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  • argue that in the era of service marketing the commonly used measures were flawed because they developed out of product manufacturing thinking Instead of measuring product attributes companies simply moved on to measuring service attributes But there s never been any agreement that these are predictive of long term value outcomes like loyalty advocacy and satisfaction If you aren t measuring the things that matter you don t fix the things that need fixing The measures that really count So what should we be measuring Measure the customer s assessment of value from their own point of view rather than against benchmarks or expectations because actually customers don t usually have meaningful expectations about service Measure value in use the extent to which customer s utilitarian and emotional goals are met This seems to be more predictive of long term satisfaction than checking whether a long list of product or service attributes are delivered Assess customer experience across time and across channels including the period immediately before they become a customer which is a big driver for perceived experience Watching a relatively small group of people closely over time may work better than trying to develop a view by amalgamating data from thousands of unconnected service episodes Validate with behavioural measures In other words measure long term outcomes through what people do rather than what they say they will do So should we stop measuring customer satisfaction with service events No it s clearly important that the service component of customer experience is measured and maintained But there s an argument that these measures alone aren t enough because customers telling you that your service is excellent doesn t reliably equate to long term value We saw this ourselves in our own OSS research into Insurance We never saw a correlation between people saying their insurance company offered good service or indeed a good product and their likelihood of renewing There are wider factors at play in the decision making process What factors of customer experience should we measure In their study Maklan and Klaus explored a number of factors and settled on four groups which seemed to be useful for predicting long term customer value outcomes Product experience In particular measures relating to customers feeling that a number of choices or product options available to them seem important Outcome focus factors which show the customer felt they would be better off buying or repeat buying from a company rather than shopping around There might be better offers out there but why bother when I know what I ll get from this company and it is straightforward Moments of truth factors which reflect courtesy and attentiveness as well as flexibility when things go wrong Peace of mind emotional factors about the perceived expertise of the company and the level of guidance the customer gets through a process Stop for a second and consider the amount of energy and focus that Amazon has always shown on these factors in their customer

    Original URL path: http://www.foolproof.co.uk/thinking/customer-experience-measurement-thinking-beyond-service/ (2016-02-14)
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  • Singapore About us Self service experience principles by Foolproof 05 Sep 2013 More consumers are turning to digital platforms that allow them to conveniently do it themselves Brands should grasp this opportunity and invest in a well designed self service experience that understands the needs of the user Brands should grasp this opportunity and invest in a well designed self service experience that understands the needs of the user In this presentation I ll provide you with the key principles that make a great self service experience alongside a number of best practice examples from different industries If you are having problems viewing this presentation try watching it here on Slideshare http www slideshare net Foolproof ux selfservice experience design principles 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 Ryanair s U turn on customer experience By Ed Walker Emotion in experience design By Meriel Lenfestey The when how and why of NFC By Anne Kehlet Bavngaard Nicole Harlow Samantha Yuen UX design practice 0 0 0 0 What do you think Leave your comment Please choose the triangle to prove

    Original URL path: http://www.foolproof.co.uk/thinking/self-service-experience-principles/ (2016-02-14)
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  • of introducing a new scientific technique into UX without formally explaining the process behind it This series for UX Matters will look at the impact this has had on forcing other practitioners and agencies to often unknowingly badly fit the new technique to the field Part 1 Eyetracking The first article focuses on eye tracking It starts by talking about how introducing a technique without releasing your methodology damages the industry and warps a client s perception of UX It covers how many agencies sell eyetracking as a core service and ultimately undermine any true value it has by implying it s the minimum standard for testing The article looks at the real value of eyetracking and explains why it s limited within our field and why the way our industry functions makes it hard to truly gain valid data Read the first article on Eyetracking in full on UX Matters 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 Don t strive for innovation strive for solutions By Rob Sterry UX Strategy and the Age of Alignment By Tim Loo UX

