NM4210 User experience

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NM4210 User experience

• Class 5 Lessons from marketing

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Designing for UX

• Re-cap
• Designing for user experience is not a method it
  is way of thinking.
• Each lecture session is a snap-shot fodder for
  thinking. You have to connect dots construct
  knowledge.

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Tangram
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What is experience Marketing perspective

• Experiences are private events that occur in
  response to some stimulation (e.g. as provided by
  marketing efforts before and after purchase)
• Experiences involve the entire living being. They
  often result from direct observation and/or
  participation in events whether they are real,
  dreamlike, or virtual.
• Experiences are usually NOT self-generated but
  induced.

Experiential marketing Bernd H. Schmitt
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What is experience Marketing perspective

• Verbs that describe experiences (such as like,
  admire, hate, attract) typically describe
  the stimulus that produces the experience as
  opposed to the person who has the experience. -
  Roger Brown and Deborah Fish
• To demonstrate they showed people simple
  sentences of type X likes Y and asked Is this
  because X is the kind of a person who generally
  likes other people, or is this because Y is the
  type of person whom other people typically like?
• They found that people tend to assume the latter,
  and not only for like but for most other
  experiences verbs.
• As Marketer you provide stimuli that result in
  customer experiences you select he experience
  providers. Your are in charge. Depending what
  you do and how you do it , your company and brand
  are seen as more or less likeable, admirable, or
  attractive. This does not mean consumer is
  passive. It means that you have to take the first
  action.

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Why we buy - Value

• As consumers we at one time or another have all
  made purchases that made us feel good, look good,
  or helped solve a pressing problem. In other
  words, we made purchases based on the value the
  purchase provided. This is the nature of value.
  It motivates us to buy and determines what we are
  willing to pay. In fact, value is basis for all
  consumption.

Priceless Diana LaSalle, Terry A. Britton
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Why we buy - Value

• Value as it relates to consumption has fascinated
  scholars for decades. In fact, there is a field
  of study called axiology to deal with this
  phenomenon.
• What these studies determined is that while value
  is based on a variety of criteria, it boils down
  to one simple fact the final value of an
  offering is determined by the consumer.
• Value is in the eye of the beholder. Only the
  buyer can determine what value he or she finds in
  a purchase.

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Why we buy - Value

• All products and services possess some elements
  of objective and subjective criteria, both
  contribute to the overall values of an offering.
  These are not different types of value but
  different means of determining value.
• Objective value is based on criteria such a
  availability, size, quantity , hours to
  manufacture, and so on which decides price one
  should pay for the product or service.
• Subjective value is much more elusive. It is not
  the goods themselves that people desire, but
  rather the benefits these goods provide an
  increase in comfort or pleasure, the ability to
  accomplish new tasks, the esteem of others when
  they regard what we own.

Priceless Diana LaSalle, Terry A. Britton
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Value and the whole person

• Plain candle Source of light (survival), makes
  contact at physical level. Necessity during black
  out (objective). Cost 1
• Candle with perfume It is not only source of
  light it also produces fragrance (new dimension
  value). Aroma therapy, relaxation. Cost 8
• As master card ad would put it
• Matches -2 cents
• Candle -8
• Relaxation -Priceless

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• http//www.youtube.com/watch?vpnigNFLt52Q

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Value and the whole person

• Candle provides light
• Add perfume- expands the impact of the candle on
  the senses and
• with help of marketing, this candle will be
  associated with relaxation, comfort, and
  nurturing, thus increasing its value. Cumulative
  value, multiple hits on one or more levels of
  consciousness.

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Expectations give and take

• When customers make a purchase, they expend time,
  effort, money, thought, emotion and so forth. In
  exchange they expect value. Or to put it in other
  words, in exchange for their sacrifice, they
  expect rewards.
• To create a best value experience we need to
  limit the sacrifices and increase rewards.

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Expectations give and take

• Tony just got a big promotion. He wants to look
  best for his new appointment. Needs a haircut.
  Not happy with his present hair dresser.
• Based on his friends strong recommendation
  decides try Ninas a very reputed salon.
• On

• his first attempt to make an appointment,
  the phone is busy. On his fourth try he finally
  connects. Bad news, didnt get the date he wants
  but receptionist tells him she can squeeze him in
  for Monday with Samantha.

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Expectations give and take

• Monday Tony shows up 10 minutes early. Line is
  so long that it takes several minutes to check
  in. He is surprised why his friend feels that
  they have a great service.
• Finally he is seated in the shampoo chair, he
  gets a nice scalp massage included with the
  service. Relaxing experience, when he reaches
  Samantha, he is happy to find that she is a very
  pleasant and efficient person. Has a nice chat
  with her and he is happy with the haircut. Leaves
  nice tip for her.
• Feeling content he moves to check-out counter
  another long queue.

