Service Design: Pragmatic Steps for Positive Change

Service Design: Pragmatic Steps for Positive Change - Kevin Fitzsimons

In today’s guest post, The UX Agency’s Kevin Fitzsimons shares some practical advice on how to bring about positive change when it comes to service design and delivering a better experience for your customers.

Design Thinking.

Service Design.

Experience Design.


Recognise these? Lots of phrases like this have appeared on the business radar recently, all of which include the word ‘Design’. For someone working in business, just trying to serve their customers better, it’s getting hard to absorb. How do these differ from each other? What’s relevant, what’s not, and how does someone who isn’t a design specialist make sense of this? Are they things that should just be left to design specialists, or should you get involved, and if so to what extent? Perhaps more importantly, what does it mean for your customers and for how your business could evolve? And what practical steps can you take right now to get started along the Service Design path?

Firstly, it’s worth highlighting that all of these have one thing in common: they focus very clearly on customer-centricity as a cornerstone, and indeed can’t be effective without it. They all recognise the fundamental importance of a deep understanding of real users, and how their engagement with your product or service can develop and improve.

So how does this play out in Service Design?
It’s clear that user expectations for service delivery are rising, fed by an ever-more sophisticated set of (largely online) experiences that your customers are exposed to on a daily basis. But the services delivered to them are currently often fragmented and lack cohesion, leading to frustration, irritation, notable pain points, and outright failure. Typically, the root cause of this can be, for example, an organisation’s service reflecting their internal organisation rather than the user needs, and/or individual silos within an organisation delivering their own pieces of the overall service without adequate coordination.

Why is Service Design key?
Because increasingly businesses are seeing their service offer as what they actually sell in the marketplace. And ‘brand’ is more and more being thought of, and expressed as, a service rather than a visual design or the vague offer of a ‘promise’. Take the Kindle for example: sold as a product, but considered by Amazon to be simply one piece in an overall service ecosystem:

Service Design: Pragmatic Steps for Positive Change - The UX Agency

”We don’t think of the Kindle Fire as a tablet, we think of it as a service” 

Jeff Bezos, Founder & CEO, Amazon



Thinking in terms of a coherent, designed service brings clear benefits for business, notably in building the retention and loyalty necessary for building relationships with your customers over an extended period of time.

As with so many design aspirations in business, this all sounds great in theory. But how does a business practically make the change? Let’s look at the main underlying principles of Service Design:

Everything is based on deep understanding of, and empathy with, the users

Designers, stakeholders, technical staff and users work together to create a shared deliverable

Rapid creation of mock-ups and prototypes

Testing with real users; feedback & insights fed directly into the design process

The service is designed as a complete, end-to-end and back to front entity

So a key question would be: where is your organisation with respect to these? And what challenges might your organisation face when trying to implement these?

Some good news: many organisations are already doing some of this as part of other design initiatives (for example, user personas or journey maps). A useful initial task could be to identify & audit such activity, assessing what’s available and putting together a plan to fill the gaps.

‘Holistic’ is a crucial consideration here and often the most difficult part for organisations to address. In practical terms, this really means putting in place strategic oversight and stitching together disparate service elements, and the groups responsible for them, into a strategic, unified view. This can be challenging, but pays dividends; often this is the first time anyone in organisation has had the opportunity to work on – or indeed see – the complete, end to end service. Typically, this is expressed in a shared deliverable known as a Service Blueprint.

What this adds up to is an opportunity to own and manage the overall design of the service your organisation offers, rather than just letting it happen. It means that implementing point solutions for individual problems can be prioritised, coordinated and (using the Service Blueprint as a touchstone) harmonised to the strategic context to maximise their impact on the user’s experience, kick-starting to realise the benefits of Service Design immediately.

