James Wynne is Director of User Experience for Sandstorm and has been in digital product development since 1996. He has worked as a UX designer for a myriad of clients including large eCommerce brands, mobile device manufacturers and integrated marketing agencies.
As we partner with clients to reimagine how to drive their businesses forward, one request we’re often asked is how to use Artificial Intelligence (AI). As AI continues to evolve, so does the practicality of how and when to use it.
In the midst of rapidly changing customer demands, it’s more important than ever to make websites and digital channels more beneficial and highly relevant for users while improving the overall customer experience. Through the use of AI-enabled web analytics, brands now have access to the insights they need to inform more relevant and targeted content delivery.
Here are 3 examples to leverage AI on your website:
1. Intelligent Chatbots
One of the most common applications of AI on websites are intelligent chatbots that have a “conversation” with the visitor, acting as a customer support specialist to direct them toward relevant content and offerings, then verify that it achieved the desired outcome. The chatbot can direct users to self-service tools, human support staff, or alternative methods of contact as needed.
Sandstorm implements solutions that support chat functionality directly in content management systems (CMS) like Drupal with its Chatbot module, but can also integrate third-party chatbot tools like Botsify and others.
2. ‘Look-a-Like’ Models
AI can also include tracking a visitors’ activity for common patterns of search, navigation, and conversion events – identifying “look-a-like” models that can guide similar visitors to content of improved relevance. This often adds a recommendation engine like on Amazon. Artificial intelligence and machine learning relies on the quality and quantity of useful data, including indexed content of the site and applying taxonomy and relationships, utilizing the CRM database, incorporated community platform data, and tracking visitor activity.
Highly relevant, personalized experiences can be created using platforms like Kentico or Acquia Personalization with its built-in personalization features, but can also integrate third-party marketing automation platforms that leverage AI like Hubspot or Marketo.
In addition to information on the website and data about activity on the website, Sandstorm leverages tools that provide omnichannel tracking including social media and targeted email to drive personalization that informs and improves user experience on the website.
Artificial Intelligence is also baked into analytics platforms like Google Analytics to highlight insights on visitor behavior and trends that can be leveraged to prioritize content creation and identify where to make changes to the website to best support your visitors.
Sandstorm implements Google Analytics on all of our website development projects, or in conjunction with additional native analytics platforms like Adobe Analytics or other platforms. Supplementing the automated insights of these platforms, Sandstorm also provides advanced data research and reporting services, leveraging tools like Google Data Studio and Tableau.
In How AI can shape the future of UX, Sandstorm CEO Sandy Marsico shared “AI and predictive analytics help to determine what the user wants, needs, or does next. AI assists in adding insights, but it doesn’t tell the whole story.”
And while not a replacement for human analysis, AI does play an important and evolving role. “We’re all trying to predict the future,” she says. “AI won’t figure out the problems we need to solve — AI helps us have a deeper understanding of our user so we can tailor our content and messaging to anticipate motivations and behaviors.”
Looking to use AI to drive your business forward? Contact us today to schedule a time to connect!
The Agile Process
Scrum? Agile? Waterfall? Kaban? You likely have heard of these concepts and maybe adopted some version to your software, application or website development projects.
In its simplest form, Agile methodology is a project management process.
Scrum comes from the sport of rugby, where in a scrum formation everyone plays a specific role working towards a quick adoption of strategies. In complex projects just like on the rugby field, scrum facilitates team collaboration and iterative progress towards a goal. Teams practicing Scrum use Agile methodology.
As a Scrum Master, I make sure the team lives agile values and principles and follows team processes and practices. The responsibilities include establishing an environment where the team can be effective and clearing obstacles along the way.
For a look into how we put all this into practice, here is work we did recently in partnership with the nation’s leading trade association representing boat, marine engine, and accessory manufacturers, the National Marine Manufacturers Association.
The National Marine Manufacturers Association (NMMA) has an expansive ecosystem of websites across multiple business units and the boat, marine engine, and accessory manufacturer audiences it serves. Primary among these websites are more than 15 websites that serve the Boat Shows happening across the country, like the Chicago Boat Show (www.chicagoboatshow.com), which hosts hundreds of thousands of attendees.
