architecting personalization world ia day 2016

ARCHITECTINGPERSONALIZATION

WORLD IA DAY DES MOINES

2016

Hello!I am Laura Christenson@laura_uxplorer

➜ What it is➜ Why do it➜ How to a build an effective

strategy➜ Real world examples

DIGITAL PERSONALIZATION

Personalization is delivering a digital experience that is personal, relevant and

convenient with the goal of increasing consumer

engagement.

4 W’S OF PERSONALIZATION

WHY

WHAT

WHERE

WHO

WHY are you

personalizing?

WHAT VALUE COULD IT PROVIDE?

Lead Generation

Increased Conversions

IncreasedEngagement Others...

Increased Loyalty

Brand Recognition

WHOare you trying to reach?

QUESTIONS TO ASK YOURSELF

Who is the primary audience you are trying to reach?

What does this person really want?

What is he or she trying to do on your site?

PERSONA CREATION TOOLS

Hubspothttp://makemypersona.com/

Xtensiohttps://xtensio.com/user-persona/

Smaply https://www.smaply.com/templates

EXPERIENCE MAP TEMPLATE

Pattern Service Designhttp://patternservicedesign.com/mini-experience-map/

WHATare you

personalizing?

WHAT CHANGES?

● What do we know about our visitor?

● What will we change based on what we know?

WHATare you

personalizing?

WHAT DO WE KNOW?

● Location● Language● Any data ever provided via form submission● Device used to access the site● Behavior ● Campaign

WHATare you

personalizing?

WHAT CAN WE CHANGE?

● Images● Copy ● Callouts● Recommendations● Special offers

WHEREwill

personalization happen

WHICH CHANNELS?

● Email ● Display media● SEM● Mobile applications ● Mobile texts (SMS/MMS) ● Own website ● On others' website ● Blogs

Let’s check out some examples.

Ecommerce

Ecommerce + Brick & Mortar

Software

Entertainment

Healthcare

Multichannel Strategies

Sephora Lip Color Promotion

● In Store - POS● Email● Website● App

Sephora Virtual Artist

● Responsive website

Sephora Virtual Artist

● App

TIPS FOR A SUCCESSFUL STRATEGY

Know your 4 W’’s (why, who, what, where)

Have a plan (Start simple, it’s harder than it looks!)

Measure results and show value

Thanks!Any questions?You can find me at:@laura_uxplorer