Transcript
AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA
Everything you need: › what it is › how it works › putting it into practice
Help customers change you from a frog into a prince.
Personalizing the user experience
AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA
Contents: › what is personalization › how does personalization work? › putting personalization into practice › open discussion
Personalizing the user experience
Download the slides: http://slideshare.net/austingovella/personalizing-the-user-experience
...between 2002 — when [data mining began] — and 2010, Target’s revenues grew from $44 billion to $67 billion.“How Companies Learn Your Secrets” By Charles Duhigg, New York Times, Feb 16, 2012
Personalization improves conversions 20%
How does personalization work? Choices Message relevance Relationship over time
WHAT IS PERSONALIZATION?PERSONALIZING THE USER EXPERIENCE // AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA
InnovationClimb a different mountain
OptimizationClimb your current mountain
Personalization is a tool for optimization
Optimization always compares the change against a baseline.Optimization is always an a/b test.
WHAT IS PERSONALIZATION?PERSONALIZING THE USER EXPERIENCE // AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA
Create a new phone
OPTIMIZATION VS INNOVATION
Create a new product
WHAT IS PERSONALIZATION?PERSONALIZING THE USER EXPERIENCE // AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA
Personalization is a tactic for optimization. Optimization is a strategy. Innovation is a different strategy.
HOW DOES PERSONALIZATION WORK?PERSONALIZING THE USER EXPERIENCE // AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA
Personalization is a 4-step process
Profile visitor
Personalize touchpoint
Visitors engage
Collect data
1. Visitors engage with your touchpoint
2. Collect data about the visitor
3. Profile visitor (guess who they are) using the data you collected
4. Personalize touchpoint the next time they engage
HOW DOES PERSONALIZATION WORK?PERSONALIZING THE USER EXPERIENCE // AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA
2. Collect personalization data at touchpoints
Simple Complex
Collect data for...A single session Multiple sessions
• Track user across sessions• Track user across channels• Merge duplicate user records
Store data on...Client-side Server-side
• PCI data• Medical data• Country regulations
EVENT HORIZONbeyond which you cannot see customer behavior.
Expand horizon with URL trackers and cross-channel tools.
Key question: How can you collect data at touchpoints you control?
HOW DOES PERSONALIZATION WORK?PERSONALIZING THE USER EXPERIENCE // AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA
3. Use data to profile visitors
Match visitors to a target persona based on what you know about them.
Key question: How do you segment your users?
AttributesWhat attributes do they have?
TasksSearch, comparison, rating, download
RolesDoctor, Nurse, Admin
ContextsHome, mobile, field, daytime
MotivationsDrivers, outcomes, barriers, pain points
InterestsIndustry, product category, style, features, brand
aBehaviorWhere are they in their journey?
Funnel stageProspect, customer, advocate
Journey stageDiscover, evaluate, select
Lead score
Engagement valueSitecore’s Engagement Value Score
b
HOW DOES PERSONALIZATION WORK?PERSONALIZING THE USER EXPERIENCE // AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA
4. Four ways to personalize touchpoints for next interaction
a. What appears
? 1
2
3
b. How it appears
?
c. Where it appears
1
2
d. When it appears
1 2 3
Key question: If you change when the content or functional-ity appears, does it improve conversion for this profile?
Key question: If you change what content or function-ality appears, does it improve conversion for this profile?
Key question: If you change how content or function-ality appears, does it improve conversion for this profile?
Key question: If you change the prominence of content or functionality, does it improve conversion for this profile?
PUTTING PERSONALIZATION INTO PRACTICEPERSONALIZING THE USER EXPERIENCE // AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA
the easy way to get started with personalization
A. What appearsa ONE significant conversionWhat behavior can you change to improve a key conversion on your site?
b ONE easy target profileWhat profile can you clearly distinguish from other profiles? What profile has significant enough numbers?
c ONE easy touchpointWhat touchpoint is easy to measure? What touchpoint has a significant amount of interactions (traffic)?
d ONE easy changeWhat change is easy to implement? What content or functionality is easy to produce?
complete purchase, create account
prospective customer, current customer
homepage, email newsletter
carousel/hero, related content
Checklist Examples
If you or your organization are new to personalization, start with something that is easy to optimize and easy to measure.
PUTTING PERSONALIZATION INTO PRACTICEPERSONALIZING THE USER EXPERIENCE // AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA
Personalization is a learning processStrategy
who, what, where, when, and why
Productioncontent and assets
Implementcollect data, profile visitor, personalize
Measurereport analytics versus baseline
Analysisfind insights
Optimization is about learning what works better. Personalization requires strategy, content, and that you close the learning loop.
Austin Govella is an Experience Director with Avanade Digital where he helps enterprises reinvent how they connect with employees and customers.
Prior to Avanade, Austin worked for Comcast Interactive Media where he worked on early versions of Comcast Xfinity.
In 2009, he co-authored the second edition of Information Architecture: Blueprints for the web with Christina Wodtke for New Riders/Peachpit, and he’s spent the last few years studying how agile teams, lean companies, and user experience designers can work better together.
Austin Govella has designed successful user experiences for the web and mobile since 1998.
He is currently writing a book on collaborative design for O’Reilly Media.
About Austin Govella
PERSONALIZING THE USER EXPERIENCE // AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA
Connect with me online
• On LinkedIn• Twitter @austingovella• On Facebook
Photo credits
Pacifier, “Pacifier for newborn” by Crisco 1942 https://commons.wikimedia.org/wiki/File:Pacifier_for_newborn,_2015-07-12.jpg
Easy button, “That was easy” by catharticflux https://www.flickr.com/photos/cathartic-flux/2484317019
“Origami frog prince” by Orestigami http://orestigami.deviantart.com/art/The-Origami-Frog-Prince-227184847
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