tag:econsultancy.com,2008:/topics/user-experience-and-usability Latest User Experience and Usability content from Econsultancy 2016-09-22T14:30:00+01:00 tag:econsultancy.com,2008:Report/3008 2016-09-22T14:30:00+01:00 2016-09-22T14:30:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to a B2B report) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet, statistics and online market research with data, facts, charts and figures.The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need, to help make your pitch or internal report up to date.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Those looking for B2B-specific data should consult our <a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B Internet Statistics Compendium</a>.</strong></p> <p> <strong>Regions covered in each document (where available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:BlogPost/68304 2016-09-19T09:57:09+01:00 2016-09-19T09:57:09+01:00 A day in the life of... VP User Experience at Huge Ben Davis <p>(NB. If you're looking for a new challenge in digital <a href="https://jobs.econsultancy.com/">our jobs board</a> lists hundreds of open positions, and you can benchmark your own digital knowledge using our <a href="https://econsultancy.com/training/digital-skills-index-lite/">Digital Skills Index</a>.)</p> <h3>Please describe your job: What do you do?</h3> <p>I head up the User Experience group at <a href="http://www.hugeinc.com/">Huge</a> in Europe.</p> <p>To put that in context, Huge operates (basically) in 3 areas; strategy, product design, and marketing/communications.</p> <p>My team works very closely with teams across our organization to help define experience strategy; to design user-friendly products and the ecosystems they sit within; and increasingly, to think about how users encounter a brand or a product as they go about their daily lives.  </p> <p>I like to joke with our head of brand planning that his job is to influence perception, while my job is to influence behavior. </p> <p><img src="https://assets.econsultancy.com/images/0007/9296/josh_FINAL.jpg" alt="josh payton" width="615"></p> <h3>Whereabouts do you sit within the organisation? Who do you report to?</h3> <p>Right now—to answer your question very literally— I sit in London, though I’ve also been based out of our Los Angeles and New York offices at different times over the years.</p> <p>I’m part of the European leadership team and I report into our global CCO, Hans Neubert.</p> <p>I’ve also been helping out our team in Singapore quite a bit in recent years as we focus more and more on growing our business in APAC.</p> <h3>What kind of skills do you need to be effective in your role?</h3> <p>The old joke around here is that the better you are as a designer the more you get promoted into roles where you don’t get to design anymore.</p> <p>I’m very aware of that so I make a point of constantly practising the basics; research, design, prototyping, presentation, process, etc. Staying hands-on is incredibly important to being effective.</p> <p>It’s not enough to “stay close to the work,” you’ve got to keep doing it. In this business, if you don’t keep making shit you turn into an irrelevant hack quick. </p> <p>I think the major key, however, is the ability to think laterally.<a href="https://www.wired.com/2014/06/why-the-best-designers-dont-specialize-in-any-one-thing/"> I talk a lot about striving to be a polymath</a> because I think that seeing the big picture and knowing how to execute against it is the most crucial skill. </p> <h3>Tell us about a typical working day… </h3> <p>I start by drinking a lot of coffee and reading. No two days are ever the same, but they all start there. </p> <p>We have clients all over the place, so I travel a lot which means a lot of taxis, airports, train stations, and being in transit. I can sleep just about anywhere almost on command. </p> <p>Most days are filled with a lot of meetings, but I try to spend more of my time being creative than administrative. That sometimes works out.</p> <p>Our office spends a lot of time at the pub. That always works out. </p> <p><em>The Huge website</em></p> <p><img src="https://assets.econsultancy.com/images/0007/9299/Screen_Shot_2016-09-19_at_09.54.11.png" alt="huge inc" width="615" height="320"></p> <h3>What do you love about your job? What sucks?</h3> <p>Variety. I love being challenged with new and different things every day. Variety makes life worth living. </p> <p>I also really love the Huge <a href="https://econsultancy.com/blog/68256-rip-innovation-how-your-company-culture-is-killing-marketing-creativity/">culture</a>. The company has grown up organically so I have friends in every office and there's a lot of opportunity and trust built into the organization. That’s a unique and special thing you don't find in many places. </p> <p>Being a manager sucks. This industry needs leaders, not managers. You need managers at McDonald's.</p> <p>Any creative person who needs to be actively managed is probably more of a liability than an asset. Management is a necessary requirement of my job, but I don't relish it.</p> <h3>What kind of goals do you have? What are the most useful metrics and KPIs for measuring success? </h3> <p>Every client engagement has different metrics and KPIs depending on what their goals and objectives are. That’s first line stuff; improve conversion, improve engagement, whatever.</p> <p>Personally my goals are all around growth; personal growth, the growth of the business, and the growth of the teams I oversee.</p> <p>A couple of years ago, I helped set the curriculum for <a href="http://www.hugeinc.com/schools">Huge Schools</a>, a ten week intensive training program that currently runs out of Huge’s Brooklyn office.</p> <p>Four people on my team in London graduated from the school and now they’re among the best designers in the company—That’s success. </p> <p>I want to do work that influences the industry. I want to do work that impacts the world. Ultimately I think the most useful metric for measuring success is whether or not you think your life is rewarding. If you don’t like your job, quit.</p> <h3>What are your favourite tools to help you to get the job done?</h3> <p>I’m going to <a href="http://bradfrost.com/blog/post/i-have-no-idea-what-the-hell-i-am-doing/">plagiarise Brad Frost</a> on this one:</p> <p>“Great minds discuss principles. Average minds discuss technologies. Small minds discuss tools.”</p> <p>Tools are a means to an end. As long as the work’s good, I really don’t care how it got done because no user is going to care either.</p> <p>That said, I’m a big fan of <a href="http://gulpjs.com">Gulp</a>, I’m a staunch advocate of Tripit, and I use Evernote and Google Drive religiously. </p> <h3>How did you get started in the digital industry, and where might you go from here?</h3> <p>I grew up in Seattle and as a kid I was obsessed with <a href="https://en.wikipedia.org/wiki/Practical_effect">practical effects</a> and pop art.</p> <p>As a teenager I was really involved in the punk scene—I ran a message board, built websites for bands, that kind of thing. I went to college for graphic design and illustration and found myself in the late 90s as a designer in Seattle who knew how to code.