Posts in Customer Experience

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How communication theory will help you write better microcopy (& make better products)

I recently went to a talk at Zone by Mikael Krogerus and Roman Tschäppeler in which they promoted their excellent new book, The Communication Book. 

As a UX writer, I’m naturally interested in communication. All the microcopy I produce needs to communicate the right information in the right way at the right time. So I was keen to hear about the theories they’ve spent years researching and testing.

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2.6% of consumers list personalisation as important part of brand's offering

The best digital marketing stats we’ve seen this week

We trust you’ve had a suitably enjoyable week, especially those in the UK enjoying the hot weather. Let’s journey back and look at some of the digital marketing stats you might have missed.

The roundup includes news about GDPR, personalisation, AI, and lots more. 

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zara popup

How Zara is using in-store tech to improve its frustrating shopper experience

Last year, a particularly frustrating experience in Zara’s Oxford Street store lead me to write this article, praising retailers who – in contrast to the Spanish retailer – typically excel when it comes to their in-store customer experience.

Since that time, it appears Zara has undergone quite a few changes, largely through an increased investment and focus on technology.

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decoupled cms

Six examples of brands using a decoupled CMS

Content is an integral part of digital experiences that drive conversion, from video tutorials that help clinch ecommerce sales, to long-form, high-quality articles that inspire readers to purchase media subscriptions.

But content has never had to work harder to reach audiences how, when, and where they want to experience it.

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How AI is redefining personalisation & the job of the email marketer

Personalisation is a word that marketers use every day with no great degree of thought.

Some may conflate segmentation or product recommendations with personalisation. For others, personalisation means nothing more than ‘[first name] [last name]’ in comms.

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apple music

Spotify UX vs. Apple Music UX: How do they compare?

As a music lover in 2018, it is almost impossible to avoid streaming services and their neatly priced subscriptions.

There are two major players that account for 110 million subscribers globally and make up 32% of the US market for music purchases – Apple (15%) and Spotify (17%). As such, it only makes sense to pit the two streaming app giants against one another to see who reigns supreme in terms of having a superior UX.

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Goldman Sachs buys personal finance & budgeting app to bolster its growing retail banking business

If you can't beat 'em, buy 'em.

For years, many large companies have employed that approach in their digital efforts with varying degrees of success. But in the world of fintech, it would appear that even if you can potentially beat 'em, some companies are still willing to buy 'em.

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How Intelistyle plans to become the 'Spotify of fashion' with its AI stylist app

Artificial intelligence is one of the most talked about trends of the moment, with industries ranging from beauty to healthcare capitalising on the technology.

Fashion is another industry where AI holds huge potential, most commonly used to enhance the customer experience through personalisation.

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racing cyclists

'Marginal gains' is dead. Long live strategic marketing.

“Marginal gains and all these buzz words - a lot of the time, I just think you have got to get the fundamentals right.” Words to live by for marketers from Olympic cyclist, Bradley Wiggins

The “marginal gains” philosophy is most closely associated with Dave Brailsford, the MBA-holding cycling coach who was inspired by the post-war Japanese practice of Kaizen. Brailsford credits the striking successes of British cyclists over the past decade to the marginal gains strategy that he and others instilled in the organisation. 

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What makes HQ Trivia a winning mobile app?

It’s not often that a mobile gaming app seeps into the public’s consciousness. 

Pokémon Go is perhaps the last prominent example. You couldn’t step outside during summer 2016 without seeing someone trying to catch a Magikarp. Candy Crush is another well-known favourite, of course.

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unboxing

How to start turning data into customer experience insight

With consumers now expecting a seamless and personalised experience across all channels, it’s vital that companies have a strong customer experience strategy in order to compete.

This is where customer experience management (or CXM) comes in - the practice of using data and insight from customer interactions to improve the overall CX. 

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How to put people at the heart of your design sprint

It’s not always enough to trust in the process of design sprints. They push people to shift their mindsets, change their behaviours and deal with awkward situations. A solid process alone just won’t cut it. 

You need to put people’s needs at the heart of the process. That’s the only way to get the full and lasting benefit of a design sprint.

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