How to use a UX Framework to improve conversion

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Human Interface Group

Let’s say you have a very usable website thanks to responsive design, A/B-testing and performance optimisation. Unfortunately, today customers expect more: they want great experiences. In his talk at Conversion Day 2016 in Brussels, Belgium, our UX Expert Tommy De Kimpe explained that instead of putting all your efforts in designing and testing screens, you should widen your focus: - Make your website part of the entire customer journey and optimize each interaction between your customer and your organisation. A service blueprint will help you to visualize all touch points with your customer, so you will deliver the value you promise. - Validate your assumptions during live usability testing. Discovering your customers’ personal stories is the best way to gain real insight. - And when despite all your efforts things end up wrong in a bad experience, don't despair but look for ways to set things straight and come out even stronger.

How to use a UX Framework to
improve conversion
Tommy De Kimpe - UX Expert
www.higroup.com

© 2016 Human Interface Group
CUSTOMER JOURNEY

1. Investigate the customer
journey

“Online customers want to do everything themselves.
They don’t need us any more to do that”

A B

SERVICE BLUEPRINT

SERVICE BLUEPRINT

Inspiration: http://www.filipmuyllaert.be

?
Inspiration: http://www.filipmuyllaert.be

2. Go beyond data points

PRINTER
LABELS

David
filters on
price

DAVID, WHAT THE
HELL??!!

Behind every data point, there’s a
story

3. Bad things happen

PEAK-END RULE

WIN!PEAK-END RULE

TAKEAWAYS
Investigate the customer journey
Visualize every step of the process
Go beyond data points
Listen to your customers’ stories
Bad things happen
Convert them into opportunities

De Regenboog 11
2800 Mechelen
Human Interface
Group
@higroup
Human Interface
Group
www.higroup.com
tommy.dekimpe@higroup.com
+32 (0)15 40 01 38

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Surely you’ve attended them - all those meetings full of high-temperature discussions about product pages, search queries and checkout flows. Everybody seems to have their own disparate opinion, everyone refers to another big name site asserting: “Let’s do it like they do, surely they've got it right”. More often than not it ends up in a chaotic jumble. It doesn’t have to be that way. By using a solid design framework as your compass, you will navigate your future design meetings with much more confidence and efficiency. And armored with a fine selection of e-commerce usability best practices, you will be ready to think like a pro.

Usability in e-commerce - a design framework

Usability in e-commerce - a design framework

Usability in e-commerce - a design framework

Human Interface Group

Do you ever wonder why so few organisations succeed in successfully going live with their new business application? Why so few users truly accept their new application once it has been implemented, even when a lot of time and money has been invested in the development process? In this presentation you can read how to make your own implementations more successful by efficiently tailoring your change management to your end users’ needs.

Change mangement

Change mangement

Change mangement

Human Interface Group

Mobile ux sot a and challenges

Mobile ux sot a and challenges

Mobile ux sot a and challenges

Human Interface Group

Responsive web design

Responsive web design

Responsive web design

Human Interface Group

You need a design vision

You need a design vision

You need a design vision

Human Interface Group

In 2008, Keytrade Bank pioneered with a fully functional mobile banking and trading website. Paul Van Diepen is ICT Specialist at Perceptive Consultancy and led the Keytrade mobile website project as CTO for Keytrade Bank. Together with Usability Consultant Tommy De Kimpe from Human Interface Group, he looks at the design decisions that were taken at that time, and evaluates if they still hold true in a rapidly changing mobile world.

ADM: Mobile banking and trading website - Keytrade Bank

ADM: Mobile banking and trading website - Keytrade Bank

ADM: Mobile banking and trading website - Keytrade Bank

Human Interface Group

How the cloud will change your life

How the cloud will change your life

How the cloud will change your life

Human Interface Group

'Get well sooner with myUZ' - User Experience Showcase as presented on eChal...

'Get well sooner with myUZ' - User Experience Showcase as presented on eChal...

'Get well sooner with myUZ' - User Experience Showcase as presented on eChal...

