This presentation from TheCCollectice.com looks into the following: -Challenges and opportunities of marketing Sustainable innovation -Barriers to sustainable consumption, behavioural science -What is User Experience? -Why it is such a powerful toolbox -Key UX tools -Best practices

1. HOW TO DESIGN OUTSTANDING USER
EXPERIENCES
TO SCALE SUSTAINABLE INNOVATION
WEBINAR - 19/04/21
Marie Geneste – Founder & CEO
Follow us > @theccollective1

2. SCALING SUSTAINABLE SOLUTIONS
WITH OUTSTANDING USER EXPERIENCES

3. OUR SERVICES
• We help people and planet-friendly entrepreneurs by designing or optimising their end to end user experience.
• By User Experience we mean all interactions between an organisation and its users, across channels and over time.
USER-CENTRED DESIGN
Creating, testing or optimising
products, services and overall
customer or employee
experiences / branding /
marketing / communication
strategies – online and offline
channels.
TRAINING & MENTORING
User experience / Design
thinking / Service Design
Communication & Pitching
Content & Social media
strategy
STRATEGY & USER RESEARCH
Understanding the needs of
your business, its market and
its users – prospects,
customers, influencers,
investors, employees and
other stakeholders.
IMPLEMENTATION SUPPORT
Helping you build products,
services and the underlying
business processes that will
make them work. We make
the most of your resources
thanks to our network of
resources – designers, content
producers, developers…

4. • 15 years of experience in international
marketing, user experience and sales
• Circular economy consultant
• Worked with blue-chip and start-up
organisations, B2B / B2C
• Founded the C Collective to focus only on
organisations with positive social and
environment impact
MY BACKGROUND

5. AGENDA
• Challenges and opportunities of marketing
Sustainable innovation
• Barriers to sustainable consumption,
behavioural science
• What is User Experience?
• Why it is such a powerful toolbox
• Key UX tools
• Best practices
• Q & A

6. CHALLENGES AND OPPORTUNITIES
OF MARKETING SUSTAINABLE
INNOVATION

7. THE ATTITUDE - BEHAVIOURS GAP IN
SUSTAINABLE CONSUMPTION
• Overall in Europe, over 70% of consumers voice concerns over global warming
and positive attitudes towards green products,
• But the market shares of these products remain single digits
2019
share of organic products in food
and drink market:
1.6%
2019 – Share of alternative fuel
cars registered in the UK:
7.4%

8. 0% 20% 40% 60% 80%
Market share of green products
caragories
Consumers willing to green their
consumption
Attitudes vs market share - green
products/services consumption
Attitude-behaviour
gap
70%
<10%
•We need to
bridge that
gap by
scaling your
solutions

9. WHY IS THE GAP SO WIDE?
YOU’RE ONLY SELLING TO HUMANS
• Your buyers’ daily behaviours are rooted in ancient biology
• Evolutionary psychology highlights 5 ancestral forces at play
SHORT-
TERMISM
D I S R EG A R D O F R I S K
YO U C A N ’ T S E E
SOCIAL
IMITATION STATUS
SELF-
INTEREST
Me
first

10. PSYCHOLOGICAL BARRIERS
TO SUSTAINABLE ACTION AND
PRODUCTS ADOPTION
*Source: what we think about when we try not to think about global warming
Distance
Doom
Cognitive
dissonance
Denial
Identity

11. DISTANCE
Problem feels remote
because we can’t see it as
it’s far off in space and
time

12. DOOM
Negative framing of
climate change – cost,
loss, sacrifice- creates a
need to simply avoid the
topics, people feel
helpless and the fear
message backfires

13. COGNITIVE
DISSONANCE
The mental gymnastics
happening when a new
reality conflicts with what
people want to believe

14. IDENTITY
We filter news through
our professional, political
and cultural identity,
looking for information
that confirms our existing
values and notions,
filtering out facts that
would make us change
our identity.
Source: Gallup, https://www.pbs.org/wgbh/nova/article/depoliticizing-
climate-change/

15. THE USER EXPERIENCE
OPPORTUNITY

16. WHAT IS USER EXPERIENCE FOR
YOU?
Write your definition in the Microsoft
Teams chat

17. WHAT IS THE CURRENCY OF UX?

18. EMOTIONS

19. OUR USER EXPERIENCE
DEFINITION
The product of a sequence of
interactions between users and an
organisation across different channels.
It is how your prospect/customer
experiences your brand across all its
facets (touchpoints)
… and how your brand makes them FEEL
by triggering positive or negative
emotions
TYPES OF USERS
Influencer / Partner
Investor
Employee / applicant
Paying customer -b2b or b2c
User – not paying
Prospect

20. USER / CUSTOMER EXPERIENCE IS THE NEW
MARKETING
Creating experiences
around users’ needs
Promoting product /
services
Organisations need to design experiences around users’ needs,
allowing their brand to emotionally connect with their users
across channels, all through the buying journey
Before After

