Review case studies in user experience from Apple, Toyota, Charmin, and Oakley that demonstrate how good UX separated the wins from the disastrous blunders. Then learn how to integrate these examples into your digital marketing, including services, techniques, and measurements to increase conversion, loyalty, revenue and profits. Steven is currently Director of User Experience at GS&F, a marketing communications agency in Nashville,Tennessee. He now leads efforts to serve both internal needs and consumer experiences for brands by executing user research, product & campaign concepts, brand & consumer experience consulting, and creative direction.

1. UX &
MARKETING
A LOVE STORY @StevenCharlesB
Steven Charles Boone
scb@stevencharlesboone.com
Director, User Experience, GS&F

2. A BRIEF
HISTORY
OF UX
Where Did It Come From?

3. THE MACHINE AGE

4. Toyota Production System philosophy was “respect for
people.” They believed in involving workers in
improving product and production processes.
Respect for
PEOPLE

5. …when the point of contact between the product and
the people becomes a point of friction, then the
[designer] has failed. On the other hand, if people are
made safer, more comfortable, more eager to purchase,
more efficient—or just plain happier—by contact with
the product, then the designer has succeeded.
Designing for
PEOPLE
- Henry Dreyfus,
Industrial Designer, Usability Pioneer
“
“

6. ERGONOMIC TELEPHONE DESIGN
50 year journey

7. There is no reason for any individual to have a
computer in their home.
Designing for
CONSUMERS
- Ken Olsen,
CEO, Digital Equipment Corp.
“ “

8. PERSONAL COMPUTER DESIGN
20 year journey

9. No product is an island. A product is more than the
product. It is a cohesive, integrated set of experiences.
User
EXPERIENCE
- Don Norman,
Former User Experience Architect, Apple
“ “

10. The PC has improved the world in just about every area
you can think of. Amazing developments in
communications, collaboration and efficiencies. New
kinds of entertainment and social media. Access to
information and the ability to give a voice people who
would never have been heard.
Social
INTERACTION
- Bill Gates
“
“

11. THE DIGITAL BECOMING PHYSICAL
7 year journey

12. VALUE
HUMAN
TECHNICA
L
CONSUME
R
INDUSTRI
AL
SIMPLE
COMPLEX
DESIGN & EXPERIENCE
24
EXPERIENCE

13. You can design and create, and build the most
wonderful place in the world. But it takes people to
make the dream a reality…
Disneyland will never be completed. It will continue to
grow as long as there is imagination left in the world.
Daring to
IMAGINE
- Walt Disney
“
“

14. PRODUCT VS. EXPERIENCE

15. UX &
MARKETING
What Does It Look Like?

16. PORTFOLIOMARKETING VS. UX
GOALS & CONCERNS
MARKETING
Branding
Communication
Reach
Compel People
USER EXPERIENCE
Problem Solving
Usability
Human-Computer Int.
Serve People
19
EVERYONE
Consumer Research
Strategic Process
Design & Content
Value & Loyalty

17. BUZZWORD FACTOR
Blogs
Services
Capabilities
Pitches
The Faux UX Designer
Y
UX IN MARKETING
HOW DID IT HAPPEN?
DIGITAL EXPLOSION
Websites
Ecommerce
Online Reviews
Social Media
Apps
W
BRAND SUCCESS
Apple
Facebook
Google
Amazon
Instagram
6
18

18. 5 YEARS OF…
APPSPLOSION!
0
350,000
700,000
1,050,000
1,400,000
2009 2010 2011 2012 2013 2014
iOS Android
Apps available by year
Source: Wikipedia

19. CONSUMER
APPRECIATION
0
8
16
24
32
2011 2012 2013
Number of Apps
Hours per Month
Consumer App Usage
Source: Nielsen

20. What it all means…
REACTIVE
APPOCALYPSE
INCREASE IN DEMAND FOR QUALITY
NO CHANGE IN DEMAND FOR VOLUME
INCREASE IN BAD APPS IN THE MARKET
INCREASE IN APPS FOR APP SAKE
INCREASE IN MARKET COMPETITION

21. APPSPLOSION
THE GOOD, THE BAD, AND THE UGLY
QUICKSILVER
CLAIMED FEATURES
• Weather information for about 2000
surf spots
• Quiksilver TV: all videos featuring pro
team riders
• News and live events
?

22. APPSPLOSION
THE GOOD, THE BAD, AND THE UGLY
QUICKSILVER
WHAT HAPPENED
“This is one of the worst apps I've seen.
All the other big brands have amazing
apps, this one very rarely ever works for
any of its features and when they do,
they're shockingly slow and buggy.”
“Why adobe flash!!!! Can't watch videos
on iPhone!!!”
“This app hasn't been updated for a
long time"
L

23. APPSPLOSION
THE GOOD, THE BAD, AND THE UGLY
OAKLEY: SURF REPORT
CLAIMED FEATURES
• Track the swell, tide, wind and just
about everything else you’d want to
know about your favorite breaks
• Forecast and Best Conditions
• HD Cam’s, Full Reports, and Videos
?

