ux and social media - the crossover between the two

This deck was presented at the Nomensa #SMWiBristol

workshop. These post it notes are here to give context to the

discussions that took place.

© Copyright 2016 Nomensa Ltd.

Social & UXWhy you need to understand the crossover


Introductions

Innovation

Influence & motivation

Customer lifecycle framework

Customer journey mapping

Pizza & beer

What we’re going to talk about today

Hello

Peter KaySocial Media Strategist


Introductions


@NotFromBolton

With a name like Peter Kay, claiming your identity on the

social web can be a little tricky. So I got creative


Before getting into business I was an ITU nurse for 10 years.

There are many parallels between that world and this.

Both deal with people and both environments produce data.

© Copyright 2016 Nomensa Ltd.Douglas Adams

Douglas Adams is famously quoted as saying “anything

invented between when you’re 15-35 is new and exciting and

you can probably get a career in it..


Who are you?Let’s be social


Let’s begin


Society has been around for a long time. It has grown out of our need to work together to

survive.


Social growth has seen the development of economies that

drive innovation.


https://www.linkedin.com/pulse/pebble-third-wave-digital-revolution-peter-fisk

Kondratiev waves

Innovation happens in waves that are referred to as Kondratiev

waves.

https://www.linkedin.com/pulse/pebble-third-wave-digital-revolution-peter-fisk


Inn

ova

tio

n

1875 1845 1900 1990 20201950

1st wave

2nd wave

3rd wave

4th wave

5th wave

We are currently in what is considered the 5th wave of

innovation.


In groups arrange the cards in chronological order.

Breakout

To break the ice and get everyone to begin working

together, we spent time looking at a range of digital technologies

and arranged them in chronological order.


Digital is everywhere

Digital is everywhere, which is creating and exponential growth in the amount of interfaces that are out there. UX is everywhere.


With an exponential growth of devices we are all making digital

footprints in the sand.


We are making a digital mirror the world around us.

(this is what 0.5B checkins look like on foursquare)


Value

Co

mp

etit

ive

Po

siti

on

The experience economy

We live in an experience economy. The better the

experience the greater the value.

Good UX design builds commercial value into digital

experiences.



Acquisition

Onboarding

Retention

At Nomensa we consider the customer lifecycle in these three

interrelated phases.


Listen - Learn - Respond

This is our social media monitoring model that supports

the discovery of insights.


Influence &

Motivation


ExperienceUX and Social are both focused on delivering

exceptional experiences, although we are coming at it from different perspectives.

UX SOCIAL


ExperienceBringing these two perspectives together provides better insights, insights that support better design.

SOCIALinfluence

UXmotivation


I want to…

In social, fundamentally we are really interested in what

influences you when you are sat in front of this screen.


Who Influences you?

Consider the people in and around your life and the types of relationships you have with them.

Note them down on a post-it note and rank 1-5 them on how influential they are to you. 1 is not very influential, 5 is very influential.

Breakout


Paul Adams writes a great book about social media influence called Grouped. It describes

influence as being relative to the strength of tie you have with the other party. The stronger it is the

more the influence is exerted.


What motivates you?

Consider walking to work every day. How does that differ to going for a walk in Leigh Woods at the weekend?

What is different?

Breakout


Goal Activity

Activity

ActivityActivity

Activity

Goal

Goal

Goal

Goal

TELIC PARATELICWalking to work = Telic Walking for pleasure = Paratelic


Ability

Mo

tiva

tio

n

Hard to do Easy to do

Highmotivation

Lowmotivation

Shopping Online

Amazon one click

Fixing a router

Paying bill online

This is the BJ Fogg B=MAT behavioural

model.


Customer Lifecycle

Framework



Acquisition

Onboarding

Retention


Journey mappingThis is a technique used to

understand the multiple contacts users have with a brands digital

estate as they traverse an interaction.


Build a journey map that considers the customer lifecycle framework.

Choose one of the following scenarios and create a journey map that considers both influence and motivation and how that changes along the way.

Give some thought to the observations customers would create and distribute through the social web. Digital comments and behavioural tells that can support the development of a better experience.

Breakout


•Enrolling for a university degree course •Switching broadband provider •Buying pair of trainers or shoes •Booking a holiday •Buying a washing machine

Breakout

This was all about looking for the many points UX and social meet

in customer journeys.


Just to finish…

Summarising the session, social data is everywhere. UX is

everywhere. They cross over at many points. Understanding where and how supports the

delivery of better designs.


@NotFromBolton

[email protected]

www.nomensa.com

@we_are_Nomensa

We are always happy to help with UX design or social media strategy

Thanks Peter KaySocial Media Strategist

http://twitter.com/NotFromBolton

mailto:[email protected]

http://www.nomensa.com

http://twitter.com/we_are_nomensa