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January 2015 Digital SIG - Marketing & UX

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Review case studies in user experience from Apple, Toyota, Charmin, and Oakley that demonstrate how good UX separated the wins from the disastrous blunders. Then learn how to integrate these examples into your digital marketing, including services, techniques, and measurements to increase conversion, loyalty, revenue and profits.

Steven is currently Director of User Experience at GS&F, a marketing communications agency in Nashville,Tennessee. He now leads efforts to serve both internal needs and consumer experiences for brands by executing user research, product & campaign concepts, brand & consumer experience consulting, and creative direction.

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January 2015 Digital SIG - Marketing & UX

  1. 1. UX & MARKETING A LOVE STORY @StevenCharlesB Steven Charles Boone scb@stevencharlesboone.com Director, User Experience, GS&F
  2. 2. A BRIEF HISTORY OF UX Where Did It Come From?
  3. 3. THE MACHINE AGE
  4. 4. Toyota Production System philosophy was “respect for people.” They believed in involving workers in improving product and production processes. Respect for PEOPLE
  5. 5. …when the point of contact between the product and the people becomes a point of friction, then the [designer] has failed. On the other hand, if people are made safer, more comfortable, more eager to purchase, more efficient—or just plain happier—by contact with the product, then the designer has succeeded. Designing for PEOPLE - Henry Dreyfus, Industrial Designer, Usability Pioneer “ “
  6. 6. ERGONOMIC TELEPHONE DESIGN 50 year journey
  7. 7. There is no reason for any individual to have a computer in their home. Designing for CONSUMERS - Ken Olsen, CEO, Digital Equipment Corp. “ “
  8. 8. PERSONAL COMPUTER DESIGN 20 year journey
  9. 9. No product is an island. A product is more than the product. It is a cohesive, integrated set of experiences. User EXPERIENCE - Don Norman, Former User Experience Architect, Apple “ “
  10. 10. The PC has improved the world in just about every area you can think of. Amazing developments in communications, collaboration and efficiencies. New kinds of entertainment and social media. Access to information and the ability to give a voice people who would never have been heard. Social INTERACTION - Bill Gates “ “
  11. 11. THE DIGITAL BECOMING PHYSICAL 7 year journey
  12. 12. VALUE HUMAN TECHNICA L CONSUME R INDUSTRI AL SIMPLE COMPLEX DESIGN & EXPERIENCE 24 EXPERIENCE
  13. 13. You can design and create, and build the most wonderful place in the world. But it takes people to make the dream a reality…
 Disneyland will never be completed. It will continue to grow as long as there is imagination left in the world. Daring to IMAGINE - Walt Disney “ “
  14. 14. PRODUCT VS. EXPERIENCE
  15. 15. UX & MARKETING What Does It Look Like?
  16. 16. PORTFOLIOMARKETING VS. UX GOALS & CONCERNS MARKETING Branding Communication Reach Compel People USER EXPERIENCE Problem Solving Usability Human-Computer Int. Serve People 19 EVERYONE Consumer Research Strategic Process Design & Content Value & Loyalty
  17. 17. BUZZWORD FACTOR Blogs Services Capabilities Pitches The Faux UX Designer Y UX IN MARKETING HOW DID IT HAPPEN? DIGITAL EXPLOSION Websites Ecommerce Online Reviews Social Media Apps W BRAND SUCCESS Apple Facebook Google Amazon Instagram 6 18
  18. 18. 5 YEARS OF… APPSPLOSION! 0 350,000 700,000 1,050,000 1,400,000 2009 2010 2011 2012 2013 2014 iOS Android Apps available by year Source: Wikipedia
  19. 19. CONSUMER APPRECIATION 0 8 16 24 32 2011 2012 2013 Number of Apps Hours per Month Consumer App Usage Source: Nielsen
  20. 20. What it all means… REACTIVE APPOCALYPSE INCREASE IN DEMAND FOR QUALITY NO CHANGE IN DEMAND FOR VOLUME INCREASE IN BAD APPS IN THE MARKET INCREASE IN APPS FOR APP SAKE INCREASE IN MARKET COMPETITION
  21. 21. APPSPLOSION THE GOOD, THE BAD, AND THE UGLY QUICKSILVER CLAIMED FEATURES • Weather information for about 2000 surf spots • Quiksilver TV: all videos featuring pro team riders • News and live events ?