</p> <p>I got swept up in the original dotcom boom and have been in the digital industry ever since. I’ll probably go on to build my own product at some point, but who knows? Predicting the future has a way of making you look dumb. </p> <h3>Which brands do you think are doing digital well?</h3> <p>The native ones, obviously; Google, Apple, Uber, etc.  </p> <p>I’m particularly impressed by, and a big fan of Netflix. I’m probably more amused than I should be by the fact that they started out sending DVDs through the mail.</p> <p>They’re pushing innovation, they’re <a href="http://fortune.com/2016/06/15/netflix-net-neutrality/">on the right side of influencing government policy</a>, and they consistently nail user experience. <a href="http://www.theatlantic.com/technology/archive/2014/01/how-netflix-reverse-engineered-hollywood/282679/">Shouts to Todd Yellin</a>.</p> <p>In terms of non-native “brands” I’d have to go with the UK Government.</p> <p>Everyone knows government is a nightmare of slow moving bureaucracy and restrictive red-tape. The fact that <a href="https://econsultancy.com/blog/65774-gov-uk-the-government-s-website-is-better-than-yours/">Government Digital Service</a> is as good as they are against that backdrop is unbelievable.  </p> <h3>Do you have any advice for people who want to work in the digital industry?</h3> <p>When you’re starting out, what you learn is more important than what you earn.</p> <p>Producing great work is more important than being in charge. It’s a lot easier to bullshit your way up than it is to bullshit your way down.</p> <p>All charlatans get exposed eventually. Work hard and be nice to people. The world is getting smaller every day.</p> tag:econsultancy.com,2008:BlogPost/68229 2016-09-08T10:52:00+01:00 2016-09-08T10:52:00+01:00 How Casper uses clever marketing & content to sell mattresses Nikki Gilliland <p><a href="http://www.huffingtonpost.co.uk/2016/01/26/half-of-women-in-uk-sleep-deprived_n_9076030.html" target="_blank">46% of women</a> and 36% of men suffer from lack of sleep, so it’s a huge problem for many.</p> <p>Tapping into the selling power of a solid eight hours, mattress startup Casper has built a reputation for capturing consumer interest through its quirky <a href="https://econsultancy.com/training/courses/topics/content-marketing-and-strategy">content marketing</a> and unique business model.</p> <p>Having recently launched its ecommerce site in the UK, here’s a look at why it’s one company worth keeping an eye on.</p> <h3>The Goldilocks of mattress brands</h3> <p>Do you want a bed that’s soft, firm or somewhere in between?</p> <p>Buying a mattress is traditionally a try-it-and-see shopping experience, but Casper disrupts this by selling just a single ‘universally comfortable’ model. </p> <p>With studies showing that <a href="https://www.theguardian.com/lifeandstyle/2015/oct/21/choice-stressing-us-out-dating-partners-monopolies" target="_blank">too much choice leads to more stress</a> and less satisfaction, this might prove to be preferable for consumers.</p> <p>Casper also draws in its audience with a focus on convenience and value for money.</p> <p>As well as shipping and delivering its mattress in a special vacuum-packed box, it offers a tempting 100-day trial and free returns. </p> <p><img src="https://assets.econsultancy.com/images/0007/8450/Caspar_dream_team.JPG" alt="" width="750" height="709"></p> <p>By recognising the fact that purchasing a bed is a rare and drawn-out experience, and deliberately disrupting it, Casper’s business model could prove to be a game-changer.</p> <p>Of course, the question is - will consumers be willing to take a leap of faith over the boring but fail-safe in-store experience?</p> <h3>Dedicated to the subject of sleep</h3> <p>Both the copy and design on Casper's website is beautifully engaging.  </p> <p><img src="https://assets.econsultancy.com/images/0007/8445/Caspar_customers.JPG" alt="" width="750" height="728"></p> <p>It attracts consumers with a friendly, conversational and reassuring <a href="https://econsultancy.com/blog/67434-four-brands-with-a-brilliantly-funny-tone-of-voice/" target="_blank">tone of voice</a> – but it’s not the only way Casper utilises copy. </p> <p>It has two blogs – both designed to entertain and retain customers.</p> <p>The first, <a href="http://blog.casper.com/" target="_blank">Pillow Talk</a>, is a tongue-in-cheek take on everything bed-related.</p> <p>From ‘The cutest Casper sleepers’ to ‘Eight reasons why this blog post is trying to sell you a mattress’, it is a reflection of the brand’s fun and offbeat personality.</p> <p><img src="https://assets.econsultancy.com/images/0007/8451/Casper_blog.JPG" alt="" width="750" height="691"></p> <p>The second, <a href="http://vanwinkles.com/" target="_blank">Van Winkle’s</a>, is an independent publication that’s dedicated to all things sleep-related.</p> <p>Using sleep as a vertical much like health or lifestyle, Casper's content team writes about the subject in a more informative and authoritative fashion. </p> <p><img src="https://assets.econsultancy.com/images/0007/8447/van_winkles.JPG" alt="" width="780" height="554"></p> <p>The aim of Van Winkle does not appear to directly promote or sell Casper mattresses (the brand is absent apart from a couple of links at the bottom of the homepage) - instead, it looks to be an extension of the brand as a lifestyle.</p> <p>With syndication on the likes of Huffington Post, articles have previously garnered huge traffic.</p> <p>By adding to the conversation about sleep and getting consumers interested in the topic in general, it could still be a way to increase awareness.</p> <h3>Your mate on social media</h3> <p>Alongside its editorial offering, Casper also wins the hearts of its millennial audience on social. </p> <p>Often tweeting customers using GIFs and emojis, it is unafraid to take the informal style of its main ecommerce site and ramp it up a notch.  </p> <blockquote class="twitter-tweet"> <p lang="und" dir="ltr"><a href="https://twitter.com/yohugogo">@yohugogo</a> <a href="https://t.co/l5IXivIbep">pic.twitter.com/l5IXivIbep</a></p> — Casper (@Casper) <a href="https://twitter.com/Casper/status/768458011048312833">August 24, 2016</a> </blockquote> <p>Its subject matter is often samey – with jokes about breakfast, naps and the daily struggle of first world problems.</p> <p>Yet, it is chatty and consistent, which also gives the impression that it’s actually there to help.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Everyone should be asking the important questions.</p> <p>Why isn't today Friday?</p> — Casper (@Casper) <a href="https://twitter.com/Casper/status/768825307860180992">August 25, 2016</a> </blockquote> <h3>Taps into trends</h3> <p>Unboxing videos are a <a href="https://econsultancy.com/blog/66678-how-the-top-five-uk-ecommerce-brands-use-youtube/" target="_blank">YouTube genre</a> usually reserved for high-tech gadgets and luxury beauty items.</p> <p>Thanks to Casper, there’s been a new trend of people filming themselves opening their packaged mattresses.