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Brand, Business, and Behavior - Overview

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Recently, I gave a talk about digital experiences and human interaction with brands. User experience using a marketing lens requires to go beyond the UI--building meaningful experiences in the journey in order to move your customer farther down the funnel.

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Brand, Business, and Behavior - Overview

  1. 1. ExperienceDesign Brand,Business, andBehavior DC GRIFFITH
 @Griffopolis
  2. 2. Brand, Business, and Behavior Digital Experiences griffopolis.com What is a digital experience, anyhow? This is not your father’s brand We are going to cut to the chase: In digital marketing experiences, branding begins before the customer even arrives (and sometimes you won’t know from where) 01 SEO Ads
  3. 3. Digital Experiences www.griffopolis.comBrand, Business, and Behavior Designing for Digital Experiences The Process 02
  4. 4. Digital Experiences www.griffopolis.comBrand, Business, and Behavior KPIs Designing Digital Brands for ROI Revenue-based Design 03 Sources: “Welcome to the Experience Economy”, Harvard Business Review, July-August 1998, Pine II and Gilmore; Fig., www.poetpainter.com/thoughts/arMcle/a-user-experience-hierarchy-of-needs One of the biggest differentiators in designing digital experience for marketing is how success is measured (with Key Performance Indicators, “KPIs”): ROI—Return on investment Conversion—Mid-funnel acquisition, the “buying in” to your brand promise NPS—Net Promoter Score (brand affinity & advocacy) Engagement—How engaged are your users within the experience? The deeper in the click path, the more likely their engaged. Retention—Repeat visits, buying more, less attrition/dropout/off Retention ROI Engagement NPS Conversion
  5. 5. Digital Experiences www.griffopolis.comBrand, Business, and Behavior Designing for the funnel 04 Overview Ownership Advocate Brand Funnel Buying behavior Digital Strategy Measurement Objective Data sources KPI Awareness Familiarity Likeability Consideration Purchase Opinion Forming Research & Short-List Action Buying/Trial Purchase Get Attention Connect Inspire & Inform Persuade Convert Retain Maximize Quality Optimize Functionality Optimize Content & Message/SEO Maximize Sales Optimize Check-out Process Maximize Repeat Purchase Competitive Data Usability Testing Qual Research Drop out Analysis Drop out Analysis Satisfaction surveys SEM Media Primary Purpose survey Drop out Analysis Analytics/Clickstream Data Unique Visitors Site Engagement Index Content
 Engagement Index Form Fills
 FreeTrials Conversion Rate Retention Rate
  6. 6. Brand, Business, and Behavior Digital Experiences griffopolis.com Design to Keep Winning Roger Sterling said it best “The day you sign a client is the day you start losing them.” 05 The day you connect with a customer is the day you start losing them.
  7. 7. Digital Experiences www.griffopolis.comBrand, Business, and Behavior Social Commerce SUBTITLE GOES HERE 17
  8. 8. Brand, Business, and Behavior Digital Experiences griffopolis.com Are You a Product or an Experience? Products are doing and instant. Experiences are indelible engagements. 07 Source: Steven Charles Boone
  9. 9. Brand, Business, and Behavior Digital Experiences griffopolis.com Selling Product New Coke 08
  10. 10. Brand, Business, and Behavior Digital Experiences griffopolis.com Selling Experiences Corona 9
  11. 11. Digital Experiences www.griffopolis.comBrand, Business, and Behavior Emotions and Memory Pleasure in successful attainment of (sub)goals While successfully able to achieve a goal results in the likelihood of repeated engagement, a negative experience can have social repercussions resulting in brand aversion. Source: The role of emotions in marketing Richard P Bagozzi; Mahesh Gopinath; Prashanth U Nyer Academy of Marketing Science. Journal; Spring 1999; 27, 2; ABI/INFORM Global pg. 184 10
  12. 12. Digital Experiences www.griffopolis.comBrand, Business, and Behavior Empathy Being meaningful is an essential ingredient to success 11 Sources: “Welcome to the Experience Economy”, Harvard Business Review, July-August 1998, Pine II and Gilmore; Fig., www.poetpainter.com/thoughts/arMcle/a-user-experience-hierarchy-of-needs Empathetic design leverages anthropological day-in-the-life field observations of users in order to bring them the most meaningful experiences. “An experience occurs when a company intentionally uses services as the stage, and goods as props, to engage individual customers in a way that creates a memorable event.” (e.g. Walt Disney’s “Guests” of Disneyland).
  13. 13. Digital Experiences www.griffopolis.comBrand, Business, and Behavior 13 Designing Brands for Sustainability 12
  14. 14. Digital Experiences www.griffopolis.comBrand, Business, and Behavior Customers Guiding Brands for Sustainability 13
