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  • They were led by IT teams who had been tinkering with the idea of online quote and buy processes as a back room hobby project The basic approach was to sling the question set which had been developed for call centre IT platforms onto the web little was done to refine questions into consumer language or to develop online help resources Little or no user research or usability testing was conducted It was assumed that only a very low volume of daring and web savvy consumers would even try to buy online let alone succeed When a 10 or 15 discount for buying online was introduced word spread fast amongst consumers and sales started to grow to significant levels This last point is really important when a substantial financial incentive was created for users to engage with a poorly conceived and executed user experience the incentive tipped the balance and generated sales volume The next chapter is tiresomely obvious Flushed with unexpected success the industry reacted by pursuing price as the most important competitive factor online leading to a ten year spiral down into the bind the UK industry now finds itself in What no one did for a good few years after these initial ecommerce offerings was take a long hard look at the user experience And by the time they did received wisdom dictated exactly what sort of experience online shoppers preferred or more accurately had come to expect Our user experience archaeology was fascinating It helped us understand the origins of the experience model that prevails today basically a long boring data entry exercise with little in the way of help or support finished off with a confusing quote result page and a high pressure sell for additional covers Let s hope our new grasp of history

    Original URL path: http://www.foolproof.co.uk/thinking/user-experience-archaeology/ (2016-02-14)
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  • of this social and TV intertwined experience Driving participation through simultaneous experiences Broadcasters and content providers recognise that by delivering simultaneous experiences through second or multi screen interactions they can drive brand engagement The most successful examples of these to date use game play techniques such as reward competition and immersion and offer users the opportunity to broadcast opinion scores votes and brand affinity into the social sphere Channel 4 s Million Drop and Heineken s Star Player App are well referenced two screen experiences however as we move in 2012 the focus for multi channel broadcasters will be to replicate the success of these within different programme genres Our research in this area indicates that certain genres of programming may require a different tact to game play interactions Genres that lend themselves to a lean back TV viewing experience such as drama for example may generate better engagement through using multiple screens to build knowledge around the programme actors and storylines This is with the intension of encouraging viewers to participate and deepen their affinity with the brand Future experiences need to empower users with choice Influence is a key facet for consumers in their quest for control When influence is considered in light of multi screen viewing we can see a future where users can not only affect the content that sits around the show but can influence the live broadcast itself and the viewing behaviour of social peers Device proliferation also opens the door to this type of complementary experience where essentially users are able to control the content on one platform via another i e mobile device interactions may influence the live show broadcast This is where choice starts to become an essential design principle too Complementary viewing paves the way for aspects of non live

    Original URL path: http://www.foolproof.co.uk/thinking/tv-in-pursuit-of-effortless-multi-screen-viewing/ (2016-02-14)
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  • and find out what style suits them best Another notable example comes from Apple s App Store which offers a lite pared down version of a number of apps in its Try before you buy section 2 Tell them what others think Customers value word of mouth and look for customer reviews and ratings before making a purchase They are also interested in knowing what other people have bought The widespread use of social media presents an opportunity for retailers to include this functionality and persuade customers to complete the purchase Also social media can encourage engagement with the brand beyond the shopping experience Provide high quality content Keep your site up to date with high quality relevant content generated by your company but also expert customers This can help build authority and trust in your brand Help customers share experiences Providing a space for customers to share their experiences with others can foster advocacy and ultimately improve customer retention Who does this well Amazon provides customer ratings and reviews for each of their products to empower customers to make a decision They also provide a list of items that others have bought after viewing an item Topshop has a very strong social media presence their Facebook Twitter and YouTube pages are frequently updated with content from internal staff designers as well as customers Style tips exclusive offers and campaigns encourage customers to follow the brand 3 Provide clear delivery and returns policy Customers want to know about delivery and returns before committing to purchase so make it clear and easy to find Provide information at key shopping journey points E g homepage and product pages Make returns easy Allow customers to return unwanted items without much hassle and ideally for free Communicate this in your website to encourage purchase Who does this well The online fashion store ASOS provides a clear message just below the navigation and more detailed information within their product pages where customers most need to know about delivery and returns 4 Help customers move across channels Customers shop in different ways Some may browse online but prefer to buy in store where they can try an item on Others cannot find the right size of a product in store and go online to buy it Provide reservation functionality Make it easy for users to reserve online and then collect in their local store If clothing allow them to reserve more than one size Make sure that their details can be easily and quickly retrieved in store Provide stock availability information Allow customers to easily check if an item is in or out of stock Who does this well M S Shop Your Way allow customers to initiate their experience on one channel store online mobile web or phone and seamlessly move to another one when they want Importantly M S also makes sure to remember their customers and retrieve their details whichever channel they are using 5 Give them a reason to choose you If

    Original URL path: http://www.foolproof.co.uk/thinking/how-to-improve-the-online-shopping-experience/ (2016-02-14)
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  • 75 good for 75 of users It withstood the initial barrage of applications with only minor availability issues but fell short of creating a real Olympic experience The ballot system for application is a really good idea It creates a six week window for thinking planning and applying But what the site doesn t provide is rich information resources to allow you to make the most of this Also the messages on the site don t draw attention to the fact that you ve got the ability to chop and change your application right up until the 26th April Read the full review 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 Domino s invests in digital experience By Foolproof London olympics 2012 are you ready By Foolproof Improving UX creativity innovation quality of life By Lauren Coleman Consumer retail Tom Wood I m one of the two founders of Foolproof Within projects I usually take a role both in planning our approach and in the generative phases of design I m also active in gathering client and customer needs into the

