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![Context: Through the Eyes of the
Customer
User Experience
• a broad term used to explain all aspects of a person’s experience with
the system, including the interface, graphics, industrial design,
physical interaction, and the manual.[1]
• It also refers to the application of user-centered design practices to
generate cohesive, predictive and desirable designs based on holistic
consideration of users’ experience.[2]
Wikipedia http://en.wikipedia.org/wiki/User_experience_design
[1] Peter Merholz (2007). "Peter in Conversation with Don Norman About UX & Innovation". Adaptive Path
[2]"What is user experience design?". IBM.
Collaborate | Innovate | SucceedS M Marketing Mechanics © 2013 12](https://image.slidesharecdn.com/goldmineofcustomerinsight20130326-130326144149-phpapp01/75/Goldmine-of-Customer-Insight-20130326-12-2048.jpg)
Goldmine of Customer Insight 20130326
- 1. Driving Product Success TheGoldmine of Customer Insight Collaborate | Innovate | Succeed SM Marketing Mechanics © 2013
- 2. Premise “It isthe customer who determines what a business is. For it is the customer … who through being willing to pay for a good or service, converts economic resources into wealth, things into goods.” Peter Drucker “It turns out to be really hard in practice to base all marketplace decisions firmly and clearly on insights into what customers value and how customers behave.” Barbara E. Bund Collaborate | Innovate | SucceedS M Marketing Mechanics © 2013 2
- 3. Today’s Topics •BriefIntroduction to Marketing Mechanics • The Challenge: Driving Product Success • The Organizational View: Customer Centric • Who is the customer anyway? • Context: Through the Eyes of Your Customer • Customer Market and Business Views • Customer Lifecycle and Experience • User Workflow • User Experience Collaborate | Innovate | SucceedS M Marketing Mechanics © 2013 3
- 4. Marketing Mechanics: Product Philosophy Value, not Technology Finance Partners Focus on delivering Service & Sales Support CUSTOMERS value to customers Marketing Operations Engineering The Wheel of Value Marketing Mechanics © 2005 - 2013 Collaborate | Innovate | SucceedS M Marketing Mechanics © 2013 4
- 5. The Challenge: DrivingProduct Success • How does your organization define success? • How does your organization measure success? • Who owns product success? Collaborate | Innovate | SucceedS M Marketing Mechanics © 2013 5
- 6. The Organizational View: Customer Centric • Who is the customer, Finance Partners anyway? Service & Sales • Whose view matters? CUSTOMERS Support Marketing Operations Engineering The Wheel of Value Marketing Mechanics © 2005 - 2013 Collaborate | Innovate | SucceedS M Marketing Mechanics © 2013 6
- 7. Context: Through theEyes of the Customer Customer Market and Business Views • What market is your customer in? What are their business priorities? • Who are their customers and what value do they deliver to those customers? • Who is their competition? • Who are their partners? • What trends impact their business success? Collaborate | Innovate | SucceedS M Marketing Mechanics © 2013 7
- 8. Context: Through theEyes of the Customer Lifecycle and Experience Sales s Contact nes re Pr view wa Re od A uc t or t up tac t S n E s p Co ng ine Bu ag ss e Use t Produc Collaborate | Innovate | SucceedS M Marketing Mechanics © 2013 8
- 9. Context: Through theEyes of the Customer User Workflow Understand the context within which the customer/user performs tasks, reaches goals. • What are the users’ goals? Strategic, tactical, personal, business, etc. • Who participates (who does your user interact with towards achieving goals?) • What steps are taken, processes used to achieve goals? Extras • Map your solutions to workflow to find gaps and other opportunities for growth • Map your competitors’ solutions to workflow to assess strengths and weaknesses Collaborate | Innovate | SucceedS M Marketing Mechanics © 2013 9
- 10. Category Coverage DAM Multi-format Support DAM Meta-data Asset Storage CDN Integration Ingest, Preparation, Category Coverage DRM Support Collaborate | Innovate | SucceedS M Distribution Policy Admin. Distribution Management Policy & Rights Watermarking Category Coverage Flexible business models Settlement. Revenue sharing Customer Ad integration Commerce Support Brandable Player Category Coverage Adaptability User Workflow: Digital Video Delivery Methods File Formats Delivery platforms/ infrastructure DAM Integration Delivery / Distribution Geographic Filter (GeoIP) Delivery Meta-data Content Hosting Searchable Catalog Category Coverage User Experience metadata Content Performance Context: Through the Eyes of the Marketing Mechanics © 2013 Analytics Reporting/ Ad Performance 10
- 11. Context: Through theEyes of the Customer User Workflow: 3 – 5 major phases Who What is participates? accomplished? What are What is the their roles? end-goal? •Platform Info, data, engineer Phase 1 documents Phase 2 Phase N •Hardware transferred •Tasks to next •Tasks •Tasks engineer •Decisions phase •Decisions •Decisions •Legal … •Etc. Collaborate | Innovate | SucceedS M Marketing Mechanics © 2013 11
- 12. Context: Through theEyes of the Customer User Experience • a broad term used to explain all aspects of a person’s experience with the system, including the interface, graphics, industrial design, physical interaction, and the manual.[1] • It also refers to the application of user-centered design practices to generate cohesive, predictive and desirable designs based on holistic consideration of users’ experience.[2] Wikipedia http://en.wikipedia.org/wiki/User_experience_design [1] Peter Merholz (2007). "Peter in Conversation with Don Norman About UX & Innovation". Adaptive Path [2]"What is user experience design?". IBM. Collaborate | Innovate | SucceedS M Marketing Mechanics © 2013 12
- 13. Context: Through theEyes of the Customer Research Goal: Test hypothesis •Develop hypothesis •Identify best methodologies for test •Work with organization to define test Collaborate | Innovate | SucceedS M Marketing Mechanics © 2013 13
- 14. Context: Through theEyes of the Customer Methodologies Programmatic Sources •Advisoryboards •Existing customers •User conferences •Panels •Community •Target customers Occasional and Regular •Community •Surveys •Interviews •Focus Groups •NetPromoter Collaborate | Innovate | SucceedS M Marketing Mechanics © 2013 14
- 15. Drive Product Success Organizationfocus on • Customer delight across all value touchpoints • A broader scope for high-value innovation • Greater business success Collaborate | Innovate | SucceedS M Marketing Mechanics © 2013 15
- 16. Marketing Mechanics Differentiators •Thought-leadership •Exceptional problem-solving skills •An extensive network of product professionals •Frameworks and methodologies for driving product success Deliverables •Research for customer and market understanding •Customized, built-to-fit processes and programs •Team development and training in all aspects of product management Experience •Clients include start-ups to $multi-billion in revenues, in diverse markets and technologies Collaborate | Innovate | SucceedS M Marketing Mechanics © 2013 16
- 17. Ellen Grace Henson egh@mktgmech.com 408 835 2577 Collaborate | Innovate | SucceedS M Marketing Mechanics © 2013 17
Editor's Notes
- #5 Increase opportunities for value and innovation Cross-functional Includes value delivered by other ecosystem players (partners, etc) Integrated and responsive to well-identified and validated customer needs Across all aspects of the Wheel of Value
- #10 Important to understand the customer’s world, the context within etc At Marketing Mechanics we use a technique we refer to as a “customer workflow model” to better understand the context within which the users of products and services need to work. It’s very likely that your customer participates in a larger process, contributing to only a part of the final work product their company produces. As an example of this workflow approach, let’s take a look at the production and distribution of digital video over the internet. User workflow? Context for the users’ work user?