22. AN EFFICIENT UX STRATEGY COVERS ALL STAGES AND CHANNELS OF THE
BUYING JOURNEY
Becomes a
client
BUYERS’
needs
UX
actions
Research to
understand who
can help
Develop
awareness
of his
problem
Consider and choose
providers
Engage
Nurture
Qualify
Raise
interest
and attract
Convert
Great service / UX
Delight, upsell
Recommend
Advocate
Get referrals
1st engagement
with a brand
touchpoint

23. THE VIRTUOUS BUYING
JOURNEY
The holy grail of growth
Engage
Nurture
Qualify
Raise
interest
Attract
Convert
Delight
Get referrals

24. “CUSTOMER EXPERIENCE IS
THE NEW COMPETITIVE
BATTLEFIELD”
GARTNER 2015
WHY?
• Traditional differentiators such as price and
quality have lost their relevance with
growing customer power and expectations:
• The comparative consumer
• Great expectations set by market leaders
(Airbnb, Amazon, Uber, Apple…)
• Good CX / UX creates a virtuous circle
throughout the business and is harder to
reproduce
5x
“A good customer experience makes a
person five times more likely to recommend
a company and more likely to purchase in
the future” Harvard Business Review

25. Distance
Doom
Cognitive
dissonance
Denial
Identity
OUTSTANDING UX ALLOWS TO BYPASS BARRIERS TO
SUSTAINABLE ACTION
Make the issue feel near and personal to your audience

27. Distance
Doom
Cognitive
dissonance
Denial
Identity
OUTSTANDING UX ALLOWS TO BYPASS
PSYCHOLOGICAL BARRIERS TO SUSTAINABLE
ACTION AND FIGHT WITH THE SAME
WEAPONS AS THE LEADING BRANDS
Reduce dissonance by providing easy ways to take action

29. HOW TO DESIGN GREAT USER
EXPERIENCES

30. INVESTING IN UX WILL FUTURE PROOF
YOUR GROWTH STRATEGY
• User research
• User personas
• User journey mapping
• Service maps
• Information architecture
• Wireframes / Visual design
• Prototyping and testing

31. USER RESEARCH
STAGES AND METHODS
• Research preparation
• Desktop research
• Stakeholders interviews (prospects, clients, investors,
influencers, partners)
• Analytics
• Define your research assumptions and questions
• Draft target user profiles to decide who to speak to
• Prepare recruitment of research participants
• Run research
• Recruit participants
• Online surveys
• Focus groups
• 121 interviews ( 12 min with min 3 for each user
profile)
• Analyse & Wrap up
• User persona
• Mapping existing user journeys

32. vb
v v
30s
Single
Lives in a European capital
Photo
• Lobby people in power to bring systemic
changes
• Wants to influence more the Family
Office to have active impact investment
and measurement.
• Invest in people who know what they’re
doing
• Can only influence investment decisions
of Family Office as not wealth owner
• Invest through funds because don’t
have capacity or knowledge to invest
directly into companies.
• Too little money in impact.
Greenwashing.
Jasmine’s family founded a
leading retail group.
A family office was created
following its sale. Since her
late twenties, she has been
using capital inherited for
philanthropy and impact
investment. Also involved in
activism and lobbying for
good.
• Next gen education programs
• Fellow impact investors and Next Gen investors
• Credible sources (Impact assets 50)
• General media
• Social media (Twitter, FB, Linked In…)
Jasmine, the fired up next gen investor I’m doing my best to invest for good as there’s too
little money flowing in high-impact solutions and
too much impact washing
v
• Works mainly from home
• Meets a lot of people
• Likes to exercise and
enjoy socializing with
friends
• Goes to a lot of
networking events

33. USER JOURNEY
COVERS THE PATH FROM DISCOVERY OF A NEED/ THROUGH TO FINDING SOL UTIONS TO FULLFILL IT.
✓ Allows to visualise the
user interactions with
different touchpoints
✓ Time based
✓ Captures user insight,
emotions.
✓ Allows to identify
opportunities
✓ Great collaboration tool

34. DESIGN
STAGES AND METHODS
• Map future user journeys collaboratively
• Map end to end journeys / experience maps
• Service maps / blueprints
• Website / app design
• Information architecture
• Wireframes
• Visual design
• Testing

35. EXPERIENCE MAP = END TO END JOURNEY FROM AWARENESS TO
ADVOCACY
CHANNELS
Engage
Nurture
Qualify
Raise interest
and attract
Convert
Delight
Get referrals
CLIENT
website
product
experience
Social Media
Online Media
Email / newsletter
Nintex teams
Events
‘Top HR processes to
automate’
Linked in sponsored
content /text ad
‘Expense
management’
Use case
‘Onboarding’
Case study
Call with
sales
F2F presentation
TM + TE or Partner
POC
Proposal
TM +
Partner
Retargeting
Case study
LOB webinar
Product sheet
Onboarding
Refer a
friend
The best tool to collaboratively design your user experience and marketing strategy!
PERSONA:
HR MANAGER

