Aquent/AMA Webcast: Marketing, Meet UX
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Aquent/AMA Webcast: Marketing, Meet UX

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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 ...

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.

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  • 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.
  • 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?
  • 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?
  • 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?
  • 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?
  • Locate Kronos UX in this picture Convey interdisciplinary nature of UX
  • Locate Kronos UX in this picture Convey interdisciplinary nature of UX
  • Update current date on master slides
  • Ken work on this slide – Marc work on three slides for the UX activities Ken work on three supporting slides for the Marketing Activities
  • Ken work on this slide – Marc work on three slides for the UX activities Ken work on three supporting slides for the Marketing Activities
  • Ken work on this slide – Marc work on three slides for the UX activities Ken work on three supporting slides for the Marketing Activities
  • Ken build this out wiith more
  • Ken will add some highlights
  • Add timing notes about the iPad, how does that affect organizations

Aquent/AMA Webcast: Marketing, Meet UX Presentation Transcript

  • 1. With the advent of new media, todays brands struggle to reachthe right buyer with the right product. But, using currenttechnology to meet customer needs can be daunting. In thispresentation, Marc Cajolet and Ken Volk (Kronos) bridge thegap between User Experience and Marketing.Marketing, Meet UX
  • 2. AMA WebcastMarketing, Meet UXPresenter:Kevin Young, Managing Principal, ContinuumModerator:Alli Libb, American Marketing AssociationSponsored 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 4959International Participants: +1 303 223 4389
  • 3. 4© KRONOS INCORPORATED May 21, 2013© KRONOS INCORPORATED May 21, 2013Marketing Meet UXMarc Cajolet, User Experience StrategistKen Volk, Director of CreativeCombining User Experience andProduct Marketing for a Great Product Launch
  • 4. 5© KRONOS INCORPORATED May 21, 2013Key Points• User experience (UX) design can greatly impact productmessaging and positioning• UX has become a competitive differentiator• UX is big picture thinking – holistic view• Engage Product Designers with ProductMarketing early in process• Leverage Design for Marketing, and visa versaM
  • 5. 6© KRONOS INCORPORATED May 21, 2013© KRONOS INCORPORATED May 21, 2013So what is UX exactly?K
  • 6. 7© KRONOS INCORPORATED May 21, 2013UX encompasses all aspects of end-user interactionswww.baddesign.comWell designed compactsound systemM
  • 7. 8© KRONOS INCORPORATED May 21, 2013UX encompasses all aspects of end-user interactionswww.baddesign.comWell designed compactsound systemHis/hers drink holdersM
  • 8. 9© KRONOS INCORPORATED May 21, 2013UX encompasses all aspects of end-user interactionswww.baddesign.comWell designed compactsound systemWell designedergonomic shift leverHis/hers drink holdersM
  • 9. 10© KRONOS INCORPORATED May 21, 2013UX encompasses all aspects of end-user interactionswww.baddesign.comWell designed compactsound systemWell designedergonomic shift leverHis/hers drink holdersM
  • 10. 11© KRONOS INCORPORATED May 21, 2013AUDIENCE POLL #1 – At your company…1. We have a dedicated UX group in Marketing2. We have a dedicated UX group in ProductDevelopment3. We have UI Developers4. We don’t do this todayM
  • 11. 12© KRONOS INCORPORATED May 21, 2013© KRONOS INCORPORATED May 21, 2013Understanding the differenceUI vs. UXM
  • 12. 13© KRONOS INCORPORATED May 21, 2013User Experience is…M
  • 13. 14© KRONOS INCORPORATED May 21, 2013User eXperience draws from many disciplinesM
  • 14. 15© KRONOS INCORPORATED May 21, 2013 © William Gribbons, 20081980’s 1995 Today• Mkt. segmentation• Value proposition• Human behavior• Simplicity• Emotional needs• Experience as brand• Influence of consumertechnologies• Power• Speed• Reliability• Features• Internally drivenbusiness processes• External support• Optimize usability• Reduce workload• Minimize errors• Transfer learning• Embedded supportEvolution of User ExperienceM
  • 15. 16© KRONOS INCORPORATED May 21, 2013The UX community is expandingM
  • 16. 17© KRONOS INCORPORATED May 21, 2013Audience Poll #2 – At your company…1. There is a strong collaboration with Marketing & UX2. There are occasional project between Marketing & UX3. There was once a project between Marketing & UX4. We’ve never done thisM
  • 17. 18© KRONOS INCORPORATED May 21, 2013© KRONOS INCORPORATED May 21, 2013But how doesMarketing fit in?M