Service design is a skill that helps your organisation to a better position in today’s service-oriented marketplace. You can use it to build seamless and efficient experiences that delight users, and increase loyalty and engagement. There’s no doubt that this is a valuable outcome, and increasingly organisations are now building teams solely dedicated to Service Design. Going down this route can take time, but there are pragmatic steps you can take right away that can have an immediate impact on your service delivery:

  • Understand your current situation. What’s already happening?
  • Understand where you need to get to. Exploit user insights to help define and own a vision for your service
  • Establish contact with the people involved, and start to collaborate

In summary, by keeping the overall vision in sharp focus and having an appreciation of the design process, it’s possible to take initial steps, and make immediate improvements, through targeted practical action.

Author Biog
Kevin Fitzsimons - Service Design: Pragmatic Steps for Positive Change

Kevin’s work in the field of customer experience has embraced such diverse fields as Information Architecture, usability testing, service design, design management and field research.

Kevin has developed complex interfaces for consumer ecommerce, large-scale B2B enterprise software, mobile data capture applications and public bodies during his time working with organisations such as AON, Pitney Bowes, British Airways, T-Mobile and The British Council.

#UXL16 Preview: Putting UX at the Heart of the Business

Putting UX at the Heart of the Business - SimpleUsability

As part of our final build-up to next week’s UX Leaders Masterclass in Manchester, SimpleUsability’s CEO & Founder – Guy Redwood, sets the scene for his session at #UXL16, which focuses on ‘Putting UX at the Heart of the Business.’

Customer centricity is huge in its scope.  Becoming an organisation that does more than just pay lip service to what their customers want is an enormous undertaking.  But making that shift from becoming customer focused to customer centric is the key to going from good to great (with respect to Jim Collins).

Every organisation would claim to be customer-focused, but the extent to which that’s true and more importantly the everyday actions which align the company to their customers varies hugely.

User experience is a small but critical part of customer centricity and at the UX Leaders Masterclass, we’ll be discussing tools and techniques which will help to put UX at the heart of the business.

Guy Redwood - Official roundtable chair at UX Leaders Masterclass, Manchester

Guy Redwood – SimpleUsability

We’ve distilled this down to six core areas. Here’s the first three which we’re looking forward to discussing at the event:

1. Why evidence is better than opinion

We all like to be asked our opinion on things. It makes us feel valued and listened to. But as a product manager or UXer on a project, relying on opinions can make it difficult to deliver a website/app/campaign that meets both the business and the users’ needs. Evidence helps make better decisions and lowers risk. We’ll be discussing the best ways to gather evidence and how to use that evidence internally to gain stakeholder buy-in.

2. Recruiting the right research participants

Getting real users involved in your product is the surest way to develop a customer centric approach to UX. We don’t need to preach to the converted that user research is the key to success, and there are many ways regarding ‘how’ to get these users involved from focus groups, remote research and face-to-face sessions. But recruiting these users is an art form in itself – thinking about the type of contact and the level of contact that you have with these users through the recruitment process can help.

3. Evaluating success

We work with clients in a number of ways to evaluate improvements to the user experience. Analytics products give a great starting point on understanding current customer behaviour but the real value comes from exploring the hows and whys of that behaviour.  We’ve been in situations where GA stats thought to be indicators of a positive experience actually revealed deep dissatisfaction, once we observed that behaviour in testing.  Equally beware of stakeholders wanting to over-simplify quantification in numeric KPIs. Identifying and having confidence in a single indicator of customer satisfaction requires enormous effort and still may not tell an accurate story or help find areas for growth.

We’ll be going into deeper detail on each of these areas in the coming days before sharing our six-point blueprint following the #UXL16 Masterclass.



Delivering Best in Class: Attracting UX Talent

Delivering Best in Class: Attracting UX Talent - Fiona Reid

Today’s guest post by JV Recruitment’s Fiona Reid examines the challenge that brands face when it comes to ‘Talent Attraction’ across the UX landscape, and provides some practical tips on how to ensure you’re in pole position to get the best candidate.

What does UX mean to you? Whether you associate the term with wireframing or prototyping, designing or analysing, one thing is for certain; it’s about enhancing the customer journey to deliver a best in class experience, but how can you expect to do this if you don’t have best in class employees?