36. SERVICE MAPS LOOK AT THE TOOLS AND PROCESSES
SUPPORTING THE TARGET EXPERIENCE.
CHANNELS
Engage
Nurture
Qualify
Raise interest
and attract
Convert
Delight
Get referrals
CLIENT
website
product
experience
Social Media
Online Media
Email / newsletter
Teams
‘Top HR processes to
automate’
Linked in sponsored
content /text ad
‘Expense
management’
Use case
‘Onboarding’
Case study
Call with
sales
F2F presentation
TM + TE or Partner
POC
Proposal
TM +
Partner
Retargeting
Case study
Product sheet
Onboarding
Onboarding
CRM
WEBSITE
Emailing / Marketing
automation
Sales team
organization
/ processes
Referral
campaigns
Onboarding /
Client success
process
TOOLS & PROCESSES
Content

37. INFORMATION ARCHITECTURE
• The structure of a web site as exposed to
users
• First step to design/ refresh an app or
website
Example of high-level INFORMATION
ARCHITECTURE

38. WIREFRAMES VS VISUAL DESIGN
UX VS UI
• WIREFRAMES show the basic skeleton of
how information will be positioned on a
page
• VISUAL DESIGN adds the branding
elements to the wireframes to
represent what users will see
• WIREFRAMES should always be
designed and signed off BEFORE visual
designs
1-Wireframes
2-Visual design

39. GREAT USER EXPERIENCE =
> MORE emotions
> LESS Friction
> Empower users to find
quick solutions and continue
with their everyday lives
HOW TO MAKE IT HAPPEN
✓ It requires a dedicated focus and investment
across the business
✓ Must be based on strong user insight and
data, not just assumptions / intuitions
✓ Employee experience is as important as
customer experience
✓ Focus on avoiding friction, unhappy
customers are 10x more vocal than the
happy ones
✓ Use tried and tested modular solutions such
as website builders, marketing automation
SAAS vs building from scratch
✓ Start small, test & learn

40. USER TESTING
• Invest in user testing at early stage to
avoid the costly error of building
something that does not work
• Test your service at all stages using
storyboards, paper prototypes,
interactive mock-ups
• Involve outsiders ie UX experts and real
users

41. 6
UX BEST PRACTICES FOR
SUSTAINABLE START-UPS

42. BRING TO LIFE YOUR
PRODUCT/SERVICE IN THE
BEST POSSIBLE WAY…
EVEN IF IT’S NOT LIVE YET!
GREAT STORYTELLING CAN
BRING POWERFUL
EMOTIONS.
Skyroom.london build sustainable homes for
keyworkers on London unused rooftops:
• Haven’t built any home
• Beautiful website and video explaining their
vision and design & build process

43. USE WEBSITE BUILDERS
AND
THEMES/TEMPLATES
WITH A TRIED AND
TESTED UX IF YOU
DON’T HAVE THE
RESOURCES TO BUILD A
BESPOKE SITE.
Website builders (WIX, Squarespace…)
Wordpress themes

44. LESS IS MORE.
YOU HAVE UNDER
10 SECONDS TO CONVINCE
WEBSITE VISITORS.
Get your value proposition across at the top of
the homepage or landing pages.
Have a clear, visible call to action for each
page.

45. USER JOURNEYS ARE
ALWAYS INTERRUPTED,
SO FIX THE LEAKS AND
FIND WAYS TO
RE-ENGAGE USERS
Abandoned
shopping cart
recovery strategies
can help boost
sales by up to 40%
Retargeting
ad banners

46. TRANSLATE YOUR
SUSTAINABLE BENEFITS
INTO SOMETHING
TANGIBLE AND
INSPIRING
– NOT JUST TONS OF
C02

47. CREATE CLIENT
ONBOARDING AND
REFERRAL
PROGRAMS
Customer onboarding / success program
Referral
programs

48. Q&A

49. “In the war we are all fighting for a better future for everyone, outstanding
UX will be the Trojan Horse of your impact innovation”

50. Thank you
marie@theccollective.com
Follow us
@theccollective1
https://www.linkedin.com/company/the-c-collective

51. PSYCHOLOGY OF CLIMATE CHANGE
• https://www.triplepundit.com/2015/09/psychologica
l-barriers-sustainable-living/
• Books:
https://www.chelseagreen.com/product/what-we-
think-about-when-we-try-not-to-think-about-global-
warming/
• This is service design doing /doing (book)
• UX trainings: General assembly
• https://www.nngroup.com/articles/service-design-
101/
• The Power of Habit: Why We Do What We Do, and
How to Change
• Persona examples: https://venngage.com/blog/user-
persona-examples/
BEHAVIOURAL PSYCHOLOGY - CX –
UX – SERVICE DESIGN THINKING
FURTHER READING