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  • writes with absolute conviction that businesses and brand must conquer customer experience to survive and thrive In competitive markets as supply outstrips consumer demand in a stagnating economy customer experience may be the only differentiator But as we know from hard experience most organisations aren t ready for this challenge We often talk to our clients about the brand experience gap and Mark s thoughts on the separation and distance between marketers who make the brand promise and the disparate business silos which deliver the brand experience has real resonance for me He s spot on about the challenge in raising the organisational commitment and investment in transforming customer experience and how marketers must be better at understanding the impact and business case for good experience UX strategy speaks to these very challenges and provides a framework for creating organisational buy in alignment focus and measurement We need to both inspiring and compelling businesses with both the vision and the business case to effect organisational change 0 0 0 1 Tim Loo I m the Strategy Director at Foolproof and head up our Experience Strategy practice I take a lead role when our clients are looking to formally create an

    Original URL path: http://www.foolproof.co.uk/thinking/customer-experience-the-new-marketing-battleground/ (2016-02-14)
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  • a response to what he sees as a broken management model for development which has its origins over a hundred years ago He argues very persuasively that the old industrial model of command control organisation and management which essentially separates decision making authority white collars from the making and doing blue collars is broken in digital markets making things from bits not atoms The command control model has created enormous value and prosperity in the industrial age but is now out moded where long term value will be driven by companies making products consumers love for what they are not what they cost The team members of the future are the no collars Effectiveness versus efficiency The idea that organisations need to shift the focus from cost reduction making things cheaper to being more effective creating better products and services seems intuitive and obvious but is at odds with how many big service based organisations and corporations organise and run their businesses The big challenge Alan speaks to the heart of where we see the next competitive advantage for business customer centred change Extending Alan s model of the balanced team for software development to how organisations build and manage and evolve their digital channels and customer interactions is the next competitive advantage The big challenge is creating the next generation of business leadership and management to develop new balanced teams inside organisations such as banks and government bodies Hopefully some of these future leaders and managers are sat around me in this room A great opening to UX London 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 Customer experience the new marketing battleground By Tim Loo Top 10 world changing

    Original URL path: http://www.foolproof.co.uk/thinking/from-ux-london-its-all-us/ (2016-02-14)
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  • must be reaching capacity Once again the origins of this problem are organisational problems big businesses like to create big business cases which in turn create big redesign projects The problem many organisations create for themselves is the separation of the business as usual team and the programme team Traditional organisations find it easier to separate and ring fence enhancement programmes and run them as big IT projects making them controlled but slow and inflexible They often lose sight of the target outcome focusing more on effort and outputs And they take too long Many of our clients are trapped by big legacy platform templates process which means that the big redesign is sometimes essential But we re seeing real success stories in fast and furious optimisation projects and the future feels like it requires innovation and fleet of footness in both programmes and business as usual 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 UX strategy at UX Brighton By Tim Loo Where s the win win in retail banking By Tom Wood Tim Loo UX Strategy and the Age

    Original URL path: http://www.foolproof.co.uk/thinking/more-ux-london-redesign-must-die/ (2016-02-14)
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  • year old web designer The client loved it You can probably guess how this project went The personas gave the agency carte blanche to pursue the creative driven approach they wanted The project didn t deliver the step change in commercial performance which everyone hoped for Bummer Don t get me wrong personas are a valuable tool in the experience designer s kitbag we often use them They can provide a consistent reference point for teams throughout the process about how high priority customers will respond to design decisions Problems arise when they are abused or badly used Abusing personas Classic Abuse 1 No insight In this scenario said personas had been developed without any reference to user insight to inform realistic needs preferences and mental models This is especially a problem if the creative director has already made their mind up about their approach and the research is simply a prop to sell it to the client I m often surprised how often digital design agencies do this I m staggered by how often their clients let them get away with it Classic Abuse 2 Thinking the client s segmentation data is insight Another classic problem we see arises where the client hands over their customer profiling and segmentation and the design agency simplify turns them into personas Using demographic data without any observational insights on actual customer behaviour can be fraught with danger Classic Abuse 3 Badly designed research Many agencies do actually try to deliver a discovery phase but the process often falls over because they don t have the expertise to design research or interpret findings from discovery research We ve been handed some totally unrealistic project timings by agencies which reflect a complete lack of interest or understanding about how to plan this phase appropriately