The challenges facing recruiting managers when it comes to attracting quality UX talent can seem like a minefield, but there are ways to ensure that you attract the right talent, which will add value to your brand.

Recruit based on passion
UX is about understanding what makes the customer tick, and how best to engage them. If an individual doesn’t have an inherent fascination for how the customer thinks and feels, with a desire to make their website the very best, they’re not going to reach the best customer outcome. You can teach wireframing; you can’t teach enthusiasm.

Invest. Invest.
We’re not talking about the age-old “pay peanuts” adage here, and investing doesn’t always mean a huge financial outlay. Sometimes, it might be about giving your staff the time they need to keep up to date with the latest trends; let them mix with like-minded individuals and share ideas. Ensure that, where there’s an opportunity for personal development, it’s offered to your staff. Staff who are given the opportunity to expand their skillset, who feel continually challenged and stretched, are less likely to look for a new position, reducing your need to recruit.

Think “outside the box”
You wouldn’t copy your competitors when it comes to your website design, so why copy them when it comes to talent? Oftentimes, recruiting managers can be so set on attracting talent from within their sector, that they can discount some genuinely talented individuals. Some of the most successful brands we work with have found that taking talent from outside of their sector has breathed a fresh lease of life into their brand, highlighting areas for improvement which they’d never even considered before.

Widen your options
Yes, ideally you might want a candidate who has two years’ experience using Balsamiq, or five years’ experience with Axure, but the key part to attracting the right talent is in identifying what is realistic, and where you have some room for negotiation.

If you’re replacing an employee who was responsible for UX research, strategy and interaction design then you need to ascertain what you really want and (most importantly) need from your next hire; it may not be practical to expect to replace a candidate with such a wide-ranging skillset (unless your budget knows no limits), but could you consider taking someone who is strong when it comes to strategy and interaction design, then taking a graduate who could become your team’s UX Researcher? Not only will you find that you’re able to fill your vacancies quicker, but you won’t be hunting for the elusive “recruitment unicorn” which *newsflash*, doesn’t exist (and if it did, would likely be in a position where it’s being approached by countless employers).

Likewise, if you’re prepared to spend the time (see point 2!) in training an individual, graduates can often bring some fantastic, core skills and are eager to be given the opportunity to expand their skillset, so don’t discount them!

Think about your “Recruitment UX”
The key skills used when it comes to UX can all be translated to the recruitment process:-

  • Strategy – think about your goals. Who do you want to attract, and how are you going to do this? If you’re going to brief an agency, make sure that your goals are clear, and that they understand your expectations
  • Research the market, to make sure you’re competitive when it comes to salary, responsibilities etc
  • Analyse continually – is your job ad fit for purpose? Is your interview technique working? What sort of candidates are you attracting?
  • Design a smooth recruitment process, with clear steps outlined to the candidate, and clear feedback points. Even if a candidate is unsuccessful, they should have an enjoyable recruitment experience, providing them with constructive feedback and leaving them open to considering reapplying next time you have a vacancy, and telling their friends what a fantastic experience they had. Just as you wouldn’t insist on 8 clicks to get from product to checkout, do you need a 5 stage interview process?
  • Validation – the recruitment process doesn’t end on the employee’s first day; continue to get their feedback and make sure that you have a clear and well embedded on-boarding process, with open and honest communication.

Ultimately, the key message here is to make sure that applicants want the role they’ve applied for; remember that the interview process is two-way, so it’s important that you make the role as attractive as possible, and the process as seamless as possible.

Don’t rest on your laurels
You may have a fantastic brand reputation and a loyal employee base, but it’s a lot harder to build this up than it is to diminish it. Listen to what your staff need, pay attention to what your competitors are doing and remember that UX recruitment is a candidate driven market right now, so you need to set yourselves apart from other employers, whether through your perks, staff morale or something totally unique. Shout about what makes you different, and remember that UX is a fast changing industry – you need to adapt to keep up and make sure you’re attracting the best.