    Original URL path: http://www.foolproof.co.uk/thinking/user-experience-and-scientific-methods/ (2016-02-14)
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  • are generally held further away than a smartphone so even if the font size is technically the same across both it is perceived as being smaller on a device that is further away Different fonts will also read better at different sizes so there is no exact science for this When in doubt always have a minimum body copy size of 16px for breakpoints on tablet and below Viewport Width and Height CSS3 allows Typography to be set as a percentage of the viewport screen This allows for far more control than rems relative ems type measurement alone as it ensures that the relationship between the header and body copy are standard across every device rather than different font sizes at different breakpoints Although pixels should always be used as a back up for browsers that do not support CSS3 Content Hierarchy Hierarchy decides how a user reads content and scans through a page By differentiating one piece of text from another the user knows where to start and stop reading If the content is organized correctly the user can get to the information they want with ease On smartphone devices especially this is vital If a user has to scroll for what feels like forever to get to information chances are they wont try and find out anything else Viewport aspect ratio and device orientation A heading that fits perfectly on one line on a mobile device in landscape may take up too much vertical space when orientated portrait This aspect ratio issue can cause the user to have to scroll unnecessarily Consider this when applying Typography but other solutions such as adaptive mobile content could also be considered Pixel density This issue really only effects the thinner lighter fonts On high resolution displays thin fonts look great but

    Original URL path: http://www.foolproof.co.uk/thinking/design-for-a-responsive-reading-experience-think-typography-first/ (2016-02-14)
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  • two articles discussing the points to consider when designing for mobile for UX Booth Part One Information Architecture The first thing we need to understand about mobile design is that it s different and not just with regards to size The physicality and specifications of mobile devices impart different design affordances and requirements In this first article I look at The impact that touchscreens smaller displays and the fact our mobile s are always within constant access has on design Mobile devices have fundamentally changed user expectations and I discuss how important it is for designers to follow a user centred design process There are currently four popular mobile delivery methods I look at the main differences between them and the pros and cons of employing each Finally I look at the popular information architecture patterns available to designers Read Part 1 Information architecture Part Two Interaction Design Most modern mobile devices employ touch screens and we use them not only to view content but also to interact with that content Designers must consider ergonomics gestures transitions and finally mobile specific interaction patterns In this section I look at the ways users physically interact with this content This includes The way users hold a device and the requirements of the hit areas Both are important considerations when designing for mobile Gestures allow access to the dedicated functionality of the touch screen I look at how they differ across different mobile platforms Common interaction patterns improve navigation select content sign in out and negotiate forms I look at how these replace traditional menus and the pros and cons of each Read Part 2 Interaction design Look out for part 3 where I ll explore how the layout and visual design can support the information architecture and interactions to create a thoroughly

    Original URL path: http://www.foolproof.co.uk/thinking/designing-for-mobile/ (2016-02-14)
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  • advice from friends but who do they seek advice from even more Complete strangers Product reviews from unbiased parties including product photos and results can help users decide whether a product is truly for them Product reviews and user generated media help to clarify consideration points for users making them more trusting of site content and the overall brand Sephora below for example is extremely transparent with customers about reviews not sugar coating content for sales Users can upload photos of their make up purchases and skincare results to show others how great or poor a product is Results shown can even be filtered by user preference to match skin type tone and eye colour Anthropologie above customers feedback on their recent purchases to aid others in their decisions Product availability Product availability is a delicate balance between persuasion and information Too much information can deter a purchase or confuse users just enough can close the deal What if there s no product availability By understanding what the customer sought after alternatives must match that similar profile to maintain engagement Or alternatively offering a notification opt in for when the item is back in stock can lead to further messaging opportunities and customer engagement Some retailers will specify exactly how many units are left when a user views an item already in their cart This can be a gentle nudge that stock is running low Gilt for example shows how many other sizes have sold out completely my size is the only one left so I understand the item won t last long Other Stories below shows when stock is low for an item encouraging the customer to purchase before it s too late Additional real time data persuasion Gilt and Net a Porter have both recently launched live features