</p> <p>There are countless videos online, and yes, it is as baffling as it sounds. While it’s probably quite satisfying to see a mattress spring into shape in real life, watching others do it is less thrilling.</p> <p>For Casper however, each video serves as brilliant advertising, and reinforced the vacuum-packed convenience of its USP.</p> <p><iframe src="https://www.youtube.com/embed/AD9lg11Yyv8?wmode=transparent" width="854" height="480"></iframe></p> <h3>Innovative but consistent</h3> <p><a href="http://www.forbes.com/sites/stevenbertoni/2016/04/04/how-start-up-casper-plans-to-wake-up-the-sleepy-mattress-market/#751a2cb12892" target="_blank">Describing its aim to be Nike of the sleep world,</a> Casper is unashamed in its desire to ramp up its product offering.</p> <p>With its ranges for pillows and sheets, it’s already selling more than just mattresses.</p> <p>In hopes of targeting an entirely new market, it’s also just released a dog-bed in the US.</p> <p><img src="https://assets.econsultancy.com/images/0007/8448/casper_dog.JPG" alt="" width="615" height="691"></p> <p>It remains to be seen whether these extra lines will be as successful as its main product, however it shows that Casper isn’t afraid to experiment.</p> <p>What's more, it also reflects the brand’s consistent dedication to sleep – regardless of the species.</p> <p><img src="https://assets.econsultancy.com/images/0007/8449/casper_insta.JPG" alt="" width="750" height="509"></p> <p>Across the board, consistency is one thing that Casper does really well.</p> <p>From Twitter to email, it manages to convey a consistent identity across all consumer touchpoints.</p> <p>Whether you’re in the market for a new mattress or not – there’s a lot to appreciate here.</p> tag:econsultancy.com,2008:BlogPost/68226 2016-09-07T11:27:39+01:00 2016-09-07T11:27:39+01:00 23 mobile UX mistakes that Google doesn't like Ben Davis <p>The information is taken from a variety of Google resources and includes both factors that Google has explicitly stated could be detrimental to search performance, and other factors for which the same could be implied (e.g. from Google's developer guides).</p> <p>Of course, many factors are used to judge page quality and ultimately if Google judges a page to have the best quality content, it may survive these UX errors.</p> <p>So, on we go...</p> <h3>1. Slow-loading pages</h3> <p>For some time, speed has been acknowledged as crucial for mobile search performance, with Google providing its Mobile-Friendly Test and PageSpeed Insights tool to help developers understand where they can improve.</p> <p>Minifying code, <a href="https://developers.google.com/web/fundamentals/design-and-ui/media/images/optimize-images-for-performance?hl=en">reducing image weight</a> and asyncronously loading Javascript are all common suggestions for reducing load time of pages.</p> <p>Of course, Google's <a href="https://econsultancy.com/blog/67567-four-things-you-need-to-know-about-google-accelerated-mobile-pages-amp/">Accelerated Mobile Pages</a> (AMP) project is the latest innovation designed to reduce load times even further. In May of this year, <a href="http://searchengineland.com/google-amp-reached-125-million-documents-expanding-apps-recipe-sites-250059">it was reported</a> that 125m+ documents had been indexed, across 640,000+ domains.</p> <p>Adoption of AMP is increasing rapidly though 2016 among publishers, and is now starting to spread to ecommerce.</p> <p>Whilst trackable buttons and other featues haven't yet been mastered within the format, <a href="http://www.ebaytechblog.com/2016/06/30/browse-ebay-with-style-and-speed/">eBay is making progress</a>, with 8m browse nodes currently live.</p> <p>Eventually, the pureplay retailer wants to use AMP to help improve its site search functionality, as well as interactive elements.</p> <p><em>An AMP eBay browse page.</em></p> <p><img src="https://assets.econsultancy.com/images/0007/8524/Screen_Shot_2016-08-29_at_19.29.39.png" alt="ebay amp page" width="400"></p> <p>The benefits of AMP can be seen in the numbers.</p> <p>John Shehata of Searchmetrics told Search Engine Land that amongst his clients "AMP is about 5% of total traffic (9% of total mobile traffic), 3% of total impressions, +2% in CTR and +5.6% in ranking position.”</p> <h3>2. Large popups</h3> <p>Google has made <a href="http://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html">its position on mobile interstitials</a> clear. As of January 2017, sites 'where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly.'</p> <p>Popups are one such example of this content. Google defines them thus:</p> <blockquote> <p>Showing a popup that covers the main content, either immediately after the user navigates to a page from the search results, or while they are looking through the page.</p> </blockquote> <p>In the blog post announcing its position, Google states that banners will be deemed permissible providing they 'use a reasonable amount of screen space and are easily dismissible' - app install banners for example.</p> <h3>3. Standalone interstitials</h3> <p>In the same blog post, Google also cites 'standalone interstitials that the user has to dismiss before accessing the main content.'</p> <p>The illustration below shows how these interstitials typically appear.</p> <p>Again, there are exceptions - legal obligations (such as cookie consent) or login dialogues (for private content) often necessitate an interstitial.</p> <p><img src="https://assets.econsultancy.com/images/0007/8543/Screen_Shot_2016-08-26_at_09.56.40.png" alt="interstitials" width="550"></p> <h3>4. Main content below the fold</h3> <p>Not an interstitial per se, but the use of a layout which relegates the main content below the fold is also a no-no.</p> <p>This is often designed for the same purpose as an interstitial, to encourage signup for something ahead of the main website proposition.</p> <h3>5. Low ratio of main content to supplementary content</h3> <p>Sticking to the subject of so-called 'main content', we can refer to <a href="https://econsultancy.com/blog/67412-12-practical-content-tips-from-google-s-page-quality-guidelines/">Google's Quality Rater Guidelines</a> for some general advice on sensible web page layout.</p> <p>Google's guidelines use the analogy of a bad student, who may fill their work with distracting pictures, in order to disguise its lack of content.</p> <p>Similarly, having an appropriate ratio of main content to supplementary content to ads is important for web pages to be seen as high quality.</p> <h3>6. Video elements overflowing their containers</h3> <p>Video dimensions can be controlled with JavaScript or CSS.</p> <p>Element size dependent on viewport dimensions can be specified in CSS, with 'max-width: 100%' ensuring no overflow.</p> <p>If video elements do overflow their containers, users won't be able to see all of the video.</p> <h3>7. Waffle</h3> <p>Text on web and mobile in particular should be goal-oriented, <a href="https://econsultancy.com/blog/66120-12-handy-tips-for-writing-better-web-copy/">should get to the point</a> and be written in the active voice.