    Original URL path: http://www.foolproof.co.uk/thinking/london-2012-ticketing-opens-for-application/ (2016-02-14)
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  • thinking a lot about the UX skillset and how broad it really is It also reminded me of our last event Profiling the Perfect UX Practitioner and how Jason Mesuts wonderful dissection of the UX skillset really rang true Here s a summary of some of the areas we covered Analytical thinking guess the UX method from cryptic clues sketched up by Foolproof s very own Lauren Coleman try these answers at the end Intuition the ever popular guess the wireframe was back together with some other tests of instinct and intuition guess the eye track and which test won UX Geek factor ability to unravel anagrams of famous UXers and designers and identify famous UX quotes Try these answers at the end Darn On old man Jove s best Hunk saw niceness Tech savviness awareness of emergent products and technologies Psychologist extraordinaire from Pavlov s dogs to the golden ratio and Gestalt principles Social animal questions on sociocultural trends and social media Did you know more people in the world now own a mobile phone than a toothbrush Competitive edge match the sponsor to the catchphrase People did unanimously badly at this round hopefully not a testimony to the effectiveness of our industry s brand messaging Design guru a creative challenge round where teams were given brown paper string Post it notes balloons and clothes pegs to create an incredible user experience We saw some fantastic creations Oozing charisma teams had to pitch their designs to the room Well rounded thrown in for good measure was some general knowledge including a round on the recent Olympics quite possibly the best user experience London has ever had aside from the ticketing website Light hearted finally there was a bit of gratuitous fun with rock paper scissors heads or tails and

    Original URL path: http://www.foolproof.co.uk/thinking/uk-uxpa-annual-pub-quiz/ (2016-02-14)
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  • Why market segmentation is not the same as personas
    statistical data and percentages from a segmentation study The number of segments identified and what percentage of the overall target market they represent A summary of each segment and their characteristics again this would be in data and percentage format with some supporting verbatim comments collected during the survey Segmentation is a powerful research output but it does not delve into personal stories goals or motivations It does not provide rich insight into user experiences journeys and pain points along the way Unlike personas it is not a design tool Personas as a design tool Personas also represent groups of real users or customers but their use is quite different Personas are fictional characters but based upon robust research with real people designed to represent a group of people with similar values around the use of a product or service Their purpose is to encourage design for real people with real needs not just generic and faceless users End users cannot be available to design teams 24 7 however detailed character stories in the form of personas ensure that a realistic view of end users is kept in mind at all times Where segmentation seeks to identify and measure the size of different groups at a high level personas are devised to provide a rich understanding of the user context needs motivations behaviour and the associated design challenges opportunities Personas are typically informed by research techniques such as in context one to one interviews with anywhere from 12 to 30 interviews depending upon complexity These interviews are designed to elicit detailed feedback about user behaviours attitudes and environments rather than higher level ratings from a very large group as with segmentation Once created personas may be validated by recruiting and interviewing three to six individuals for each persona Personas are

    Original URL path: http://www.foolproof.co.uk/thinking/why-market-segmentation-is-not-the-same-as-personas/ (2016-02-14)
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  • Thinking | Foolproof
    By Foolproof 24 Jan 2011 Given the desire of companies to promote to social communities it isn t very surprising that Gartner has predicted that by 2015 10 of our online friends will be robots As companies seek to boost followers there is a huge incentive to automate and systematise this process Tags Social media Context of use By Foolproof 06 Jan 2011 A large component of what we do at Foolproof is understanding the context of a site This includes the psychological context i e the assumptions expectations and needs a user has before arriving at a site and the environmental context i e physically where the site will be used Tags Mobile smart devices The app store ratings system By Foolproof 06 Dec 2010 How credible and trustworthy are App store ratings As the ratings system is a key part of the app store customers need to be able to trust that these ratings are a true reflection of the experience of the customers and are not in some way skewed by the developers to make their app look better Tags Mobile smart devices Site development in days not months By Foolproof 23 Aug 2010 RITE testing or Rapid Iterative Testing and Evaluation deployed in the right circumstances could save you considerable time on site development Here s how Tags UX design practice Credit cards top tips for online servicing By Foolproof 17 Jun 2010 A recent review of the credit card marketplace confirmed that there is very little differentiation between providers and their products This post includes 5 differentiating servicing functions and attributes that providers should be investing in Tags Financial services How to write and sell online By Foolproof 07 May 2010 When visiting a website the user s lasting impressions are affected largely by how

    Original URL path: http://www.foolproof.co.uk/thinking/?page=4&author=Foolproof (2016-02-14)
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  • Experience design agency: global product and service design company | Foolproof
    list See more of our work Evidence based design By understanding the outcomes our clients and their customers want we design experiences that are commercially effective and a pleasure to use The win win We are organised around four practices Foolproof is home to some of the world s most talented people in the field of user experience They come from a wide range of disciplines It means we look at design problems differently and solve them in original ways Strategy planning Research Design Creative technology We re curious about how the world is changing We watch and listen carefully so that we can understand how technology is influencing human behaviour We share fresh thinking about what we find almost every day What s your company s method By Tom Wood New behaviours connection and detachment By Orla Hennessy Mobile tapping in the wild research By Foolproof Start a conversation Give us a brief Get more information Request meeting Something else Please be sure to complete all questions with a Your name Please choose the triangle to prove you are human Brief us Please be sure to complete all questions with a Your name Please choose the triangle to prove

    Original URL path: http://www.foolproof.co.uk/%5C (2016-02-14)
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