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Experience Matters: Understanding the New ROI of UX/CX


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In today’s digital landscape, Global User Experience factors heavily into the ROI equation: every dollar spent on UX design yields up to $100 in return. Join experts from Mediacurrent and Lingotek to learn about UX and CX strategies to boost your global revenue and conversions.
You'll Learn:
-What companies like Amazon, Google and Airbnb can teach us about building a better user experience
-Tips to build the investment case for maximizing your UX How to uncover the value of translation — and why localization should be the core of your global
-Customer Experience (CX) strategy
-How integrating UX and CX can improve your brand’s value
-A practical approach to improve the UX and CX that your organization is delivering to customers, employees and other stakeholders
-Presenting in your customer's primary language is the first step in providing a global CX
-Why managing global customer expectations are critical to Customer Experience (CX) and to the perception of your company brand

Published in: Technology
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Experience Matters: Understanding the New ROI of UX/CX

  1. 1. What You Need To Know About UX and CX Strategies Experience Matters: Understanding the New ROI of UX/CX
  2. 2. Style Guide Introductions Uncovering the ROI in your UX / CX Strategy Q&A4 3 2 1 2 The right approach to UX / CX Introductions
  3. 3. Introductions Josh Linard @jlinard /in/joshlinard Josh drives ROI and integrated, cross-functional benefits for Mediacurrent’s clients and partners, leveraging 20 years of experience in web-based technology assessment, application development and integration, and digital strategy. He loves working with the web and is passionate about taking great care of his client's objectives and investment in Drupal. VP of Sales, Mediacurrent 3
  4. 4. 4 Mediacurrent helps organizations design and build highly impactful, elegantly designed Drupal websites that achieve the strategic results they need. ● Single-source provider ● Specializing in Drupal since 2007 ● Headquartered in Atlanta, GA ● Team of 70+ Drupal Experts including development, design and strategy ● Clients include: Large Enterprise and high-profile global brands Introductions
  5. 5. Calvin Scharffs @calvinscharffs /in/calvinscharffs A dedicated executive with over 20 years of experience managing products, sales, marketing, operations, and personnel. His experience ranges from work with a Fortune 500 companies to small start-ups. VP of Marketing, Lingotek 5 Introductions
  6. 6. 6 Lingotek Company Overview Lingotek is the industry leader in translation technology and is a long-time supporter of the Drupal community. ● 600+ websites ● 68K+ downloads ● Corporate sponsor ● Premium Tech Supporter ● Top 30 contributor ● Long-term Acquia partner
  7. 7. 7 Introductions
  8. 8. The Right Approach to UX / CX2
  9. 9. 2017: This is What Happens in an Internet Minute Credit: @LoriLewis and @OfficiallyChadd 9
  10. 10. 156 million emails per minute = 8.19936e+13 per year (moves from math to physics) 10
  11. 11. 11 By 2020, customers will manage 85% of their relationships without talking to a human
  12. 12. 12 88% of online consumers are less likely to return after a bad experience - The Gomez Report 12
  13. 13. 13 The Right Approach to UX / CX ● UX is “Humanizing” technology ● UX is meeting expectations: ○ Ensure users can easily do what they want to do, when they want to do it, from what device they want to use ● UX as a process: ○ The cost of fixing an error after completion is 100x more than fixing it prior to completion ● UX as a KPI: ○ 1.4 Trillion lost in ecommerce (abandoned order due to a too long / complicated checkout process or because they needed to create an account) ○ 30% increase in ecommerce sales when website is optimized for mobile UX Defined:
  14. 14. 14 The Right Approach to UX / CX ● UX as a KPI: ○ Companies with a fully-accessible website have realized results including: ■ 2X visitor numbers ■ Increasing Natural Search traffic by 50% UX Defined:
  15. 15. 15 How do we create a website site that properly serves all of our customers and stakeholders? Content Marketing, Conversion Path Optimization and Content Personalization. Q A The Right Approach to UX / CX
  16. 16. 16 How do we leverage content publishing tools, social, mobile, analytics and cloud to drive relevance and exceed the expectations of our users? Networked translations, Business & data analysis, CRM and Marketing Automation Q A The Right Approach to UX / CX
  17. 17. 17 What tactics and strategies improve the ROI of UX / CX? Localization, avoiding re-work and focusing on data-driven solutions, Web Accessibility Q A The Right Approach to UX / CX
  18. 18. WHERE DO WE START?
  19. 19. 63% of marketers optimize sites based on intuition and best practices - CrazyEgg 19
  20. 20. 2 0
  21. 21. 21 UX / CX Data Points and Scorecard The Right Approach to UX / CX ● Increase in the average session duration ● Increase the number of pages visited per session ● Decreasing bounce rates ● Site score for Mobile UX on Google ● Increase in Mobile Pageviews ● Increasing the number of new users ● Streamlined editorial process / publishing workflow ● Improving cache efficiencies ● Improved SEO Ranking
