Optimizing the Journey | MozCon 2016
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The document discusses the importance of journey mapping in optimizing user experiences, emphasizing that the user journey differs from traditional marketing funnels. It advocates for understanding user context, needs, and expectations to deliver relevant content effectively. The document highlights the impact of user experience on customer satisfaction and retention, urging designers and marketers to empathize with users throughout the journey.
Optimizing the Journey | MozCon 2016
- 1. O n w a r d @ r e b e k a h c a n c i n o O p t i m i z i n g t h e J o u r n e y t o D e l i v e r R a d i c a l l y R e l e v a n t E x p e r i e n c e s
- 9. Journey mapping helps reveal the whole story
- 12. Your marketing funnel is not your user’s journey.
- 13. vs.
- 17. If Google’s #1 goal is to give people what they want, then why would we cater to algorithms instead of working harder to make users happy?
- 18. Understanding the journey helps us deliver the right content, at the right time, in the right way.
- 19. Of customers would pay more if they got the user experience aspects they want most. 53% SYNCHRONY FINANCIAL, CUSTOMER EXPERIENCE SURVEY 2015
- 20. Three kinds of insight STRATEGIC DIRECTION USER EXPERIENCE DESIGN DECISIONS
- 21. Strategic direction WHAT’S THE BIG PICTURE? WHAT PROBLEM ARE WE SOLVING?
- 22. “Focus on the user and everything else will follow.” -
- 23. Context
- 24. context isn’t tied to devices
- 25. context is tied to people
- 28. feeling doingthinking The user’s context Psychological state, stress levels, passive needs Environmental factors, sensory stimuli, behaviors, actions Wants, active needs, desires, and expectations. (Based on Personal Behavior Context by Daniel Eizans)
- 29. Then keep going…
- 31. A customer journey considers the broader context from their point of view.
- 32. Customer journey mapping is an exercise in empathy.
- 33. User steps (and needs)
- 34. Thoughts, feelings, people involved in decisions
- 36. Doing People, Thoughts, Feelings I better call customer service, because I’m not finding the info I need
- 37. What’s going well, where trouble spots are
- 38. Map the moment
- 41. Situation + Motivation = Expectation WHEN: I send a food gift I WANT TO: Make sure it arrives and doesn’t spoil SO I CAN: Feel good about my gift choice Tell their story
- 42. Formulate a problem statement, together
- 43. We believe that ___________ has ________________ and that ______________may solve this problem by ____________________ and _____________________. We will know we have succeeded when ___________________and/or ____________________ reaches ___________________. (USER) (PROBLEM) (THIS SOLUTION) (THIS ASPECT) (THAT ASPECT) (QUANTATIVEMEASURE)(QUALITATIVEMEASURE) (THIS LEVEL) (Based on Lean UX by Gothelf & Seiden)
- 46. User experience WHAT FEATURES, FUNCTIONALITY, AND CONTENT DO OUR USERS WANT AND NEED?
- 47. Meta map, tie search data to user journeys
- 48. “Active intent is the intent that is explicitly described by the query syntax…You MUST satisfy active intent immediately.” @ajkohn Active Intent
- 49. “Passive intent is the intent that is implicitly described.” @ajkohn Active and Passive Intent
- 50. How we uncover intent WHAT IS WHAT’S POSSIBLE CATEGORIZE
- 51. KeywordTool.io Choose your weapon Moz Keyword Explorer
- 52. Helps us understand from where and on what device Categorize into semantically related topics
- 53. Satisfying passive intent in content
- 54. Content for special circumstances
- 55. Identifying topics and subtopics
- 56. Maternity health coverage Health insurance California pregnancy California health insurance maternity California health insurance maternity coverage California health insurance with maternity coverage Affordable maternity health insurance Maternity health insurance quotes Is pregnancy a qualifying life event? What does California health insurance cover for pregnant mothers?
- 57. The real magic comes when we analyze search intent against the natural phases of the user’s journey. @chris_corak
- 58. (Meta Mapping by @chris_corak)
- 60. 28% improvement in bounce rates + 156% increase in people asking for a quote
- 61. Design decisions HOW SHOULD IT LOOK, SOUND, AND FEEL?
- 72. “I didn’t go looking for grief this afternoon, but it found me anyway, and I have designers and programmers to thank for it. In this case, the designers and programmers are somewhere at Facebook.” @meyerweb Inadvertent algorithmic cruelty
- 74. Don’t assume, regularly test and ask users for feedback Stress test design decisions, see where an experience might break down and potentially be harmful, hurtful, or inappropriate Be careful
- 75. Start mapping AND MAKE THINGS THAT MATTER
- 76. Thee tools for understanding the journey JOURNEY MAPPING MOMENT MAPPING META MAPPING
- 77. Three kinds of insight STRATEGIC DIRECTION USER EXPERIENCE DESIGN DECISIONS
- 78. Save time and money by getting to the best solution faster with less rework.
- 79. Gain and retain customers by providing them with experiences they actually want and need.
- 82. R E B E K A H C A N C I N O O n w a r d @ r e b e k a h c a n c i n o