  15. 15. Digital Experiences www.griffopolis.comBrand, Business, and Behavior Going for Global Where the UX team is based One loca4on Many loca4ons Where the products are used One culture Many cultures Teams may be located anywhere, products are used in many places, Contribu4ons to the product are collabora4ve, with no single center. Individuals bring dis4nct perspec4ves to the collabora4on. The flat world: mul4point collabora4on A team from one place creates products used in many different places. The product is controlled centrally, with insights from target audiences. Individuals may travel for research, or use local partners as surrogates. Global reach: travel + local partners A team in a single loca4on or country, crea4ng a product used in the same place. Product management and individual team members are all part of the target culture. The local world: single point culture Teams from many places work on products primarily for other loca4ons or cultures. Project is managed from a central points. All work is based on the culture of the target market. Outsourcing: borrowed resources You cannot learn about a culture without experiencing it. Take pictures, talk to strangers, avoid Starbucks (unless you want to see how they approach localization, then that’s okay) SOURCE: Daniel Szuc on Global Research 14
  16. 16. Digital Experiences www.griffopolis.comBrand, Business, and Behavior Emirates Air A Case Study Evolving the Emirates.com experience to meet user expectations and increase likelihood of conversion. THE CHALLENGE 15 The previous Emirates.com was outdated and disjointed WITH TWO SEPARATE SITE—ONE FOR FREQUENT FLYERS AND ONE FOR THE ORDINARY CUSTOMER. And…
 •Lack of personalization •Cumbersome online booking experience (results in less sells) •High bounce rates •Shallow site experience (1-click and out) •Outdated and incomplete mobile site •Minimal opportunity for up-sell
  17. 17. Digital Experiences www.griffopolis.comBrand, Business, and Behavior Emirates Air Before 16
  18. 18. Digital Experiences www.griffopolis.comBrand, Business, and Behavior Selling Narratives Fueling customer experience with economics and brand offerings Find Narrative 17 •Look into the tracking data (analytics) - Quantitative •Look for pain points with stakeholders •Compare and contrast with actual pain points of the customer •Become the customer—flying each class, going to different places, converse and observe - Qualitative Build Narrative •Map the journey (unified at a primary use case) •Identify secondary journeys through personas (surveys are helpful, so is LinkedIn, and so is EMPATHY) •Tie the personas and journeys back to the business needs •Assign conservative metrics to the bottom line Iterate and Evolve Narrative •Place meaningful interactions that elicit self-qualifying/or self-guided choices to feed feedback loops for future iterations.
  19. 19. Digital Experiences www.griffopolis.comBrand, Business, and Behavior Personas Why would your customer care? And just who are they, anyway? 18
  20. 20. Digital Experiences www.griffopolis.comBrand, Business, and Behavior Social Commerce SUBTITLE GOES HERE 13
  21. 21. Digital Experiences www.griffopolis.comBrand, Business, and Behavior Selling Narratives Fueling customer experience with economics 20 
 Prototype Field Test Proof Points Live & monitor Identify Opportunity Surveys • Find the broken narrative (users avoid purchasing add-ons) • Acknowledge the “No’s” from those that fear change, but keep moving • Find out why—do customer want add-ons? Do they notice when they can add-on? • High-fidelity experiences, as close to design via tools like Sketch and INvision, will net quality results in testing without burning taxing a lot of resources • Eye-tracking, UserZoom, Guerrilla testing with customers that fit your persona • Sell in the results, with affirmative proof points that what you want to do will work. • Thread in KPIs into the narrative • Convince to “Yes” • Push live and be sure to monitor user inputs (e.g. when and where they are clicking, why or why not are they converting) • YOU CAN’T TEST AGAINST ZERO
  22. 22. Digital Experiences www.griffopolis.comBrand, Business, and Behavior FEEDBACK LOOPS SOURCE: http://synapticnulship.com/blog/2011/11/09/gamification-and-self-determination- theory/ 21
  23. 23. Digital Experiences www.griffopolis.comBrand, Business, and Behavior Evolving a Brand to an Ecosystem Experience beyond Homepage 22 The Ecosystem Homepage! Skywards! Discover Dubai!Mobile Site! The Emirates Experience! Online Booking Engine!
  24. 24. Digital Experiences www.griffopolis.comBrand, Business, and Behavior The Emirates Experience Economy Cross-Sell, Up-sell, and Retention = Winning! 23 $200MM* increased web sales *estimated from 20% monthly increase in online sales
  25. 25. Can you remember the last time you had an amazing conversation? SOURCE: http://www.good.is/posts/how-can-we-design-ourselves-away-from-blah-conversations/ What is Your Brand Promise in a Digital-FIRST World?
  26. 26. ExperienceDesign Brand,Business, andBehavior DC GRIFFITH
 @Griffopolis

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