Recently, Optimal Usability were asked to distil learning from research and design projects with 180 clients across 18 industries and present the most important online trends that are emerging here and overseas. It was a daunting challenge, and they’d love to share with you what they found out. Join NZIM and Trent Mankelow for lunch to learn: *The three key attributes of world-class organisations, using local and overseas examples from a number of industries * How new devices are going to affect future experiences * Why the chief economist at Google thinks that statisticians are sexy * What swearing, fairies, and dinosaurs have to do with a good customer experience * Why design is not the same as aesthetics * What you can do to join to fight for great online experiences in NZ

1. How to Create Online
Experiences That People
LOVE
Trent Mankelow
Optimal Usability
Photo from http://www.flickr.com/photos/jamesclay/2264414513/

2. 2

6. 6

11. How can you create an online
experience that people love?

12. World-class companies focus
on three things
Service
Design
Data

13. Case Study 1. Service

14. “That was the best customer
service I have ever had.”

15. Photo from http://scott-allison.net/2009/12/08/culture-at-zappos-and-how-everyone-benefits/

16. New employees are
offered $2,000 to quit

17. 97%
turn it
down

18. “It's best to know early on if
an employee doesn't buy
into the vision or the
culture, it just makes
economic sense.”
- Tony Hsieh, Zappos CEO

20. X 1,000,000,000

21. Zappos is a service company
that happens to sell shoes

22. “Don't be surprised if in 20
years we're running an
airline.”
- Tony Hsieh, Zappos CEO

23. World-class companies focus on
Service

24. Source: http://blogs.forrester.com/brian_walker/11-03-11-welcome_to_the_era_of_agile_commerce

25. World-class companies
explicitly design the ENTIRE
experience: across interactions
and across channels

26. "We think the telephone
remains one of the greatest
brand inventions ever.
Where else can you get
customers' undivided
attention today?"
- Tony Hsieh, Zappos CEO
Quote from http://www.tampabay.com/news/business/retail/zappos-ceo-thinks-online-customer-service-is-essential-to-survival/1128880
Photo from http://bondcreative.files.wordpress.com/2009/03/zappos-tony-ceo-shoes.jpg

30. Case Study 2. Design

31. “As a discussion about design
grows longer, the probability
of using Apple as an exemplar
approaches one”
(With apologies to Adaptive Path and Mike Godwin)

32. Apple have a fanatical focus on
elegant, emotional design

33. They throw away 90% of
the work they do

34. Design is infused
throughout the
customer
journey

38. World-class companies focus on
Design

39. Design ≠ Aesthetics

40. “Design’s power runs far deeper
than aesthetics.... If you are
mapping out a sales strategy, or
streamlining a manufacturing
operation, or crafting a new
system for innovating you are
engaged in the practice of
design”
- Bill Breen, Masters of Design, 2004

41. Good design = Simple
Good design = Personable
Good design = Attractive

42. World-class companies
simplify
simplify
simplify

47. The most
popular
spot on
the Xero
home
page?
‘Try for
free’

51. “In the everyday world, we want
to get on with the important
things in life, not spend our time
in deep thought attempting to
open a can of food or dial a
telephone number.” - Don
Norman

52. “My buddy Russ and I were
talking one day. ‘What the
fuck should I make for
dinner?’ I queried. That's the
genesis for this website.”

53. 53

54. 54

55. 55

56. 56

58. World-class companies have
personality

59. 59

61. 61

66. World-class companies are
attractive

67. If someone is physically
attractive, people tend
to assume they also
have a host of
admirable qualities,
such as intelligence and
honesty.
- B.J. Fogg

68. Teachers presume that good-looking
children are more intelligent than their
less attractive classmates

69. A visually appealing
website is seen as more
credible

70. Research participants remembered
more than 2,500 pictures with 90%
accuracy

75. Case Study 3. Data
75

76. "Quicken is not
quick, there's got
to be a better way
to do this.”
– Aaron Patzer, CEO and
founder

77. 77

78. Mint even warns you when your bank
charges fees!
78

79. Mint focuses on helping
individual users make sense of
their own data

80. The next level of insight is in
comparing ourselves with
others like us

81. 2,000,000 users
2 years
$2,000,000 marketing

82. World-class companies focus on
Data

83. Dopamine Sex
makes us
seek
Information??
Food

84. “I keep saying that the sexy job in
the next 10 years will be
statisticians. I’m not kidding.”
- Hal Varian, chief economist at Google

85. World-class companies
provide tools to help
customers understand their
own data

94. World-class companies focus
on three things
Service
Design
Data

95. A final point - Devices
Mobile
Location-aware
Touch-enabled
Context-aware

96. Mobile

97. Location-aware

98. Touch-enabled

99. Context-aware

100. In conclusion

101. What?
So what?
Now what?

102. 102

103. Read

104. Play

105. Show

107. Questions?
trent@optimalusability.com
(021) 389-494
@trentmankelow
@OptimalNZ
Sign up to our newsletter at www.optimalusability.com!