What You Need To Know About UX and CX Strategies
Experience Matters: Understanding the New ROI of UX/CX
Style Guide
Introductions
Uncovering the ROI in your UX / CX Strategy
Q&A 4
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The right approach to UX / CX
Introductions
Introductions
Josh Linard
@jlinard
/in/joshlinard
Josh drives ROI and integrated, cross-functional benefits for Mediacurrent’s clients and partners, leveraging 20 years of experience in web-based technology assessment, application development and integration, and digital strategy. He loves working with the web and is passionate about taking great care of his client's objectives and investment in Drupal.
VP of Sales, Mediacurrent
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Mediacurrent helps organizations design and build highly impactful, elegantly designed Drupal websites that achieve the strategic results they need.
● Single-source provider● Specializing in Drupal since 2007● Headquartered in Atlanta, GA● Team of 70+ Drupal Experts including
development, design and strategy● Clients include: Large Enterprise and
high-profile global brands
Introductions
Calvin Scharffs
@calvinscharffs
/in/calvinscharffs
A dedicated executive with over 20 years of experience managing products, sales, marketing, operations, and personnel. His experience ranges from work with a Fortune 500 companies to small start-ups.
VP of Marketing, Lingotek
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Introductions
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Lingotek Company Overview
Lingotek is the industry leader in translation technology and is a long-time supporter of the Drupal community.
● 600+ websites● 68K+ downloads● Corporate sponsor Drupal.org● Premium Tech Supporter● Top 30 contributor● Long-term Acquia partner
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The Right Approach to UX / CX
● UX is “Humanizing” technology● UX is meeting expectations:
○ Ensure users can easily do what they want to do, when they want to do it, from what device they want to use
● UX as a process: ○ The cost of fixing an error after completion
is 100x more than fixing it prior to completion
● UX as a KPI:○ 1.4 Trillion lost in ecommerce (abandoned
order due to a too long / complicated checkout process or because they needed to create an account)
○ 30% increase in ecommerce sales when website is optimized for mobile
UX Defined:
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The Right Approach to UX / CX
● UX as a KPI:
○ Companies with a fully-accessible website have realized results including:
■ 2X visitor numbers
■ Increasing Natural Search traffic by 50%
UX Defined:
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How do we create a website site that properly serves all of our customers and stakeholders?
Content Marketing, Conversion Path Optimization and Content Personalization.
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The Right Approach to UX / CX
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How do we leverage content publishing tools, social, mobile, analytics and cloud to drive relevance and exceed the expectations of our users?
Networked translations, Business & data analysis, CRM and Marketing Automation
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The Right Approach to UX / CX
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What tactics and strategies improve the ROI of UX / CX?
Localization, avoiding re-work and focusing on data-driven solutions, Web Accessibility
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The Right Approach to UX / CX
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UX / CX Data Points and Scorecard
The Right Approach to UX / CX
● Increase in the average session duration
● Increase the number of pages visited per session
● Decreasing bounce rates
● Site score for Mobile UX on Google
● Increase in Mobile Pageviews
● Increasing the number of new users
● Streamlined editorial process / publishing workflow
● Improving cache efficiencies
● Improved SEO Ranking
User personas are examples of the real people who make decisions on your site. They lay the groundwork for UX, design and content.
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User Personas● Know your customers and Stakeholders
○ Define Primary User Personas○ Develop the personas:
■ Problems and questions you can solve■ Desired experience ■ Information sources■ Likely workflow and user journey
● Collaborate with the UX team on conversion path optimization and CTAs targeted to the persona.
The Right Approach to UX / CX
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The Right Approach to UX / CX
OMTM: One Metric That Matters(what can you remove and still keep OMTM in place?)
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User Personas & Identifying that One Metric that Matters● Airbnb was struggling in New York City, which was an important
growth market for the company ● Airbnb spoke with Airbnb Users to find out what was most
important to them● Because in many cases you were reserving the space “sight
unseen,” pictures of the space were very important ● Yet, most Airbnb hosts were using average, run of the mill photos
from their smartphone that didn’t tell the whole story● Airbnb extended their service to include professional photography ● From there, the numbers went through the roof!
The Right Approach to UX / CX
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User Personas & Measurable ROI
The Right Approach to UX / CX
Photographers
10 million
8 million
6 million
4 million
2 million
2008 2009 2010 2011 2012
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Butler University● Through Persona research, uncovered that
the #1 Problem and question from both Students and Parents was “What is the job placement rate?”
● Made Job Placement Rate predominant on their Homepage
● Bounce Rate decreased by 31.72% in first 60 days
● Strongest spike in applications in more than a decade
The Right Approach to UX / CX
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UX: Who’s doing it right?
The Right Approach to UX / CX
● Build Trust in the brand and offering● Deploy modern design principles ● Don’t think in terms of customers - think
in terms of fans of your brand● Rely on data
○ Process based on the user’s expressed needs and feedback
○ Use Personas as a guiding light
Target Audiences for UX
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● Employees: What initiatives have you started that are pushing streamlined operations forward?
● Potential Employees: Where does an improved job application process fall on your priority list?
● C-Suite: What tools are you using to communicate your ideas, to make your business case? How are you
showing progress?
● Global Scale: Are you localizing content? Are you working to make your workplace and digital experience more
Accessible?
● Customers: What initiatives have you taken to improve how customers interact with your company or
organization (Customer Journey). Have you covered all the angles?
The Right Approach to UX / CX
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Percentage of the global market that is non-English speaking:
87%.
Lingotek - Why Multilingual CX?
Percentage that require CX in their native language: 72%.
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Princess Cruises/Onboard Surveys
Lingotek: Uncovering CX/UX ROI
● Reduced survey response time.● ROI met almost immediately.● Increased engagement with BI.● Accelerated delivery.● Improved departmental performance.● Better resource utilization.● New opportunities uncovered.
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Interactive Intelligence/Genesys
Lingotek & Genesys
● Drupal site in 8 languages ● Increased customer
engagement ● Immediate ROI● Streamlined departmental
efficiency● Faster translation● Accelerated delivery● Increased customer satisfaction
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Johns Hopkins/Knowledge for Health
Lingotek & Johns Hopkins
● E-learning global health initiative● Drupal e-learning site & website in 6
languages ● Streamlined translation of e-course
content● Accurate and accelerated educational
content delivery● Increased course engagement worldwide● Valuable insight into language preferences
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iTalent /Lithium
Lingotek & Lithium
Translation of 6,000 discussion threads in 3
months.
3 community threads in 4 languages.
12 non-English, 42 English threaded replies
in the first 3 months.
“When you can ask a question in one language and someone can provide an answer in a different language– all in the same thread –that’s the magic right there. That’s the real wow factor.”
--Director of Global Customer Communities
41Credit: Deposit Photos
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Increased Customer Engagement
Lingotek & Lithium CX ROI
● 66.6% ↑ increase in Japanese thread● 50% ↑ increase in Spanish thread● 28.5% ↑ increase in Chinese thread● 25% ↑ increase in German thread
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How do we create a website site that serves all customers and stakeholders?
Conversion Path Optimization and Content Personalization.
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Uncovering ROI
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How do we leverage CMS, Marketing Automation and CRM to drive relevance and user satisfaction?
Business & data analysis and systems integration
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Uncovering ROI
@Mediacurrent Mediacurrent.com
Thank you!
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For more, check out our ebook: Multilingual Translation with Drupal and Lingotek