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  • goals and preferences of customers Multi channel isn t just an organisational or technological activity it s about aligning the way the company works with what customers want 2 The call for focus and restraint in programme scope The paper essentially argues that multi channel should start with getting one important customer journey absolutely right This can then become the platform for extending multi channel capabilities and building out the wider business case When IBM tell you that most multi channel programmes are too broad and ambitious it s worth sitting up and taking notice 2011 looks like it will be a year when many organisations start to get serious about multi channel IBM s paper is certainly one to put on the reading list 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 Christmas surge in click and collect points way toward multi channel future By Peter Ballard eBay importance of design for improving CX By Peter Ballard The digital multi channel challenge By Tim Loo Tom Wood I m one of the two founders of Foolproof Within projects I usually

    Original URL path: http://www.foolproof.co.uk/thinking/ibm-on-multichannel/ (2016-02-14)
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  • the power to survive preliminary evaluation and go on into later phases of development and investment 2 How do you decrease the number of bad ideas that are generated Again two broad factors here Insight does the team trying to generate ideas really have an intimate understanding of the customer and the marketplace you re targeting The simple answer to this is almost always no unless you have done some primary qualitative research It s one thing to know market size and metrics and have a plausible customer segmentation model and maybe even some spiffing looking personas so beloved of the design fraternity But it s very hard to develop valuable ideas unless you have a handle on the needs behaviours values expectations and frustrations of your target audience Focus if you don t clearly define your objectives before you start and agree the factors by which you will filter and prioritise all of the ideas then you re getting off on the wrong foot If the focus is tight and agreed by all then it s easy to whisk irrelevant ideas off into the long grass 3 How do you mitigate the risk of bad ideas within your project Simple share them with consumers as soon as possible By which I mean hours not days or weeks Our favourite way of working is to roll rough descriptions or visualisations of ideas into consumer research on the evening of their birth or at least within 24 hours This isn t primarily to get a definitive stop go call on individual ideas but to talk around them and identify potential problems or barriers to adoption as well as get input from customers about how to strengthen and develop what you ve come up with Early development research of this type stops

    Original URL path: http://www.foolproof.co.uk/thinking/is-there-such-a-thing-as-a-bad-idea/ (2016-02-14)
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  • we re using is to develop an Ideal Customer Journey This is a prototype of a user experience which is uncompromisingly aligned to customer needs and preferences and deliberately rides roughshod over current technical commercial and product constraints The principle is the same as developing a concept car The intention is not to create something which can immediately roll into production but instead it challenges the status quo and focuses the organisation on the need for change and the potential for innovation An Ideal Customer Journey creates a vision of the future and gets the organisation thinking and talking about ways to solve problems to serve customers So what s involved Insight you need a very deep understanding of your target customer your marketplace and your competitors in order to start the process What are the pain points for customers in the current experience Design principles Turn your understanding of customer needs into a set of precise and inspiring principles your design process will follow Ideas Use your design principles as the starting point for creative thinking Are there new ways to solve old problems Sketches Start to shape your ideal journey through concept descriptions and visualisations This is a good time to check back with customers through user research how well do they think you re doing against your design principles Prototype Produce a shiny working prototype to give your organisation a stirring maybe a tiny bit scary vision of how things could be Negotiate OK we can t build or support all of this today But actually there are some clever ideas here Maybe we should start working on some of this stuff straight away 0 0 0 0 Tom Wood I m one of the two founders of Foolproof Within projects I usually take a role both

