User First Digital Marketing
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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 ...

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.

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User First Digital Marketing Presentation Transcript

  • 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 reservedE V O L V E D I G I T A L L YUser 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#UsersFirst1.0 summaryGreetings + Beliefs2.0 methodologyWhy + Empathy Engineering3.0 activitiesYour Turn4.0 hacksA Few Examples and Tricksagenda
  • 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#UsersFirstgoals
  • 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#UsersFirst1. Why Empathy Mattersgoals
  • 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#UsersFirst1. Why Empathy Matters2. How To Get Itgoals
  • 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#UsersFirst1. Why Empathy Matters2. How To Get It3. How To Harness Itgoals
  • 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#UsersFirstbeliefs"First of all," he said, "if you can learn a simple trick, Scout,youll get along a lot better with all kinds of folks. You neverreally understand a person until you consider thingsfrom his point of view - until you climb into his skin andwalk 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#UsersFirstprocess | methodologyWhy 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#UsersFirstprocess | methodologyWhy We Ignore Our UsersTechnology 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#UsersFirstprocess | methodologyWhy We Ignore Our UsersTechnology ProblemA
  • 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#UsersFirstprocess | methodologyWhy We Ignore Our UsersTechnology ProblemA 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#UsersFirstprocess | methodologyWhy We Ignore Our UsersTechnology ProblemA 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#UsersFirstprocess | methodologyWhy We Ignore Our UsersTechnology ProblemA 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#UsersFirstprocess | methodologyWhy We Ignore Our UsersTechnology ProblemA 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#UsersFirstprocess | methodologyWhy We Ignore Our UsersTechnology ProblemA 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#UsersFirstprocess | methodologyWhy We Ignore Our UsersTechnology ProblemA 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#UsersFirstprocess | methodologyJust Because You Can Build ItDoesn’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#UsersFirstprocess | 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#UsersFirstprocess | methodologyWhy 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#UsersFirstprocess | methodologyAgileTechnologyWhy 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#UsersFirstprocess | methodologyLeanStartupAgileTechnologyWhy 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#UsersFirstprocess | methodologyLeanStartupBrutalEvolutionAgileTechnologyWhy 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#UsersFirstprocess | methodologyLeanStartupBrutalEvolutionAgileTechnologyWhy 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#UsersFirstprocess | methodologyThe 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#UsersFirstprocess | 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#UsersFirstprocess | 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#UsersFirstprocess | 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#UsersFirstprocess | methodologyUsers! ?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#UsersFirstprocess | methodologyUsers! ?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#UsersFirstprocess | methodologyUsers! ?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#UsersFirstprocess | methodologyUsers! ?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#UsersFirstprocess | methodologyBusinessBenefits
  • 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#UsersFirstprocess | methodologyBusinessBenefits
  • 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#UsersFirstprocess | methodology<BusinessBenefits
  • 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#UsersFirstprocess | methodology<BusinessBenefits
  • 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#UsersFirstprocess | methodology< + $BusinessBenefits
  • 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#UsersFirstprocess | methodology< ++ $BusinessBenefits
  • 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#UsersFirstprocess | methodologyMarketingBenefits
  • 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#UsersFirstprocess | methodologyMarketingBenefits
  • 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#UsersFirstprocess | methodology>MarketingBenefits
  • 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#UsersFirstprocess | methodology>MarketingBenefits +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#UsersFirstprocess | methodology>MarketingBenefits +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#UsersFirstprocess | methodology>MarketingBenefits +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#UsersFirstprocess | methodology?DiscoverUser First MarketingPlan 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#UsersFirstprocess | methodologyInterviewsPersonasMad LibsDiscover
  • 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#UsersFirstexampleInterviewTips
  • 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#UsersFirstexample1. Ask Open Ended QuestionsInterviewTips
  • 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#UsersFirstexample1. Ask Open Ended Questions2. Look for Affliction and Aspiration (Pain + Love)InterviewTips
  • 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#UsersFirstexample1. Ask Open Ended Questions2. Look for Affliction and Aspiration (Pain + Love)3. Great Phrases: “Tell Me More” “How Come?”InterviewTips
  • 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#UsersFirstexample1. Ask Open Ended Questions2. Look for Affliction and Aspiration (Pain + Love)3. Great Phrases: “Tell Me More” “How Come?”4. Explore experiences across devices and platformsInterviewTips
  • 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#UsersFirstexample1. Ask Open Ended Questions2. Look for Affliction and Aspiration (Pain + Love)3. Great Phrases: “Tell Me More” “How Come?”4. Explore experiences across devices and platforms5. Ask: “How would you do X?”InterviewTips
