Tag Archives:

user experience

Inside UX: An Interview with Bruce Waskett

Curious about UX? Bruce Waskett, former Head of UX and UI at Macmillan explains what it is, and how it fits in at Macmillan.

What is UX and why is it important?

User experience (UX) has become a very over-used and misunderstood term in our industry for a few years now. It has always been a broad-ranging skill and discipline but certain terms are often picked up on and become the ‘must have’ thing for organisations and people.

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Mailbox with envelopes flying out of it, representing email

Using automation to personalise email campaigns

This week, Bryony Ashcroft, Digital Editor at Macmillan, spoke to our Email Marketing Officer, Fearn Sandison about how she is using automation to personalise our email campaigns.

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Digital trends blog post image

Digital trends in 2016

With January behind us, Hamilton Jones is considering some of the digital trends set to come our way this year.

2016 is already shaping up to be an exciting year for digital, and we in the digital team are always keeping an eye out for new trends, looking at what they mean for Macmillan and how we can respond to them. Here are our top five digital trends to watch out for this year and the work everybody here in the team is doing in-line with them:

1) Unifying the online and offline user experience

As digital continues to work its way into everyone’s day-to-day lives, we are coming to expect seamless integration between online and offline. With many users’ journeys seeing them hit several touch points across both of these mediums, 2016 will bring more technologies that help organisations make their user experiences unified.

Macmillan users could see a great benefit from technologies that allow us to unify how we support people across their journey, and we are already starting to implement them: The My Macmillan area of our website has been designed to help users to feel more supported by giving them easier access to information relevant to their existing journey. When someone logs in they are able to save pages on a dashboard that they can access later, which also displays pages they’ve recently viewed. To further unify the dashboard with other parts of the website, we have developed single sign-on with our be.Macmillan domain and allow users to input their postcode to find out what’s in their area.

2) 24-hour technology that doesn’t sleep

Anytime. Anywhere. That’s the internet, and it doesn’t go to sleep. 2015 saw many organisations respond to the rise in user generated demand of always on services, but in 2016 we’ll see mass adoption of in-house and external social to be the main point of contact for out-of-hours services.

We know that cancer can be a scary place, that’s why we’re trying to make sure that nobody faces it alone. Because of this we are already offering several services for users outside of office hours. Our social media accounts and Online Community are manned on weekday evenings and for several hours over the weekend. Our website has information standard approved content that people can access at all times of the day and night, while the online community also offers peer-to-peer support that is accessed by users around the clock.

3) The year of connected devices

The internet of things is quickly becoming the internet of everything as new connected devices are starting to appear almost daily. With the advent of wearable technology and a rise in healthcare orientated apps, patients and healthcare professionals are being given the chance to diagnose and treat certain illnesses like never before. The scope for how this could impact people’s health is huge – from contact lenses that can read blood glucose levels to games that improve emotional wellbeing.

In the UK however, it might take longer than until the end of 2016 to see these really impact people affected by cancer. Without a data standard in place for apps, healthcare professionals and organisations are unable to fully utilise their potential, but we are excited to be working with organisations like the NHS on the opportunities for standards and accreditation in areas like apps.

4) Personalised data gets more personal

We are already growing used to being connected in every way, and we’re producing huge amounts of data about ourselves. Using this to create personalised experiences isn’t something new, but 2016 will become more dynamic, creating experiences that reflect people’s changing needs and preferences over time.

We want to help everyone affected by cancer to take control of their journey and access the support and information they need at a time they need it. By helping people express preferences, they enable us to provide them with personalised information that’s relevant to them and their location, while also making recommendations on where to go next. This has the potential to empower people to navigate the system, make decisions about treatment and take control over their healthcare journey.

5) Virtual assistance

Most smartphone operating systems now have personal assistants: Siri, Cortana, Google Now (this one’s tragically lacking a space-age name), and they’re starting to learn like humans. A lot of work over the past few years has been put into virtual personal assistance, with the ultimate goal of making them so slick that the user can be completely conversational and still achieve their desired outcome.

Somewhere down the line we could be using technology like this to offer support to people affected by cancer, but where we see the most benefit for this tech in the near future is to enable our healthcare professionals to have even more information at their fingertips, helping them be even more amazing for people affected by cancer.

Questions about this post? Leave us a comment below or tweet us @mac_digital. We’d love to hear from you!

Image of various devices. Mobile, laptop, tablet and desktop.

Scrolling beyond the fold

How have UX trends shaped website design and why have some of our favourite homepages changed this year? As 2015 draws to a close, Hamilton Jones gives us some last-minute answers.

For many years, website page design has been dominated by above the fold design, a trend deriving from traditional print media. More recently, with the overwhelming uptake of mobile technology and higher resolution displays, scrolling has become king and the fold is being considered obsolete by many digital marketers.

But let’s not jump ahead of ourselves, as the first part of a website that a user is going to see, above the fold is still a key consideration in website design, particularly for information hierarchy. Good hierarchy doesn’t mean cramming all of your best and most important content at the top of the page, instead it should see information displayed strategically throughout the page to be served to the user at the most appropriate time and in the most accessible way.

Now that reams of information aren’t being put into the first 700 pixels of a page, we are starting to see some beautiful website designs that have a cleaner and simpler aesthetic. Some of the most popular trends of 2015 have been the long scroll pages, tile/card layouts, interactive storytelling, hero images and large typefaces. But different pages call for different approaches to layout and design.

Take for example our homepage. People that land on our homepage could be looking for any of our services, so we need to ensure that we create a story where they can understand our brand, discover what we offer and navigate quickly and easily to the section of the site they need. By introducing a long scroll web page with hero images we are able to serve content about each section of our website as the user moves down the page, providing them with enough information to understand what the section offers, but without giving them so much that they won’t want to read it.

When a user enters one of the landing pages within Information & Support, the layout changes to be much shorter and focuses on click interaction and pagination. Instead of being general like our homepage, these pages are more specific but don’t contain in-depth content, therefore act as signposts to guide the users to specific pages.

Moving down to article level and the pages become very specific. These pages are much longer and often contain a large amount of information. Here we have bigger type-face at the top of the page so the user knows immediately if it is the right content for their needs. These pages also focus on scrolling due to their length, so the user can take in the information without distraction as that is the main purpose of the pages.

Now that 2015 is coming to a close however, it will be interesting to see how website designs continue to change and evolve in 2016, and the changes that we at Macmillan will make, to continue to ensure that our users are getting the best possible experience from our website.

Questions about this post? Leave us a comment below or tweet us @mac_digital. We’d love to hear from you!