Over the past two years, NMMA made significant investments in Acquia (Drupal’s Platform as a Service, PaaS) and moved its websites to the Acquia Cloud and Digital Experience Platform (DXP), with the goal of centralized site and application management and reducing the time required for labor-intensive infrastructure management.
Following the transition to Acquia, NMMA asked for Sandstorm’s support against clear goals for the project of providing centralized management of the multisite environment, uniform content blocks and streamlining code as well as fully optimizing the site for performance, SEO, user flow and content administration.
The highest priority for NMMA was tackling the Boat Show sites, as there were UI updates and improvements that needed to be implemented. We also needed to re-architect the multi-site management so the collection of roughly 15+ sites used consistent theming, features and components along with the set-up of continuous integration. This meant creating a deployment structure to support clear data management of the different sites, including content blocks and forms and controlling the changes to be tested through one branch.
Given the time-sensitivity and breadth of the work needing to be done, Sandstorm and NMMA collaborated through an Agile development methodology, using the Scrum framework. This supported a combined Sandstorm & NMMA team with clear roles, an ability to prioritize what stakeholders needed the most, and the ability to adhere to a tight timeline with productive, incremental sprints.
Each sprint was prioritized by NMMA to include enhancements, structural updates, and process improvements while keeping close management of the backlog, so we could reprioritize as the needs of the business shifted. Sandstorm led a daily scrum where the full team communicated tasks, updates, challenges, etc., which provided a continuous cycle of teamwork-led solutions each day.
There were several successes from an agile-led partnership for both NMMA and Sandstorm, including:
- Improved administrative user experience and streamlined management of the NMMA Boat Shows websites within the multi-site framework.
- Allowing for one branch update to affect multiple sites and changes to be adapted faster with no rework for the individual sites.
- Improved technical documentation. By managing development features and notes via Jira cards, we were able to instantly improve technical documentation and help structure the deployment processes.
- Stronger NMMA ownership. With an integrated approach and stronger team-wide knowledge and documentation of the systems and processes, NMMA was able to take more ownership of the product and had the tools in place to support current and future team members.
- This was key for the multi-site deployment process and management of the separate databases per show site.
- The development and deployment process can be controlled by the NMMA team and not one single team holds the keys to that process alone.
- The NMMA team became sufficiently knowledgeable in managing their improved Acquia & Drupal 8 website’s structure and can stand on their own.
- This allows NMMA to leverage Sandstorm’s expertise for future code enhancement implementations instead of spending budget resources on day-to-day management.
With this implemented Scrum framework, the combined Sandstorm and NMMA teams were able to build features efficiently, easily prioritize work and progress through the project quickly and successfully.
Want to learn how our integrated Agile and Scrum methodology can help move your development efforts forward? Contact us today to learn more!
Website usability testing consistently demonstrates value by creating the optimal user experience BEFORE the cost of development begins.
With an onsite usability lab, mobile testing equipment, and remote testing capabilities (perfect for COVID-19), working with Sandstorm is like having your own in-house user research and usability department. We've conducted 3,400+ hours of UX research and usability studies globally for everyone from tech start-ups to Fortune 500 organizations, retail commerce to membership organizations, on mobile devices, tablets, and desktops. Our usability service and methodology were developed by a Ph.D. in Human Factors.
Below are the 5 most commonly asked questions regarding usability testing.
1. How does it work?
Our website usability testing involves watching people trying to use your website for its intended purpose. Starting with real-life scenarios, Sandstorm will observe, record, and take notes while a user performs the task to get to the core of what works and what doesn't on your website.
Website usability testing allows us to determine whether or not users can accomplish specific goals. It is part of our user experience design philosophy that allows us to collect first-hand behavioral data from real users. Each usability test consists of creating a test plan, conducting the study with actual users, analyzing findings, communicating results, and making design recommendations based on our findings. As a result, we save development time and money and reduce guessing and subjective arguing.
2. How long does it take?
On average, a series of usability studies can be conducted over 1-2 days. The entire process including protocol development, recruitment, scheduling, and testing lasts about 3-4 weeks.
3. Where do you conduct the study?
Usability testing can be done anywhere -- onsite in our usability lab, across the globe, or virtually based on your requirements. This flexibility has become much more important in the midst of the pandemic.
