ux, marketing & brand: designing customer experiences where digital marketing and product...
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This is the era of great customer experiences. All around us we see thriving examples of businesses that have disrupted their legacy predecessors by observant and intuitive innovators. The marketing and product development functions have long resided in separate parts of an organization. What is often missing in this bifurcated setup is a holistic approach to engaging and satisfying the consumer on their terms most, if not all of the time. For too long, digital marketing has been thought of in terms of “push” and “pull” tactics without sufficient consideration of the connectivity and continuity between the efforts. For example, “push” brand messaging is thought of as reach and segmentation. But what about “push” marketing strategies that are more relevant and far reaching, such as social media integrations that are “baked” into the product from the outset? Think about Groupon and the rewards you earn from friend purchases as an example. On the “pull” side of things, it is easy to forget about the product itself as a “pull” marketing vehicle. Digital storefronts (ecommerce sites, mobile commerce) and social platforms are hidden marketing workhorses when overlain with the personalization capabilities afforded by data. Carefully designed user experiences that are built on a deep understanding of user needs and pain points, easy-to-use ecommerce sites and mobile apps that convert with every “Add To Cart” tap or click accelerated by contextual information, content narratives on Facebook that entice and engage – these are all product experiences waiting to exert their natural pull on the customer. The goal is to create compelling interactions at every point in the customer’s journey in a deliberate and customer-focused way. Organizations must be ready to embrace new team structures, create a culture of systems-thinking, and most importantly, challenge the status quo in order to stay relevant in today’s fast-moving customer-led world.TRANSCRIPT
UX Strategies Summit | June 11, 2014
The Intersection of
UX, Marketing & Brand
@Lynn _Teo #UXSS
In-House ProductSoftware DesignAgency/ConsultancyDigital ProductsExperience DesignIndependentStartup AdvisoryEducationProduct ManagementDigital Transformation"@Lynn_Teo | #UXSS
@Lynn_Teo | #UXSS
BPMF vs APMF
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Credit: Sean Ellis http://www.startup-marketing.com/the-startup-pyramid/
@Lynn_Teo | #UXSS
BPMF = UX
@Lynn_Teo | #UXSS
BPMF = UX
@Lynn_Teo | #UXSS
APMF =
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APMF = Mktg
@Lynn_Teo | #UXSS
Brand
@Lynn_Teo | #UXSS
@Lynn_Teo | #UXSS
@Lynn_Teo | #UXSS
@Lynn_Teo | #UXSS
UX Mktg
UX
Mktg
@Lynn_Teo | #UXSS
@Lynn_Teo | #UXSS
Why are we thinking about UX and Marketing as disparate functions ?
@Lynn_Teo | #UXSS
User Experience
Marketing +
@Lynn_Teo | #UXSS
Customer
Experiences
@Lynn_Teo | #UXSS
Product/Software Shop:"creates apps to help teams brainstorm, plan and manage projects!
UX
UX
Mktg Mktg
Mktg
UX
@Lynn_Teo | #UXSS
Research:"Proprietary market research, industry best practice, consultancy!
UX Mktg
UX Mktg
UX
Mktg
@Lynn_Teo | #UXSS
Product/Software Shop:"Open Source Repository and social network for programmers!
UX Mktg/UX Mktg/UX
@Lynn_Teo | #UXSS
@Lynn_Teo | #UXSS
Ecommerce Product:"Personalized guest-only online shopping destination!
UX
Mktg
UX
@Lynn_Teo | #UXSS
Getting the Customer to Come To You"
@Lynn_Teo | #UXSS
PULL
Getting the Customer to Come To You"
@Lynn_Teo | #UXSS
PULL=Product
Taking a Product to a Customer"
@Lynn_Teo | #UXSS
PUSH
Taking a Product to a Customer"
@Lynn_Teo | #UXSS
PUSH=Mktg
@Lynn_Teo | #UXSS
PUSH into PULL “Bake” amplification and sharing tools into product features? Identify influencers & co-creators? What kinds of assets do we provide them to facilitate sharing? Incentivize early adopters?
PULL into PUSH Create high-value content that pays off early to attract prospects Listen, engage, respond & build relationships Invite product/service trials and user-generated content (in-store photos, instagram uploads, ecomm)
How do we collaborate more effectively?
UX + Marketing @Lynn_Teo | #UXSS
(Digital) Product & UX Marketing Product Management
Engineering Design (UX, Visual, IxD)
User Research Analytics
Brand Management Strategy Creative Consumer Research CRM
In–House Cross Function
@Lynn_Teo | #UXSS
Integrate Social (Listening, Sharing)
Deeply Understand Consumer Motivations
@Lynn_Teo | #UXSS
Create “Voice of the Consumer” Panel
Turn the Experience into Brand Differentiators
@Lynn_Teo | #UXSS
1. Facebook Insights, Hootsuite, Sysomos, Bottlenose, Curalate
2. Combine social insights with conversion data, brand sentiment, and field studies
3. Analyze results together (UX + Marketing)
Integrate Social (Listening, Sharing)
@Lynn_Teo | #UXSS
Bottlenose Sample Features
Bottlenose Sample Features
@Lynn_Teo | #UXSS
Bottlenose Sample Features
@Lynn_Teo | #UXSS
@Lynn_Teo | #UXSS
1. Fight assumptions or proxy views 2. G-O-O-B (Get out of the building) 3. Tie motivations, pain points, emotional
needs to marketing communications
Integrate Social (Listening, Sharing) Deeply Understand
Consumer Motivations
@Lynn_Teo | #UXSS
Helping a Business Innovate: USPS
Small business owner shipping needs
@Lynn_Teo | #UXSS
Helping a Business Innovate: USPS
Consumer Journeys after fieldwwork visiting small business owners in their work spaces to understand how USPS can better serve, empower, and add value to small business owners
@Lynn_Teo | #UXSS
Pre-shipping stresses Using 3rd party non USPS tools
@Lynn_Teo | #UXSS
1. Create one repository for all consumer feedback
2. Establish weekly meetings to review and prioritize. Model business lift from enhancements
3. Create a consumer-centric culture
Integrate Social (Listening, Sharing) Create “Voice of the
Consumer” Panel
@Lynn_Teo | #UXSS
Customer-Centricity Permeates the Workplace Environment
Stakeholders
Peers
Marketing Product Strategy
Engineering Customer Support
@Lynn_Teo | #UXSS
“Voice of the Consumer” Panel
HR/Learning
Loyalty /Data
Social Media
1. Don’t just make a brand promise; ensure it’s delivered at every touchpoint
2. Look to your digital product suite (ecommerce, mobile apps, social channels) to deliver seamlessly on both transactional and emotional fronts
3. Pilot, measure, iterate
Turn the Experience into Brand Differentiators
@Lynn_Teo | #UXSS
@Lynn_Teo | #UXSS
Brand Strategy
Experience Design
Communications
Who brand IS
What brand SAYS
What brand DOES
@Lynn_Teo | #UXSS
Turn Talk into Action
Your Turn! @Lynn_Teo | #UXSS
Your Charge
@Lynn_Teo | #UXSS
Your Charge
30 days
• Assemble X-func team • Define problem
60 days
• Find exec sponsor • Pilot the program
90 days
• Track results • Share learning
7 days
• Reflect • Peer brainstorm
@Lynn_Teo | #UXSS
