Recently, I gave a talk about digital experiences and human interaction with brands. User experience using a marketing lens requires to go beyond the UI--building meaningful experiences in the journey in order to move your customer farther down the funnel.
2. Brand, Business, and Behavior
Digital
Experiences
griffopolis.com
What is a digital experience, anyhow?
This is not your father’s brand
We are going to cut to the
chase: In digital marketing
experiences, branding begins
before the customer even arrives
(and sometimes you won’t know
from where)
01
SEO
Ads
4. Digital
Experiences
www.griffopolis.comBrand, Business, and Behavior
KPIs
Designing Digital Brands for ROI
Revenue-based Design
03
Sources: “Welcome to the Experience Economy”, Harvard Business Review, July-August 1998, Pine II and
Gilmore; Fig., www.poetpainter.com/thoughts/arMcle/a-user-experience-hierarchy-of-needs
One of the biggest differentiators in
designing digital experience for marketing is
how success is measured (with Key
Performance Indicators, “KPIs”):
ROI—Return on investment
Conversion—Mid-funnel acquisition, the
“buying in” to your brand promise
NPS—Net Promoter Score (brand affinity &
advocacy)
Engagement—How engaged are your users
within the experience? The deeper in the click
path, the more likely their engaged.
Retention—Repeat visits, buying more, less
attrition/dropout/off
Retention
ROI
Engagement
NPS
Conversion
5. Digital
Experiences
www.griffopolis.comBrand, Business, and Behavior
Designing for the funnel
04
Overview
Ownership
Advocate
Brand Funnel
Buying behavior
Digital Strategy
Measurement
Objective
Data sources
KPI
Awareness Familiarity Likeability Consideration Purchase
Opinion Forming Research &
Short-List
Action Buying/Trial Purchase
Get Attention Connect
Inspire &
Inform Persuade Convert Retain
Maximize Quality
Optimize
Functionality
Optimize Content
& Message/SEO Maximize Sales
Optimize
Check-out
Process
Maximize Repeat
Purchase
Competitive Data Usability Testing Qual Research Drop out Analysis
Drop out Analysis
Satisfaction surveys
SEM Media Primary Purpose survey
Drop out Analysis
Analytics/Clickstream Data
Unique Visitors
Site
Engagement
Index
Content
Engagement
Index
Form Fills
FreeTrials Conversion Rate Retention Rate
6. Brand, Business, and Behavior
Digital
Experiences
griffopolis.com
Design to Keep Winning
Roger Sterling said it best
“The day you sign
a client is the day
you start losing
them.”
05
The day you
connect with a
customer is the
day you start losing
them.
8. Brand, Business, and Behavior
Digital
Experiences
griffopolis.com
Are You a Product or an Experience?
Products are doing and instant. Experiences are indelible engagements.
07
Source: Steven Charles Boone
9. Brand, Business, and Behavior
Digital
Experiences
griffopolis.com
Selling Product
New Coke
08
10. Brand, Business, and Behavior
Digital
Experiences
griffopolis.com
Selling Experiences
Corona
9
11. Digital
Experiences
www.griffopolis.comBrand, Business, and Behavior
Emotions and Memory
Pleasure in successful attainment of (sub)goals
While successfully able to achieve a
goal results in the likelihood of
repeated engagement, a negative
experience can have social
repercussions resulting in brand
aversion.
Source: The role of emotions in marketing
Richard P Bagozzi; Mahesh Gopinath; Prashanth U Nyer
Academy of Marketing Science. Journal; Spring 1999; 27, 2;
ABI/INFORM Global pg. 184
10
12. Digital
Experiences
www.griffopolis.comBrand, Business, and Behavior
Empathy
Being meaningful is an essential ingredient to success
11
Sources: “Welcome to the Experience Economy”, Harvard Business Review, July-August 1998, Pine II and
Gilmore; Fig., www.poetpainter.com/thoughts/arMcle/a-user-experience-hierarchy-of-needs
Empathetic design leverages
anthropological day-in-the-life field
observations of users in order to bring
them the most meaningful experiences.
“An experience occurs when a company
intentionally uses services as the stage,
and goods as props, to engage
individual customers in a way that
creates a memorable event.” (e.g. Walt
Disney’s “Guests” of Disneyland).
