ux everywhere: how to think like a user experience planner

Feb 24, 2016

First things first

UX = User Experience. Any time a person interacts with a brand…

That’s the user’s experience.

Today ≠ digital UX design.

Today = four UX-centric discovery processes

4

Today = also, how UX planning is different and

additive to traditional planning.

5

UX

What it is.

What is ux thinking?

User eXperience thinking is a pervasive perspective

that centers all decisions

about the brand

from the user/audience point of view first.

7What is UX?

User experience strategy

What is UX?

What is UX?

What is UX?

User Experience

Thinking

IA

What is UX?

UX is about understanding

the way something makes people feel,

as it’s feelings that provoke users to take action.

What is UX?

Why does UX matter?(all of a sudden?)

Why does it matter?

the

AUDIENC

E acts

different

the

CLIENTS demand it

our

CAREERS are changing

Why UX matters

Messages that don’t

matter don’t go

ignored, they go

unseen.

15Why UX matters

the

AUDIENC

E acts

different

But

Why UX matters

the

CLIENTS demand it

Results are

measured

by

engagement

instead of

number of

impressions

.

“An industry that used to

compete with Hollywood is

starting to wonder if it has

become a colonial outpost of

Silicon Valley. The prime

spots on the Cannes

beachfront belong to

Facebook and Google”

Why UX matters

our

CAREERS are changing

What’s the job?

UX Practice

systematic analysis + storytelling

UX Practice

UX planning vs. traditional planning

20

Brand

goals

Consumer

goalsMass

UX

UX Practice

21

Consumer

beliefs

Consumer

behavioursMass

UX


UX Practice

22

Calls to

Action

Consumer

tasksMass

UX


UX Practice

23

Brand

values

Brand

experienceMass

UX


UX Practice

UX Thinking in practice

Workshop!

UX’s value adds

More ‘productive’ campaigns.Tactics that connect to each other

Channels that reinforce each other

A richer, more seamless brand experience

Via insight driven planning!

Workshop

From consumer to campaign

We’re going to work through four UX planning processes

Empathy

Maps

Mental

models

Workshop

Ecosystem

sTactic

Identification

Consumer

InsightEmpathy Maps

Step one: focus on the consumers.

28

UX: Behaviour

-based

User

Goals

User

Needs

Series of

tasks

Mass: Often

Demographic

based

User

Problems

Brand

Goals

Funnel

Flow

Workshop: Empathy

Empathy maps

Build on segments or

personas, and

prevents…

• Stereotyping

• Rose coloured

glasses

• brand centric

interpretations of the

audience

Workshop: Empathy

“People don’t buy from

bad-mannered

salesmen, and research

has shown that they

don’t buy from bad-

mannered

advertisements.”

– David Ogilvy

Mandatory Ogilvy Quote

“You are not your user”

Real world approaches to

understanding consumers

31Workshop: Empathy

Activity: Empathy Map

• Go to the mall: observe & research.

• Craft a bare-bones consumer profile

• Create an empathy map

Workshop: Empathy

Pre-Empathy Map: Who? What?

Retailer:

Business objective:

Business problem:

Workshop: Empathy

Name of Persona:

What’s their situation?

Workshop: Empathy

The ‘Journey’

Mental Models

Workshop: Mental Models

Step Two: Understand their process

Mental models shift the focus from what the actions the brand

wants the target to take, to what that the target is trying to do.

Not about the consumer’s journey down the brand’s funnel, but about the

consumers’ mental model of the process.

37Workshop: Mental Models

The Consumers

Own goals & needs

Always

media/channel

agnostic

Often non-linear

(not a funnel)

Mental Models

Mind maps are an overviewing of the TASKS a campaign/tool/site supports.

They help you get back to the purpose of whatever it is you’re designing (a

website or campaign) by focusing decisions around the user/targets own needs

and approaches.


Benefits of Mental Models

• Helps prioritize brand touchpoints, and therefore media etc choices

• Identifies opportunities and threats to the brand that you might not otherwise

have visibility to

• They encourage planning for Plan B, or turning B into A

• Ensures no stone goes unturned, communication wise


Activity: Mental Models

• Build on what you already know from the empathy map & any additional

research you choose to do

• Create a mental model: use the boards and Post-its

• start with your target recognizing their need for your retailers product,

and carry through to purchase (or equivalent).


Key

Tasks:

Task

Objective

:

Task

needs:

Task

questions

:

Target’s Goal: Overall, what do they want to accomplish?