Trust your recruitment partners
It’s so important to have recruitment partners in whom you have complete trust, whether they’re part of your internal team, or part of an external agency. Open and honest communication is a must, and clear objectives must be shared between you and your recruiter. It’s essential that all parties understand your aims, and act with the interest of both the employer and the candidate at heart.

Author Biog
Attracting UX Talent - Fiona Reid, JV RecruitmentFiona Reid is a specialist marketing recruiter, operating primarily in the digital space. She works with professionals from a range of sectors, across Yorkshire and the North West.

Find out more about what she does on the JV Recruitment website.

Why UX is a Big Deal for your Business

Why UX is a big deal for your business - Andrew Machin

In today’s guest post, LION+MASON’s Founder Andrew Machin reveals the strategic importance of delivering an effective approach to UX, and how positive customer experiences can impact your overall business performance.  

Over the last 18-24 months there’s been a notable maturing in attitudes towards User Experience Design (or UX for short). Businesses are quickly waking up to its value. And of course they should, it’s a big deal.

Take a moment to think about the last great user experience you had. It doesn’t have to be a web site either, it could be your bank’s mobile app, or even instore (like McDonalds new touch screen menus). You might not even be able to articulate why it was such a good experience, but even so, some or even all of the below will be true:

  1. You converted to action (i.e. purchased, signed up, downloaded)
  2. You remember the brand’s name
  3. You will use that service again
  4. You would recommend that service/product to a friend

Wouldn’t you love to have your customers think about your digital products/services like that?

Conversely think about a user experience you’ve had that was bad. Chances are that very few of the above are true. You may not even remember the brand name. Worse still, chances are you would proactively recommend people NOT use that product or service.

The difference between those two experiences is of course the UX design; the consideration of how customers feel when they interact with products or services, be it a website, mobile application, or software.

Whilst the common misconception is that UX design is solely an exercise undertaken to increase conversions or improve the aesthetic appeal of a product. Actually UX design is so much more; it’s about taking time to understand a user’s motivations, needs and desires, both emotionally and pragmatically, to design ‘experiences’ that leave the user satisfied. Of course the aesthetic appeal of your product matters, but there is much more that goes into it to make a lasting impact on users and achieving all those benefits discussed above.

So what are the bigger benefits beyond conversion? Below are the top 5 reasons UX design is a big deal to your business beyond CRO:

1. Great UX improves your ‘customer lifetime value’ (CLV)
Think back to the brand with which you had a ‘great experience’: Are you likely to use them again?

When a customer has a great user experience the chances of them becoming a repeat customer are greatly increased. Why would we go anywhere else?

You don’t have to look any further than Amazon to see how powerful this can be. By being the masters of UX they have literally changed consumer behaviour, so much so that now approximately three times more people start a product search on Amazon than they do on Google.

This of course means significant improvements in your customer lifetime value (the estimation of the monetary value attributed to the entire future relationship with a given customer).

And this increase is significant. Research published on the Harvard Business Review found that customers who had the best past experiences spend 140% more compared to those who had the worst past experience.

Why UX is a big deal for your business - Andrew Machin

2. UX improves customer acquisition
Happy customers create more customers. Through Google’s research into the Zero Moment Of Truth we know that people tend to share their experiences with others, thus influencing their behaviour.  As such creating great user experiences doesn’t just make your existing customers more valuable, it also makes it easier (and cheaper) to get new ones.

For instance, the chances are you’ve maybe tried a mobile app that a friend or colleague has recommended. Again back to your ‘great experience’; did you tell anyone about it?

A survey by American Express survey found that happy customers tell on average nine people about their experiences with a product or service.


Why UX is a Big Deal for your Business - Andrew Machin, LION+MASON








Source: American Express

This is very important as not only are referrals from friends or family members frequently cited as the biggest influence for customers looking to try out a new product or service, but in a social age we share our experiences in a much more transparent and accessible way to others. Good user experiences are quickly amplified through social channels encouraging secondary referrals.

