Download - UX STRAT 2014: Rich Warnaka and Dan Saltzman, "Using Behavioral Modeling to Engage Customers"
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Behavioral Modeling and its Strategic Application
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Agenda
§ Why Behavioral Modeling? § How has Behavioral Modeling helped give strategic focus?
§ How does Behavioral Modeling compliment other user research methods?
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The Problem Growth of the Direct channel:
Total Revenue ~ $3.6 billion Direct Sales ~ $1 billion
Multi-‐channel Experience: 60 Retail Stores Cabela’s CLUB 1.7 million card holders
Data rich – helps explain what happens
Little understanding of why it happens
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Typical Analytics Based Funnel Visitors
Engaged Visitors
Buyers
Purchase
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Behavioral Model
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Key Learnings
§ Shopping is not a linear process
§ Helped to uncover other roles in the shopping process
§ All behaviors are important to support
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Strategic Value of Behavioral Model
A framework to look across customer touch points
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Strategic Value of Behavioral Model
A lens to evaluate our site structure
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Strategic Value of Behavioral Model
A foundation for other research initiatives and tools
Discover Plan Commit Compare Share
Actions
Questions
Barriers
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Behavioral Model Applied to Other Research Techniques and Deliverables
Allows a model driven approach for contextual inquiry (Constantine and Lockwood 1999)
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Behavioral Model Applied to Other Research Techniques and Deliverables
More actionable personas
Hal the Hunter
How does Hal Discover new products? Catalog, online? How does Hal Share about products? Write a review? Word of mouth?
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Behavioral Model Applied to Other Research Techniques and Deliverables
Foundation for Journey Mapping
Discover Plan Commit Compare Share
Actions
Questions
Barriers
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It doesn’t end with the behavioral model – it is just the beginning…
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Questions?