Download as PDF, PPTX
Uploaded byOgilvy Consulting
What's Next: Using Data to Create Impactful Experiences
The document discusses the importance of leveraging data to improve design processes and customer experiences, highlighting the opportunities presented by the current data landscape. It emphasizes the need to combine qualitative and quantitative insights to inform decisions and optimize user journeys. The presentation outlines a structured measurement framework to assess the impact of design solutions on business outcomes.
More Related Content
![30x marketing pitch deck [ppt]](https://cdn.slidesharecdn.com/ss_thumbnails/30xmarketingpitchdeckppt1-revised-150123141016-conversion-gate01-thumbnail.jpg?width=640&height=640&fit=bounds)
Similar to What's Next: Using Data to Create Impactful Experiences
What's Next: Using Data to Create Impactful Experiences
- 1. Powered by What’s Next: UsingData to Create Impactful Experiences
- 2. Welcome Kristin Youngling Senior Director,Data Strategy Experience Design Group, Ogilvy Heidi Hillenbrand Lead Experience Designer Experience Design Group, Ogilvy
- 3. Tell us where you aredialing in from! What’s the weather like in your city?
- 4. Do you want this deck? Itwill be available for download shortly after the webinar on: slideshare.net/socialogilvy Ogilvy staff: It’s also on The Market! themarket.ogilvy.com
- 5. September 7, 2018 12 3 4 Agenda Core capabilities The opportunity Taking action Questions??? 5
- 6. Data is critical tothe design process.
- 7. Data informs decision- making and quantifiesthe impact of design solutions. STRATEGIC INSIGHT Data provides strategic insight into customer behaviors, design direction and business opportunities. 1 FRAMEWORK FOR SUCCESS It provides a framework for defining, refining and articulating goals.2 MEASURABLE DESIGN OUTPUTS A method for holding design work accountable for delivering on goals.3 September 7, 2018
- 8. Our approach allowsus to measure the impact of design solutions on business outcomes We actually hold our work accountable!
- 9. Today’s data landscape is ripefor opportunity
- 10. 90% of alldata has been generated in the last 4 years
- 11. By 2020 theworld will have 50 billion connected devices
- 12. Currently less than 0.5%of all data is ever analyzed or used
- 13. We’re failing totrack it
- 14. We’re failing totrack it
- 15. We’re failing totrack it
- 16. We’re failing totrack it
- 17. We’re failing totrack We’re failing to contextualize it
- 18. We’re failing totrack it We’re failing to contextualize it We’re failing to apply it
- 19. THE BIG QUESTION Ok,I get it… but where should we start?
- 20. 20 Understanding what your customersare doing and why they are doing those things is crucial. START WITH THE USER
- 21. ? What are my customers doing? Why arethey doing those things?
- 22.
- 23. QUALITATIVE OPPORTUNITIES QUANTITATIVE OPPORTUNITIES ? Click through rates(CTRs) A/B testing Search metrics Conversion Ad engagement Behavior flows Eye tracking Geographic data Call centre Opt-in rates In-page analytics Event tracking Heat maps Task success Email metrics Demographic data NPS Marketing research
- 24. QUALITATIVE OPPORTUNITIES QUANTITATIVE OPPORTUNITIES ? Click through rates(CTRs) A/B testing Search metrics Conversion Ad engagement Behavior flows Eye tracking Geographic data Call centre Opt-in rates In-page analytics Event tracking Heat maps Task success Email metrics Demographic data NPS Marketing research Customer feedback Surveying Usability testing Focus groups User interviews Stakeholder interviews Other qual research
- 25. QUALITATIVE OPPORTUNITIES QUANTITATIVE OPPORTUNITIES Click through rates(CTRs) A/B testing Search metrics Conversion Ad engagement Behavior flows Eye tracking Geographic data Call centre Opt-in rates In-page analytics Event tracking Heat maps Task success Email metrics Demographic data NPS Marketing research Customer feedback Surveying Usability testing Focus groups User interviews Stakeholder interviews Other qual research
- 26. The best approach marriesquantitative qualitative data to build a complete user profile & drive informedexperiencedecisions.
- 27.
- 28.
- 29.
- 30. REVIEW AND ANALYZE DATA RECEIVEDATA CRITIQUE CURRENT STATE INVESTIGATE THE USERS
- 31. REVIEW AND ANALYZE DATA LOADSOF KEY INSIGHTS =
- 32.
- 33.
- 34.
- 35. We measure users milk subscription habitsand purchasing behavior. $ $ $ $ $ $ $ $ $ $ $ $ QUANTITATIVE
- 36.
- 37. Moo is rocking and our customers seemto love us. $$$ QUANTITATIVE
- 38. Until the July2018 Decline :(
- 39. In July we noticeafter 3 months of membership 28% of users cancel. QUANTITATIVE
- 40.
- 41.
- 42.
- 43.
- 44. We decide to senda survey to 1,000 customers who canceled their membership after 3 months. QUALITATIVE
- 45. “Milk fatigue… — 256customers noted
- 46. “The milk trackerwas inaccurate… — 382 customers noted
- 47.