3. UX improves brand value
Experiences are quickly becoming the new battleground for building brands. Think back again to your ‘great experience’ brand – how do you feel about them as a brand? Would you describe them as a brand you like?

In a connected and social landscape, we are now much more connected to the brands they deal with. As such customers now equate brands with the experiences and how they make the customer ‘feel’. This means the UX design of all your digital touchpoints has a direct impact on perception of your brand within the marketplace.

In a study by Moosylvenia into the relationships between the ‘Millennial’ generation of consumers and brands they found that Millenials are “quickly becoming the most influential group of consumers. However, they reject traditional advertising, preferring instead to build relationships with brands.”

To this end, who customers spend their money with is now highly influenced by their feeling toward that business based on experience. American Express found that 70% of consumers were willing to spend an average of 13% more with companies they believe provide the best experience. That is, users are willing to pay a premium for the best experience.

By only focusing on the blinkered metrics often associated with UX, many brands are failing to capitalise on the opportunity to build their brand with this new generation of consumers, and more so could be doing their business more harm than good.

4. Great UX can improve your SEO and search rankings
Search engines like Google are constantly striving to improve how they determine which are the best results for a user’s intention. Their big challenge of course being that ‘best’ is subjective. Hence the last few years has seen a sea-change in how they determine what makes a page deserve rank.

Gone are the days where keyword stuffing and spam link building was enough to get you to the top (practises which will now see you actually wiped from the results pages) replaced with constantly evolving methods of trying to best understand what makes a valuable result for the user.

But despite the amazing technological advances, search engines still can’t engage with text, images, or video the same way a human user can. Google are even investing heavily in machine learning and AI to better understand how humans interact with information.

However, there are still plenty of simple signals that search engines can interpret as to whether their results have satisfied the user’s intent:

  • Did the user click back to the results after visiting the page to try another result, or did they stay?
  • How long did they stay on the site for?
  • Did they convert?
  • Did they engage with the content?
  • Did the user keep returning to the same site?
  • Is the site easy to use/mobile friendly?

All the above give search engines great insight as to whether the user was satisfied by that result. And of course they are all factors that are governed by UX design. When a user has a great experience on your site they are less likely to look elsewhere, engage more content, more likely to convert etc.

So by having great UX you can influence all the above signals, demonstrate you are the best result to search engines, improve your rankings and drive more traffic to your site.

To conclude
The experience your users have across your digital touchpoints has a powerful influence over your business performance. Although it’s easy to take a blinkered view of the value of UX design, even small improvements can have dramatic impacts across the many facets mentioned above.

Failing to recognise the tangible connections between the experiences you serve-up and your customer’s satisfaction can not only affect your business performance but hold your brand back.

Those with the best UX are winning, so dedicate efforts into developing great user experiences and you’ll create a great feeling with your customers. Great business results will follow.

Author biog
Why UX is a big deal for your business - Andrew MachinAndrew Machin is Founder and Director of UX for LION+MASON: an expert user experience agency specialising in the design of mobile and wearable apps, websites, software interfaces and other digital touchpoints.

With more than 15 years’ design experience, Andrew has worked with many brands such as John Lewis, Jet2 and Inchcape, is a frequent conference speaker on UX and user engagement and has also lectured at Leeds University on the subject of design.

Accessibility: Good UX for all

Accessibility: Good UX for All - Luke Aylward

In today’s guest post, Luke Aylward outlines a series of useful tips on how to make sure your content and design are more user-friendly, and reveals the importance of ‘Accessibility’ when it comes to user-experience (UX).

As you’re probably aware, user experience (UX) is all about making someone’s experience of using a website, app or other form of digital/print media as seamless and stress-free as possible. Getting an answer or outcome in as few steps as possible is UX in its purest form.

A lot of that can be said of accessibility, something that many marketers, designers, writers, developers, analysts and strategists working in agencies and in-house roles need to consider before the production and publication phase.