4. What is my end result?
A full website usability report including the usability study details as well as key findings AND a recommendation for every finding (most reports don't - that's where our consulting comes in). Upon request, we also provide detailed presentations that highlight our findings and include audio and visual of users participating in the usability study. We can also create detailed wireframes, flow diagrams, or design updates based on our findings to get you to your end result quicker.
5. Where do you get your participants from? For B2C clients, recruiting from the extensive Sandstorm network and supplementing with social media works great. For B2B organizations it's often a combination of our client providing contact info of customers (or members); social media recruiting; and if it's a specific request (c-suite, etc.), we include a recruiting firm in our search. People are happy to provide their feedback, and we always pay a gratuity.
Did you know we only need 5-6 users to uncover 80% of your usability problems? Happy to chat about our website usability testing - reach out!
If your website was a physical location, would you build it without access for people with disabilities? Of course not. You’re not a heartless monster. But a surprising number of websites forget about the needs of people with disabilities. Inclusive design seeks to change that.
The principle behind inclusive design is creating products and services that everyone can use. Not only does that provide accessibility to your website for people with disabilities, it creates a better experience for all of your users.
Color contrast is a big part of inclusive design and web accessibility. As one of the most important tools in our utility belt, color choice is a big part of a designer’s work. We use it for emotive and illustrative purposes. Red, for example, can be a great color to highlight importance and urgency. Contrasting it with white type can help draw the eye, and that color combination is great for getting users to address alerts.
So what happens when a user has difficulty seeing the color red? Well, it turns out that white text on a red background is completely invisible to people with color blindness—something we discovered during one of our usability studies. In fact, there are a number of color combinations that cause problems for the visually impaired.
Luckily, there are organizations like World Wide Web Consortium (W3C) to create standards for accessibility issues like color contrast. In fact, W3C went so far as to establish extensive Web Content Accessibility Guidelines, and the web community responded by developing tools that help designers create more inclusive sites.
Some of those tools, like WebAIM and Colorable, focus specifically on color contrast. To meet WCAG, normal, non-bolded text should have a contrast ratio of at least 4.5:1; for large text it should be at least 3:1.
What else can you do to start making sure your website is more accessible and inclusive?
1. Add Alternative Text to Images
“Alt text” is essential to web accessibility. Assistive technology, such as screen readers, relies on alt text to turn images into braille or speech for the impaired.
Most content management systems, like Drupal or Kentico, include an alt tag field for images. Start with your company logo, then add descriptive alt text for each image on your site.
2. Use the Right Heading Structure
Correctly ordering the HTML headings on each page makes it much easier for screen readers and the visually impaired to navigate your site. While design considerations might require this order to shift, try to follow it where you can. At the very least, make your page title and h1 consistent—it’ll help the people using screen readers to make sense of the content.
3. Stop Using “Click Here”
For many reasons, please stop using “click here” as link text. Not only does it make content seem outdated, “click here” is a vague and confusing link description for people who use screen readers. Instead, use strong verbs that tell users what you want them to do and what they get in return:
- Register for the event
- Request more information
- Download this report
4. Utilize Free Web Evaluation Tools
In addition to color contrast tools, enterprising developers have created lots of free tools that evaluate your website’s accessibility.
WAVE, for example, provides a breakdown of errors, alerts, and features in a list form and a visual overlay so you can identify opportunities to improve your site.
Web accessibility isn’t a cut-and-dried, check-it-off-the-list process. But when you design with all of your users in mind, you make your website a more inclusive place to be. And who doesn’t want to be a part of that?
Earlier this year a German court ruled that Amazon’s ‘dash’ buttons violated that country’s consumer protection laws. These super convenient networked devices stick on your fridge or washing machine to order things like laundry detergent and pet food with the simple push of a button. German law requires shoppers to have price information at the time of their transaction. Amazon’s buttons, designed to be convenient, only provided a product logo and a button so users wouldn’t know if a price had increased, decreased or how it differed from competitors.
At Sandstorm, our core eCommerce UX principles include:
- Transparency in pricing
- Giving users the ability to quickly and clearly modify or cancel an order
- Providing ways to quickly decline cross-sells and up-sells
While users have come to expect a standard ‘exit through the gift shop’ process, they are also savvy enough to know that eCommerce sites like Amazon and Expedia may not be showing them the cheapest options first.
