A comprehensive outline and proposal for a platform as a service (PaaS) product in part by New York University Stern School of Business. The presentation covers user research insights, KPIs, risks, monetization, and more.
Planned giving involves major gifts made by donors through their estate planning, such as real estate, life insurance, or retirement plans, that allow donors to make larger gifts than possible through regular donations alone. It is a highly effective but misunderstood approach for non-profits to pursue. Planned giving establishes stronger long-term relationships with donors and can increase both annual and future planned gifts. Non-profits should treat fundraising like running a business with both immediate and long-term goals in mind. Approaching donors about planned giving requires patience but can result in gifts 200-300 times larger than a donor's typical donation.
This document provides information about a restaurant marketing and fundraising program called Xpect Restaurant Marketing Solutions. The program allows restaurants to support local non-profits by donating a percentage of customer purchases back to the non-profits. It provides rewards cards to non-profit members that earn them cash back rewards for purchases at the restaurant and make donations to the non-profit with each purchase. The program offers real-time reporting and transparency about donations earned. It can help drive new customers, increase sales and word-of-mouth for the restaurant while supporting local causes.
How Your Restaurant Can Use Fund Raising To Partner with Non Profit Organiza...Digital Growth Atl
This document provides information about a restaurant marketing and fundraising program called Xpect Restaurant Marketing Solutions. The program allows restaurants to support local non-profits by donating a percentage of customer purchases back to the non-profits. It provides tools for restaurants to track donations and customer spending in real-time. The program is designed to increase customer visits and spending through rewards and fundraising efforts.
Choosing an appropriate gift is difficult because the purpose of gift giving is to arouse affection in the
receiver, not the giver, and too many variables that influence the results. Utilizing 600 samples and a
hybrid method combining the decision tree and K-nearest neighbor approaches, this study builds a DTKNN
two–stepped recommendation system which achieves a precision rate higher than 80%. The contribution of
this research is to propose a new data mining technique to solve the problem of a recommendation system
for altruistic gift selection which allows the receiver to perceive the affection desired by the giver.
Choosing an appropriate gift is difficult because the purpose of gift giving is to arouse affection in the
receiver, not the giver, and too many variables that influence the results. Utilizing 600 samples and a
hybrid method combining the decision tree and K-nearest neighbor approaches, this study builds a DTKNN
two–stepped recommendation system which achieves a precision rate higher than 80%. The contribution of
this research is to propose a new data mining technique to solve the problem of a recommendation system
for altruistic gift selection which allows the receiver to perceive the affection desired by the giver
Planning for and buying business gifts is much more involved an endeavour than it seems. Many business owners get hung up on the legal and compliance issues.
As long as you have some kind of company policy in place regarding gift-giving, you should be fine. The true task begins when you’re trying to choose the right gift for the individual and the relationship you’re trying to build.
This guide serves as a starting point. When in doubt, seek assistance from corporate gifts/business gifts companies, like readygifts.sg, which can give you a structured and experienced headstart.
Paul McCartney penned "Can't Buy Me Love" in 1964, and it still rings true today. Don't fall victim to the expensive habit of being a holiday gift over-spender and suffering from statement regret in January,
Planned giving involves major gifts made by donors through their estate planning, such as real estate, life insurance, or retirement plans, that allow donors to make larger gifts than possible through regular donations alone. It is a highly effective but misunderstood approach for non-profits to pursue. Planned giving establishes stronger long-term relationships with donors and can increase both annual and future planned gifts. Non-profits should treat fundraising like running a business with both immediate and long-term goals in mind. Approaching donors about planned giving requires patience but can result in gifts 200-300 times larger than a donor's typical donation.
This document provides information about a restaurant marketing and fundraising program called Xpect Restaurant Marketing Solutions. The program allows restaurants to support local non-profits by donating a percentage of customer purchases back to the non-profits. It provides rewards cards to non-profit members that earn them cash back rewards for purchases at the restaurant and make donations to the non-profit with each purchase. The program offers real-time reporting and transparency about donations earned. It can help drive new customers, increase sales and word-of-mouth for the restaurant while supporting local causes.
How Your Restaurant Can Use Fund Raising To Partner with Non Profit Organiza...Digital Growth Atl
This document provides information about a restaurant marketing and fundraising program called Xpect Restaurant Marketing Solutions. The program allows restaurants to support local non-profits by donating a percentage of customer purchases back to the non-profits. It provides tools for restaurants to track donations and customer spending in real-time. The program is designed to increase customer visits and spending through rewards and fundraising efforts.
Choosing an appropriate gift is difficult because the purpose of gift giving is to arouse affection in the
receiver, not the giver, and too many variables that influence the results. Utilizing 600 samples and a
hybrid method combining the decision tree and K-nearest neighbor approaches, this study builds a DTKNN
two–stepped recommendation system which achieves a precision rate higher than 80%. The contribution of
this research is to propose a new data mining technique to solve the problem of a recommendation system
for altruistic gift selection which allows the receiver to perceive the affection desired by the giver.
Choosing an appropriate gift is difficult because the purpose of gift giving is to arouse affection in the
receiver, not the giver, and too many variables that influence the results. Utilizing 600 samples and a
hybrid method combining the decision tree and K-nearest neighbor approaches, this study builds a DTKNN
two–stepped recommendation system which achieves a precision rate higher than 80%. The contribution of
this research is to propose a new data mining technique to solve the problem of a recommendation system
for altruistic gift selection which allows the receiver to perceive the affection desired by the giver
Planning for and buying business gifts is much more involved an endeavour than it seems. Many business owners get hung up on the legal and compliance issues.
As long as you have some kind of company policy in place regarding gift-giving, you should be fine. The true task begins when you’re trying to choose the right gift for the individual and the relationship you’re trying to build.
