Friday Link Round Up (09 November 2012)

 

 

Responsive Navigation: Optimizing for Touch Across Devices
http://www.lukew.com/ff/entry.asp?1649 

 

Measuring the Fat Fingers Problem
Excluding accidental mobile clicks lowers rates—but they’re still higher than for the desktop web
http://www.emarketer.com/Article.aspx?R=1009470 

 

Using Paper Prototyping as a Tool for Participatory Design Research
http://www.paulolyslager.com/paper-prototyping-tool-participatory-design-research/

 

Improving Hiring for User Experience : The Applicant
http://uxmag.com/articles/improving-hiring-for-user-experience-the-applicant

 

Revealing unawareness in usability related decision-making
http://www.designforusability.org/work-packages/decision-making

 

 

Videos of the week:

John Lewis Christmas Advert 2012
Another winner from John Lewis, who constantly hit the nail on the head with their advertising.

Indie-folk singer Gabrielle Aplin provides the soundtrack for The Journey, the retailer’s almost traditional blockbuster Yuletide campaign with her version of Frankie Goes to Hollywood’s 1984 hit The Power of Love – The Guardian

Jimmy Kimmel iPad Mini Advert Spoof

Paul Bloom: The Psychology of Everything

Friday Link Round Up

 

Brand as Context in Interaction Design

 

Change with a smile

 

The Value Of Multiple Evaluators In Heuristic Evaluations

 

Designing Screens Using Cores and Paths

 

 

 

Gadgets of the week:

 

Leap Motion:

 

Little Printer:
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Lessons UX can learn from viral advertising

Large websites spend a lot of money on online marketing. Millions upon millions spent on ad buys, keywords buying, affiliates etc. It’s primary purpose is to drive traffic to a site – lead generation, in sales speak. Sadly, and this is a topic for another time, a fraction of what is invested in getting people to a site is spent on making the site experience more enjoyable!

More and more, brands are investing in campaigns that will go viral – that will spread around the internet by word of mouth, and generate buzz, inbound links, and ultimately, sales. Some of these, as I’ll outline below, have been phenomenally successful at achieving these goals.

What is it that makes these so effective? I believe that it’s emotion. These campaigns reach out to you on an emotional level and engage with you that way. It makes people want to watch them again and again, and it makes them (to quote Seth Godin) remarkable – people want to remark on them, they want to talk about them and share them.

To me, I find that an incredibly compelling brand experience. Let’s have a look at some of the ads that make this emotional connection, and what the brand got out of it.

 


Cadbury Gorrila (2007)

  • 14.5 million youTube views
  • 53k youTube shares
  • 40k Facebook likes
  • 5% revenue growth in 2007

 


Old Spice Guy (2010)

  • 2 of the videos have over 25 million youTube views
  • @oldspice Twitter account has over 90,000 followers
  • Responded to tweets with personal video:

  • Most viewed youTube channel in July 2010
  • 1 million Facebook likes
  • 107% sales increase for body wash over July
  • 55% increase in sales over previous 3 months

Oh, and you know you’ve made it when Sesame Street parodies you!


This video: 6 million views / 232k shares / 460k Facebook likes

 


BlendTek (2007 – present)

  • 117 million youTube views
  • ” The campaign took off almost instantly. We have definitely felt an impact in sales. Will it Blend has had an amazing impact to our commercial and our retail products.”
  • BlendTek now has as many inbound links as Whirlpool

 


Evian Roller Babies (2009)

  • Over 60 million youTube views
  • #1 on youTube / #1 on viral video chart
  • Over 450,000 facebook fans
  • World record for most viewed online ad
  • Top of IAB viral ad chart / #3 on viral chart

 


T-Mobile Dance (2009)

  • 27.5 million youTube views
  • 143k youTube shares / 20k youTube comments
  • 220k Facebook likes
  • #1 on viral video chart
  • 22% sales uplift

The ‘making of’ t-mobile dance is also worth a watch:


This video: 2.3 million views / 7k youTube favourites

 


T-Mobile Welcome Back (2010)

I always get a tear in my eye when I watch that video. Without fail. That’s an incredible level of emotional engagement, which accounts for thees numbers:

  • 7.9 million youTube views
  • 132k Facebook shares
  • 13k tweets
  • 689 blog posts

 


Some of the numbers around these virals are incredible. What I don’t have it the number of inbound links they resulted in, but with that level on engagement (not just views, but like and shares) it would be another big number. The fact that BlendTek has more inbound links, on the back of the Will it Blend campaign speaks volumes. On top of these numbers is the brand presence and value increase that virals like these give.

These ads make you smile, make you laugh, and maybe even cry. They are fun, exciting and quirky. They concentrate on emotion, and they use that emotion of build engagement with their brand and product.

