This document discusses user experience testing and proactive digital experiences. It advocates for customizing experiences based on user behavior, context, and journey. Tools are needed to recognize users, build profiles, and recommend personalized experiences. The goal is to guide users and provide contextual offers. Having an engaged team of "artisans" who learn experientially is important for driving value beyond just tools.

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User Experience Testing:
Practical Cases
Nicolas Visiers Würth
SAN
@visiers
1
nicolas@multiplica.us
https://www.linkedin.com/in/nicolasvisiers

2. BCN MAD SCL MDE LIM MEXBOG MIA SFOBUE
80 / 20
Nicolas Visiers Würth
SAN
@visiers
2
nicolas@multiplica.us
https://www.linkedin.com/in/nicolasvisiers

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- Based in Silicon Valley
- Engaged Digital Artisans

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We already achieved great things
- Transactional sites
- User Friendly
- Testing
- Clear call to action
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- CRO — GRO
- Tools, tools, tools

5. experimentados
primerizos
tradicionales
impacientes
expertos
desconectados
EDAD
GENERO
GRUPO SOCIOECONÓMICO
NIVEL EDUCACIONAL
digitales
COSTUMBRES
NECESIDADES
ROLES
¿Tiene sentido?
What else?
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6. Proactive digital
experiences?
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7. - Relevant
- Responsive
based on behavior, context, journey
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- Reacts
- Relationships
4 R’s

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Prediction
9
Syncronization
Context
1
Recognition
2
Profile
3
Road to a proactive site
8
Customize Segment Recommend Proactivity
4 5 6 7

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Get my attention

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And make it personal

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Guiding me to an
experience

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Or asking for
forgiveness for
mistakes made

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I move, and I start getting
contextualized offers, online and on the
mail.
From: U.S. Postal Service ChangemyAddress@usps.gov
Subject: USPS Change of Address Moving Deals
Date: May 22, 2017 at 11:39 AM
To: NICOLAS@VISIERS.COM
Official USPS®
Change of Address
Dear VISIERS WURTH Family,
Below are the offers you are eligible to receive
as part of your change of address request on
May 22, 2017.
Exclusive Offers:
Ask how you can enjoy the same rate for 2 years.
TV, Internet & Home Phone
Expiration Date: 06/30/2017 - Redeem Offer
Save 25% on Home Security
Add XFINITY Home
Expiration Date: 06/30/2017 - Redeem Offer
20% off your ENTIRE purchase
Expiration Date: 07/01/2017 - Redeem Offer
12% OFF & FREE SHIPPING OVER $45&✝
Overstock.com
Expiration Date: 06/30/2017 - Redeem Offer
10% Off Your Entire Order!
Wayfair.com
Expiration Date: 07/31/2017 - Redeem Offer

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Make me a better shopper

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15And you know my size

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You know where we are going

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You have adjusted my CTA

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You ask me, and then share
information because you want to
help me succeed.

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Honest and transparent

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x.ai works the numbers

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1st visit

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2nd visit

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Upgrade & improve: I want it!
WTF?

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Compelling images…

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Because I project pain and pleasure better.

27. Context
1
Recognition
2
Profile
3
Road to a proactive site
27
Customize Segment Recommend Proactivity
4 5 6 7
8
Prediction
9
Syncronization

28. - Relevant
- Responsive
Adapt to your own business!
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- Reacts
- Relationships
4 R’s

29. How to get this done?
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TOOLS, TOOLS, TOOLS
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TOOLS
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TOOLS, TOOLS, TOOLS

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TOOLS
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TOOLS, TOOLS, TOOLS

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Genuine and authentic
engaged team

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“Engaged ARTISANS”

35. Make sure decisions are made, and fast.
“There are endless options that would serve you
enormously well, and all or any one of them is
better than no decision” A. Hicks
35

36. Get everyone on board, and make sure that they
are supportive of the team.
36

37. Everyone can have an opinion vs. everyone has
a vote.
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38. Try to fail fast and recover even faster.
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39. The best learning is “experiential”.
39

40. Diversity, team dynamics, make sure people are
not “getting bored”.
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41. Align goals, KPI’s and if you have a bonus
compensation for your team make sure it is
aligned with your optimization strategy.
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42. Spend time and $ in making sure that your team
or agency partner is engaged.
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43. 80 / 20?
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44. 80 / 20?
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Your team will drive more value than your tools.

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Value = (Knowledge + Skill) x Attitude*
* Victor Küppers
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ARTISANS
Aprentice:“a new generation of practitioners of
a trade or profession with on-the-job training
and often some accompanying study”*
* Wikipedia

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ARTISANSAPRENTICEMASTER ARTISAN
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Gracias !
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Nicolas Visiers Würth
@visiers
nicolas@multiplica.us
https://www.linkedin.com/in/nicolasvisiers