This guide serves as a starting point. When in doubt, seek assistance from corporate gifts/business gifts companies, like readygifts.sg, which can give you a structured and experienced headstart.
Paul McCartney penned "Can't Buy Me Love" in 1964, and it still rings true today. Don't fall victim to the expensive habit of being a holiday gift over-spender and suffering from statement regret in January,
9 ways nonprofits can connect with supporters and understand why they givedlvr.it
semillasIn an ideal world, generous supporters would give to good causes based on the merits of the mission alone. In the real world, the motivation for giving is much more complex and less rational than a calculated assessment. To successfully connect with potential donors and get them to take action, nonprofit fundraisers and marketers should understand why donors give.
7 Ways To Select Best Corporate Gifts | Corporate Gifts SupplierVerve Corporate Gifts
In this ppt we have described best 7 ways to select best corporate gifts. Before selecting corporate gifts, one of the most important thing is that who are you offering gift. This you are going to know in this ppt document. Also visit Verve for selecting unique corporate gifts.
DMA New York Aug 4-5 "The Heart of the Donor's Experience"tamarafineline
With first year retention rates at an all time low, your organization can’t afford a single misstep when interacting with your donors. One wrong move and a potentially loyal supporter can be gone forever. Our panel of experts, will show you how to turn transactions into long-term, happy, – and profitable! – relationships!
Can you think of any business process digitizing so fast and creating as many new trends as Digital Marketing? Keeping up with all the changes, challenges and opportunities is now, more than ever, the key for successful companies, which grow with the trends.
https://runfrictionless.com/b2b-white-paper-service/
This document discusses the changing nature of customers in the modern era and provides guidance on how businesses can adapt. It notes that customers now have greater choice, demand more respect, and are seeking personalized experiences from brands they connect with. The document then outlines four key rules for businesses: 1) show value by highlighting benefits and comparing to competitors, 2) make interactions personal by listening and being present, 3) ensure products/services are relevant by understanding customer interests, and 4) create positive surprises that encourage customer loyalty and word-of-mouth promotion. Following these rules can help businesses build strong customer relationships and increase profits in the current business environment.
Why Journey Mapping is Essential for Digital ProductsFITC
Presented at FITC Toronto 2017
More info at http://fitc.ca/event/to17/
presented by Lee Dale, Say Yeah!
Overview
How to improve customer engagement and service delivery in the connected age.
Digital transformation is not a buzzword. It’s the promise that your organization can reach new heights by leveraging digital to provide a superior customer experience and optimize your team’s efforts in doing so. At the same time, there are a vast amount of organizations who believe a digital presence alone is enough to meet customer expectations and keep your organization at the forefront of the connected economy. The general approach is typically to just make sure deliverables exist: we have a responsive website; we listen to customers on our social channels and help lines. But this approach does not ask the right questions of how you can drive consumer engagement and retention, and make sure your team is focused on solving the right problems in the most effective manner.
To do so, every organization needs to align their digital ecosystem with their customer journey. This talk will introduce the process for and key benefits of aligning your digital ecosystem and team efforts to your customer’s journey, including highlighting how you’ll find new business and growth opportunities, while finding those key insights in how to better connect and provide value to your customers.
Objective
To prove the benefits of aligning your digital ecosystem and efforts with your customer’s journey in order to drive customer engagement and improve service delivery across your organization.
Target Audience
You’re working on one or more digital products, or responsible for marketing to consumers to get them to engage with a digital property and would like to see how you can be even more effective at driving engagement and value to your consumer and for your organization.
Five Things Audience Members Will Learn
How to discover new business opportunities by focusing on customer needs
How to better understand the value of your current marketing, sales, product, service and customer support efforts
Why every organization should be mapping their customer’s journey
The key elements of the customer journey, including how you align marketing, sales, product, service, and customer support efforts along the journey
How to combine a customer journey map with business goals and organizational capabilities to define the most effective digital and service delivery strategy for your organization
This document provides tips for non-profits to maximize success in securing and utilizing in-kind donations. It discusses defining in-kind donations, determining needs, identifying potential donors within networks and in the community, organizing requests and tracking donations. It emphasizes effective communication including compelling requests, thank you letters acknowledging contributions, and ongoing engagement to foster relationships. The goal is to leverage in-kind gifts to strengthen programs while preserving financial resources.
Improving Donor Retention: How Creative Thank You’s and Cultivating an Attitu...4Good.org
Simply put: Donor retention is your most important fundraising opportunity.
Most nonprofits are leaking donors like crazy. They acquire; they don’t retain. On average folks lose 7 out of 10 donors after the first gift. Why? If your answer to any of the following is “true”, this webinar will help you: (1) I spend more time and resources acquiring donors than thanking them; (2) I treat acknowledgement as an afterthought; (3) I don’t think donors care that much about when and how they’re thanked after they give.
While donors want to change the world with their gifts, most want something else too. It’s intangible, but it’s important. And if you won’t give it to them, someone else will. The important social acknowledgement and identity reinforcement that comes from a heartfelt, thoughtful thank you cannot be underestimated. Truly, how and when you thank your donors can make or break your entire fundraising program.
A great thank you program can increase the lifetime value of your donor base by 200%!
It’s not hard to do, but most of us simply don’t put much zip into our donor acknowledgment programs. If this sounds like you and your nonprofit, it’s time to show your awesome donors some awesome you!
Learn how to identify and understand your target audience to improve your business's marketing strategies. Our comprehensive guide offers practical tips and techniques for conducting audience analysis, defining your ideal customer persona, and tailoring your messaging and promotions to resonate with your intended audience. Whether you're a new entrepreneur or an established company looking to refine your marketing efforts, our insights can help you connect with the right customers and achieve your business goals.
