user first digital marketing
DESCRIPTION
How a user-centric approach wins engagement online and in social media. Inside tips from IDEO, Meetup and Nike on how they build apps and sites that people love. Heavily influenced by design-thinking principles taught at Stanford's d.school.TRANSCRIPT
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst U S E R F I R S T M A R K E T I N G | Big Sky Dev Con | all rights reserved
E V O L V E D I G I T A L L Y
User First Marketing
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
1.0 summaryGreetings + Beliefs
2.0 methodologyWhy + Empathy Engineering
3.0 activitiesYour Turn
4.0 hacksA Few Examples and Tricks
agenda
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
goals
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
1. Why Empathy Matters
goals
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
1. Why Empathy Matters
2. How To Get It
goals
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
1. Why Empathy Matters
2. How To Get It
3. How To Harness It
goals
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
beliefs
"First of all," he said, "if you can learn a simple trick, Scout, you'll get along a lot better with all kinds of folks. You never really understand a person until you consider things from his point of view - until you climb into his skin and walk around in it." - Atticus Finch in To Kill a Mockingbird
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Why We Ignore Our Users
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Why We Ignore Our Users
Technology Problem
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Why We Ignore Our Users
Technology ProblemA
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Why We Ignore Our Users
Technology ProblemA B
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Why We Ignore Our Users
Technology ProblemA B
(Making Stuff Is Fun)
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Why We Ignore Our Users
Technology ProblemA B
(Making Stuff Is Fun)
People Problem
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Why We Ignore Our Users
Technology ProblemA B
(Making Stuff Is Fun)
People Problem
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Why We Ignore Our Users
Technology ProblemA B
(Making Stuff Is Fun)
People Problem
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Why We Ignore Our Users
Technology ProblemA B
(Making Stuff Is Fun)
People Problem
(People Are Difficult)
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Just Because You Can Build It Doesn’t Mean Users Want It
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
(Very Expensive)
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Why Now?
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
AgileTechnology
Why Now?
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Lean Startup
AgileTechnology
Why Now?
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Lean Startup
BrutalEvolution
AgileTechnology
Why Now?
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Lean Startup
BrutalEvolution
AgileTechnology
Why Now?
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
The Ideal User’s Journey
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
!
The Ideal User’s Journey
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
! ?
The Ideal User’s Journey
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
! ?
The Ideal User’s Journey
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Users
! ?
Interest
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Users
! ?
Interest
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Users
! ?
Interest
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Users
! ?
Interest
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Business Benefits
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Business Benefits
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
<Business Benefits
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
<Business Benefits
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
< + $Business Benefits
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
< ++ $Business Benefits
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Marketing Benefits
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Marketing Benefits
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
>Marketing Benefits
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
>Marketing Benefits +SEO
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
>Marketing Benefits +SEO Social
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
>Marketing Benefits +SEO Social + WoM
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
?
Discover
User First Marketing
Plan Build Test Fine Tune
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Interviews
Personas
Mad Libs
Discover
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
example
InterviewTips
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
example
1. Ask Open Ended Questions
InterviewTips
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
example
1. Ask Open Ended Questions2. Look for Affliction and Aspiration (Pain + Love)
InterviewTips
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
example
1. Ask Open Ended Questions2. Look for Affliction and Aspiration (Pain + Love)3. Great Phrases: “Tell Me More” “How Come?”
InterviewTips
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
example
1. Ask Open Ended Questions2. Look for Affliction and Aspiration (Pain + Love)3. Great Phrases: “Tell Me More” “How Come?”4. Explore experiences across devices and platforms
InterviewTips
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
example
1. Ask Open Ended Questions2. Look for Affliction and Aspiration (Pain + Love)3. Great Phrases: “Tell Me More” “How Come?”4. Explore experiences across devices and platforms5. Ask: “How would you do X?”
