january 2015 digital sig - marketing & ux
TRANSCRIPT
UX & MARKETING
A LOVE STORY @StevenCharlesB
Steven Charles Boone
Director, User Experience, GS&F
A BRIEF HISTORY OF UX
Where Did It Come From?
THE MACHINE AGE
Toyota Production System philosophy was “respect for people.” They believed in involving workers in improving product and production processes.
Respect for PEOPLE
…when the point of contact between the product and the people becomes a point of friction, then the [designer] has failed. On the other hand, if people are made safer, more comfortable, more eager to purchase, more efficient—or just plain happier—by contact with the product, then the designer has succeeded.
Designing for PEOPLE
- Henry Dreyfus, Industrial Designer, Usability Pioneer
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ERGONOMIC TELEPHONE DESIGN
50 year journey
There is no reason for any individual to have a computer in their home.
Designing for CONSUMERS
- Ken Olsen, CEO, Digital Equipment Corp.
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PERSONAL COMPUTER DESIGN
20 year journey
No product is an island. A product is more than the product. It is a cohesive, integrated set of experiences.
User EXPERIENCE
- Don Norman, Former User Experience Architect, Apple
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The PC has improved the world in just about every area you can think of. Amazing developments in communications, collaboration and efficiencies. New kinds of entertainment and social media. Access to information and the ability to give a voice people who would never have been heard.
Social INTERACTION
- Bill Gates
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THE DIGITAL BECOMING PHYSICAL
7 year journey
VALUE
HUMAN
TECHNICAL
CONSUMER
INDUSTRIAL
SIMPLE
COMPLEX
DESIGN & EXPERIENCE24
EXPERIENCE
You can design and create, and build the most wonderful place in the world. But it takes people to make the dream a reality…
Disneyland will never be completed. It will continue to grow as long as there is imagination left in the world.
Daring to IMAGINE
- Walt Disney
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PRODUCT VS. EXPERIENCE
UX & MARKETING
What Does It Look Like?
PORTFOLIOMARKETING VS. UXGOALS & CONCERNS
MARKETING Branding
Communication Reach
Compel People
USER EXPERIENCE Problem Solving Usability Human-Computer Int. Serve People
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EVERYONE Consumer Research
Strategic Process Design & Content Value & Loyalty
BUZZWORD FACTOR
Blogs Services
Capabilities Pitches
The Faux UX Designer
Y
UX IN MARKETINGHOW DID IT HAPPEN?
DIGITAL EXPLOSION
Websites Ecommerce
Online Reviews Social Media
Apps
W
BRAND SUCCESS
Apple Facebook
Google Amazon
6
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5 YEARS OF… APPSPLOSION!
0
350,000
700,000
1,050,000
1,400,000
2009 2010 2011 2012 2013 2014
iOS Android
Apps available by year Source: Wikipedia
CONSUMER APPRECIATION
0
8
16
24
32
2011 2012 2013
Number of AppsHours per Month
Consumer App Usage Source: Nielsen
What it all means…
REACTIVE APPOCALYPSE
INCREASE IN DEMAND FOR QUALITY
NO CHANGE IN DEMAND FOR VOLUME
INCREASE IN BAD APPS IN THE MARKET
INCREASE IN APPS FOR APP SAKE
INCREASE IN MARKET COMPETITION
APPSPLOSIONTHE GOOD, THE BAD, AND THE UGLY
QUICKSILVER
CLAIMED FEATURES
• Weather information for about 2000 surf spots
• Quiksilver TV: all videos featuring pro team riders
• News and live events
?
APPSPLOSIONTHE GOOD, THE BAD, AND THE UGLY
QUICKSILVER
WHAT HAPPENED
“This is one of the worst apps I've seen. All the other big brands have amazing apps, this one very rarely ever works for any of its features and when they do, they're shockingly slow and buggy.”
“Why adobe flash!!!! Can't watch videos on iPhone!!!”
“This app hasn't been updated for a long time"
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APPSPLOSIONTHE GOOD, THE BAD, AND THE UGLY
OAKLEY: SURF REPORT
CLAIMED FEATURES
• Track the swell, tide, wind and just about everything else you’d want to know about your favorite breaks
• Forecast and Best Conditions • HD Cam’s, Full Reports, and Videos
?
APPSPLOSIONTHE GOOD, THE BAD, AND THE UGLY
OAKLEY: SURF REPORT
WHAT HAPPENED
“This is by far my favorite surf app. Very simple and easy to use.”