    Original URL path: http://www.foolproof.co.uk/thinking/creating-the-ideal-customer-journey/ (2016-02-14)
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  • Thinking | Foolproof
    internal and external transformation of the business Tags Travel leisure Can design be both intuitive and innovative By Jan Srutek 04 Nov 2013 This post explores the role of the familiar in helping users embrace innovative new products and services Tags UX design thinking Bridging the experience gap By Foolproof 30 Oct 2013 Where do the business goals of banks overlap with the personal needs of their customers In this webinar Tom Wood and Tim Loo share their conclusions drawn from thousands of hours of Qualitative research with banking customers Tags Financial services UX strategy It s alive The new Foolproof site By Peter Ballard 24 Oct 2013 Those of you who know Foolproof of old will have noticed that we have a brand new website and a whole new visual identity too Tags Foolproof news Redesigning business culture and thinking around the customer By Tim Loo 21 Oct 2013 This post contains Tim Loo s slideshare presentation from UX Strat 13 where he discussed the challenges and opportunities for UX strategists in redesigning organisational attitudes and thinking around the customer Tags Brand marketing Experience design UX strategy User centred design agile By Lauren Coleman 17 Oct 2013 A recent UXPA event focused on agile UX and the benefits and rewards this process can have Tags UX design practice UX Strategy The Brand Experience Gap By Foolproof 16 Oct 2013 How in an increasingly complex and digitally centric world consumers are quickly evolving their thinking and behaviour but businesses are struggling to keep up Tags Brand marketing UX strategy Do lab conditions bias results By Foolproof 04 Oct 2013 Here s a paper which sheds some light on the important question of do labs bias results Tags UX design practice iOS 7 and the UX of updates By Rob Sterry 02 Oct 2013 The launch of iOS 7 highlights some of the user experience problems created by introducing an update Tags Mobile smart devices UX design thinking Making agile the friend of experience design By Rob Gillham 17 Sep 2013 If UX is to create positive outcomes for complex software projects engagement with approaches like Agile is a necessity Here are four suggestions for making agile the friend of experience design Tags UX design practice Customer experience for competitive advantage By Foolproof 16 Sep 2013 Another prescient classic from 2009 It looks like the world is catching up on this one now Tags Brand marketing UX design thinking 7 day bank switching could fall flat By Peter Ballard 16 Sep 2013 The current account switching service promises to make it easier for customers to switch banks This post addresses whether this new service will have a measurable impact Tags Brand marketing Financial services Going Mobile Understanding Winning the Mobile Consumer By Foolproof 10 Sep 2013 An introduction to today s mobile consumers and the implications for businesses competing for first place in the fast changing mobile space Tags Mobile smart devices Consumer behaviour Smart meters By Foolproof 06 Sep 2013

    Original URL path: http://www.foolproof.co.uk/thinking/?page=5 (2016-02-14)
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  • look at the annoying frequency of Farmville and Mafia wars updates on your Facebook feed to know that Vincent is on to something Gaming behaviour encourages and rewards discovery and learning It inspires social interaction and actively encourages the collection and sharing of rewards All of these things are deeply rooted in human nature Gaming is a way of meeting these primal needs in a virtual world As human beings we are basically pre programmed to be nice We give gifts and expect to receive gifts back Reciprocity is a fundamental part of being a human Because so much of our interaction with other humans has moved onto a virtual basis acts of kindness are an important part of the interaction we have online And games are big business Zynga who own 6 of the top 10 games on Facebook is expected to make 450m in revenue this year and the total market for selling virtual goods to game players is estimated at 1 6 billion But can it extend beyond games Will brands learn to be more sophisticated in their understanding of how gaming mechanics and the importance of acts of kindness can influence our behaviour In a world where customer attention is a scarce and valuable commodity smarter brands will find ways to offer new ways to collect rewards and loyalty points These will increasingly be linked to acts of kindness Whether it is using points to make donations to charities earning gifts for friends or sharing points with others to earn group rewards our instincts for engaging in acts of kindness will be cleverly exploited And we won t just be rewarded for buying stuff We will increasingly be rewarded with these tokens of kindness for spending our precious time engaging with sales and educational content writing

