UNLEASHING PERSONALISATION BEYOND YOUR WEBSITE

Transcription

1 26 February 2013 UNLEASHING PERSONALISATION BEYOND YOUR WEBSITE Delivering a Relevant Customer Experience Across Marketing Channels Follow the discussion: #sitecorelive

2 Reminders for Today s Webinar Webinar recording & slides: will be ed to you within 48 hours after the event Discussion: visit the Twitter hashtag: #sitecorelive Questions: type your questions in the chat window Follow the discussion: #sitecorelive

3 World of Sitecore Follow the discussion: #sitecorelive

4 Recognition Gartner 2010, 2011, 2012 WCM Magic Quadrant Leader Gartner 2012 CRM Multichannel Campaign Management Visionary Forrester Wave : Web Content Management For Online Customer Experience, Q Strong Performer Microsoft Gold Certified, Global ISV Alliance Partner Partner of the Year 2003/2004 Follow the discussion: #sitecorelive

5 Sitecore Customers Around the World Follow the discussion: #sitecorelive

6 Today s Presenters VML Beth Bader Director, User Experience Sitecore Lars Petersen Head of Business Optimization Services Follow the discussion: #sitecorelive

7 How to create and use design personas Presented by VML

8 What are Personas? A persona represents a larger group of users goals, behaviors and attributes expressed as a single person. Guide functionality and design decisions Identify user behaviors and goals not demographics Research-based on real users

9 What are Personas? Guide functionality and design decisions Identify user behaviors and goals not demographics Research-based on real users

10 What are Personas? Guide functionality and design decisions Identify user behaviors and goals not demographics Research-based on real users

11 Why Use Personas? Our model shows that although a redesign completed without personas will likely pay off, a redesign with personas can provide a return that is as much as four times more more than enough to cover the incremental investment. Forrester SOURCE: ROI OF PERSONAS, FORRESTER RESEARCH

12 How does this drive ROI? Remove biases Personas allow your team to focus on user behaviors and motivations instead of their own opinions or disagreements. Be strategic Your team can make decisions at a strategic level by matching your product s focus and purpose to your user s needs and goals. Personas bring focus Personas build empathy Personas encourage consensus Personas create efficiency Personas lead to better decisions

13 How are Personas Created? 1. Define who your audience is 2. Review existing information 3. Perform user research 4. Segment the users based on goals, behaviors and attitudes 5. Create rich, useful personas 6. Prioritize

14 1. Define your target audiences Start with internal stakeholders to capture: Target audience Purchase behaviors Segmentation/Marketing insights

15 2. Review existing information Look for patterns and behaviors: Site analytics Existing research Search analytics Customer support logs Social analytics Consumer feedback Channel usage Secondary research

16 3. Perform User Research Two types of user research: Quantitative Gather broader insights from a large group of users. Type: Site Surveys Benefit: Lower cost, less time Risk: Personas only be based on user-reported behavior, not actual behavior. Qualitative Interviews or field research with at least eight users for each audience type. Types: User Interviews, Field Research Benefit: Most accurate, can observe actual behavior as well as user goals and motivations. Risk: Longer timeline, higher cost.

17 4. Segmentation Segment users based on goals, behaviors and attitudes Example: Car Manufacturer Site Goals Buy a car Get financing Find the best trade-in offer Behaviors Visits to car sites Consulting peers Uses mobile device to look up consumer reviews while on car lot Attitudes Perception of car brands Knowledge about cars in general Motivation to buy used or new

18 4. Segmentation Segmentation should: Explain key differences you ve observed among users Be different enough from each other Feel like real people Be described quickly Cover all users Clearly affect decision making

19 5. Create Rich Personas A real name Photo Quote Compelling back story User goals Personal information Behaviors Scenarios

20 5. Create Rich Personas Checklist for Good Personas: Does the persona sound like a real person? Is the back story compelling, does it provoke empathy? Are goals and attributes highlighted in a bulleted list? functionality decisions? Is the persona usable in format with critical information easy to scan? Does the persona look professional, an important element in the design process? Will the persona enable design, feature and

21 5. Complete Persona SOURCED FROM Analytics Secondary research CRM data User interview/survey What user does IDEAL PERSONA What user is worth SOURCED FROM Purchase history Segmentation CRM data Demographics What user says SOURCED FROM User interview/survey Social listening Customer service logs

22 6. Prioritize PRIMARY The users of the product who are its main focus or are the highest value to the business. The product design will be optimized for them. At least one persona must be a primary persona. SECONDARY Users who also use the product. We will satisfy them when we can. UNIMPORTANT Low-priority users, including infrequent, unauthorized or unskilled users. AFFECTED They don t use the product themselves, but are affected by it (i.e. the spouse of someone using a travel Website to plan a trip). EXCLUSIONARY Someone we re not designing for.

23 So, we ve got personas. Now what? User experience Design Features and functionality decisions Content Sitecore Let s put them to use!

24 1. User Experience Make informed decisions on the site architecture Understand what users need from the site Know what functions the site should offer (and shouldn t) Prioritize the features and content for each wireframe

25 2. Design Focus the design team on what matters most to users Help build empathy and connection to users Visualize how users will interact with the site Address special needs for contrast, type size and accessibility Inform design of dynamic content that needs to be targeted to each persona

26 3. Features and Functionality Focus budget and timeline on the most important features and functionality for users Prioritize development phases and feature sets Clarity on goals helps contain scope Provides a tool for gathering project requirements

27 4. Content Build an informed content strategy Understand which content to target to each persona Know what types of content users will respond to (video vs. text) and how they access that content (site vs. mobile or both) Inform the voice of the brand that users will respond to best

28 Thank LinkedIn.com/in/baderbeth Director, User Experience, VML VML.com and of course, getting the most from Sitecore s platform.

29 Why use Personas in real time? Lars Birkholm Petersen E:

30

31 The Age of the Customer

32 But still most websites anno 2013

33 Static websites are BAD Customer Experiences

34 It s a cross channel World

35 The Persona come alive

36 The Mechanics

37 The Mechanics - Personas Ann Decided Traveller Hank Undecided Traveller John Business Traveller Sonia Comfort Traveller

38 The Mechanics Segmentation by Relevance

39 No clicks

40 1st click is there a preference?

41 2nd click is there a pattern?

42 3rd click Yes there is a pattern!

43 The Mechanics

44 Using Personas on the Website

45 Sitecore Digital Relevancy Map Research Compare Decision Touch Points: Touch Points: Touch Points: Hank Intent: Intent: Intent: Persuasive content needed: Persuasive content needed: Persuasive content needed: Desired Action: Desired Action: Desired Action:

46 How to get started?

47 /cxmaturitymodel

48 Case Study: Pioneer Financial SITUATION Pioneer Services, a loan provider for active military personnel, asked VML to help restore some order in its digital life, bring together eight separate sites and additional microsites to enhance SEO performance and increase conversions from visits to loan applications. SOLUTION Based on Pioneer s highly mobile personas, VML helped Pioneer create one site presence on a Sitecore CMS, utilizing an adaptive design that would render seamlessly, regardless of device computer, tablet or smart phone. POWER OF PERSONAS AND SITECORE Key efforts were focused on improving the loan application process and developing a more robust, content strategy that fit the needs of the design personas and Sitecore s capabilities to deliver a targeted user experience.

49 Thank you for joining us! Your questions are important to us! If you have a question for either of our presenters, please feel free to contact them: Beth Lars Petersen: lpe@sitecore.net Learn more with our educational resources: visit /resources for white papers, ebooks, videos and beyond. Follow the discussion: #sitecorelive