Download to read offline
Uploaded byMonetate
From Purpose to Person (Matthew Niederberger)
The document discusses the concept of 'wu wei,' emphasizing natural behavior and user interaction in digital environments, particularly on websites. It highlights the importance of recognizing user segments, notably returning and existing customers, to enhance personalization and address common barriers to action, such as lack of knowledge and privacy concerns. The text advocates for transparency and understanding in personalization efforts to improve user experience and aims to motivate individuals to overcome self-imposed limitations in achieving their goals.
More Related Content
Similar to From Purpose to Person (Matthew Niederberger)
From Purpose to Person (Matthew Niederberger)
- 1. From Purpose toPerson!
- 2. Actually…! it is aboutthe progression of both.!
- 3. What stops usfrom starting?! Ajourney of a thousand miles must begin with a single step.! - Lao Tzu Translated The way of the path and the virtue (loosely)
- 4. Wu Wei &Theory of NonAction! The Wu Wei theory states that beings act naturally in accordance with the Tao, they do not "do" something, they just behave as they are naturally ordained to. Example Trees don’t take action to grow, they just do.
- 5. Wu Wei &Websites! Websites are the ultimate example of ‘always on’ mass communication. “They do not ‘do’ something, they just behave as they are naturally ordained to.” Users are the trees, our websites their environment We limit user interaction and block natural behavior by not respecting the individual.
- 6. Wu Wei &Personalisation! Knowing to Act Knowing Not to Act Not Acting Acting 1 2 3
- 7. Start with ‘shouldyou act’.! Why? To convince the boss…
- 8. Get data tobuild your case! Digital analytics, heatmap analysis, surveys, or even simpelA/B testing* * focus on getting data, not the method
- 9. The proof isinside…
- 10. 1 simple persuasiontechnique! Show them that users act different based on 3 simple segments (2 shown here): All Visitors Returning Visitors Looking at 95% significance or higher, all visitors matches returning visitors various goals various goals
- 11. Returning Visitors 1 simplepersuasion technique! Show them that users act different based on 3 simple segments (2 shown here): Customers Looking at 95% significance or higher, returning visitors behave differently than customers various goals various goals
- 12. 1 simple persuasiontechnique! Conclusion #1! Returning visitors natural drive is to:! • need more information before committing and therefore proceed to the product detail page! • choose a welcome gift (new customers only) and then proceed to purchase process various goals
- 13. 1 simple persuasiontechnique! Conclusion #2! Existing customers natural drive is to:! • seek more contact with company; research suggests for customer support reasons! • enter the purchase process from this page which lets them up-/downgrade their subscription
- 14. What stops usfrom starting?! “Ajourney of a thousand miles must begin with a single step.”! Some of the more common reasons for not starting:! • Don’t know where to start! • Not enough (skilled) resources! • Costs are to steep! • Worried about privacy lash back
- 15. Acting & KnowingtoAct! Knowing to Act Knowing Not to Act Not Acting Acting 1 2 3
- 16. It all boilsdown to this.! Scan Focus 1 = many 1 = few 1 = 1 1 = plenty Personalisation is the most granular level of user segmentation. Personalisation is also a process of adapting a business culture to a user’s natural flow.
- 17. Rule #1 =Bite < Chew! Resources needed 1 = many 1 = few 1 = 1 1 = plenty People Time Money
- 18. Rule #1 =Bite < Chew! 1 = many 1 = few 1 = 11 = plenty Are you generating internal traction and ROI, becoming more skilled? Increase investment and move on to next level of granularity.
- 19. 100 1 23 4 5 6 7 8 9 10 -2 -1 0 1 2 3 4 5 6 7 8 9 Time Money Investment ROI Skills & Resources Initial Investments Bottom Line! Move to next level
- 20. Acting & KnowingtoAct! Knowing to Act Knowing Not to Act Not Acting Acting 1 2 3
- 21. Some of themore common reasons for not starting:! • Don’t know where to start! • Not enough (skilled) resources! • Costs are to steep! • Worried about privacy lash back What stops us from starting?! “Ajourney of a thousand miles must begin with a single step.”!
- 22. Privacy Matters! …but privacyisn’t anonymity. In a 2014 study on offline shopping, consumer stated, 8 out of 10, that they would not like it if their in-store behavior would be tracked, but 61% would be willing to consider it if given enough incentive, something in return.!
- 23. Privacy Fears! “Fear stemsfrom lack of understanding.” Tips to improve understanding:! !•!talk about recommendations (helpful), not personalisation (pushy and infringing)! !•!make users feel in control! !•!trigger participation by incentives, or gamification like Amazon Betterizer! !•!be transparent on personalisation usage! !•!don't be the stalker, be the assistant, be the bringer of good news! !•!always allow users to change their settings
- 24.
- 25.
- 26. Be the assistant! “improveyour shopping experience”
- 27. Allow users tochange settings!
- 28. Acting & KnowingtoAct! Knowing to Act Knowing Not to Act Not Acting Acting 1 2 3
- 29. Some of themore common reasons for not starting:! • Don’t know where to start! • Not enough (skilled) resources! • Costs are to steep! • Worried about privacy lash back What stops us from starting?! “Ajourney of a thousand miles must begin with a single step.”!
- 30. This is you…after today.
- 31. The only thingstanding between you and your goal is the bullshit story you keep telling yourself as to why you can't achieve it