InterviewTips
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
exercise
YourTurn
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
exercise
YourTurn
1. Pick a Victim
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
exercise
YourTurn
1. Pick a Victim
2. Interview: Experience They Love
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
exercise
YourTurn
1. Pick a Victim
2. Interview: Experience They Love
3. Look for Clues...
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Example
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
Understanding How Teachers1.Create Accounts2.Login3.Create a Project4.Shop for Goods
example | DonorsChoose
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Interviews
Personas
Mad Libs
Discover
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
Persona Tips
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
Persona Tips1.Look for Patterns
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
Persona Tips1.Look for Patterns
2.A key quote is super helpful
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
Persona Tips1.Look for Patterns
2.A key quote is super helpful
3.Brainstorm words that describe the users
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
Persona Tips1.Look for Patterns
2.A key quote is super helpful
3.Brainstorm words that describe the users
4.Name the persona
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
“I love these little guys. And want them to have the tools they need to succeed”
Prep hour is sacred and only 30 min
long
Teaching for 10 years in
Missouri and Montana
Words that describe Miss Phillips
Hustler. Empowered. Positive.
Hard-Working. Helpful. Patient.
Dedicated. Busy. Realistic.
Helped other teachers get on DonorsChoose
.org
Does email at night and
posts on class blog
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | findings
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | findings
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | findings
Prep hour is sacred and only 30 min
long
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | findings
Prep hour is sacred and only 30 min
long
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Examples
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
example | MailChimp
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
example | IDEO
iOS App for Lincoln Center
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
example | IDEO
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Interviews
Personas
Mad Libs
Discover
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
example | R/GA
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
example | R/GA
YourTurn
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
example | R/GA
With my new smartwatch the first thing I did was ________.
YourTurn
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
example | R/GA
With my new smartwatch the first thing I did was ________.
Because of that I can now ________ and that makes me feel ___________.
YourTurn
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | ideas
How Can We Make This Easier?
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
example | DonorsChoose.org
Example
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
example | DonorsChoose.org
With my first funded project the first thing my students did was ________.
Example
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
example | DonorsChoose.org
With my first funded project the first thing my students did was ________.
Because of that they can now________ and that makes me feel ___________.
Example
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
example | DonorsChoose.org
Example
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
example | DonorsChoose.org
With my first funded project the first thing my students did was paint a birthday card.
Example
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
example | DonorsChoose.org
With my first funded project the first thing my students did was paint a birthday card.
Because of that they can now create art for their parents and that makes me feel wonderful.
Example
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
example | DonorsChoose.org
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
example | DonorsChoose.org
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
example | DonorsChoose.org
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
example | DonorsChoose.org
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Hacks
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
hacks | Meetup
$50 Mobile Testing Lab
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
hacks | Meetup
$50 Mobile Testing Lab
1.Organize Teams by Users
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
hacks | Meetup
$50 Mobile Testing Lab
1.Organize Teams by Users2.Run UX tests everyday
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
hacks | Meetup
$50 Mobile Testing Lab
1.Organize Teams by Users2.Run UX tests everyday3.Send agenda and WebEx link
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
hacks | Meetup
$50 Mobile Testing Lab
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
summary
?
Discover
User First Marketing
Plan Build Test Fine Tune
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
Business Benefits
summary
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
Business Benefits
summary
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
<Business Benefits
summary
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
<Business Benefits
summary
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
< + $Business Benefits
summary
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
< ++ $Business Benefits
summary
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
Marketing Benefits
summary
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
Marketing Benefits
summary
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
>Marketing Benefits
summary
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
>Marketing Benefits +SEO
summary
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
>Marketing Benefits +SEO Social
summary
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
>Marketing Benefits +SEO Social + WoM
summary
U S E R F I R S T M A R K E T I N G | E V O L V E D I G I T A L L Y
#UsersFirst
summary
ThankYou
Empathy Builds Empires!e: [email protected]: @jacobmcookt: @tadpulling
U S E R F I R S T M A R K E T I N G | Big Sky Dev Con | all rights reserved