“Thanks Oakley, you saved me a lot of time because the other surf apps are so bad I was on the verge of writing my own.“
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APPSPLOSIONTHE GOOD, THE BAD, AND THE UGLY
PAMPERS: HELLO BABY
CLAIMED FEATURES
• Track baby’s milestones during pregnancy
• Hand-held visualization of size and physical features of baby
• Audio clips and tips about baby’s stages of development
• Share baby’s progress on social networks
?
APPSPLOSIONTHE GOOD, THE BAD, AND THE UGLY
PAMPERS: HELLO BABY
WHAT HAPPENED
"I deleted this app before even trying it, because I don't want to be forced to share pictures and info on Facebook.”
"Can the first trimester please stop talking about miscarriages. I know they can happen don't need to be reminded every other day”
“this app must have been designed by a man.”
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APPSPLOSIONTHE GOOD, THE BAD, AND THE UGLY
CHARMIN: SIT OR SQUAT
CLAIMED FEATURES
• Find public restrooms by location • Rate restrooms by deeming as a
“sit” (good) or “squat” (bad) location • Filter by needs, such as handicap • Read reviews and see user images of
the restrooms to find the best location for you
• Complimentary web app
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APPSPLOSIONTHE GOOD, THE BAD, AND THE UGLY
CHARMIN: SIT OR SQUAT
WHAT HAPPENED
“I'm a bathroom freak now I don't have to spaz as bad about dirty bathrooms lol awesome"
“Yeah Poopy pee pee. Don't worry now. You're all good to go.”
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WHAT IT LOOKS LIKE… UX DESIGNER AT AN AGENCY
WHY?… UX DESIGN FOR BRANDS AND AGENCIES
58Say they shared experiences compared to five years ago
95Indicated they have shared a
negative customer service experience with others
87Reported they’ve shared positive or
good brand customer service experiences with others
BRANDS NEED POSITIVE EXPERIENCES CONSUMER EXPERIENCE AND LOYALTY FIGURES
27
5xMore cost to acquire new customers
than to keep existing ones
80Of revenue for most companies
comes from 20% of their customers… the loyal customers
91Of unsatisfied customers who switch over to another service provider will
never come back
Source: Branding Magazine, Second to None
Even the concept of what a brand is has shifted to become more personal, less commercial and institutional… The best out there are realizing this. Young brands like Android, Airbnb, Dollar Shave Club and even some larger, more established organizations like PepsiCo, Delta and Starwood are investing considerable energy and capital to develop user experience in total, connecting to the needs of people to innovate and drive brand value. The whole system has to work together—product, service, delivery, message—for any brand to be credible, compelling, enduring and deliver lasting returns.
Branding SEA CHANGE
- Jeremy DiPaolo, Senior Manager of Global Brand Design at PepsiCo
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VS
DISPLAYS CRUISING RANGE AND FUEL EFFICIENCY SCORING
REAL-TIME BATTERY CHARGE UPDATES
CLIMATE CONTROLS SEPARATED FROM RADIO CONTROLS, CLOSER TO STEERING WHEEL
STANDARD RADIO CONTROLS
STANDARD GEAR SHIFT
DRIVER EXPERIENCE HONDA INSIGHT
EXPERIENCE: SHOWCASES NEW TECHNOLOGY
DRIVER EXPERIENCE TOYOTA PRIUS
DISPLAYS CRUISING RANGE AND FUEL EFFICIENCY SCORING
REAL-TIME BATTERY CHARGE UPDATES
MOST COMMON CLIMATE AND RADIO CONTROLS MOVED ONT STEERING WHEEL
REAL TIME MPG SCORING
INNOVATIVE COMFORT GEAR SHIFT DESIGN
THOROUGH DESIGN TO KEEP EYES ON ROAD
EXPERIENCE: CHANGES BEHAVIOR.
VS
TOYOTA: BEST SELLING HYBRID CAR, YEAR AFTER YEAR
TOYOTA: 49X MORE PRIUS SALES THAN THE HONDA INSIGHT IN 2013
HONDA: DISCONTINUED THE INSIGHT IN JUNE 2014
TOYOTA: CONTINUING THEIR LEGACY OF DEDICATION TO EXPERIENCE DESIGN
VS
SUPPORT EXPERIENCE APPLE
MAKE AN APPOINTMENT AT YOUR STORE ONLINE. CHOOSE YOUR TIME.