</p> <p>In addition, imagery can often be used to increase readability.</p> <p><a href="https://econsultancy.com/blog/66833-is-user-experience-important-for-a-higher-google-ranking/">A Searchmetrics study</a> from 2015 reported websites that rank in the top 30 use around 25% more images in their landing pages than in 2014.</p> <p><img src="https://assets.econsultancy.com/images/resized/0006/6311/ux_images-blog-flyer.png" alt="images and ranking" width="470" height="266"></p> <h3>8. Long and complicated menus</h3> <p>Keep them short and sweet is <a href="https://developers.google.com/web/fundamentals/getting-started/principles/site-and-page-navigation?hl=en">Google's developer advice</a> for mobile.</p> <p>Using as few options as will make navigation quick and easy.</p> <h3>9. No easy route back to homepage</h3> <p>A long-standing convention of web design is a logo in the top left that links back to the homepage.</p> <p>Without this, mobile users in particular will be frustrated.</p> <h3>10. Site search tucked away</h3> <p>Yet more advice from Google's mobile developers fundamentals.</p> <p>Site search, especially in ecommerce, is always visible on desktop homepages. </p> <p>On mobile, site search may be even more important, as smaller screen real-estate means navigation can involve more clicks, scrolling and page loads, which users will seek to avoid with site search.</p> <p>Therefore, site search should be visible on the mobile homepage, not located within a menu.</p> <h3>11. Unhelpful site search</h3> <p>Once users have located the site search function, it should provide them with <a href="https://econsultancy.com/blog/66658-24-best-practice-tips-for-ecommerce-site-search/">relevant search results</a>.</p> <p>Autocomplete, spelling correction and intelligent suggestions (as illustrated by Google below) are all advantageous.</p> <p><img src="https://assets.econsultancy.com/images/0007/8545/Screen_Shot_2016-08-30_at_10.01.33.png" alt="site search" width="615" height="505"></p> <h3>12. Hidden content</h3> <p><a href="https://econsultancy.com/blog/64823-the-five-golden-rules-of-responsive-web-design/">Responsive design</a> should not lead to completely hidden content.</p> <p>Users should be able to find your content, even if it is deemed low priority on mobile.</p> <h3>13. Launching new windows</h3> <p>Flitting between mobile browser windows isn't something that all mobile users are comfortable with.</p> <p>Launching new windows should be avoided where possible. </p> <h3>14. Lack of filters</h3> <p><a href="https://econsultancy.com/blog/68222-ecommerce-product-filters-best-practice-tips-for-a-great-ux/">Filters are needed</a>, not just in ecommerce, to help mobile users refine results and speed navigation.</p> <p>Other UX features can improve filters, such as numbers to show how many products/articles (etc.) each filter will return.</p> <h3>15. Upfront registration required</h3> <p>Being forced to register at checkout, instead of being allowed to <a href="https://econsultancy.com/blog/65457-be-our-guest-a-guide-to-ecommerce-guest-checkout-best-practice/">continue as a guest</a>, is even more annoying on mobile than desktop.</p> <p>Offering guest checkouts the chance to register at the end of their purchase may increase conversion.</p> <h3>17. Incorrect input types</h3> <p style="font-weight: normal;">On the subject of forms, Google has a handy guide to <a href="https://developers.google.com/web/fundamentals/design-and-ui/input/forms/choose-the-best-input-type">HTML5 input types</a>.</p> <p style="font-weight: normal;">Getting these wrong causes unnecessary extra clicks for users.</p> <p style="font-weight: normal;"><em>The email input type, with its easy-to-access @ key.</em></p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/8552/email.png" alt="email input" width="450" height="338"></p> <p style="font-weight: normal;">Other boons for the user when filling out forms include real-time validation, letting you know if an error occurs before submitting and committing to a page load.</p> <h3>17. Repeated form interactions</h3> <p>Auto-fill is perhaps the most blessed UX feature of all. The relief a user feels when they only have to enter certain information once, then see it pulled through to other parts of the form is palpable.</p> <p>Amazon exemplifies a retailer committed to minimising repeated interaction.</p> <h3>18. Difficulty sharing</h3> <p>Copying and pasting URLs, then sending emails or composing social posts is a lengthier process on mobile compared with desktop.</p> <p>Therefore, websites should make use of share and email buttons. Ecommerce, for example, will find this encourages word of mouth online. </p> <h3>19. Faulty redirects</h3> <p>If you have a mobile website using different URLs to desktop, there should be accurate redirects in place.</p> <p>For example, when a user clicks a desktop link in an email on their phone, they should be redirected to the correct mobile URL.</p> <p>If a redirect is faulty and serves the homepage, for example, this is a particularly frustrating experience.</p> <h3>20 &amp; 21. Zooming and mis-tapping</h3> <p><a href="https://webmasters.googleblog.com/2014/11/helping-users-find-mobile-friendly-pages.html">In November 2014</a>, Google introduced a 'mobile friendly' label into mobile search results, to 'help users find pages where the text and content was readable without zooming and the tap targets were appropriately spaced'.</p> <p>This label has recently been removed from mobile search results, as Google has announced that 85% of all pages in the mobile search results now meet this criteria.</p> <p>However, the other 15% will be acutely aware that until they implement a mobile optimised or responsive design, search performance will suffer.</p> <h3>22. Unfriendly software</h3> <p>Some content will be unviewable on mobile. Flash is the most oft-cited software, as it is not broadly supported on mobile.</p> <h3>23. Typos and bad grammar </h3> <p>Though this is a general complaint, not specific to mobile, it is one which Google's Quality Rater guidelines highlight.</p> <p>That means poor editing could be a contributing factor to poor search performance.</p> <p><em>That's enough to get the list started. What other UX bugbears do you have on mobile?</em></p> tag:econsultancy.com,2008:TrainingDate/3084 2016-09-06T12:24:54+01:00 2016-09-06T12:24:54+01:00 Usability and Persuasion in E-commerce <p>Usability and persuasion techniques are proven to increase e-commerce conversion rates. From search and navigation through to product pages, shopping bag and checkout, this course will arm you with a wealth of insights that you can begin using on your own e-commerce customer experience.</p> tag:econsultancy.com,2008:BlogPost/68235 2016-08-31T11:39:44+01:00 2016-08-31T11:39:44+01:00 A closer look at the National Trust's content strategy Nikki Gilliland <p>But how exactly did the organisation manage such a big overhaul of its content? </p> <p>We recently sat down with Tom Barker, Head of Digital for the National Trust, to hear how his team planned and executed <a href="https://econsultancy.com/training/courses/digital-content-strategy/">a winning content strategy</a>.