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With the advent of new media, todays brands struggle to reach the right buyer with the right product. But, using current technology to meet customer needs can be daunting. In this presentation, Marc Cajolet and Ken Volk (Kronos) bridge the gap between User Experience and Marketing.
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With the advent of new media, todays brands struggle to reach the right buyer with the right product. But, using current technology to meet customer needs can be daunting. In this presentation, Marc Cajolet and Ken Volk (Kronos) bridge the gap between User Experience and Marketing.
Marketing, Meet UX
AMA WebcastMarketing, Meet UX
Presenter:Kevin Young, Managing Principal, Continuum
Moderator:Alli Libb, American Marketing Association
Sponsored by:
•The audio portion of today’s presentation is available via broadcast audio. •You can also dial in to hear audio•Participants (US & Canada, Toll Free): 888 223 4959 International Participants: +1 303 223 4389
4© KRONOS INCORPORATED April 11, 2023 © KRONOS INCORPORATED April 11, 2023
Marketing Meet UX
Marc Cajolet, User Experience Strategist
Ken Volk, Director of Creative
Combining User Experience and Product Marketing for a Great Product Launch
5© KRONOS INCORPORATED April 11, 2023
Key Points
• User experience (UX) design can greatly impact product messaging and positioning
• UX has become a competitive differentiator
• UX is big picture thinking – holistic view
• Engage Product Designers with Product Marketing early in process
• Leverage Design for Marketing, and visa versa
M
6© KRONOS INCORPORATED April 11, 2023 © KRONOS INCORPORATED April 11, 2023
So what is UX exactly?
K
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UX encompasses all aspects of end-user interactions
www.baddesign.com
Well designed compact sound system
M
8© KRONOS INCORPORATED April 11, 2023
UX encompasses all aspects of end-user interactions
www.baddesign.com
Well designed compact sound system
His/hers drink holders
M
9© KRONOS INCORPORATED April 11, 2023
UX encompasses all aspects of end-user interactions
www.baddesign.com
Well designed compact sound system
Well designed ergonomic shift lever
His/hers drink holders
M
10© KRONOS INCORPORATED April 11, 2023
UX encompasses all aspects of end-user interactions
www.baddesign.com
Well designed compact sound system
Well designed ergonomic shift lever
His/hers drink holders
M
11© KRONOS INCORPORATED April 11, 2023
AUDIENCE POLL #1 – At your company…
1. We have a dedicated UX group in Marketing
2. We have a dedicated UX group in Product Development
3. We have UI Developers
4. We don’t do this today
M
12© KRONOS INCORPORATED April 11, 2023 © KRONOS INCORPORATED April 11, 2023
Understanding the differenceUI vs. UX
M
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User Experience is…
M
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User eXperience draws from many disciplines
M
15© KRONOS INCORPORATED April 11, 2023 © William Gribbons, 2008
1980’s 1995 Today
• Mkt. segmentation• Value proposition• Human behavior• Simplicity• Emotional needs• Experience as brand• Influence of consumer
technologies
• Power• Speed• Reliability• Features• Internally driven
business processes• External support
• Optimize usability• Reduce workload• Minimize errors• Transfer learning• Embedded support
Evolution of User Experience
M
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The UX community is expanding
M
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Audience Poll #2 – At your company…
1. There is a strong collaboration with Marketing & UX
2. There are occasional project between Marketing & UX
3. There was once a project between Marketing & UX
4. We’ve never done this
M
18© KRONOS INCORPORATED April 11, 2023 © KRONOS INCORPORATED April 11, 2023
But how does Marketing fit in?
M
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A few years ago we asked ourselves “How are we doing?”…
UNAIDED AWARENESS
Kronos 14%
Competitor 1 15%
Competitor 2 19%
Competitor 3 5%
CONSIDERATION
Kronos 26%
Competitor 1 29%
Competitor 2 30%
Competitor 3 18%
Recognitionof Buyers as Ease
or Functionality
… and we servedonly one.
K
20© KRONOS INCORPORATED April 11, 2023
A few years ago we asked ourselves “How are we doing?”…
UNAIDED AWARENESS
Kronos 14%
Competitor 1 15%
Competitor 2 19%
Competitor 3 5%
CONSIDERATION
Kronos 26%
Competitor 1 29%
Competitor 2 30%
Competitor 3 18%
K
21© KRONOS INCORPORATED April 11, 2023
Priorities Functionality Ease
Deep Functionality 4 1
Broad Functionality 4 1
ROI 3 1
TCO 1 3
Easy to Own 1 4
Flexible Business Terms 1 4
Reliability 4 4
Integration 2 2
Preference
Preference is a 1-4 ranking with 1 being low priority and 4 being high priority for the buyer.
