congresso e-commerce brasil 2017 - neuromarketing + design + jornada do consumidor
TRANSCRIPT
![Page 1: Congresso E-Commerce Brasil 2017 - Neuromarketing + Design + Jornada do Consumidor](https://reader036.vdocuments.net/reader036/viewer/2022081515/58ce90721a28ab8c3b8b55a5/html5/thumbnails/1.jpg)
Revendo o Conceito de UX & o que Fazer
Amyris Fernández, Ph.D.
![Page 2: Congresso E-Commerce Brasil 2017 - Neuromarketing + Design + Jornada do Consumidor](https://reader036.vdocuments.net/reader036/viewer/2022081515/58ce90721a28ab8c3b8b55a5/html5/thumbnails/2.jpg)
©2016 MediaMath Inc.
UX ou User Experience
![Page 3: Congresso E-Commerce Brasil 2017 - Neuromarketing + Design + Jornada do Consumidor](https://reader036.vdocuments.net/reader036/viewer/2022081515/58ce90721a28ab8c3b8b55a5/html5/thumbnails/3.jpg)
©2016 MediaMath Inc.
Algumas empresas fazem Testes A/B
![Page 4: Congresso E-Commerce Brasil 2017 - Neuromarketing + Design + Jornada do Consumidor](https://reader036.vdocuments.net/reader036/viewer/2022081515/58ce90721a28ab8c3b8b55a5/html5/thumbnails/4.jpg)
©2016 MediaMath Inc.
Outras usam ClickTale ou similares
![Page 5: Congresso E-Commerce Brasil 2017 - Neuromarketing + Design + Jornada do Consumidor](https://reader036.vdocuments.net/reader036/viewer/2022081515/58ce90721a28ab8c3b8b55a5/html5/thumbnails/5.jpg)
©2016 MediaMath Inc.
Crazy Egg para ver mapas de calor nas páginas
![Page 6: Congresso E-Commerce Brasil 2017 - Neuromarketing + Design + Jornada do Consumidor](https://reader036.vdocuments.net/reader036/viewer/2022081515/58ce90721a28ab8c3b8b55a5/html5/thumbnails/6.jpg)
©2016 MediaMath Inc.
Muito poucas arriscam o tagueamento de campos
![Page 7: Congresso E-Commerce Brasil 2017 - Neuromarketing + Design + Jornada do Consumidor](https://reader036.vdocuments.net/reader036/viewer/2022081515/58ce90721a28ab8c3b8b55a5/html5/thumbnails/7.jpg)
©2016 MediaMath Inc.
Outras são sofisticadas e fazem estudos com Eye-Tracking
![Page 8: Congresso E-Commerce Brasil 2017 - Neuromarketing + Design + Jornada do Consumidor](https://reader036.vdocuments.net/reader036/viewer/2022081515/58ce90721a28ab8c3b8b55a5/html5/thumbnails/8.jpg)
©2016 MediaMath Inc.
![Page 9: Congresso E-Commerce Brasil 2017 - Neuromarketing + Design + Jornada do Consumidor](https://reader036.vdocuments.net/reader036/viewer/2022081515/58ce90721a28ab8c3b8b55a5/html5/thumbnails/9.jpg)
©2016 MediaMath Inc.
Eu & o Outro
![Page 10: Congresso E-Commerce Brasil 2017 - Neuromarketing + Design + Jornada do Consumidor](https://reader036.vdocuments.net/reader036/viewer/2022081515/58ce90721a28ab8c3b8b55a5/html5/thumbnails/10.jpg)
©2016 MediaMath Inc.
Fôlego da Marca
![Page 11: Congresso E-Commerce Brasil 2017 - Neuromarketing + Design + Jornada do Consumidor](https://reader036.vdocuments.net/reader036/viewer/2022081515/58ce90721a28ab8c3b8b55a5/html5/thumbnails/11.jpg)
©2016 MediaMath Inc.
