User experience consultancy will be combined with web analytics and social media analysis, to provide a deeper understanding of what is driving user attention, engagement and influence around a brand. By combining qualitative and quantitative research, both onsite and in relevant networks, the iCrossing team will be able to help brands develop an online presence that delivers brand, content and functionality at the point of need, and provides a more engaging user journey.
The User Experience practice has already partnered with clients including Channel 4 Education and shoe brand Kickers.
Jason Ryan heads the new practice and joins from digital consultancy Cogapp, where he was the Production Director responsible for production, design, interactive, and user experience. His roles at Cogapp included digital media consultancy, information architecture, creative production and account management for clients including The British Museum, The Home Office, The British Library and The Museum of Modern Art, New York.
He is supported by a team of 10 people, which is set for major growth in 2008.
The group blends expertise in user research, web analytics, usability, information architecture, social media, mobile and web design and development.
Joining the team at the same time are experienced media professionals Ifraz Mughal, Paul Bunkham, Amo Bassan and David Hughes.
Ifraz Mughal, User Experience Strategist, is a specialist in User Centred Design principles. He joins from telecommunications services provider Orange.
Paul Bunkham takes the role of Web Application Strategist, where he will be technical lead in designing and developing web applications as part of client marketing campaigns. He was previously at Barclaycard, heading its management information and reporting team.
David Hughes joins as Performance Insight Strategist to manage a team that applies quantitative research and measurement techniques to bring insight to digital marketing activities. He was a Senior Resource Analyst at Barclaycard before joining iCrossing.
Finally Amo Bassan has been appointed Art Director, and will work to produce and manage the visual output of the team both internally and externally. He was formerly senior associate of digital marketing agency Sapient, where he worked on projects for brands such as Vodafone and Sky News.
Jason Ryan, Head of User Experience at iCrossing in the UK, comments: “iCrossing was the first agency to recognise that through search and social media, value comes not just from transactions but also from the actions people take to influence others. In this connected space, the User Experience group will combine user experience research methods, search intelligence, web analytics and social media analysis to provide a deeper understanding of what is driving user attention, engagement and influence.”
In April of this year, iCrossing’s work in user experience was recognised at the ad:tech Awards ceremony in San Francisco, where it won ‘Best Campaign Optimisation’ for its work for Lincoln Education Services – a pioneering project that combined web development with search optimisation.
iCrossing, formerly known as Spannerworks in the UK, is a global digital marketing company that combines talent and technology to help world-class brands find and connect with their customers. The company blends best-in-class marketing services - including paid and natural search marketing, social media, content and media, display advertising, user experience, web development and analytics and insight - to create integrated digital marketing programs that engage consumers and drive ROI. iCrossing clients include world-class brands such as The Coca Cola company, HBOS, TUI and Virgin. Headquartered in Scottsdale, Arizona, the company has 620 employees in 15 offices in the US and Europe, including 110 employees in the UK.