Digital experiences that build brand, loyalty and sales

Internet Summit 2011 Pre-Conference Intensive: Content, Design & Usability Session. Download the .ppt to see notes and references: http://www.slideshare.net/sbastion/is11-usability-preconsession1sherrybastionlenovo

Transcript

1. 1 INTERNET SUMMIT 2011 Pre-Conference Intensive Program: Design, Content & Usability DIGITAL EXPERIENCES THAT BUILD BRAND, LOYALTY & SALES
2. 2 All companies strive to create positive, seamless, online and offline customer experience in hopes of moving their prospects through the all-important Marketing Funnel – from awareness to consideration to preference to purchase – and maximizing the customer’s lifetime value. ONE BRAND. MULTIPLE CHANNELS.
3. 3 Consistency …the degree to which a brand is experienced , without fail, across all touch points or formats. Relevance …the level of fit between a customer needs, desires, and decision criteria and a brand’s offerings. WHAT MAKES SOME BRANDS SO GREAT?
4. 4 You leave someone a little better or a little worse. - Dale Carnegie THERE IS NO SUCH THING AS A NEUTRAL EXCHANGE
5. 5 Awareness Spread the word about your company and offerings. STEP 1 GET NOTICED
6. 6 Transformation Convert curious browsers into paying customers. STEP 2: SPARK INTEREST
7. 7 Engagement Turn one-time buyers into loyal repeat customers. STEP 3 INVITE REVISITS
8. 8 Allegiance Inspire your best customers to evangelize your products and/or services. STEP 4 MOTIVATE ADVOCATES
9. 9 What percentage of people admit to making a judgment about an organization’s credibility based solely on the design of their Website? Q: 75% A:
10. 10 What is the average length of time it takes for someone to judge your Website’s visual design? Q: milliseconds (1/20th of a second) 50 A:
11. 11 Great customer experiences don’t just happen. They are carefully evaluated, planned and executed. And while they are being consumed, they are evaluated again to ensure everything is working to plan. And then they are revised and adjusted and executed again. Over and over. It never ends because responding to customer needs should never end. WORK AS A TEAM
12. THREE IMPORTANT PILLARS Definition: The Web design title is used interchangeably for both visual designers and code developers, perhaps because both roles focus on “front-end” issues: the skills they practice and use are very different. http://en.wikipedia.org/wiki/Web_design and http://en.wikipedia.org/wiki/Website-Design Definition: The structural design of shared environments, methods of organizing and labeling websites, intranets, and online communities, and ways of bringing the principles of design and architecture to the digital landscape. http://en.wikipedia.org/wiki/Website-Design Definition: The textual, visual or aural content that is encountered as part of the user experience on websites. It may include, among other things: text, images, sounds, videos and animations. http://en.wikipedia.org/wiki/Web_con tent CONTENT DESIGN INFORMATION ARCHITECTURE 12 USABILITY
13. 13 “Anyone interested in communicating more effectively should reflect on the degree to which the format — or lack thereof — of their content supports or undermines the content’s message.” - Smashing Magazine Christopher Butler October 17th, 2011 EVEN BASIC FORMATS CARRY MEANING CONTENT INFORMATION ARCHITECTURE DESIGN
14. 14 Web users are universally known to be task oriented and goal driven. Anticipate the ways they want to interact with your site and then build the functionality that enables them to do them. A visit to your Website should leave users saying (or thinking), “I did what I came to do.” HELP YOUR USERS SUCCEED
15. 15 The HOW DESIGN TO EVOKE AN EMOTIONAL RESPONSE
16. 16 The WHAT ENGAGE THE USER WITH RELEVANT CONTENT
17. 17 The WHERE MAKE YOUR CONTENT FINDABLE
18. 18 The WHY EARN A LIFETIME OF LOYALTY BY INSPIRING & REWARDING YOUR BEST CUSTOMERS
19. THE INTERFACE IS THE BRAND Usability becomes the art of making visitors persistent – meaning they will stay on a site until they've achieved some goal of their own. Likewise, Brand becomes the art of making the customer trust you and want to know you. 19
20. DESIGN FUTURE- READY WEBSITES Responsive Web design and other concepts are preparing designers and developers to meet the growing challenges. 20
21. 21 “We are indeed entering a new age of Web design and development. “ “We will need to constantly work with new devices, resolutions and technologies to continually improve the user experience as technology evolves in the coming years.” - Smashing Magazine Kayla Knight January 12, 2011 NOBODY PROMISES IT WILL BE PAINLESS
22. BE CAREFUL OUT THERE... SHERRY BASTION Web Creative Director, Lenovo US Follow me on Twitter: sbastion Tweet reviews to: #ISUM11 22