</p> <p>You can read a summary of what he said below, or watch these videos to see what he said in full.</p> <p><iframe src="https://www.youtube.com/embed/fiN494itqa0?list=PL1-kPkZBw50G5af50RWyZQktGWjOkGxLI&amp;wmode=transparent" width="854" height="480"></iframe></p> <p><iframe src="https://www.youtube.com/embed/IAz4146xkO4?list=PL1-kPkZBw50G5af50RWyZQktGWjOkGxLI&amp;wmode=transparent" width="854" height="480"></iframe></p> <h3>Out with the old</h3> <p>The National Trust’s new website launched in November of 2015, but involved months of planning and preparation prior to this.</p> <p>With an old and clunky website consisting of around 50,000 pages, the challenge was finding a way to condense such a large volume of information into a concise and user-friendly amount. </p> <p>Even after stripping out a large portion of the old site, it re-launched with the hefty sum of 9,000 pages. </p> <blockquote> <p>If you think not just about our national cause and the various elements of membership and fundraising, but the sheer number of places we have.</p> <p>So, that’s over 350 properties, 200 more major pieces of outdoor landscape and coastline... it becomes a huge website with lots of content.</p> </blockquote> <h3>Updating the new site</h3> <p>As well as the amount that needed to be included, Tom highlights how the seasonal nature of the Trust requires content to be continuously updated and refreshed. </p> <p>For the launch of its new site, 500 National Trust employees were trained on the content management system to ensure that content would be ready by launch day, as well as updated according to seasonal calendars. </p> <blockquote> <p>We have a distributed marketing model, so for each of the seven regions that the National Trust covers we have a regional digital lead, but also web editors at each of the properties and places.</p> </blockquote> <p>With news featuring heavily on the site, it is imperative that staff are able to update at a property-level as quickly and seamlessly as possible.</p> <h3>How success is measured</h3> <p>With a brand new site, the National Trust now has a far superior analytics set-up. However, despite knowing how it is being used, it is yet to discover who is using it. </p> <p>A new sign-in capability will be added later in the year, and is going to be a big focus in future.</p> <blockquote> <p>Success for me, yes it could be the traditional metrics such as visits to the site and bounce rate etc.</p> <p>But when we are able to see who is using it, we can determine whether the touchpoints match up, which means no longer means having a website or mobile app that exists in silo.</p> </blockquote> <p>For the National Trust, a seamless user experience across all channels is the ultimate sign of success. </p> tag:econsultancy.com,2008:BlogPost/68222 2016-08-30T10:34:00+01:00 2016-08-30T10:34:00+01:00 Ecommerce product filters: Best practice tips for a great UX Greg Randall <p>There are best practice guidelines to the use of filters that retailers should consider following. This is the purpose of this article.  </p> <p>It will address issues and present the best methods to construct filter behaviour in the context of enhancing online experiences. </p> <p>Due to the size of this topic which must span the various screen sizes, this article only focuses on desktop screens (and makes some references to tablet screens).</p> <p>For retailers who have large product ranges, filters are an essential part of improving online experiences.  </p> <p>If retailers can present and treat filters in the right manner, it enables consumers to quickly refine a large product range by the product attributes he/she deems important and aligned to his/her intent.  </p> <p>Some would call this act of<strong> empowering consumers with the means to manipulate content by their own hand, a personalised experience.</strong></p> <p>In order for filters to add value to a consumer’s journey, there are a core set of “filtering characteristics” to consider:   </p> <ol> <li> <strong>Filter placement:</strong> Where should filters be located on a page?</li> <li> <strong>Presenting relevant filters by product range:</strong> Different products with different attributes demand different filter options.</li> <li> <strong>Presenting the filtering options:</strong> How should a long list of filter options display as a default? </li> <li> <strong>Visually validating selected filters:</strong> When consumers select a filter, how should this be presented to provide consumers the confidence the site has reacted to this request?</li> </ol> <p>This narrative is based on the assumption that the integrity of a retailer’s product master data is to a high standard.  </p> <p>If not, this becomes the first challenge the business must overcome.  </p> <p>Some recommendations in this article are reliant on this business function.</p> <h3>Filter Placement </h3> <p><a href="https://www.nngroup.com/articles/horizontal-attention-leans-left/" target="_blank">NN Group’s eye-tracking study back in 2010</a> found 69% of consumers spend most of their time focusing on the left hand side of the page.</p> <p>There is no shortage of examples of well-known retailers placing their filters on the left hand side of the page, one of which is ASOS:</p> <p><img style="vertical-align: middle;" src="https://assets.econsultancy.com/images/resized/0007/8402/asos_filter-blog-flyer.png" alt="asos" width="470" height="516"></p> <p>From the perspective of filter placement on a page, most retailers are doing a great job.  </p> <p>This is the easy part done. </p> <h3>Presenting relevant filters by product range</h3> <p>Filters have the potential to become an enabling ingredient for consumers to shop in their own individualised way based on their unique personal needs and preferences.  </p> <p>For retailers to make the most of this opportunity there is a need to deliver relevant and unique filtering options for each category.  </p> <p>This requires retailers to have a good understanding of how consumers want to buy from them. There is an increased need for <a href="http://www.fastcompany.com/3052337/why-genuine-empathy-is-good-for-business">consumer empathy.</a>  </p> <p>One good example of relevant filtering per category is Sephora which has provided a number of different refinement options for consumers interested in Moisturisers.</p> <p>Within the Sephora Moisturiser category consumers can filter by:</p> <ol> <li>A consumer’s age (something consumers might not be comfortable discussing in a physical retail setting).</li> <li>Brand.</li> <li>Concerns (another topic some consumers might not be comfortable discussing).</li> <li>Ingredient preferences.</li> <li>Size of the product (travel vs value). Some consumers may want this product to remain in their purse/handbag while others may want to purchase something larger to save money.</li> <li>Skin type.</li> <li>Sun protection.</li> <li>Price Range.</li> </ol> <p>Notice how <a href="https://assets.econsultancy.com/images/0007/8404/sephora_moisturiser_filter.png">price range is the last of the filters in presentation</a>. This is done intentionally.  </p> <p>If the consumer finds a product perfectly matching her needs, does price matter?</p> <p>Though there are over 450 moisturiser products to choose from, but with the comprehensive filter options on offer this range could grow in size and consumers would still have a good experience. </p> <h3>The Presentation of Filters </h3> <p>The majority of retailers <a href="https://www.smashingmagazine.com/2015/04/the-current-state-of-e-commerce-filtering/" target="_blank">present filters in four different ways</a>.  </p> <p>They are: </p> <ol> <li>Displaying all filters at once.</li> <li>Applying scrolling capability within each filter type.</li> <li>Presenting filter titles with no filter options to select.</li> <li>Truncate filters (abbreviate the presentation by displaying a sub set of the filters and provide a “See more” or “See all” hyperlink to present all other filter options).</li> </ol> <h3>Displaying All Filters</h3> <p>When displaying all filters the list becomes too busy for the consumer’s eye, making it difficult to identify and absorb all options presented. </p> <p>An example of this in action is Gamestop.com.</p> <p>While the filters are styled blue to indicate they are hyperlinks, the list is long, the font is small and the spacing is tight.  </p> <p>This style of filter presentation also makes for difficult finger targets when this is translated to tablet screens.</p> <p><em>Click to see the full list of filters</em></p> <p><a href="https://assets.econsultancy.com/images/0007/8405/gamestop.png"><img src="https://assets.econsultancy.com/images/0007/8492/gamestop_small.png" alt="" width="179" height="395"></a></p> <h3>Apply scrolling capability for filters </h3> <p>A good example of filters with scrolling capability is found at Sephora.com.</p> <p><em>Click to see the full list of filters</em></p> <p><a href="https://assets.econsultancy.com/images/0007/8404/sephora_moisturiser_filter.png"><img src="https://assets.econsultancy.com/images/0007/8494/sephora_moisturiser.png" alt="" width="179"></a></p> <p>The issue with this approach is the scroll bar itself.  </p> <p><a href="https://www.smashingmagazine.com/2015/04/the-current-state-of-e-commerce-filtering/" target="_blank">Usability research completed</a> on this type of filter presentation found the following issues:</p> <ol> <li>The fixed height of the filter frame will only ever present four to five options for selection.</li> <li>Small finger target on tablet screens.</li> <li>“Scroll Hi-jacking”. This is a term used to describe the consumer’s need to be <a href="https://www.smasbhingmagazine.com/2015/04/the-current-state-of-e-commerce-filtering/" target="_blank">constantly aware of his/her mouse</a> when using the scroll bars. </li> <li>Slow page load speed.  </li> </ol> <h3>Only presenting filter titles </h3> <p>Presenting only filter titles and not showing any options may sound like a good idea for retailers with many filter types, but it comes with issues.  </p> <p>For example, Staples.com does this across its entire site, below is what you see when you select the Laser Printer sub category. </p> <p><img src="https://assets.econsultancy.com/images/0007/8495/staples_filter.png" alt="" width="179"></p> <p>The issues with this approach:</p> <ol> <li>Sometimes the naming of the filter may not be intuitive and the filter options help to explain what it means. </li> <li>The display of filters can prompt consumers to make a selection.</li> <li>Hiding filter types increases the <a href="https://www.nngroup.com/articles/interaction-cost-definition/" target="_blank">physical effort</a> of a consumer in making a selection (more clicking is required).   </li> </ol> <h3>Truncating filters</h3> <p>“Truncating filters” is a fancy term for partially displaying a selection of filtering options for each filter type with a clear “See/Show More” hyperlink prompting that action if necessary.  </p> <p>This filter presentation option has the most benefits, but there are conditions to this approach in order for it to be effective.</p> <ol> <li>Retailers will know what brands are the most popular and should display these first. Once a user selects “See More” the list of filters would then present in alphabetical order.</li> <li>“See More” or “See All” hyperlinks are clear and obvious.</li> <li>In order to manage interaction cost there needs to be clear and obvious visual cues so users know their filter selection has been honoured. It is also important to present intuitive methods to deselect filters.  </li> </ol> <p>Macy’s has the right idea by providing visual cues to the selected filters, and repeats the selected filters at the top of the page.</p> <p><img src="https://assets.econsultancy.com/images/0007/8500/macys_filter_large.png" alt="" width="750" height="996"></p> <p>One of the better examples of visual filter validation in action is Newegg.com.  </p> <p>The selected filters are repeated and presented at the top of the page, they are visually strong, and simple to deselect.  </p> <p><img style="vertical-align: middle;" src="https://assets.econsultancy.com/images/resized/0007/8411/new_egg_filter-blog-flyer.png" alt="" width="470" height="294"> </p> <h3>The end...</h3> <p>That wraps up our quick tour of filters on desktop.  </p> <p>I hope you enjoyed reading this article as much as I enjoyed creating it!</p> tag:econsultancy.com,2008:BlogPost/68197 2016-08-24T09:57:53+01:00 2016-08-24T09:57:53+01:00 Which restaurants deliver the best mobile web UX? Nikki Gilliland <p>A mobile-optimised site will go a long way to helping get customers through the door. </p> <p>In fact, research shows that nearly <a href="http://www.xad.com/press-releases/80-percent-of-uk-mobile-restaurant-searchers-make-a-purchase-most-within-the-day-says-xadtelmetrics-2013-u-k-mobile-path-to-purchase-study/">80% of mobile searches for UK restaurants result in a booking</a>.</p> <p>Of course, mere optimisation is not always enough. There are four extra features which combine to greatly improve the user experience. </p> <ul> <li>Online menu (no pesky PDF's).</li> <li>Location-based services.</li> <li>Ability to book a table.</li> <li>Opening times and click to call.</li> </ul> <p>Here are some examples that deliver!</p> <h3>Online menu</h3> <h4>Nandos</h4> <p>We all know what’s on the Nandos menu, right? We don't even need to look before ordering.</p> <p>However, one thing that’s really great about the mobile site is that – as well as a handy spice-meter – it allows the user to calculate the nutritional value of a meal.</p> <p>A feature that’s likely to be ignored by the masses, but it’s a lovely little touch for anyone on a diet and still in the mood for a cheeky bit of chicken.</p> <p><img src="https://assets.econsultancy.com/images/0007/8100/nandos_2.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8101/nandos_3.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8103/nandos_4.PNG" alt="" width="200" height="355"></p> <h4>Wagamama</h4> <p>There’s a vast amount of choice, but with its easy-to-navigate and in-depth mobile menu, Wagamama hopes to reduce the amount of time diners spend deciding at the table.