This document provides information and guidance for organizations on fundraising strategies and solutions. It discusses that most people dislike fundraising activities that involve selling products or directly asking for donations. It then introduces SMSnet as a no-selling mobile funding solution. The document goes on to provide tips and considerations for organizations in making fundraising decisions, including developing a wish list, setting goals, timing, and planning strategies. It also discusses and compares different types of popular fundraising programs and product sales.
System strategy: the essential framework for driving customer experience and ...Lee Dale
We’re facing a challenge in how organizations and product teams are run. Too often teams are focused on individual products and how a user is interacting with just that product, instead of considering customer needs and organizational capabilities that go well beyond a digital product mix. Customer experience is a multi-departmental effort, but organizations are too siloed to effectively serve customers. Customer problem solving extends beyond the organization, with other influences and influencers who shape decision-making, impacting purchase decisions, engagement, and retention. The experience is broken. And the organization’s ability to improve the service delivery model is limited due to a lack of systems thinking and system strategy.
The system strategy framework answers these challenges. By mapping the customer journey, mapping organizational service models and capabilities, and understanding how the two align, organizations are able to uncover opportunities to improve customer experience and service delivery. Whether to solve short term challenges or establish forward thinking strategies, the system strategy framework is essential for day-to-day product teams and business leaders.
Gift Box is an application that helps users find the perfect gift for friends by connecting to their Facebook profiles to learn their interests. It allows customizing friend lists by shared interests and recommending tailored gifts. A survey of 32 people found they liked the idea of an intelligent gift recommendation service that takes care of the entire gifting process from choosing to delivery. Respondents were comfortable paying up to 10% more than the retail price for an automated service and expressed interest in receiving recommendations for any type of gift, not just gadgets as initially assumed.
Major gifts require developing long-term relationships with donors based on shared values and trust. The process involves cultivating donors over time through regular communication and recognition at various giving levels before making an ask for a major gift. Key steps include identifying prospective major donors, learning what inspires their philanthropy, articulating a compelling vision for the organization's future impact, and determining the right time and approach for a solicitation.
Slides from NetSquared Toronto's April 29 meetup. The event was hosted by Shabs and features Claire Kerr.
Here's Claire's slides from the event. Learn how to choose and leverage acquisition channels that reach the right donors. The presentation will help you design sophisticated targeting that attracts more qualified fundraising prospects across all your digital channels.
You will leave with tactical tips to apply to your 2020 digital strategy, no matter which database, content management system, fundraising tool, or email platform you're currently using.
Charities and Philanthropists literally waste over a billion dollars in Canada every year because of a system that is decentralized, out dated and shrouded in secrecy. It sets both sides up for failure, waste and robs the world of much needed, life changing impact.
The good news is, that just like the for profit world has solved this problem years ago with tools like LinkedIn, WealthSimple and standardized reporting for Publicly Traded Companies, so too can we solve it for Charities and Philanthropists, and there has never been a better time.
Canada is a perfect market to test this idea out, and rather than keep these ideas hidden and perpetuate further secrecy, I wanted to simply share them for any and all who want to: be inspired, partner, steal, use or collaborate on building a more effective, meaningful relationship that ultimately does more good in this world.
The deck was written as a draft for friends and colleagues, its not polished, proofread or even really formatted. But I hope you can see the ideas for what they are and be inspired to take action.
I'd love your feedback
Gift Cards - Best Results in Enterprise Incentive ProgramsNat Salvione
Gift Cards are the top reward in today's enterprise incentive programs, They are preferred by the recipient, more impactful than other rewards, and the incentive planner's number one choice. This presentation is a simple walkthrough of some industry data around using gift cards in reward programs.
9 ways nonprofits can connect with supporters and understand why they givedlvr.it
semillasIn an ideal world, generous supporters would give to good causes based on the merits of the mission alone. In the real world, the motivation for giving is much more complex and less rational than a calculated assessment. To successfully connect with potential donors and get them to take action, nonprofit fundraisers and marketers should understand why donors give.
7 Ways To Select Best Corporate Gifts | Corporate Gifts SupplierVerve Corporate Gifts
In this ppt we have described best 7 ways to select best corporate gifts. Before selecting corporate gifts, one of the most important thing is that who are you offering gift. This you are going to know in this ppt document. Also visit Verve for selecting unique corporate gifts.
DMA New York Aug 4-5 "The Heart of the Donor's Experience"tamarafineline
With first year retention rates at an all time low, your organization can’t afford a single misstep when interacting with your donors. One wrong move and a potentially loyal supporter can be gone forever. Our panel of experts, will show you how to turn transactions into long-term, happy, – and profitable! – relationships!
Can you think of any business process digitizing so fast and creating as many new trends as Digital Marketing? Keeping up with all the changes, challenges and opportunities is now, more than ever, the key for successful companies, which grow with the trends.
https://runfrictionless.com/b2b-white-paper-service/
This document discusses the changing nature of customers in the modern era and provides guidance on how businesses can adapt. It notes that customers now have greater choice, demand more respect, and are seeking personalized experiences from brands they connect with. The document then outlines four key rules for businesses: 1) show value by highlighting benefits and comparing to competitors, 2) make interactions personal by listening and being present, 3) ensure products/services are relevant by understanding customer interests, and 4) create positive surprises that encourage customer loyalty and word-of-mouth promotion. Following these rules can help businesses build strong customer relationships and increase profits in the current business environment.
Why Journey Mapping is Essential for Digital ProductsFITC
Presented at FITC Toronto 2017
More info at http://fitc.ca/event/to17/
presented by Lee Dale, Say Yeah!
Overview
How to improve customer engagement and service delivery in the connected age.