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Experience Event Matrix
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Class activity 15mts

• Think of any high value purchase or service you
  have experienced recently and try to map
  rewardsacrifice on Experience event matrix
• Group of 2 One will narrate the experience other
  will map the experience on the matrix

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Buying behaviour

• Sole aim of marketing and brand management is to
  reserve a place in consumers head.
• When the need arises their product/service would
  be the first choice.
• Four stages of buying behavior.

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Consumer decision making model

• Adapted from a consumer decision-making model
  Experience Engagement Process EEP developed by
  John Arndt
• Discover
• Evaluate
• Acquire
• Integrate
• extend

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Consumer decision making model

• Discover Beginning, a stage consumer identify
  products and service to meet specific wants and
  needs and to uncover possible sources for them.
  impulse to buy. Impulse may be
• Company induced and ad inspires some to make a
  purchase
• Self induced to fulfill ones need
• Situation induced situation dictates the
  purchase. E.g. something essential breaks down
  and needs replacement

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Consumer decision making model

• Evaluate To examine the possible choices
  discovered in sate one and narrow them down to a
  single winner.
• Collects information. Internet, consumer reports,
  articles and advertising. They scrutinize
  compare, study and with the options before making
  a decision.
• In a crowded market choice is based on subjective
  value a product provides

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Consumer decision making model

• Acquire Point at which goods and services are
  purchased. Seemingly simple activity is often
  riddled with complexity and in which a consumer
  sacrifices a lot (in terms of time, effort, money
  etc).
• Location vendor
• Parking
• Ordering
• paying

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Consumer decision making model

• Integrate Customer made the purchase. Now it is
  time to integrate purchase into their lives. By
  definition, integration is the process of making
  something a part of the whole.

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Consumer decision making model

• Extend A stage company and customer form a bond
  beyond mere ownership or use of a product or
  service. Point where business reaches for the
  soul of the consumer.
• Relating to their values and supporting what is
  important in their lives.

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Experience drama

• Things can go wrong at any stage of interaction
  with product.

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This is the ultimate nasty I decided not to buy
700 phone because of this form.
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Folding paper
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Tipping point
Malcolm Gladwell

• Law of the few Few exceptional people with their
  social connections, energy and enthusiasm can
  bring in drastic changes.
• Stickiness factor There are specific ways of
  making a contagious message memorable.
• The power of context Human beings are a lot more
  sensitive to their environment than they may seem

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The 22 Immutable Laws of Marketing - by Al Ries
and Jack Trout

• the law of leadership - it is better to be first
  than it is to be better
• Being first in the market is better than having a
  better product than a competition. Examples we
  all remember who first flew over Atlantic or who
  was the first man on the moon but almost no-one
  knows who was the second. Heineken was the first
  imported beer in USA and still is No. 1 imported
  beer. Same for Miller Lite, first domestic light
  beer. Being first doesn't matter if the
  idea/product is not good.

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The 22 Immutable Laws of Marketing - by Al Ries
and Jack Trout

• The law of the category - if you can't be first
  in a category, set up a new category you can be
  first in.
• Given that it's very hard to gain leadership in a
  category where competition already exists, it's
  better to create a product in new category than
  trying to attack existing categories. Category
  doesn't have to be radically different, e.g. if
  there's dominant player in imported beer, one can
  become the first to import light beer. If one
  can't be the first to fly over Atlantic, one can
  still be the first woman to fly over Atlantic.

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The 22 Immutable Laws of Marketing - by Al Ries
and Jack Trout

• The law of the mind - it's better to be first in
  the mind than to be first in the marketplace
• Is something wrong with the law of leadership
  (previously presented)? No, but the law of the
  mind modifies it. It is better to be first in the
  prospect's mind than first into the
  marketplace....Being first in the mind is
  everything in marketing. Being first into the
  marketplace is important only to the extent that
  it allows you to get into the mind first.

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The 22 Immutable Laws of Marketing - by Al Ries
and Jack Trout

• The law of perception - marketing is not a battle
  of products, it's a battle of perceptions.
• Marketing is not about products (their features
  or quality) but about perceptions (how people
  perceive products). Reality doesn't exist, what
  we call "reality" is just a perception of reality
  that we create in our minds. Honda is a leading
  Japanese car manufacturer in US but only third in
  Japan (after Toyota and Nissan). If the quality
  of the car was the most important thing it should
  have the same position in all markets. In Japan,
  however, people perceive Honda as a manufacturer
  of motorcycles.

