user experience

Focus group results: the importance of a streamlined user experience

Having recently completed my degree in Digital Marketing Communications at Manchester Met University, I have this useful piece of research laying around. Instead of having it sit there, benefitting no one, I thought I would repurpose some of the insights as blog posts to share with you lovely people. This is part one…

Entitled ‘Mobile responsive design – retaining customers with delightful content, anywhere’, the research looked into the effects that web and email render quality has on user behaviour and the implications for brands. As well as interviewing 4 industry professionals, the study also questioned two focus groups of students. The aim here was to identify themes in how users interact with different levels of (website and email) quality from a mobile device.

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Retaining Customers With Email Only Offers

Nowadays, my email inbox tends to contain irrelevant offers so it’s refreshing to receive one now and again that is useful, relevant and easy to redeem. An example of this is this tactically distributed email from Pizza Express which arrived in my inbox just before lunch time. Let’s face it, the offer is a pretty good one and ideal for lunch meetings or friendly catch-ups; the timing couldn’t have been a coincidence.

With the mission to get customers offline and in store, it didn’t hurt that it renders well on mobile devices too with its limited large bold text and high quality images. The design is simple and renders quickly on a mobile which is ideal if having to retrieve the code in a restaurant. Top marks for user experience (and the food wasn’t too bad either!).

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