Notes from the Event:
GRAZE: https://www.graze.com
DISCONNECT BETWEEN SHOP AND SUBSCRIPTION SERVICE
Omni-channel: Retail, Subscription, Online Shop
Rating system:
Disadvantage: Unusual to rate before trying
Crazy 8’s: 8 ideas in 10 minutes - Project mangers, developers, designers etc - everyone.
Question everything & challenge ideas
Reduction in rating system
KURT GEIGER: https://www.kurtgeiger.com
UX TEAM OF ONE - WORKING ON THINGS THAT HAD ALREADY BEEN DECIDED BY MARKETING. Worked closer with developers to show them what ux was. Asking why why why they were doing things. Liked by directors and a uxer was put into each product team.
Show user testing videos outside of ux. Show directors, show developers. Spreads empathy.
Encouraging the use of MVPs:
Get the developers seeing the users attempting to use the software
User testing does not need to be expensive:
Budget for testing tight - built own testing lab
Booked 2 meeting rooms:
One room for testing
One room for observation
Played back to stakeholders
The business friendly journey map:
Attach business goals to user goals - business likes retention, bounce rate, % AOV, % +sign ups. Measurable. (See photo)
Hypothesis, MVP
Get developers and marketing to buy in to the process.
Kurt Geiger built a multichannel app
Fast deployments - constantly iterating
Give customers a better experience by improving in-house systems
Build systems in-house - better say in how omni-channel works.
Q&A:
Interesting that they say that the marketing team often fail to embrace UX and they struggle to work with them (Kurt Geiger) however, I do not have that issue. Convincing stakeholders through numbers also isn’t an issue. It’s purely the development brick wall which is frustrating. The limitations of the platform and the development backlog prevents front-end development. Agreed, not having a rigid platform like Magento offers more flexibility, but only when the development can handle the workload.
Ensure your analytics is working from the start to ensure you can validate what you’re building.
A/B Testing - great tool for all UXers
How to cope with opinionated people (stakeholders):
Really question why to you want to do something. Find the problem or perhaps understand their issue in more detail. Get them to provide the proof for why the change is required. Provide data. It may be that by asking why they realise their issue isn’t really a problem.
Kurt Gieger: Work in team with UI designers who they’ll work with to produce pattern libraries etc. They do get involved with some UI but are keen to highlight the divide.
Kurt Geiger: 65% Mobile 20% Desktop 10% Tablet
Always show in mobile first to stakeholders
Guerrilla testing: Offer an incentive to customers - Kurt Geiger offered 20% off
Internally you might offer cakes/chocolate
UXers in Kurt Geiger haven’t yet got into the delivery, labels, delivery notes design, return labels etc. UX is slowly filtering through the company.