As well as the actual website: https://opentransport.co.uk/ there is now a Linkedin page online:
The Blog of Hayden Sutherland, an eCommerce, Online Marketing and Digital Strategy consultant based in Glasgow, Scotland. These are my thoughts on how companies can take advantage of the modern interaction technologies and methods to improve communications, influence behaviour and retail online better.
Friday, October 11, 2019
Open Transport Initiative is gearing-up for launch
As well as the actual website: https://opentransport.co.uk/ there is now a Linkedin page online:
Tuesday, August 27, 2019
Knack Bags earns 5 star rating on TrustPilot
Wednesday, August 21, 2019
Transformation in Travel needs rethinking
- Every train operating company (26 in the UK) is a difference franchise, most of them providing their own online account
- Many local bus services don’t have online self-service accounts and those that do have one for each operation / franchise (despite these services being run by the same parent company in a lot of cases)
- Public transport services have private competition which only allow their tickets to be accepted via their own mobile app
Thursday, August 1, 2019
Short Sighted User Experience
- Forcing online registration for booking an eye test appointment online (despite already asking me a lot of these questions as part of the appointment request process)
- Generating an error that I haven't used a loyalty card number as part of the registration (which I do not have nor want)
- Not indicating that the loyalty card number is a required field
So I think I will phone for an appointment instead (thank goodness I didn't need glasses to find this out)
Sunday, July 21, 2019
Loyalty & a fragmented transport network won't work!
In my opinion royalty rewards are offered for only two purposes:
1. In exchange for customer data (e.g. give us your email for 10% off first purchase)
2. To change user behaviour (e.g. get 20% off rail fares for travelling off-peak)
However, this article got me thinking about how a multi-modal (rail, bus, subway, ferry, etc.) transport network could never hope to implement an effective loyalty scheme if it only had one mode... in other words in a fragmented area, such as Scotland, could this work?
So here's my article on Linkedin explaining this in more detail:
https://www.linkedin.com/pulse/supporting-loyalty-rewards-fragmented-transport-hayden-sutherland/
In reality... of course I know it won't work unless:
- All operators share the same technology/software/account application (and I know how unlikely that would be in a privatised industry)
- There are ways for all these accounts to integrate together, so that an aggregated view of all accounts is possible in one place.
And I think it is for this purpose that an Open Transport API should work towards.
Friday, July 19, 2019
Taking Mobility-as-a-Service Seriously
https://blog.idealinterface.co.uk/2019/07/19/ideal-interface-joins-maas-scotland/
Although technically we joined just before I attended the MaaS Scotland Annual Conference in Edinburgh on June 20th... this announcement is part of my growing aim to get more involved in the ongoing development and industry acceptance of an Open Transport API for account interoperability.
Wednesday, July 17, 2019
LIFESPAR cloud architecture principles to follow
- Latency-aware
- Instrumented
- Failure-aware
- Event-driven
- Secure
- Parallelizable
- Automated
- Resource-consumption-aware
Thursday, June 20, 2019
MaaS Scotland Annual Conference 2019
Thursday, June 6, 2019
Config versus Code - what's the difference?
"We aren't coding anything, we are simply changing the configuration within the product"
or "We don't need to deploy our changes to Subversion/CVS/BitBucket/GitHUb as it is config not actual code" (and sometimes the word "actual" is stressed).
Sound familiar?
So I thought I would define what I thought are the traits and differences between config and and code:
Config is:
- Customisation of mature code, without affecting that code
- Held in a source control system, wherever possible
- Setting and changing parameters via simple instructions
- Carried out using a visual tool or interface
- Limited in scope (to what the developer wanted to expose)
- Best suited to making changes to SaaS (Software-as-a-service) products
Code is:
- Scripted or compiled
- Always held in a source control system
- Carried out using an IDE (Integrated Developer Environment) such as Visual Studio or Eclipse
- Far less limiting in scope (to what the developer wants to do)
- Where repeatable functionality is held
- Best suited to the creation of bespoke applications
If you need a developer to make a code deployment once a configuration change has been made (to implement that config).... it is not config!
Wednesday, May 29, 2019
Launching the Open Transport website
https://opentransport.co.uk/
This website explains the aim of creating an online account open data standard across the transport industry.
I have seen the start of the benefits that Open Banking has has in the Financial Services industry and I think the same thing needs to happen for the transit and transportation industry in Scotland, The UK, Europe and wider afield.
Perhaps this standard may even be adopted in other industries too.. perhaps the travel one.