    Original URL path: http://www.foolproof.co.uk/thinking/how-to-turn-page-views-into-purchases/ (2016-02-14)
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  • follow her on Twitter and have based most of my past content strategy practise on her books and blogs She described the top ten things that the conference attendees have in common Well we re all wearing clothes number 3 but there were also some great content strategy basics Content strategy is a discipline that allows us to bring together all disciplines that are touched by content production UX designers visual designers developers marketers publishers editors and authors She also spoke about the need for an infrastructure and to consider not just what you are creating but why who for whom when and what next Kate Kiefer Lee Voice and Tone I loved Kate Kiefer Lee s presentation She works at MailChimp and spoke about the importance of voice and tone along with how they have created and used their content guidelines to manage how they write content internally There were some nice examples and it really highlighted the importance about how to speak to your customers differently for different types of content There is a big difference between writing and communicating Margot Bloomstein Whoa Nellie Content strategy for slow experiences Margot focused on developing user engagement through slow experiences Just because a process is long doesn t mean that it will feel long or feel frustrating delight your customers in the experience of waiting At Disney s Epcot Theme park they ve made queuing fun By providing interactive displays while customers are waiting in line they are kept in the moment engaged anticipating discovering and creating memories You can drive exploration and discovery through content and change the perception of time by developing your content well Control your editorial style content structure and design to engage your customers attention Melissa Rach Content Cash Melissa Rach talked about the economics of content strategy how do you sell it scope it and measure it Estimating the ROI on content can be tricky The cost to create and publish is relatively easy to determine but you have to make assumptions to determine the benefits Firstly you need to understand the type of benefit monetary sensory temporal opportunity psychological social or convenience then place a numerical value on it For example it may increase conversions due to behaviour change Decide what this benefit is and use your knowledge to guess the possible positive impact Valuing the potential gain against the possible risk can give you a very convincing argument for a piece of content work Matt Thompson Art of the quest Matt Thompson s presentation was very enjoyable He introduced how storytelling themes can apply to content creation and engage users long term into content It s suggested that there are only 7 basic plot types Matt Thompson focused on The Quest Quests can take us on an emotional journey we start with the quest object project goal and a protagonist the writer a third party or maybe the user and create content that follows the quest story This is a long term

    Original URL path: http://www.foolproof.co.uk/thinking/confab-london-2013/ (2016-02-14)
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  • me the second great benefit of an agile approach is having a self contained team with all the skills needed to create the product and the authority to make its own decisions This saves so much time and avoids so much frustration Many years ago I worked in an organisation that had separate teams of testers developers architects product managers analysts writers etc with all the delays back biting and brick throwing that you might expect Bringing all these people together into agile teams has been painful but ultimately incredibly rewarding And bringing UX people into the mix is painful but can bring the same rewards So UX specialists should join multi disciplinary teams centred on products rather than try to stay on the outside The product roadmap provides the big picture Common complaints about agile are the poor quality of the incoming stories or use cases and the lack of a clear vision to tie them all together In most of my jobs I was lucky enough to be able to maintain a longer term roadmap for my products And I saw the benefits this had for projects The product roadmap set out a clear vision for each new product or release What it would provide to the business and to our customers what it would contain what design principles would guide it etc So when it came to building a new feature while there was still detailed design work to do the purpose of the feature was clear and its place in the big picture was clear The roadmap also helped to drive through broad improvements to usability performance reliability etc If all you have is a backlog of functionality focussed stories important but longer term work too often gets squeezed out Lean development practices can also help as they put a clear product vision at the heart of the process They also encourage teams to tease out the assumptions that support the product vision and construct tests that prove or disprove those assumptions So UX specialists should push their way into the product planning process or push to create one if none exists This is where you get to do your customer research and concept design and where you get to create the big picture that carries through the project Agile does not mean no documentation The Agile Manifesto states that we have come to value Working software over comprehensive documentation I heartily agree with this When you are creating a software product or system documentation is a means to an end And working software is that end But somehow for some teams this has been warped into no documentation no specifications just code As well as leading to the lack of a big picture that I described earlier this also cuts the legs out from under the UX people on the team As Hannah Donovan said our superpower is visual storytelling If we can t draw concepts personas storyboards etc then how do we talk to

    Original URL path: http://www.foolproof.co.uk/thinking/why-agile-can-be-good-for-user-experience/ (2016-02-14)
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web-archive-uk.com, 2016-10-27