Digital transformation is not a buzzword. It’s the promise that your organization can reach new heights by leveraging digital to provide a superior customer experience and optimize your team’s efforts in doing so. At the same time, there are a vast amount of organizations who believe a digital presence alone is enough to meet customer expectations and keep your organization at the forefront of the connected economy. The general approach is typically to just make sure deliverables exist: we have a responsive website; we listen to customers on our social channels and help lines. But this approach does not ask the right questions of how you can drive consumer engagement and retention, and make sure your team is focused on solving the right problems in the most effective manner.
To do so, every organization needs to align their digital ecosystem with their customer journey. This talk will introduce the process for and key benefits of aligning your digital ecosystem and team efforts to your customer’s journey, including highlighting how you’ll find new business and growth opportunities, while finding those key insights in how to better connect and provide value to your customers.
Objective
To prove the benefits of aligning your digital ecosystem and efforts with your customer’s journey in order to drive customer engagement and improve service delivery across your organization.
Target Audience
You’re working on one or more digital products, or responsible for marketing to consumers to get them to engage with a digital property and would like to see how you can be even more effective at driving engagement and value to your consumer and for your organization.
Five Things Audience Members Will Learn
How to discover new business opportunities by focusing on customer needs
How to better understand the value of your current marketing, sales, product, service and customer support efforts
Why every organization should be mapping their customer’s journey
The key elements of the customer journey, including how you align marketing, sales, product, service, and customer support efforts along the journey
How to combine a customer journey map with business goals and organizational capabilities to define the most effective digital and service delivery strategy for your organization
This document provides tips for non-profits to maximize success in securing and utilizing in-kind donations. It discusses defining in-kind donations, determining needs, identifying potential donors within networks and in the community, organizing requests and tracking donations. It emphasizes effective communication including compelling requests, thank you letters acknowledging contributions, and ongoing engagement to foster relationships. The goal is to leverage in-kind gifts to strengthen programs while preserving financial resources.
Improving Donor Retention: How Creative Thank You’s and Cultivating an Attitu...4Good.org
Simply put: Donor retention is your most important fundraising opportunity.
Most nonprofits are leaking donors like crazy. They acquire; they don’t retain. On average folks lose 7 out of 10 donors after the first gift. Why? If your answer to any of the following is “true”, this webinar will help you: (1) I spend more time and resources acquiring donors than thanking them; (2) I treat acknowledgement as an afterthought; (3) I don’t think donors care that much about when and how they’re thanked after they give.
While donors want to change the world with their gifts, most want something else too. It’s intangible, but it’s important. And if you won’t give it to them, someone else will. The important social acknowledgement and identity reinforcement that comes from a heartfelt, thoughtful thank you cannot be underestimated. Truly, how and when you thank your donors can make or break your entire fundraising program.
A great thank you program can increase the lifetime value of your donor base by 200%!
It’s not hard to do, but most of us simply don’t put much zip into our donor acknowledgment programs. If this sounds like you and your nonprofit, it’s time to show your awesome donors some awesome you!
Learn how to identify and understand your target audience to improve your business's marketing strategies. Our comprehensive guide offers practical tips and techniques for conducting audience analysis, defining your ideal customer persona, and tailoring your messaging and promotions to resonate with your intended audience. Whether you're a new entrepreneur or an established company looking to refine your marketing efforts, our insights can help you connect with the right customers and achieve your business goals.
This document provides information and guidance for organizations on fundraising strategies and solutions. It discusses that most people dislike fundraising activities that involve selling products or directly asking for donations. It then introduces SMSnet as a no-selling mobile funding solution. The document goes on to provide tips and considerations for organizations in making fundraising decisions, including developing a wish list, setting goals, timing, and planning strategies. It also discusses and compares different types of popular fundraising programs and product sales.
System strategy: the essential framework for driving customer experience and ...Lee Dale
We’re facing a challenge in how organizations and product teams are run. Too often teams are focused on individual products and how a user is interacting with just that product, instead of considering customer needs and organizational capabilities that go well beyond a digital product mix. Customer experience is a multi-departmental effort, but organizations are too siloed to effectively serve customers. Customer problem solving extends beyond the organization, with other influences and influencers who shape decision-making, impacting purchase decisions, engagement, and retention. The experience is broken. And the organization’s ability to improve the service delivery model is limited due to a lack of systems thinking and system strategy.
The system strategy framework answers these challenges. By mapping the customer journey, mapping organizational service models and capabilities, and understanding how the two align, organizations are able to uncover opportunities to improve customer experience and service delivery. Whether to solve short term challenges or establish forward thinking strategies, the system strategy framework is essential for day-to-day product teams and business leaders.
Gift Box is an application that helps users find the perfect gift for friends by connecting to their Facebook profiles to learn their interests. It allows customizing friend lists by shared interests and recommending tailored gifts. A survey of 32 people found they liked the idea of an intelligent gift recommendation service that takes care of the entire gifting process from choosing to delivery. Respondents were comfortable paying up to 10% more than the retail price for an automated service and expressed interest in receiving recommendations for any type of gift, not just gadgets as initially assumed.
Major gifts require developing long-term relationships with donors based on shared values and trust. The process involves cultivating donors over time through regular communication and recognition at various giving levels before making an ask for a major gift. Key steps include identifying prospective major donors, learning what inspires their philanthropy, articulating a compelling vision for the organization's future impact, and determining the right time and approach for a solicitation.
Slides from NetSquared Toronto's April 29 meetup. The event was hosted by Shabs and features Claire Kerr.
Here's Claire's slides from the event. Learn how to choose and leverage acquisition channels that reach the right donors. The presentation will help you design sophisticated targeting that attracts more qualified fundraising prospects across all your digital channels.
You will leave with tactical tips to apply to your 2020 digital strategy, no matter which database, content management system, fundraising tool, or email platform you're currently using.
