Brand, Business, and Behavior - Overview

Experience Design Brand, Business, and Behavior

DC GRIFFITH @Griffopolis

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

http://griffopolis.com

Digital Experiences

www.griffopolis.comBrand, Business, and Behavior

Designing for Digital ExperiencesThe Process

02

http://www.griffopolis.com

Digital Experiences


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


http://www.poetpainter.com/thoughts/article/a-user-experience-hierarchy-of-needs

Digital Experiences


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



Digital Experiences

griffopolis.com

Design to Keep WinningRoger Sterling said it best

“The day you sign a client is the day

you start losing them.”

05

The day you connect with a customer is the day you start losing them.


Digital Experiences


Social CommerceSUBTITLE GOES HERE

17



Digital Experiences

griffopolis.com

Are You a Product or an Experience?Products are doing and instant. Experiences are indelible engagements.

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Source: Steven Charles Boone



Digital Experiences

griffopolis.com

Selling ProductNew Coke

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Digital Experiences

griffopolis.com

Selling ExperiencesCorona

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Digital Experiences


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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Digital Experiences


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).


http://www.poetpainter.com/thoughts/article/a-user-experience-hierarchy-of-needs

Digital Experiences

www.griffopolis.comBrand, Business, and Behavior 13

Designing Brands for Sustainability 12


Digital Experiences


Customers Guiding Brands for Sustainability 13


Digital Experiences


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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Digital Experiences


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


Emirates AirBefore

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Digital Experiences


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


PersonasWhy would your customer care? And just who are they, anyway?

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Digital Experiences


Social CommerceSUBTITLE GOES HERE

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Digital Experiences


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


Digital Experiences


FEEDBACK LOOPS

SOURCE: http://synapticnulship.com/blog/2011/11/09/gamification-and-self-determination-theory/

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http://synapticnulship.com/blog/2011/11/09/gamification-and-self-determination-theory/

Digital Experiences


Evolving a Brand to an EcosystemExperience beyond Homepage

22The Ecosystem Homepage!

Skywards!

Discover Dubai!Mobile Site!

The Emirates Experience!

Online Booking Engine!


Digital Experiences


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


http://www.emirates.com/us/english/

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?

http://www.good.is/posts/how-can-we-design-ourselves-away-from-blah-conversations/

Experience Design Brand, Business, and Behavior

DC GRIFFITH @Griffopolis

Brand, Business, and Behavior - Overview

Marketing

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