24. APPSPLOSION
THE GOOD, THE BAD, AND THE UGLY
OAKLEY: SURF REPORT
WHAT HAPPENED
“This is by far my favorite surf app. Very
simple and easy to use.”
“Thanks Oakley, you saved me a lot of
time because the other surf apps are so
bad I was on the verge of writing my
own.“
l

25. APPSPLOSION
THE GOOD, THE BAD, AND THE UGLY
PAMPERS: HELLO BABY
CLAIMED FEATURES
• Track baby’s milestones during
pregnancy
• Hand-held visualization of size and
physical features of baby
• Audio clips and tips about baby’s
stages of development
• Share baby’s progress on social
networks
?

26. APPSPLOSION
THE GOOD, THE BAD, AND THE UGLY
PAMPERS: HELLO BABY
WHAT HAPPENED
"I deleted this app before even trying
it, because I don't want to be forced to
share pictures and info on Facebook.”
"Can the first trimester please stop
talking about miscarriages. I know
they can happen don't need to be
reminded every other day”
“this app must have been designed by
a man.”
L

27. APPSPLOSION
THE GOOD, THE BAD, AND THE UGLY
CHARMIN: SIT OR SQUAT
CLAIMED FEATURES
• Find public restrooms by location
• Rate restrooms by deeming as a
“sit” (good) or “squat” (bad) location
• Filter by needs, such as handicap
• Read reviews and see user images of
the restrooms to find the best location
for you
• Complimentary web app
?

28. APPSPLOSION
THE GOOD, THE BAD, AND THE UGLY
CHARMIN: SIT OR SQUAT
WHAT HAPPENED
“I'm a bathroom freak now I don't have
to spaz as bad about dirty bathrooms
lol awesome"
“Yeah Poopy pee pee. Don't worry now.
You're all good to go.”
l

29. WHAT IT LOOKS LIKE…
UX DESIGNER
AT AN AGENCY

32. WHY?…
UX DESIGN FOR
BRANDS AND
AGENCIES

33. 58
Say they shared experiences
compared to five years ago
95
Indicated they have shared a
negative customer service
experience with others
87
Reported they’ve shared positive or
good brand customer service
experiences with others
BRANDS NEED POSITIVE EXPERIENCES
CONSUMER EXPERIENCE AND LOYALTY FIGURES
27
5x
More cost to acquire new customers
than to keep existing ones
80
Of revenue for most companies
comes from 20% of their
customers… the loyal customers
91
Of unsatisfied customers who switch
over to another service provider will
never come back
Source: Branding Magazine, Second to None

34. Even the concept of what a brand is has shifted to
become more personal, less commercial and
institutional… The best out there are realizing this.
Young brands like Android, Airbnb, Dollar Shave Club
and even some larger, more established organizations
like PepsiCo, Delta and Starwood are investing
considerable energy and capital to develop user
experience in total, connecting to the needs of people
to innovate and drive brand value. The whole system
has to work together—product, service, delivery,
message—for any brand to be credible, compelling,
enduring and deliver lasting returns.
Branding
SEA CHANGE
- Jeremy DiPaolo,
Senior Manager of Global Brand Design at PepsiCo
“
“

35. VS

36. DISPLAYS CRUISING RANGE AND FUEL
EFFICIENCY SCORING
REAL-TIME BATTERY CHARGE UPDATES
CLIMATE CONTROLS SEPARATED FROM RADIO
CONTROLS, CLOSER TO STEERING WHEEL
STANDARD RADIO CONTROLS
STANDARD GEAR SHIFT
DRIVER EXPERIENCE
HONDA INSIGHT
EXPERIENCE: SHOWCASES NEW TECHNOLOGY

37. DRIVER EXPERIENCE
TOYOTA PRIUS
DISPLAYS CRUISING RANGE AND FUEL
EFFICIENCY SCORING
REAL-TIME BATTERY CHARGE UPDATES
MOST COMMON CLIMATE AND RADIO
CONTROLS MOVED ONT STEERING WHEEL
REAL TIME MPG SCORING
INNOVATIVE COMFORT GEAR SHIFT DESIGN
THOROUGH DESIGN TO KEEP EYES ON ROAD
EXPERIENCE: CHANGES BEHAVIOR.

38. VS
TOYOTA: BEST SELLING HYBRID CAR,
YEAR AFTER YEAR
TOYOTA: 49X MORE PRIUS SALES THAN THE
HONDA INSIGHT IN 2013
HONDA: DISCONTINUED THE INSIGHT IN
JUNE 2014
TOYOTA: CONTINUING THEIR LEGACY OF
DEDICATION TO EXPERIENCE DESIGN

39. VS

40. SUPPORT EXPERIENCE
APPLE
MAKE AN APPOINTMENT AT YOUR STORE
ONLINE. CHOOSE YOUR TIME.
GREETED BY A CONCIERGE UPON ARRIVAL.
CAN BROWSE THE STORE IF YOUR
APPOINTMENT IS RUNNING BEHIND.
YOU GET CONSULTATION WITH A “GENIUS”
SCREENS WITH PRODUCT TIPS, TRIVIA, OR
LATEST INNOVATIONS WHILE YOU WAIT.

