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AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA Everything you need: › what it is › how it works › putting it into practice Help customers change you from a frog into a prince. Personalizing the user experience

Personalizing the User Experience

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Page 1: Personalizing the User Experience

AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA

Everything you need: › what it is › how it works › putting it into practice

Help customers change you from a frog into a prince.

Personalizing the user experience

Page 2: Personalizing the User Experience

AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA

Contents: › what is personalization › how does personalization work? › putting personalization into practice › open discussion

Personalizing the user experience

Download the slides: http://slideshare.net/austingovella/personalizing-the-user-experience

Page 3: Personalizing the User Experience

...between 2002 — when [data mining began] — and 2010, Target’s revenues grew from $44 billion to $67 billion.“How Companies Learn Your Secrets” By Charles Duhigg, New York Times, Feb 16, 2012

Personalization improves conversions 20%

How does personalization work? Choices Message relevance Relationship over time

WHAT IS PERSONALIZATION?PERSONALIZING THE USER EXPERIENCE // AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA

Page 4: Personalizing the User Experience

InnovationClimb a different mountain

OptimizationClimb your current mountain

Personalization is a tool for optimization

Optimization always compares the change against a baseline.Optimization is always an a/b test.

WHAT IS PERSONALIZATION?PERSONALIZING THE USER EXPERIENCE // AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA

Page 5: Personalizing the User Experience

Create a new phone

OPTIMIZATION VS INNOVATION

Create a new product

WHAT IS PERSONALIZATION?PERSONALIZING THE USER EXPERIENCE // AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA

Personalization is a tactic for optimization. Optimization is a strategy. Innovation is a different strategy.

Page 6: Personalizing the User Experience

HOW DOES PERSONALIZATION WORK?PERSONALIZING THE USER EXPERIENCE // AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA

Personalization is a 4-step process

Profile visitor

Personalize touchpoint

Visitors engage

Collect data

1. Visitors engage with your touchpoint

2. Collect data about the visitor

3. Profile visitor (guess who they are) using the data you collected

4. Personalize touchpoint the next time they engage

Page 7: Personalizing the User Experience

HOW DOES PERSONALIZATION WORK?PERSONALIZING THE USER EXPERIENCE // AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA

2. Collect personalization data at touchpoints

Simple Complex

Collect data for...A single session Multiple sessions

• Track user across sessions• Track user across channels• Merge duplicate user records

Store data on...Client-side Server-side

• PCI data• Medical data• Country regulations

EVENT HORIZONbeyond which you cannot see customer behavior.

Expand horizon with URL trackers and cross-channel tools.

Key question: How can you collect data at touchpoints you control?

Page 8: Personalizing the User Experience

HOW DOES PERSONALIZATION WORK?PERSONALIZING THE USER EXPERIENCE // AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA

3. Use data to profile visitors

Match visitors to a target persona based on what you know about them.

Key question: How do you segment your users?

AttributesWhat attributes do they have?

TasksSearch, comparison, rating, download

RolesDoctor, Nurse, Admin

ContextsHome, mobile, field, daytime

MotivationsDrivers, outcomes, barriers, pain points

InterestsIndustry, product category, style, features, brand

aBehaviorWhere are they in their journey?

Funnel stageProspect, customer, advocate

Journey stageDiscover, evaluate, select

Lead score

Engagement valueSitecore’s Engagement Value Score

b

Page 9: Personalizing the User Experience

HOW DOES PERSONALIZATION WORK?PERSONALIZING THE USER EXPERIENCE // AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA

4. Four ways to personalize touchpoints for next interaction

a. What appears

? 1

2

3

b. How it appears

?

c. Where it appears

1

2

d. When it appears

1 2 3

Key question: If you change when the content or functional-ity appears, does it improve conversion for this profile?

Key question: If you change what content or function-ality appears, does it improve conversion for this profile?

Key question: If you change how content or function-ality appears, does it improve conversion for this profile?

Key question: If you change the prominence of content or functionality, does it improve conversion for this profile?

Page 10: Personalizing the User Experience

PUTTING PERSONALIZATION INTO PRACTICEPERSONALIZING THE USER EXPERIENCE // AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA

the easy way to get started with personalization

A. What appearsa ONE significant conversionWhat behavior can you change to improve a key conversion on your site?

b ONE easy target profileWhat profile can you clearly distinguish from other profiles? What profile has significant enough numbers?

c ONE easy touchpointWhat touchpoint is easy to measure? What touchpoint has a significant amount of interactions (traffic)?

d ONE easy changeWhat change is easy to implement? What content or functionality is easy to produce?

complete purchase, create account

prospective customer, current customer

homepage, email newsletter

carousel/hero, related content

Checklist Examples

If you or your organization are new to personalization, start with something that is easy to optimize and easy to measure.

Page 11: Personalizing the User Experience

PUTTING PERSONALIZATION INTO PRACTICEPERSONALIZING THE USER EXPERIENCE // AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA

Personalization is a learning processStrategy

who, what, where, when, and why

Productioncontent and assets

Implementcollect data, profile visitor, personalize

Measurereport analytics versus baseline

Analysisfind insights

Optimization is about learning what works better. Personalization requires strategy, content, and that you close the learning loop.

Page 12: Personalizing the User Experience

Austin Govella is an Experience Director with Avanade Digital where he helps enterprises reinvent how they connect with employees and customers.

Prior to Avanade, Austin worked for Comcast Interactive Media where he worked on early versions of Comcast Xfinity.

In 2009, he co-authored the second edition of Information Architecture: Blueprints for the web with Christina Wodtke for New Riders/Peachpit, and he’s spent the last few years studying how agile teams, lean companies, and user experience designers can work better together.

Austin Govella has designed successful user experiences for the web and mobile since 1998.

He is currently writing a book on collaborative design for O’Reilly Media.

About Austin Govella

PERSONALIZING THE USER EXPERIENCE // AUSTIN GOVELLA // AGUX.CO // @AUSTINGOVELLA

Connect with me online

• On LinkedIn• Twitter @austingovella• On Facebook

Photo credits

Pacifier, “Pacifier for newborn” by Crisco 1942 https://commons.wikimedia.org/wiki/File:Pacifier_for_newborn,_2015-07-12.jpg

Easy button, “That was easy” by catharticflux https://www.flickr.com/photos/cathartic-flux/2484317019

“Origami frog prince” by Orestigami http://orestigami.deviantart.com/art/The-Origami-Frog-Prince-227184847