Beruflich Dokumente
Kultur Dokumente
Wing, Buckinghamshire, UK
York, North Yorkshire, UK
London, England, UK
Bangkok, Thailand
Sydney, Australia
Queenstown, New Zealand
Santiago, Chile
Buenos Aires, Argentina
Rio De Janeiro, Brasil
London, United Kingdom
Chicago, Illinois
San Francisco, California
Brisbane, Australia
San Francisco, California
London, England, UK
Bangkok, Thailand
Sydney, Australia
Queenstown, New Zealand
Santiago, Chile
Buenos Aires, Argentina
Rio De Janeiro, Brasil
London, United Kingdom
Chicago, Illinois
San Francisco, California
Brisbane, Australia
San Francisco, California
3. London, England, UK
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
Bangkok, Thailand
Sydney, Australia
Queenstown, New Zealand
Santiago, Chile
Buenos Aires, Argentina
Rio De Janeiro, Brasil
London, United Kingdom
Chicago, Illinois
San Francisco, California
Brisbane, Australia
San Francisco, California
4. Bangkok, Thailand
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
Sydney, Australia
Queenstown, New Zealand
Santiago, Chile
Buenos Aires, Argentina
Rio De Janeiro, Brasil
London, United Kingdom
Chicago, Illinois
San Francisco, California
Brisbane, Australia
San Francisco, California
Wing, Buckinghamshire, UK
York, North Yorkshire, UK
London, England, UK
Bangkok, Thailand
Sydney, Australia
Santiago, Chile
Buenos Aires, Argentina
Rio De Janeiro, Brasil
London, United Kingdom
Chicago, Illinois
San Francisco, California
Brisbane, Australia
San Francisco, California
Wing, Buckinghamshire, UK
York, North Yorkshire, UK
London, England, UK
Bangkok, Thailand
Sydney, Australia
Queenstown, New Zealand
7. Santiago, Chile
8.
9.
10.
11.
12.
13.
14.
Wing, Buckinghamshire, UK
York, North Yorkshire, UK
London, England, UK
Bangkok, Thailand
Sydney, Australia
Queenstown, New Zealand
Santiago, Chile
Buenos Aires, Argentina
Wing, Buckinghamshire, UK
York, North Yorkshire, UK
London, England, UK
Bangkok, Thailand
Sydney, Australia
Queenstown, New Zealand
Santiago, Chile
Buenos Aires, Argentina
Rio De Janeiro, Brasil
Chicago, Illinois
San Francisco, California
Brisbane, Australia
San Francisco, California
Wing, Buckinghamshire, UK
York, North Yorkshire, UK
London, England, UK
Bangkok, Thailand
Sydney, Australia
Queenstown, New Zealand
Santiago, Chile
Buenos Aires, Argentina
Rio De Janeiro, Brasil
London, United Kingdom
11.Chicago, Illinois
12. San Francisco, California
13. Brisbane, Australia
14. San Francisco, California
Wing, Buckinghamshire, UK
York, North Yorkshire, UK
London, England, UK
Bangkok, Thailand
Sydney, Australia
Queenstown, New Zealand
Santiago, Chile
Buenos Aires, Argentina
Rio De Janeiro, Brasil
London, United Kingdom
Chicago, Illinois
San Francisco, California
13.
Brisbane, Australia
Wing, Buckinghamshire, UK
York, North Yorkshire, UK
London, England, UK
Bangkok, Thailand
Sydney, Australia
Queenstown, New Zealand
Santiago, Chile
Buenos Aires, Argentina
Rio De Janeiro, Brasil
London, United Kingdom
Chicago, Illinois
San Francisco, California
Brisbane, Australia
14.
Visual storyteller
Culture conscious
Why? focused
User obsessed
Case Studies
CLIENT
Tesco
THE PROJECT
Identify, understand and analyze user behavior
and attitudes of smartphone users when
shopping online and in mobile environments.
THE PURPOSE
To inform the development and design of a mobile
application for Tesco.
My process
OBJECTIVES
HYPOTHESIS
METHODS
CONDUCT
SYNTHESIS
1. OBJECTIVES
What do people want in a mobile shopping experience?
How can a Tesco application fit into current user flows and ecosystems?
How do we design an application that appeals to existing customers as well as
new customers?
My process
OBJECTIVES
HYPOTHESIS
METHODS
CONDUCT
SYNTHESIS
2. HYPOTHESIS
Early adopter smartphone users are experimental, enthusiastic and open.