Our user research has shown that the current eCommerce shopper is one who will prioritize convenience as much as cost. We refer to this persona as the ‘Energy Manager’. She has little time, is often multi-tasking, desperately craves convenience, and expects competitive pricing. From a saving money standpoint, the Energy Manager will apply all of the coupons and promotional codes she can find and will split orders to use more coupons.
She is also very wary of sites that engage in deceptive practices or make her jump through hoops to complete a transaction. Often these are the sites that do not get return visits.
There Is A Cost For Bad Behavior
While you may be able to frustrate users with complicated interfaces or processes to try and get them to do what you want, ultimately the only thing you’ll achieve is user frustration and brand denigration. Even worse, you’ll probably just earn yourself more customer service calls and brand-eroding, sometimes viral, dreadful complaints across social media channels without achieving the business outcome you desired.
But We Really Want To Sell You That Beer
For example, a Chicago neighborhood movie theater uses its own non-responsive website to sell tickets. The theater uses a drop down for the type of ticket the user would like to purchase.
While lots of folks enjoy a good beer with their movie, it’s apparent that not everyone does because the theater added a note to try and prevent users from making the wrong selection.
So here you have a situation where the theater is defaulting a choice that will make them more money by upselling a beer but have clearly run into the issue of users making the default selection by mistake and then complaining. The resolution to these complaints? Add more copy (i.e. noise) to try and avoid the error.
A transparent, ethical, best practice eCommerce UX solution would be:
This way the user has to intentionally make the selection that applies to them with the most common selection listed first. The business still gets to offer the beer upsell but doesn’t have to deal with as many complaints and no copy is required to work around the error case.
Being Good Pays Off
Users understand that eCommerce sites are businesses and are intended to make money. At Sandstorm, we have discovered that when a businesses’ profit model is clear, it tends to engender more confidence from the user as the best digital experiences are centered around a value exchange (i.e. “I give you my email and you give me a deal”). eCommerce sites that follow UX best practices provide clear pricing information along with relevant up-sells and cross-sells and easy ways for the users to get what they want quickly and easily are the ones who will earn their users’ loyalty. Good UX and good eCommerce will pay off in smoother transactions, less customer support and more repeat business.
Does your eCommerce site provide the pricing transparency and easy shopping experience that users want and good business demands? A great way to find out is with a standardized heuristic evaluation that grades your site on 10 common usability metrics. Contact us to get started.
Since 2005, the Drupal community has gathered at DrupalCon to learn, explore and share. Embracing our “Be Curious” core value, Sandstormers headed for Seattle, WA to the 2019 DrupalCon conference, in order to glean new insights, stay on the pulse of the Drupal roadmap, and uncover better ways to leverage Drupal, all while experiencing the beautiful Pacific Northwest.
Here’s what you need to know from this year’s conference.
1. Don’t wait for Drupal 9. If you’re on Drupal 7, start planning your migration to Drupal 8 now.
Drupal 7 will no longer be community supported as of November 2021. Powerful new features are being released for Drupal 8 every six months, and the path from Drupal 8 to 9 is being engineered to be easy. Moving to Drupal 8 now is the smarter business decision and better investment for most websites.
Why upgrade now instead of later?
Migrating sooner will significantly reduce the delta of the platform, module and architectural changes that need to be addressed. The migration from Drupal 7 to Drupal 8/9 is a significant shift, there’s no getting around that. By upgrading now, you’ll be able to address these changes now, which should put you on a much simpler, less costly upgrade path, once Drupal 9 is released.
In addition, by moving to Drupal 8 now, your ongoing investment in the platform will sustain as you upgrade to Drupal 9. Short-term investments in Drupal 7 (custom development, modules, features, etc.) may need to be re-written once you’re ready to upgrade.
2. Your website speed directly impacts your revenue.
Speed matters- that’s not new. But the disparity between fast sites and slow sites continues to grow. It’s simple: the slower the site, the less revenue you’ll generate. If your site loads in less than 5 seconds, you’re generating about 2x more revenue than if your site was slower.*
…And if that isn’t convincing, consider Amazon, who loses 1% of sales for every 100 milliseconds of increased response time.