(Can you imagine the possible benefits of all airlines being able to link their accounts, so that a customer could use just one login to manage all their details and see the data about their flights on different carriers?)
Thursday, April 18, 2019
Architecture vs Agile
PC vs Apple
Thin client vs Desktop computing
etc.
Some have been resolved and some still continue to this day.
And now, as more digital / business transformation projects are adopting an agile approach to software configuration and development... another battle, albeit one that has been raging for some while, is growing in its intensity and prominence.... That of the agile approach vs the need to define architecture for a solution in advance.
As both a supporter of agile to create products & get feedback quickly, and an architect of digital products and services (both large and small) I understand both sides of this war.
Agile:
Wants to develop minimum viable products as quickly as possible, then get this in front of users and rapidly iterate towards completion. The focus is on "good enough" not excellence and likes the flexibility to change & improve features.
Architecture:
Designs those things that do not move... and the resemblance to buildings IS intentional. Architecture is usually fixed for the long-term and gives the foundations for other more nimble practices around it. Technical Architecture (what I define as the combination of the Enterprise Architecture and Solution Architecture disciplines) should provide general directions (e.g. public cloud/hybrid/private, buy vs build, etc.) and standards. Plus architecture should also make higher-level decisions on technology and principles which would be hard to change subsequently (e.g.coding language, integration methods, etc.).
Where things get messy is in the lower-level design of applications and their solutions. Here is where the agile versus architecture battle is waged. Where teams need to be empowered sufficiently to create products that meet the user stories... but also need enough guard-rails and check-points to operate within governance.
Thursday, March 14, 2019
When not to use an API
However, it is not always that a system designer would use an API for integration. Here are some scenarios where you would consider NOT using an API:
- When an API is not available, for example the vendor has not developed one yet
- When an API does not meet the necessary non-functional requirements (for example: security, performance, volume, availability, etc.)
- When you already have a tightly coupled integration between two systems and there is no need to change/upgrade this
Friday, February 15, 2019
Non-functional requirements - is that the best description?
The term "non-functional requirement" is a bit daft really. As it implies that you have a requirement for a feature that does not help functionality.
Perhaps they should be called operational requirements?
Wednesday, February 6, 2019
How to write online testimonials
So consider building up your testimonial beyond just a single one line quote to:
- A sell-worded longer quote*
- Quote plus image**
- Quote plus hyperlink***
- Quote plus hyperlink plus image
- Quote plus full case study
* the quote is usually a few short sentences or a paragraph statement from an existing client (ideally with name, title & company) or customer review
*** the hyperlink is typically a call-to-action" (e.g. "contact us to get a quote now" "read our case study here" or "find out more about xxxxx".
Thursday, January 24, 2019
Picking what NOT to do is an IT Strategy
New finance system? Yes
New HR software? Sure
New B2C website? Of course
New B2B website? No problem
New sales portal? Yeah
New customer data platform? Naturally
Wednesday, January 23, 2019
Advice on Video Search Engine Optimisation
Since Google can’t fully understand what your video is about without help (not yet, anyhow) optimising your clip currently means providing as much textual information about it. This is so that search engines can properly index it and then show it in their relevant search results.
My advice here is therefore:
Creating an optimized title is perhaps the most obvious thing to do, yet is probably one of the most overlooked. The clip title should be several words long (we tend to keep to the same 55 – 60 character range we recommend for web page title optimisation) and include the major keyword(s) you want to your video to rank for. Note: There are differing opinions on whether the keywords at the beginning of the title give more of a boost than those added subsequently… but I have found no definitive proof of this.
Description
Insert as much text as you realistically can into the description field of your clip. Add words about the video content, the people or characters, the situation or product it shows, and the usage or benefits being explained. In short… consider this a blog post and use several hundred words if possible. Obviously, any content placed in the description needs to include your targeted keywords from your SEO strategy, plus don’t be afraid to sometimes repeat keywords or derivative terms here
If your clip contains people speaking (e.g. a voice-over or some dialogue) strongly consider obtaining a transcript of the text and inserting this in the description too.
Don’t forget the transcript can also be:
- Used to correct or improve the closed captions, which you must consider - Sure, YouTube can auto-transcribe your audio content, but not any visual content than you may also want to describe
- Added as additional content into any web page that embeds this video clip (potentially providing some on-page SEO help too)
There is growing consensus in the SEO community that tags for YouTube clips have minimal optimisation benefits (but they do help with cross-linking between clips with the same tags). So still use them to describe your content in the same way you would a social media or blog post. However, remember to use those tags which highlight the uniqueness of your video (and therefore avoid very generic and therefore very competitive terms).
