B2B UX Case Study – Automotive Dealer Portal
I was recently asked to provide insight for a dealer portal for a very large automotive client. There was a definite opportunity in their market to improve their internal front end offering – but very early on it was clear there was a lack of understanding of who their audience was. How their needs and wants differed and what, as customers, they were looking for.
So, before deep-diving in the UX, I produced a selection of personas to focus down the teams expectations and unite the groups thinking. I’m taking for granted that we are all aware that personas represent a typical user, based on user research and incorporate user goals, needs, and interests. Here I created four (4) personas, Hilary, Gary, Donald and Bernie;
1.1 – Hillary, a Competitive Owner / Consider
1. Lets get started with… R&D
I have recently been involved in a branding exercise for a company that has over over 20 years experience in consultancy, project management and business analysis. This isn’t a new sphere of business, there is plenty of competition out there so a stand out logo marque that was…
… was essential. So I presented a limited selection of ideas as I feel, after a certain amount of years, I’m qualified not to waste the client’s time presenting numerous options. This is a concept shared by the likes of David Airey on his site logodesignlove.com
“Good design is easy to digest—the brain shouldn’t have to expend a ton of energy to figure out what the heck it’s looking at. With any luck, people will just “get it” without needing a 6-section explanation.”
Someone famous (or at least clever – please comment if it was you!)
KISS (Keep it simple Stupid)
For user accounts, the default user experience should be as elegant and as simple as possible. This UI animation below, goes some way to filtering down what was essentially the most simple mobile navigation I could get stockholders to agree on. As always, there will be compromises, (inline personal information editing. for example) but overall keep the Three Little Rules (scroll down) front and foremost.
Here is my personal Top 5 tips on creating online brand guidelines that really help both your UX team and deliver a consistent message. So here goes…
Building guidelines is always a challenging task, building guidelines for a responsive website with rapidly changing dynamic content, easy-to-use multi-width navigation on a truly scalable and highly transactional website is a step up. From a CMO perspective you need it to be brand aware; a CEO would want guidelines to be useful tools for your brand ambassadors and the sales director would need you to highlight features while your product team wants details, detail, details… and what about multiple brands, don’t get me started?
Over the last few months I was tasked with producing the ‘best-in-class’ mobile sports book and casino. As Lead UX, it was my responsibility to satisfy specific user journey’s, demanding stakeholders and limits set by the Tech Leads. I wil also be showcasing certain features, and from an Agile perspective how they fitted both into the roadmap and overall experience.
But first I’m going to give you a preview of what’s to come. This is one of the more complex mobile programs I’ve been involved in throughout my career so I’m going to attempt to split it up into manageable chunks.
First up: An overview
This is the first 10 steps to take your mobile design skills to the next level
Watch the animated version here
When designing for the desktop you can consider the end-user environment, when designing for print you can picture where the magazine will be read but when design for mobile the end-user scenarios are so varied and so far ranging that todays savvy mobile designer needs to develop an entirely different skill set.
This is the edited version of a presentation I gave at Mobile Meet Up on Tues 27th Sept about ‘10 key considerations when designing for mobile ‘. I must stress this doesn’t mean there are only 10, in fact it’s the opposite, there are many more considerations. But here are my top 10:
1. Real Estate
Whether you coming from a desktop background or from advertising the canvas size you have to pay with is drastically reduced on the mobile environment.
Over the years the relative screen size difference has increased. The difference between the smallest (128 x 128) and the largest (800 x 480) is now a factor of 23. That means the largest screen is 23 times bigger than the smallest one.
2. Design with distraction front-of-mind
Sharpen your toolbox
To provide a quality UX service for companies small and (very) large you need to supply yourself without the right kit. Once you’ve gone beyond the usual suspects (MacBook, dual screens, sketchbook, etc) there come the need for a current and useable digital toolbox.
1.0 Aims and Objectives
To produce the best-in-class iPad and iPhone App for playing slots and table games.
Recently I was involved in conceptualise and leading the UI for a iOS casino App for both iPhone and iPad. I’m not going to detail all design decisions here but walk you through my perspective on why branding for this product is so important and why the decisions made differentiate it enough to stand-out in what is already a fiercely competitive and crowded marketplace.