Andrew Kinnear

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on April 07, 2011

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The Top 7 'Best Practices' for Travel and eCommerce Sites

If we look at some trends in web design, functionality and usability when it comes to eCommerce, we'll find a lot of them tie back to the customer. Make the experience great for the customer and you'll sell more. Make items or products easier to understand, and you'll sell more. It's common sense, but many sites struggle with the right mix of usable features, understandable benefits and great value. Here's my list of the top Best Practices any digital marketing team should throw on the front burner during a re-design or strategic development: 1. Invest in quality visual and copy elements. For travel sites especially, customers are doing SO MUCH RESEARCH before they buy. Assume that they're going to hit all of your competitors for price. What's going to keep them on your site longer and give you more chances to sell? Content. Take the time to develop great descriptive copy-- not just fluff, but useful insights about the product or destination-- so...

Applying Bartle's Player Types to Customer Loyalty Design

Richard Bartle is a British writer, professor and game researcher. He is a pioneer in game design and was instrumental to the popularity of Massively Multiplayer Online games. He's the author of Designing Virtual Worlds and is credited with inspiring the Bartle Test, an online questionnaire that determines a gamer type based on a number of criteria. The Bartle Test of Gamer Psychology, or simply 'Bartle Test', lumps people into four categories: Explorers, Socializers, Achievers and Killers. Lucky for us, those nicely line up with the four suits in a deck of cards, so we can easily follow a design description that works for Achievers ( ♦ Diamonds), Explorers (♠ Spades), Socializers ( ♥ Hearts), and Killers (♣ Clubs). As intuitive as the four categories are, we still need a basic understanding of the player types before we compare them to a customer in the midst of a brand loyalty engagement. As well, understanding how a Bartle Playe...

Responsive Design vs. Adaptive or 'Screen Specific' Design

We're trying to understand some of the nuances that marketers are taking into their decision making process when it comes to mobile design philosophy. What makes an organization, either from a build & deploy point of view or a 'customer experience first' point of view, choose what they choose when it comes to mobilizing their web properties. This is not the Apps vs. Mobile Web debate. What we're discussing is Server vs. Browser decisions about the mobile presentation layer. There are roughly two schools of thought (though lots of versions and variations) when it comes to mobile design philosophy: Responsive Design - This is where you build a site that adjusts itself in the browser based on how big it is. On a small mobile phone screen, you may have some navigation at the bottom, big easy to follow text titles and large fonts for easy reading. However as you scale up this same code into a tablet or desktop experience, the presentation layer is shifted a...

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