    Original URL path: http://www.foolproof.co.uk/thinking/kindness-is-the-killer-app/ (2016-02-14)
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  • the window When it comes to mobile it s like we re back in the dark days of 1999 when a similar cry from the board was bring me a website However the mobile app environment is a very different world to that of the early web and the need for a good customer experience is hard wired into the browsing The vast majority of mobile apps are iPhone apps which are distributed by iTunes This environment places customer ratings and reviews at the heart of the store The best rated apps get promoted The lowest rated apps quickly disappear from view along with any brand or revenue aspirations And customers know their stuff It doesn t matter if it s free or paid for the public is quick to voice criticism and vote with their feet Yes this acts as good feedback and fuels enhancements for the next release but can your brand really afford to do all that learning in public So many of today s apps could have been improved or delivered right first time if the basic principles of user centred design had been applied and the main interactions tested with real users prior to rushing it out on iTunes The principles are the same as designing a new website Does this meet a genuine customer need Do we understand the context in which this app will be used Is the interface simple and easy to use Testing this stuff is easy and there s specialist kit to make this easier still Ensuring that your mobile site and app development embraces a few simple principles of validating with customers will go a long way to avoiding an awkward conversation with the board because although they may have said Get me an App you can be pretty

    Original URL path: http://www.foolproof.co.uk/thinking/i-didnt-ask-for-a-one-star-app/ (2016-02-14)
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  • apps perspective as a birthday present to replace a broken iPod and within just a few short weeks I have been totally convinced of two things 1 The display resolution and touch screen interface are perfectly suited to delivering a broader range of content and data than I previously thought possible 2 It fills a third space where I can use my iTouch when a laptop isn t suitable It s easy to see that with this sort of device I can complete tasks in the minutes I have to spare during the day rather than encroaching on precious at home time such as looking for a present for Dad s birthday booking next week s hotel and train renewing my car insurance And App developers appear to be responding to the challenge too Take TheTrainline app an app version of the train timetable and ticket booking website that is easier quicker and more intuitive than the site The developers have clearly been challenged by the smaller screen size but have come up with smart solutions and have also utilised the technology available Station look ups and journey planning is simpler on the app and by using GPS data it is able to calculate the route and train times required to get me home from my current location at any time Needing to look up a train and sitting with my laptop and iTouch in front of me I d use the iTouch every time With this in mind I recently went looking for an app that would allow me to get a few comparison quotes for my car insurance Filling a bit of commuting time with this rather dull but necessary task seemed like ideal app territory Sadly there is no Moneysupermarket or GoCompare app yet but I did

    Original URL path: http://www.foolproof.co.uk/thinking/mobile-apps-are-here-to-stay/ (2016-02-14)
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  • solution in the most time and cost efficient manner Evidence I have seen would suggest that a number of projects in the agile framework are taking longer to deliver and proving more costly as sprints are essentially being repeated to incorporate fixes that were discovered too far down the line and too late in the thought process The need for speed calls for the delivery of tasks in parallel In my experience that can often mean it s not until the end of the process that components are stitched together making for a fractured inconsistent user experience From a programme management point of view it can be an effective approach for delivering swiftly but from a user experience perspective it brings a risk of needing to go back and fix after the event Every major agile project must have a clear vision for the end game and from the customer s perspective To this end it is vital that a sprint is included which gives the overview of the whole experience and is the constant reference point for all teams working in their own sprints My other observation is that a UX specialist or IA is needed in most sprints pushing up the headcount and lapsed time for each sprint Even then there is a risk of inconsistency from an experience design perspective Agile s benefits are too great to ignore in some contexts but it does need careful thought and consideration across all aspects of design Some tips on what might make your agile approach more successful would be Identify at the outset if agile is right for your organisation and the project the waterfall approach may actually be what you need or try taking a look at Eric Ries The Lean Startup for a more ruthlessly customer focused

    Original URL path: http://www.foolproof.co.uk/thinking/%28fr%29agile/ (2016-02-14)
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web-archive-uk.com, 2018-02-24