A 45 minute talk about designing a single button
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Transcript of A 45 minute talk about designing a single button
A 45 minute talk about designing a single buttonOllie Campbell - Navy Design
Ollie CampbellFollow me on Twitter @oliebol Follow Navy Design on Twitter @navydesign
Why am I here talking about a button?
@oliebol
Steps in the typical UX design career
Junior
Mid-level
Director/Architect
Team leadSenior
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Junior
Mid-level
Director/Architect
Team leadSenior
Hands on design work Management & strategy
Steps in the typical UX design career
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UX design career (by age)Hands on design work Management & strategy
20 7030 40 50 60
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Frank Gehry
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Guggenheim Museum in Bilbao
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Paul Rand
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UX design career (by age)Hands on design work Management & strategy
20 7030 40 50 60
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20 7030 40 50 60
UX design career (by age)Hands on design work Management & strategy
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“God is in the details.”Ludwig Mies van der Rohe
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“ I think of my studio as a vegetable garden, where things follow their natural course. They grow, they ripen. You have to graft. You have to water. ”
—Joan Miro
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2,467@oliebol
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Signup
EvaluatingWith / without credit card
Engaged
Lapsed
Considering
One time offers
Linked credit card, Coles insurance, 1st Choice Wine Drop, Yahoo! browser toolbar
Email offers, purchases from the e-marketplace
BONUSPOINTS
Passive boosters+1
The customer lifecycle
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Single product with a quantity of one
30+ different products in various quantities
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Items sold by quantity e.g. 1 book
Many items sold by weight e.g. 800g of cherries
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5 mushrooms
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5 x 200g of mushrooms@oliebol
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Quantity updates Price
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Quantity updates Price
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Quantity updates Price
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???@oliebol
0
20
40
60
80
1 item 2 items 3 items 4 items 5 items 6 items 7 items
97% 3%
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Almost never buy the same item twice
Majority of items are regular purchases
“Make it faster.”
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11 minutes faster toshop every week (24% faster)
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Prices appear to be staticSpecials change weekly and
are often complex
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Consent rates for organ donation by country
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Quantity updates Price updates
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Quantity updates Price updates Saving
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Now we had to build it.
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$%#!
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Why was it so hard to build?
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1 for $3.95
1 for $3.95
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11a y@oliebol
ccessibilita y
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Was it worth it?
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1 + Add-
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Shopping speed
24%System Usability Scale
12%Net Promoter Score
33%
“Love the way I can easily add greater quantities of items to my trolley. Love the way I can easily remove items from my trolley without having to go the shopping basket or checkout… Love it, it's SO MUCH better!” — Coles beta user
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“It's terrible. Has tripled the length of time to do a shop. I found it very difficult (and ultimately, impossible) to order more than one of anything.” — Woolworths Facebook comment
Sentiment analysis of 449 Facebook comments
😡
😍
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“God is in the details.”Ludwig Mies van der Rohe
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Thank youFollow me on Twitter @oliebol Follow Navy Design on Twitter @navydesign