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Beyond Conversion- Creating Delightful Experiences that Align your Brand with Customer Goals

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Beyond Conversion- Creating Delightful Experiences that Align your Brand with Customer Goals

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In this session, Niall will discuss how to develop a deep understanding of different audiences goals, needs, behaviours and then designing/building products toward addressing those. Niall will talk through the complexities of getting internal alignment across a large complex organisation for shared goals + opportunity spaces using the discovery framework. Topics to discuss include;

Bringing clarity on your company goals, strategy, and purpose creates the necessary space to focus on your consumer
Consumer expectations & behaviours with brands has evolved; have we?
Understanding how people behave in the physical world to shape the ecommerce experience
Prioritisation: Aligning a complex global organisation around the most relevant opportunities

In this session, Niall will discuss how to develop a deep understanding of different audiences goals, needs, behaviours and then designing/building products toward addressing those. Niall will talk through the complexities of getting internal alignment across a large complex organisation for shared goals + opportunity spaces using the discovery framework. Topics to discuss include;

Bringing clarity on your company goals, strategy, and purpose creates the necessary space to focus on your consumer
Consumer expectations & behaviours with brands has evolved; have we?
Understanding how people behave in the physical world to shape the ecommerce experience
Prioritisation: Aligning a complex global organisation around the most relevant opportunities

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Beyond Conversion- Creating Delightful Experiences that Align your Brand with Customer Goals