Intensidade
![Page 12: Congresso E-Commerce Brasil 2017 - Neuromarketing + Design + Jornada do Consumidor](https://reader036.vdocuments.net/reader036/viewer/2022081515/58ce90721a28ab8c3b8b55a5/html5/thumbnails/12.jpg)
©2016 MediaMath Inc.
Duração dessa relação com os meios e produtos
Estímulo Procurar & Comprar! Usar / Experimentar
![Page 13: Congresso E-Commerce Brasil 2017 - Neuromarketing + Design + Jornada do Consumidor](https://reader036.vdocuments.net/reader036/viewer/2022081515/58ce90721a28ab8c3b8b55a5/html5/thumbnails/13.jpg)
©2016 MediaMath Inc.
Devemos considerar que cada mídia tem o seu papel no processo
Necessidadeou Desejo
Busca por Info
Avaliação de alternativas
Decisão
Avaliação pós compra
• Mídia Display – web, mobile• Email Mkt
• Search mkt• Social – fan page
• Site• Social – recomendações e reclamações
• Comparison shpo• Retargeting• Retail webistes
• Social
![Page 14: Congresso E-Commerce Brasil 2017 - Neuromarketing + Design + Jornada do Consumidor](https://reader036.vdocuments.net/reader036/viewer/2022081515/58ce90721a28ab8c3b8b55a5/html5/thumbnails/14.jpg)
©2016 MediaMath Inc.
![Page 15: Congresso E-Commerce Brasil 2017 - Neuromarketing + Design + Jornada do Consumidor](https://reader036.vdocuments.net/reader036/viewer/2022081515/58ce90721a28ab8c3b8b55a5/html5/thumbnails/15.jpg)
©2016 MediaMath Inc.
Cada pessoa é diferente e reage de formas diferentes ao mesmo processo!
![Page 16: Congresso E-Commerce Brasil 2017 - Neuromarketing + Design + Jornada do Consumidor](https://reader036.vdocuments.net/reader036/viewer/2022081515/58ce90721a28ab8c3b8b55a5/html5/thumbnails/16.jpg)
©2016 MediaMath Inc.
Cada produto ou categoria é diferente...
X X
![Page 17: Congresso E-Commerce Brasil 2017 - Neuromarketing + Design + Jornada do Consumidor](https://reader036.vdocuments.net/reader036/viewer/2022081515/58ce90721a28ab8c3b8b55a5/html5/thumbnails/17.jpg)
©2016 MediaMath Inc.
Por isso requerem diferentes tipos de estímulos ou informações ao longo do processo!
![Page 18: Congresso E-Commerce Brasil 2017 - Neuromarketing + Design + Jornada do Consumidor](https://reader036.vdocuments.net/reader036/viewer/2022081515/58ce90721a28ab8c3b8b55a5/html5/thumbnails/18.jpg)
©2016 MediaMath Inc.
E aí voltamos para o UX tradicional
![Page 19: Congresso E-Commerce Brasil 2017 - Neuromarketing + Design + Jornada do Consumidor](https://reader036.vdocuments.net/reader036/viewer/2022081515/58ce90721a28ab8c3b8b55a5/html5/thumbnails/19.jpg)
©2016 MediaMath Inc.
E aí voltamos para o UX tradicional
![Page 20: Congresso E-Commerce Brasil 2017 - Neuromarketing + Design + Jornada do Consumidor](https://reader036.vdocuments.net/reader036/viewer/2022081515/58ce90721a28ab8c3b8b55a5/html5/thumbnails/20.jpg)
©2016 MediaMath Inc.
E para escolhas acertas em processos de ponta a ponta
![Page 21: Congresso E-Commerce Brasil 2017 - Neuromarketing + Design + Jornada do Consumidor](https://reader036.vdocuments.net/reader036/viewer/2022081515/58ce90721a28ab8c3b8b55a5/html5/thumbnails/21.jpg)
©2016 MediaMath Inc.
UX