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The 22 Immutable Laws of Marketing - by Al Ries
and Jack Trout

• The law of focus - the most powerful concept in
  marketing is owning a word in the prospect's mind
  
• The most powerful concept in marketing is owning
  a word in the prospect's mind". Owning in this
  context means that if people hear or see this
  word they usually connect it with a company that
  "owns" this word. IBM owns "computer". FedEx owns
  "overnight". You can't take somebody else's word

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The 22 Immutable Laws of Marketing - by Al Ries
and Jack Trout

• The law of exclusivity - two companies cannot own
  the same word in the prospect's mind.
• It's fruitless to try to take over a word that is
  already owned by a competitor. Burger King tried
  to own word "fast" which was already owned by
  McDonald and failed miserably. FedEx tried to
  take over "worldwide" from DHL.

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The 22 Immutable Laws of Marketing - by Al Ries
and Jack Trout

• The law of the ladder - the strategy to use
  depends on which rung you occupy on the ladder -
  each category has its own ladder or hierarchy,
  and where your product or service is in this
  hierarchy will determine your strategic options.
• Marketing strategy depends on your position in
  the market. If you're No. 2 you use different
  strategy than when you're No. 1 or 3. Avis was
  No. 2 in car rental and when they advertised as
  "finest in rent-a-cars" they had losses because
  their marketing wasn't credible (you can't be
  "finest" being No. 2). That had profit when they
  switched to "Avis is only No. 2 in rent-a-cars.
  So why go with us? We try harder". Then they had
  another disastrous campaign when they started
  claiming "Avis is going to be No. 1".

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The 22 Immutable Laws of Marketing - by Al Ries
and Jack Trout

• The law of the opposite - if you're shooting for
  second place, your strategy is determined by the
  market leader.
• If you're shooting for second place, your
  strategy is determined by the leader. Leverage
  the leader's strength into a weakness. Don't try
  to be better than the leader, try to be
  different. E.g. Pepsi marketed itself as a
  "choice for the new generation" when faced with
  Coca-cola's "old and established" brand.

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The 22 Immutable Laws of Marketing - by Al Ries
and Jack Trout

• The law of division - over time, a category will
  divide and become two or more categories.
• Over time a category will divide and become two
  or more categories. E.g. computers started as a
  single category but broke up into mainframes,
  workstations, personal computers, laptops etc.
  Cars started as a single category but divided
  into luxury cars, sport cars, RVs, minivans etc.
  Companies often don't understand that and instead
  think that categories are combining, believe in
  synergy. Leader can maintain dominance by
  addressing emerging categories with new brand
  names instead of using brand name successful in
  one category in a new category. E.g. when Honda
  wanted to go up-market it created a new brand,
  Acura.

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The 22 Immutable Laws of Marketing - by Al Ries
and Jack Trout

• The law of line extension - there's an
  irresistible pressure to extend the equity of the
  brand
• One day a company is tightly focused on a single
  produce that is highly profitable. The next day
  the same company is spread thin over many
  products and is losing money."

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The 22 Immutable Laws of Marketing - by Al Ries
and Jack Trout

• The law of singularity - in each situation, only
  one move will produce substantial results.
• People tend to think that success is the result
  of a lot of small efforts well executed, that
  working harder is a way to success. In marketing
  only thing that works is a single, bold stroke.

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The 22 Immutable Laws of Marketing - by Al Ries
and Jack Trout

• The law of success - success often leads to
  arrogance, and arrogance to failure.

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The 22 Immutable Laws of Marketing - by Al Ries
and Jack Trout

• The law of failure - failure is to be expected
  and accepted.
• Drop things that don't work instead of trying to
  fix them. Don't punish for failures (if you do
  people will stop taking risks).

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The 22 Immutable Laws of Marketing - by Al Ries
and Jack Trout

• The law of hype - the situation is often the
  opposite of the way it appears in the press
• When things are going well, a company doesn't
  need the hype. When you need the hype, it usually
  means you're in trouble.

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The 22 Immutable Laws of Marketing - by Al Ries
and Jack Trout

• The law of acceleration - successful programs are
  not built on fads, they're built on trends.

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The 22 Immutable Laws of Marketing - by Al Ries
and Jack Trout

• The law of resources - without adequate funding,
  an idea won't get off the ground
• Marketing is a game fought in the mind of the
  prospect. You need money to get into a mind. And
  you need money to stay in the mind once you get
  there.

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It is all about perception

• 4 Es
• Educate Educate customer, distributors and
  retailer about your product
• Explore why customer wants to buy your product.
  Observe their behavior
• Elevate Communicate how your product can elevate
  customers lifestyle.
• Entertain make learning about your product,
  buying it and using it a memorable experience