Simply put, accessibility is where you make something more usable and readable, from the simplest app to the most comprehensive website. Some organisations, namely those responsible for adult social care, are required by law to make all of their information accessible, but what does that have to do with UX?

Working together
As it happens, there are so many things that good UX and accessibility have in common. The main ones are:

  • Information presented in a way that’s both easy to read and easy to understand
  • Information being laid out in a way that’s easy to navigate
  • Being as easy to read/use as possible for a wide variety of audiences with specific needs
  • Both are more likely to get repeated visits to websites/apps if UX and accessibility are both up to scratch

Basically, you can’t have an accessible bit of content/design work without it providing a good user experience, while you can’t have good UX without accessibility being taken into account during the production process.

Why is accessibility important?
Accessibility is important because it’s valued by millions of people worldwide where print and digital info is concerned. Taking the UK as a whole, amongst the 11 million or so people with a disability, many of them have cognitive impairments.

Autistic, dyslexic, dyspraxic, colour-blind and learning disabled people in particular need their info to be as easy on the eye as possible. Issues experienced such as overly bright colour schemes, poorly laid-out designs and content stuffed with jargon and unnecessary long words can constitute bad UX.

If they chance upon a website that comes up after searching for a service on Google or Bing and click on the first result they see, only to find that the website they’re on is inaccessible, they’re bound to turn away. Being diagnosed with Asperger’s Syndrome myself, I know from personal experience that any site that isn’t easy on the eye won’t sit well with me.

What happens when accessibility is ignored?
If the accessibility needs of at least part of your potential audience are ignored, the likelihood is that you’ll miss out on hundreds, if not thousands or millions of visits to your website, downloads of your app or purchases of your products/services.  Just because some have issues with complex wording or moving images doesn’t mean you can forget about them.

Should a visitor with accessibility needs find your website, app or content/design not accessible enough, they’re more than likely to go elsewhere. Hopping straight back to the search engine results page, they’ll look for the result beneath your brand’s and see whether it’s better than what you have to offer.

Aside from turning elsewhere, an inaccessible website will discourage people from paying another visit, even if they hope that said site will improve. Fortunately, there are a few simple fixes you can apply to your content and design work that will considerably improve accessibility and, in turn, user experience.

Top accessibility tips
Here are five things you can do to any of your design or content work for print or the web in order to make it accessible:

  • For a website, ensure that no page is more than two or three clicks away from the homepage. If this isn’t possible, have some form of breadcrumb navigation in place and a clear sitemap that can be accessed from the homepage
  • Content-wise, make sure that you use relevant subheadings after every three paragraphs, keep paragraphs to no more than four lines and steer clear of jargon and technical language where possible
  • Use a colour scheme that’s easy on the eyes and makes content legible e.g. off-white or pastel colours for backgrounds and dark-coloured text. Test colours against one another to see if they match as well
  • Implement thorough UX testing to see if the alpha or beta version of what you’ve produced is accessible or not. Enable those taking part to let you know what they think and then, you can act on their feedback
  • For design, leave sufficient space so that each element is easier to read. This means increased line spacing for blog posts, clear space between columns and widgets on a website and an overall look that isn’t too cluttered

Most of the above points are covered by W3C, the Web Content Accessibility Standards. The key areas outlined are being perceivable, operable, understandable and robust, all of which are integral to UX.

One final thing to consider to make something accessible is the implementation of an accessibility toolbar. One that toggles font size, colours, contrast, greyscale and highlighting or underlining of links will do the job; WordPress has many available as plugins.

As you’ve just read, there’s a lot that good UX and accessibility share. Check everything, test it and keep everything as simple to use as possible. If you do that, you’ve at least partly managed to cover both areas.

Author Biog
Accessibility: Good UX for All - Luke AylwardLuke Aylward is a freelance copywriter and print/digital designer based in Leeds. He produces accessible content and design work for charities, SMEs and community groups. Find out more about what he does at the Slash/Leeds website.

Why is personalisation so important in UX?