  22. 22. APPSPLOSION THE GOOD, THE BAD, AND THE UGLY QUICKSILVER WHAT HAPPENED “This is one of the worst apps I've seen. All the other big brands have amazing apps, this one very rarely ever works for any of its features and when they do, they're shockingly slow and buggy.” “Why adobe flash!!!! Can't watch videos on iPhone!!!” “This app hasn't been updated for a long time" L
  23. 23. APPSPLOSION THE GOOD, THE BAD, AND THE UGLY OAKLEY: SURF REPORT CLAIMED FEATURES • Track the swell, tide, wind and just about everything else you’d want to know about your favorite breaks • Forecast and Best Conditions • HD Cam’s, Full Reports, and Videos ?
  24. 24. APPSPLOSION THE GOOD, THE BAD, AND THE UGLY OAKLEY: SURF REPORT WHAT HAPPENED “This is by far my favorite surf app. Very simple and easy to use.” “Thanks Oakley, you saved me a lot of time because the other surf apps are so bad I was on the verge of writing my own.“ l
  25. 25. APPSPLOSION THE GOOD, THE BAD, AND THE UGLY PAMPERS: HELLO BABY CLAIMED FEATURES • Track baby’s milestones during pregnancy • Hand-held visualization of size and physical features of baby • Audio clips and tips about baby’s stages of development • Share baby’s progress on social networks ?
  26. 26. APPSPLOSION THE GOOD, THE BAD, AND THE UGLY PAMPERS: HELLO BABY WHAT HAPPENED "I deleted this app before even trying it, because I don't want to be forced to share pictures and info on Facebook.” "Can the first trimester please stop talking about miscarriages. I know they can happen don't need to be reminded every other day” “this app must have been designed by a man.” L
  27. 27. APPSPLOSION THE GOOD, THE BAD, AND THE UGLY CHARMIN: SIT OR SQUAT CLAIMED FEATURES • Find public restrooms by location • Rate restrooms by deeming as a “sit” (good) or “squat” (bad) location • Filter by needs, such as handicap • Read reviews and see user images of the restrooms to find the best location for you • Complimentary web app ?
  28. 28. APPSPLOSION THE GOOD, THE BAD, AND THE UGLY CHARMIN: SIT OR SQUAT WHAT HAPPENED “I'm a bathroom freak now I don't have to spaz as bad about dirty bathrooms lol awesome" “Yeah Poopy pee pee. Don't worry now. You're all good to go.” l
  29. 29. WHAT IT LOOKS LIKE… UX DESIGNER AT AN AGENCY
  30. 30. WHY?… UX DESIGN FOR BRANDS AND AGENCIES
  31. 31. 58 Say they shared experiences compared to five years ago 95 Indicated they have shared a negative customer service experience with others 87 Reported they’ve shared positive or good brand customer service experiences with others BRANDS NEED POSITIVE EXPERIENCES CONSUMER EXPERIENCE AND LOYALTY FIGURES 27 5x More cost to acquire new customers than to keep existing ones 80 Of revenue for most companies comes from 20% of their customers… the loyal customers 91 Of unsatisfied customers who switch over to another service provider will never come back Source: Branding Magazine, Second to None
  32. 32. Even the concept of what a brand is has shifted to become more personal, less commercial and institutional… The best out there are realizing this. Young brands like Android, Airbnb, Dollar Shave Club and even some larger, more established organizations like PepsiCo, Delta and Starwood are investing considerable energy and capital to develop user experience in total, connecting to the needs of people to innovate and drive brand value. The whole system has to work together—product, service, delivery, message—for any brand to be credible, compelling, enduring and deliver lasting returns. Branding SEA CHANGE - Jeremy DiPaolo, Senior Manager of Global Brand Design at PepsiCo “ “
  33. 33. VS
  34. 34. DISPLAYS CRUISING RANGE AND FUEL EFFICIENCY SCORING REAL-TIME BATTERY CHARGE UPDATES CLIMATE CONTROLS SEPARATED FROM RADIO CONTROLS, CLOSER TO STEERING WHEEL STANDARD RADIO CONTROLS STANDARD GEAR SHIFT DRIVER EXPERIENCE HONDA INSIGHT EXPERIENCE: SHOWCASES NEW TECHNOLOGY
  35. 35. DRIVER EXPERIENCE TOYOTA PRIUS DISPLAYS CRUISING RANGE AND FUEL EFFICIENCY SCORING REAL-TIME BATTERY CHARGE UPDATES MOST COMMON CLIMATE AND RADIO CONTROLS MOVED ONT STEERING WHEEL REAL TIME MPG SCORING INNOVATIVE COMFORT GEAR SHIFT DESIGN THOROUGH DESIGN TO KEEP EYES ON ROAD EXPERIENCE: CHANGES BEHAVIOR.
  36. 36. VS TOYOTA: BEST SELLING HYBRID CAR, YEAR AFTER YEAR TOYOTA: 49X MORE PRIUS SALES THAN THE HONDA INSIGHT IN 2013 HONDA: DISCONTINUED THE INSIGHT IN JUNE 2014 TOYOTA: CONTINUING THEIR LEGACY OF DEDICATION TO EXPERIENCE DESIGN
  37. 37. VS
