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Personalizing the User Experience

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Personalizing the User Experience

  1. 1. AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA Everything you need: › what it is › how it works › putting it into practice Help customers change you from a frog into a prince. Personalizing the user experience
  2. 2. AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA Contents: › what is personalization › how does personalization work? › putting personalization into practice › open discussion Personalizing the user experience Download the slides: http://slideshare.net/austingovella/personalizing-the-user-experience
  3. 3. ...between 2002 — when [data mining began] — and 2010, Target’s revenues grew from $44 billion to $67 billion. “How Companies Learn Your Secrets” By Charles Duhigg, New York Times, Feb 16, 2012 Personalization improves conversions 20% How does personalization work? Choices Message relevance Relationship over time WHAT IS PERSONALIZATION? PERSONALIZING THE USER EXPERIENCE // AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA
  4. 4. Innovation Climb a different mountain Optimization Climb your current mountain Personalization is a tool for optimization Optimization always compares the change against a baseline. Optimization is always an a/b test. WHAT IS PERSONALIZATION? PERSONALIZING THE USER EXPERIENCE // AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA
  5. 5. Create a new phone OPTIMIZATION VS INNOVATION Create a new product WHAT IS PERSONALIZATION? PERSONALIZING THE USER EXPERIENCE // AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA Personalization is a tactic for optimization. Optimization is a strategy. Innovation is a different strategy.
  6. 6. HOW DOES PERSONALIZATION WORK? PERSONALIZING THE USER EXPERIENCE // AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA Personalization is a 4-step process Profile visitor Personalize touchpoint Visitors engage Collect data 1. Visitors engage with your touchpoint 2. Collect data about the visitor 3. Profile visitor (guess who they are) using the data you collected 4. Personalize touchpoint the next time they engage
  7. 7. HOW DOES PERSONALIZATION WORK? PERSONALIZING THE USER EXPERIENCE // AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA 2. Collect personalization data at touchpoints Simple Complex Collect data for... A single session Multiple sessions • Track user across sessions • Track user across channels • Merge duplicate user records Store data on... Client-side Server-side • PCI data • Medical data • Country regulations EVENT HORIZON beyond which you cannot see customer behavior. Expand horizon with URL trackers and cross-channel tools. Key question: How can you collect data at touchpoints you control?
  8. 8. HOW DOES PERSONALIZATION WORK? PERSONALIZING THE USER EXPERIENCE // AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA 3. Use data to profile visitors Match visitors to a target persona based on what you know about them. Key question: How do you segment your users? Attributes What attributes do they have? Tasks Search, comparison, rating, download Roles Doctor, Nurse, Admin Contexts Home, mobile, field, daytime Motivations Drivers, outcomes, barriers, pain points Interests Industry, product category, style, features, brand a Behavior Where are they in their journey? Funnel stage Prospect, customer, advocate Journey stage Discover, evaluate, select Lead score Engagement value Sitecore’s Engagement Value Score b
  9. 9. HOW DOES PERSONALIZATION WORK? PERSONALIZING THE USER EXPERIENCE // AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA 4. Four ways to personalize touchpoints for next interaction a. What appears ? 1 2 3 b. How it appears ? c. Where it appears 1 2 d. When it appears 1 2 3 Key question: If you change when the content or functional- ity appears, does it improve conversion for this profile? Key question: If you change what content or function- ality appears, does it improve conversion for this profile? Key question: If you change how content or function- ality appears, does it improve conversion for this profile? Key question: If you change the prominence of content or functionality, does it improve conversion for this profile?
  10. 10. PUTTING PERSONALIZATION INTO PRACTICE PERSONALIZING THE USER EXPERIENCE // AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA the easy way to get started with personalization A. What appearsa ONE significant conversion What behavior can you change to improve a key conversion on your site? b ONE easy target profile What profile can you clearly distinguish from other profiles? What profile has significant enough numbers? c ONE easy touchpoint What touchpoint is easy to measure? What touchpoint has a significant amount of interactions (traffic)? d ONE easy change What change is easy to implement? What content or functionality is easy to produce? complete purchase, create account prospective customer, current customer homepage, email newsletter carousel/hero, related content Checklist Examples If you or your organization are new to personalization, start with something that is easy to optimize and easy to measure.
  11. 11. PUTTING PERSONALIZATION INTO PRACTICE PERSONALIZING THE USER EXPERIENCE // AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA Personalization is a learning process Strategy who, what, where, when, and why Production content and assets Implement collect data, profile visitor, personalize Measure report analytics versus baseline Analysis find insights Optimization is about learning what works better. Personalization requires strategy, content, and that you close the learning loop.
  12. 12. Austin Govella is an Experience Director with Avanade Digital where he helps enterprises reinvent how they connect with employees and customers. Prior to Avanade, Austin worked for Comcast Interactive Media where he worked on early versions of Comcast Xfinity. In 2009, he co-authored the second edition of Information Architecture: Blueprints for the web with Christina Wodtke for New Riders/Peachpit, and he’s spent the last few years studying how agile teams, lean companies, and user experience designers can work better together. Austin Govella has designed successful user experiences for the web and mobile since 1998. He is currently writing a book on collaborative design for O’Reilly Media. About Austin Govella PERSONALIZING THE USER EXPERIENCE // AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA Connect with me online • On LinkedIn • Twitter @austingovella • On Facebook Photo credits Pacifier, “Pacifier for newborn” by Crisco 1942 https://commons.wikimedia.org/wiki/File:Pacifier_for_ newborn,_2015-07-12.jpg Easy button, “That was easy” by catharticflux https://www.flickr.com/photos/cathartic- flux/2484317019 “Origami frog prince” by Orestigami http://orestigami.deviantart.com/art/The-Origami- Frog-Prince-227184847

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