Do you understand data brings value to your business? Many marketers still struggle to prove its point in the customer experience journey. But worry not, in this webinar we will dive deeper into the world of experience design, highlight how to put data to work and how to drive tangible outcomes in the design process.

1. Powered by
What’s Next:
Using Data to Create
Impactful Experiences

2. Welcome
Kristin Youngling
Senior Director, Data Strategy
Experience Design Group, Ogilvy
Heidi Hillenbrand
Lead Experience Designer
Experience Design Group, Ogilvy

3. Tell us
where you
are dialing
in from!
What’s the weather
like in your city?

4. Do you
want this
deck?
It will be available for download
shortly after the webinar on:
slideshare.net/socialogilvy
Ogilvy staff: It’s also on
The Market!
themarket.ogilvy.com

5. September 7, 2018
1 2 3 4
Agenda
Core capabilities
The
opportunity
Taking action Questions???
5

6. Data is
critical to the
design
process.

7. Data informs
decision-
making and
quantifies the
impact of design
solutions.
STRATEGIC INSIGHT
Data provides strategic insight into customer behaviors,
design direction and business opportunities.
1
FRAMEWORK FOR SUCCESS
It provides a framework for defining, refining and
articulating goals.2
MEASURABLE DESIGN OUTPUTS
A method for holding design work accountable for
delivering on goals.3
September 7, 2018

8. Our approach allows us to
measure the impact of
design solutions on
business outcomes
We actually hold our
work accountable!

9. Today’s data
landscape is
ripe for
opportunity

10. 90% of all data has
been generated in the
last 4 years

11. By 2020 the world
will have 50 billion
connected devices

12. Currently less than
0.5% of all data is ever
analyzed or used

13. We’re failing to track it

14. We’re failing to track it

15. We’re failing to track it

16. We’re failing to track it

17. We’re failing to track
We’re failing to
contextualize it

18. We’re failing to track it
We’re failing to
contextualize it
We’re failing to
apply it

19. THE BIG QUESTION
Ok, I get it… but where
should we start?

20. 20
Understanding what
your customers are
doing and why they
are doing those
things is crucial.
START WITH THE USER

21. ?
What
are my customers
doing?
Why
are they doing
those things?

22. QUALITATIVE
OPPORTUNITIES
QUANTITATIVE
OPPORTUNITIES
?

23. QUALITATIVE
OPPORTUNITIES
QUANTITATIVE
OPPORTUNITIES
?
Click through rates (CTRs)
A/B testing
Search metrics
Conversion
Ad engagement
Behavior flows
Eye tracking
Geographic data
Call centre
Opt-in rates
In-page analytics
Event tracking
Heat maps
Task success
Email metrics
Demographic data
NPS
Marketing research

24. QUALITATIVE
OPPORTUNITIES
QUANTITATIVE
OPPORTUNITIES
?
Click through rates (CTRs)
A/B testing
Search metrics
Conversion
Ad engagement
Behavior flows
Eye tracking
Geographic data
Call centre
Opt-in rates
In-page analytics
Event tracking
Heat maps
Task success
Email metrics
Demographic data
NPS
Marketing research
Customer feedback
Surveying
Usability testing
Focus groups
User interviews
Stakeholder interviews
Other qual research

25. QUALITATIVE
OPPORTUNITIES
QUANTITATIVE
OPPORTUNITIES
Click through rates (CTRs)
A/B testing
Search metrics
Conversion
Ad engagement
Behavior flows
Eye tracking
Geographic data
Call centre
Opt-in rates
In-page analytics
Event tracking
Heat maps
Task success
Email metrics
Demographic data
NPS
Marketing research
Customer feedback
Surveying
Usability testing
Focus groups
User interviews
Stakeholder interviews
Other qual research

26. The best approach
marries quantitative
qualitative data to build a
complete user profile & drive
informedexperiencedecisions.

27. Gathering the
insights

28. CRITIQUE CURRENT
STATE
INVESTIGATE
THE USERS
+

29. MAKE DATA
REQUESTS
CRITIQUE
CURRENT STATE
INVESTIGATE
THE USERS

30. REVIEW AND
ANALYZE DATA
RECEIVE DATA
CRITIQUE
CURRENT STATE
INVESTIGATE
THE USERS

31. REVIEW AND
ANALYZE DATA
LOADS OF
KEY INSIGHTS
=

32. Let’s walk
through a
hypothetical
example!

33. MOO!

34. MOO!
100% not real

35. We measure
users milk
subscription
habits and
purchasing
behavior.
$ $ $
$ $
$
$ $
$ $
$ $
QUANTITATIVE

36. And track
users app
engagement.
QUANTITATIVE

37. Moo is
rocking and
our
customers
seem to
love us.
$$$
QUANTITATIVE

38. Until the
July 2018 Decline :(

39. In July we
notice after 3
months of
membership
28% of users
cancel.
QUANTITATIVE

40. Why?!

41. Is it our
product?

42. Our customer
service?

43. Our app?

44. We decide to
send a survey
to 1,000
customers who
canceled their
membership
after 3 months.
QUALITATIVE

45. “Milk fatigue…
— 256 customers noted

46. “The milk tracker was
inaccurate…
— 382 customers noted

47. Our
ProcessThe process
by tracking
audience
behavior
holistically…
1

48. Our
ProcessThe process
by tracking
audience
behavior
holistically…
Identifying
trends…
1 2

49. Our
ProcessThe process
by tracking
audience
behavior
holistically…
identifying
trends…
and surveying to
our customers…
1 2 3

50. Our
ProcessThe process
We are able to
create a holistic
customer journey
map with quantitate
and qualitative
insights.by tracking
audience
behavior
holistically…
Identifying
trends…
and surveying to
our customers…
1 2 3 =

52. Taking a
closer look

53. Delivery Schedule
✓
Now we are
prepared to
start fixing our
mistakes.

54. DELIVER FRESH MILK
Every Monday
Every Tuesday
Delivery Schedule
Every Wednesday
Every Thursday
Every Friday
Now we are
prepared to
start fixing our
mistakes.