  38. 38. SUPPORT EXPERIENCE APPLE MAKE AN APPOINTMENT AT YOUR STORE ONLINE. CHOOSE YOUR TIME. GREETED BY A CONCIERGE UPON ARRIVAL. CAN BROWSE THE STORE IF YOUR APPOINTMENT IS RUNNING BEHIND. YOU GET CONSULTATION WITH A “GENIUS” SCREENS WITH PRODUCT TIPS, TRIVIA, OR LATEST INNOVATIONS WHILE YOU WAIT.
  39. 39. SUPPORT EXPERIENCE GEEK SQUAD
  40. 40. SUPPORT EXPERIENCE GEEK SQUAD CAN MAKE AN APPOINTMENT. HOWEVER, EXPERIENCE IS FRAGMENTED AND BROKEN. ARRIVE, LOCATE GEEK SQUAD SIGNAGE. WAIT IN LINE TO BE CALLED. DO NOT LOSE YOUR PLACE IN LINE! WAREHOUSE ATMOSPHERE.
  41. 41. COME TOGETHER OVER BRANDS How To Make It Happen
  42. 42. PORTFOLIOCONSUMER RESEARCH GOALS & CONCERNS MARKETING Who are they? What do they respond to? What channels? How do we reach them? USER EXPERIENCE What are tasks/goals? What are pain points? What natural behaviors? What do they need? 19 EVERYONE What is their lifestyle? What activities? What do they desire? What motivates them? Quantitative Segments Focus Groups One-on-One Interviews Quantitative Testing
  43. 43. Being on par in terms of price and quality only gets you in the game. Service wins the game. Mapping the CUSTOMER JOURNEY - Tony Alessandra, Author
  44. 44. CUSTOMER JOURNEYS VARIETY & PERSONALITY
  45. 45. CUSTOMER JOURNEYS VARIETY & PERSONALITY
  46. 46. CUSTOMER JOURNEYS VARIETY & PERSONALITY
  47. 47. CUSTOMER JOURNEY MAP COMMON ELEMENTS 1 THE HERO’S JOURNEY Research about the persona in question and the experience that you are looking to improve. 2 STEPS Research detailing each step in the hero’s experience. 3 AFFECTS Anything that affects the hero’s journey, including location, time, devices, other role players. 4 EFFECTS What is the hero Thinking, Feeling and Doing? 13 5 THE PLAN What action you would plan to take to improve the customer journey. Can include new touch points.
  48. 48. Mapping the CUSTOMER JOURNEY IDENTIFY OPPORTUNITIES (SWOT) STRATEGIC ROADMAP CREATIVE CATALYST HELPS LONG-TERM DEDICATION TO IMPROVING EXPERIENCES
  49. 49. Banded: For Every You Improved Current Packaging Email Nurturing Online Web Collections Improved Mobile Experience & Design “For Every You” Personality Quiz Quiz Results Shareable & Entice Sales Improved Blogger Outreach Program & Packaging Events & Sampling Programs Media Sampling Opportunities Digital Lifestyle Content & Hub Just for YOU. Thank you for being a loyal fan. Today only, use promo code SUMMERBANDS for FREE SHIPPING on some of our best styles and build your #banded2gether collection! http://bit.ly/ Social Content
  50. 50. Ideating With LEAN UX What if we worked more collaboratively, focused more on the end state – the experience we are actually trying to design – instead of the documentation…iterated quickly, worked more efficiently, and brought the true nature of the work to light, faster? - Jeff Gothelf, Author, Speaker Former Director of UX for The Ladders “ “
  51. 51. LEAN UX NEEDS & GUIDELINES 1 PROBLEM & OUTCOME Ideas are centered around what problem they will attempt to solve for the user, and what outcome is expected. 2 RAPID IDEATION Cross-functional teams working quickly to propose designs that will solve the problem and achieve the desired outcome. 3 FREQUENT TESTING Validate features with internal team. Test winning ideas with real users on regular intervals. 4 ITERATIVE FIDELITY The key is to learn fast. Only design with minimum required fidelity at each phase. Increase fidelity as you get closer to your final product. 13 5 MVP Strive for a design that has the minimum amount of features to solve the problem. Launch and don’t stop learning!
  52. 52. LEAN UX RAPID IDEATION
  53. 53. LEAN UX ITERATIVE FIDELITY
  54. 54. Thoughtful INNOVATION Innovation for innovation’s sake is not innovation. - Yours Truly ““
  55. 55. Thoughtful INNOVATION HUMAN CENTERED APPROACH USE YOUR PERSONAS USE YOUR JOURNEY MAP DISRUPT WITH INTENT EXPERIMENT WITH PASSION
  56. 56. Thoughtful INNOVATION Innovation has nothing to do with how many R & D dollars you have. When Apple came up with the Mac, IBM was spending at least 100 times more on R & D. It's not about money. It's about the people you have, how you're led, and how much you get it. - Steve Jobs “ “
  57. 57. THANK YOU! NICE TO MEET YOU @StevenCharlesB Steven Charles Boone scb@stevencharlesboone.com

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