</p> <p>A short synopsis explains each meal and a handy side-bar means users can easily switch between categories.</p> <p><img src="https://assets.econsultancy.com/images/0007/8104/Wagamama.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8105/Wagamama_2.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8106/wagamama_3.PNG" alt="" width="200" height="355"></p> <h4>Jamie’s Italian</h4> <p>It’s easy to dismiss the 40-strong Jamie's Italian as yet another chain, but its mobile site reflects its focus on delivering transparency to the customer.</p> <p>There is a lot of information about nutrition, allergens and even gluten-free eating, and the comprehensive menu conveniently includes a filter to select vegan and healthy options.</p> <p><img src="https://assets.econsultancy.com/images/0007/8115/jamies.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8117/jamies_3.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8116/jamies_2.PNG" alt="" width="200" height="355"></p> <h3>Location-based services</h3> <h4>Homeslice</h4> <p>A restaurant address is all well and good, but any decent mobile site will have a location-based service.</p> <p>Homeslice cleverly uses copy to point the user’s attention towards its onsite map. Even better, it’s ‘take me there’ button opens up Google Maps.</p> <p><img src="https://assets.econsultancy.com/images/0007/8123/homeslice.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8124/homeslice__2_.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8125/homeslice_3.PNG" alt="" width="200" height="355"></p> <h4>Dirty Burger</h4> <p>With eleven restaurants in London alone, Dirty Burger’s website it designed around locations. </p> <p>Clicking onto each one, the user is met with contextual copy and an integrated Google Map.</p> <p>The only feature that’s missing is to be able to click out to the app itself, however the added convenience of Deliveroo integration means that it's slightly forgiven.</p> <p><img src="https://assets.econsultancy.com/images/0007/8126/dirty_brger.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8127/dirty_burger_2.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8128/burger_deliveroo.PNG" alt="" width="200" height="355"></p> <h4>Social Eating House</h4> <p>With its one-click navigation, Social Eating House is one of the most basic mobile restaurant sites I’ve come across. Yet, all the information is there.</p> <p>The 'location’ tap takes users through to Google Maps with just one click – simple yet very effective.</p> <p> <img src="https://assets.econsultancy.com/images/0007/8110/SEH_1.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8111/SEH_2.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8112/SEH.PNG" alt="" width="200" height="355"></p> <h3>Ability to book a table</h3> <h4>Pizza Express</h4> <p>Whether you need to actually book at Pizza Express is debatable, however its mobile system is definitely worth a mention here.</p> <p>With its bright and friendly design, it’s super easy to find the desired location.</p> <p>What’s more, it gives the option to book with a MyPizzaExpress account, meaning loyal customers will get extra incentives and offers in future.</p> <p><img src="https://assets.econsultancy.com/images/0007/8129/pizza_express.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8130/pizza_express_2.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8131/pizza_express_3.PNG" alt="" width="200" height="355"></p> <h4>Spring</h4> <p>It’s unusual to find a high-end restaurant affiliated with a third-party booking system, but I was pleasantly surprised to discover Spring on OpenTable.</p> <p>With its simple and elegant typography, the mobile site is very easy on the eyes, too. Being able to book a table makes it a dream.</p> <p><img src="https://assets.econsultancy.com/images/0007/8132/Spring.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8133/Spring_2.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8134/Spring_3.PNG" alt="" width="200" height="355"></p> <h4>STK</h4> <p>Most mobile booking systems tend to send you onto the third-party (e.g Bookatable), however STK’s is integrated into its own mobile site.</p> <p>The reason I like this is that it makes the whole experience feel entirely seamless, allowing users to search and book a table without leaving the page.</p> <p>Oh, and the prominent purple 'Book' button is impossible to miss.</p> <h3> <img src="https://assets.econsultancy.com/images/0007/8135/STK.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8136/STK_2.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8137/STK_3.PNG" alt="" width="200" height="355"> </h3> <h3>Opening times &amp; click to call</h3> <h4>Caravan</h4> <p>Caravan splits its information by two locations - listing both its opening times and contact details on one page.</p> <p>Although the phone number could be made clearer, it is clickable, and its location features are also easy to find here.</p> <p><img src="https://assets.econsultancy.com/images/0007/8139/caravan.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8140/caravan_2.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8141/caravan_3.PNG" alt="" width="200" height="355"></p> <h4>Wahaca</h4> <p>Another restaurant website that is split into locations, Wahaca's contact details are clear and precise - and pink, of course!</p> <p>In fact, its mobile-site is generally above average across the board.</p> <p><img src="https://assets.econsultancy.com/images/0007/8145/wahaca.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8146/wahaca_2.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8147/wahaca_3.PNG" alt="" width="200" height="355"></p> <h4>Hubbard and Bell</h4> <p>Finally, Hubbard and Bell is hot on letting its customers know how to get in touch.</p> <p>Even better, it deserves extra points for including a phone number alongside its mobile booking sytem.</p> <p>Wait, calling to reserve a table, in London? Well I never.</p> <p><img src="https://assets.econsultancy.com/images/0007/8149/HB.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8150/HB_2.PNG" alt="" width="200" height="355"> <img src="https://assets.econsultancy.com/images/0007/8151/HB_3.PNG" alt="" width="200" height="355"></p> <p><strong>Food &amp; Drink is one of the sectors covered at the <a href="http://www.festivalofmarketing.com/welcome?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econ%20blog" target="_blank">Festival of Marketing 2016</a>, which takes place in London on October 5-6.</strong></p> tag:econsultancy.com,2008:BlogPost/68203 2016-08-22T14:33:00+01:00 2016-08-22T14:33:00+01:00 Six 'millennial UX' lessons from insurance brand Back Me Up Ben Davis <h3>1. Information pyramid / visual saliency</h3> <p>The <a href="https://www.backmeup.co.uk/">Back Me Up website</a> has a really clear proposition, never in danger of reaching information overload.</p> <p>To do this, it uses a long explainer page with plenty of white space, high-contrast sizeable text, pictures and iconography.</p> <p>In terms of conveying information, the page doesn't walk before it can run. Think of it as a pyramid, with less information given at the top and more as you move through the signup process.