Tag: usability

5 grafiche da non utilizzare nei vostri siti di E-Commerce

su da Gian Carlo Mocciin Digital, Design, UXLascia un commento

NOTA AICEX: Spesso i nostri post dicono cosa fare, stavolta vi diciamo cosa non fare.

This is the last in a series of 8 articles on product finding that draw on findings from our recent homepage and category usability report and benchmark.

Internal graphics, banners and ads for promotions and site features are fairly common on e-commerce sites and can – when linking to relevant content – be immensely helpful to users. However, during our latest e-commerce usability study, a large number of the test subjects were led astray by poorly placed and designed internal ads. In some cases this even resulted in site abandonments.

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Design e Customer Experience

su da Gian Carlo Mocciin Digital, Design, UX, Marketing, LoyaltyLascia un commento

AICEX: quali sono le relazioni tra design di un prodotto e Customer Experience? Ciò che conta è ideare prodotti che piacciano davvero ai futuri clienti e che servano a soddisfare i loro bisogni. Tutto nell’ottica di una perfetta CX.

There has been a great deal written about “design thinking” in the past few years.  Much focus has been placed on its value in helping define business strategy, with design firms around the world claiming that they have evolved beyond their role as developers of products into a new role as business visionaries.

It seems nearly every firm with a design practice has a “proprietary and unique” problem-solving process that will unlock the magic combination of Customer Experience, Brand Vision and Strategy – transforming any company into the next Apple. This is only half true. Design is a process that helps people develop systems that other people will use.  This process can be applied to software, buildings, space shuttles, tea kettles and organizational structures.  CX design is about applying design’s problem solving capacity to align a business to face its customers. It needs to work across channels, touchpoints and media – making it different from other fields.  Software designers make software.  Automotive designers make cars.  CX designers enable experiences. But no one owns this process.  Its origins are ancient.  Its effects are ubiquitous in the modern world and permeate every facet of our lives.  This is the first of a two-part story – about how this process came to be, how it works, and how it can be leveraged to build a better connection between a business and its customers.

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Forbes: Costruire la Customer Experience quando i clienti ne sanno molto piu’ di voi.

su da Gian Carlo Mocciin CRM, Customer Service, Customer ExperienceLascia un commento

NOTA AICEX: dopo aver discusso di come Steve Jobs “non ascoltava” i desideri dei suoi clienti, ecco una visione diametralmente opposta. I vostri clienti ne sanno molto più di voi.

Do you remember the first day you realized that your customers knew more than you, that they had expert knowledge that you lacked?

It was probably a humbling and, I hope, teachable moment (with you as the teachee), leading you to think about how to build a customer experience in our age of information.

Auto dealers have had these encounters for years with obsessive gearheads who come armed with stats beyond anything a salesman has time to research or rebut.

But now, for all of us in every field of commerce, the advent of Google and the transportability of Google via mobile phones has turned your garden variety customer into an expert. Simply through the power of the customer’s thumbs. And soon, with Google Glass, through the power of the customer’s augmented eyeballs.

To illustrate, let’s cast me as the customer, rather than as service provider or customer experience designer, for a moment. What follows is a true story. Only the names have been, you know.

One Saturday morning I found myself trekking to the guitar store uptown because I needed strings for a ‘‘Baby Taylor.’’ (A Baby Taylor is a more portable version of a standard acoustic guitar.)

The clerk, who was knowledgeable in an approximate sort of way, told me he thought that medium-gauge, full-length guitar strings would work well: just cut off the excess length as needed to make them fit the ‘‘baby.’’ I had a hunch that his answer might be incomplete, and I vaguely wondered why the clerk didn’t look in his system for Taylor’s ‘‘manufacturer’s stringing recommendation’’ before advising me. I didn’t wonder for long, though, before turning the issue over to my iPhone. With just a few thumb strokes—‘‘What kind of strings should I use on my Baby Taylor?’’—

I found an official, enthusiastically detailed description of which strings to use and why the decision matters: Continua a leggere “Forbes: Costruire la Customer Experience quando i clienti ne sanno molto piu’ di voi.” →

UX DESIGN. Seconda parte – L’APPROCCIO CORRETTO

su da Gian Carlo Mocciin Digital, Design, UXLascia un commento

NOTA AICEX: Innovare è più semplice che inventare perché non c’è la “sindrome da foglio bianco”. Tuttavia spesso si dimentica di fare le cose semplici, di coinvolgere e informare i clienti e di imparare dai nostri errori.

Embed from Getty Images

Innovating is much easier then inventing. Let’s face it starting out with a blank canvas is most people’s nightmare. I am no exception. I’d rather start with something than nothing. But at times we are faced with starting something from scratch so, how do you deal with the blank canvas syndrome? Firstly, I’m an application designer. I don’t really like doing web sites I find them boring and ultimately not very challenging. So we will be looking at this type of UX design. Most application interfaces are stemming from a business process that either has been running in another format or is a standard reusable process eg. registration, view customer details, edit/update of data or a standard business workflow that you may be familiar with at some point. Now if I am worth anything as an interaction designer I should now be directing you to the reuse of design patterns, or the location of a good pattern library.  But I can’t, because I don’t use them. No, I’m not a deluded hero of the design world, well certainly haven’t been knighted yet. But I just like moving away from standard conventions, not that they are necessarily bad, they aren’t. I just like to go outside and breathe the fresh air a bit. You know, fill your lungs with that fresh air type of thing. Anyway, here’s how I approach design.

  1. The brief. I was once handed a brief on a post it note. Yes, you heard right. I’ll surmise for you. Peter, make it better. Now, to me that’s one of the best set of requirements I’ve ever had. Freedom! Just make it better. This is what I did first.
    • Break it down to it’s simplest form. Regardless of obstacles, rip it apart to it’s most basic and start drawing boxes and arrows. If you can get it down to a couple of boxes you’ve done it. I brought mine down to 3.
      1. Who am I – Identification
      2. What do I want – Qualification
      3. How can I get it – Application

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