HOW TO DESIGN OUTSTANDING USER EXPERIENCES TO SCALE SUSTAINABLE INNOVATION. Webinar by The C Collective
- 1. HOW TO DESIGN OUTSTANDING USER EXPERIENCES TO SCALE SUSTAINABLE INNOVATION 02/09/20 Marie Geneste – Founder & CEO, C Collective Follow us > @theccollective1
- 2. SCALING SUSTAINABLE SOLUTIONS WITH OUTSTANDING USER EXPERIENCES
- 3. • 15 years of experience in international marketing, user experience and sales • Circular economy consultant • Worked with blue-chip and start-up organisations, B2B / B2C • Founded the C Collective to focus only on organisations with positive social and environment impact MY BACKGROUND
- 4. INTRODUCTIONS & EXPECTATIONS Please write your quick intro & questions on the chat
- 5. AGENDA • Challenges and opportunities of marketing Sustainable innovation • Barriers to sustainable consumption, behavioural science • What is User Experience? • Why it is such a powerful toolbox • Key tools • Best practices • Q & A
- 6. CHALLENGES AND OPPORTUNITIES OF MARKETING SUSTAINABLE INNOVATION
- 7. THE ATTITUDE - BEHAVIOURS GAP IN SUSTAINABLE CONSUMPTION • Overall in Europe, over 70% of consumers voice concerns over global warming and positive attitudes towards green products, • But the market shares of these products remain single digits 2019 share of organic products in food and drink market: 1.6% 2019 – Share of alternative fuel cars registered in the UK: 7.4%
- 8. 0% 20% 40% 60% 80% Market share of green products caragories Consumers willing to green their consumption Attitudes vs market share - green products/services consumption Attitude-behaviour gap 70% <10% •We need to bridge that gap by scaling your solutions
- 9. WHY IS THE GAP SO WIDE? YOU’RE ONLY SELLING TO HUMANS • Your buyers’ daily behaviours are rooted in ancient biology • Evolutionary psychology highlights 5 ancestral forces at play SHORT- TERMISM D I S R E G A R D O F R I S K YO U C A N ’ T S E E S OCIA L IMITAT ION STATUSS E LF - IN TE REST Me first
- 10. PSYCHOLOGICAL BARRIERS TO SUSTAINABLE ACTION AND PRODUCTS ADOPTION *Source: what we think about when we try not to think about global warming Distance Doom Cognitive dissonance Denial Identity
- 11. DISTANCE Problem feels remote because we can’t see it as it’s far off in space and time
- 12. DOOM Negative framing of climate change – cost, loss, sacrifice- creates a need to simply avoid the topics, people feel helpless and the fear message backfires
- 13. COGNITIVE DISSONANCE The mental gymnastics happening when a new reality conflicts with what people want to believe
- 14. IDENTITY We filter news through our professional, political and cultural identity, looking for information that confirms our existing values and notions, filtering out facts that would make us change our identity. Source: Gallup, https://www.pbs.org/wgbh/nova/article/depoliticizing- climate-change/
- 16. WHAT IS USER EXPERIENCE FOR YOU? Write your definition in the Microsoft Teams chat
- 17. WHAT IS THE CURRENCY OF CX?
