|Date||21st November 2013 (9:30am – 4:30pm)|
|Venue||Peter House, Manchester, United Kingdom|
|Trainer||Dr Jon Dodd|
About the course
As online shopping becomes more refined, it's becoming increasingly important to differentiate your brand through superior customer experience.
This course will highlight the key steps involved in building and maintaining great online experiences for you customers - leading to improved long-term customer engagement and loyalty.
Econsultancy's Customer Experience Statistics Compendium states that 80% of consumers would be less likely to return to a website after a negative shopping experience. Can you afford to lose customers this way?
This course is designed to explore the activities involved in creating and measuring engaging online experiences, and improving customer retention.
Who should attend?
This course is ideal for those involved in developing a new site or improving the experience of an existing site. Project managers, designers, and developers, commercial or marketing functions can all benefit from learning about the various activities available.
How will I benefit?
Upon completion of this course, you'll be able to:
- Appreciate how a deep understanding of your customers leads to better design and content decisions
- Know that delivering great experience for your customers is about more than delivering the mechanics of usability
- Understand the fundamentals of persuasive design and where to apply it
- Test your existing site or sites in development to identify any issues with your customer experience
- Understand the importance of the "Total Customer Experience" - integrating across channels and beyond the limited online transaction
What will I learn?
The course covers:
- The customer perspective (using profiles as design tools)
- Mapping customer journeys
- Information architecture - building an information architecture and structure that will improve SEO and conversions once customers arrive
- The fundamentals of persuasive landing page design
- Testing approaches & when to use them (user journeys, multivariate)
- Measuring engagement and gaining network recommendations
- Introduction to incremental profiling and personalised content
- Overview of design patterns
Dr Jon Dodd
CEO and co-founder, Bunnyfoot
Jon holds a DPhil. in Visual and Computational Neuroscience from Oxford University. As an academic he researched (amongst other things) how you and your brain judge attractiveness, discern the shapes of shampoo bottles, and make decisions when shown visual illusions (he can also tell you a thing or two about how faces indicate age, gender and trustworthiness and why caricatures work so well).
In 1999 he escaped the cosy confines of academia and co-founded Bunnyfoot. The premise was (and still is) to help people create great experiences by applying the brainy bits from science and psychology, along with best practice and techniques from disciplines such as usability, HCI, ergonomics and user centred design.
Jon is a former invited expert for the Web Accessibility Initiative (WAI) and former editor-in-chief of the Usability Professionals Association online newsletter. He likes to keep hands on client projects where possible (recent clients include Boden, Microsoft, Cotswold Outdoors, M&S) but is also in demand for national and international conferences and training.
Jon is currently writing a book on 'the psychological and visual basis of customer decision making' and needless to say is searching for a more punchy title – suggestions? He is a diving instructor, serious poker player, and is soon to be racing across the Atlantic on a 70ft yacht (until late 2012 he'd never sailed before)