Lawrence Alexander: Why is personalisation so important in UX?

In today’s guest post, Home Agency’s Digital Strategy Director Lawrence Alexander takes a closer look at ‘Personalisation’. 

It’s been reported that Barak Obama only wears blue or grey suits. They are beautiful suits (obviously), but as the President of The United States of America, he could have as many suits in as many colours as he likes. A new one for every day perhaps. But he has a very good reason for only wearing blue or grey suits; a reason I will share with you later.

First a question for you; the reader. Do you own a personalised object like a fitted suit, a personalised number plate or some custom jewellery? For most of you the answer will probably be no and for those of you that have, I’m sure it’s something you consider to be a special item.

For most people a personalised item is something rare and therefore special. So why is it that so many marketers believe that customers expect a personalised service?

Personalised content, services or experiences have rapidly grown in the past ten years led by Amazon’s customer centric approach with it’s famous “other items you might like” feature. This is a big departure from previous thinking when famous people said things like:

“You can have it any colour, so long as it’s black.” – Henry Ford

Henry Ford: Why Personalisations is so important to UX

“You can’t just ask customers what they want and then try to give that to them… A lot of times, people don’t know what they want until you show it to them.” – Steve Jobs

Have things really changed so much that the modern customer (which includes you and me) now demands that everything be personalised. The short answer is no. The demand for the extra special is not what has changed. The really difference is time.

There is no doubt that we all have less and less ‘spare time’ as little bits of it get eaten up with box sets, iPhone updates or keeping up-to-date on social media with people you sort of know.

Busier lives mean we like things to be quicker and simpler. And what makes things quicker and simpler? That’s right; personalisation. And here’s why.


Recommendations cut browsing and searching time. Custom filters (even ones you can’t see) mean you don’t waste time looking at irrelevant offers, and smart personalisation like time or weather means that the right offer is waiting for you when you need it. Any time a preference is made for you like location, time, age or gender, it saves you time.

  • It either saves you time because you don’t need time to filter out irrelevant results
  • Or it saves you time because you don’t have to tick boxes in an advanced search to see the best results


Barack Obama told Vanity Fair that:

“You’ll see I wear only grey or blue suits,” [Obama] said. “I’m trying to pare down decisions. I don’t want to make decisions about what I’m eating or wearing. Because I have too many other decisions to make.”

Barack Obama: Why Personalisation is so Important to UX

By doing this he is deliberately avoiding decision fatigue. Making decisions uses mental energy therefore making you tired, or when you are tired, making simple decisions seem much harder than they really are. Many of us have experienced that moment, when we’re tired and hungry, choosing what to have for lunch seems like an impossible decision.

Because decisions use energy our brains have a number of tactics to avoid making them. It makes reckless decisions for us; leading to regretful purchases. Alternatively, it avoids making a decision at all.

Personalisation makes the whole process simpler by making a lot of decisions for our customer. By using data such as previous buying history, product reviews, age, gender, location and whether we are able to make recommendations that leave the customer with just one decision; do I like it or not?

Personalisation is never going to make a customer want something that they don’t like, but it will make it easier for them, giving them the energy to make the decision instead of abandoning a basket to avoid decision fatigue.

So why does Obama only have grey or blue suits? To make his life quicker and simpler. The next question is; how can you do the same for your customers?

Here’s how…

  • Quick: Recommendations cut browsing and searching time. Custom filters mean you don’t waste time looking at irrelevant offers and smart personalisation like time or weather mean that the right offer is waiting for you when you need it
  • Simple: There is a limit to the number of decisions we can make in a day before our brain gets tired. That’s why Obama only wears grey or blue suits.
  • This means that all of the decisions we need to make like which button, which category, this item or that, which colour or what delivery time are all tiring out your customers and making it harder for them to live a productive life; unless you personalise!
  • By personalising you reduce the number of decisions they need to make by making the decision for your customer. Personalisation is about making the right choices for your customer so that they don’t have to.
  • This means when it comes to the final decision: shall I buy this? They won’t be too tired to make it.