Charities and Philanthropists literally waste over a billion dollars in Canada every year because of a system that is decentralized, out dated and shrouded in secrecy. It sets both sides up for failure, waste and robs the world of much needed, life changing impact.
The good news is, that just like the for profit world has solved this problem years ago with tools like LinkedIn, WealthSimple and standardized reporting for Publicly Traded Companies, so too can we solve it for Charities and Philanthropists, and there has never been a better time.
Canada is a perfect market to test this idea out, and rather than keep these ideas hidden and perpetuate further secrecy, I wanted to simply share them for any and all who want to: be inspired, partner, steal, use or collaborate on building a more effective, meaningful relationship that ultimately does more good in this world.
The deck was written as a draft for friends and colleagues, its not polished, proofread or even really formatted. But I hope you can see the ideas for what they are and be inspired to take action.
I'd love your feedback
Gift Cards - Best Results in Enterprise Incentive ProgramsNat Salvione
Gift Cards are the top reward in today's enterprise incentive programs, They are preferred by the recipient, more impactful than other rewards, and the incentive planner's number one choice. This presentation is a simple walkthrough of some industry data around using gift cards in reward programs.
Similar to Final Product Case, Tech Product Management (20)
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
Boost Your Instagram Views Instantly Proven Free Strategies.InstBlast Marketing
Supercars use advanced materials and tech for top-speed performance. Join Performance Car Exclusive to experience driving excellence.
https://instblast.com/instagram/free-instagram-views
Boost Your Instagram Views Instantly Proven Free Strategies.pptxInstBlast Marketing
Join Performance Car Exclusive to drive the finest supercars, engineered with advanced materials and cutting-edge technology for peak performance.
https://instblast.com/instagram/free-instagram-views
Advanced Storytelling Concepts for MarketersEd Shimp
Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored.
The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
• Rhetoric – The art of effective communication
• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
• Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories
This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfSimpleMoneyMaker
Discover the power of affiliate marketing with ChatGPT! This comprehensive guide takes you through the process of starting and scaling your affiliate marketing business using the latest AI technology. Learn how to leverage ChatGPT to generate content ideas, create engaging articles, and connect with your audience through personalized interactions. From building your strategy and optimizing conversions to analyzing performance and staying updated with industry trends, this eBook provides everything you need to know to succeed in affiliate marketing. Whether you're a beginner looking to start your online business or an experienced marketer wanting to take your efforts to the next level, this guide is your roadmap to success in the world of affiliate marketing.
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
The Future of ''Digital marketing'' .pptxbhavanasizcom
Digital marketing leverages digital channels such as SEO, content marketing, social media, PPC, and email to promote products or services. It includes affiliate and influencer marketing, mobile strategies, and online PR. Marketing automation helps streamline efforts, while analytics guide data-driven decisions. The objective is to engage target audiences, drive conversions, and build brand loyalty by reaching customers in the digital spaces they frequent.The future of digital marketing will be driven by advancements in artificial intelligence (AI) for personalized content and customer service, and the rise of voice search optimization due to smart speakers. Video content, especially short-form videos, will continue to dominate, while augmented reality (AR) and virtual reality (VR) will enhance customer experiences. Emphasis on data privacy and compliance will grow, alongside the need for seamless omnichannel marketing. Blockchain technology will offer secure digital advertising, and sustainability will become a key focus. With the advent of 5G technology, faster mobile internet will enable new innovations, and advanced personalization will deliver highly relevant content to users.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxGiorgio Chiesa
This presentation is recommended for those who want to know more about SEO. It explains the main theoretical and practical aspects that influence the positioning of websites in search engines.
2. Product &
Customer
Description
With her partner's birthday approaching, Tanya is adamant about finding a gift without her usual
feelings of uncertainty, frustration, anxiety, or second-guessing throughout the process. She's
concerned about having time to consult others on ideas, such as family members or her partner's
friends, and wants to both show her partner how she feels while knowing that the item is something
that will actually be used rather than stuffed in a closet.
Tanya is overwhelmed, unconfident, is financially conscious, and is not a procrastinator. Willing to
spend about $50 and to give enough effort so that she feels she "gets it right," she deeply values how
she is perceived by those she cares about and would partner with a new external source if she is
informed of this person's gift-giving track record and can develop a relationship with them over time.
The product we are proposing is a platform that pairs people like Tanya with gift curators who are
socially-proven experts in their craft. After completing a profile for the person she's shopping for with
information like personality traits, habits, and ways their time is spent - we deliberately avoid and go
beyond the question, "what do they like?" - Tanya is matched with a curator who then reviews the
profile she's written. It is the relationship formed with the curator over time that differentiates our
product from what currently exists in the market.
The curator will then communicate directly with Tanya with additional questions, research items based
on the specifications Tanya has made, and either send the gift to Tanya or, with Tanya's permission,
directly to the recipient. After Tanya has placed a review for her curator, she can track the gifts she's
given, feedback received from her partner and others, sync her personal calendar to plan for future
events, and more.
The product is compelling because it takes the pressure of choosing a gift away from the buyer without
removing the involvement of making it personal to the recipient. This proposal will examine the
product need with supporting data, go-to-market strategy, risks and constraints, and next steps.
3. Primary Use Cases &
Customer Segments
A hopeless partner is looking to purchase "the right" gift for their loved one's birthday.
They're planning to shop for a gift a month in advance, want to show their partner they're
giving an extra effort to show how they feel, experience insecurity from the anticipation of
their partner not using the gift on a regular basis, and is usually relieved once the gift-giving
process is completed.
Sub-cases: Track events and gifts over time, match their partners' personalities and
habits with a specific item - maybe even get to know their partner at a new level.
A distanced family member lives out of town and has a brother ten years younger than him.
