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User Insight meets Branded Content - A Unilever / Cleanipedia case study

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Learn how to:

• Involve all stakeholders from the beginning so that both user needs and business requirements are met

• Create a multidisciplinary agile team that creates prototypes quickly

• Test content in realistic scenarios to learn more about how people use your product

Published in: Marketing
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User Insight meets Branded Content - A Unilever / Cleanipedia case study

  1. 1. @justuxdesign | justuxdesign.com 1 User Insight meets Branded Content A Cleanipedia case study
  2. 2. @justuxdesign | justuxdesign.com 2
  3. 3. @justuxdesign | justuxdesign.com 3
  4. 4. @justuxdesign | justuxdesign.com 4 2,000,000 Visitors every month. A page viewed Every Second.
  5. 5. @justuxdesign | justuxdesign.com 5
  6. 6. @justuxdesign | justuxdesign.com 6 The Opportunity… A better Experience More effective Advertising+
  7. 7. @justuxdesign | justuxdesign.com 7 Bringing in the right experts… Content Strategist UX Designer (me!) Marketing Manager Industry Experts Data Analyst Technical DirectorVisual & Brand Designer
  8. 8. @justuxdesign | justuxdesign.com 8 The brief… Mobile first redesign New content formats Ecommerce integration CRM & data capture New social strategy New Alexa skill
  9. 9. @justuxdesign | justuxdesign.com 9 We start with user insight…
  10. 10. @justuxdesign | justuxdesign.com 10 to understand who the user is…
  11. 11. @justuxdesign | justuxdesign.com 11 to understand what the user does…
  12. 12. @justuxdesign | justuxdesign.com 12 “You keep saying the same thing over and over again.”
  13. 13. @justuxdesign | justuxdesign.com 13 “I want to know HOW… Just get to the point! ”
  14. 14. @justuxdesign | justuxdesign.com 14 “I don’t buy what you’re selling here…”
  15. 15. @justuxdesign | justuxdesign.com 15 Going back to the drawing board (literally)
  16. 16. @justuxdesign | justuxdesign.com 16 [REPLACE PERSONA] Better user profiles
  17. 17. @justuxdesign | justuxdesign.com 17 Before After A musty smell can make your home feel less welcoming and even unpleasant. Check out our guide to best dealing with a musty smell in your house. A musty smell can have several different causes, but it can make your home feel less welcoming and even a bit unpleasant. This article will describe ways to deal with a musty smell in the bedroom or in other parts of your home. How to Get of Rid of Musty Smell Problems at Home If you’re noticing a musty smell in your house, here are some steps you can take to get rid of the smell. Sniff around your house to determine how many rooms are affected – Is the smell only in one bedroom, or is it in a series of rooms and hallways near each other? If it’s in several rooms, the cause may be something structural like a leak or an on-set of black damp in the walls, in which case seek professional advice. If it’s only in one room, the source of the smell will be much more localised and easier to treat. Locate the source of the musty smell – If it’s a more localised smell, you should be able to find the source of it with enough sniffing around. Sometimes it’s as simple as a damp cloth which has fallen behind the bed and developed mould or it could be something under the floorboards. Remove the source of the smell if you can, and if it’s something more complex like black damp or a leak, ask a specialist for help. Open up all windows and doors to let the fresh air in – Provided it’s not too cold out and it’s safe to do, this is the first and easiest step you can take to air out your house. Sometimes a musty smell can just be caused by dust and lack of ventilation. So let the fresh air pour in, and open up all curtains and blinds, too, to let in the daylight! Don’t forget to open up shut-in spaces like cupboards, cabinets, and closets. Need to remove a red wine stain from clothes, bedding, or other fabric? This article will provide helpful stain removal advice. Read on for more! There are three methods… 1. The Salt Methods 2. The White Wine Method 3. The Baking Soda Method What you’ll need • Some paper towels. • An everyday detergent, like Persil Small & Mighty. • Salt, White Wine, or Baking Soda. The quick Steps 1. Dab or blot the excess liquid. 2. Apply salt, white wine, or baking soda. This soaks up excess liquid and stops it seeping further into the garment. 3. Leave for a few minutes to work it’s magic. 4. Rinse with water to remove the extras you’ve applied and remove the wine stain 5. Wash as usual with a detergent like Persil small & mighty
  18. 18. @justuxdesign | justuxdesign.com 18 Providing better advertising More relevant… More appealing… More useful…
  19. 19. @justuxdesign | justuxdesign.com 19 Better experiences on the web Primary content Secondary content Product Promotion User Engagement
  20. 20. @justuxdesign | justuxdesign.com 20 …and other platforms, too. Alexa, Ask Cleanipedia…
  21. 21. @justuxdesign | justuxdesign.com 21 Recreate a stressful scenario… …and test content in a more realistic way. Putting it to the test
  22. 22. @justuxdesign | justuxdesign.com Before After
  23. 23. @justuxdesign | justuxdesign.com 23 1 Don’t wait to start involving your team. 3 Align your team to user insight.2 Test your ideas in realistic scenarios. Top tips
  24. 24. @justuxdesign | justuxdesign.com 24 Visit the site: cleanipedia.com Get the Alexa Skill: alexa.cleanipedia.com Find out more
  25. 25. @justuxdesign | justuxdesign.com 25 Thank you! justuxdesign.com @justuxdesign

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