ux, marketing & brand: designing customer experiences where digital marketing and product...

51
UX Strategies Summit | June 11, 2014 The Intersection of UX, Marketing & Brand @Lynn _Teo #UXSS

Upload: lynn-teo

Post on 11-Aug-2014

1.935 views

Category:

Design


30 download

DESCRIPTION

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

Page 1: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

UX Strategies Summit | June 11, 2014

The Intersection of

UX, Marketing & Brand

@Lynn _Teo #UXSS

Page 2: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

In-House ProductSoftware DesignAgency/ConsultancyDigital ProductsExperience DesignIndependentStartup AdvisoryEducationProduct ManagementDigital Transformation"@Lynn_Teo | #UXSS

Page 3: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

@Lynn_Teo | #UXSS

BPMF vs APMF

Page 4: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

@Lynn_Teo | #UXSS

Credit: Sean Ellis http://www.startup-marketing.com/the-startup-pyramid/

Page 5: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

@Lynn_Teo | #UXSS

BPMF = UX

Page 6: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

@Lynn_Teo | #UXSS

BPMF = UX

Page 7: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

@Lynn_Teo | #UXSS

APMF =

Page 8: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

@Lynn_Teo | #UXSS

APMF = Mktg

Page 9: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

@Lynn_Teo | #UXSS

Brand

Page 10: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

@Lynn_Teo | #UXSS

Page 11: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

@Lynn_Teo | #UXSS

Page 12: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

@Lynn_Teo | #UXSS

Page 13: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

@Lynn_Teo | #UXSS

Page 14: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

UX Mktg

UX

Mktg

@Lynn_Teo | #UXSS

Page 15: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

@Lynn_Teo | #UXSS

Why are we thinking about UX and Marketing as disparate functions ?

Page 16: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

@Lynn_Teo | #UXSS

User Experience

Marketing +

Page 17: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

@Lynn_Teo | #UXSS

Customer

Experiences

Page 18: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

@Lynn_Teo | #UXSS

Product/Software Shop:"creates apps to help teams brainstorm, plan and manage projects!

Page 19: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

UX

UX

Mktg Mktg

Mktg

UX

Page 20: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

@Lynn_Teo | #UXSS

Research:"Proprietary market research, industry best practice, consultancy!

Page 21: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

UX Mktg

UX Mktg

UX

Mktg

Page 22: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

@Lynn_Teo | #UXSS

Product/Software Shop:"Open Source Repository and social network for programmers!

Page 23: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

UX Mktg/UX Mktg/UX

@Lynn_Teo | #UXSS

Page 24: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

@Lynn_Teo | #UXSS

Ecommerce Product:"Personalized guest-only online shopping destination!

Page 25: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

UX

Mktg

UX

@Lynn_Teo | #UXSS

Page 26: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

Getting the Customer to Come To You"

@Lynn_Teo | #UXSS

PULL

Page 27: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

Getting the Customer to Come To You"

@Lynn_Teo | #UXSS

PULL=Product

Page 28: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

Taking a Product to a Customer"

@Lynn_Teo | #UXSS

PUSH

Page 29: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

Taking a Product to a Customer"

@Lynn_Teo | #UXSS

PUSH=Mktg

Page 30: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

@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)

Page 31: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

How do we collaborate more effectively?

UX + Marketing @Lynn_Teo | #UXSS

Page 32: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

(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

Page 33: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

Integrate Social (Listening, Sharing)

Deeply Understand Consumer Motivations

@Lynn_Teo | #UXSS

Create “Voice of the Consumer” Panel

Turn the Experience into Brand Differentiators

Page 34: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

@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)

Page 35: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

@Lynn_Teo | #UXSS

Bottlenose Sample Features

Page 36: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

Bottlenose Sample Features

@Lynn_Teo | #UXSS

Page 37: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

Bottlenose Sample Features

@Lynn_Teo | #UXSS

Page 38: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

@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

Page 39: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

@Lynn_Teo | #UXSS

Helping a Business Innovate: USPS

Small business owner shipping needs

Page 40: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

@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

Page 41: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

@Lynn_Teo | #UXSS

Pre-shipping stresses Using 3rd party non USPS tools

Page 42: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

@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

Page 43: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

@Lynn_Teo | #UXSS

Customer-Centricity Permeates the Workplace Environment

Page 44: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

Stakeholders

Peers

Marketing Product Strategy

Engineering Customer Support

@Lynn_Teo | #UXSS

“Voice of the Consumer” Panel

HR/Learning

Loyalty /Data

Social Media

Page 45: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

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

Page 46: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

@Lynn_Teo | #UXSS

Brand Strategy

Experience Design

Communications

Who brand IS

What brand SAYS

What brand DOES

Page 47: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

@Lynn_Teo | #UXSS

Page 48: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

Turn Talk into Action

Your Turn! @Lynn_Teo | #UXSS

Page 49: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

Your Charge

@Lynn_Teo | #UXSS

Page 50: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

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

Page 51: UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

Thank you.

Tweet me @Lynn_Teo [email protected]