Shared needs. Different Priorities.
22© KRONOS INCORPORATED April 11, 2023
Moving forward together
STRATEGY
1. Market analysis and research
2. Identification of Buyers — Ease vs. Functionality
3. CEO Vision Next GenerationWorkforce Mgmt.
4. Governing Brand Idea
K
23© KRONOS INCORPORATED April 11, 2023
Moving forward together
STRATEGY
1. Market analysis and research
2. Identification of Buyers — Ease vs. Functionality
3. CEO Vision Next GenerationWorkforce Mgmt.
4. Governing Brand Idea
WORKFORCEMANAGEMENT
DOESN’T HAVE TO BE
SO HARD
K
24© KRONOS INCORPORATED April 11, 2023
Moving forward together
Guiding principles
for user experience
MA
RK
ET
ING
US
ER
E
XP
ER
IEN
CE
STRATEGY
LAUNCH
ACTIVITY
Design concept
and User feedback
Tangible design assets
Developfoundationalmessaging for global
distribution
Develop communication
and training platforms
Align NG concepts with CBI
definitions
K
WORKFORCEMANAGEMENT
DOESN’T HAVE TO BE
SO HARD
25© KRONOS INCORPORATED April 11, 2023
UX | Marketing Partnership
• Shared customer focus
• Messaging and UX initiative must match
• Incorporate marketing into the development process
• Define key user experience capabilities
• Leverage brand attributes for consistent experience
USER EXPERIENCE
• Shared customer focus
• Messaging and UX initiative must match
• Focus on user needs through product experience
• Highlight key user experience capabilities
• Leverage unique product design
MARKETING
K
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Unparalleled User Experience is…
• Instant Engagement– Consumer-centric user experience
– Interactive communications via mobile
• Guided Decisions– Early warning & guidance through predictive analytics
– Enabled by accurate, real-time labor data
– Better, faster frontline decisions
• Mobile Management– Access to employee data anywhere at anytime
– Real-time bidirectional communication between manager, employee, and their data
– Multiple platform support
M
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Bringing the Next Generation UI to life…
M
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Getting the word out about it…
K
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Showcasing it online…
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And promoting the UI… and the partnership.
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So were we successful?
M
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Results and Changes
• Recognition in the T&A market
• Understand place in the market
• Establish a framework (Net promoter score)
UNAIDED AWARENESS
Kronos 14% 21%
Competitor 1 15% 16%
Competitor 2 19% 11%
Competitor 3 5% 5%
CONSIDERATION
Kronos 26% 46%
Competitor 1 29% 53%
Competitor 2 30% 44%
Competitor 3 18% 34%
K
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Today, we are extending the strategy further
InTouch • Smartphones • Tablet
K
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Audience Poll #3
1. This sounds great, we’re going to do this!
2. We’ll consider this strategy
3. We don’t have the right resources to do this
4. We’ll never do this
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Our takeaways
M
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Create a shared vision
• Upfront survey work, focus groups, and message construction galvanized the teams for first time ever
• Collective buy-in from top at all levels. Not in silos.
• Share each others efforts and especially each others wins.
• Set agreed upon standards
• And let the product drive the story when it deserves to.
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Understand the usability maturity model*
As their usability approach matures, organizations typically progress through the same sequence of stages, from initial hostility to widespread reliance on user research.
*Nielsen Norman Group
As their usability approach matures, organizations typically progress through the same sequence of stages, from initial hostility to widespread reliance on user research.
*Nielsen Norman Group
Attaining these higher maturity levels requires many years of effort.
Attaining these higher maturity levels requires many years of effort.
M
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Champion the value of UX
• Create external face for UX– Usability lab program, promotion, participation
– Recruiting user pool, incentives, rewards, customer access
– Continue to survey/measure user base
• Show case success– Case studies, examples, demonstrating business value
M
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Conclusion
• Create a shared vision
• Understand capabilities model
• Champion the value of UX
M
• www.Aquent.com
• www.Kronos.com
• http://www.PragmaticMarketing.com../resources/top-10-tools-to-measure-user-experience
• Other UX related organizations– UXPA
– ACMSIGCHI
– IxDA
– UXMatters
Additional Resources
40© KRONOS INCORPORATED April 11, 2023 © KRONOS INCORPORATED April 11, 2023
Thank You!
Marc Cajolet, User Experience Strategist
Ken Volk, Director of Creative
Combining User Experience and Product Marketing for a Great Product Launch