Friday, December 7, 2018
Still making the same SEO mistakes?
I'm amazed that so many existing & newly
-developed websites are still making so many Search Engine Optimisation mistakes. It seems to me that so many organisations are ignoring the basics when it comes to organic improvement of their main online asset.
I see it time and time again:
- Poor keyword analysis
- Unrealistic placement targets
- Poor quality coding
- Duplicate (or very similar) content
- No redirects for deleted pages
- Badly written content
Why is this?
Friday, November 9, 2018
Site launch checklist
Page titles
You should know by now that every page must have a page title. It's what appears in the top of the browser for that page and how it gets shown by default as a bookmark or Social Media post.
However it is also a key Search Engine Optimisation ranking factor, so ensure that it is relevant, the right length (approx 55 characters including spaces seems to be fine) and ideally unique across your new site. There is also a significant consensus in the SEO community that the keyword you are targeting for this page should be as close to the beginning of this title as possible.... but I will leave that for you to assess the value of.
Also since Google usually displays just the first 50–60 characters of a title tag, I would keep to that range without very good reason.
Meta data / Meta tags
These have grown in the number and function they perform over time, with some having a bearing on Social channels and SEO. But the key one here is Meta Description.
I'm not going to give you advice about what to exactly write in this field... as I've covered it in so many other blog posts. However, ensure that have a description on every page (correctly placed inside the <head> of the page). Plus consider that the current average length of the description field for desktop results is around 160 characters, whereas an average of 130 characters for mobile seems to be the best.
Note: Ignore using Meta Keyword tags
Sitemap
This little text file (mostly named sitemap.xml) usually sits in the root directory (or obvious sub-directory) of your site. It is a tried & tested way to tell search engines which pages are available for them to be crawled. It does this by giving a list of URLs for every public page in the site along with extra metadata about them.
Robots.txt
This little text file (all lower-case only please) should sit in your root directory of your site. It is usually the first file a search engine bot checks on a site and is there to tell all or individual bots what they are NOT supposed to do. For example, they are supposed to ignore certain directories or files.
So in this way it is the opposite of a sitemap.xml file and care should be taken to not have pages in both.
Note: some search engines may ignore the robots.txt so do not use this as a way to hide site content or data you definitely don't want found.
Redirects
When launching a new site, URLs can change.
At the most fundamental level, this can mean a change of domain (e.g. brandx.com to brand y.com) or a change of sub-domain (e.g. blog.brand.com to brand.com/blog). So sites should ensure they understand and handle all redirects correctly at new site launch.
Wednesday, October 31, 2018
Minimum Viable Experimentation
"How can we stop [a specific type of customer] exiting the online form before the end of the process?"
"We believe that by adding [1: a specific feature] at [2: a specific point] we will create [3: an expected behaviour] by the user and therefore they will reach [4: an outcome] that will improve [5: a goal]."
|
1
|
A specific feature
|
A reassuring statement about financial approval
|
|
2
|
A specific point
|
The 4th of 5 pages in the process, where the most users
drop out
|
|
3
|
An expected behaviour
|
The user is reassured that they could be approved easily
|
|
4
|
An outcome
|
The user moves to the 5th (and final) page of the process
|
|
5
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A goal
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Form conversion improves
|
Tuesday, October 30, 2018
What question are you really trying to answer?
Self-service technology
Faster delivery
<yawn>
Heard it all before? Yes, so have I... numerous times and across many different clients.
Each is craving to "move to become a digital organisation" or "reinvent their online proposition to embrace change" and other similar modern and (to be honest) pretty meaningless statements about themselves.
But I think they are approaching this the wrong way.
On the basis that each company exists to provide a product or service to another (person or company)... why the heck are they not focusing on asking more questions about what their customers need? Or questioning what stops their valuable users buying/using/engaging more? And more fundamentally... why aren't more people tasked with trying to answer those questions with the creation of better products and services, increasingly delivered as software?
So rather than saying "we need to redevelop our website to improve our KPIs"...
You need to ask "why don't we make it easier for customers to convert?"
And rather than stating "we need to reduce the number of clicks in our online booking process".
You need to ask yourself "why do customers seem to have a problem getting past the 4th page?"
It is only then that you get to the creation of an insight-based hypothesis to change a process or product.


