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Transforming Customer and Client Outcomes Through Engaging User Experiences


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User experience is a huge buzzword in the design world right now, but what does it really mean? The truth is it means lots of things, and can best be thought of as a philosophy for creating engaging experiences for digital points-of-contact. In my talk, I’ll introduce you to tools, best practices, and approaches to design that leverage user goals and needs to build better products of all stripes.

Guiseppe Getto, Ph.D. is a college professor based in North Carolina and is President and Co-Founder of Content Garden, Inc., a digital marketing and UX consulting firm.

He consults with a broad range of organizations who want to develop better customer experiences, better writing, better content, better SEO, better designs, and better reach for their target audience. He has taught at the college level for over ten years. During that time, he has also consulted and formed service-learning partnerships with many non-profits and businesses, from technical writing firms to homeless shelters to startups.

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Transforming Customer and Client Outcomes Through Engaging User Experiences

  1. 1. AUGUST 4, 2016 #DOYOLive Transforming Customer and Client Outcomes Through Engaging User Experiences Dr. Guiseppe Getto
  2. 2. A digital marketing, UX, and technical communication agency President and Co-Founder Assistant Professor at East Carolina University
  3. 3. What We’ll Cover Why UX is important for just about everybody How to manage all your UX efforts from one strategy document How to build engaging customer experiences through design, test, refine Some great tools for managing your UX strategy
  4. 4. Why Is UX Important? UX - all the processes a digital product or service must undergo to ensure high customer satisfaction 80% of people now shop online before making a purchase 70% of people won’t buy from or use a poorly designed website
  5. 5. Why Is UX Important?, cont’d 66% of people make decisions about a brand based on a company’s website 50% of people now shop on mobile devices at least some of the time You have about 10-20 seconds to hook a new website visitor before they abandon your site
  6. 6. Why Is UX Important?, cont’d Usability of a company’s website is a key factor in customer retention Post-purchase content and support is a key factor in future purchasing decisions
  7. 7. Why Is UX Important?, cont’d Traditional Marketing Funnel - Source:
  8. 8. Why Is UX Important?, cont’d Brand Consideration Loop - Source:
  9. 9. What Is a UX Strategy? UX - all the processes a digital product or service must undergo to ensure high customer satisfaction + Strategy - a means of achieving a goal = the ongoing processes for achieving high customer satisfaction for digital products or services
  10. 10. UX Strategy Blueprint Challenges Aspirations Focus Areas Guiding Principles Activities Measurements Source:
  11. 11. Challenges What problems are you trying to solve? What obstacles must you overcome? Example: Our customer acquisition is down. We need to get marketing and design on the same page when it comes to converting website visitors to customers.
  12. 12. Aspirations What are the ideal desired outcomes? What do you want to achieve? Example: We want to increase our rate of customer acquisition by 25% next quarter. We want to achieve a higher ratio of website traffic / new customers.
  13. 13. Focus Areas What is the scope of the strategy? What will you focus on for the most impact? Example: We will start with a strategy for A/B testing our current website design with proposed variations. This will allow us to optimize our site for better conversion.
  14. 14. Guiding Principles How will you overcome the challenges? What specific mantras will guide teams? Examples: Design, test, refine. Listen to customers, but watch what they do. Build customer-centric prototypes.
  15. 15. Activities What types of activities solve the problems? What capabilities achieve your aspirations? Examples: User Interviews Usability Testing Rapid Prototyping Persona Development Content Strategy
  16. 16. Measurements What types of measurements will you employ? What metrics will be used to gauge success? Examples: Favorability of Customer Stories Task Completion Rates Conversion Rates of Prototypes Needs and Pain Points of Different Personas Content Goals, Audiences, Channels
  17. 17. Design, Test, Refine Design • Build a simple prototype the cheapest way you can, preferably without code Test • Test your prototype with actual people, at least 5 of them from your target market Refine • Improve your prototype based on the feedback
  18. 18. Design, Test, Refine, cont’d Repeat as necessary • Go through this process for each digital product or service until your tests reveal a high satisfaction level in your users • Get everyone in your organization involved who has anything to do with the product or service • Schedule regular design, test, refine sessions post-launch to ensure customer satisfaction stays high
  19. 19. Tools of the Trade Usability: Rapid Prototyping: Content Strategy: Content Management Systems: WordPress, Magento, Joomla!
  20. 20. Go Forth With Thy Strategy! Need help? Visit: Content Garden, Inc. • Search Engine Optimization • Writing • Digital Marketing • Social Media • UX Design • Customized WordPress Websites