15. Digital
Experiences
www.griffopolis.comBrand, Business, and Behavior
Going for Global
Where the UX team is based
One loca4on Many loca4ons
Where the products are used
One culture Many cultures
Teams may be located anywhere,
products are used in many places,
Contribu4ons to the product are
collabora4ve, with no single center.
Individuals bring dis4nct
perspec4ves to the collabora4on.
The flat world:
mul4point collabora4on
A team from one place creates
products used in many different
places.
The product is controlled centrally,
with insights from target audiences.
Individuals may travel for research, or
use local partners as surrogates.
Global reach:
travel + local partners
A team in a single loca4on or
country, crea4ng a product used in
the same place.
Product management and
individual team members are all
part of the target culture.
The local world:
single point culture
Teams from many places work on
products primarily for other
loca4ons or cultures.
Project is managed from a central
points.
All work is based on the culture of
the target market.
Outsourcing:
borrowed resources
You cannot learn about a culture
without experiencing it. Take pictures,
talk to strangers, avoid Starbucks (unless
you want to see how they approach
localization, then that’s okay)
SOURCE: Daniel Szuc on Global Research
14
16. Digital
Experiences
www.griffopolis.comBrand, Business, and Behavior
Emirates Air
A Case Study
Evolving the Emirates.com
experience to meet user
expectations and increase
likelihood of conversion.
THE CHALLENGE
15
The previous Emirates.com was
outdated and disjointed WITH TWO
SEPARATE SITE—ONE FOR
FREQUENT FLYERS AND ONE FOR
THE ORDINARY CUSTOMER. And…
•Lack of personalization
•Cumbersome online booking
experience (results in less sells)
•High bounce rates
•Shallow site experience (1-click and
out)
•Outdated and incomplete mobile site
•Minimal opportunity for up-sell
18. Digital
Experiences
www.griffopolis.comBrand, Business, and Behavior
Selling Narratives
Fueling customer experience with economics and brand offerings
Find Narrative
17
•Look into the tracking data (analytics) - Quantitative
•Look for pain points with stakeholders
•Compare and contrast with actual pain points of the customer
•Become the customer—flying each class, going to different places, converse and observe - Qualitative
Build Narrative
•Map the journey (unified at a primary use case)
•Identify secondary journeys through personas (surveys are helpful, so is LinkedIn, and so is EMPATHY)
•Tie the personas and journeys back to the business needs
•Assign conservative metrics to the bottom line
Iterate and Evolve Narrative
•Place meaningful interactions that elicit self-qualifying/or self-guided choices to feed feedback loops
for future iterations.
21. Digital
Experiences
www.griffopolis.comBrand, Business, and Behavior
Selling Narratives
Fueling customer experience with economics
20
Prototype Field
Test
Proof
Points
Live
& monitor
Identify
Opportunity Surveys
• Find the broken
narrative (users
avoid purchasing
add-ons)
• Acknowledge
the “No’s” from
those that fear
change, but keep
moving
• Find out why—do
customer want
add-ons? Do
they notice
when they can
add-on?
• High-fidelity
experiences, as
close to design via
tools like Sketch
and INvision, will
net quality results
in testing without
burning taxing a lot
of resources
• Eye-tracking,
UserZoom, Guerrilla
testing with
customers that fit
your persona
• Sell in the results,
with affirmative
proof points that
what you want to
do will work.
• Thread in KPIs into
the narrative
• Convince to “Yes”
• Push live and be
sure to monitor
user inputs (e.g.
when and where
they are clicking,
why or why not are
they converting)
• YOU CAN’T TEST
AGAINST ZERO
23. Digital
Experiences
www.griffopolis.comBrand, Business, and Behavior
Evolving a Brand to an Ecosystem
Experience beyond Homepage
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The Ecosystem
Homepage!
Skywards!
Discover Dubai!Mobile Site!
The Emirates
Experience!
Online Booking
Engine!
25. Can you
remember the
last time you had
an amazing
conversation?
SOURCE: http://www.good.is/posts/how-can-we-design-ourselves-away-from-blah-conversations/
What is Your Brand Promise in a Digital-FIRST World?