The most stellar B2B companies offer a personalised, mobile-first user experience that’s built upon an integrated, automated and insightful tech-stack. Beginning with the end in mind and through UX thinking, Danny from Cyber-Duck, the leading digital transformation agency explores how marketers can use service design generate data driven products and insights that improve the customer experience (CX) whilst leverage new tech like AI, automation and personalisation.

1. Talk for B2B Ignite, Tuesday 9 July 2019 | Insights stream
HOW TO USE UX THINKING TO GENERATE
MEANINGFUL MARKETING INSIGHTS

2. 1. How is data impacting us?
2. Should we be completely data driven?
3. How does UX help us?
4. What innovative tech is out there?
@danny_bluestone
QUESTIONS WE WILL ANSWER

3. About me
Introduction
Methodology
Service design
Innovation
Conclusion
@danny_bluestone
OUR TALK TODAY

4. HELLO. I AM DANNY.
@danny_bluestone

5. A digital agency focused on digital
transformation through UX and technology
@danny_bluestone

6. We deliver digital transformation powered by user-centred
design and creative web technology
Our accredited approach delivers brand, websites, systems and campaigns that
perform for your business. We become an extension of your team – that’s our
promise.
ISO
accredited approach
to UCD, quality &
security
14 YEARS
creative, technical
& branding
experience
50+
talented UX,
design & marketing
experts
TOP 5
agency for client
satisfaction
in the UK

7. @danny_bluestone
INTRODUCTION

8. Data meltdowns can equal death
When migrating data or developing new platforms,
data is your oil. Don’t let it flow incorrectly or spill.
@danny_bluestone

9. The top reason startups fail is
down to not understanding
their market well enough
@danny_bluestone
Out of 20 reasons according to CBI Insights

10. Unlike oil, data is infinite
@danny_bluestone

11. https://www.visualcapitalist.com/how-much-data-is-generated-each-day/

12. @danny_bluestone
Data is not just an output, it is
the product and service.

13. @danny_bluestone
Data as input
Too much data causes analysis paralysis

14. @danny_bluestone
Data as output
Incorrect data design will kill products and services

15. @danny_bluestone
The winners will use data not only for
insights but will build better products

16. @danny_bluestone
METHODOLOGY

17. @danny_bluestone
WHERE DO WE START
MARKETING
Strategy, analytics and
optimisation
BRAND STRATEGY
Vision and platform
development
TECHNOLOGY
Progressive web applications and
system development
PROCESS
Project management and
agile operations
USER CENTRED DESIGN
User experience research,
architecture and design
CULTURE
People focused performance
DIGITAL
TRANSFORMATION

18. @danny_bluestone
QUANTITATIVE DATA VS QUALITATIVE DATA
The why or how. Can
lack a holistic view.
The who, what, and
where. Impersonal.
QUANTITATIVE QUALITATIVE
INSIGHTS

19. @danny_bluestone
DATA INFORMED DESIGN
Analyse data
UCD checking
Source / qualify data
Cleanse / structure
INSIGHTS
Business requirements1
2
3
4
5

20. @danny_bluestone
SERVICE DESIGN

21. Service design is the process of defining
the UX, process, back-end, the
technology integrations, data insight
plan and even who does what and when
@danny_bluestone

22. Scenarios focus on common outcomes
Personas are important but scenarios move us beyond
the psychographics to activities, stories and tasks
@danny_bluestone

23. @danny_bluestone
Home
owner
M&A
Engineer
Energy
consultant
Property
developer
SME
Installer
ArchitectSupply chain
manager
HVAC
Installer

24. Blueprints are the gateway to design
They map out the user and data journey over all
business dependencies, operations and system
@danny_bluestone

25. @danny_bluestone
SERVICE DESIGN BLUEPRINTS
SUPPORT
PROCESS
BACK-
OFFICE
STAFF
BRAND
FRONT-END
USER
ACTIONS
DATA
User
Google’s
Chiller or AC
products
User
interacts with
featured
snippet
User arrives
at product
page
User attends
trade show
but forgets
brands
User
interacts with
widget and
requests
more info
User is
greeted and
scanned
Optimised
FAQ answer
appears
Optimised
content
served
following
snippet
Content
team
analyses and
produces
snippets
A cookie is
generated
and tagged
on GTM. Also
tagged on
CRM system.
A cookie is
generated
and tagged
on GTM
Sales analyse
opportunity
once a week
Trade show
API sends
user ID to
CRM
End of trade
show report
generated
with follow-
ups
The team
analyses the
ongoing
performance
of FAQs
New business
case
generated on
CRM and
tagged onto
user ID
PRODUCT ENQUIRY PURCHASING SUPPORT
Automated
reminder
appears to
the user
User is
presented
with bot on
second log-in
User receives
invite to
webinar
User clicks
on email and
goes to
personalised
page
User
interacts with
bot and asks
about a
webinar

26. @danny_bluestone
INNOVATION

27. A common AI design mistake focuses
on utilising the available data rather
than determining what data the
system and users actually need
@danny_bluestone

28. Follow three rules for successful AI
1. Logic - AI depends, just like human brains, on combining observation, data, memory,
creativity, motor coordination, judgement and wisdom.
2. Ethics - Human supervision of machines and machine supervision of humans.
3. Rules - AI needs to work with rules, like cars need the highway code and motor laws.
@danny_bluestone

29. @danny_bluestone
EXAMPLE OF AI

30. Marketing automation enables
identification, scoring, personalisation,
targeting and streamlining of interactions
to deliver a frequent and tailored user
experience
@danny_bluestone

31. @danny_bluestone
AUTOMATION WORKFLOW FOR A MEETUP
Remind: user about
upcoming event
User attends event,
drop-down in SS
User signs up
for event
Confirm: event tickets and
share logistics information
Remind: user about upcoming
event
‘Sorry we missed you’ with
slides and further event
information
‘Thanks for coming’ with slides
and CTA to rate event
One week before
One day before
One week
Newsletter subscription
Introduce CD and sell related
service with case study CTA
User misses event,
drop-down in SS
Newsletter subscription
Introduce CD and sell related
service with case study CTA
User clicks link User does not click
Data removed
Email
User action
Time
CD action

32. 4 principles for marketing automation
1. Identify - You need an email address, CRM entry or unique ID from the start
2. Insights - Learning through data is going to be key
3. Content - The strength of your workflow is only as good as your content
4. Personalisation - Automation works hand-in-glove with personalisation
@danny_bluestone

33. @danny_bluestone
PERSONALISE THE DATA EXPERIENCE

34. @danny_bluestone
CONCLUSION

35. 1. See data as the future of your product / service
2. Qualitative research compliments your data strategy
3. Service design blueprints underpin the CX approach
4. Build scenarios around your personas
5. Use principles for automation, personalisation and AI
@danny_bluestone
CONCLUSION

36. ARKETING
gy, analytics and
optimisation
BRAND STRATEGY TECHNOLOGY
PROCESS
Project manageme
agile operatio
USER CENTRED DESIGN
User experience research,
architecture and design
CULTURE
People focused performance
DIGITAL
TRANSFORMATION
DANNY BLUESTONE // CEO & FOUNDER // CYBER DUCK
THANK YOU