How a user-centric approach wins engagement online and in social media. Inside tips from IDEO, Meetup and Nike on how they build apps and sites that people love. Heavily influenced by design-thinking principles taught at Stanford's d.school.
1. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst U S E R F I R S T M A R K E T I N G | Big Sky Dev Con | all rights reserved
E V O L V E D I G I T A L L Y
User First Marketing
2. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
1.0 summary
Greetings + Beliefs
2.0 methodology
Why + Empathy Engineering
3.0 activities
Your Turn
4.0 hacks
A Few Examples and Tricks
agenda
3. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
goals
4. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
1. Why Empathy Matters
goals
5. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
1. Why Empathy Matters
2. How To Get It
goals
6. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
1. Why Empathy Matters
2. How To Get It
3. How To Harness It
goals
7. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
beliefs
"First of all," he said, "if you can learn a simple trick, Scout,
you'll get along a lot better with all kinds of folks. You never
really understand a person until you consider things
from his point of view - until you climb into his skin and
walk around in it." - Atticus Finch in To Kill a Mockingbird
8. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Why We Ignore Our Users
9. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Why We Ignore Our Users
Technology Problem
10. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Why We Ignore Our Users
Technology Problem
A
11. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Why We Ignore Our Users
Technology Problem
A B
12. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Why We Ignore Our Users
Technology Problem
A B
(Making Stuff Is Fun)
13. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Why We Ignore Our Users
Technology Problem
A B
(Making Stuff Is Fun)
People Problem
14. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Why We Ignore Our Users
Technology Problem
A B
(Making Stuff Is Fun)
People Problem
15. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Why We Ignore Our Users
Technology Problem
A B
(Making Stuff Is Fun)
People Problem
16. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Why We Ignore Our Users
Technology Problem
A B
(Making Stuff Is Fun)
People Problem
(People Are Difficult)
17. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Just Because You Can Build It
Doesn’t Mean Users Want It
18. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
(Very Expensive)
19. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Why Now?
20. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Agile
Technology
Why Now?
21. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Lean
Startup
Agile
Technology
Why Now?
22. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Lean
Startup
Brutal
Evolution
Agile
Technology
Why Now?
23. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Lean
Startup
Brutal
Evolution
Agile
Technology
Why Now?
24. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
The Ideal User’s Journey
25. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
!
The Ideal User’s Journey
26. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
! ?
The Ideal User’s Journey
27. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
! ?
The Ideal User’s Journey
28. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Users
! ?
Interest
29. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Users
! ?
Interest
30. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Users
! ?
Interest
31. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Users
! ?
Interest
32. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Business
Benefits
33. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Business
Benefits
34. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
<Business
Benefits
35. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
<Business
Benefits
36. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
< + $
Business
Benefits
37. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
< ++ $
Business
Benefits
38. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Marketing
Benefits
39. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Marketing
Benefits
40. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
>Marketing
Benefits
41. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
>Marketing
Benefits +SEO
42. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
>Marketing
Benefits +SEO Social
43. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
>Marketing
Benefits +SEO Social + WoM
44. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
?
