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With the advent of new media, todays brands struggle to reach
the right buyer with the right product. But, using current
technology to meet customer needs can be daunting. In this
presentation, Marc Cajolet and Ken Volk (Kronos) bridge the
gap between User Experience and Marketing.
Marketing, Meet UX
AMA Webcast
Marketing, Meet UX
Presenter:
Kevin Young, Managing Principal, Continuum
Moderator:
Alli Libb, American Marketing Association
Sponsored by:
•The audio portion of today’s presentation is available via broadcast audio.
•You can also dial in to hear audio
•Participants (US & Canada, Toll Free): 888 223 4959
International Participants: +1 303 223 4389
Aquent/AMA Webcast: Marketing, Meet UX
4© KRONOS INCORPORATED May 21, 2013© KRONOS INCORPORATED May 21, 2013
Marketing Meet UX
Marc Cajolet, User Experience Strategist
Ken Volk, Director of Creative
Combining User Experience and
Product Marketing for a Great Product Launch
5© KRONOS INCORPORATED May 21, 2013
Key Points
• User experience (UX) design can greatly impact product
messaging and positioning
• UX has become a competitive differentiator
• UX is big picture thinking – holistic view
• Engage Product Designers with Product
Marketing early in process
• Leverage Design for Marketing, and visa versa
M
6© KRONOS INCORPORATED May 21, 2013© KRONOS INCORPORATED May 21, 2013
So what is UX exactly?
K
7© KRONOS INCORPORATED May 21, 2013
UX encompasses all aspects of end-user interactions
www.baddesign.com
Well designed compact
sound system
M
8© KRONOS INCORPORATED May 21, 2013
UX encompasses all aspects of end-user interactions
www.baddesign.com
Well designed compact
sound system
His/hers drink holders
M
9© KRONOS INCORPORATED May 21, 2013
UX encompasses all aspects of end-user interactions
www.baddesign.com
Well designed compact
sound system
Well designed
ergonomic shift lever
His/hers drink holders
M
10© KRONOS INCORPORATED May 21, 2013
UX encompasses all aspects of end-user interactions
www.baddesign.com
Well designed compact
sound system
Well designed
ergonomic shift lever
His/hers drink holders
M
11© KRONOS INCORPORATED May 21, 2013
AUDIENCE POLL #1 – At your company…
1. We have a dedicated UX group in Marketing
2. We have a dedicated UX group in Product
Development
3. We have UI Developers
4. We don’t do this today
M
12© KRONOS INCORPORATED May 21, 2013© KRONOS INCORPORATED May 21, 2013
Understanding the difference
UI vs. UX
M
13© KRONOS INCORPORATED May 21, 2013
User Experience is…
M
14© KRONOS INCORPORATED May 21, 2013
User eXperience draws from many disciplines
M
15© KRONOS INCORPORATED May 21, 2013 © William Gribbons, 2008
1980’s 1995 Today
• Mkt. segmentation
• Value proposition
• Human behavior
• Simplicity
• Emotional needs
• Experience as brand
• Influence of consumer
technologies
• Power
• Speed
• Reliability
• Features
• Internally driven
business processes
• External support
• Optimize usability
• Reduce workload
• Minimize errors
• Transfer learning
• Embedded support
Evolution of User Experience
M
16© KRONOS INCORPORATED May 21, 2013
The UX community is expanding
M
17© KRONOS INCORPORATED May 21, 2013
Audience Poll #2 – At your company…
1. There is a strong collaboration with Marketing & UX
2. There are occasional project between Marketing & UX
3. There was once a project between Marketing & UX
4. We’ve never done this
M
18© KRONOS INCORPORATED May 21, 2013© KRONOS INCORPORATED May 21, 2013
But how does
Marketing fit in?
M
19© KRONOS INCORPORATED May 21, 2013
A few years ago we asked
ourselves “How are we doing?”…
UNAIDED AWARENESS
Kronos 14%
Competitor 1 15%
Competitor 2 19%
Competitor 3 5%
CONSIDERATION
Kronos 26%
Competitor 1 29%
Competitor 2 30%
Competitor 3 18%
Recognition
of Buyers as Ease
or Functionality
… and we served
only one.