3. Seriously consider adding GraphQL to your Drupal environment.
GraphQL (www.graphql.org) is a querying language for APIs and acts as a common language between services and applications. GraphQL was created originally by Facebook as a data-fetching API, so it needed to be powerful, yet easy for product developers to use. Today it powers hundreds of billions of API calls per day.
Why does it make sense?
GraphQL is a powerful choice for businesses who have many disparate services and offerings that need to communicate as it serves as a common language between them. Think of it as the glue that binds the business’ functions together. For example, with GraphQL, the sales app can ask the inventory app if an item is in stock and if either app gets rewritten or modified the communication between the two will not break.
In addition to the simplification of service-service communication, apps using GraphQL can be quick even on slow mobile network connections. While typical REST APIs require loading from multiple URLs, GraphQL APIs get all the data your app needs in a single request.
"I think GraphQL wins my heart because it changes human behavior" - Garrett Heinlen, Netflix
In addition to Netflix and Facebook, companies like Shopify, Walmart, Yelp and the New York Times have embraced GraphQL.
4. Advanced Automated Visual Testing will be a massive step for QA.
Humans can’t detect the most subtle changes in a site but Advanced Automated Visual Testing can. With an automated system for finding discrepancies, we can expect shorter soft release cycles and a larger device operating matrix – making the job easier for QA. This also equates to reduced costs and time savings in identifying those sticky, small bugs.
There are many tools available to enable automated testing in the development cycle, such as WebdriverIO (https://webdriver.io/).
By leveraging the power of automated testing, QA can focus on meaningful work instead of “spot the difference” games.
5. Improving accessibility can produce a clear ROI.
Many companies think about accessibility as it relates to legal compliance. That's a valid concern, but improving your accessibility also presents a huge business opportunity. Improving accessibility can mean increasing the reach of your site by up to 20%.**
Beyond making your content more available to more users, your efforts will likely also drive more traffic through the natural SEO benefits of having well-structured content.
Improving the accessibility of your site is a lifestyle, not a one-time event. Contact us to schedule your Drupal Accessibility Audit.
Concerns with Drupal 7’s end of life for your existing Drupal site? Need a place to start?
Contact us to schedule your Drupal 8 Readiness Assessment to see if moving from Drupal 7 to 8 is right for you!
For more DrupalCon details, check out the State of Drupal presentation: https://dri.es/state-of-drupal-presentation-april-2019
*Joe Shindelar. “Gatsby & Drupal”, DrupalCon Seattle 2019
**Aimee Degnan, Caroline Boyden. “Accessibility Deep Dive”, DrupalCon Seattle 2019
We do a lot of branding and rebranding for clients here at Sandstorm. Naming is a fundamental piece of any organization’s identity, and we do not embark on this process lightly. It requires clients to do a lot of reflection about where they are today and where they want to be 5, 10, 20 years from now.
In order to ensure the company name resonates with clients, customers or members, we conduct thorough discovery to unearth who the organization is at its core. The research does not end there; we then look at competitors and like-minded organizations outside of our client’s industry to see where the opportunity, or “white space,” is. It is fundamental that a company name honestly represents the organization. It also needs to differentiate itself, but not stray too far from the core identity.
Here are tips for success when embarking on the business renaming process:
Tip #1: Easy to Say and Spell
Make sure the name is easy to say and spell. In the age of Google, you want to make sure that you are easily found when someone is searching for you. The name also needs to be easy for someone to spell while they are talking on the phone or writing out an email address.
Tip #2: URL Availability
Don’t forget to make sure there is an appropriate .com URL available that has some iteration of your name. You may have a great company name, but if there is no intuitive URL available, or if it’s ridiculously expensive to secure, then you are going to make things very difficult from a digital marketing perspective.
Tip #3: Rename for a Good Reason
If you are renaming, be absolutely sure you have solid reasons for doing so.
- Has there been any bad press about your organization with the current name?
- Have you moved your organization in a direction that no longer aligns with your name?
- Do you offer different things then you did when you initially named your organization?
- Will a new company name help better articulate the new offerings?
