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UX Everywhere: how to think like a user experience planner

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I ran a full-day workshop for the Account Planning Group of Canada, teaching traditional/mass planners about some of the differences between traditional and UX planning, and workshopping four different ux-centric discovery processes that I've adapted for the needs of the traditional planner who is engaged in multi-channel planning.

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UX Everywhere: how to think like a user experience planner

  1. 1. Feb 24, 2016
  2. 2. First things first UX = User Experience. Any time a person interacts with a brand… That’s the user’s experience.
  3. 3. Today ≠ digital UX design.
  4. 4. Today = four UX-centric discovery processes 4
  5. 5. Today = also, how UX planning is different and additive to traditional planning. 5
  6. 6. UX What it is.
  7. 7. What is ux thinking? User eXperience thinking is a pervasive perspective that centers all decisions about the brand from the user/audience point of view first. 7 What is UX?
  8. 8. User experience strategy What is UX?
  9. 9. What is UX?
  10. 10. What is UX? User Experience Thinking IA
  11. 11. What is UX?
  12. 12. UX is about understanding the way something makes people feel, as it’s feelings that provoke users to take action. What is UX?
  13. 13. Why does UX matter? (all of a sudden?)
  14. 14. Why does it matter? the AUDIENC E acts different the CLIENTS demand it our CAREERS are changing Why UX matters
  15. 15. Messages that don’t matter don’t go ignored, they go unseen. 15 Why UX matters the AUDIENC E acts different
  16. 16. But Why UX matters the CLIENTS demand it Results are measured by engagement instead of number of impressions .
  17. 17. “An industry that used to compete with Hollywood is starting to wonder if it has become a colonial outpost of Silicon Valley. The prime spots on the Cannes beachfront belong to Facebook and Google” Why UX matters our CAREERS are changing
  18. 18. What’s the job? UX Practice
  19. 19. systematic analysis + storytelling UX Practice
  20. 20. UX planning vs. traditional planning 20 Brand goals Consumer goals Mass UX UX Practice
  21. 21. 21 Consumer beliefs Consumer behaviours Mass UX UX planning vs. traditional planning UX Practice
  22. 22. 22 Calls to Action Consumer tasks Mass UX UX planning vs. traditional planning UX Practice
  23. 23. 23 Brand values Brand experience Mass UX UX planning vs. traditional planning UX Practice
  24. 24. UX Thinking in practice Workshop!
  25. 25. UX’s value adds More ‘productive’ campaigns. Tactics that connect to each other Channels that reinforce each other A richer, more seamless brand experience Via insight driven planning! Workshop
  26. 26. From consumer to campaign We’re going to work through four UX planning processes Empathy Maps Mental models Workshop Ecosystem s Tactic Identification
  27. 27. Consumer Insight Empathy Maps
  28. 28. Step one: focus on the consumers. 28 UX: Behaviour -based User Goals User Needs Series of tasks Mass: Often Demographic based User Problems Brand Goals Funnel Flow Workshop: Empathy
  29. 29. Empathy maps Build on segments or personas, and prevents… • Stereotyping • Rose coloured glasses • brand centric interpretations of the audience Workshop: Empathy
  30. 30. “People don’t buy from bad-mannered salesmen, and research has shown that they don’t buy from bad- mannered advertisements.” – David Ogilvy Mandatory Ogilvy Quote
  31. 31. “You are not your user” Real world approaches to understanding consumers 31 Workshop: Empathy
  32. 32. Activity: Empathy Map • Go to the mall: observe & research. • Craft a bare-bones consumer profile • Create an empathy map Workshop: Empathy
  33. 33. Pre-Empathy Map: Who? What? Retailer: Business objective: Business problem: Workshop: Empathy Name of Persona: What’s their situation?
  34. 34. Workshop: Empathy
  35. 35. Workshop: Empathy
  36. 36. The ‘Journey’ Mental Models Workshop: Mental Models
  37. 37. Step Two: Understand their process Mental models shift the focus from what the actions the brand wants the target to take, to what that the target is trying to do. Not about the consumer’s journey down the brand’s funnel, but about the consumers’ mental model of the process. 37 Workshop: Mental Models The Consumers Own goals & needs Always media/channel agnostic Often non-linear (not a funnel)
  38. 38. Mental Models Mind maps are an overviewing of the TASKS a campaign/tool/site supports. They help you get back to the purpose of whatever it is you’re designing (a website or campaign) by focusing decisions around the user/targets own needs and approaches. Workshop: Mental Models
  39. 39. Benefits of Mental Models • Helps prioritize brand touchpoints, and therefore media etc choices • Identifies opportunities and threats to the brand that you might not otherwise have visibility to • They encourage planning for Plan B, or turning B into A • Ensures no stone goes unturned, communication wise Workshop: Mental Models
  40. 40. Activity: Mental Models • Build on what you already know from the empathy map & any additional research you choose to do • Create a mental model: use the boards and Post-its • start with your target recognizing their need for your retailers product, and carry through to purchase (or equivalent). Workshop: Mental Models