55. DELIVER FRESH MILK
Every Monday
Every Tuesday
Delivery Schedule
Every Wednesday
Every Thursday
Every Friday
Now we are
prepared to
start fixing our
mistakes.

56. And tracking
its impact. Increase customer satisfaction
Decrease cancellations
(Key Performance Indicators!)

57. Examples

58. September 7, 2018 58
Global Airline -
Data-Driven Personas

59. Global Airline - Data driven user journey

60. Healthcare - Data driven user journey

61. Healthcare - Data driven user journey

62. CPG - Data driven user journey
High
Medium
Low
ACTIONS
ENGAGEMENT
MEMBERSHIP
TRIGGERS
Decides to sign-up for DSC
(aware of some grooming products)
“Dan Patrick probably knows what
he's talking about, I really do need to
sign up for Dollar Shave Club and
check out that Shave Butter.”
"Such an interesting concept...love what this
guy started. I need to look into this."
“There's the Shave Butter Dan Patrick
mentioned. Wonder how it compares to the
shave cream I use...I think I’ll give it a try.”
“I'll go with the Exec, looks like the
best one they have.”THINKING
BARRIERS
METRICS
BLADE SELECTION ADD-ONS PAGE
Curious about DSC
Frustrated with inconvenience and price
of purchasing razors in-store
• Building trust
• Personalized grooming products shown base
Trusts influencer, motivated to sign-up
Figures he may as well try a product that
might help give him a better shave
Selects blade
(Executive)
Adds Shave Butter
+
Fed-up with the price
of in-store razors
Fed-up with inconvenience
of purchasing razors
in-store
Hears Dan Patrick talk
about DSC and the Shave
Butter on his radio show
AWARENESS
SPARKS
Sees DSC video
Hears about DSC
on the radio
Sees a
Facebook ad Visits DSC.com
to check out the brand
75%
of site visitors
are guests
37%
of those who are aware of DSC
note they are likely to consider
doing business with DSC
Only 12%
of companies
successfully upsell or
cross-sell to new
customers
INDUSTRYTREND
92%
of people trust
recommendations from
individuals (even if they don’t
know them) over brands
INDUSTRYTREND
60%
of online shoppers say
they shop at their favorite
retailer because the prices
are good
INDUSTRYTREND
INTENT MEMBERSHIP TRIGGERPHASE AWARENESS SUBSCRIBE
My monthly Dollar Shave Club deliveries
feel like an indulgence, even though they
don’t cost that much, which I love. The razor
is great and I’ve enjoyed trying quite a few
of their products and plan to keep exploring
what they have. At this point, I actually don’t
want to be without my DSC products.
Curtis is a successful small business owner,
pursuing his passion as an artist on the side. He
is married and has two children. Curtis has
started to enjoy the process of grooming more
since signing up for DSC.
Over the years he has tried a variety of
grooming products and is on a quest to find
products that help him feel confident and put
his best foot forward each day. He is ambitious
across all aspects of life and will proactively
seek out products that help him feel in control
and prepared for what life throws his way. He’s
tried and repeat-purchased many DSC
grooming products. The products have worked
well for him based on his needs.
Curtis the
Confident Explorer
EMOTIONS
POSITIVE NEGATIVENEUTRAL

63. I’d like to hear
more about
business goals
and proving
out ROI?
WAIT A SEC….

64. The Measurement
Framework

65. 65
How do we
define success
and a plan for
measuring it?
MEASURING

66. Measuring the work
Business +
User
Objectives

67. Measuring the work
Business +
User
Objectives
UX Principles +
Optimizations

68. Measuring the work
Business +
User
Objectives
UX Principles +
Optimizations
Success
Metrics
(UX KPIs)

69. Measuring the work
KPI Data Sources
SITE ANALYTICS
SURVEY DATA
USER TESTING
CUSTOMER FEEDBACK
SALES DATA
ETC.
Business +
User
Objectives
UX Principles +
Optimizations
Success
Metrics
(UX KPIs)

70. How to build a measurement framework
Goal
KPIs Methodology Benchmark
UX Optimizations Success Metrics
What you are trying
to achieve with the
project.
Priority experience design
outputs that aim to achieve
these goals.
Measures of success
we use to track
effectiveness of the
UX optimizations.
Recommendations for
how to measure each
KPI and establish
benchmarks.
Initial measurements as
baseline for ongoing
optimizations (where
applicable).

71. 71
This is how we
prove ROI for
the business
and user!

72. A Measurement Framework is like a project
blueprint — it translates top-line business
and user objectives into a set of UX
optimizations and identifies metrics to gauge
the effectiveness of these optimizations.

73. Questions?
Kristin Youngling
Senior Director, Data Strategy
Experience Design Group, Ogilvy
Heidi Hillenbrand
Lead Experience Designer
Experience Design Group, Ogilvy

74. Thank you.