If you’d like to learn more about this topic, you can register to attend next month’s UX Leaders Masterclass in Manchester, where Lawrence will be leading a session that discusses: Delivering Powerful Personalised Customer Experiences.

Author Biog

Lawrence Alexander - Official Roundtable Chair at UX Leaders Masterclass, Manchester

Lawrence is a strategist specialising in digital and brand communications. He’s worked with over 150 high street brands including Microsoft, Mashable, BMW, Sony and Unilever. Since 1999, Lawrence has been using a mixture of behavioural psychology and digital brand strategy to help businesses and brands achieve their business objectives.

Related Content: How too many choices lead to a drop in sales


Manchester to host UX Leaders Masterclass #UXL16

UX Leaders Masterclass - Manchester

After the successful launch of the last two masterclass events in Manchester – next up will be the UX Leaders Masterclass #UXL16, which will take place on Tuesday 20th September 2016.

Delegates already confirmed for #UXL16 include: Kellogg’s, Bank of America, Shop Direct, Sky Bet, Boots, Missguided and many more of the UK’s biggest and best consumer brands.

Further details about the venue and programme will be updated over the next few weeks.

The masterclass in association with The UX Agency, Home and SimpleUsability will bring together a selection of the industry’s finest digital and creative talent, as they discuss the big issues and developments that are shaping the User Experience (UX) landscape.

To secure your seat at the UX Leaders Masterclass #UXL16 – Register Here

Strong Line-Up Confirmed for Brand & Audience Engagement Masterclass

I’m delighted to announce that the speaker line-up for the Brand & Audience Engagement Masterclass has now been confirmed with leading experts from Elmwood, Jaywing, WRG, Wolfstar and Igniyte  – presenting a series of engaging sessions on Tuesday 14th July 2015.

The masterclass in association with Network Marketing and the University of Liverpool will provide delegates with a powerful series of insights, strategies and tactics from five industry leaders who will share their latest thinking on brand and audience engagement.


  • Developing the right brand engagement strategy
  • Creating and promoting powerful content through owned, earned and paid media channels
  • Tactics for driving customer acquisition and retention through better online brand engagement
  • Measuring the effectiveness of brand and social engagement
  • How to deliver an engaging online user experience

Who’s attending?

  • Head of Marketing Operations, O2
  • Global Vice President – Brand Strategy, Arla Foods
  • Professor of Marketing, University of Liverpool
  • Marketing Director, Joe Browns
  • Marketing Director, Taylors of Harrogate
  • Global Marketing Manager, Mamas & Papas
  • Head of Community & Social Media Marketing, Premier Farnell
  • Head of Marketing, WageDayAdvance
  • Digital Marketing Manager, Irwin Mitchell
  • Regional Marketing Manager, DLA Piper
  • Marketing Manager, Yorkshire Water
  • Senior Manager – Brand Operations, Lloyds Banking Group
  • Customer Strategy & Planning Manager, Yorkshire Building Society
  • Customer Insight Manager, Asda
  • Marketing & Communications Director, Capita
  • Brand Activation Manager, Bettys & Taylors of Harrogate
  • Digital Marketing Manager, The Co-operative Group
  • Senior Manager – Online Content, Brand & Communications, TD Direct
  • Head of Customer Knowledge & Insight, TD Direct
  • US Marketing Coordinator, Pure Collection
  • Digital Content Coordinator, Pure Collection
  • Retail Development Manager, Warburtons
  • Brand & Social Media Manager, Superbreak
  • Customer Retention Manager, WageDayAdvance
  • Customer Retention & Engagement Manager, Satsuma Loans
  • Communications Manager, Xerox
  • UK Marketing Manager, Smoothwall
  • Marketing Manager, University of Leeds
  • Head of Marketing, Pets Choice
  • Social and PR Manager, Pets Choice

If you’d like to attend, please complete the contact form or call me on +44 (0)7796322894.