UX Everywhere: how to think like a user experience planner
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Transcript of UX Everywhere: how to think like a user experience planner
First things first
UX = User Experience. Any time a person interacts with a brand…
That’s the user’s experience.
What is ux thinking?
User eXperience thinking is a pervasive perspective
that centers all decisions
about the brand
from the user/audience point of view first.
7What is UX?
UX is about understanding
the way something makes people feel,
as it’s feelings that provoke users to take action.
What is UX?
Why does it matter?
the
AUDIENC
E acts
different
the
CLIENTS demand it
our
CAREERS are changing
Why UX matters
Messages that don’t
matter don’t go
ignored, they go
unseen.
15Why UX matters
the
AUDIENC
E acts
different
But
Why UX matters
the
CLIENTS demand it
Results are
measured
by
engagement
instead of
number of
impressions
.
“An industry that used to
compete with Hollywood is
starting to wonder if it has
become a colonial outpost of
Silicon Valley. The prime
spots on the Cannes
beachfront belong to
Facebook and Google”
Why UX matters
our
CAREERS are changing
UX’s value adds
More ‘productive’ campaigns.Tactics that connect to each other
Channels that reinforce each other
A richer, more seamless brand experience
Via insight driven planning!
Workshop
From consumer to campaign
We’re going to work through four UX planning processes
Empathy
Maps
Mental
models
Workshop
Ecosystem
sTactic
Identification
Step one: focus on the consumers.
28
UX: Behaviour
-based
User
Goals
User
Needs
Series of
tasks
Mass: Often
Demographic
based
User
Problems
Brand
Goals
Funnel
Flow
Workshop: Empathy
Empathy maps
Build on segments or
personas, and
prevents…
• Stereotyping
• Rose coloured
glasses
• brand centric
interpretations of the
audience
Workshop: Empathy
“People don’t buy from
bad-mannered
salesmen, and research
has shown that they
don’t buy from bad-
mannered
advertisements.”
– David Ogilvy
Mandatory Ogilvy Quote
Activity: Empathy Map
• Go to the mall: observe & research.
• Craft a bare-bones consumer profile
• Create an empathy map
Workshop: Empathy
Pre-Empathy Map: Who? What?
Retailer:
Business objective:
Business problem:
Workshop: Empathy
Name of Persona:
What’s their situation?
Step Two: Understand their process
Mental models shift the focus from what the actions the brand
wants the target to take, to what that the target is trying to do.
Not about the consumer’s journey down the brand’s funnel, but about the
consumers’ mental model of the process.
37Workshop: Mental Models
The Consumers
Own goals & needs
Always
media/channel
agnostic
Often non-linear
(not a funnel)
Mental Models
Mind maps are an overviewing of the TASKS a campaign/tool/site supports.
They help you get back to the purpose of whatever it is you’re designing (a
website or campaign) by focusing decisions around the user/targets own needs
and approaches.
Workshop: Mental Models
Benefits of Mental Models
• Helps prioritize brand touchpoints, and therefore media etc choices
• Identifies opportunities and threats to the brand that you might not otherwise
have visibility to
• They encourage planning for Plan B, or turning B into A
• Ensures no stone goes unturned, communication wise
Workshop: Mental Models
Activity: Mental Models
• Build on what you already know from the empathy map & any additional
research you choose to do
• Create a mental model: use the boards and Post-its
• start with your target recognizing their need for your retailers product,
and carry through to purchase (or equivalent).
Workshop: Mental Models
Key
Tasks:
Task
Objective
:
Task
needs:
Task
questions
:
Target’s Goal: Overall, what do they want to accomplish?
The individual tasks they will choose to complete, to move toward their goal.
The objective of each task. They’ll want to achieve these objectives to move on.
What do they need to achieve their objective? Emotionally, intellectually,
and functionally?
What will they ask (others, themselves, the brand, the media) to get what
they need?