He's aware of his brother's interests but wants to make up for the time they don't physically
spend together with an item that reflects his brother's daily life and the closeness of their
family as a unit. This family member usually consults his parents and another sibling who
lives at home but is determined to feel connected to his brother and that their relationship
is genuine and long-lasting despite time and distance apart.
Sub-cases: Win the affection and warmth of a notoriously difficult elder, collaborate with
siblings for a collective gift for their parents, track spending over time to ensure each
child receives roughly the same amount spent on gifts while having unique gifts chosen
for them.
A long-distance friend is preparing for her sorority sister's wedding. She's been selected as a
member of the bridal party and wants to get her sister something special even though a few
years have passed since they've seen each other on a regular basis. The long-distance friend
wants to invoke nostalgia and sentimentality but also to choose an item with utility - one
that will not be found in the back of the linen closet when she visits her sorority sister in her
new apartment that she'll share with her husband.
Sub-cases: Locate a gift that matches a friend's new working lifestyle instead of her
interests from the sorority days, differentiate from what others may be buying based on
high-level personality traits, work with an outside party to get a fresh opinion.
User selects New Gift in the top-right corner of the screen.
User completes profile for the gift recipient.
User is matched with a curator, who then reviews the profile and remains
available to communicate while choosing gift options.
User is charged a styling fee up front, which is then deducted from the
final total after items have been chosen.
Curator presents gift options to buyer, who can create a bundle with all
items or buy individual items.
User pays for items and either receives gifts in the mail or chooses to have
them delivered directly to the recipient.
Choose a Gift for a Loved One
1.
2.
3.
4.
5.
6.
Use Case Steps
User selects the Calendar icon from the portal dashboard.
User opts in to sync their Google, Microsoft Outlook, or Apple Calendar.
User views and may add special occasions, set reminders to purchase a
gift, and associate the event with a profile they've made for a loved one.
Track Special Occasions & Set Reminders
1.
2.
3.
User selects the Gift icon from the portal dashboard.
User reviews gifts chosen previously on the platform, to whom the gift was
given, and the option to give and review feedback to curators.
Review Gifts Given Over Time
1.
2.
4. Go-to-Market Strategy
& Supporting Evidence
In a two-sided market, a crucial decision is in solving the chicken-or-egg problem: In our case, who should be
recruited first, the curators or the buyers? Since our differentiating factor is based on the relationships
buyers form with curators and the trust they build over time, establishing a set of curators is necessary in
order to have a complete product and to effectively solve buyers' needs. Having a one-sided portal for buyers
to exchange ideas exists today in the form of tools such as Pinterest and Facebook Groups and would likely
not incentivize new users to join due to multi-homing costs.
Curators are digitally savvy, energetic, idealistic, and are confident in sharing their skills with others. They
likely own or have a dream of owning a small business but are stunted by COVID-19 restrictions, the need to
raise capital, and/or in communicating with shoppers with low consumer sentiment. Recruiting curators will
initially require outbound strategies such as job board postings and contacting owners of physical and digital
gift shops and later involve referral programs and retail partnerships. Incentives to join our platform include
complete transparency in platform fees and commission earned, increased credibility from feedback loops
and a thorough screening process, and the opportunity to externally link experience within curator profiles
as a means of centralizing other business pursuits of the curator, such as their online stores.
We are targeting buyers who are stressed about the time requirements to search for a gift, want to gain
confidence in how they participate in special events with others, and aim to show loved ones their care for
them without the uncertainty, anxiety, and frustration they often feel when choosing a gift. We’ll test this
market by asking curators to route 10% of their digital traffic to our alternative to see the difference in results
compared with their existing alternatives.
To refine the value proposition for buyers, multiple layers of qualitative research were conducted to
thoroughly understand the customer and how we can best meet their needs. In terms of monetization
impact and go-to-market impact, the following assumptions proved to be most influential in the product-
shaping process and are accompanied by methods and insights gleaned from user research.
Buyers value how they are perceived by those they care about. Conversations centered on
personal relationships including friends, family, and significant others; professional relationships were
not mentioned. This assumption held but deserves more nuance as prospective buyers value how they
are perceived on various levels reflected in the time they are willing to spend consulting others on gift
ideas, who they consult, and the time they are willing to search for the gift once it has been decided
upon.
KPIs: Monthly active users (primary), willingness to pay (WTP) (secondary).
Buyers have a fear of rejection, not being "enough," and need to feel that their actions are
congruent with their values. The assumption did not hold in that it was originally worded in an
extreme sense and acknowledged that buyers apply their gift-giving abilities to their entire identity.
Instead, the assumption was reiterated by research respondents in a mixture of more mild sentiments
such as frustration and awkwardness on the topic of gift-giving.
KPIs: Monthly active users (primary), curator ratings given (secondary), willingness to pay (tertiary).
Prospects want external assistance with choosing gifts for others. Almost all respondents (85%)
mentioned that they consult at least one external source when deciding a gift for a recipient, the
breadth of which included mutual friends, family, and even the recipient themselves.
KPIs: Buyer referrals completed (primary), curator ratings given (secondary).
Buyers are willing to spend $30-50 per gift. This open-ended question found that prospective buyers
are financially conscious and are aware of their spending limitations and habits as well as in exceptions
to their habits, such as spending a high amount for an annual or important event.
KPIs: Transaction funnel completion (primary), wIllingness to pay by pricing thresholds per gift
(secondary).
5. Monetization &
Cost Considerations
So, we've reached the crucial question: How does this product make money?
As an e-commerce platform, the product will leverage one-off transactions by providing profile
creation and storage, digital calendar event sync and tracking, and access to communities within
the platform for free and by charging individual gifts at a price higher than the retail value
and capturing the margin. Because we are building a multi-sided market, it is important that the
curator sees the styling fee they keep is appropriate compared to the portion of the sale (captured
margin of retail value) the company keeps. At the time of payment, the buyer will also be informed
of the breakdown of service fees.
