moving up the strategic agenda and now sits as a priority area for many executive boards This post looks at some of the latest thinking in customer experience Tags Brand marketing Three old chestnuts cracked By Tom Wood 06 Apr 2011 Most organisations have learnt that unleashing complex or commercially important design into the world without some form of user research is dangerous to both revenue and careers However as there are still people who question whether research has a place within design this article tackles some of their arguments Tags Brand marketing UX design thinking Shake up your business in a digital world By Foolproof 14 Mar 2011 Creative Disruption by Simon Waldman focuses on what needs to be done to shake up your business in a digital world It gives an interesting overview of the ever changing digital world and where he feels the key lessons are that should provide insights into future direction for organisations Tags Brand marketing UX design thinking I like cookies By Meriel Lenfestey 09 Mar 2011 A cookie is a text file which your browser can store to your computer that stores information about you or what you are doing which the website can access in the future This article looks at how cookies are useful and what website owners can do to conform to the new cookies legislation Tags Brand marketing My other job is an advertising manager By Peter Ballard 07 Feb 2011 The introduction of Facebook Deals challenges the thinking and approach of traditional advertising and could transform location based marketing forever Tags Brand marketing Social media Customer capitalism By Tom Wood 15 Mar 2010 Catching up with February

    Original URL path: http://www.foolproof.co.uk/thinking/?page=2&tag=Brand+%26+marketing (2016-02-14)
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  • The agency is not dead
    example Similarly the usability industry evolved It moved from being a tick box activity at the end of the product development lifecycle to turning into a strategic input into the design of user experiences and combining the power of user research design development and measurement Today we can see a handful of successful user experience design agencies that are continuing to grow and prosper of course there is Foolproof and to name few Clearleft Nile Webcredible Akendi Cyber duck There are many perspectives on the future of this industry The debate touched on which model is best in house teams bought in expertise freelancers or agencies I won t go into all of these arguments here but there are a number of benefits of working in or with an agency which I believe will continue to secure the future of the agency model OK I have to agree with my fellow panellists that some agencies will die But this will most likely be due to being bought growing too quickly or not responding to market conditions The advantages of working with an agency Regardless the demand is high for our expertise So why do I believe the agency isn t dead Because there are many advantages to working with an agency Broader perspective we work across sectors and in the digital world we know that your competitors don t just sit in your sector Multidisciplinary expertise we have a variety of skills and disciplines to draw upon ensuring you get the right team for the job strategy planning ethnography ergonomics psychology interaction design visual design product design service design analytics Team work we truly collaborate with you and your teams across the life cycle of a project Not only do you get to see first hand your work coming to life you also get to learn from experts in the field Insight not only can we uncover insight about your customers we also understand your competitor s customers We also invest in our own proprietary insight to understand the wider context The advantages of working for an agency If you re looking for a job in experience design there are also many benefits in working for an agency which will ensure the future of the agency Variety of work you will hear many advocates for agencyisdead try to squash this benefit Although you do get more variety client side or in start ups than ever before you still don t get the opportunity to work across different brands and explore a wide range of industries Working in an agency means you do get to this Skills development and knowledge sharing agencies attract a broad range of people from a variety of disciplines and they re all working across multiple sectors This allows for knowledge and skills sharing to help you grow and develop You also have the opportunity to delve deeper into topics with our proprietary insights Deeper business understanding is not just for client side some have also argued

    Original URL path: http://www.foolproof.co.uk/thinking/agency-is-not-dead/ (2016-02-14)
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  • TSB has designs on a better banking experience
    UX design psychology sociology and human computer interaction have never been more in demand by agencies and organisations seeking to gain competitive market differentiation Experience design XD as it is becoming known is an evolution of user experience design UX In the digital space UX has traditionally described the desired outcome a business wants to achieve for customers from using a product or service XD has taken this one step further and is a design practice focused on human outcomes particularly the level of engagement and satisfaction that the user derives from a product or service and the relevance of that experience to their needs and context The differences between XD and traditional design methods may appear subtle but they can be truly transformative XD takes people and human needs as the starting point Advocates of this process believe the benefits of starting with people rather than technology or aesthetics is that the end result is better aligned to the people who will be using it It is characterised by cycles of research and design iterating toward an end result that has been designed collaboratively with customers and business stakeholders Whilst it s hard to argue with this approach in practice many clients and design agencies still run design projects in isolation from real customers and genuine insight relying on instinct and subjective opinion to drive towards a solution When TSB hired Foolproof to lead the experience design process the job was to deliver a website that worked for customers but also supported the distinctive brand positioning of the newly emerging bank Designing the bank that s not like other banks Upon landing on the new TSB website the thing that strikes you first is that it doesn t look like a conventional banking website That s part of the intention TSB is a bank that s not like other banks putting the needs of customers at the heart of its business TSB needed a new digital experience to support this promise and reflect their position as a challenger bank But being different for its own sake is a risky business TSB knew they needed to create a new visual design which was distinct yet visually right for the customer At the same time providing a simple intuitive and very usable customer experience across all devices TSB followed an evidence based design strategy bringing customers the brand agency Joint London and the TSB digital team into the design process By following this co creation methodology the Bank has adopted a best practice approach to creating an experience that delivers a win win for TSB customers and the business In an experience design process designers and researchers work closely together though iterations of user research and design with the insight from research informing the next design iteration Early rounds of user research confirmed that people find it difficult to differentiate between banks and banking products They therefore have no reason to be loyal to their bank Banks are just somewhere to

    Original URL path: http://www.foolproof.co.uk/thinking/tsb-has-designs-on-a-better-banking-experience/ (2016-02-14)
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