The individual tasks they will choose to complete, to move toward their goal.

The objective of each task. They’ll want to achieve these objectives to move on.

What do they need to achieve their objective? Emotionally, intellectually,

and functionally?

What will they ask (others, themselves, the brand, the media) to get what

they need?


General

Task:

Pick kids up from

schoolGet kids settled Dinner Homework Bedtime

Task

Objective:

Don’t be late Give me time to make

dinner, without guilt

Make one dinner

everyone will eat

Homework gets done

with minimal fighting

Kids in bed in time for me

to watch TV

Task needs:

• Finish all work on

time

• No late meetings

• Car already has

gas

• No traffic jams

• Errands already

completed

• Kids entertainment

• Kids snacks

Questions

• Can I push this task

to tomorrow?

• Can my partner

pick up groceries?

• What is the traffic

situation?

• What can I occupy

my kids with that’s

not screen time?

• How can I get my

kids into this?

• What can I feed

them that won’t be

unhealthy or fill

them up?

Target’s Goal: Have a smooth, non-stressful evening with the kids


The Campaign

Brand tactics

Workshop: Brand Tactics

Part three: Identifying & Aligning tactics

The real reason for mental models:

they increase our ability to engage in

purposeful creativity


Like asking if you “want to try it

on” before you even get a

chance to pick up a sweater,

the wrong content or

the right content in

the wrong place can doom a campaign.

Aligning tactics

By aligning creative and channel ideas with the mental model, you can

automatically see:

• Does it push the target through their own process to the end goal the brand

wants?

• Does it remove doubt – intellectual or socially?

• Does it solve a need for reassurance or confidence building?

• Does provide evidence of brand differentiators, or proof points?

• Or is it just an entertaining story??


Key Tasks: Pick kids up from

schoolGet kids settled Dinner Homework Bedtime

Task

Objective:

Don’t be late Give me time to make

dinner, without guilt

Make one dinner

everyone eats

Homework gets done

with minimal fighting

Kids in bed in time for me to watch

TV

Task needs:

• Finish all work on time

• No late meetings

• Car already has gas

• No traffic jams

• Errands already

completed

• Kids entertainment

• Kids snacks

Questions

• Can I push this task to

tomorrow?

• Can my partner pick up

groceries?

• What is the traffic

situation?

• What can I occupy my

kids with that’s not

screen time?

• How can I get my kids

into this?

• What can I feed them

that won’t be unhealthy

or fill them up?

Resources

• Scheduling tool

• Grocery/errand

shopping app

• Waze or radio traffic

reports

• Word of mouth

• Mommy blogs

• Print magazines

• Facebook

Brand Tactics

• Ad placements on

grocery apps

• Drive-time radio

advertising

• Sponsored content in

Chatelaine

• Facebook promoted

posts

• Pinterest?


Activity: Campaign Tactics

• Building on to your mental model, create two more rows for your targets

‘resources’, and for your brand tactics


Campaign PlanningEcosystems

Part four: Campaign ecosystems

Ecosystems are a way to ensure your channel plan is robust and effective.

51

Does it move

the target

forward?

Is it relevant or a

tickbox?

Is anything

falling in an

empty forest?

Workshop: Ecosystems

Outdoor Billboard

Newspaper

Magazine

Digital Video

Digital Banners

Social

PR

Owned Assets

Events

THIS IS NOT AN ECOSYSTEM


THIS IS AN ECOSYSTEM

Helps to understand the reality of the value exchange

between the audience and the brand, so that we get

them to do what we want.


What is the reality of

the value exchange

between the audience

and the brand?


Activity: campaign ecosystem

• Pull off your ‘tactics’ post-its from your mental model!

• On a flipchart, determine the directional flow of consumer attention from tactic

to tactic

56Workshop: Ecosystems

Great! Now what?

Discussion: ideas for how to integrate these approaches

into your existing environment

Wrap up!

This is a pivot not a problem.

Wrap up!

We will all do it. Ultimately we (media planner, creative planners, and UX planners) all need to

converge our skill sets, because that’s the ecosystem/universe that we’re

already in.

Wrap up!

This intersection affects digital

agencies just as much.

Wrap up!

Ultimately: UX thinking + planning are better for

our clients & our work.

Ian Spalter of YouTube believes that planners and UX designers can see eye to

eye when they move "from an inspirational insight to an actionable

insight—things that set a brand up for impact rather than just creating

something new and shiny.”

Wrap up!

ux everywhere: how to think like a user experience planner

Marketing