To choose the best pricing model, competitor and comparator approaches were closely evaluated.
Direct competitors such as Happy Box, whose differentiation is in taking care of logistics and
includes curated items from a limited list of partners, uses a fixed pricing model based on vendor-
agreed repayments plus shipping; indirect alternatives such as Amazon and physically going to the
store incur non-monetary costs including time, perceived inconvenience and stress, gas, and risk of
COVID-19 contact. Our pricing model compares closely to that of StitchFix, which also charges a flat
fee up front with an additional percentage of the order total given to the curator.
In addition to competitive research, user research played an important role in deciding this
revenue structure. By gauging the customer's willingness to pay in addition to understanding their
monthly and annual budgets for gift-giving - as well as how they have been influenced in light of
the pandemic -, their financial conscientiousness was taken into account in the decision to deliver
full transparency on pricing structure. Although buyers will choose the price range when
completing a profile for a given person and occasion, they have also identified approximately a $20
range when setting a price limit throughout the research process - thus, we have decided on a flat
$20 service fee that will be charged up from and deduced from the final total. A breakdown of
operations, scaling, and research and development (R&D) costs is outlined to further demonstrate
how we will efficiently deliver value to the customer while creating revenue to grow our service.
Public relations
Search engine optimization expertise
Awareness Building
Google AdWords
Instagram advertising (direct, influencer)
Paid Media
Curator commission
Shipping cost reimbursement to curator
Cost of Sales
Initial: None
Scalability: Third-party customer support, web design
consultant/specialist
Operational Costs
Domain
Shopify website and fees
Customer relationship management (CRM) software
Annually Recurring Digital Costs
Initial: Cybersecurity measures
Scalability: Fully-loaded employee costs
Research and Development
ROIRevenue from retail margins -
Operational costs
Cybersecurity measures,
fully-loaded employee costs
6. Monetization & KPIs
Capture. Leads enter the funnel by
curator referrals, paid, and organic
media methods.
Register. User selects "Try It" from the
homepage and is added to marketing
communications once they provide their
email address before entering their
customized portals.
Lock in. To proceed with receiving
curated gift choices, the user must pay a
$20 service fee that will then be
deducted from the order total.
Complete purchase. Since curated
items are priced higher than their retail
value, we capture the margin when the
buyer chooses gifts to either have sent
to their home or directly to the recipient.
7. Abandoning the platform when completing a profile. It is possible that the user
could find the platform to be overwhelming after the initial onboarding process -
answering a few questions about how they intend to use the platform - and
abandon it shortly after registering with their email address. However, since their
email address has been captured, email campaigns that feed the user advice on
gift-giving that helps the process seem less daunting can help to reach them when
they are ready to use the service.
Complicating the process instead of simplifying. As an interviewee noted,
consumers are already overwhelmed by infinite choice and are looking for a
product that helps filter results, not multiply them. Although interviewees who
viewed the wireframes had positive feedback on portal simplicity, adding features
in the future is a risk in that it could turn away users for one of the precise reasons
they joined.
Failure to develop trust between buyers and curators. This is the risk that is
known to keep the product owner up at night as it affects both monetization and
go-to-market strategies. Multiple layers of reaffirming trust between both sides of
the platform, such as by maintaining feedback loops and profile transparency, are
needed to establish trust from the first user touchpoint and to exceed
expectations among both user groups.
Cybersecurity. As a platform that deals directly with consumer payment methods,
it is an attractive opportunity to hackers looking to steal this data. As such, we not
only need to invest in cybersecurity tools and measures but also make them
known to customers to reinforce trust in facilitation of transactions.
When reviewing use cases, storyboards, and wire frames, users voiced concerns that
validated risks and constraints to consider at product launch and beyond. The top
concerns from user interviews and internal product review, which are related to both
technology design and adoption, are outlined below.
Product Risks
& Constraints
"It is often
overwhelming to
live in a culture
of too many
options available
to consumers."
-Emma
"The product
needs to be
something that
gives me a
reason to keep
coming back."
-Nick
"The most
important thing
is to establish
trust that a
stranger is an
expert in solving
my problem."
-Abdullah
8. Next Steps
In light of the described user research and market analysis, we would like to recommend a product launch. To
go to market, we will first target and test the user sub-segment of Hopeless Partners as this has been the most
common use case in research conducted thus far. Channels to raise awareness include a mix of organic and
paid media: Guest blog posts, offering incentives to curators with existing enterprises, targeted Instagram ads
based on user behavior, and search engine optimization. Incentives to curators have been accounted for as an
initial loss, but we believe same-side network effects - for example, "it wouldn't hurt to be present on another
platform to get my name out there - what if my competitors are on it, too?" - will provide the impetus to attract
gift buyers once the curators are onboarded.
Curators are not only an important component of creating revenue; they are business partners in our endeavor
to connect unconfident buyers with expert advise and friendly intervention. As such, we will strive to build trust
by way of monetary transparency, proactive communication on policy and price changes, technical excellence,
and buyer data protection. Of course, these cannot be achieved without incurring the up-front costs of technical
infrastructure as well as recruiting talent, CRM services, and external support as we scale.
The recommendation to push the product stems from a thorough validation of the user need and the ability to
fulfill it with minimal up-front costs; however, this does not preclude the need to plan for scalability in terms of
curator commission negotiations and incentives, lost or stolen items claims, platform security measures, and
other potential unexpected costs. The most important component of our spending is research and
development in creating the clearest, most trustworthy user experience; although we are committed to
continual improvement, we believe extensive research prior to and in the beginning phases of product launch
will create dividends in trust as buyers are introduced to the solution.