- 18. EMOTIONS
- 19. OUR USER EXPERIENCE DEFINITION The product of a sequence of interactions between users and an organisation across different channels. It is how your prospect/customer experiences your brand across all its facets (touchpoints) … and how your brand makes them FEEL by triggering positive or negative emotions TYPES OF USERS Influencer / Partner Investor Employee / applicant Paying customer -b2b or b2c User – not paying Prospect
- 20. USER / CUSTOMER EXPERIENCE IS THE NEW MARKETING Creating experiences around users’ needs Promoting product / services Organisations need to design experiences around users’ needs, allowing their brand to emotionally connect with their users across channels, all through the buying journey Before After
- 22. AN EFFICIENT USER EXPERIENCE STRATEGY COVERS ALL STAGES AND CHANNELS OF THE BUYING JOURNEY Becomes a client BUYERS’needsUXactions Research to understand who can help Develop awareness of his problem Consider and choose providers Engage Nurture Qualify Raise interest and attract Convert Great service / UX Delight, upsell Recommend Advocate Get referrals 1st engagement with a brand touchpoint
- 23. THE VIRTUOUS BUYING JOURNEY the holy grail of the start-up Engage Nurture Qualify Raise interest Attract Convert DelightGet referrals
- 24. Distance Doom Cognitive dissonance Denial Identity OUTSTANDING UX ALLOWS TO BYPASS BARRIERS TO SUSTAINABLE ACTION Make the issue feel near and personal to your audience
- 26. Distance Doom Cognitive dissonance Denial Identity OUTSTANDING CX ALLOWS TO BYPASS PSYCHOLOGICAL BARRIERS TO SUSTAINABLE ACTION AND FIGHT WITH THE SAME WEAPONS AS THE LEADING BRANDS Reduce dissonance by providing easy way to take action
- 28. HOW TO DESIGN GREAT USER EXPERIENCES
- 29. INVESTING IN UX WILL FUTURE PROOF YOUR GROWTH STRATEGY • User research • User personas • User journey mapping • Service maps • Information architecture • Wireframes / Visual design • Prototyping and testing
- 30. USER RESEARCH STAGES AND METHODS • Research preparation • Desktop research • Stakeholders interviews (prospects, clients, investors, influencers, partners) • Analytics • Define your research assumptions and questions • Draft target user profiles to decide who to speak to • Prepare recruitment of research participants • Run research • Recruit participants • Online surveys • Focus groups • 121 interviews ( 12 min with min 3 for each user profile) • Analyse & Wrap up • User persona • Mapping existing user journeys
- 31. vb v v 30s Single Lives in a European capital Photo • Lobby people in power to bring systemic changes • Wants to influence more the Family Office to have active impact investment and measurement. • Invest in people who know what they’re doing • Can only influence investment decisions of Family Office as not wealth owner • Invest through funds because don’t have capacity or knowledge to invest directly into companies. • Too little money in impact. Greenwashing. Jasmine’s family founded a leading retail group. A family office was created following its sale. Since her late twenties, she has been using capital inherited for philanthropy and impact investment. Also involved in activism and lobbying for good. • Next gen education programs • Fellow impact investors and Next Gen investors • Credible sources (Impact assets 50) • General media • Social media (Twitter, FB, Linked In…) Jasmine, the fired up next gen investor I’m doing my best to invest for good as there’s too little money flowing in high-impact solutions and too much impact washing v • Works mainly from home • Meets a lot of people • Likes to exercise and enjoy socializing with friends • Goes to a lot of networking events
- 32. USER JOURNEY COV ERS T HE PAT H F ROM D IS COVE RY OF A N EE D/ TH ROUGH TO F IND ING S OLUTI ONS TO F UL LF IL L IT. Allows to visualise the user interactions with different touchpoints Time based Captures user insight, emotions. Allows to identify opportunities Great collaboration tool