K
20© KRONOS INCORPORATED May 21, 2013
A few years ago we asked
ourselves “How are we doing?”…
UNAIDED AWARENESS
Kronos 14%
Competitor 1 15%
Competitor 2 19%
Competitor 3 5%
CONSIDERATION
Kronos 26%
Competitor 1 29%
Competitor 2 30%
Competitor 3 18%
K
21© KRONOS INCORPORATED May 21, 2013
Priorities Functionality Ease
Deep Functionality 4 1
Broad Functionality 4 1
ROI 3 1
TCO 1 3
Easy to Own 1 4
Flexible Business Terms 1 4
Reliability 4 4
Integration 2 2
Preference
Preference is a 1-4 ranking with
1 being low priority and
4 being high priority
for the buyer.
Shared needs.
Different Priorities.
22© KRONOS INCORPORATED May 21, 2013
Moving forward together
STRATEGY
1. Market analysis
and research
2. Identification of
Buyers — Ease
vs. Functionality
3. CEO Vision
Next Generation
Workforce Mgmt.
4. Governing
Brand Idea
K
23© KRONOS INCORPORATED May 21, 2013
Moving forward together
STRATEGY
1. Market analysis
and research
2. Identification of
Buyers — Ease
vs. Functionality
3. CEO Vision
Next Generation
Workforce Mgmt.
4. Governing
Brand Idea
WORKFORCE
MANAGEMENT
DOESN’T
HAVE TO BE
SO HARD
K
24© KRONOS INCORPORATED May 21, 2013
Moving forward together
Guiding
principles
for user
experience
MARKETINGUSER
EXPERIENCE
STRATEGY
LAUNCH
ACTIVITY
Design concept
and User
feedback
Tangible
design
assets
Develop
foundational
messaging
for global
distribution
Develop
communication
and training
platforms
Align NG
concepts
with CBI
definitions
K
WORKFORCE
MANAGEMENT
DOESN’T
HAVE TO BE
SO HARD
25© KRONOS INCORPORATED May 21, 2013
UX | Marketing Partnership
• Shared customer focus
• Messaging and UX initiative
must match
• Incorporate marketing into
the development process
• Define key user experience
capabilities
• Leverage brand attributes
for consistent experience
USER EXPERIENCE
• Shared customer focus
• Messaging and UX initiative
must match
• Focus on user needs
through product experience
• Highlight key user
experience capabilities
• Leverage unique
product design
MARKETING
K
26© KRONOS INCORPORATED May 21, 2013
Unparalleled User Experience is…
• Instant Engagement
– Consumer-centric user experience
– Interactive communications via mobile
• Guided Decisions
– Early warning & guidance through predictive analytics
– Enabled by accurate, real-time labor data
– Better, faster frontline decisions
• Mobile Management
– Access to employee data anywhere at anytime
– Real-time bidirectional communication between manager,
employee, and their data
– Multiple platform support
M
27© KRONOS INCORPORATED May 21, 2013
Bringing the Next Generation UI to life…
M
28© KRONOS INCORPORATED May 21, 2013
Getting the word out about it…
K
29© KRONOS INCORPORATED May 21, 2013
Showcasing it online…
30© KRONOS INCORPORATED May 21, 2013
And promoting the UI… and the partnership.
31© KRONOS INCORPORATED May 21, 2013© KRONOS INCORPORATED May 21, 2013
So were we successful?
M
32© KRONOS INCORPORATED May 21, 2013
Results and Changes
• Recognition in the T&A
market
• Understand place in the
market
• Establish a framework
(Net promoter score)
UNAIDED AWARENESS
Kronos 14% 21%
Competitor 1 15% 16%
Competitor 2 19% 11%
Competitor 3 5% 5%
CONSIDERATION
Kronos 26% 46%
Competitor 1 29% 53%
Competitor 2 30% 44%
Competitor 3 18% 34%
K
33© KRONOS INCORPORATED May 21, 2013
Today, we are extending the strategy further
InTouch • Smartphones • Tablet
K
34© KRONOS INCORPORATED May 21, 2013
Audience Poll #3
1. This sounds great, we’re going to do this!
2. We’ll consider this strategy
3. We don’t have the right resources to do this
4. We’ll never do this
35© KRONOS INCORPORATED May 21, 2013© KRONOS INCORPORATED May 21, 2013
Our takeaways
M
36© KRONOS INCORPORATED May 21, 2013
Create a shared vision
• Upfront survey work, focus groups, and message
construction galvanized the teams for first time ever
• Collective buy-in from top at all levels. Not in silos.
• Share each others efforts and especially each others
wins.
• Set agreed upon standards
• And let the product drive the story when it deserves to.
