Foundations and strategy
  • Definitions
  • Business case
  • How people behave online
  • User-centred design (UCD) process
Research and testing
  • Principles of good research and testing
  • Focus groups and interviews
  • Card sorting
  • Survey
  • Ethnography
  • Metrics/analytics
  • Personae and customer journeys
  • Heuristic evaluation
  • Usability testing (benchmarking and think-aloud)
  • Paper prototyping
  • Eyetracking
  • Metrics/analytics
Strategy issues
  • Organisational approaches to CX
  • Design approaches
  • Goals and metrics
  • Customisation and personalisation
  • Multi-channel experiences
  • Video
  • Mobile (app types, wallet integration and mobile first)
User experience (UX) principles
  • Interaction cost and aesthetics
  • Expectations and consistency
  • Structure, mapping and clutter
  • Affordances, visibility and feedback
  • Progressive disclosure and information scent
  • User control vs. constraints
Design guidelines and patterns
  • Homepage
  • Forms
  • Icons
  • Navigation
  • Landing pages
  • Calls to action
Persuasive design
  • Reciprocity
  • Authority
  • Social proof
  • Commitment and consistency
  • Likeability
  • Scarcity
  • Paradox of choice
Writing for the web
  • Vocabulary
  • Sentences and paragraphs
  • Headings
  • Lists
  • Bold
  • Links
  • Concision
  • Page summary
Mobile experience principles
  • Task design
  • Screen space
  • Download speed
  • Legibility
  • Lack of hover state
  • Tap target size
  • Orientation change
  • Gestures
  • Data input 
Design guidelines and patterns for mobile
  • Homepage
  • Navigation
  • Forms
  • Ecommerce
  • Login
  • Search
  • QR codes
  • Video
Future trends
We’ll discuss some of the technologies that are likely to influence customer experience in the next few years, including;
  • Wearables
  • Bots
  • Bendable screens
  • AR (augmented reality)
  • IoT (Internet of Things)
  • Voice control
  • Security

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