23 Posts by
Jon Dodd

Bunnyfoot CEO Jon Dodd shares his insight from the Web Effectiveness Conference in Copenhagen

Yesterday I spoke at the annual web effectiveness conference in Copenhagen organised by Bowen Craggs. The conference is interestingly different to many as it has a clear ‘corporate website’ and ‘corporate communications’ focus.


Taking centre stage: research finds that preferences for artworks depends on location and where people look last

The preference for works of art or even consumer items is often thought to remain in the eye of the beholder – eyetracking research suggests a correlation between the amount a person looks at an object and their preference for it.


A lot of people really don’t know that Google contains advertisements

June 25, 2014
Posted by in Brain bites: 2 min insights
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We recently published some findings on Econsultancy that showed that about 36% of people may not realise that they are clicking on Ads when they select the top listings on Google’s result pages, and further more that a surprising number 27% didn’t realise that Google carried any ads at all.


User Testing is Key to Understanding People

In 2012 we carried out research investigating the effectiveness of Google AdWords. Our previous research indicated that 41% of people tested didn’t know that Google AdWords were ads. This year Google AdWords rolled out a new design which we tested, and gained some surprising results. What is proven again and again is the importance of user testing, never just assume!


The importance of emotion in creating positive customer experiences

Today I delivered a talk at Digital Shoreditch on the importance of emotion in creating engaging and persuasive designs that deliver superior customer experiences.


Einstein was into User Centred Design

March 14, 2013
Posted by in Brain licks: 10 second wisdom
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When I teach courses on user centred design the delegates are often surprised that reduced development and design costs is a key benefit of the approach. This is important though because investing in the activities that really drive improvements in customer experience (such as customer insight research, mental modelling, prototyping and user testing) can seem onerous if you don’t appreciate this pay back.


It’s important to focus on what people do, not what they say: an example

We recently did usability testing for an organisation about which people have divided opinions – largely depending on their politics. For a few people (with initial negative impressions about the organisation), even after completing tasks with ease and efficiency they went on to slate the site and everything about it.


Design for the human brain: Little things matter especially at critical gateways

Today I was logging into two different online banking sites to check on the health (or otherwise) of my finances. Both sites have annoying login procedures – a necessary evil for security – but one of them has implemented it in a way that recognises human capabilities whereas the other one hasn’t – see if you can spot which is which:

Internet banking example - 3 drop downs for character 3,4 and 7

Example 1

Internet banking login screen with 3 drop downs within a master password

Example 2


What Olympic volunteers teach us about designing for the human mind

August 3, 2012
Posted by in Brain bites: 2 min insights
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Olympic volunteersThis week I was fortunate to visit a few sessions at the London Olympics (and even witness a GB gold!). Apart from the trials and tribulations of actually trying to get a ticket (let’s not go there), I found the whole experience very positive – from a user experience perspective that means high scores in effectiveness, efficiency and satisfaction.

There were many factors that contributed to this experience, but one of them which seems to get almost universal spontaneous postitive comments is the level of friendliness, cheeryness and helpfulness of the ‘games makers’ – the volunteers who show you where to go, help you with information, keep you from getting run over etc.


Why pandas and penguins confirm what we always knew: the death of ‘black hat’ SEO and the rise of quality customer centric content and features

Google has recently updated its algorithm in a number of releases (called Panda and Penguin). These updates penalise ‘short-term’ SEO practices (such as keyword and phrase stuffing in articles) that focus only on search engine result positioning, often at the expense of the customer experience.

It now appears that search might be getting sophisticated enough that hoodwinking it is no longer a viable strategy. Instead those organisations that focus on understanding customer needs and deliver customer-centric features and functions will now benefit from the nirvana of first higher ranking and then higher conversions once customers get to their sites.


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