41. SUPPORT EXPERIENCE
GEEK SQUAD

42. SUPPORT EXPERIENCE
GEEK SQUAD
CAN MAKE AN APPOINTMENT. HOWEVER,
EXPERIENCE IS FRAGMENTED AND BROKEN.
ARRIVE, LOCATE GEEK SQUAD SIGNAGE.
WAIT IN LINE TO BE CALLED. DO NOT LOSE
YOUR PLACE IN LINE!
WAREHOUSE ATMOSPHERE.

43. COME
TOGETHER
OVER
BRANDS
How To Make It Happen

44. PORTFOLIOCONSUMER RESEARCH
GOALS & CONCERNS
MARKETING
Who are they?
What do they respond to?
What channels?
How do we reach them?
USER EXPERIENCE
What are tasks/goals?
What are pain points?
What natural behaviors?
What do they need?
19
EVERYONE
What is their lifestyle?
What activities?
What do they desire?
What motivates them?
Quantitative Segments
Focus Groups
One-on-One Interviews
Quantitative Testing

45. Being on par in terms of price and quality only gets you
in the game. Service wins the game.
Mapping the
CUSTOMER
JOURNEY
- Tony Alessandra,
Author

46. CUSTOMER JOURNEYS
VARIETY & PERSONALITY

47. CUSTOMER JOURNEYS
VARIETY & PERSONALITY

48. CUSTOMER JOURNEYS
VARIETY & PERSONALITY

49. CUSTOMER JOURNEY MAP
COMMON ELEMENTS
1
THE HERO’S
JOURNEY
Research about
the persona in
question and the
experience that
you are looking
to improve.
2
STEPS
Research
detailing each
step in the hero’s
experience.
3
AFFECTS
Anything that
affects the hero’s
journey,
including
location, time,
devices, other
role players.
4
EFFECTS
What is the hero
Thinking,
Feeling and
Doing?
13
5
THE PLAN
What action you
would plan to
take to improve
the customer
journey. Can
include new
touch points.

53. Mapping the
CUSTOMER
JOURNEY
IDENTIFY OPPORTUNITIES (SWOT)
STRATEGIC ROADMAP
CREATIVE CATALYST
HELPS LONG-TERM DEDICATION TO
IMPROVING EXPERIENCES

54. Banded: For Every You
Improved Current Packaging
Email Nurturing
Online Web Collections
Improved Mobile Experience & Design
“For Every You” Personality Quiz
Quiz Results Shareable & Entice Sales
Improved Blogger
Outreach
Program &
Packaging
Events & Sampling Programs
Media Sampling Opportunities
Digital Lifestyle Content & Hub
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Social Content

55. Ideating With
LEAN UX
What if we worked more collaboratively, focused more
on the end state – the experience we are actually trying
to design – instead of the documentation…iterated
quickly, worked more efficiently, and brought the true
nature of the work to light, faster?
- Jeff Gothelf,
Author, Speaker
Former Director of UX for The Ladders
“
“

56. LEAN UX
NEEDS & GUIDELINES
1
PROBLEM &
OUTCOME
Ideas are
centered around
what problem
they will attempt
to solve for the
user, and what
outcome is
expected.
2
RAPID IDEATION
Cross-functional
teams working
quickly to
propose designs
that will solve
the problem and
achieve the
desired outcome.
3
FREQUENT
TESTING
Validate features
with internal
team. Test
winning ideas
with real users on
regular intervals.
4
ITERATIVE
FIDELITY
The key is to
learn fast. Only
design with
minimum
required fidelity
at each phase.
Increase fidelity
as you get closer
to your final
product.
13
5
MVP
Strive for a
design that has
the minimum
amount of
features to solve
the problem.
Launch and don’t
stop learning!

57. LEAN UX
RAPID IDEATION

58. LEAN UX
ITERATIVE FIDELITY

59. Thoughtful
INNOVATION
Innovation for innovation’s sake is
not innovation.
- Yours Truly
““

60. Thoughtful
INNOVATION
HUMAN CENTERED APPROACH
USE YOUR PERSONAS
USE YOUR JOURNEY MAP
DISRUPT WITH INTENT
EXPERIMENT WITH PASSION

61. Thoughtful
INNOVATION
Innovation has nothing to do with how many R & D
dollars you have. When Apple came up with the Mac,
IBM was spending at least 100 times more on R & D. It's
not about money. It's about the people you have, how
you're led, and how much you get it.
- Steve Jobs
“
“

62. THANK
YOU!
NICE TO MEET YOU
@StevenCharlesB
Steven Charles Boone
scb@stevencharlesboone.com