  • 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#UsersFirstexerciseYourTurn
  • 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#UsersFirstexerciseYourTurn1. 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#UsersFirstexerciseYourTurn1. Pick a Victim2. 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#UsersFirstexerciseYourTurn1. Pick a Victim2. Interview:Experience They Love3. 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#UsersFirstprocess | methodologyExample
  • 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#UsersFirstUnderstanding How Teachers1.Create Accounts2.Login3.Create a Project4.Shop for Goodsexample | 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#UsersFirstprocess | methodologyInterviewsPersonasMad LibsDiscover
  • 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#UsersFirstPersona 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#UsersFirstPersona Tips1.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#UsersFirstPersona Tips1.Look for Patterns2.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#UsersFirstPersona Tips1.Look for Patterns2.A key quote is super helpful3.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#UsersFirstPersona Tips1.Look for Patterns2.A key quote is super helpful3.Brainstorm words that describe the users4.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#UsersFirstprocess | methodology“I love these little guys.And want them to have thetools they need to succeed”Prep hour issacred andonly 30 minlongTeaching for 10years inMissouri andMontanaWords that describe Miss PhillipsHustler.Empowered.Positive.Hard-Working.Helpful.Patient.Dedicated.Busy.Realistic.Helped otherteachers get onDonorsChoose.orgDoes emailat night andposts onclass 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#UsersFirstprocess | 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#UsersFirstprocess | 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#UsersFirstprocess | findingsPrep hour issacred andonly 30 minlong
  • 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#UsersFirstprocess | findingsPrep hour issacred andonly 30 minlong
  • 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#UsersFirstprocess | methodologyExamples
  • 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#UsersFirstexample | 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#UsersFirstexample | IDEOiOS 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#UsersFirstexample | 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#UsersFirstprocess | methodologyInterviewsPersonasMad LibsDiscover
  • 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#UsersFirstexample | 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#UsersFirstexample | R/GAYourTurn
  • 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#UsersFirstexample | R/GAWith my new smartwatchthe first thing I did was________.YourTurn
  • 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#UsersFirstexample | R/GAWith my new smartwatchthe first thing I did was________.Because of that I can now________ and that makesme feel ___________.YourTurn
  • 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#UsersFirstprocess | ideasHow 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#UsersFirstexample | DonorsChoose.orgExample
  • 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#UsersFirstexample | DonorsChoose.orgWith my first funded projectthe first thing my studentsdid 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#UsersFirstexample | DonorsChoose.orgWith my first funded projectthe first thing my studentsdid was ________.Because of that they cannow________ and thatmakes 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#UsersFirstexample | DonorsChoose.orgExample
  • 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#UsersFirstexample | DonorsChoose.orgWith my first funded projectthe first thing my studentsdid was paint a birthdaycard.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#UsersFirstexample | DonorsChoose.orgWith my first funded projectthe first thing my studentsdid was paint a birthdaycard.Because of that they cannow create art for theirparents and that makes mefeel 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#UsersFirstexample | 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#UsersFirstexample | 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#UsersFirstexample | 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#UsersFirstexample | 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#UsersFirstprocess | methodologyHacks
  • 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#UsersFirsthacks | 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#UsersFirsthacks | Meetup$50 Mobile Testing Lab1.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#UsersFirsthacks | Meetup$50 Mobile Testing Lab1.Organize Teams by Users2.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#UsersFirsthacks | Meetup$50 Mobile Testing Lab1.Organize Teams by Users2.Run UX tests everyday3.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#UsersFirsthacks | 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#UsersFirstsummary?DiscoverUser First MarketingPlan 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#UsersFirstBusinessBenefitssummary
  • 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#UsersFirstBusinessBenefitssummary
  • 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<BusinessBenefitssummary
  • 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<BusinessBenefitssummary
  • 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< + $BusinessBenefitssummary
  • 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< ++ $BusinessBenefitssummary
  • 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#UsersFirstMarketingBenefitssummary
  • 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#UsersFirstMarketingBenefitssummary
  • 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>MarketingBenefitssummary
  • 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>MarketingBenefits +SEOsummary
  • 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>MarketingBenefits +SEO Socialsummary
  • 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>MarketingBenefits +SEO Social + WoMsummary
  • 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#UsersFirstsummaryThankYouEmpathy Builds Empires!e: jake@tadpull.comt: @jacobmcookt: @tadpullingU S E R F I R S T M A R K E T I N G | Big Sky Dev Con | all rights reserved