UX - From the tactical to the strategic. UX Brighton 2014

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  • TextText

    @brilliantnoisebrilliantnoise.com

    Jason Ryan

    Brilliant Noise13th May 2014

    UX Brighton

    From the tactical to the strategic

    http://brilliantnoise.comhttp://brilliantnoise.com

  • A journey from...

    2

  • 3

  • 4

  • Interaction design that allows users to achieve

    goals.

    5

  • to...

    6

  • 7

    A great digital experience is no longer a nice-to-have; its a make-or-break point for your business.

    To a greater extent, customers impressions of a business are established through digital engagement forcing businesses to recognize that software is the brand.

    Source: Top technology trends for 2014 and beyond. Forrester Research 2014

  • 8

    Outside In, Forrester

    Customer experience

  • #1 Knowledge of the customer IS strategy.

    9

  • 10

    UX and CX

    Source: Forrester Research 2012

    CXUX

  • 11

    UX and CX

    Source: Niels Anhalt, FatDUX 2014

  • 12

    CXUX

    Speak more CX-language

    UX

    Research, design and optimisation of (digital) touchpoints

    CX

    Aligning business strategy and operations with the desired brand experience across all touchpoints

  • #2UX methods are strategic methods.

    13

  • #3Understand your customers business. Use their language.

    14

  • Who is your customer?What are they buying?How are they buying?

    15

  • 16

    Digital (CX) Strategy

    Evaluation

    So

    cial m

    ed

    ia

    Co

    nte

    nt

    UX

    SE

    O

    PR

    Cre

    ativ

    e

    Paid

    me

    dia

    Competition and collaboration

  • 17

    The Customer Journey

    From acquisitionto lifetime value

  • 18

    Customer decision journey

    Model first published Harvard Business Review

    Bond

    Advocate

    Enjoy

    Buy

    Evaluate

    Consider

    http://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places/ar/1http://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places/ar/1

  • 19

    Customer centric planning - digital channels

    Customer Goal: Buy a return flight to New York for a shopping trip

    Search Engine

    Brand website

    Price Comparison

    Social Media

    Consider Evaluate Buy Bond Advocate

    1 3

    7 8

    9 102

    5

    4 6

  • 20

    Customer journey mapping - omnichannel

    Source: eConsultancy

    http://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places/ar/1http://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places/ar/1

  • In action

  • Monitoring the customer journey

    22

    Consider- How are people

    responding to advertising / press / PR?

    - How are people reacting to our website and other touchpoints?

    - What is our brand share of voice?

    Evaluate- How are people

    evaluating us vs competitors. What questions are being asked and what conversations are happening?

    - Price?

    - Features?

    - Post-sales support?

    - Experience?

    Buy- The buying

    experience

    - Financing options

    - Customer service through all channels

    - Experience across deposit, delivery and collection

  • 23

    Bond- Post-sales

    experience

    - Product experience

    - What questions are being asked?

    - Troubleshooting?

    - How-tos?

    Advocacy- Recommending the

    brand and products

    - Evidence of customer amplification of media (retweets, shared content)

    - NPS

    Monitoring the customer journey

  • 24

    Source: ACCENT Marketing Survey 2014

    What is the key to gaining repeat customers?

    - 90% personalised interactions with brands drive their purchase decisions

    - 86% important to have a positive experience post-purchase

    - 50% interact with brands after a purchase

    "CMOs today need to spend time to

    understand and engage customers across the

    entire lifecycle, not only pre-purchase," he

    said. "What our research has uncovered is that

    when CMOs consider the entire lifecycle, they

    can maximize return on investment."

  • #4Consider the entire customer journey.

    25

  • Purpose

    Performance

    Prin

    ciples

    Pro

    cesse

    s

    Platfo

    rms

    People

    Strategic planning framework

    26

  • Return on UX investment?

    27

  • 28

    The customer experience pyramid

    Source: Forrester Research 2012

  • 29

    The customer experience index

    Source: Forrester Research 2012

  • 30

    Customer-centric evaluation framework

    Awareness Action Advocacy

    Tra!c

    Bounce-rate

    Views

    Uniques

    Sign-ups

    Comm

    ents

    Downloads

    Time watching

    In-bound links

    Recomm

    endations

    Mentions

    Positive sentiment

    Engagement

    Scale and control

    Returns

    Purchases

    Media uploads

    Fans & followers

    Blog posts

    Engagement

    Low e!ort / cost High e!ort / cost

  • #5Decide what and how to measure.

    And then measure it.

    31

  • The imperative

    for UX Strategy

    32

  • Digital change comes in all directions

    33

    Customer

    Competitor Employees

    Channels

    Company

    Technology& tools

  • Bolt-ons are not enough.

    34

  • 35

    Customer experience

    Operational excellence

    Source: Forrester Research 2014

  • Interest in Digital Transformation

    36

  • 37

    Source: Forrester Research 2012

    The age of the customer

  • 38

    Customer experience investment

    - Outperforming enterprises are 54% more likely to collaborate with customers

    - C-level executives are planning to double CX spend over the next 3-5 years

  • Interest in Customer Experience

    39

  • #6The time is now.

    40

  • 41

    - Knowing the customer IS strategy

    - UX methods are strategy methods

    - Understand your customers business. Use their language.

    - Consider the entire customer journey

    - Decide what and how to measure. And then measure it.

    - The time is now!

    Summary

  • The time is now (near and far)

    42

    Now 0-6 months

    Near 6-12 months

    Far12 months +

  • Thank You@jasonryan

    brilliantnoise.com@brilliantnoise

    2013 Brilliant Noise. All rights reserved

    http://www.brilliantnoise.comhttp://www.brilliantnoise.com