    Original URL path: http://www.foolproof.co.uk/thinking/digital-design-agencies-taking-the-u-out-of-ucd/ (2016-02-14)
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  • top up the card How much euro GBP should we top it up by What s that in Zloty Was it worth the hassle To be fair the promo girl did explain that using the card is more secure and cuts down on queue time and speed of the payment process Using the card at point of sale Design Principles Spell things out and keep the customer informed where they are in the process Keep messages simple and clear with timely feedback Being the only one in our group with a decent understanding of the benefits of NFC and contactless payment technologies I easily understood the whole proposition and the procedures to point of sale However observing the behaviour of our own and other football fans confirmed a general lack of understanding of what to do with the card which does not say much for its intuitiveness In most cases the caterer was handed the card by the fan customer to complete the transaction where in fact it would have been easier and more to the point quicker if the fan knew where to place the card themselves One fundamental flaw in the transaction process was that you weren t informed of your balance after every purchase I think we even got receipts but they didn t display the balance as one member of our group noted it to be incredibly stupid or incredibly sneaky Aside from that I can understand the system architecture was inherited based on use of mobile wallets where you can easily check the balance via your native phone application However this is in reality a throw away disposable credit card not a mobile wallet Check balance and top up How do I do this and where can I do it Design Principles Inform Reassure Help Checking your balance and topping up the card threw up a lot more questions than answers which is not a good sign We knew we needed to top up as we only had an opening balance of about 10 on the card and were told by a vendor we didn t have enough on the card to buy another drink So there we were left wondering how and where we could top up our cards No signs pointing to a top up kiosk were within our radar Absolutely pointless to aimlessly wander around a jam packed square so the best option was to go back to the main entrance to speak with one of the card promo girls Judging from her reaction I had a feeling I wasn t the only person who asked her this question She showed the options on the back of the welcoming letter which accompanied the card Luckily for me I kept mine This turned out to be a wise decision as it also had the card PIN number printed on it The others in our group threw theirs away which meant they could not redeem any unused credit I wonder how many others suffered

    Original URL path: http://www.foolproof.co.uk/thinking/the-ux-of-contactless-payment-systems/ (2016-02-14)
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  • easier to use 98 than credit or debit cards with 87 saying it was faster than paying by cash A resounding 100 said they d want to use the PayPass prepaid wristbands again to pay at other festivals concerts and sporting events Distributed to people in the VIP enclosure on a first come first served basis the PayPass prepaid wristbands were pre loaded with 30 To pay users simply had to tap their PayPass prepaid wristband on a specially equipped terminal removing the need to dip a card enter a PIN or provide a signature Amongst the benefits that festival goers cited for this technology is a reduced need to carry cash or wallet which means it feels safer than carrying cash and faster queues in the bars and food areas Hany Fam President of MasterCard UK Ireland said This project was really the first part of testing consumer acceptance of a truly cashless environment which has been much talked about in the festival world We look forward to extending the PayPass prepaid wristbands to provide access as well as payments at more festivals and events across the UK We have been working with Contactless Payment propositions for some time and it was great to see it go live in the field with this trial Regular festival goers were very excited about the wristbands found them extremely easy to use and could immediately see the benefits I think we ll see a lot less sleeping with cash at the bottom of sleeping bags in the future 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 Next Bank Asia Singapore By Keynes Yeo UX benchmark retail banking Singapore By Neil Pawley Khai Seng

    Original URL path: http://www.foolproof.co.uk/thinking/nfc-wristbands-enhance-the-festival-experience/ (2016-02-14)
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  • plus how we conducted the experiment in the Foolproof office over on The Drum s website But here s a sneaky peak From the pre selected top 5 ideas scamped up to the same standard each idea was given a score with the best getting 10 points and the worst just 1 And the results were pretty conclusive The boozers were found to be more productive coming up with 23 more ideas 59 in total over the 3 hour session The boozers also came up with better ideas with four out of the five top ideas amassing a score of 31 The sober team came up with four out of the five worst ideas with a score of 24 Is that it Well no we ll be finding out if users agree with our top judge s verdict in the coming weeks so stay tuned to find out how we get on To see the results in full and all the ideas have a look at this month s copy of The Drum Watch this video to find out more about the experiment 0 0 0 0 Related content Here s a selection of other articles you may like from

    Original URL path: http://www.foolproof.co.uk/thinking/2013/04/newtjudge-experiment,-the-results-are-in%E2%80%A6/ (2016-02-14)
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  • of entry to internet banking services and alleviates confusion with other homepage input fields such as the site search Through research we have noticed that existing internet banking customers tend to bookmark this page rather than accessing it via the site homepage Unlike the public site homepage the login page is a single guaranteed gateway to customers banking services While some banks may decide to omit targeted content from this page to aid clarity or provide less of a hard sell there are benefits to treating the login page as more of a dedicated customer homepage and addressing some of the typical homepage objectives in a different context I would like to focus on three objectives of a typical banking homepage that the login page can fulfil Provide quick access to internet banking services Market relevant and valuable products and services Communicate trustworthiness By definition all login pages fulfil the first of these roles but it surprises me that of a sample of 10 UK retail banks half do not use the login page to advertise products services and promotions that are specific to existing customers Marketing devices used on this page can be far more direct than the often competing messages of site homepages The bank can be seen to be authoritative and informative by catering for customers security awareness and surprisingly only 7 of the 10 sampled banks contain some kind of reassurance at this guaranteed point of login The security and safety of someone s finances is something deeply personal and a bank s awareness of this can be used to create a supportive and positive experience and differentiate it from its competitors Of course the login page is open to the same risk of overloading as the homepage The aim of the page is to make

    Original URL path: http://www.foolproof.co.uk/thinking/making-the-most-of-the-bank-login-page/ (2016-02-14)
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web-archive-uk.com, 2017-12-13