Due to the nature of a six-week course to cover the product-building process from ideation to proposal, the
customer research process was primarily qualitative and limited from collecting statistically significant data.
Although we feel confident that the research completed thus far provides for a basis to proceed with a test sub-
segment, we also advise continuing to invest in customer research at a larger scale to reinforce findings and
proposed expenditures.
Launch Prioritization
Complete prototype based on existing customer research. Conduct customer research in
tandem to find quantitative, statistically significant data that reinforces qualitative findings.
Hire a contractor to incorporate cybersecurity measures and place recommendations for
additional tools and software as necessary.
Personally reach out to small- (1-10 employees) to medium-sized (11-25 employees)
business owners; the New York City Metropolitan area is ideal as it would provide the
opportunity to conduct meetings in person as frequent as is helpful and permitting
COVID-19 guidelines.
Onboard business owners to the platform while actively gathering feedback on the user
interface and experience. Offer incentives to the business owners to nudge their buyers to
the platform as a way of working together more closely during a time of physical distance.
Focus on the business owners as the voice of their own customers. Target paid media
spending - from current research on the most effective tools in our market, Instagram and
Google AdWords - to followers and followers similar to those of our curators' accounts and
offer a commission bonus to for curators to drive traffic to their profile on the platform.
Nudging business owners to bring their current customers to the platform emphasizes the
trust those customers have in their small business owner as well as filters early adopters
based on their willingness to try a new means of shopping online.
As the buyer user base grows, hire a web design specialist to become an expert in the
product and collaborate on ways to draw insights from user data and modify UX as such.
Equipped with user data, choose to launch the product to multiple buyer segments.
With a continually growing user base in both curators and buyers, train and negotiate a
contract for an external support team and refer to user data on the necessity for 24/7
support coverage.
1.
2.
3.
4.
5.
6.
7.
10. We were surprised and encouraged to find that the interviewees were eager to share product feature ideas
to reduce friction in the product’s proposed usage. They were thoughtful in sharing points of skepticism that
affected (hypothetically) taking a chance on the product; in this way, my assumption of users requiring
informational proof to build trust with their gift-buyer was correct. Once the product launches, we will test
signals of social proof to find if they contribute to building trust between the customer and the gift-buyer.
When asked if the solution made sense, we appreciated the thoughtful responses that ensued beyond a
simple “yes” or “no.” Immediately after answering the question directly, interviewees described doubts they
were having or identified detailed steps within the process that needed to be more clearly defined. We felt
confident in the storyboard because time was spent on additional details of the solution, not in explaining
the solution itself.
For example, an interviewee referred to the third block in the storyboard to question exactly what details
the gift-buyer is gathering on the gift recipient and what that process looks like, such as a written form
versus a one-on-one conversation with the customer. This interviewee even went so far as to provide
examples of ideal form configurations he had experienced in the past and what made them valuable, such
as conditions and the database he was working within as well as saving his information for a later date so
that he would not have to enter it more than once.
The second question, “do you identify with the solution?”, seemed to resonate on an emotional level with
the interviewees and provided more insight on how the value proposition should be positioned.
Interviewees expressed confusion on deciding which occasions are appropriate to purchase gifts, provided
detailed scenarios in which the solution would be useful, and outlined situations in which they would be
more apt to use the solution than others, which was arguably the most helpful response for this question.
Lastly, we were impressed by the excitement and thoughtfulness shown by the interviewees when asked
how they would improve the solution. Building relationships between gift-buyers and customers was a
common theme that interviewees described would help them track the gifts they’ve given, create profiles for
whom they’ve shopped, and engage in feedback loops with gift-buyers.
Storyboard
12. Flows & Wires
User selects to
try the product and
is launched into the
portal creation quiz
Quiz begins by asking
the user of their
confidence level when
shopping for a gift
User selects
components of gift-
giving process they
would like to improve
upon, which is later
shared with curators
User chooses method
to authenticate the
account, which they will
later use to login
13. Flows & Wires
User "sees" their
responses being taken
into account into how
their portal is organized
User selects to proceed
to their customized
dashboard, which is
captured as a step in the
adoption funnel.
Customized portal displays
with a brief popup tutorial,
guiding the user through
features and ways to
connect with curators and
other buyers.
Clear indication
on where to begin
creating a new gift
14. Users expressed initial acceptance with the wireframes but shared suggestions and feature
ideas once asked about specific points in the process flow. These ideas included extending the
questions of the user quiz to three or four instead of two for the use case shown, reordering
the questions so that the recipient of the gift is established first, and a question more directly
relating to curator matching with skills and experience relevant to the user's profile. Simplicity
of the interface was the most common sentiment expressed.
In light of the current pandemic, the preference to stay home was also noted as a tradeoff for
the traditional process of going to a store and browsing for a gift. A particular respondent, age
60, showed hesitation to use a digital product due to his uncomfortability in his computer
skills; however, the following was recorded when asked what would make the digital process
more approachable:
"I am inclined to just go out and buy an item myself if I can find a way to find a gift more
quickly and because I'm used to going in person, but the health precautions with the pandemic
are competing with this approach. As a result, my enthusiasm for shopping is lessened from
the low level at which it started!"
We were pleased to hear that users found the UI to be clear, non-intimidating, and that the
value of the service they're seeking was reflected in the process flow. A pattern we are seeing
throughout user testing iterations is that the value propositions of convenience and saving
time seem to be more prominent than receiving expert advice and curation; however, this
does not deter the need for users to feel comfortable that the curators are screened and have
social proof for the work that they complete for other clients. Creating and clearly displaying
feedback loops for gift buyer-curator interactions, such as a rating system, will help to
establish trust in this two-sided platform.
Flows & Wires