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Jennifer Purcell


We were recently invited to Google@Omnicom

A one-day event packed full of brilliant work, passion, and insight shared from brilliant agencies and colleagues across the Omnicom Media Group UK family and our close partners at Google.

The theme was “Inspiring the Now” and we got to see all sorts of wonderful mobile marketing work for a huge variety of clients. Not only were we invited, I was lucky enough to be asked to speak at the event! With over 250 clients and our colleagues from across Omnicom Media agencies, we wanted to pick a topic which could help and be of interest to everyone.

After lots of brainstorming and discarded elaborate plans, we decided to come back to the basics. For us, the most inspiring thing you can do right now is bringing your focus back to your user. So what better topic than User Experience.

My speech covered three key points:

    1. The Goal – What makes a good product?

    2. Common Principles – What is everybody else doing and should you be listening?

    3. Next Steps – What you can do right now!

For today's blog, we're just going to talk about the first section and for us, a good product user experience boils down to remembering three key things.

Firstly, everybody is human and you've got to cater to the limitations of the human brain in your design. For example, people find it much easier to remember items at the start or end of a list. This means that if you've got key content, break it up into chunks if you want to make it more likely to resonate. Meanwhile, Miller's Law means that users will struggle to remember the navigation options if you give them seven items or more. Streamline your navigation and make the options distinct so they're easy to understand. Wherever possible, use science, not preference, to guide your creative design thinking.

Secondly, you've got to know your users. Remember that your actual users are not the same people as your target audience. Your personas may not be designed with mobile behaviours in mind. Your product might not be used in the way you think it will be used. Save yourself the hassle and do your user research! We typically like to look at analytics, on-site surveys, social media commentary, heat mapping, session recording, competitors, UX studies, and secondary media. But our favourite research is to actually go and do some user testing. Talk to your users, show them your product, get their thoughts. The insight is always invaluable.

Thirdly, the obvious solution is a really good bet. What we mean by this, is that that you've got to make things exceptionally clear for your users. Nowadays we have so many choices for where we shop and how we do it, that if I have a bad user experience, I will happily look elsewhere. Don't hide key content, place the most important things front and centre and use analytics and research to tell you what these key bits of information are, don't just guess.

We'll cover the rest of our talk in subsequent blogs, but if you're interested in learning more or having a copy of the presentation, get in touch with us!


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