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Et si pour innover on revenait aux basiques ?

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Guewen Loussouarn, Co-fondateur de Haigo, nous interpellera : et si la véritable innovation, c’était de ne pas oublier le mot « utilisateur » dans son expérience utilisateur ? Comment revenir aux basiques : l’humain derrière la donnée, le visage derrière l’insight consommateur, le parcours derrière l’outil. Comment le Design Thinking aide à créer et promouvoir des produits et services que leurs utilisateurs aiment ?

Published in: Marketing
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Et si pour innover on revenait aux basiques ?

  1. 1. H A I G O 38, rue du sentier Paris 75002 - hello@haigo.fr Et si pour innover, on revenait aux basiques ? Confessions d'un marketeur geek repenti. Guewen LOUSSOUARN Co-Fondateur d’HAIGO L’expérience digitale au coeur de l’innovation En partenariat avec Club Expérience Digitale 13 février 2018
  2. 2. Bonjour
  3. 3. HAIGO pour ADETEM – Février 2018 DMP ? RTB ? DCO ? Qui prévoit d’internaliser son achat média dans 12 mois ? 3 Quelques questions
  4. 4. HAIGO pour ADETEM – Février 2018 CRM ? CRO ? UX? Qui a des UX Designers internalisés dans son entreprise ? 4 D’autres questions
  5. 5. Le marché se complexifie
  6. 6. Tout le monde parle d’expérience client
  7. 7. HAIGO pour ADETEM – Février 2018 Qui a rencontré un utilisateur de son produit ou service au cours des 30 derniers jours ? 7 Dernière question (pour l’instant)
  8. 8. Revenons aux basiques
  9. 9. Revenons aux basiques Définition de « marketing » selon Larousse : Ensemble des actions qui ont pour objet de connaître, de prévoir et, éventuellement, de stimuler les besoins des consommateurs à l'égard des biens et des services et d'adapter la production et la commercialisation aux besoins ainsi précisés.
  10. 10. Je suis un marketeur repenti
  11. 11. HAIGO pour ADETEM – Février 2018 4 signaux faibles 11
  12. 12. 1/ Le planneur stratégique déconnecté
  13. 13. 2/ L’UX sans êtres humains
  14. 14. 3/ Le faux mail personnalisé
  15. 15. 4/ Etes vous utilisateur de votre produit ?
  16. 16. PRIXPROMOTION PRODUIT PLACEMENT Et si le plus important, c’était le produIt ?
  17. 17. Ils ont percé grâce à un bon produit
  18. 18. Le secret ? Observer, questionner, sortir de son bureau
  19. 19. HAIGO pour ADETEM – Février 2018 Au-delà du produit : 5 bonnes raisons de remettre l’utilisateur au centre 19
  20. 20. 1 / Aligner des parties prenantes aux enjeux très différents
  21. 21. 2/ Ecrire de meilleurs briefs, pour de meilleurs résultats
  22. 22. 3/ Créer les fondations solides et durables d’une bonne collaboration
  23. 23. 4/ Mettre la technologie au second plan pour se concentrer sur les vrais enjeux
  24. 24. 5/ Trouver la (vraie) bonne solution
  25. 25. HAIGO pour ADETEM – Février 2018 La checklist du marketeur moderne 25
  26. 26. HAIGO pour ADETEM – Février 2018 Passer 1h avec 5 utilisateurs chaque mois ? Afficher leurs visages et leurs mots dans vos espaces de travail ? Mettre des personas dans vos briefs ? Créer des war rooms avec des experts d’horizons variés ? Héberger des UX et UI Designers dans vos locaux ? 26 Et si dès demain vous commenciez à …
  27. 27. 5 utilisateurs bien identifiés couvrent 80% des points (source)
  28. 28. Si lui peut, vous pouvez
  29. 29. Si un gouvernement peut, vous pouvez
  30. 30. HAIGO pour ADETEM – Février 2018 Et si le secret d'une expérience utilisateur réussie, c'était d'aller en voir le plus souvent possible ? 30
  31. 31. HAIGO pour ADETEM – Février 2018 facebook.com/haigo.fr twitter.com/haigoparis linkedin.com/company/haigo/ Suivez nous en ligne Français : haigo.fr English : www.haigo.fr/en Workers of the future : workersofthefuture.com 31 Merci ! Guewen Loussouarn Founder guewen@haigo.fr +33 7 83 02 34 60

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