Digital Marketing

The art of user experience design

Yes, it’s this complex… And even this graphic leaves out some plates which a great ux designer will keep spinning

The Intricate Anatomy Of UX Design

Great design, engineered into site processes and design from the outset, will multiply the proportion of visitors who achieve their (and your business) goals.

British Gas makes it hard for customers to pay best value rates

The reality of British Gas’ new, simpler tariffs…

[pasted from feedback to bg, when trying to update my dual fuel account]


I had a dual fuel, direct debit account with bg
you ended it, and didn’t tell me
is that legal?

I had to come & check… nowhere on my logged in account did you notify me that there had been a change in tariff.
Is it legal to change prices on a direct debit without notification?
Even banks manage that…

I checked your new, simpler accounts.
& tried to order one.
At step 3, I was told that I’d said I wasn’t a bg customer.
(remember, I’m doing this while logged into my BG account!)
No, I didn’t tell you that
There’s no opportunity in steps 1 or 2 to indicate whether or not I’m a customer.

So now I have to wait for your call centre to open, so that I can transfer my dual fuel online account into a new [not-notified] online dual fuel account.

Just how much will you compensate me for
a) the inconvenience
b) the user-experience advice

The Likeminds experience

At Likeminds 2010 I compared my notes to those of Adam Timworth, sitting beside me. And promptly stopped taking notes. His were so much better than mine.

Adam’s liveblog posts for Likeminds 2011 are as thorough as ever; I’ll not pick out any speakers or immersives, and recommend watching the videos as they’re posted. Likeminds give its speakers an open remit; the only requirement being to be original – there’s no pitching, or tired reruns of this season’s conference slideset. The result is an intensive learning experience, from beginning to end, and on into the night.

I’ve been before, & loved it from the first moment. Used the London Club regularly. And somehow though I expected a great event again this year, I’m delighted to find that the changed emphasis & format evolution have kept things fresh – but as intensive as ever.


Like Minds 2011 Day 1

I love that likeminds doesn’t spoon feed folk; it’s damned hard work. The platform content is so original it demands attention. The conversations around sessions start at a serious level of understanding, and soar from there. it was striking how this year there were far fewer tweets to announce ‘I’m at likeminds, and the next speaker is kicking off’… far fewer tweets, as we all listened, thought, and digested.

To manage a one day event like that would be an achievement – to manage it time & again, this year for 3 days, is an astonishing achievement by speakers, organisers, and the participants (aka, anywhere else, as the audience!).

It’s striking that this year’s shift away from being ‘about’ social media perfectly previews social media’s evolution into everyday business as usual.

Exeter is the perfect backdrop; fresh air, invigorating walks between venues & lunches, and the speaker/organiser/participant pack is shuffled several times a day, for extra stimulation.

heh; this started as the answer to a feedback question; it’s developed into a fully formed roundup. Note; I’m not mentioning one speaker, one immersive, or one fellow delegate. It’s all good; every piece of the jigsaw contributes to the picture – and the picture wouldn’t be so rich without each and every one.

I like the thought that likeminds brings us the unsung heroes, from behind the scenery, who make things happen.

Social media’s journey; we’re not there yet


Social media revolution

 A beautiful rendering of the scale of what’s changed in the past 15 years (by By Mentionablehonor (Own work) [CC-BY-SA-3.0 ( or GFDL (], via Wikimedia Commons )… & no, twe’re not there yet. the journey has only begun – but we can now see many of the underlying principles that are driving change in marketing. on HTML5 bypasses Apple App store

With Android-optimised editions to follow, The FT has launched its HTML5 edition, pointedly not available in Apple’s App Store. HTML costs substantially less to develop than a mobile app, and tailoring to mobile & tablet flavours becomes non-essential, rather than mission critical. And of course there’s no need to pay up to 30% fees to the hosting app store.

The FT has always innovated, and has for a long time led the way on making digital publishing make commercial sense. Expect other publishers to follow suit.

Social Marketing creates profit

A short video from Daniel Heaf, Director of Digital for BBC Worldwide, on the “staggering” profit they make from Facebook. & I like his idea of not thinking of social marketing as, er, marketing. It’s a profit centre, that drives up to 30% of BBC’s Top Gear website traffic.

video permalink: HT to Beet TV

I heard Sheryl Sandberg talk last night at LSE – (read Joanne Jacobs’ excellent liveblog ) and the BBC’s use of Facebook fits with the Facebook Sheryl described. One where the platform is very very good at a few simple things. (So facebook photos aren’t the best photo service online; they’re almost feature-free, but Facebook is *the best* way to share photos with friends. One thing, done staggeringly well.)

The BBC seem to have discovered that facebook *does* audience.

Now, that’s a staggering thought; if one of the world’s largest TV producers finds good audience for one of the world’s most popular tv shows… and treats it as a profit centre rather than a marketing or content production cost, then shouldn’t that thinking work for other, smaller, businesses?

Digital Marketing Manual: Kindle edition live today

released 1 April 2011, the Kindle edition of Digital Marketing Manual

The dust cover says…

Covering: search engine optimization, search engine marketing, social media, email marketing, privacy & data protection, websites & blogs. And how to include online marketing with the real world sales & marketing activity that businesses already use.
Digital Marketing Manual gives you:
– 7 quick reference guides, in easy-to-use format, one digital marketing topic at a time
– or read the whole book for a complete online business development program

The Digital Marketing Manual is jargon free, full of sound ideas that quickly and easily make your online business more profitable.
Rapid “How To” topics include:
– Pay per Click advertising
– test & measure to make more sales
– search engine optimization
– manage time commitments
– using social media alongside other marketing activity
– identify what works
– email marketing
– create repeatable campaigns
Start today
Each section ends with an Action Plan to help identify what your business can do to make better use of digital marketing.


Go ahead, but a copy or two today!

Digital Marketing Manual