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UX STRAT 2013: Rob Houser, Using Big Data and Personalization to Drive UX Strategy: A Case Study

Rob Houser's presentation at UX STRAT 2013

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UX STRAT 2013: Rob Houser, Using Big Data and Personalization to Drive UX Strategy: A Case Study

  1. 1. Using Big Data and Personalization to Drive UX Strategy: A Case Study Rob Houser Senior Director, Product Management
  2. 2. 2 Technical Communication  Training  Usability  Design  Product Management  UX Management  UX Consulting My Background Developing products that accommodate the needs of the users
  3. 3. 3 Setting the Scene • UX group in place for 4 years • Mature, full-featured desktop product • Abandonment became a big concern of our GM • Researching the problem: – New user studies – Support call listen ins – Call driver analysis – Win-loss calls • Main challenge: – First 90-180 days, mostly with setup and initial use
  4. 4. 4 Initial Vision That Sage 50 Accounting (at the time Sage Peachtree Accounting) users always have a way to get assistance when they need it, especially from inside the product, and that they need to exert as little effort as possible
  5. 5. 5 Basic Strategy #1 A successful user experience starts with a well-designed product #2 Assistance needs to occur as close to the point of need as possible #3 All forms of user assistance should be coordinated and available inside the product #4 Assistance must adapt to the users as they evolve
  6. 6. 6 The Safety Net The safety net of user assistance was based on a Microsoft model Level 1 Level 2 Level 3 Level 4 Level 5 Level 6 Well-Designed Product On-Screen Assistance In-Product Help & Demos Standalone Documentation & Training User Community Support
  7. 7. 7 The Approach Gets a Name • Sage Advisor became the name we used to describe the approach of delivering personalized advice and guidance Very innovative, but how do you monetize it?
  8. 8. 8 Early Activities
  9. 9. 9 Embedded User Assistance Created more contextual user assistance, especially for the setup process
  10. 10. 10 Usage Tracking Created a proprietary system for tracking usage data from the desktop
  11. 11. 11 Advisor Messages Created rules engine for personalized in-product messaging 97% of Sage 50 U.S. customers have received at least one Sage Advisor message 40% have changed at least one behavior based on a Sage Advisor message Customers who have changed at least one behavior rate Sage 6% higher through NetPromoter.
  12. 12. 12 Guiding Principles Principles for delivering personalized advice  Relevant make sure it’s the right message for me  Immediate tell me where and when I need it  Brief minimize the interruption to my work  Optional let me ignore it or turn it off if I don’t want it  Connected connect me with other helpful resources
  13. 13. 13 Re-aligning to Business Goals
  14. 14. 14 Aligning to Business Goals Improving ease of use and ease of learning for competitive reasons Reducing abandonment Increasing renewals by increasing consumption Delivering an extraordinary customer experience that increases customer loyalty Redefining the corporate brand 2011201020092008< 2007 2012 CX as a brand differentiator
  15. 15. 15 Expanded Vision That our customers would tell others that Sage really understands their business and is essential to its success
  16. 16. 16 Customer Perspectives Sales In-Product Partners Marketing Support Sage Business Care When you talk to me you know who I am and what I need to minimize the disruption to my time When you communicate with me directly it always relevant You give me the guidance and assistance that I need based on how I work, which makes me more efficient in my work You know when I need help and your services have increased the value of what I bought from Sage When I have problems or questions, you help me quickly and easily with minimal effort on my part. You keep me safe and productive Sage Overall Sage really understands my business and is essential to its success
  17. 17. 17 Conclusion • Our UX strategy has impacted the brand and given many disparate products a more common customer experience • Impacting the customer experience drives revenue more directly (because it is more closely connected to renewals, attrition, purchasing, cross-selling, and up- selling), which the business can more readily appreciate • CX is a good partner for UX
  18. 18. 18 Contact Me • Twitter: rhouserjr • LinkedIn: Rob Houser • Email: • Cell: 678-848-6646
  19. 19. 19 Lessons Learned
  20. 20. 20 Tie UX Strategy to Business Goals
  21. 21. 21 Show Early Results
  22. 22. 22 Learn How To Monetize Your Projects
  23. 23. 23 Manage One Big Data Effort
  24. 24. 24 CX Is a Good Partner for UX