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Brain bites: 2 min insights

The illusion of progress

The other day I read an interesting article on Business Insider’s website titled “Even The Illusion Of Progress Is Motivating”. The article centres around the goal gradient effect, and the findings could be useful for understanding what makes your customers tick within the realm of usability.

40% of Customers Don’t Know that Google Adwords are Adverts

We were testing aspects of the digital customer experience as part of end-to-end customer experience research for a well known insurance company. During these tests we noted that the vast majority of the customers (81/100) clicked on Google Adwords rather than the natural search results.

The size of this bias was little bit surprising, but what was even more surprising were the reasons behind this behaviour

Is Market Research Precisely Wrong?

There is a fundamental problem with most market research. David Ogilvy, the ‘Father of Advertising’, recognised it:

“People don’t do what they say, don’t say what they think, and don’t think how they feel.”

Traditional methods of market research focus on what can be gleaned from the conscious mind largely because until recently the tools to investigate the subconscious mind were not readily available.

Bunnyfoot conducted a comparison study of an award winning national advertising campaign that clearly shows the difference in conscious and unconscious responses to advertising. We tested the creative with 30 appropriate people recruited via in-street intercepts.

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

Social proof – how you and your customers make decisions

Recently, C&A Brazil did an interesting and innovative Mother’s Day campaign: They linked the coat hangers in store with Facebook so that each hanger showed the number of Facebook ‘Likes’ each piece of clothing received. The campaign was a huge success with part of the collection being sold out on the first day.

One reason for this outstanding result lies on the use of social proof, a powerful persuasion technique.

How are people engaging with the ‘First Social Olympic Games’?

Olympics logo and socail media iconsLondon 2012 has been touted as the first ‘Social Games’. Social media is an important part of the BBC’s broadcasting and LOCOG’s engagement strategy – but how are people actually using Facebook, Twitter, YouTube and online

What Olympic volunteers teach us about designing for the human mind

August 3, 2012
Posted by in Brain bites: 2 min insights

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.

Designing for human behaviour -the top 10 things you need to know about people

(Notes from the UK Usability Professionals’ Association workshop with Dr Susan Weinschenk)
We often attend events and network with other experts in the usability and user experience profession. I recently attended a workshop organised through the UK Usability Professionals’ Association and thought it would be useful to share my notes. In this workshop Susan Weinschenk (a well-known consultant and author from the US) presented her ten principles for engagement. These principles are a really nice summary of considerations that we consider every day when designing interactive experiences.

If only everything in life were as reliable as user testing

It is quite widely reported that Amazon gained an additional $300million a year increase in turnover by implementing a single recommendation from a usability company in the US http://www.uie.com/articles/three_hund_million_button.

Yet few people who are not usability or UX professionals are probably aware of this achievement. Bunnyfoot has achieved almost as impressive gains for clients in the travel, retail, charity and banking sectors, and I am sure similar improvements have been made as a result of work by other quality usability companies working with major brands.

Read enough? Get in touch...

Contact Caroline Bentley to discuss your needs:
0207 608 1670 more@bunnyfoot.com

Or come visit us, we have offices in Oxford, Sheffield and London.