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  • to develop sites that works sympathetically with users However web users don t just sit at PC s anymore and the environmental context is becoming increasingly important for a site or app accessed from a mobile or tablet iPad Samsung galaxy tab Not considering the conditions in which a user might be accessing your site or app may be guaranteeing a site no one uses We use mobile phones and tablets in a variety of settings and these must be taken into consideration Making your mobile site small and fiddly will just frustrate users unable to use it while walking Long and involving processes simply won t be used on the bus tube to work since users see sites in this context as supplemental to their primary task and as such demand that site journeys are self paced and short so they can be managed against varying and unpredictable external conditions We recommend always considering the physical setting in which your site mobile site app will be used and tailor it appropriately It won t be too much longer before we re either setting up a research facility on buses or recruiting crowds to simulate some of the external conditions

    Original URL path: http://www.foolproof.co.uk/thinking/context-of-use/ (2016-02-14)
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  • look on eBay will find a number of offers to boost your facebook fan page gain friends or increase your twitter followers The going rate for a follower is less than 4 cents each This is possible only because teams of people trained in the fine art of social media work laboriously to gain friends This work has received criticism as many companies set up thousands of dummy accounts and use them to follow clients Those with more reputable tactics only promise 95 real followers There is a huge incentive to automate and systematise this process Building relationships with consumers socially in a fast cheap and automated way will appeal to many marketers However there is a dark side to this pending robot invasion Years of over advertising direct mailing and telemarketer abuse has left us all a bit brand sceptic Consumers report that they are less brand loyal and have a jaded view of company promises Social media can be used to start meaningful conversations with customers and used as a platform for collaboration and co creation It is so powerful purely because of the high levels of trust among the communities The introduction of bots running the main point of contact for a brand introduces a danger of mistrust Unless brands adopt a position of transparency social channels may become as mistrusted as cold calling Information doesn t remain secret in the world of the interwebs Companies need to look to the online world not as a marketing channel but as a new way of doing business If that model includes bots chatting to customers it may well work successfully But get it wrong and the damage to the brand will take years to recover from This is all just speculation at this point as these social bots

    Original URL path: http://www.foolproof.co.uk/thinking/do-you-have-robots-for-friends/ (2016-02-14)
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  • into the management of discussions Data the crown jewels of Facebook The responses and contributions of fans or group members who allow profile access can be analysed in real depth Access to profile data immediately means you don t need to ask the boring basic questions gender age location which typify the rather dull experience of completing a market research survey Beyond that analysing respondents social graph allows you to see patterns in response which simply aren t available in any other research context Ease of use both for the moderator and participant Facebook was designed so that anyone can create social interactions It also has language design and layout conventions which are universally known and understood Speed once you have a group established around a particular project or subject it s the work of a few minutes to mobilise a new enquiry or discussion However there are some problems or objections which need to be considered Targeting and recruiting respondents the viral approach to survey recruitment is risky will you hit a specified sample to a specific deadline Advertising seems to be a way around this but it can be expensive and difficult to manage Polling tools current polling apps are limited and Facebook recently took away profile access from its own house app after abuse by advertisers so there s nothing out there that allows rigorous research as well as access to respondents profile data Research survey style isn t suited to Facebook people don t come to Facebook to participate in research The precise wording and coding of a rigorous survey clashes with the informal style of Facebook and the fun seeking nature of its users Not private everyone is on Facebook so you have to conduct each study in the public gaze Facebook doesn t allow

    Original URL path: http://www.foolproof.co.uk/thinking/facebook-future-of-consumer-research/ (2016-02-14)
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  • a huge penetration of the online population Members are generally active the average user spends 55 minutes on Facebook each day UK membership has a skew towards younger users but this is broadly in line with the same general skew in internet usage Facebook members are older and wealthier than you might generally suppose and this trend continues every month because older users are the fastest growing group In short a very large proportion of the people that advertisers care about are already using Facebook regularly 2 Data Search advertising has proved to be potent and valuable because it targets people actively looking for products and services But apart from the search term itself advertisers learn very little about who is clicking unless they go on to buy Advertisers on Facebook get a wealth of information when people click through and can also learn a lot about the people who don t Advertisers that drive response into fan pages or apps that access the responder s profile enter a wonderland of data about their target audience more on this in future posts 3 They aren t even trying yet Facebook s initial campaign management platform is basic It s very laborious to micro target lots of different audience cells with lots of message combinations Facebook has no DoubleClick equivalent to help advertisers plan and optimise campaigns However a UK company Techlightenment has developed an optimisation platform which sits on top of Facebook s public tool pushing targeting up and costs down When tools like this are universal you won t see those funny little ads for perfect abs any more they will be shouldered aside in a new advertising gold rush by major brands The question isn t whether Facebook is going to become a major player in pay per