  1. 1. BEYOND CONVERSION U X D X C O N F E R E N C E D U B / / / O C T 2 0 2 2 Creating delightful experiences that align your brand with consumer goals
  2. 2. adidas x culture
  3. 3. adidas x sport
  4. 4. INCREASING BRAND CREDIBILITY BY SHARPENING THE EDGES OF SPORT AND CULTURE, INTRODUCING SPORTSWEAR ELEVATED CONSUMER EXPERIENCE THROUGH DTC- LED BUSINESS TRANSFORMATI ON BUILT AROUND MEMBERSHIP COMPREHENSIV E AND SCALED CONSUMER- FACING SUSTAINABILITY PROGRAM WITH 9 OUT OF 10 ARTICLES BEING SUSTAINABLE STRATEGIC FOCUS AREAS Our 2025 growth strategy O W N T H E G A M E
  5. 5. TO DOUBLE OUR BUSINESS WE MUST MOVE BEYOND SELLING OUR CONSUMERS WHATEVER THEY WANT
  6. 6. Buy our newest product! Ideally right now. T E A S E
  7. 7. Buy our newest product! Ideally right now. T E A S E L A U N C H
  8. 8. Buy our newest product! Ideally right now. T E A S E L A U N C H E N G A G E
  9. 9. Buy our newest product! Ideally right now. T E A S E C O N V E R T L A U N C H E N G A G E
  10. 10. WOMEN RUNNING 326 RESULTS* NON-PERSONALIZED EXPERIENCE 😩 * of which this image shows 270 SHOES
  11. 11. R E S E A R C H & D I S C O V E RY I N S P E C T & E VA L U AT E D E C I D E & G E T U S E & E V O LV E “Can you help me to achieve my goals?” “Do these products relate to my goals?” “Is this product right for me” “How can I continue to improve my sport performance” N E E D R E C O G N I T I O N “Which sports are right for me?” People behave differently than our marketing calendars M O T I VAT E I N S P I R E E D U C AT E E N A B L E C O N F I D E N C E C U LT I VAT E B E G I N N E R AT H L E T E 🤗 😰 🤔 😃 🧐
  12. 12. “Which sport is right for me?” M O T I V A T E T O M O V E I N I T I A L T R I G G E R Desire to get healthier, discusses best approach with her friends G E T M O T I V A T E D Seeks affirmation that she can return to sport, imagines ideal self S T A R T S T O M O V E Usually low-barrier sport (running), wearing casual gear she has at home C O N T I N U E S U N T I L I N J U R Y After 2-3 weeks she is into sport, but is injured from wrong gear
  13. 13. “Can you help me achieve my goals?” I N S P I R E T O A S P O R T R E S E A R C H E S I N J U R Y Learns about technique, proper gear, alternate sports I N S P I R E D T O T R A I N I N G Disheartened from her running experience, but is inspired to continue with training (eg HIIT, yoga/studio) I N S P I R E D O N O U T F I T Sees a training outfit she really likes for her style, inspired to shop
  14. 14. “Do these products relate to my goals?” E D U C A T E O N T H E R I G H T P R O D U C T S L E A R N I N G C O R R E C T G E A R Beginners will often go to store to get advice on correct gear & fit L E A R N I N G L A T E S T G E A R If no store nearby, learns digitally about latest & most relevant gear R E F I N E S S E L E C T I O N Initial sorting toward right products for her body type + usage needs S E E K S G U I D A N C E Struggling to differentiate for her needs, uses tools to get advice
  15. 15. “Is this product right for me” G I V E C O N F I D E N C E T O B U Y E V A L U A T E S B E N E F I T S Finding an article she likes, she evaluates if it truly meets her needs P E E R A D V I C E She confirms quality, performance, fit based on her peers feedback E N S U R I N G T H E R I G H T S I Z E Feeling confident on fit, she assesses her right size in this product C O M P L E T I N G T H E O U T F I T Perfect sports bra in hand, she gets studio ready with matching tights
  16. 16. “How can I improve my sport performance” C U L T I V A T E O U R R E L A T I O N S H I P A F F I R M S R E L A T I O N S H I P Feeling supported in her shopping experience she joins adiclub S U P P O R T E D W O R K O U T S Uses adidas Training app to get guidance on workouts & plans S E E K S C O M M U N I T Y She builds sport confidence through adiclub & training communities I M P R O V E S P E R F O R M A N C E She upgrades/adds to her training gear as she improves her game
  17. 17. Outcome Opportunity Solution Experiment O P P O R T U N I T Y M A P P I N G I N F O R M S S H A R E D P O R T F O L I O Shared understanding of desired outcome to enable effectiveness & impact on objectives Which consumer needs, pain-points, desires, and expectations — if addressed — would drive our desired outcome? A solution direction aimed to meet the identified consumer need, problem, desire, expectation Gathering insights to form opportunity & solution hypotheses through ‘Compare & contrast’ decisions. eg “Which of these ideas look most promising?” or “Which behaviours can we better understand to inform solution directions?” What are you doing & why are you doing it? Desirable Feasible Viable Discovery at every level is rooted in a defined consumer problem/opportunity space, a clear (set of) business objectives, and relevant technical & content feasibility. NOTE: Each level of the tree informs the next, but does not have to be worked in sequence
  18. 18. Help her evaluate a bra in detail S O L U T I O N Provide consistent, relevant product information across PDPs E X P E R I M E N T 0 1 Guidance — consistent bra product highlights on most important benefits from research E X P E R I M E N T 0 2 E X P E R I M E N T 0 3 E X P E R I M E N T 0 4 E X P E R I M E N T 0 5 N P S U X R E S E A R C H A N A L Y T I C S S E C O N D A R Y R E S E A R C H S T R A T E G Y T O P I C A L T R E E W O R K S H O P T R E E H M W E N A B L E C O N F I D E N C E
  19. 19. DISCOVERY Consumers shop by purpose, and cannot easily relate & refine our offering to their goals How might we inspire & connect with her through relatable product offerings? INSPECTION Consumers find it difficult to relate our franchises & models to their needs How might we engage her by showcasing her relevant products in context? OPPORTUNI TIES Consumer goals, needs, challenges Driving 2025 Own The Game targets with industry leading product wayfinding & experience Enabling her to find, understand, & decide on her perfect product. DESIRED OUTCOME HER PERFECTONLINE SHOPPING EXPERIENCE EVALUATION Consumers are more open to purchase when they understand the product benefits in relation to their needs How might we best share her most relevant benefits to provoke desire? DECISION Consumers find it difficult to find the detailed product information they need, and to understand our jargon. How might we share our expertise consistently, accurately, and in her language to give her the confidence to decide? U P P E R F U N N E L P O R T F O L I O PRODUCT WAYFINDING Provide her with effortless findability & intuitive discovery — bringing her to the most relevant set of products for her needs PRODUCT EXPERIENCE Enable her to understand the differences between the most relevant products, and decide with confidence which one is right for her OUR GOAL
  20. 20. What got us here Won’t get us there To get each person into their sport, we need to understand them as a person, and offer relevant experiences for each one Building 500M meaningful relationships, powered by intentional personalisation DIRECT RELATIONSHIPS SHARED FOCUS EARNING CREDIBILITY Innovation enabled through shared goals, understanding & prioritization of opportunities. Bringing together diverse perspectives to execute industry-leading consumer experiences at scale Continuously building a more meaningful relationship by being consistent, authentic, and relevant every time we meet her. Sharing our expertise to help her discover & use the products she needs to achieve her goals.
  21. 21. JOIN US VISIT US careers.adidas-group.com adidas.nl UNDERSTAND US adidas-group.com

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