GREETED BY A CONCIERGE UPON ARRIVAL.
CAN BROWSE THE STORE IF YOUR APPOINTMENT IS RUNNING BEHIND.
YOU GET CONSULTATION WITH A “GENIUS”
SCREENS WITH PRODUCT TIPS, TRIVIA, OR LATEST INNOVATIONS WHILE YOU WAIT.
SUPPORT EXPERIENCE GEEK SQUAD
SUPPORT EXPERIENCE GEEK SQUAD
CAN MAKE AN APPOINTMENT. HOWEVER, EXPERIENCE IS FRAGMENTED AND BROKEN.
ARRIVE, LOCATE GEEK SQUAD SIGNAGE.
WAIT IN LINE TO BE CALLED. DO NOT LOSE YOUR PLACE IN LINE!
WAREHOUSE ATMOSPHERE.
COME TOGETHER OVER BRANDS
How To Make It Happen
PORTFOLIOCONSUMER RESEARCHGOALS & CONCERNS
MARKETING Who are they?
What do they respond to? What channels?
How do we reach them?
USER EXPERIENCE What are tasks/goals? What are pain points? What natural behaviors? What do they need?
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EVERYONE What is their lifestyle?
What activities? What do they desire?
What motivates them?
Quantitative Segments Focus Groups
One-on-One Interviews Quantitative Testing
Being on par in terms of price and quality only gets you in the game. Service wins the game.
Mapping the CUSTOMER JOURNEY
- Tony Alessandra, Author
CUSTOMER JOURNEYSVARIETY & PERSONALITY
CUSTOMER JOURNEYSVARIETY & PERSONALITY
CUSTOMER JOURNEYSVARIETY & PERSONALITY
CUSTOMER JOURNEY MAPCOMMON ELEMENTS
1
THE HERO’S JOURNEY Research about the persona in question and the experience that you are looking to improve.
2
STEPS Research detailing each step in the hero’s experience.
3
AFFECTS Anything that affects the hero’s journey, including location, time, devices, other role players.
4
EFFECTS What is the hero Thinking, Feeling and Doing?
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5
THE PLAN What action you would plan to take to improve the customer journey. Can include new touch points.
Mapping the CUSTOMER JOURNEY
IDENTIFY OPPORTUNITIES (SWOT)
STRATEGIC ROADMAP
CREATIVE CATALYST
HELPS LONG-TERM DEDICATION TO IMPROVING EXPERIENCES
Banded: For Every You
Improved Current Packaging
Email Nurturing
Online Web Collections
Improved Mobile Experience & Design
“For Every You” Personality Quiz Quiz Results Shareable & Entice Sales
Improved Blogger Outreach Program & Packaging
Events & Sampling Programs
Media Sampling Opportunities
Digital Lifestyle Content & Hub
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Social Content
Ideating With LEAN UXWhat if we worked more collaboratively, focused more on the end state – the experience we are actually trying to design – instead of the documentation…iterated quickly, worked more efficiently, and brought the true nature of the work to light, faster?
- Jeff Gothelf, Author, Speaker Former Director of UX for The Ladders
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LEAN UXNEEDS & GUIDELINES
1
PROBLEM & OUTCOME Ideas are centered around what problem they will attempt to solve for the user, and what outcome is expected.
2
RAPID IDEATION Cross-functional teams working quickly to propose designs that will solve the problem and achieve the desired outcome.
3
FREQUENT TESTING Validate features with internal team. Test winning ideas with real users on regular intervals.
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ITERATIVE FIDELITY The key is to learn fast. Only design with minimum required fidelity at each phase. Increase fidelity as you get closer to your final product.
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5
MVP Strive for a design that has the minimum amount of features to solve the problem. Launch and don’t stop learning!
LEAN UXRAPID IDEATION
LEAN UXITERATIVE FIDELITY
Thoughtful INNOVATION
Innovation for innovation’s sake is not innovation.
- Yours Truly
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Thoughtful INNOVATION
HUMAN CENTERED APPROACH
USE YOUR PERSONAS
USE YOUR JOURNEY MAP
DISRUPT WITH INTENT
EXPERIMENT WITH PASSION
Thoughtful INNOVATIONInnovation has nothing to do with how many R & D dollars you have. When Apple came up with the Mac, IBM was spending at least 100 times more on R & D. It's not about money. It's about the people you have, how you're led, and how much you get it.
- Steve Jobs
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