- 48.
- 49. Our ProcessThe process by tracking audience behavior holistically… identifying trends… andsurveying to our customers… 1 2 3
- 50. Our ProcessThe process We areable to create a holistic customer journey map with quantitate and qualitative insights.by tracking audience behavior holistically… Identifying trends… and surveying to our customers… 1 2 3 =
- 52.
- 53. Delivery Schedule ✓ Now weare prepared to start fixing our mistakes.
- 54. DELIVER FRESH MILK EveryMonday Every Tuesday Delivery Schedule Every Wednesday Every Thursday Every Friday Now we are prepared to start fixing our mistakes.
- 55. DELIVER FRESH MILK EveryMonday Every Tuesday Delivery Schedule Every Wednesday Every Thursday Every Friday Now we are prepared to start fixing our mistakes.
- 56. And tracking its impact.Increase customer satisfaction Decrease cancellations (Key Performance Indicators!)
- 57.
- 58. September 7, 201858 Global Airline - Data-Driven Personas
- 59. Global Airline -Data driven user journey
- 60. Healthcare - Datadriven user journey
- 61. Healthcare - Datadriven user journey
- 62. CPG - Datadriven user journey High Medium Low ACTIONS ENGAGEMENT MEMBERSHIP TRIGGERS Decides to sign-up for DSC (aware of some grooming products) “Dan Patrick probably knows what he's talking about, I really do need to sign up for Dollar Shave Club and check out that Shave Butter.” "Such an interesting concept...love what this guy started. I need to look into this." “There's the Shave Butter Dan Patrick mentioned. Wonder how it compares to the shave cream I use...I think I’ll give it a try.” “I'll go with the Exec, looks like the best one they have.”THINKING BARRIERS METRICS BLADE SELECTION ADD-ONS PAGE Curious about DSC Frustrated with inconvenience and price of purchasing razors in-store • Building trust • Personalized grooming products shown base Trusts influencer, motivated to sign-up Figures he may as well try a product that might help give him a better shave Selects blade (Executive) Adds Shave Butter + Fed-up with the price of in-store razors Fed-up with inconvenience of purchasing razors in-store Hears Dan Patrick talk about DSC and the Shave Butter on his radio show AWARENESS SPARKS Sees DSC video Hears about DSC on the radio Sees a Facebook ad Visits DSC.com to check out the brand 75% of site visitors are guests 37% of those who are aware of DSC note they are likely to consider doing business with DSC Only 12% of companies successfully upsell or cross-sell to new customers INDUSTRYTREND 92% of people trust recommendations from individuals (even if they don’t know them) over brands INDUSTRYTREND 60% of online shoppers say they shop at their favorite retailer because the prices are good INDUSTRYTREND INTENT MEMBERSHIP TRIGGERPHASE AWARENESS SUBSCRIBE My monthly Dollar Shave Club deliveries feel like an indulgence, even though they don’t cost that much, which I love. The razor is great and I’ve enjoyed trying quite a few of their products and plan to keep exploring what they have. At this point, I actually don’t want to be without my DSC products. Curtis is a successful small business owner, pursuing his passion as an artist on the side. He is married and has two children. Curtis has started to enjoy the process of grooming more since signing up for DSC. Over the years he has tried a variety of grooming products and is on a quest to find products that help him feel confident and put his best foot forward each day. He is ambitious across all aspects of life and will proactively seek out products that help him feel in control and prepared for what life throws his way. He’s tried and repeat-purchased many DSC grooming products. The products have worked well for him based on his needs. Curtis the Confident Explorer EMOTIONS POSITIVE NEGATIVENEUTRAL
- 63. I’d like tohear more about business goals and proving out ROI? WAIT A SEC….
- 64.
- 65. 65 How do we definesuccess and a plan for measuring it? MEASURING
- 66. Measuring the work Business+ User Objectives
- 67. Measuring the work Business+ User Objectives UX Principles + Optimizations
- 68. Measuring the work Business+ User Objectives UX Principles + Optimizations Success Metrics (UX KPIs)
- 69. Measuring the work KPIData Sources SITE ANALYTICS SURVEY DATA USER TESTING CUSTOMER FEEDBACK SALES DATA ETC. Business + User Objectives UX Principles + Optimizations Success Metrics (UX KPIs)
- 70. How to builda measurement framework Goal KPIs Methodology Benchmark UX Optimizations Success Metrics What you are trying to achieve with the project. Priority experience design outputs that aim to achieve these goals. Measures of success we use to track effectiveness of the UX optimizations. Recommendations for how to measure each KPI and establish benchmarks. Initial measurements as baseline for ongoing optimizations (where applicable).
- 71. 71 This is howwe prove ROI for the business and user!
- 72. A Measurement Frameworkis like a project blueprint — it translates top-line business and user objectives into a set of UX optimizations and identifies metrics to gauge the effectiveness of these optimizations.
- 73. Questions? Kristin Youngling Senior Director,Data Strategy Experience Design Group, Ogilvy Heidi Hillenbrand Lead Experience Designer Experience Design Group, Ogilvy
- 74.