Experience Design Brand, Business, and Behavior DC GRIFFITH @Griffopolis
Aug 17, 2015
Brand, Business, and Behavior
Digital Experiences
griffopolis.com
What is a digital experience, anyhow?This is not your father’s brand
We are going to cut to the chase: In digital marketing
experiences, branding begins before the customer even arrives (and sometimes you won’t know
from where)
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SEO
Ads
Digital Experiences
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Designing for Digital ExperiencesThe Process
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Digital Experiences
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KPIs
Designing Digital Brands for ROIRevenue-based Design
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Sources:“WelcometotheExperienceEconomy”,HarvardBusinessReview,July-August1998,PineIIandGilmore;Fig.,www.poetpainter.com/thoughts/arMcle/a-user-experience-hierarchy-of-needs
One of the biggest differentiators in designing digital experience for marketing is how success is measured (with Key Performance Indicators, “KPIs”):
ROI—Return on investment Conversion—Mid-funnel acquisition, the “buying in” to your brand promise NPS—Net Promoter Score (brand affinity & advocacy) Engagement—How engaged are your users within the experience? The deeper in the click path, the more likely their engaged. Retention—Repeat visits, buying more, less attrition/dropout/off
Retention
ROI
Engagement
NPS
Conversion
Digital Experiences
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Designing for the funnel04
Overview
Ownership Advocate
Brand Funnel
Buying behavior
Digital Strategy
Measurement Objective
Data sources
KPI
Awareness Familiarity Likeability Consideration Purchase
Opinion Forming Research & Short-List
Action Buying/Trial Purchase
Get Attention ConnectInspire &
Inform Persuade Convert Retain
Maximize Quality Optimize Functionality Optimize Content
& Message/SEO Maximize SalesOptimize
Check-out Process
Maximize Repeat Purchase
Competitive Data Usability Testing Qual Research Drop out Analysis Drop out Analysis Satisfaction surveys
SEM Media Primary Purpose survey
Drop out Analysis
Analytics/Clickstream Data
Unique VisitorsSite
Engagement Index
Content Engagement
IndexForm Fills FreeTrials Conversion Rate Retention Rate
Brand, Business, and Behavior
Digital Experiences
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Design to Keep WinningRoger Sterling said it best
“The day you sign a client is the day
you start losing them.”
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The day you connect with a customer is the day you start losing them.
Digital Experiences
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Social CommerceSUBTITLE GOES HERE
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Brand, Business, and Behavior
Digital Experiences
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Are You a Product or an Experience?Products are doing and instant. Experiences are indelible engagements.
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Source: Steven Charles Boone
Brand, Business, and Behavior
Digital Experiences
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Selling ProductNew Coke
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Brand, Business, and Behavior
Digital Experiences
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Selling ExperiencesCorona
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Digital Experiences
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Emotions and Memory Pleasure in successful attainment of (sub)goals
�
While successfully able to achieve a goal results in the likelihood of repeated engagement, a negative experience can have social repercussions resulting in brand aversion.
Source: The role of emotions in marketing Richard P Bagozzi; Mahesh Gopinath; Prashanth U Nyer
Academy of Marketing Science. Journal; Spring 1999; 27, 2; ABI/INFORM Global pg. 184
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Empathy Being meaningful is an essential ingredient to success
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Sources:“WelcometotheExperienceEconomy”,HarvardBusinessReview,July-August1998,PineIIandGilmore;Fig.,www.poetpainter.com/thoughts/arMcle/a-user-experience-hierarchy-of-needs
Empathetic design leverages anthropological day-in-the-life field observations of users in order to bring them the most meaningful experiences.
“An experience occurs when a company intentionally uses services as the stage, and goods as props, to engage individual customers in a way that creates a memorable event.” (e.g. Walt Disney’s “Guests” of Disneyland).
Digital Experiences
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Designing Brands for Sustainability 12
Digital Experiences
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Customers Guiding Brands for Sustainability 13
Digital Experiences
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Going for Global
Whe
reth
eUXteam
isbased
One
loca4o
nManyloca4o
ns
Wheretheproductsareused
OnecultureManycultures
Teamsmaybelocatedanywhere,productsareusedinmanyplaces,
Contribu4onstotheproductarecollabora4ve,withnosinglecenter.