M
37© KRONOS INCORPORATED May 21, 2013
Understand the usability maturity model*
As their usability
approach matures,
organizations typically
progress through the
same sequence of
stages, from initial
hostility to widespread
reliance on user
research.
*Nielsen Norman Group
As their usability
approach matures,
organizations typically
progress through the
same sequence of
stages, from initial
hostility to widespread
reliance on user
research.
*Nielsen Norman Group
Attaining these higher
maturity levels requires
many years of effort.
Attaining these higher
maturity levels requires
many years of effort.
M
38© KRONOS INCORPORATED May 21, 2013
Champion the value of UX
• Create external face for UX
– Usability lab program, promotion, participation
– Recruiting user pool, incentives, rewards, customer access
– Continue to survey/measure user base
• Show case success
– Case studies, examples, demonstrating business value
M
39© KRONOS INCORPORATED May 21, 2013
Conclusion
• Create a shared vision
• Understand capabilities model
• Champion the value of UX
M
• www.Aquent.com
• www.Kronos.com
• http://www.PragmaticMarketing.com
../resources/top-10-tools-to-measure-user-experience
• Other UX related organizations
– UXPA
– ACMSIGCHI
– IxDA
– UXMatters
Additional Resources
40© KRONOS INCORPORATED May 21, 2013© KRONOS INCORPORATED May 21, 2013
Thank You!
Marc Cajolet, User Experience Strategist
Ken Volk, Director of Creative
Combining User Experience and
Product Marketing for a Great Product Launch

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Aquent/AMA Webcast: Marketing, Meet UX

  • 1. With the advent of new media, todays brands struggle to reach the right buyer with the right product. But, using current technology to meet customer needs can be daunting. In this presentation, Marc Cajolet and Ken Volk (Kronos) bridge the gap between User Experience and Marketing. Marketing, Meet UX
  • 2. AMA Webcast Marketing, Meet UX Presenter: Kevin Young, Managing Principal, Continuum Moderator: Alli Libb, American Marketing Association Sponsored by: •The audio portion of today’s presentation is available via broadcast audio. •You can also dial in to hear audio •Participants (US & Canada, Toll Free): 888 223 4959 International Participants: +1 303 223 4389
  • 4. 4© KRONOS INCORPORATED May 21, 2013© KRONOS INCORPORATED May 21, 2013 Marketing Meet UX Marc Cajolet, User Experience Strategist Ken Volk, Director of Creative Combining User Experience and Product Marketing for a Great Product Launch
  • 5. 5© KRONOS INCORPORATED May 21, 2013 Key Points • User experience (UX) design can greatly impact product messaging and positioning • UX has become a competitive differentiator • UX is big picture thinking – holistic view • Engage Product Designers with Product Marketing early in process • Leverage Design for Marketing, and visa versa M
  • 6. 6© KRONOS INCORPORATED May 21, 2013© KRONOS INCORPORATED May 21, 2013 So what is UX exactly? K
  • 7. 7© KRONOS INCORPORATED May 21, 2013 UX encompasses all aspects of end-user interactions www.baddesign.com Well designed compact sound system M
  • 8. 8© KRONOS INCORPORATED May 21, 2013 UX encompasses all aspects of end-user interactions www.baddesign.com Well designed compact sound system His/hers drink holders M
  • 9. 9© KRONOS INCORPORATED May 21, 2013 UX encompasses all aspects of end-user interactions www.baddesign.com Well designed compact sound system Well designed ergonomic shift lever His/hers drink holders M
  • 10. 10© KRONOS INCORPORATED May 21, 2013 UX encompasses all aspects of end-user interactions www.baddesign.com Well designed compact sound system Well designed ergonomic shift lever His/hers drink holders M
  • 11. 11© KRONOS INCORPORATED May 21, 2013 AUDIENCE POLL #1 – At your company… 1. We have a dedicated UX group in Marketing 2. We have a dedicated UX group in Product Development 3. We have UI Developers 4. We don’t do this today M
  • 12. 12© KRONOS INCORPORATED May 21, 2013© KRONOS INCORPORATED May 21, 2013 Understanding the difference UI vs. UX M
  • 13. 13© KRONOS INCORPORATED May 21, 2013 User Experience is… M