These users want a seamless and functional experience when shopping
via mobile.
They will look to brands like Tesco to guide and advise them through this
experience.
My process
OBJECTIVES
HYPOTHESIS
METHODS
CONDUCT
3. METHODS
How I plan to fill the gaps in our knowledge.
Based on the time and people available, what methods
should be selected?
SYNTHESIS
My process
OBJECTIVES
HYPOTHESIS
METHODS
4. CONDUCT
Gather data through the methods selected.
CONDUCT
SYNTHESIS
My process
OBJECTIVES
HYPOTHESIS
METHODS
CONDUCT
5. SYNTHESIS
Answer our research questions, and prove or disprove
the hypotheses outlined.
Utilize the data gathered to discover what opportunities
and implications exist for the Tesco design team.
SYNTHESIS
Key Challenges
Key Challenges
CHALLENGE
No budget.
No team.
Limited resources.
Scale of viability
Strangers
NUMBER ONE
1:1 Interviews
NUMBER TWO
Focus groups
NUMBER THREE
Contextual
NUMBER FOUR
Task analysis
NUMBER FIVE
Video diaries
NUMBER SIX
Secondary data
Success
Desire
Consistency
Success
Desire
Consistency
Success
Desire
Consistency
Success
Desire
Identified commonalities in
what users identified as
missing in shopping
processes. Scored
desirability for features and
processes identified in
research activities.
Consistency
Success
Desire
Consistency
So what did we
ultimately accomplish?
So what did we
ultimately accomplish?
Contextualized findings
to deliver micro and
macro insights.
Prominence and speed of the search function is paramount to the user shopping
experience.
Smartphone users are making key purchase decisions and plans in interspace.
The user journey when browsing vs. purchasing must be considered separately.
THE DESIGN
In each iteration of the design and early wireframes of
the Tesco application, the search function has been
placed in the direct eye line of the user. To this day it
remains at the top.
THE DESIGN
Tesco built the UKs first transactional bar code
scanner, enabling householders to scan any grocery
item and add it to a home delivery order instantly. This
function was particularly targeted at parents and
socially active foodies.
THE DESIGN
Tesco allow both customers and non-customers to
browse and view all products, prices and information
without committing to purchase within the app without
signing in or registering. This allows the app to play a
prominent role in user-created feedback loops and has
contributed to new customer acquisitions as a result.
A change in direction
A change in direction
CURRENT COMPANY
A tech-focused communications,
content and social agency.
A change in direction
The three biggest changes moving from
a dedicated research group to a communications firm:
Purpose
Audience
Time
A change in direction
I need you to work some
research magic around this.
- General Manager
A change in approach
Consumer Insights Reports
Brand Health Measurement
Social & Online Media
Measurement
Focus Groups
Surveys
Ethnographic Field Studies
In-depth Interviews
Social / Media
Conversations
User
Research
Online
Behaviors
Business &
Market Data
Card Sorting
Diaries
Panels
Intercept Surveys
Usability
Content Strategy
The Blueprint
Activation
Owned, Earned and
Paid Channels
Insight
Idea
Content
Community
Credible
Creative
Crafted
Conversations
CLIENT
RootMetrics
THE PROJECT
Conduct research to understand RootMetrics user
perception and experience with the product and
media perception of the brand.
THE PURPOSE
To inform the development of
a long term PR program and
accompanying campaigns.
My process
METHODS
CONDUCT
SYNTHESIS
OBJECTIVES HYPOTHESIS
24 hours
72 hours
VISUALIZE
Key Challenges
CHALLENGE
Time
Access
Resources
Reporter
relationships
A social conversation
analytics tool
A pool of 50 people
Reporter
relationships
A social conversation
analytics tool
A pool of 50 people
Reporter
relationships
Assigned VP of content to
conduct phone interviews
with 10 reporters, providing
him with 3 basic questions.
Arranged responses into
categories/themes to identify
trends.
A social conversation
analytics tool
A pool of 50 people
Reporter
relationships
A social conversation
analytics tool
A pool of 50 people
Reporter
relationships
A social conversation
analytics tool
A pool of 50 people
So what did we
ultimately accomplish?
What we learned
The Quantifiable
Download/Upload time
Cost of Plan
Geography
Connectivity
Performance
Speed
Economics
Network Coverage
Connectivity
Performance
Speed
Economics
Network Coverage
Im connected where I
work, live and travel.
Thank you.