I work for a travel company, and this is exactly what travel brands need to do. Travel is fun and exciting, and travel is an emotional activity. We can share this emotion online, in the same way that these ads do. By sharing emotions we can engage with our customers in a more personal way.

This isn’t just travel specific. I believe that to truly engage with people, to truly engage with customers, we need to build an emotional relationship with them. This relationship then fosters brand loyalty and sales. The loyalty point is very important, as commercially, it’s far more expensive for a company to get a new customer, than it is to keep an existing one.

I believe that, as the people who create customers experiences, we should aim to create and craft emotional experiences for our users. Websites that excite people, apps that make people smile, experiences that delight. That’s my vision for the products that I have for the products that I’m working on now.

Naturally this can’t just be done on one channel – build emotional connections with customers has to be a cross-channel activity: online, in store, advertising, marketing etc. All of these need to be reaching out in the same way. By doing this brands move away from user experience at a channel level, to customer experience at a company level.

The final word has to go to the Old Spice guy!


Sources:

 

 

 

 


User Experience, Usability and Design links for September 10th

I bookmark a lot of pages and sites which I find interesting, inspirational and informative every day! I’d like to share some of them with you here. In general they are about user experience, usability, UCD, accessbility and design. In general, but not always!!

  • Think Vitamin » Building User Loyalty
    Loyalty. Super hard to get, super easy to lose. Especially today when the consumer has so much choice and so much power. Never before have they been able to compare, research, and discuss their purchasing choices like they can today. So what can you do, particularly as a web brand, to create and grow loyalty?
  • Using Accessibility and Usability to Increase Conversion Rates | Design Reviver
    There is a plethora of ways to increase conversion rates, but a couple of ways are often disregarded as important, when they truly are. In order to show the importance of accessibility and usability, here we’re going to take a look at a variety of tips that’ll help increase conversion rates through them.
  • Finding the Balance: Users’ Needs Vs. Clients’ Wants | UX Booth
    You all know the project. After months of working with your client’s web team consisting of a web developer and a marketing manager, the project has gone seemingly well. The client is happy and you are happy. You have clocked up months of research into who the users are and what their objectives are, and have transformed the userflows into wireframes and a working prototype. Concepts have been designed and you are proud of what you have created.
  • User Centred Design – Infographic Poster by Pascal Raabe
    THE CENTRAL PREMISE OF USER CENTRED DESIGN IS THAT THE BEST DESIGNED PRODUCTS AND SERVICES RESULT FROM UNDERSTANDING THE NEEDS OF THE PEOPLE WHO WILL USE THEM. —Design Council
  • 8 Must-see UX Diagrams | UX Booth
    If you’re new to the field of user experience design, welcome! There’s plenty to see and do around here. And although many brilliant contributors have come before us, there’s actually not too much to catch up on—if you know where to look. Because pictures are worth so much, illustrated diagrams have served a critical role in our community.

Please do feel free to suggest other related (and unrelated ones)!

Some bookmarks added by Alex Horstmann on February 8th

I bookmark a lot of pages and sites which I find interesting, inspirational and informative every day! I’d like to share some of them with you here. In general they are about user experience, usability, UCD, accessbility and design. In general, but not always!!

  • Color Theory for Designers, Part 1: The Meaning of Color – Smashing …
    Color in design is very subjective. What evokes one reaction in one person may evoke a very different reaction in somone else. Sometimes this is due to personal preference, and other times due to cultural background. Color theory is a science in itself. Studying how colors affect different people, either individually or as a group, is something some people build their careers on. And there’s a lot to it. Something as simple as changing the exact hue or saturation of a color can evoke a completely different feeling. Cultural differences mean that something that’s happy and uplifting in one country can be depressing in another.
  • Hierarchical Task Analysis
    As UX professionals, we have a great many analytical and descriptive tools available to us. In fact, there are so many that it can sometimes be difficult to decide which tool is most appropriate for a given task! Hierarchical task analysis (HTA) is an underused approach in user experience, but one you can easily apply when either modifying an existing design or creating a new design.
  • Taming the Elephant in the Room: Brand Perception and Bias
    People’s preconceived notions can be another elephant in the room—a barrier to achieving accurate and actionable feedback on a concept or design.
  • Browse if the new black
    Search, search, search. Everyone is talking about search these days. Bing, semantic search, site search. That’s all you hear. Don’t get me wrong: search is wildly important to our daily experiences on the web. I’ve written a bit on search on this blog. And I work for LexisNexis, whose core business is based on search.
  • Usability Metrics (Jakob Nielsen’s Alertbox)
    Although measuring usability can cost four times as much as conducting qualitative studies (which often generate better insight), metrics are sometimes worth the expense. Among other things, metrics can help managers track design progress and support decisions about when to release a product.

Please do feel free to suggest other related (and unrelated ones)!