  • 14. 14© KRONOS INCORPORATED May 21, 2013 User eXperience draws from many disciplines M
  • 15. 15© KRONOS INCORPORATED May 21, 2013 © William Gribbons, 2008 1980’s 1995 Today • Mkt. segmentation • Value proposition • Human behavior • Simplicity • Emotional needs • Experience as brand • Influence of consumer technologies • Power • Speed • Reliability • Features • Internally driven business processes • External support • Optimize usability • Reduce workload • Minimize errors • Transfer learning • Embedded support Evolution of User Experience M
  • 16. 16© KRONOS INCORPORATED May 21, 2013 The UX community is expanding M
  • 17. 17© KRONOS INCORPORATED May 21, 2013 Audience Poll #2 – At your company… 1. There is a strong collaboration with Marketing & UX 2. There are occasional project between Marketing & UX 3. There was once a project between Marketing & UX 4. We’ve never done this M
  • 18. 18© KRONOS INCORPORATED May 21, 2013© KRONOS INCORPORATED May 21, 2013 But how does Marketing fit in? M
  • 19. 19© KRONOS INCORPORATED May 21, 2013 A few years ago we asked ourselves “How are we doing?”… UNAIDED AWARENESS Kronos 14% Competitor 1 15% Competitor 2 19% Competitor 3 5% CONSIDERATION Kronos 26% Competitor 1 29% Competitor 2 30% Competitor 3 18% Recognition of Buyers as Ease or Functionality … and we served only one. K
  • 20. 20© KRONOS INCORPORATED May 21, 2013 A few years ago we asked ourselves “How are we doing?”… UNAIDED AWARENESS Kronos 14% Competitor 1 15% Competitor 2 19% Competitor 3 5% CONSIDERATION Kronos 26% Competitor 1 29% Competitor 2 30% Competitor 3 18% K
  • 21. 21© KRONOS INCORPORATED May 21, 2013 Priorities Functionality Ease Deep Functionality 4 1 Broad Functionality 4 1 ROI 3 1 TCO 1 3 Easy to Own 1 4 Flexible Business Terms 1 4 Reliability 4 4 Integration 2 2 Preference Preference is a 1-4 ranking with 1 being low priority and 4 being high priority for the buyer. Shared needs. Different Priorities.
  • 22. 22© KRONOS INCORPORATED May 21, 2013 Moving forward together STRATEGY 1. Market analysis and research 2. Identification of Buyers — Ease vs. Functionality 3. CEO Vision Next Generation Workforce Mgmt. 4. Governing Brand Idea K
  • 23. 23© KRONOS INCORPORATED May 21, 2013 Moving forward together STRATEGY 1. Market analysis and research 2. Identification of Buyers — Ease vs. Functionality 3. CEO Vision Next Generation Workforce Mgmt. 4. Governing Brand Idea WORKFORCE MANAGEMENT DOESN’T HAVE TO BE SO HARD K
  • 24. 24© KRONOS INCORPORATED May 21, 2013 Moving forward together Guiding principles for user experience MARKETINGUSER EXPERIENCE STRATEGY LAUNCH ACTIVITY Design concept and User feedback Tangible design assets Develop foundational messaging for global distribution Develop communication and training platforms Align NG concepts with CBI definitions K WORKFORCE MANAGEMENT DOESN’T HAVE TO BE SO HARD
  • 25. 25© KRONOS INCORPORATED May 21, 2013 UX | Marketing Partnership • Shared customer focus • Messaging and UX initiative must match • Incorporate marketing into the development process • Define key user experience capabilities • Leverage brand attributes for consistent experience USER EXPERIENCE • Shared customer focus • Messaging and UX initiative must match • Focus on user needs through product experience • Highlight key user experience capabilities • Leverage unique product design MARKETING K
  • 26. 26© KRONOS INCORPORATED May 21, 2013 Unparalleled User Experience is… • Instant Engagement – Consumer-centric user experience – Interactive communications via mobile • Guided Decisions – Early warning & guidance through predictive analytics – Enabled by accurate, real-time labor data – Better, faster frontline decisions • Mobile Management – Access to employee data anywhere at anytime – Real-time bidirectional communication between manager, employee, and their data – Multiple platform support M
  • 27. 27© KRONOS INCORPORATED May 21, 2013 Bringing the Next Generation UI to life… M
  • 28. 28© KRONOS INCORPORATED May 21, 2013 Getting the word out about it… K
  • 29. 29© KRONOS INCORPORATED May 21, 2013 Showcasing it online…
  • 30. 30© KRONOS INCORPORATED May 21, 2013 And promoting the UI… and the partnership.
