Talk for B2B Ignite, Tuesday 9 July 2019 | Insights stream

HOW TO USE UX THINKING TO GENERATE MEANINGFUL MARKETING INSIGHTS

1. How is data impacting us? 2. Should we be completely data driven? 3. How does UX help us? 4. What innovative tech is out there?

@danny_bluestone

QUESTIONS WE WILL ANSWER

About me Introduction Methodology Service design Innovation Conclusion

@danny_bluestone

OUR TALK TODAY

HELLO. I AM DANNY.

@danny_bluestone

A digital agency focused on digital transformation through UX and technology

@danny_bluestone

We deliver digital transformation powered by user-centred design and creative web technology

Our accredited approach delivers brand, websites, systems and campaigns that perform for your business. We become an extension of your team – that’s our

promise.

ISOaccredited approach

to UCD, quality & security

14 YEARScreative, technical

& branding experience

50+talented UX,

design & marketing experts

TOP 5agency for client

satisfaction in the UK

@danny_bluestone

INTRODUCTION

Data meltdowns can equal deathWhen migrating data or developing new platforms, data is your oil. Don’t let it flow incorrectly or spill.

@danny_bluestone

The top reason startups fail is down to not understanding their market well enough

@danny_bluestone

Out of 20 reasons according to CBI Insights

Unlike oil, data is infinite

@danny_bluestone

https://www.visualcapitalist.com/how-much-data-is-generated-each-day/

@danny_bluestone

Data is not just an output, it is the product and service.

@danny_bluestone

Data as inputToo much data causes analysis paralysis

@danny_bluestone

Data as outputIncorrect data design will kill products and services

@danny_bluestone

The winners will use data not only for insights but will build better products

@danny_bluestone

METHODOLOGY

@danny_bluestone

WHERE DO WE START

MARKETING

Strategy, analytics and optimisation

BRAND STRATEGY

Vision and platform development

TECHNOLOGY

Progressive web applications and system development

PROCESS

Project management and agile operations

USER CENTRED DESIGN

User experience research, architecture and design

CULTURE

People focused performance

DIGITALTRANSFORMATION

@danny_bluestone

QUANTITATIVE DATA VS QUALITATIVE DATA

The why or how. Can

lack a holistic view.

The who, what, and

where. Impersonal.

QUANTITATIVE QUALITATIVE

INSI

GH

TS

@danny_bluestone

DATA INFORMED DESIGN

Analyse data

UCD checking

Source / qualify data

Cleanse / structure

INSIGHTS

Business requirements1

2

3

4

5

@danny_bluestone

SERVICE DESIGN

Service design is the process of defining the UX, process, back-end, the

technology integrations, data insight plan and even who does what and when

@danny_bluestone

Scenarios focus on common outcomes Personas are important but scenarios move us beyond

the psychographics to activities, stories and tasks

@danny_bluestone

@danny_bluestone

Home owner

M&A Engineer

Energy consultant

Property developer

SMEInstaller

ArchitectSupply chain manager

HVACInstaller

Blueprints are the gateway to designThey map out the user and data journey over all business dependencies, operations and system

@danny_bluestone

@danny_bluestone

SERVICE DESIGN BLUEPRINTSSU

PP

OR

T P

RO

CE

SS

BA

CK

-O

FFIC

E

STA

FF

BR

AN

D

FRO

NT-

EN

DU

SER

A

CTI

ON

SD

ATA

User Google’s Chiller or AC products

User interacts with featured snippet

User arrives at product page

User attends trade show but forgets brands

User interacts with widget and requests more info

User is greeted and scanned

Optimised FAQ answer appears

Optimised content served following snippet

Content team analyses and produces snippets

A cookie is generated and tagged on GTM. Also tagged on CRM system.

A cookie is generated and tagged on GTM

Sales analyse opportunity once a week

Trade show API sends user ID to CRM

End of trade show report generated with follow-ups

The team analyses the ongoing performance of FAQs

New business case generated on CRM and tagged onto user ID

PRODUCT ENQUIRY PURCHASING SUPPORT

Automated reminder appears to the user

User is presented with bot on second log-in

User receives invite to webinar

User clicks on email and goes to personalised page

User interacts with bot and asks about a webinar

@danny_bluestone

INNOVATION

A common AI design mistake focuses on utilising the available data rather

than determining what data the system and users actually need

@danny_bluestone

Follow three rules for successful AI

1. Logic - AI depends, just like human brains, on combining observation, data, memory, creativity, motor coordination, judgement and wisdom.

2. Ethics - Human supervision of machines and machine supervision of humans.

3. Rules - AI needs to work with rules, like cars need the highway code and motor laws.

@danny_bluestone

@danny_bluestone

EXAMPLE OF AI

Marketing automation enables identification, scoring, personalisation,

targeting and streamlining of interactions to deliver a frequent and tailored user

experience

@danny_bluestone

@danny_bluestone

AUTOMATION WORKFLOW FOR A MEETUP

Remind: user about upcoming event

User attends event, drop-down in SS

User signs up for event

Confirm: event tickets and share logistics information

Remind: user about upcoming event

‘Sorry we missed you’ with slides and further event information

‘Thanks for coming’ with slides and CTA to rate event

One week before

One day before

One week

Newsletter subscription

Introduce CD and sell related service with case study CTA

User misses event, drop-down in SS

Newsletter subscription

Introduce CD and sell related service with case study CTA

User clicks link User does not click

Data removed

Email

User action

Time

CD action

4 principles for marketing automation

1. Identify - You need an email address, CRM entry or unique ID from the start

2. Insights - Learning through data is going to be key

3. Content - The strength of your workflow is only as good as your content

4. Personalisation - Automation works hand-in-glove with personalisation

@danny_bluestone

@danny_bluestone

PERSONALISE THE DATA EXPERIENCE

@danny_bluestone

CONCLUSION

1. See data as the future of your product / service 2. Qualitative research compliments your data strategy 3. Service design blueprints underpin the CX approach 4. Build scenarios around your personas 5. Use principles for automation, personalisation and AI

@danny_bluestone

CONCLUSION

MARKETING

Strategy, analytics and optimisation

BRAND STRATEGY

Vision and platform development

TECHNOLOGY

Progressive web applications and system development

PROCESS

Project management and agile operations

USER CENTRED DESIGN

User experience research, architecture and design

CULTURE

People focused performance

DIGITALTRANSFORMATION

DANNY BLUESTONE // CEO & FOUNDER // CYBER DUCK

THANK YOU