</p> <p>Very cleverly, there is some content that is extremely useful but is nevertheless tucked away in a little JavaScript foldout, available to users when they are ready to click (see an example below).</p> <p>This streamlines the core messaging on the page.</p> <p><em>The 'See here how Back Me Up compares with other insurances' section is tucked away to improve salience of homepage. </em></p> <p><img src="https://assets.econsultancy.com/images/0007/8258/back_me_up_home.gif" alt="back me up homepage" width="478" height="301"> </p> <p>The homepage serves to hold the customer's hand and talk them through the service slowly. It's not a question of digesting lots of size 10 font.</p> <p>The saliency is further improved by some neat and large subheaders - 'How it works', 'Core cover', 'Bolt ons'.</p> <p><img src="https://assets.econsultancy.com/images/0007/8259/Screen_Shot_2016-08-18_at_17.47.23.png" alt="back me up subheaders" width="615" height="403"></p> <p>Compare this 'information pyramid' approach with a more traditional insurer's website, also presenting information about personal posessions insurance.</p> <p>Below I've included screenshots of Co-op Insurance and Direct Line.</p> <p>Neither are terrible, but they both hit the customer with much more information right from the get go, with smaller font and much less clarity.</p> <p>Of course, Co-op and Direct Line both offer many more products and don't have the luxury of such as refined proposition, but the point about information architecture still stands.</p> <p><em>Contrast with a more traditional insurer such as Coop (top) and Direct Line (bottom)</em></p> <p><em><img src="https://assets.econsultancy.com/images/0007/8261/coop_insurance.gif" alt="coop insurance" width="508" height="301"></em></p> <p><img src="https://assets.econsultancy.com/images/0007/8260/direct_line_insurance.gif" alt="direct line insurance" width="508" height="301"></p> <h3>2. Life through a lens</h3> <p>Customers must photograph their stuff in order to insure it.</p> <p>The idea of photographing the items one wants to insure is inspired. Millennials instinctively relate to snap and share culture.</p> <p>Photos can be uploaded via the Back Me Up website, though it's the app that really captures the imagination. Taking photos on mobile is about as close to intuitive as it gets for younger users.</p> <p>Of course, this benefits the insurer, too, as pictoral evidence provides extra information with which to validate a claim.</p> <p>While <a href="https://econsultancy.com/reports/the-reality-of-multichannel-marketing/">multichannel marketing</a> is still relevant (integrating nicely with web, email and direct mail), the more of the signup process a finance brand can bundle into a mobile app, the more younger users will take to it.</p> <p>This is truly mobile-first design.</p> <p><img src="https://assets.econsultancy.com/images/0007/8269/my_stuff.jpg" alt="my stuff" width="300"></p> <h3>3. Video explainers</h3> <p>This is probably my favourite part of the site. There are a number of videos embedded throughout, explaining parts of the service.</p> <p>They are superbly scripted and presented, pitched neither too high or too low. This video content is something financial services brands could learn a lot from.</p> <p>Here's an example...</p> <p><iframe src="https://www.youtube.com/embed/ndXxUWOa9rE?wmode=transparent" width="560" height="315"></iframe></p> <h3>4. Language</h3> <p>We've mentioned already the simple subheaders, but the brand goes much further in its copy, using colloquial/informal language to make everything easier to understand.</p> <p>It's easy to read this copy and hear David Brent in your head, but when this language is in the context of the full webpage, it makes the content easier to scan.</p> <p><strong>'Stuff'</strong></p> <p><strong><img src="https://assets.econsultancy.com/images/0007/8266/Screen_Shot_2016-08-18_at_18.10.44.png" alt="stuff" width="200"></strong></p> <p><strong>'Chill'</strong></p> <p><strong><img src="https://assets.econsultancy.com/images/0007/8263/Screen_Shot_2016-08-18_at_18.12.21.png" alt="chill" width="200"></strong></p> <p><strong>'Join us'</strong></p> <p><strong><img src="https://assets.econsultancy.com/images/0007/8264/Screen_Shot_2016-08-18_at_18.11.18.png" alt="join us" width="200"></strong></p> <p><strong>'Tell your mates'</strong></p> <p><img src="https://assets.econsultancy.com/images/0007/8268/Screen_Shot_2016-08-18_at_18.26.22.png" alt="tell your mates" width="220"></p> <p><strong>'Don't freak out'</strong></p> <p><strong><img src="https://assets.econsultancy.com/images/0007/8265/Screen_Shot_2016-08-18_at_18.11.08.png" alt="don't freak out" width="250"></strong></p> <p><strong>'When things go wrong'</strong></p> <p><strong><img src="https://assets.econsultancy.com/images/0007/8262/Screen_Shot_2016-08-18_at_18.13.00.png" alt="when things go wrong" width="400" height="234"></strong></p> <h3>5. Bold aesthetic</h3> <p>The big blue colours, the chunky iconography - there isn't any new service that isn't confidently branded any more.</p> <p>It was mobile that kickstarted this revolution of bold and <a href="https://econsultancy.com/blog/64732-16-beautiful-examples-of-flat-design-in-ecommerce/">flat design</a>, and it's a visual language that younger users innately trust.</p> <h3>6. Sharing/community</h3> <p>The Back Me Up website has a fairly prominent community section, and everybody who joins the service already has a username with which they are identified.</p> <p>Okay, forums are nothing new, but positioning this community at the heart of the service helps to instill almost a co-op feel.</p> <p>There's something of the spirit of Airbnb in these conversations, where new customers can ask old timers anything they want.</p> <p>Contribution is even gamified with a score assigned to each contributor.</p> <p><img src="https://assets.econsultancy.com/images/0007/8272/Screen_Shot_2016-08-19_at_08.58.48.png" alt="community" width="615" height="404"></p> <h3>Conclusion</h3> <p>There is so much to learn here:</p> <ul> <li> <a href="https://econsultancy.com/blog/68159-five-ways-fintech-upstarts-are-disrupting-established-financial-institutions/">unbundling</a>/rebranding of a product (Back Me Up was created by parent group Ageas).</li> <li>clearly-defined target audience.</li> <li>clarity of proposition.</li> <li>beautifully honest explainer videos.</li> <li>incorporation of selfie/smartphone culture.</li> <li>non-sanitised language.</li> </ul> <p>Hat tip to Back Me Up.</p> tag:econsultancy.com,2008:TrainingDate/3067 2016-08-16T08:56:51+01:00 2016-08-16T08:56:51+01:00 Usability and User Experience <p>As acquiring traffic becomes more and more expensive, making sure your website is user-friendly is essential. This course aims to detail the standards for, and benefits of, a user-centred design approach. You’ll examine key areas where usability is of paramount importance, including best practice for navigation, page layout, forms and error messages, as well as the impact on checkouts and conversion.</p>