Will customer journeys be the trojan horse of design in customer experience and marketing?
“The customer’s journey, from behaviors before they’ve even opted in to your marketing messages, all the way through repeat purchases as a loyal buyer, is critical to not only initial marketing success, but also to generating long-term revenue from repeat customers. Below I highlight five critical stages in the customer journey and how you can leverage digital marketing technology to ensure you’re creating that awesome customer experience. “
(Ellen Valentine a.k.a. @EllenValentine ~ Silverpop)
UX morphing into Enterprise UX.
“This column is the first in a series that will offer insights on how to help companies progress from delivering mediocre user experiences, as is all too common, to producing truly great experiences that differentiate their products and services in the marketplace. Doing so requires a radical transformation in the way business executives and UX teams engage in creating user experiences.”
(Jim Nieters and Pabini Gabriel-Petit ~ UXmatters)
How can you make practice better without any reading from research? Only partially.
“Let’s face it: UX is difficult for many of us who study it, teach it, and do it for a living to define. We owe it to the next generation of UX professionals to introduce them to UX as soon as possible in their professional development, to be the frontline of UX education, so-to-speak. That’s the only way to make certain that students who are dedicated to becoming UX professionals have the opportunities they need to make that possibility a reality.”
(Guiseppe Getto a.k.a. @guiseppegetto ~ Boxes and Arrows)
Another item to the acro soup: LUX. Great initiative this peer-reviewed journal.
“This paper demonstrates how user interactions can be measured and evaluated with A/B testing, a user experience research methodology. A/B testing entails a process of controlled experimentation whereby different variations of a product or service are served randomly to users in order to determine the highest performing variation. This paper describes the principles of A/B testing and details a practical web-based application in an academic library. Data collected and analyzed through this A/B testing process allowed the library to initiate user-centered website changes that resulted in increased website engagement and improved user experience. A/B testing is presented as an integral component of a library user experience research program for its ability to provide quantitative user insights into known UX problems.”
(Scott W. H. Young a.k.a. @hei_scott ~ Weave: Journal of Library User Experience 1.1)
‘Do it right’ is a great design principle.
“Links that follow up on the user’s current interest encourage site exploration and reduce bounce rates. With the proper invitation, people will stay longer on your site.”
(Hoa Loranger ~ Nielsen Norman Group)
Wondering how these instruments determine the research results.
“Design research is about understanding real people in the context of their everyday lives and then using what we learn to inspire our work.”
(Dan Perkel a.k.a. @dperkel ~ IDEO Labs)
UX getting confronted with higher order concepts.
“If you listen closely to the stories, you can hear the underlying user experience interactions. You can hear where those interactions went well and where they failed. The promises can be the key to how you deliver better products and services.”
(Jared Spool a.k.a. @jmspool)
CX, the sum of design for UX and BX a.k.a. XD.
“Reflecting on my earlier work on brands as media companies, I realize that the word media was really a placeholder for experience. It’s not that every company should be a media company per se – but rather, that every company must become an experience company. Media is one kind of experience – but for many companies, the right kind of experience is not media, at least if we understand “media” to mean content. (…) I believe that every brand needs to get good at experience design and delivery. Those that are great at it tend to grow by exponential word of mouth – think of Google, Facebook, Uber, Airbnb, or Earnest (a new lending company). When marketing becomes experience design, brands win.”
(John Batelle’s a.k.a. @johnbattelle ~ Search Blog)