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Hogeschool van Amsterdam Interactieve Media From personas to segments: linking personas and scenarios to marketing practice UCD Hoorcollege blok 1 week 9

Hogeschool van Amsterdam Interactieve Media Learning goals  By the end of the colleges and reading you should:  Be aware of the role of marketing in an organization  Know what makes up a marketing offer  Understand how marketing offers are based on marketing core strategy (segmentation, targeting, differentiation and positioning)  Know how UCD fits into the process of developing marketing offers and how personas are linked to market segments

Hogeschool van Amsterdam Interactieve Media Agenda  The purpose of this hoorcollege  UCD, the story so far…  The role of marketing  Marketing strategy  Where does UCD fit in?  Summary

Hogeschool van Amsterdam Interactieve Media The purpose of this hoorcollege  I would argue that UCD is an important part of the marketing process  (Some might disagree with me)  But UCD is only one part of the puzzle of developing offers that create mutually beneficial exchange  This is the goal of an(y) organization  My aim here is try to show you how UCD fits into the picture  I want to create a bridge between UCD and marketing

Hogeschool van Amsterdam Interactieve Media UCD, the story so far

Hogeschool van Amsterdam Interactieve Media UCD brings the user into the product development process to develop better products

Hogeschool van Amsterdam Interactieve Media UCD in blok 1  In blok 1 we have focused on stages of my simplified UCD process  We looked at how this can be used to: 1.Put the user at the centre of a product development process 2.Generate a list of user requirements for the product we are going to develop  There are however, stages before and after this  We must look at these in more detail

Hogeschool van Amsterdam Interactieve Media To do this we must bring marketing into the mix

Hogeschool van Amsterdam Interactieve Media UCD & products  UCD is focused on the user and their goals and behaviours  The aim of UCD is to create products that deliver a positive user experience  But products are not everything  For example…

Hogeschool van Amsterdam Interactieve Media How about these two products? Ipod Touch Price € 299 Storage 8 GB Music, Photos, Podcasts, WiFi, Apps, Multi-touch screen Microsoft Zune Price € 249 Storage 30 GB Music, Photos, Podcasts, Video, FM Radio, WiFi

Hogeschool van Amsterdam Interactieve Media What’s the difference?  User experience is one part of the difference  iPod is cross platform, has iTunes and legendary ease of use  But this is not everything  There are other differences are not related to the ability of the product to meet user needs

Hogeschool van Amsterdam Interactieve Media The secret of the iPod’s success  The iPod is successful because (at the moment) it is considered by the majority of consumers to be a better offer  Better design  Better user experience (esp with iTunes)  Better (perceived) price / benefits ratio  Easier to purchase  Overall just more sexy  As a result more customers are willing to enter into an exchange with Apple than Microsoft for an MP3 player  And more users enjoy the “iPod experience” which leads to positive feedback to future customers  This is what marketing is about…

Hogeschool van Amsterdam Interactieve Media The role of marketing

Hogeschool van Amsterdam Interactieve Media Remember this? I’m thirsty Ah, happy shareholders ! That’s better! Exchange is the process where you willingly give something of value to another, in return for getting something of value to you

Hogeschool van Amsterdam Interactieve Media Exchange & marketing  Marketing’s role is to generate mutually beneficial (wederzijds voordelig) exchange in such a way that the target customer will choose your offer (of exchange) above competing offers  But as we have seen with the iPod an offer is not just the product  There is something more involved

Hogeschool van Amsterdam Interactieve Media Marketing (core) strategy

Hogeschool van Amsterdam Interactieve Media What is a marketing offer?  A marketing offer is a combination of elements that make up the thing the customer is offered by an organization  This is known as the marketing mix  It consists of the 4Ps  N.B. there is a lot of debate about the idea of the 4Ps some argue it is outdated, some argue there are more Ps  I consider 4Ps to be sufficient in most cases (there are exceptions - especially in services) - it is after all just a tool to help us think about our offer to our customer

Hogeschool van Amsterdam Interactieve Media The 4Ps of the marketing mix  Product  The thing the customer buys that will be used  The benefits and user experience the thing delivers  All the extras that make using and buying the product a positive experience  Price (prijs)  What the customer gives in exchange for owning or using the product  Place (plaats)  How the product gets to the customer (distribution)  Promotion (promotie)  How the customer and user find out about the product, price and place

Hogeschool van Amsterdam Interactieve Media How is the marketing mix (the offer) created?  Every offer consists of a different mix of these elements  To decide how best to develop the right mix marketers develop a marketing strategy

Hogeschool van Amsterdam Interactieve Media Stages in marketing strategy development

Hogeschool van Amsterdam Interactieve Media Where does UCD fit in?

Hogeschool van Amsterdam Interactieve Media Summary  UCD is about ensuring positive user experiences  UCD is an important element of the goal of marketing - to create mutually beneficial exchange  But it is not the whole story  Creating mutually beneficial exchange requires a combination of elements - usually called the marketing mix  Marketers use marketing strategy to develop unique offers for each target customer that create a strong positioning in the mind of that customer  UCD basis its personas and scenarios of the segments chosen in the marketing strategy  Positive user experience is a powerful tool to help develop positioning  UCD develops user requirements that feed into the product element of the marketing mix

Hogeschool van Amsterdam Interactieve Media Next week  Hoorcollege - preparing for the exam  Werkcollege - blok assignment presentations