experience matters: understanding the new roi of ux/cx

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What You Need To Know About UX and CX Strategies Experience Matters: Understanding the New ROI of UX/CX

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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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Introductions

The Right Approach to UX / CX 2

2017: This is What Happens in an Internet Minute

Credit: @LoriLewis and @OfficiallyChadd 9

156 million emails per minute = 8.19936e+13 per year

(moves from math to physics)

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By 2020, customers will manage 85% of their relationships without talking to a human

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88% of online consumers are less likely to return after a bad experience - The Gomez Report

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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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A

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

Q

A

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

Q

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The Right Approach to UX / CX

WHERE DO WE START?

63% of marketers optimize sites based on intuition and best practices - CrazyEgg

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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

Don’t think in terms of what problems you are solving, but whose problems you are solving

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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

3 Uncovering ROI in your 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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Real-time event information in the

passenger’snative language.

Credit: Princess Cruises

Each ship has its own version of Drupal.

Content & code delivered via satellite.

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Princess Cruises Translation @ Sea

multilingual app

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Events Payments Messaging Multilingual

Lingotek & Princess Cruises

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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.

Q

A

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

Q

A

Uncovering ROI

4 Q&A

@Mediacurrent Mediacurrent.com

Thank you!

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For more, check out our ebook: Multilingual Translation with Drupal and Lingotek