- 33. CHANNELS Active search of solutionsRealise the problem Identify and screen providers Website Online Media Free/paid Local / national Media TV, Radio, Press, Advocates & influencers ‘New ways to make your house warmer’ Article (free or paid) Calls sales Enquiries to other providers Search “floor insulation”… Reads about other insulation content Energy Saving Trust website (insulation landing pages) USER JOURNEY: I WANT TO FIND A SIMPLE SOLUTION TO MAKE MY HOME COSIER PERSONA: JOHN THE RETIREE Search engine Ask builder/archit ect for solutions Retargeting advertising Browse contact area Asks Insulation company for quote Asks for quote for other solutions builder Eligibility checker Client Receives quote for survey + ballpark on install based on floor area ranges Company explains survey and install quote process Receives quotes from other solutions My home is cold & draughty Sales teams
- 34. DESIGN STAGES AND METHODS • Map future user journeys collaboratively • Map end to end journeys / experience maps • Service maps / blueprints • Website / app design • Information architecture • Wireframes • Visual design • Testing
- 35. EXPERIENCE MAP = END TO END JOURNEY FROM AWARENESS TO ADVOCACY CHANNELS Engage Nurture Qualify Raise interest and attract Convert Delight Get referrals CLIENT website product experience Social Media Online Media Email / newsletter Nintex teams Events ‘Top HR processes to automate’ Linked in sponsored content /text ad ‘Expense management’ Use case ‘Onboarding’ Case study Call with sales F2F presentation TM + TE or Partner POC Proposal TM + Partner Retargeting Case study LOB webinar Product sheet Onboarding Onboarding The best tool to collaboratively design your user experience and marketing strategy! P ERS ON A: HR MA NAGE R
- 36. SERVICE MAPS LOOK AT THE TOOLS AND PROCESSES SUPPORTING THE TARGET EXPERIENCE. CHANNELS Engage Nurture Qualify Raise interest and attract Convert Delight Get referrals CLIENT website product experience Social Media Online Media Email / newsletter Teams ‘Top HR processes to automate’ Linked in sponsored content /text ad ‘Expense management’ Use case ‘Onboarding’ Case study Call with sales F2F presentation TM + TE or Partner POC Proposal TM + Partner Retargeting Case study Product sheet Onboarding Onboarding CRMWEBSITE Emailing / Marketing automation Sales team organization / processes Referral campaigns Onboarding / Client success process TOOLS & PROCESSES Content
- 38. INFORMATION ARCHITECTURE • The structure of a web site as exposed to users • First step to design/ refresh an app or website Example of high-level INFORMATION ARCHITECTURE
- 39. WIREFRAMES VS VISUAL DESIGN UX VS UI • WIREFRAMES show the basic skeleton of how information will be positioned on a page • VISUAL DESIGN adds the branding elements to the wireframes to represent what users will see • WIREFRAMES should always be designed and signed off BEFORE visual designs 1-Wireframes 2-Visual design
- 40. GREAT USER EXPERIENCE = > MORE emotions > LESS Friction > Empower users to find quick solutions and continue with their everyday lives HOW TO MAKE IT HAPPEN It requires a dedicated focus and investment across the business Must be based on strong user insight and data, not just assumptions / intuitions Employee experience is as important as customer experience Focus on avoiding friction, unhappy customers are 10x more vocal than the happy ones Use tried and tested modular solutions such as website builders, marketing automation SAAS vs building from scratch Start small, test & learn
- 41. TOP 5 BEST UX PRACTICES FOR SUSTAINABLE START-UPS 1. Bring to life your product/service in the best possible way…even if it’s not live yet! Great storytelling can bring powerful emotions. 2. Get real, user journeys are always interrupted, so fix the leaks and find ways to re-engage users (shopping cart recovery, retargeting) 3. Research and create investors persona to adapt your pitches and your website 4. Translate your sustainable benefits into something tangible and inspiring – not tonnes of C02 5. Create client onboarding and referral programs …. And of course hire us to give you a hand ;)
- 42. Q&A
- 43. “In the war we are all fighting for a better future for everyone, outstanding UX will be the Trojan Horse of your impact innovation”
- 45. PSYCHOLOGY OF CLIMATE CHANGE • https://www.triplepundit.com/2015/09/psychologica l-barriers-sustainable-living/ • Book: https://www.chelseagreen.com/product/what-we- think-about-when-we-try-not-to-think-about-global- warming/ • This is service design doing /doing (book) • UX trainings: General assembly • https://www.nngroup.com/articles/service-design- 101/ • The Power of Habit: Why We Do What We Do, and How to Change • Persona examples: https://venngage.com/blog/user- persona-examples/ BEHAVIOURAL PSYCHOLOGY - CX – UX – SERVICE DESIGN THINKING FURTHER READING