Peter W. Szabo on How to Deliver an Outstanding Digital Experience in 2015

#uxmnlHow to deliver outstanding digital experience in 2015?

The UX Banking Tour keynote speech byPeter W. Szabo

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ABOUT ME

•Hungarian, born in Transylvania

•Published a sci-fi novel in 2000

•UX evangelist living in London

• 7+ years in managing UX teams

•Head of User Experience at

Follow me on Twitter: @wszp

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MY #UX BLOG: KAIZEN-UX.COM

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SUMMARY

1. How do the World’s largest banks in fail in UX?

2. What’s Outstanding Digital Experience?

3. How to solve the problem?

4. How to create a UX strategy?

5. How to test?

6. How to make your boss happy?

7. How to deliver outstanding digital experience in 2015?

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1. HOW DO THE WORLD’S LARGEST BANKS IN FAIL IN UX?

The 10 biggest banks in the UK were tested, 87% of the users experienced at last one conversion killer. (Study by WhatUsersDo in Q4 2014, 100 participants.)

Compare this with: Nearly one in six homeowners applied for their current mortgage online (16%) and this is set to double, with 33% saying they are likely to apply for their next mortgage online, according to latest research from HSBC.

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LEAGUE TABLE

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TEST DESIGN FOR DEI

Answer to some questions on brand perception and first impressions of the homepages, including how much trust does the site give them

Explore the mortgage offers to buy a new home

Apply for a mortgage

State how they would improve the site

Net Promoter Score

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SCORE

1-4: High or Medium level issues; i.e. problems that blocked users from converting online or made their journey very complicated.

5-6: Low level issues, little nudges that they overcome without almost realizing.

7-8: Basic usability, users were able to use the page with no problems, nor positive highlights.

9-10: Positive highlights, where the journey goes beyond users’ expectations and they feel delighted.

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MORE RESULTS

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MORE RESULTS (THAT ARE ACTUALLY MEANINGFUL)

Banks are better at first impressions than actually making it easy to engage with them

Users get stuck on basic usability issues, easy to solve (for example: fields that don’t accept quantity with the comma as a divider)

Copywriting: understanding the jargon was the first big problem for first time buyers. The best experience in information areas came when users easily found an explanation of obscure terms.

Application forms were at best difficult or mildly annoying and at worse simply did not work

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NET PROMOTER SCORE

Difference between what people say and what they do

Users remember better the most recent interaction with the site

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2. WHAT’S OUTSTANDING DIGITAL EXPERIENCE?

User goals vs. business goals

Black Hat UX = business goals beat the users

(More on this: http://kaizen-ux.com/black-hat-ux/ )

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WHO DEFINES OUTSTANDING DIGITAL EXPERIENCE?

a. The HiPPOs

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WHO DEFINES OUTSTANDING DIGITAL EXPERIENCE?

a. The HiPPOs

b. UX experts / UX team

c. Head of User Experience / UX Director / CXO

d. The UX “literature” (books and blogs)

e. The users

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WHO DEFINES OUTSTANDING DIGITAL EXPERIENCE?

a. The HiPPOs

b. UX experts / UX team

c. Head of User Experience / UX Director / CXO

d. The UX “literature” (books and blogs)

e. The users

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3. HOW TO SOLVE THE PROBLEM?

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4. HOW TO CREATE A UX STRATEGY?

1. Previous test analysis drives the decisions(quantitative and qualitative research)

2. Persona based strategy (but don’t try to find the personas in real world – panel segmentation)

3. Attainable goals (under promise, over deliver)

4. Timeline (include padding)

5. Not cast into stone! (Go agile or go home.)

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5. HOW TO TEST?

1. Experience starts before they land and after they bought

2. In the moment (Capturing insight at the point of interaction)

3. Natural (Doing things, not reviewing)

4. Quant and Qual (Data does not answer Why?)

5. Sample size matters

THREE IS ENOUGH?

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HOW MANY USERS DOES IT TAKE TO CHANGE A LIGHT BULB?

63 if you want to be sure that 99.99966% of the light bulb changing issues are found (C=.25)

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HOW MANY USERS DOES IT TAKE TO CHANGE A LIGHT BULB?

12 if you want to be sure that 93.3% of the light bulb changing issues are found (C=.25)

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DIMINISHING RETURNS

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HOW MANY USERS DOES IT TAKE TO…

1. This is not your grandma’s 6σ

2. Where does the numbers come from?

3. Complexity?

4. Isn’t M{x', x", … } just a fancy way of saying: “Because I say so”?

5. How to get that many users in a lab? (Hint: you can’t)

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HOW MANY USERS DOES IT TAKE TO GO MULTIPLATFORM?

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6. HOW TO MAKE YOUR BOSS HAPPY?

1. User-centricity should be part of corporate culture

2. Different level of communication to different stakeholders

3. Fix conversion blockers first (high low severity issue prioritization)

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ISSUE SEVERITY: HIGH, MEDIUM AND LOW?

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+HOW TO INITIATE CHANGE

1. Get some videos (we can help with this)

2. Share them

3. Provoke discussion

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7. HOW TO DELIVER OUTSTANDING DIGITAL EXPERIENCE IN 2015?

1. User-centricty should be part of corporate culture

2.

3. Test driven user experience

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QUESTIONS?

Tweet your questions: #uxmnl @wszp