Human Interface Group

Touch Screen Design for the slate PC

Touch Screen Design for the slate PC

Touch Screen Design for the slate PC

Human Interface Group

Plus de Human Interface Group (20)

3 things you need to now about people and technology - J. Verhaegen

3 things you need to now about people and technology - J. Verhaegen

3 things you need to now about people and technology - J. Verhaegen

3 things you need to know about people & technology

3 things you need to know about people & technology

3 things you need to know about people & technology

161121 ASML UX Event

161121 ASML UX Event

161121 ASML UX Event

VIGC Academy

ASML UX Event

VIGC Web-to-Print 2015 - Think first, design next.

VIGC Web-to-Print 2015 - Think first, design next.

VIGC Web-to-Print 2015 - Think first, design next.

Mobile Day 2015 - Why screen design is the second -not the first- step in app...

Mobile Day 2015 - Why screen design is the second -not the first- step in app...

Mobile Day 2015 - Why screen design is the second -not the first- step in app...

Digital First 2015 - Great User Experience, an essential part of your digital...

Digital First 2015 - Great User Experience, an essential part of your digital...

Digital First 2015 - Great User Experience, an essential part of your digital...

Successful online insurance – superb customer satisfaction with the help of g...

Successful online insurance – superb customer satisfaction with the help of g...

Successful online insurance – superb customer satisfaction with the help of g...

Marketing Automation Summit 2015

Marketing Automation Summit 2015

Marketing Automation Summit 2015

Conversion Day 2015 - Usability Best Practices - Johan Verhaegen

Conversion Day 2015 - Usability Best Practices - Johan Verhaegen

Conversion Day 2015 - Usability Best Practices - Johan Verhaegen

Usability in e-commerce - a design framework

Usability in e-commerce - a design framework

Usability in e-commerce - a design framework

Change mangement

Change mangement

Change mangement

Mobile ux sot a and challenges

Mobile ux sot a and challenges

Mobile ux sot a and challenges

Responsive web design

Responsive web design

Responsive web design

You need a design vision

You need a design vision

You need a design vision

ADM: Mobile banking and trading website - Keytrade Bank

ADM: Mobile banking and trading website - Keytrade Bank

ADM: Mobile banking and trading website - Keytrade Bank

How the cloud will change your life

How the cloud will change your life

How the cloud will change your life

'Get well sooner with myUZ' - User Experience Showcase as presented on eChal...

'Get well sooner with myUZ' - User Experience Showcase as presented on eChal...

'Get well sooner with myUZ' - User Experience Showcase as presented on eChal...

Touch Screen Design for the slate PC

Touch Screen Design for the slate PC

Touch Screen Design for the slate PC

Dernier

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How to Build a Simple Shopify Website

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How to use a UX Framework to improve conversion

1. How to use a UX Framework to improve conversion Tommy De Kimpe - UX Expert www.higroup.com

2.

3. © 2016 Human Interface Group CUSTOMER JOURNEY

4. 1. Investigate the customer journey

5.

6.

7. “Online customers want to do everything themselves. They don’t need us any more to do that”

8.

10.

11.

12.

13. SERVICE BLUEPRINT

14. SERVICE BLUEPRINT

15.

16.

17. Inspiration: http://www.filipmuyllaert.be

18. ? Inspiration: http://www.filipmuyllaert.be

19.

20. 2. Go beyond data points

21.

22. PRINTER LABELS

23.

24.

25.

26. David filters on price

27.

28. DAVID, WHAT THE HELL??!!

29.

30. Behind every data point, there’s a story

31. 3. Bad things happen

32.

33.

34.

35.

36.

37. PEAK-END RULE

38. WIN!PEAK-END RULE

39. TAKEAWAYS Investigate the customer journey Visualize every step of the process Go beyond data points Listen to your customers’ stories Bad things happen Convert them into opportunities

40. De Regenboog 11 2800 Mechelen Human Interface Group @higroup Human Interface Group www.higroup.com tommy.dekimpe@higroup.com +32 (0)15 40 01 38