FIGARODIGITAL.CO.UK


Andy Marshall


Head of User Experience at Rufus Leonard


FIVE UX PRINCIPLES TO BOOST ONLINE MARKETING


Andy Marshall, Head of User Experience at Rufus Leonard, discussed experience and design at the Figaro Digital Marketing Conference in November 2015. “For me,” he says, “UX is the process of seeing things from the customers’ perspective.” Here are 


a product are formed from much more than the product alone,” says Marshall. “Packaging, adverts and reviews all inform our experience of a product. Consider the aesthetics in all experiences that people have around your products and services.”


Social learning 3 Reciprocity 1


If you give something of value to a customer they’re more likely to give you


something in return,” says Marshall. “But this isn’t quite as easy as just giving something away for free and then expecting to get something back.” Consider what you can give to      users something for free and then take it away (or ask them to pay for it.) And avoid anonymity in communications by including emotional cues like eye-contact. People respond to people.


Aesthetic association 2


As consumers we create subconscious associations 


“In a social context we learn from others,” says Marshall. For marketers that means


showing products in use and building a story around them. He points to Argos and Ikea as brands who understand the value of visual content that presents their products        environment where people can try out products, and be observed by other people as they do so.”


Endowed progress 4


We’re all familiar with loyalty cards which encourage us to stick with a brand until we


can redeem our reward. “We’re more motivated to complete tasks we’ve started, compared with tasks we’ve yet to start,” explains Marshall. “Think about how you can bestow progress on other people. If people save a quote, let them know how far through the process they are in your reminder email.”





aesthetics, and those aesthetics appeal to far more than our visual sense. Just ask 7Up. In an experiment the ‘greenness’ of the can was increased by 15 per cent to make it appear more lime-coloured. Customers began complaining that       limey. Nothing had changed but the colour of the can. “Our impressions of


The peak end rule 5


“There are three particular aspects of an experience that are important,” says


Marshall. “We remember the peaks, the troughs and how the experience ends.”


Brands today aren’t  by what they say.


They’re  by what they do


digital. But we’ve grown up through – and with – it. Digital is not something that’s bolted on. We’ve built a proper technical capability.” ‘We create experience by design’ is the agency’s motto, so how does Parkes describe Rufus Leonard’s overarching principles, and how are they applied?      


experiences across all touch-points. Many brands these days have no physical manifestation at all. Focusing on a brand’s purpose and bringing that to life across channels is a big part of what we do. It’s about interacting with the experience. “Secondly, we’re focused on digital


transformation. Everyone talks about this, but for us it means helping organisations embed, deliver, sustain and innovate their digital experience. That, in the broadest sense, is what we do: get businesses to understand technology’s role in their brand’s purpose, day in and day out. “Thirdly, we try to make things


continuous. We have some very long- established clients. British Gas goes


68 annual sourc e guide 2016


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