  22. 22. User personas are examples of the real people who make decisions on your site. They lay the groundwork for UX, design and content. 22
  23. 23. 23 User Personas ● Know your customers and Stakeholders ○ Define Primary User Personas ○ Develop the personas: ■ Problems and questions you can solve ■ Desired experience ■ Information sources ■ Likely workflow and user journey ● Collaborate with the UX team on conversion path optimization and CTAs targeted to the persona. The Right Approach to UX / CX
  24. 24. Don’t think in terms of what problems you are solving, but whose problems you are solving 2 4
  25. 25. 25 The Right Approach to UX / CX OMTM: One Metric That Matters (what can you remove and still keep OMTM in place?)
  26. 26. 26 User Personas & Identifying that One Metric that Matters ● Airbnb was struggling in New York City, which was an important growth market for the company ● Airbnb spoke with Airbnb Users to find out what was most important to them ● Because in many cases you were reserving the space “sight unseen,” pictures of the space were very important ● Yet, most Airbnb hosts were using average, run of the mill photos from their smartphone that didn’t tell the whole story ● Airbnb extended their service to include professional photography ● From there, the numbers went through the roof! The Right Approach to UX / CX
  27. 27. 27 User Personas & Measurable ROI The Right Approach to UX / CX Photographers 10 million 8 million 6 million 4 million 2 million 2008 2009 2010 2011 2012
  28. 28. 28 Butler University ● Through Persona research, uncovered that the #1 Problem and question from both Students and Parents was “What is the job placement rate?” ● Made Job Placement Rate predominant on their Homepage ● Bounce Rate decreased by 31.72% in first 60 days ● Strongest spike in applications in more than a decade The Right Approach to UX / CX
  29. 29. 29 UX: Who’s doing it right? The Right Approach to UX / CX ● Build Trust in the brand and offering ● Deploy modern design principles ● Don’t think in terms of customers - think in terms of fans of your brand ● Rely on data ○ Process based on the user’s expressed needs and feedback ○ Use Personas as a guiding light
  30. 30. Target Audiences for UX 30 ● Employees: What initiatives have you started that are pushing streamlined operations forward? ● Potential Employees: Where does an improved job application process fall on your priority list? ● C-Suite: What tools are you using to communicate your ideas, to make your business case? How are you showing progress? ● Global Scale: Are you localizing content? Are you working to make your workplace and digital experience more Accessible? ● Customers: What initiatives have you taken to improve how customers interact with your company or organization (Customer Journey). Have you covered all the angles? The Right Approach to UX / CX
  31. 31. 3 Uncovering ROI in your UX / CX
  32. 32. 32 Percentage of the global market that is non-English speaking: 87%. Lingotek - Why Multilingual CX? Percentage that require CX in their native language: 72%.
  33. 33. 33 Real-time event information in the passenger’s native language. Credit: Princess Cruises
  34. 34. Each ship has its own version of Drupal. Content & code delivered via satellite. 34
  35. 35. Princess Cruises Translation @ Sea multilingual app 35
  36. 36. 36 Events Payments Messaging Multilingual Lingotek & Princess Cruises
  37. 37. 37 Princess Cruises/Onboard Surveys Lingotek: Uncovering CX/UX ROI ● Reduced survey response time. ● ROI met almost immediately. ● Increased engagement with BI. ● Accelerated delivery. ● Improved departmental performance. ● Better resource utilization. ● New opportunities uncovered.
  38. 38. 38 Interactive Intelligence/Genesys Lingotek & Genesys ● Drupal site in 8 languages ● Increased customer engagement ● Immediate ROI ● Streamlined departmental efficiency ● Faster translation ● Accelerated delivery ● Increased customer satisfaction
  39. 39. 39 Johns Hopkins/Knowledge for Health Lingotek & Johns Hopkins ● E-learning global health initiative ● Drupal e-learning site & website in 6 languages ● Streamlined translation of e-course content ● Accurate and accelerated educational content delivery ● Increased course engagement worldwide ● Valuable insight into language preferences
  40. 40. 40 iTalent /Lithium Lingotek & Lithium Translation of 6,000 discussion threads in 3 months. 3 community threads in 4 languages. 12 non-English, 42 English threaded replies in the first 3 months.
  41. 41. “When you can ask a question in one language and someone can provide an answer in a different language– all in the same thread –that’s the magic right there. That’s the real wow factor.” --Director of Global Customer Communities 41Credit: Deposit Photos
  42. 42. 42 Increased Customer Engagement Lingotek & Lithium CX ROI ● 66.6% ↑ increase in Japanese thread ● 50% ↑ increase in Spanish thread ● 28.5% ↑ increase in Chinese thread ● 25% ↑ increase in German thread
  43. 43. 43 How do we create a website site that serves all customers and stakeholders? Conversion Path Optimization and Content Personalization. Q A Uncovering ROI
  44. 44. 44 How do we leverage CMS, Marketing Automation and CRM to drive relevance and user satisfaction? Business & data analysis and systems integration Q A Uncovering ROI
  45. 45. 4 Q&A
  46. 46. @Mediacurrent Thank you! For more, check out our ebook: Multilingual Translation with Drupal and Lingotek