Do not rename just because you acquired another organization unless this acquisition redefines how you’re positioned in the marketplace. You should not choose a new company name because you are launching a new product, either. That is, unless the product will fundamentally redefine your target and competitive arena.
Tip #4: Your Name Must Mean Something
Your new company name should reflect your organizational values and purpose. Don’t go chasing shiny objects, buzzwords or “the zeitgeist” and hope that the organization will follow. You will be setting up an expectation that will be hard to meet if your name, mission, and people do not fundamentally align. Get your organization aligned for this change before trying to rename. Once your team is all on board, that’s the perfect time to announce your newly minted organization to the world.
Tip #5: Can the name cover your long-term goals?
Your company name needs to have longevity. What you call your company today needs to be big enough to account for changes and growth for years in the future. Renaming a company is time-consuming and is a considerable investment in your organization's future. The name itself seems small, but what it represents is immense. Naming and renaming should be approached thoughtfully, in order to garner the most ROI from the change.
Naming and renaming are fun projects. There is so much potential in a new name. Follow these five tips and you will be well on your way to a solid name.
[If you need some help with renaming, contact us, and we can put these considerations into action with you.]
As part of our annual review process we use the start, stop, continue retrospective technique. We've found it's a great way to recognize successes and opportunities for growth for individuals, teams and organizations. Thinking about the digital transformations we've seen with associations lately, below are some retrospectives on what we see trending with membership organizations.
Creating a culture of data. Using data to inform your decisions and weaving that into everything you do is critical to success. We are working with an association today where we're collecting and analyzing data to identify educational gaps and drive new products (and revenue). We're also utilizing data to drive content and functional requirements on new website builds to improve the member experience. By taking a fresh look at member data for a global membership organization, we were able to re-interpret the data and create new marketing campaign messaging to increase membership and product sales. The combination of qualitative and quantitative data helps associations turn subjective decisions into objective ones. Even when we're talking creative and UX – data science for us plays a huge role.
Stop building websites in proprietary technologies on a web dev shop's server as you are trapping yourself and it’s completely unnecessary now. Many leading associations are utilizing off-the-shelf content managements systems like Drupal, Kentico, etc. to integrate with their AMS and LMS systems, provide personalized member experiences, and track analytics and KPIs. Then you have options when it comes to supporting your chosen system. You can choose to have the original digital agency maintain and support your site, you can select a new partner for support, or bring it in house. We also recommend you own the hosting relationship with a 3rd party provider such as Rackspace, Azure, or AWS so you are never "stuck". We have taken over the maintenance and support for so many association websites that didn't get the service, attention to detail, nor strategic thinking to drive their association forward, and it was all possible because of the CMS they selected (and it's always a smoother transition when a 3rd party hosting provider is involved but not necessary).
Continue focusing on member engagement, member value and the overall member experience. This is what we love most about associations. It doesn't matter if you're a trade association or medical, large or niche, everyone shares a common mission to help your members become more than they can on their own. One of the most common challenges and motivations we've seen for launching into a new website overhaul was to improve their members' online experience and increase online member engagement. And we get it – we, too, are all about the user. When you look into the member journey, continue at all touchpoints to remember we're all just people trying to be the best version of ourselves. Keep the humanity alive in your organization that you have already mastered.
Dr. Karen Bartuch, Sandstorm's Director of Data Science, presented 10 practical innovation tips at the Association Forum Holiday Showcase.
For most organizations, innovation is table stakes for long-term growth and a competitive advantage. Yet, according to McKinsey, 94% of managers surveyed were dissatisfied with their organization's innovation performance. So why are some organizations better at it than others? Google employees are encouraged to spend 20% of their time, in addition to their regular projects, to work on what they think will most benefit Google. Both AdSense and Google News were created this way. But I know what you're thinking, we're not Google.
Innovation is a deliberate choice, and in most organizations, it doesn't accidentally happen as your people need permission to explore and create. And everybody has the capacity to create according to the Componential Theory of Creativity, "..all humans with normal capacities are able to produce at least moderately creative work in some domain, some of the time—and that the social environment (the work environment) can influence both the level and the frequency of creative behavior."
