ux strat 2014: rich warnaka and dan saltzman, "using behavioral modeling to engage...
DESCRIPTION
As retailers look to understand their customers, they often turn to tools like market segmentation and personas to better understand the different types of user groups within their target market. But this approach often overlooks the different stages a consumer goes through in making purchasing decisions. Behavioral Modeling seeks to construct a universal representation of behavior: information is collected on the context, social structure, previous experience and emotion of a behavior. This session explores why this approach was invaluable for Cabela's, where - working together with EffectiveUI - the company uncovered the different stages its customers went through as they shopped. By understanding these various phases of decision-making, the company identified some new opportunities to provide meaningful engagement during the process to help guide customers' decisions.TRANSCRIPT
Behavioral Modeling and its Strategic Application
Agenda
§ Why Behavioral Modeling? § How has Behavioral Modeling helped give strategic focus?
§ How does Behavioral Modeling compliment other user research methods?
The Problem Growth of the Direct channel:
Total Revenue ~ $3.6 billion Direct Sales ~ $1 billion
Multi-‐channel Experience: 60 Retail Stores Cabela’s CLUB 1.7 million card holders
Data rich – helps explain what happens
Little understanding of why it happens
Typical Analytics Based Funnel Visitors
Engaged Visitors
Buyers
Purchase
Behavioral Model
Key Learnings
§ Shopping is not a linear process
§ Helped to uncover other roles in the shopping process
§ All behaviors are important to support
Strategic Value of Behavioral Model
A framework to look across customer touch points
Strategic Value of Behavioral Model
A lens to evaluate our site structure
Strategic Value of Behavioral Model
A foundation for other research initiatives and tools
Discover Plan Commit Compare Share
Actions
Questions
Barriers
Behavioral Model Applied to Other Research Techniques and Deliverables
Allows a model driven approach for contextual inquiry (Constantine and Lockwood 1999)
Behavioral Model Applied to Other Research Techniques and Deliverables
More actionable personas
Hal the Hunter
How does Hal Discover new products? Catalog, online? How does Hal Share about products? Write a review? Word of mouth?
Behavioral Model Applied to Other Research Techniques and Deliverables
Foundation for Journey Mapping
Discover Plan Commit Compare Share
Actions
Questions
Barriers
It doesn’t end with the behavioral model – it is just the beginning…
Questions?