Workshop: Mental Models
General
Task:
Pick kids up from
schoolGet kids settled Dinner Homework Bedtime
Task
Objective:
Don’t be late Give me time to make
dinner, without guilt
Make one dinner
everyone will eat
Homework gets done
with minimal fighting
Kids in bed in time for me
to watch TV
Task needs:
• Finish all work on
time
• No late meetings
• Car already has
gas
• No traffic jams
• Errands already
completed
• Kids entertainment
• Kids snacks
Questions
• Can I push this task
to tomorrow?
• Can my partner
pick up groceries?
• What is the traffic
situation?
• What can I occupy
my kids with that’s
not screen time?
• How can I get my
kids into this?
• What can I feed
them that won’t be
unhealthy or fill
them up?
Target’s Goal: Have a smooth, non-stressful evening with the kids
Workshop: Mental Models
Part three: Identifying & Aligning tactics
The real reason for mental models:
they increase our ability to engage in
purposeful creativity
Workshop: Brand Tactics
Like asking if you “want to try it
on” before you even get a
chance to pick up a sweater,
the wrong content or
the right content in
the wrong place can doom a campaign.
Aligning tactics
By aligning creative and channel ideas with the mental model, you can
automatically see:
• Does it push the target through their own process to the end goal the brand
wants?
• Does it remove doubt – intellectual or socially?
• Does it solve a need for reassurance or confidence building?
• Does provide evidence of brand differentiators, or proof points?
• Or is it just an entertaining story??
Workshop: Brand Tactics
Key Tasks: Pick kids up from
schoolGet kids settled Dinner Homework Bedtime
Task
Objective:
Don’t be late Give me time to make
dinner, without guilt
Make one dinner
everyone eats
Homework gets done
with minimal fighting
Kids in bed in time for me to watch
TV
Task needs:
• Finish all work on time
• No late meetings
• Car already has gas
• No traffic jams
• Errands already
completed
• Kids entertainment
• Kids snacks
Questions
• Can I push this task to
tomorrow?
• Can my partner pick up
groceries?
• What is the traffic
situation?
• What can I occupy my
kids with that’s not
screen time?
• How can I get my kids
into this?
• What can I feed them
that won’t be unhealthy
or fill them up?
Resources
• Scheduling tool
• Grocery/errand
shopping app
• Waze or radio traffic
reports
• Word of mouth
• Mommy blogs
• Print magazines
Brand Tactics
• Ad placements on
grocery apps
• Drive-time radio
advertising
• Sponsored content in
Chatelaine
• Facebook promoted
posts
• Pinterest?
Workshop: Brand Tactics
Activity: Campaign Tactics
• Building on to your mental model, create two more rows for your targets
‘resources’, and for your brand tactics
Workshop: Brand Tactics
Part four: Campaign ecosystems
Ecosystems are a way to ensure your channel plan is robust and effective.
51
Does it move
the target
forward?
Is it relevant or a
tickbox?
Is anything
falling in an
empty forest?
Workshop: Ecosystems
Outdoor Billboard
Newspaper
Magazine
Digital Video
Digital Banners
Social
PR
Owned Assets
Events
THIS IS NOT AN ECOSYSTEM
Workshop: Ecosystems
Helps to understand the reality of the value exchange
between the audience and the brand, so that we get
them to do what we want.
Workshop: Ecosystems
Activity: campaign ecosystem
• Pull off your ‘tactics’ post-its from your mental model!
• On a flipchart, determine the directional flow of consumer attention from tactic
to tactic
56Workshop: Ecosystems
Great! Now what?
Discussion: ideas for how to integrate these approaches
into your existing environment
Wrap up!
We will all do it. Ultimately we (media planner, creative planners, and UX planners) all need to
converge our skill sets, because that’s the ecosystem/universe that we’re
already in.
Wrap up!
Ultimately: UX thinking + planning are better for
our clients & our work.
Ian Spalter of YouTube believes that planners and UX designers can see eye to
eye when they move "from an inspirational insight to an actionable
insight—things that set a brand up for impact rather than just creating
something new and shiny.”
Wrap up!