architecting personalization world ia day 2016
TRANSCRIPT
ARCHITECTINGPERSONALIZATION
WORLD IA DAY DES MOINES
2016
Hello!I am Laura Christenson@laura_uxplorer
➜ What it is➜ Why do it➜ How to a build an effective
strategy➜ Real world examples
DIGITAL PERSONALIZATION
Personalization is delivering a digital experience that is personal, relevant and
convenient with the goal of increasing consumer
engagement.
4 W’S OF PERSONALIZATION
WHY
WHAT
WHERE
WHO
WHY are you
personalizing?
WHAT VALUE COULD IT PROVIDE?
Lead Generation
Increased Conversions
IncreasedEngagement Others...
Increased Loyalty
Brand Recognition
WHOare you trying to reach?
QUESTIONS TO ASK YOURSELF
Who is the primary audience you are trying to reach?
What does this person really want?
What is he or she trying to do on your site?
PERSONA CREATION TOOLS
Hubspothttp://makemypersona.com/
Xtensiohttps://xtensio.com/user-persona/
Smaply https://www.smaply.com/templates
EXPERIENCE MAP TEMPLATE
Pattern Service Designhttp://patternservicedesign.com/mini-experience-map/
WHATare you
personalizing?
WHAT CHANGES?
● What do we know about our visitor?
● What will we change based on what we know?
WHATare you
personalizing?
WHAT DO WE KNOW?
● Location● Language● Any data ever provided via form submission● Device used to access the site● Behavior ● Campaign
WHATare you
personalizing?
WHAT CAN WE CHANGE?
● Images● Copy ● Callouts● Recommendations● Special offers
WHEREwill
personalization happen
WHICH CHANNELS?
● Email ● Display media● SEM● Mobile applications ● Mobile texts (SMS/MMS) ● Own website ● On others' website ● Blogs
Let’s check out some examples.
Ecommerce
Ecommerce + Brick & Mortar
Software
Entertainment
Healthcare
Multichannel Strategies
Sephora Lip Color Promotion
● In Store - POS● Email● Website● App
Sephora Virtual Artist
● Responsive website
Sephora Virtual Artist
● App
TIPS FOR A SUCCESSFUL STRATEGY
Know your 4 W’’s (why, who, what, where)
Have a plan (Start simple, it’s harder than it looks!)
Measure results and show value
Thanks!Any questions?You can find me at:@laura_uxplorer