Discover
User First Marketing
Plan Build Test Fine Tune
45. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Interviews
Personas
Mad Libs
Discover
46. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example
Interview
Tips
47. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example
1. Ask Open Ended Questions
Interview
Tips
48. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example
1. Ask Open Ended Questions
2. Look for Affliction and Aspiration (Pain + Love)
Interview
Tips
49. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example
1. Ask Open Ended Questions
2. Look for Affliction and Aspiration (Pain + Love)
3. Great Phrases: “Tell Me More” “How Come?”
Interview
Tips
50. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example
1. Ask Open Ended Questions
2. Look for Affliction and Aspiration (Pain + Love)
3. Great Phrases: “Tell Me More” “How Come?”
4. Explore experiences across devices and platforms
Interview
Tips
51. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example
1. Ask Open Ended Questions
2. Look for Affliction and Aspiration (Pain + Love)
3. Great Phrases: “Tell Me More” “How Come?”
4. Explore experiences across devices and platforms
5. Ask: “How would you do X?”
Interview
Tips
52. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
exercise
Your
Turn
53. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
exercise
Your
Turn
1. Pick a Victim
54. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
exercise
Your
Turn
1. Pick a Victim
2. Interview:
Experience They Love
55. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
exercise
Your
Turn
1. Pick a Victim
2. Interview:
Experience They Love
3. Look for Clues...
56. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Example
57. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
Understanding How Teachers
1.Create Accounts
2.Login
3.Create a Project
4.Shop for Goods
example | DonorsChoose
58. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Interviews
Personas
Mad Libs
Discover
59. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
60. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
Persona Tips
61. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
Persona Tips
1.Look for Patterns
62. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
Persona Tips
1.Look for Patterns
2.A key quote is super helpful
63. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
Persona Tips
1.Look for Patterns
2.A key quote is super helpful
3.Brainstorm words that describe the users
64. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
Persona Tips
1.Look for Patterns
2.A key quote is super helpful
3.Brainstorm words that describe the users
4.Name the persona
65. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
“I love these little guys.
And want them to have the
tools they need to succeed”
Prep hour is
sacred and
only 30 min
long
Teaching for 10
years in
Missouri and
Montana
Words that describe Miss Phillips
Hustler.
Empowered.
Positive.
Hard-Working.
Helpful.
Patient.
Dedicated.
Busy.
Realistic.
Helped other
teachers get on
DonorsChoose
.org
Does email
at night and
posts on
class blog
66. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | findings
67. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | findings
68. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | findings
Prep hour is
sacred and
only 30 min
long
69. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | findings
Prep hour is
sacred and
only 30 min
long
70. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Examples
71. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example | MailChimp
72. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example | IDEO
iOS App for Lincoln Center
73. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example | IDEO
74. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Interviews
Personas
Mad Libs
Discover
75. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example | R/GA
76. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example | R/GA
Your
Turn
77. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example | R/GA
With my new smartwatch
the first thing I did was
________.
Your
Turn
78. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example | R/GA
With my new smartwatch
the first thing I did was
________.
Because of that I can now
________ and that makes
me feel ___________.
Your
Turn
79. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | ideas
How Can We Make This Easier?
80. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example | DonorsChoose.org
Example
81. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example | DonorsChoose.org
With my first funded project
the first thing my students
did was ________.
Example
82. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example | DonorsChoose.org
With my first funded project
the first thing my students
did was ________.
Because of that they can
now________ and that
makes me feel
___________.
Example
83. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example | DonorsChoose.org
Example
84. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example | DonorsChoose.org
With my first funded project
the first thing my students
did was paint a birthday
card.
Example
85. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example | DonorsChoose.org
With my first funded project
the first thing my students
did was paint a birthday
card.
Because of that they can
now create art for their
parents and that makes me
feel wonderful.
Example
86. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example | DonorsChoose.org
87. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example | DonorsChoose.org
88. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example | DonorsChoose.org
89. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example | DonorsChoose.org
90. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Hacks
91. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
hacks | Meetup
$50 Mobile Testing Lab
92. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
hacks | Meetup
$50 Mobile Testing Lab
1.Organize Teams by Users
93. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
hacks | Meetup
$50 Mobile Testing Lab
1.Organize Teams by Users
2.Run UX tests everyday
94. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
hacks | Meetup
$50 Mobile Testing Lab
1.Organize Teams by Users
2.Run UX tests everyday
3.Send agenda and WebEx link
95. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
hacks | Meetup
$50 Mobile Testing Lab
96. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
summary
?
Discover
User First Marketing
Plan Build Test Fine Tune
97. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
Business
Benefits
summary
98. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
Business
Benefits
summary
99. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
<Business
Benefits
summary
100. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
<Business
Benefits
summary
101. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
< + $
Business
Benefits
summary
102. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
< ++ $
Business
Benefits
summary
103. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
Marketing
Benefits
summary
104. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
Marketing
Benefits
summary
105. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
>Marketing
Benefits
summary
106. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
>Marketing
Benefits +SEO
summary
107. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
>Marketing
Benefits +SEO Social
summary
108. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
>Marketing
Benefits +SEO Social + WoM
summary
109. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
summary
Thank
You
Empathy Builds Empires!
e: jake@tadpull.com
t: @jacobmcook
t: @tadpulling
U S E R F I R S T M A R K E T I N G | Big Sky Dev Con | all rights reserved