  • 18. 19© KRONOS INCORPORATED May 21, 2013A few years ago we askedourselves “How are we doing?”…UNAIDED AWARENESSKronos 14%Competitor 1 15%Competitor 2 19%Competitor 3 5%CONSIDERATIONKronos 26%Competitor 1 29%Competitor 2 30%Competitor 3 18%Recognitionof Buyers as Easeor Functionality… and we servedonly one.K
  • 19. 20© KRONOS INCORPORATED May 21, 2013A few years ago we askedourselves “How are we doing?”…UNAIDED AWARENESSKronos 14%Competitor 1 15%Competitor 2 19%Competitor 3 5%CONSIDERATIONKronos 26%Competitor 1 29%Competitor 2 30%Competitor 3 18%K
  • 20. 21© KRONOS INCORPORATED May 21, 2013Priorities Functionality EaseDeep Functionality 4 1Broad Functionality 4 1ROI 3 1TCO 1 3Easy to Own 1 4Flexible Business Terms 1 4Reliability 4 4Integration 2 2PreferencePreference is a 1-4 ranking with1 being low priority and4 being high priorityfor the buyer.Shared needs.Different Priorities.
  • 21. 22© KRONOS INCORPORATED May 21, 2013Moving forward togetherSTRATEGY1. Market analysisand research2. Identification ofBuyers — Easevs. Functionality3. CEO VisionNext GenerationWorkforce Mgmt.4. GoverningBrand IdeaK
  • 22. 23© KRONOS INCORPORATED May 21, 2013Moving forward togetherSTRATEGY1. Market analysisand research2. Identification ofBuyers — Easevs. Functionality3. CEO VisionNext GenerationWorkforce Mgmt.4. GoverningBrand IdeaWORKFORCEMANAGEMENTDOESN’THAVE TO BESO HARDK
  • 23. 24© KRONOS INCORPORATED May 21, 2013Moving forward togetherGuidingprinciplesfor userexperienceMARKETINGUSEREXPERIENCESTRATEGYLAUNCHACTIVITYDesign conceptand UserfeedbackTangibledesignassetsDevelopfoundationalmessagingfor globaldistributionDevelopcommunicationand trainingplatformsAlign NGconceptswith CBIdefinitionsKWORKFORCEMANAGEMENTDOESN’THAVE TO BESO HARD
  • 24. 25© KRONOS INCORPORATED May 21, 2013UX | Marketing Partnership• Shared customer focus• Messaging and UX initiativemust match• Incorporate marketing intothe development process• Define key user experiencecapabilities• Leverage brand attributesfor consistent experienceUSER EXPERIENCE• Shared customer focus• Messaging and UX initiativemust match• Focus on user needsthrough product experience• Highlight key userexperience capabilities• Leverage uniqueproduct designMARKETINGK
  • 25. 26© KRONOS INCORPORATED May 21, 2013Unparalleled 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 supportM
  • 26. 27© KRONOS INCORPORATED May 21, 2013Bringing the Next Generation UI to life…M
  • 27. 28© KRONOS INCORPORATED May 21, 2013Getting the word out about it…K
  • 28. 29© KRONOS INCORPORATED May 21, 2013Showcasing it online…
  • 29. 30© KRONOS INCORPORATED May 21, 2013And promoting the UI… and the partnership.
  • 30. 31© KRONOS INCORPORATED May 21, 2013© KRONOS INCORPORATED May 21, 2013So were we successful?M
  • 31. 32© KRONOS INCORPORATED May 21, 2013Results and Changes• Recognition in the T&Amarket• Understand place in themarket• Establish a framework(Net promoter score)UNAIDED AWARENESSKronos 14% 21%Competitor 1 15% 16%Competitor 2 19% 11%Competitor 3 5% 5%CONSIDERATIONKronos 26% 46%Competitor 1 29% 53%Competitor 2 30% 44%Competitor 3 18% 34%K
  • 32. 33© KRONOS INCORPORATED May 21, 2013Today, we are extending the strategy furtherInTouch • Smartphones • TabletK
  • 33. 34© KRONOS INCORPORATED May 21, 2013Audience Poll #31. This sounds great, we’re going to do this!2. We’ll consider this strategy3. We don’t have the right resources to do this4. We’ll never do this
  • 34. 35© KRONOS INCORPORATED May 21, 2013© KRONOS INCORPORATED May 21, 2013Our takeawaysM
  • 35. 36© KRONOS INCORPORATED May 21, 2013Create a shared vision• Upfront survey work, focus groups, and messageconstruction 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 otherswins.• Set agreed upon standards• And let the product drive the story when it deserves to.M
  • 36. 37© KRONOS INCORPORATED May 21, 2013Understand the usability maturity model*As their usabilityapproach matures,organizations typicallyprogress through thesame sequence ofstages, from initialhostility to widespreadreliance on userresearch.*Nielsen Norman GroupAs their usabilityapproach matures,organizations typicallyprogress through thesame sequence ofstages, from initialhostility to widespreadreliance on userresearch.*Nielsen Norman GroupAttaining these highermaturity levels requiresmany years of effort.Attaining these highermaturity levels requiresmany years of effort.M
  • 37. 38© KRONOS INCORPORATED May 21, 2013Champion 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 valueM
  • 38. 39© KRONOS INCORPORATED May 21, 2013Conclusion• Create a shared vision• Understand capabilities model• Champion the value of UXM• 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– UXMattersAdditional Resources
  • 39. 40© KRONOS INCORPORATED May 21, 2013© KRONOS INCORPORATED May 21, 2013Thank You!Marc Cajolet, User Experience StrategistKen Volk, Director of CreativeCombining User Experience andProduct Marketing for a Great Product Launch