Below are 10 practical tips to unlock your inner innovator and incorporate it into your daily life:
- Don't worry about critiques
- Forget the need to be 100% original
- Go from specific to abstract
- Be aware of shortcuts and biases
- Practice diversity
- Get hands on
- Spend a day in the life
- Carry a sketchbook
- Work during your “peak time”
- Inject humor into the workplace (check out Karen's TEDx Talk)
During this session, attendees got the opportunity to synthesize what research is telling us about the need and desire for innovation, and understand key strategies to infuse creativity and innovation in your organization. Contact us if you want to discuss any upcoming innovation initiatives you'd like help with.
It’s hard to create remarkable brand experiences without an inspiring insight into the user. I’ve always considered user insights to be the single most important component of a creative brief, and it’s no surprise that it’s also the most challenging component to develop. The process of uncovering a meaningful insight starts with understanding the user. You need to know your audience well beyond the demographics. How does he think? What does she feel? Not just about your product or service, but about the category?
It’s critical to understand the difference between an observation (a demonstrable fact about your product/service and your user—the “what”) and an insight (recognizing what motivates them—the “why”). It takes time and effort to sort through the more obvious observations to reveal the insight.
But it’s time and effort well spent. Properly developed and crafted, an insight serves as the inspirational launch pad for creative development, providing the illuminating Aha! that makes the message resonant and meaningful. The best insights address the solution, not the product/service. As the old saying goes, people don’t want eighth-inch drill bits; they want eighth-inch holes.
What are other elements of a great user insight?
- It illuminates the user more than the product or service
- It applies to the category more than the brand
- It’s single-minded and can be simply stated
- It’s about the universal and eternal, rather than the trendy
Let’s look at a handful of acclaimed campaigns and the insights that spawned them.
Dove: “Real Beauty”
The insight: Women—who come in all shapes and sizes—had become increasingly exasperated with the narrow portrayal of female beauty in the media.
The research that revealed this insight led to the creation of a breakthrough marketing strategy: “To make women feel comfortable in the skin they are in, to create a world where beauty is a source of confidence and not anxiety.” The campaign built on this strategy looked like nothing the industry had seen before. The launch of the campaign received substantial media coverage from mainstream news broadcasts and publications, as well as talk shows and women’s magazines. Parent company Unilever has estimated the media coverage to be worth more than 30 times the purchased media.
California Milk Processor Board: “Got Milk?”
The insight: People wait until they’re out of milk to realize that they should buy more.
During a consumer focus group on milk held 25 years ago, someone said, “The only time I even think about milk is when I run out of it." The insight revealed by that remark became the foundation for a campaign that entertainingly presented what might happen if you allowed yourself to run out of milk. The “Got Milk?” campaign achieved over 90 percent awareness in the U.S., and the tagline has been licensed to dairy boards across the nation.
Old Spice: “The Man Your Man Could Smell Like”
The insight: Wives and girlfriends are more likely to buy men’s body wash than men are.
Consumer research revealed that for years Old Spice had aimed messaging for its body wash and hair care products at the wrong audience. The first commercial, featuring actor Isaiah Mustafa, was an overnight sensation and became a cultural phenomenon. Sales surpassed expectations and today Old Spice is the number one selling brand of body wash for men in the U.S.
At Sandstorm, our thoughtful, scientific approach to user research reveals illuminating insights on which effective brand strategies are built. For example:
Ensono: “Operate for Today. Optimize for Tomorrow”
The insight: Chief information officers are looking for resources to help them not just keep the data center running, but deliver strategic innovations that drive revenue.
Extensive primary and secondary research revealed how the role of our user, the CIO, was evolving. CIOs were increasingly being expected to make strategic contributions in the boardroom, moving from a traditional “build-and-feed” model to a construct that could be described as “dream and direct.” We developed a brand campaign for our client Ensono (which provides IT infrastructure management outsourcing) that positioned Ensono as “the company that dreams,” helping CIOs address their current needs and deliver on tomorrow’s objectives.
We developed the new name and brand identity for Ensono, designed and developed its new website and created an expansive portfolio of marketing materials. In one year, the site saw a 703 percent increase in total page views, an 859 percent hike in unique visitors and a 955 percent increase in lead form submissions!
We’d be delighted to help you find the unexpected user insights that deliver an enhanced brand experience. Contact us today to get started.