  • 31. 31© KRONOS INCORPORATED May 21, 2013© KRONOS INCORPORATED May 21, 2013 So were we successful? M
  • 32. 32© KRONOS INCORPORATED May 21, 2013 Results and Changes • Recognition in the T&A market • Understand place in the market • Establish a framework (Net promoter score) UNAIDED AWARENESS Kronos 14% 21% Competitor 1 15% 16% Competitor 2 19% 11% Competitor 3 5% 5% CONSIDERATION Kronos 26% 46% Competitor 1 29% 53% Competitor 2 30% 44% Competitor 3 18% 34% K
  • 33. 33© KRONOS INCORPORATED May 21, 2013 Today, we are extending the strategy further InTouch • Smartphones • Tablet K
  • 34. 34© KRONOS INCORPORATED May 21, 2013 Audience Poll #3 1. This sounds great, we’re going to do this! 2. We’ll consider this strategy 3. We don’t have the right resources to do this 4. We’ll never do this
  • 35. 35© KRONOS INCORPORATED May 21, 2013© KRONOS INCORPORATED May 21, 2013 Our takeaways M
  • 36. 36© KRONOS INCORPORATED May 21, 2013 Create a shared vision • Upfront survey work, focus groups, and message construction galvanized the teams for first time ever • Collective buy-in from top at all levels. Not in silos. • Share each others efforts and especially each others wins. • Set agreed upon standards • And let the product drive the story when it deserves to. M
  • 37. 37© KRONOS INCORPORATED May 21, 2013 Understand the usability maturity model* As their usability approach matures, organizations typically progress through the same sequence of stages, from initial hostility to widespread reliance on user research. *Nielsen Norman Group As their usability approach matures, organizations typically progress through the same sequence of stages, from initial hostility to widespread reliance on user research. *Nielsen Norman Group Attaining these higher maturity levels requires many years of effort. Attaining these higher maturity levels requires many years of effort. M
  • 38. 38© KRONOS INCORPORATED May 21, 2013 Champion the value of UX • Create external face for UX – Usability lab program, promotion, participation – Recruiting user pool, incentives, rewards, customer access – Continue to survey/measure user base • Show case success – Case studies, examples, demonstrating business value M
  • 39. 39© KRONOS INCORPORATED May 21, 2013 Conclusion • Create a shared vision • Understand capabilities model • Champion the value of UX M • www.Aquent.com • www.Kronos.com • http://www.PragmaticMarketing.com ../resources/top-10-tools-to-measure-user-experience • Other UX related organizations – UXPA – ACMSIGCHI – IxDA – UXMatters Additional Resources
  • 40. 40© KRONOS INCORPORATED May 21, 2013© KRONOS INCORPORATED May 21, 2013 Thank You! Marc Cajolet, User Experience Strategist Ken Volk, Director of Creative Combining User Experience and Product Marketing for a Great Product Launch

Editor's Notes

  1. Today ’s biggest brands rely on Aquent experience and knowledge to staff their marketing, creative and digital teams. Their talent’s expertise can give your team the edge you need. To get talent that works, visit aquent.com.
  2. Lay this over agile process Individually (as disconnected entities) each component satisfies user/functional requirements When placed together in real user context, they compete/conflict Do we want more of these from real world?
  3. Lay this over agile process Individually (as disconnected entities) each component satisfies user/functional requirements When placed together in real user context, they compete/conflict Do we want more of these from real world?
  4. Lay this over agile process Individually (as disconnected entities) each component satisfies user/functional requirements When placed together in real user context, they compete/conflict Do we want more of these from real world?
  5. Lay this over agile process Individually (as disconnected entities) each component satisfies user/functional requirements When placed together in real user context, they compete/conflict Do we want more of these from real world?
  6. Locate Kronos UX in this picture Convey interdisciplinary nature of UX
  7. <less text>
  8. Locate Kronos UX in this picture Convey interdisciplinary nature of UX
  9. Update current date on master slides
  10. Ken work on this slide – Marc work on three slides for the UX activities Ken work on three supporting slides for the Marketing Activities
  11. Ken work on this slide – Marc work on three slides for the UX activities Ken work on three supporting slides for the Marketing Activities
  12. Ken work on this slide – Marc work on three slides for the UX activities Ken work on three supporting slides for the Marketing Activities
  13. Ken build this out wiith more
  14. Ken will add some highlights
  15. Add timing notes about the iPad, how does that affect organizations