Download pdf - UX, Marketing & Brand: Designing customer experiences where digital marketing and product development intersect

UX Strategies Summit | June 11, 2014

The Intersection of

UX, Marketing & Brand

@Lynn _Teo #UXSS

In-House ProductSoftware DesignAgency/ConsultancyDigital ProductsExperience DesignIndependentStartup AdvisoryEducationProduct ManagementDigital Transformation"@Lynn_Teo | #UXSS

@Lynn_Teo | #UXSS

BPMF vs APMF

@Lynn_Teo | #UXSS

Credit: Sean Ellis http://www.startup-marketing.com/the-startup-pyramid/

@Lynn_Teo | #UXSS

BPMF = UX

@Lynn_Teo | #UXSS

BPMF = UX

@Lynn_Teo | #UXSS

APMF =

@Lynn_Teo | #UXSS

APMF = Mktg

@Lynn_Teo | #UXSS

Brand

@Lynn_Teo | #UXSS

@Lynn_Teo | #UXSS

@Lynn_Teo | #UXSS

@Lynn_Teo | #UXSS

UX Mktg

UX

Mktg

@Lynn_Teo | #UXSS

@Lynn_Teo | #UXSS

Why are we thinking about UX and Marketing as disparate functions ?

@Lynn_Teo | #UXSS

User Experience

Marketing +

@Lynn_Teo | #UXSS

Customer

Experiences

@Lynn_Teo | #UXSS

Product/Software Shop:"creates apps to help teams brainstorm, plan and manage projects!

UX

UX

Mktg Mktg

Mktg

UX

@Lynn_Teo | #UXSS

Research:"Proprietary market research, industry best practice, consultancy!

UX Mktg

UX Mktg

UX

Mktg

@Lynn_Teo | #UXSS

Product/Software Shop:"Open Source Repository and social network for programmers!

UX Mktg/UX Mktg/UX

@Lynn_Teo | #UXSS

@Lynn_Teo | #UXSS

Ecommerce Product:"Personalized guest-only online shopping destination!

UX

Mktg

UX

@Lynn_Teo | #UXSS

Getting the Customer to Come To You"

@Lynn_Teo | #UXSS

PULL

Getting the Customer to Come To You"

@Lynn_Teo | #UXSS

PULL=Product

Taking a Product to a Customer"

@Lynn_Teo | #UXSS

PUSH

Taking a Product to a Customer"

@Lynn_Teo | #UXSS

PUSH=Mktg

@Lynn_Teo | #UXSS

PUSH into PULL “Bake” amplification and sharing tools into product features? Identify influencers & co-creators? What kinds of assets do we provide them to facilitate sharing? Incentivize early adopters?

PULL into PUSH Create high-value content that pays off early to attract prospects Listen, engage, respond & build relationships Invite product/service trials and user-generated content (in-store photos, instagram uploads, ecomm)

How do we collaborate more effectively?

UX + Marketing @Lynn_Teo | #UXSS

(Digital) Product & UX Marketing Product Management

Engineering Design (UX, Visual, IxD)

User Research Analytics

Brand Management Strategy Creative Consumer Research CRM

In–House Cross Function

@Lynn_Teo | #UXSS

Integrate Social (Listening, Sharing)

Deeply Understand Consumer Motivations

@Lynn_Teo | #UXSS

Create “Voice of the Consumer” Panel

Turn the Experience into Brand Differentiators

@Lynn_Teo | #UXSS

1.  Facebook Insights, Hootsuite, Sysomos, Bottlenose, Curalate

2.  Combine social insights with conversion data, brand sentiment, and field studies

3.  Analyze results together (UX + Marketing)

Integrate Social (Listening, Sharing)

@Lynn_Teo | #UXSS

Bottlenose Sample Features


@Lynn_Teo | #UXSS


@Lynn_Teo | #UXSS

@Lynn_Teo | #UXSS

1.  Fight assumptions or proxy views 2.  G-O-O-B (Get out of the building) 3.  Tie motivations, pain points, emotional

needs to marketing communications

Integrate Social (Listening, Sharing) Deeply Understand

Consumer Motivations

@Lynn_Teo | #UXSS

Helping a Business Innovate: USPS

Small business owner shipping needs

@Lynn_Teo | #UXSS

Helping a Business Innovate: USPS

Consumer Journeys after fieldwwork visiting small business owners in their work spaces to understand how USPS can better serve, empower, and add value to small business owners

@Lynn_Teo | #UXSS

Pre-shipping stresses Using 3rd party non USPS tools

@Lynn_Teo | #UXSS

1.  Create one repository for all consumer feedback

2.  Establish weekly meetings to review and prioritize. Model business lift from enhancements

3.  Create a consumer-centric culture

Integrate Social (Listening, Sharing) Create “Voice of the

Consumer” Panel

@Lynn_Teo | #UXSS

Customer-Centricity Permeates the Workplace Environment

Stakeholders

Peers

Marketing Product Strategy

Engineering Customer Support

@Lynn_Teo | #UXSS

“Voice of the Consumer” Panel

HR/Learning

Loyalty /Data

Social Media

1.  Don’t just make a brand promise; ensure it’s delivered at every touchpoint

2.  Look to your digital product suite (ecommerce, mobile apps, social channels) to deliver seamlessly on both transactional and emotional fronts

3.  Pilot, measure, iterate

Turn the Experience into Brand Differentiators

@Lynn_Teo | #UXSS

@Lynn_Teo | #UXSS

Brand Strategy

Experience Design

Communications

Who brand IS

What brand SAYS

What brand DOES

@Lynn_Teo | #UXSS

Turn Talk into Action

Your Turn! @Lynn_Teo | #UXSS

Your Charge

@Lynn_Teo | #UXSS

Your Charge

30 days

•  Assemble X-func team •  Define problem

60 days

•  Find exec sponsor •  Pilot the program

90 days

•  Track results •  Share learning

7 days

•  Reflect •  Peer brainstorm

@Lynn_Teo | #UXSS

Thank you.

Tweet me @Lynn_Teo [email protected]