4. How we’re structured.
Founded in 1999
Full-service digital agency within Interpublic Group
550 employees
London.
Portland.
San Francisco. Brooklyn.
Los Angeles.
Rio de Janeiro.
5. AdAge A-List for 2012
Top ten agencies as ranked by AdAge, across all marketing disciplines.
Social media agency of the year
2011 and 2012 by OMMA / MediaPost.
Most innovative agency
for 2012 by Digiday and One of Five for 2011 by Mashable.
6. Clients.
New York. Los Angeles. London.
American Express Newell Rubbermaid Cellular South / C-Spire British Airways
Barneys New York Nutrisystem Dell BBC
Comcast PepsiCo National Geographic Diageo
Four Seasons Pizza Hut News Corporation IKEA
GE Capital Reckitt Benckiser Pacific Life Landmark Group
L’Oréal Group Royal Caribbean Cruises Unilever
Portland.
Lowe’s Target
Nike
MTV Networks Time Warner Rio de Janeiro.
Nestlé Waters Verisign San Francisco. Abril
Samsung Vale
7. In the next 90 minutes:
1. Whom to listen to, and how
2. Construct a digital user
experience
3. Make it better and better
16. Visit them. Follow them around.
Ethnographic studies let you understand how your audience uses
technology on a daily basis:
• Equipment set up
• Context
• Savvy
• Time spent in digital
• Shadowing
• In home visits
18. Look outside the box.
To discover true opportunities, find out:
• What else are they interested in?
• What digital tools do they use daily?
• What digital products are they love? Why?
Find the commonalities to inspire
and shape your product.
Opportunity
Direct
competition
19. Get to know them, summarize
them, utilize them.
20. Know your user s’ digital habits.
Redesign of UnderArmour.com.
28. The no. 1 goal
The basis of your business the reason for users to come.
29. In addition to the top goal…
Top priority. The basis of your
business, must be fulfilled.
30. … supporting goals can help
differentiate…
Top priority. The basis of your
business, must be fulfilled.
Secondary goal, supports top
priority, could be key differentiator.
2
31. … and further define the product.
Top priority. The basis of your
business, must be fulfilled.
Secondary goal, supports top
priority, could be key differentiator.
2
3 Supports first and second goal, also
necessary to succeed.
32.
33. Feat
ure Capa
Idea
bility
Feat Feat
ure ure
Feat Feat
ure ure
Capa Capa
bility bility
Feat
Idea
ure
Idea Feat
Feat ure
ure
34. Prioritize. Map back to goal. Define.
Feat Doesn’t support any
ure
Idea
Capa use case
bility
Will distract from Feat Feat
main goal ure ure
Similar to other Feat Feat Doesn’t support
feature ure ure a KPI
Capa Capa
bility bility
Feat
Idea
ure Great idea - for a
different goal
Idea Feat
Feat ure
ure
Nice to have, but not necessary
37. It’s worth it.
Time defect is detected
Require- Archi- Construc- System Post
ments tecture tion Test Release
Time defect is introduced
Requirements 1x 3x 5-10x 10x 10-100x
Architecture 1x 10x 15x 25-100x
Construction 1x 10x 10-25x
67. Ask the users.
To test multiple ideas /
concepts.
To identify major road
blocks.
To improve specific tools,
flows, tasks.
68. Test early to fail big.
Go rogue. Paper prototypes, clickable sketches, animated
concepts.
Look for the epic fails, but leave nuances aside for now.
Test as often as you can.
69. Test higher fidelity to refine and tweak.
Learn from previous rounds of testing. Become more
precise, test more detailed interactions. Test key scenarios
Test visual designs, html, java script, server calls.
70. Ask the right questions.
Identify major roadblocks. “I love Under
Armour, especially
Don’t try to test nuances their sports drinks,
super cool.”
(your sample isn’t large enough)
Be scientific about results. “I hate this new site, I
would never use it. Why
not keep it all how it is?”
Be aware of your user’s context.
“I don’t
like these
colors.”
74. Define success before you start
designing.
KPIs: What to Measure:
1. Increase sales • No. of sales
• Average revenue per order
• Ratio of visits to sales
• Conversion rate
• No. of visits
2. Increase traffic
• Search performance
• Referral performance
• % of new vs. return visits
3. Increase loyalty
• Frequency of visits
79. Look at data from all angles before
you judge.
Tablet conversion rate
0.50%
0.45%
0.40%
0.35%
0.30% UK
DE
0.25%
SE
0.20% US
FR
0.15% CA
0.10%
0.05%
0.00%
80. Once you have identified your most
important issues…
KPIs: What to Measure: Metric:
1. Increase sales • No. of sales • -0.7%
• Average revenue per order • Steady at $40.89
• Ratio of visits to sales • Up by 1%
• Conversion rate • -5.1%
• No. of visits • +10%
2. Increase traffic
• Search performance • + 0.3%
• Referral performance • Steady
• % of new vs. return visits • 80 / 20
3. Increase loyalty
• Frequency of visits • - 2%
82. Ask your users why things aren’t
working.
“Wow… why didn’t
you tell me before
“What’s the return how expensive
“Why should I policy?” shipping was…?”
create an account
when I just want to
shop?”
84. Systematically optimize
Incremental design improvements can have a huge impact.
A
• A/B test micro-elements like
wording, an image, etc.
• Multi-variate test isolated layouts
and functionalities.
B
• Statistically significant
• Evolutionary vs. Revolutionary