  41. 41. Key Tasks: Task Objective : Task needs: Task questions : Target’s Goal: Overall, what do they want to accomplish? The individual tasks they will choose to complete, to move toward their goal. The objective of each task. They’ll want to achieve these objectives to move on. What do they need to achieve their objective? Emotionally, intellectually, and functionally? What will they ask (others, themselves, the brand, the media) to get what they need? Workshop: Mental Models
  42. 42. General Task: Pick kids up from school Get kids settled Dinner Homework Bedtime Task Objective: Don’t be late Give me time to make dinner, without guilt Make one dinner everyone will eat Homework gets done with minimal fighting Kids in bed in time for me to watch TV Task needs: • Finish all work on time • No late meetings • Car already has gas • No traffic jams • Errands already completed • Kids entertainment • Kids snacks Questions • Can I push this task to tomorrow? • Can my partner pick up groceries? • What is the traffic situation? • What can I occupy my kids with that’s not screen time? • How can I get my kids into this? • What can I feed them that won’t be unhealthy or fill them up? Target’s Goal: Have a smooth, non-stressful evening with the kids Workshop: Mental Models
  43. 43. The Campaign Brand tactics Workshop: Brand Tactics
  44. 44. Part three: Identifying & Aligning tactics The real reason for mental models: they increase our ability to engage in purposeful creativity Workshop: Brand Tactics
  45. 45. Like asking if you “want to try it on” before you even get a chance to pick up a sweater, the wrong content or the right content in the wrong place can doom a campaign.
  46. 46. Aligning tactics By aligning creative and channel ideas with the mental model, you can automatically see: • Does it push the target through their own process to the end goal the brand wants? • Does it remove doubt – intellectual or socially? • Does it solve a need for reassurance or confidence building? • Does provide evidence of brand differentiators, or proof points? • Or is it just an entertaining story?? Workshop: Brand Tactics
  47. 47. Workshop: Brand Tactics
  48. 48. Key Tasks: Pick kids up from school Get kids settled Dinner Homework Bedtime Task Objective: Don’t be late Give me time to make dinner, without guilt Make one dinner everyone eats Homework gets done with minimal fighting Kids in bed in time for me to watch TV Task needs: • Finish all work on time • No late meetings • Car already has gas • No traffic jams • Errands already completed • Kids entertainment • Kids snacks Questions • Can I push this task to tomorrow? • Can my partner pick up groceries? • What is the traffic situation? • What can I occupy my kids with that’s not screen time? • How can I get my kids into this? • What can I feed them that won’t be unhealthy or fill them up? Resources • Scheduling tool • Grocery/errand shopping app • Waze or radio traffic reports • Word of mouth • Mommy blogs • Print magazines • Facebook Brand Tactics • Ad placements on grocery apps • Drive-time radio advertising • Sponsored content in Chatelaine • Facebook promoted posts • Pinterest? Workshop: Brand Tactics
  49. 49. Activity: Campaign Tactics • Building on to your mental model, create two more rows for your targets ‘resources’, and for your brand tactics Workshop: Brand Tactics
  50. 50. Campaign Planning Ecosystems
  51. 51. Part four: Campaign ecosystems Ecosystems are a way to ensure your channel plan is robust and effective. 51 Does it move the target forward? Is it relevant or a tickbox? Is anything falling in an empty forest? Workshop: Ecosystems
  52. 52. Outdoor Billboard Newspaper Magazine Digital Video Digital Banners Social PR Owned Assets Events THIS IS NOT AN ECOSYSTEM Workshop: Ecosystems
  53. 53. THIS IS AN ECOSYSTEM
  54. 54. Helps to understand the reality of the value exchange between the audience and the brand, so that we get them to do what we want. Workshop: Ecosystems
  55. 55. What is the reality of the value exchange between the audience and the brand? Workshop: Ecosystems
  56. 56. Activity: campaign ecosystem • Pull off your ‘tactics’ post-its from your mental model! • On a flipchart, determine the directional flow of consumer attention from tactic to tactic 56 Workshop: Ecosystems
  57. 57. Great! Now what? Discussion: ideas for how to integrate these approaches into your existing environment Wrap up!
  58. 58. This is a pivot not a problem. Wrap up!
  59. 59. We will all do it. Ultimately we (media planner, creative planners, and UX planners) all need to converge our skill sets, because that’s the ecosystem/universe that we’re already in. Wrap up!
  60. 60. This intersection affects digital agencies just as much. Wrap up!
  61. 61. Ultimately: UX thinking + planning are better for our clients & our work. Ian Spalter of YouTube believes that planners and UX designers can see eye to eye when they move "from an inspirational insight to an actionable insight—things that set a brand up for impact rather than just creating something new and shiny.” Wrap up!

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