Más contenido relacionado La actualidad más candente (12) Similar a UX and marketing: A tinder match made in heaven (20) UX and marketing: A tinder match made in heaven1. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
A Tinder match
made in heaven
Presents
© THE COLORING IN DEPARTMENT 2019 @ColoringIn
2. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
WHO IS
JILL QUICK
@jillquick
linkedin.com/in/jillquick01
jill@thecoloringindepartment.com
thecoloringindepartment.com
© THE COLORING IN DEPARTMENT 2019 @ColoringIn
3. 4
Why are we talking about UX &
Marketing
© THE COLORING IN DEPARTMENT 2019 @ColoringIn
6. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
LANGUAGE BARRIER
Be careful to avoid words
that your customer may
know, but don’t ever
actually use.
THINK AND FEEL
What are the
customers’ hopes,
fear, and dreams?
What do they
think about
during the day?
SAY AND DO
How do your
customers act?
Where do they
speak out?
Do they use
social media?
SEE
What does the customer environment look like?
What do they see?
What’s around them? Cities? Countries?
HEAR
Who influences the
customer? Celebrities? Their
friends?
Empathy Maps
8. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
Unaware
Pain or Problem
Aware
Solution Aware
Product Aware
Most Aware
Think about the customer journey
9. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
Unaware Pain or Problem
Aware
Solution Aware Product Aware Most Aware
Brand Focused Keywords
Brand and Non Brand
Focused Keywords
Non Brand Focused Keywords
And Then Turn That To Keyword Thinking
10. The Consumer Cross Stitch ModelThe Consumer Cross Stitch ModelThe Consumer Cross Stitch ModelThe Consumer Cross Stitch ModelThe Consumer Cross Stitch ModelThe Consumer Cross Stitch Model
© THE COLORING IN DEPARTMENT 2019 @ColoringIn
STAGE OF
AWARENESS
CUSTOMER
EMPATHY MAP
KEYWORD
MODIFIERS
URLS
SERPS
PAIN OR
PROBLEM
AWARE
THINK
& FEEL
WHAT
WHERE
HOW
WHO
WHY
/WHAT-
IS…
SOLUTION
AWARE
SEE
BEST
TYPES
REVIEW
/BEST…
PRODUCT
AWARE
HEAR
LOCAL
(CITY
ETC)
BRANDED
/NEAR…
MOST
AWARE
SAY &
DO
BRAND
BUY
APPOINTMENT
DEALS
DISCOUNT
CODE
/BUY…
$9.99
11. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
Stages of Awareness: Pain aware
STAGE OF
AWARENESS:
Pain or Problem Aware
KEYWORD MODIFIERS:
What should look for in a Tokyo hotel?
How to find a great hotel in Tokyo?
Why do you need a view from the room?
What is the breakfast all you can eat
thing called?
Which hotel is in Lost In Translation?
CUSTOMER EMPATHY
MAP:
THINK & FEEL
URLS
company.com/which-hotel-is-in-lost-in-translation
SERP RESULT
12. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
URLS
company.com/top-jazz-hotel-tokyo
Stages of Awareness: Solution aware
Solution Aware
Best hotels in Tokyo
Airbnb Tokyo
Best onsen
Top Jazz hotels Tokyo
SEE
STAGE OF
AWARENESS:
KEYWORD
MODIFIERS:
CUSTOMER EMPATHY
MAP:
SERP RESULT
13. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
Stages of Awareness: Product Aware
Product Aware
Park Hyatt Shinjuku Family Room
Imperial Hotel Japan Location
Hyatt near Shinjuku
HEAR
STAGE OF
AWARENESS:
KEYWORD
MODIFIERS:
CUSTOMER EMPATHY
MAP:
URLS
company.com/park-hyatt-shinjuku-family-room
SERP RESULT
14. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
Stages of Awareness: Most Aware
Most Aware
Hilton Tokyo v Park Hyatt
Book room Park Hyatt
Hyatt loyalty club discount
Discount code Park Hyatt
SAY & DO
STAGE OF
AWARENESS:
KEYWORD
MODIFIERS:
CUSTOMER EMPATHY
MAP:
URLS
company.com/hilton-tokyo-vs-park-hyatt
SERP RESULT
$9.99
17. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
Start/End Symbol
The terminator symbol marks the starting or ending point of
the system. It usually contains the word "Start" or "End."
Action or Process Symbol
A box can represent a single step ("add two cups of flour"), or
and entire sub-process ("make bread") within a larger process.
Document Symbol
A printed document or report.
Multiple Documents Symbol
Represents multiple documents in the process.
Decision Symbol
A decision or branching point. Lines representing different
decisions emerge from different points of the diamond.
They are made up of…
18. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
Triggered Email Sequence
21. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
Customer data is served on a platter
22. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
Review mine = themes and user centric copy
23. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
Review mine = themes and user centric copy
24. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
Answer the Public (free)
25. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
PROBLEM
AGITATE
SOLUTION
Use a framework
27. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
HEADER GOES HERE
THIS WEEKS
SALES DATA
WEEKLY STATS CHART
WIREFRAME THE REPORTS
28. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
29th June 2018- 29th July 2018
SEO REVIEW
-Google
-Bing
-Yahoo!
WHERE DOES OUR SEO TRAFFIC COME FROM?
WHICH PAGES DO THEY LAND ON?
GOAL # GOAL #
DID THEY CONVERT?
Previous Period
HOW MANY USERS COME FROM SEO?
USERS NO #
Previous Period/Days
DID THEY CONVERT?
PAGE PAGE TITLE NO OF USERS
######
######
/url-address Title Tag ######
/url-address Title Tag ######
/url-address Title Tag ######
GOAL # GOAL #
Previous Period
Headers explain the detail,
don’t make them think!
Display data in pie chart to
quickly see the share of traffic
from different search engines
Select your report on users
or sessions, but make it
clear in the report which
metric you are using
Add an option to switch between
properties and views
Option to change data range.
Tip: agree on date range for
report e.g. 7/14/28/30 days
etc
Provide goals as a % and actual number
of goals eg 2% conversion = 12 goals
completed etc
Give context, show goals
from previous year and/or
previous periods
Show macro and micro goals
If you pull in data on your visitors
keep it consistent with the other
data points, or if you change,
make it clear in the heading
e.g. this is Users to the site or
Session on the site
Make data easy to view
in tables, using bars or
heatmaps
Add filters to your data studio
report to only show traffic
from medium = organic, to
avoid any data issues
Title of report
WIREFRAME IT
29. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
Wireframe,
then build
30. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
Want a load of
templates to do this?
YEAH YA DO!
Go here:
https://thecoloringindepartment.com/resources/