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Optimizing the Journey | MozCon 2016

How do you connect your search rankings to your long term conversion rates? Customer journey mapping. Rebekah will show you how to bridge the gap between SEO, content, design, and UX with an effective framework your team can use to deliver radically relevant digital experiences when and where it matters most.

Optimizing the Journey | MozCon 2016

  1. 1. O n w a r d @ r e b e k a h c a n c i n o O p t i m i z i n g t h e J o u r n e y t o D e l i v e r R a d i c a l l y R e l e v a n t E x p e r i e n c e s
  2. 2. CHERYL Design Engineer
  3. 3. Journey mapping helps reveal the whole story
  4. 4. Your marketing funnel is not your user’s journey.
  5. 5. vs.
  6. 6. If Google’s #1 goal is to give people what they want, then why would we cater to algorithms instead of working harder to make users happy?
  7. 7. Understanding the journey helps us deliver the right content, at the right time, in the right way.
  8. 8. Of customers would pay more if they got the user experience aspects they want most. 53% SYNCHRONY FINANCIAL, CUSTOMER EXPERIENCE SURVEY 2015
  9. 9. Three kinds of insight STRATEGIC DIRECTION USER EXPERIENCE DESIGN DECISIONS
  10. 10. Strategic direction WHAT’S THE BIG PICTURE? WHAT PROBLEM ARE WE SOLVING?
  11. 11. “Focus on the user and everything else will follow.” -
  12. 12. Context
  13. 13. context isn’t tied to devices
  14. 14. context is tied to people
  15. 15. Content? Features? Navigation? Functionality? Wondering where to start?
  16. 16. feeling doingthinking Start with context
  17. 17. feeling doingthinking The user’s context Psychological state, stress levels, passive needs Environmental factors, sensory stimuli, behaviors, actions Wants, active needs, desires, and expectations. (Based on Personal Behavior Context by Daniel Eizans)
  18. 18. Then keep going…
  19. 19. Visualize the journey
  20. 20. A customer journey considers the broader context from their point of view.
  21. 21. Customer journey mapping is an exercise in empathy.
  22. 22. User steps (and needs)
  23. 23. Thoughts, feelings, people involved in decisions
  24. 24. Features, functionality, content
  25. 25. Doing People, Thoughts, Feelings I better call customer service, because I’m not finding the info I need
  26. 26. What’s going well, where trouble spots are
  27. 27. Map the moment
  28. 28. thinking doingfeeling The user’s context
  29. 29. Situation + Motivation = Expectation WHEN: I send a food gift I WANT TO: Make sure it arrives and doesn’t spoil SO I CAN: Feel good about my gift choice Tell their story
  30. 30. Formulate a problem statement, together
  31. 31. We believe that ___________ has ________________ and that ______________may solve this problem by ____________________ and _____________________. We will know we have succeeded when ___________________and/or ____________________ reaches ___________________. (USER) (PROBLEM) (THIS SOLUTION) (THIS ASPECT) (THAT ASPECT) (QUANTATIVEMEASURE)(QUALITATIVEMEASURE) (THIS LEVEL) (Based on Lean UX by Gothelf & Seiden)
  32. 32. User experience WHAT FEATURES, FUNCTIONALITY, AND CONTENT DO OUR USERS WANT AND NEED?
  33. 33. Meta map, tie search data to user journeys
  34. 34. “Active intent is the intent that is explicitly described by the query syntax…You MUST satisfy active intent immediately.” @ajkohn Active Intent
  35. 35. “Passive intent is the intent that is implicitly described.” @ajkohn Active and Passive Intent
  36. 36. How we uncover intent WHAT IS WHAT’S POSSIBLE CATEGORIZE
  37. 37. KeywordTool.io Choose your weapon Moz Keyword Explorer
  38. 38. Helps us understand from where and on what device Categorize into semantically related topics
  39. 39. Satisfying passive intent in content
  40. 40. Content for special circumstances
  41. 41. Identifying topics and subtopics
  42. 42. Maternity health coverage Health insurance California pregnancy California health insurance maternity California health insurance maternity coverage California health insurance with maternity coverage Affordable maternity health insurance Maternity health insurance quotes Is pregnancy a qualifying life event? What does California health insurance cover for pregnant mothers?
  43. 43. The real magic comes when we analyze search intent against the natural phases of the user’s journey. @chris_corak
  44. 44. (Meta Mapping by @chris_corak)
  45. 45. 28% improvement in bounce rates + 156% increase in people asking for a quote
  46. 46. Design decisions HOW SHOULD IT LOOK, SOUND, AND FEEL?
  47. 47. thinking doingfeeling The user’s context
  48. 48. Design for emotion Stressed Overwhelmed Scattered Intimidated Calm Confident Focused Open
  49. 49. Design for results
  50. 50. Authentic, helpful, and human
  51. 51. “I didn’t go looking for grief this afternoon, but it found me anyway, and I have designers and programmers to thank for it. In this case, the designers and programmers are somewhere at Facebook.” @meyerweb Inadvertent algorithmic cruelty
  52. 52. Don’t assume, regularly test and ask users for feedback Stress test design decisions, see where an experience might break down and potentially be harmful, hurtful, or inappropriate Be careful
  53. 53. Start mapping AND MAKE THINGS THAT MATTER
  54. 54. Thee tools for understanding the journey JOURNEY MAPPING MOMENT MAPPING META MAPPING
  55. 55. Three kinds of insight STRATEGIC DIRECTION USER EXPERIENCE DESIGN DECISIONS
  56. 56. Save time and money by getting to the best solution faster with less rework.
  57. 57. Gain and retain customers by providing them with experiences they actually want and need.
  58. 58. mappingexperiences.com dschool.stanford.edu Dig deeper
  59. 59. R E B E K A H C A N C I N O O n w a r d @ r e b e k a h c a n c i n o

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How do you connect your search rankings to your long term conversion rates? Customer journey mapping. Rebekah will show you how to bridge the gap between SEO, content, design, and UX with an effective framework your team can use to deliver radically relevant digital experiences when and where it matters most.

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