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How to Create User-Focused, Results Driven Digital Experiences - Andy Headington

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How to Create User-Focused, Results Driven Digital Experiences - Andy Headington

  1. 1. DMSSO – OCT 2017 HOW TO CREATE USER-FOCUSED, RESULTS DRIVEN DIGITAL EXPERIENCES
  2. 2. WHO AM I? Started Adido in 2003 Digital marketing speaker and cynic The future is fascinating I like to swim @andy_head / @adido ANDY HEADINGTON
  3. 3. FROM SCARCITY TO OBESITY
  4. 4. WE’RE ADDICTED TO CHECKING OUR PHONES 58% OF SMARTPHONE USERS DON’T GO 1 HOUR WITHOUT CHECKING THEIR PHONES Sources: Lookout 150
  5. 5. ATTENTION IS HIGHLY MULTITASKED THE AVERAGE AMERICAN HAS OVER 31HRS OF ACTIVITY IN A DAY
  6. 6. “WE ARE MOVING FROM A WORLD WHERE COMPUTING POWER WAS SCARCE TO A PLACE WHERE IT NOW IS ALMOST LIMITLESS AND WHERE THE TRUE SCARCE COMMODITY IS INCREASINGLY HUMAN ATTENTION” SATYA NADELLA, CEO MICROSOFT
  7. 7. www.adi.do
  8. 8. https://www.nytimes.com/2016/09/24/business/media/facebook-apologizes-for-overstating-video-metrics.html
  9. 9. WHY UX?
  10. 10. BACK TO BASICS Channel Spend Avg. CPC Clicks Quote Conv. Rate Quotes Cost per Quote Quote to Sale New Custom ers Cost per Customer Avg. Spend per month AOV Total Revenue ROI PPC £80,000 £7.50 10,667 25% 2,667 £30.00 50% 1,333 £60.00 £13,333 £160 £133,333 67% Remarketing £1,000 £0.50 2,000 15% 300 £3.33 25% 75 £13.33 £166 £160 £11,000 1000% Display £3,500 £1.00 3,500 5% 175 £20.00 25% 44 £80.00 £1,166 £160 £3,500 0% Facebook Ads £4,000 £2.00 2,000 10% 200 £20.00 25% 50 £80.00 £666 £160 £4,000 0% YouTube £88,500 1,502 £58.92 £151,833 72%
  11. 11. UNDERSTANDING YOUR USERS
  12. 12. USE DATA
  13. 13. USE DATA https://today.yougov.com/profileslite#/Donald_Trump/demographics
  14. 14. • Who are they? User Personas • What do they want to do? User goals • How are they going to do it? User tasks • Where are they doing it? User scenarios FIND OUT!
  15. 15. USER PERSONAS
  16. 16. “OBSERVING AND INTERVIEWING JUST FIVE USERS USUALLY UNCOVERS ABOUT 85% OF ALL PROBLEMS.” Source: Nielson Norman Group TALK TO AND LISTEN TO YOUR USER TYPES
  17. 17. • Single vision… Provides an agreed point of reference for stakeholders. • Defend solution against internal pressures to deviate. • Represent the voice of the customer in the development and testing of project deliverables • Facilitates ease of content creation - tone, segmentation, personalisation and customisation. APPLYING YOUR USER INSIGHT
  18. 18. APPLYING YOUR USER INSIGHT
  19. 19. WHO’S BEHIND THE SCREEN?
  20. 20. .
  21. 21. THE ELEPHANT IN THE ROOM WHO’S IN CHARGE?
  22. 22. WE LIKE COPYING OTHERS SEE ALSO SCARCITY BIAS
  23. 23. WE DON’T WANT TO LET THE TEAM DOWN SOCIAL NORMING - LOW COST = BIG IMPACT
  24. 24. WE DON’T LIKE UNCERTAINTY SIMPLE TECHNIQUES HELP
  25. 25. WHAT ABOUT THE FUTURE?
  26. 26. • Continue learning about your customer’s expectations - do this by keep talking to them • Keep tabs on changes in the market in general • Set measurable KPI’s and review on a regulate basis • When setting budgets think differently TIPS FOR REMAINING USER-FOCUSED
  27. 27. https://www.uxpin.com/studio/blog/the-practical-guide-to-empathy-maps-creating-a-10-minute-persona/
  28. 28. EXPLORE. CAPTIVATE.CREATE. © Adido 2017 01202 586 300 HELLO@ADI.DO WWW.ADI.DO WILSON HOUSE | LORNE PARK ROAD | BOURNEMOUTH | BH1 1JN

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