Individualsbringdis4nctperspec4vestothecollabora4on.
Theflatworld:mul4pointcollabora4on
Ateamfromoneplacecreatesproductsusedinmanydifferentplaces.
Theproductiscontrolledcentrally,withinsightsfromtargetaudiences.
Individualsmaytravelforresearch,oruselocalpartnersassurrogates.
Globalreach:travel+localpartners
Ateaminasingleloca4onorcountry,crea4ngaproductusedinthesameplace.
Productmanagementandindividualteammembersareallpartofthetargetculture.
Thelocalworld:singlepointculture
Teamsfrommanyplacesworkonproductsprimarilyforotherloca4onsorcultures.
Projectismanagedfromacentralpoints.
Allworkisbasedonthecultureofthetargetmarket.
Outsourcing:borrowedresources
You cannot learn about a culture without experiencing it. Take pictures, talk to strangers, avoid Starbucks (unless
you want to see how they approach localization, then that’s okay)
SOURCE: Daniel Szuc on Global Research
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Emirates AirA Case Study
Evolving the Emirates.com experience to meet user
expectations and increase likelihood of conversion.
THE CHALLENGE
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The previous Emirates.com was outdated and disjointed WITH TWO SEPARATE SITE—ONE FOR FREQUENT FLYERS AND ONE FOR THE ORDINARY CUSTOMER. And…
•Lack of personalization •Cumbersome online booking
experience (results in less sells) •High bounce rates •Shallow site experience (1-click and
out) •Outdated and incomplete mobile site •Minimal opportunity for up-sell
Digital Experiences
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Emirates AirBefore
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Digital Experiences
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Selling NarrativesFueling customer experience with economics and brand offerings
Find Narrative
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•Look into the tracking data (analytics) - Quantitative •Look for pain points with stakeholders •Compare and contrast with actual pain points of the customer •Become the customer—flying each class, going to different places, converse and observe - Qualitative
Build Narrative
•Map the journey (unified at a primary use case) •Identify secondary journeys through personas (surveys are helpful, so is LinkedIn, and so is EMPATHY) •Tie the personas and journeys back to the business needs •Assign conservative metrics to the bottom lineIterate and Evolve Narrative
•Place meaningful interactions that elicit self-qualifying/or self-guided choices to feed feedback loops for future iterations.
Digital Experiences
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PersonasWhy would your customer care? And just who are they, anyway?
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Digital Experiences
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Social CommerceSUBTITLE GOES HERE
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Digital Experiences
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Selling NarrativesFueling customer experience with economics
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Prototype Field
TestProof Points
Live & monitor
Identify Opportunity Surveys
• Find the broken narrative (users avoid purchasing add-ons)
• Acknowledge the “No’s” from those that fear change, but keep moving
• Find out why—do customer want add-ons? Do they notice when they can add-on?
• High-fidelity experiences, as close to design via tools like Sketch and INvision, will net quality results in testing without burning taxing a lot of resources
• Eye-tracking, UserZoom, Guerrilla testing with customers that fit your persona
• Sell in the results, with affirmative proof points that what you want to do will work.
• Thread in KPIs into the narrative
• Convince to “Yes”
• Push live and be sure to monitor user inputs (e.g. when and where they are clicking, why or why not are they converting)
• YOU CAN’T TEST AGAINST ZERO
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FEEDBACK LOOPS
SOURCE: http://synapticnulship.com/blog/2011/11/09/gamification-and-self-determination-theory/
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Digital Experiences
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Evolving a Brand to an EcosystemExperience beyond Homepage
22The Ecosystem Homepage!
Skywards!
Discover Dubai!Mobile Site!
The Emirates Experience!
Online Booking Engine!
Digital Experiences
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The Emirates Experience EconomyCross-Sell, Up-sell, and Retention = Winning!
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$200MM* increased web sales
*estimated from 20% monthly increase in online sales
Can you remember the last time you had an amazing conversation?
SOURCE: http://www.good.is/posts/how-can-we-design-ourselves-away-from-blah-conversations/
What is Your Brand Promise in a Digital-FIRST World?