    Original URL path: http://www.foolproof.co.uk/thinking/facebook-future-of-digital-advertising/ (2016-02-14)
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  • more interactive the challenge is now to ensure that what is great about TV is not lost The flexibility of viewing and sheer volume content available has already proven hugely popular allowing a more personalised experience where views can watch what they want when they want to So I went to hear what Bill Scott Easel TV and Marc Goodchild BBC IPTV had to say at the recent Bristol Media Innovation Academy event IPTV YouView What s in it for us The most important consideration is to retain the serendipity and simplicity of the TV Consumer habits are slow to change and whilst over time people may get more used to interacting with their TV the default viewing mode is to sit back and watch The user experience is very different to the web on a PC Bill Scott Bill proposed a solution of suggested discovery replacing the linear broadcast schedule with a personalised suggested playlist generated using a combination of viewer and social trending data Rather than relying on search boxes and keyboards He also explained how the rise of online viewing may result in disintermediation of the broadcasters as advertisers pay content producers directly or third party aggregation services which enable users to bypass channels This reduction in the position of power of broadcasters could negatively impact on advertising revenue disrupting the whole commissioning model However Bill believes that the knowledge of their audience that Broadcasters possess and the resultant trust users place in the Brands channels to meet their entertainment needs will remain an important factor CTV will also mean that for the first time brands will be able to uniquely identify viewers When this is combined with the potential of CTV to provide a more personalised and engaging TV and advertising experience by drawing on valuable

    Original URL path: http://www.foolproof.co.uk/thinking/the-challenges-of-retaining-serendipity-and-simplicity-iptv-youview/ (2016-02-14)
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  • underlying issues are you fixing the problem or a symptom of the problem Nothing is more frustrating than realising halfway through that you have been solving the wrong problem all along To avoid this it is crucial to evaluate problems holistically and to seek to understand their root causes In fact if you define a problem in sufficient detail you will have often already found a solution to it That is why we advocate a user centred design approach We talk to real customers to build understanding of their motivations and needs and use the insight we gain to design elegant solutions that engage customers with our clients brands On a recent project the client asked us to design some brand new functionality for their ecommerce site No user research was planned upfront due to time constraints but we believed that understanding people s needs and motivations was crucial to coming up with a useful and usable solution We worked around the tight timeframes by doing some lightweight guerrilla research I read online discussion forums where customers of our client and of their competitors discussed their pain points and frustrations related to the given product category Analysing the emerging themes we realised the problem space was slightly more complex than we had thought and revealed a few motivations that we had not considered previously We then visually mapped all the motivations we uncovered and arranged them in order of importance Understanding the people allowed us to come up with four experience driven concepts beyond the purely functional These innovative original concepts would probably not have occurred to us if we had jumped straight into design without immersing ourselves in the problem space first and empathising with people s needs 0 0 0 0 Related content Here s a selection of

    Original URL path: http://www.foolproof.co.uk/thinking/define-the-problem-first/ (2016-02-14)
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  • is wrong with the current digital delivery of the product or service In stark contrast with workshops which require people to generate clever innovative and constructive new ideas this approach is a blast you ve never seen a wall fill up with Post Its so quickly But then by clustering these negative observations into related groups it s possible to see important themes emerge By flipping the negative to the positive the team can then go on to create meaningful design principles to guide the project forward into a more creative phase It seems counterintuitive that a creative process can start by focusing exclusively on the negative Yet some of our biggest and most imaginative design breakthroughs have come by doing exactly that We ve recently used this with one of the UK s largest insurers to re think their quote and buy process and left them with a very big bank of ideas to help them focus on the digital issues that customers really want them to address Come on let a little negativity into your project 0 3 0 0 Tom Wood I m one of the two founders of Foolproof Within projects I usually take a role

    Original URL path: http://www.foolproof.co.uk/thinking/foolproof-home-of-the-sh!tstorm/ (2016-02-14)
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  • have an approach to experience design which we call the 3Ts Think Test and Tune Think Customer Driven Innovation We bring together customers clients and their agency teams to co create the big ideas and new experiences Our rapid innovation process turns these ideas into pragmatic concepts that can be validated with customers and proven commercially The beauty of this process is that traditional blue sky thinking can be turned into practical applications in just a few short weeks and all ideas that emerge from the process are firmly rooted in a real customer need Test User Centred Design The benefits of UCD are well documented The risks and costs of developing new tools functions and content are minimised by validating the site architecture customer journeys and main areas of interaction with real customers at regular points in the design and build process Nowadays with online marketers being asked to deliver more online sales with static or lower marketing budgets the return on investment argument for UCD is compelling Tune Sales Process Optimisation You d be surprised just how many companies think that once a new part of their site is live that their work is done Such is the speed at which technology and competitors develop customer norms evolve quickly and it is easy to fall behind The more advanced companies adopt a programme of regular review on their most important sales processes They employ user experience testing multi variate testing and customer experience competitor benchmarking to ensure that site processes are fine tuned and in doing so ensure no sales opportunities are lost Always on customer collaboration Without doubt the companies that will enjoy continued success will be those that fully involve customers throughout their design and development processes and continue to take this approach to fine tuning

    Original URL path: http://www.foolproof.co.uk/thinking/how-customer-centred-is-your-organisation/ (2016-02-14)
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web-archive-uk.com, 2017-12-17