March 30, 2012

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3 UXD Factors Changing Strategic Planning User experience design (UXD) is breaking out of its native digital niche becoming a critical element in marketing strategy. Understanding the full range of consumer experiences with a brand is a critical factor in building awareness, engagement and advocacy and in framing or evolving a value proposition that integrates and romances features and benefits in believable and sustaining ways. UXD is changing how brands approach strategic planning and how they develop customer insights. Once thought of exclusively as a digital concept, UXD promises to stitch together what consumers say with what consumers actually or habitually do to create insights that will suggest how messages are framed and where messages are transmitted and received. In apply UXD principles to integrated marketing programs, consider these 3 key factors. End-to-End Planning. It’s not just about the product or the transaction. People want to buy into brands not just buy stuff. You need a longitudinal perspective on the process. Anticipate and plan for information needs, feelings and functionalities at every step from the first glimmer of an idea in your prospect’s mind through the completion of a successful interaction and onto the next one. Every customer takes a journey to identify and interact with your brand. Map it. Think about it and carefully decide when, where and how you will have opportunities to shape the sequence, the messages, the offers, the incentives, the rewards, the confirmations and the back sell communications. Frictionless Interactions. The holy grail of UXD is to make every interaction simple, easy, intuitive and rewarding. It’s a very tall order, which requires alignment of all your resources to figure out where the likely hiccups might occur. Understand who your prospect is, what they are after and how they go about getting it. Then design your engagement mechanisms. Ethnographic research, rapid prototyping, task-oriented testing, in situ observation, eye-mapping and careful interviewing are the preferred UXD techniques which when married to focus groups, qualitative and quantitative research and customer data can deepen or supercharge a brand’s customer insights. The more you get into her head; the better. The more you understand her context; the better. The more you understand her workflow and her coping devices; the better. The more you anticipate where and how she’ll be hesitant, confused or doubtful; the better. Create Visual Cues. Too many brand experiences are like driving in New Jersey; under-marked and confusing. Develop plenty of visual cues to orient and direct prospects and customers. You can never reinforce where they are and where they are heading too much. Think of the customer journey like driving the interstate highway system. Anticipate where prospects will get antsy, where they need gentle reinforcement, where they need a big honking sign and when they need confirmation that they’ve gone in the right direction or made the right choice. The integration of UXD with traditional strategic planning will create a more accurate and powerful tool for brands to build deeper customer understanding, intimacy and loyalty.
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8 Ways to Optimize Your Tweets Twitter is an always-on constantly moving information-sharing device hosting over 230 million tweets a day and 400 million unique visitors in a month. Separating the signal from the noise on Twitter is a serious challenge. Similarly finding the right combination of 140 characters and links then timing your tweet to have any effect in the on-going conversation or to engage your followers is a shot in the dark. The objective of tweeting is to attract followers who will interact and engage with your tweets. Re-tweeting, sharing, posting allied comments to expand and extend the conversation are the measures of success. To optimize your tweets, try these eight tactics, inspired by Heidi Cohen. Be a source. Add new, useful information. Share interesting links that you come across. Focus on topics where you are an expert or an interested student. Say something that hasn’t been said yet. Be Funny. The Twitteratti love a good joke or a snarky, snappy sarcastic comment. Take the miniskirt approach. Tweets should be long enough to cover the subject, but short enough to be interesting. But readers need context to get your point. Don’t just tweet a URL. Add information that gives readers insights. Use a strong headline. Motivate your audience to click through. If your tweet is complete on its own, readers won’t click on your link or do anything else. Your first 5 words should be teaser/headline copy. Contribute to the conversation. Don’t just retweet. Add comments or a point of view. Phrase your tweets so that others will RT or comment. Feel free to rant, whine or bellyache. Drama and strong emotion stimulate reactions, responses and re-tweets. Skip yesterday’s news. Twitter is a global news ticker. It’s where news breaks. Be immediately relevant or be gone. Use hashtags to connect with the immediate topic. Don’t disclose too much.. The news is enough of a downer. Avoid TMI. No one wants to know the intimate details of your life, tweeted moment by moment even if you’re a Kardashian. Keep personal messages personal. Use direct messages instead of public posts. Avoid Twitter clutter. Be judicious with hashtags#, @ signs, RTs. They are meaningless jargon. Nobody thinks its cool any longer. It just obscures your message. Use hashtags to connect your message to on-going conversations or trending topics and @ signs for attribution or shout outs.

Danny Flamberg

I am a veteran marketing consultant working with leading and emerging brands

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