From everyone to 1-2-1: Treating your customers as individuals online

From everyone to 1-2-1Treating your customers as individuals online

Ryan Sackett, Head of UX Design, Blonde

#signalnoise #personalisation

1. Why I’m interested

2. What this thing is

3. How we make use of it

From everyone to 1-2-1

1/3

From everyone to 1-2-1

Several years.

A few projects.

Some hard lessons.

A bunch of reading.

“That’s what the personalisation will

do”

From everyone to 1-2-1

“The personalisation will take care of that

stuff”

From everyone to 1-2-1

(waving at the screen) “That’s it. That’s the

personalisation”

From everyone to 1-2-1

From everyone to 1-2-1

Often requested. Rarely understood.

2/3

From everyone to 1-2-1

“Web pages are personalized based on the characteristics (interests, social category, context, ...) of an individual.

Personalization implies that the changes are based on implicit data, such as items purchased or pages viewed.”

Wikipedia

From everyone to 1-2-1

“Serving tailored content based upon a model of behaviour, needs or preferences.”

Me

From everyone to 1-2-1

Anonymous

CustomisationUsing attributes like location; search terms, device etc.

Behaviouralaka (re)targeting - using online behaviour (from on and off the site) to target them

Known

ExplicitUsing things like preferences and settings (via login). User is likely to be aware

ImplicitUsing a range of data, typically historical transaction. User is likely to be unaware

Via Paul Boag

Via Paul Boag

Via Paul Boag

Via Paul Boag

Via Paul Boag

Register

Socialconnect

1.

2.Ruled-basedPersonalization

History + behavior Merge mobile &laptop history

Explicitpersonalisation

History, data andsocial datapersonalization

Ruled-basedPersonalization

5.

6.

3/3

Research Concept

Design

Build

Launch

ModelsScenarios Prototypes

FlowsWireframes

Usability testing Expert review

Analytics reviewBenchmarkingKPIs

User needsPersonasLandscapeBrand review

UX, CreativeDesign

From everyone to 1-2-1

1. Know your online and offline universe

2. Align strategic themes, objective and goals

3. Know your users (and communicate their needs)

4. Asses the clients’ digital maturity (and readiness)

5. Don’t skip the design process

Thank you

@ryansackett

#signalnoise #personalisation