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BSB42415 CERTIFICATE IV IN MARKETING AND COMMUNICATION BSBMKG420 Create digital media user experiences Short Answer Questions Assessment Task (1 of 3) Student name: Mollie Neil Student number: E0937704 Assessment number: 32922/01 All terms mentioned in this text that are known to be trademarks or service marks have been appropriately capitalised. Use of a term in this text should not be regarded as affecting the validity of any trademark or service mark. © Open Colleges Pty Ltd, 2016 All rights reserved. No part of the material protected by this copyright may be reproduced or utilised in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without permission in writing from the copyright owner. Requests for permission to make copies of any part of the work should be mailed to Copyright Permissions, Open Colleges, Level 11, 280 Elizabeth Street, Sydney NSW 2000. 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Assessment description Assessment 1 of 3 Create digital media user experiences – Short Answer Questions Assessment Outcomes The purpose of these assessments is to provide you an opportunity to display evidence of the ability to: document objectives and characteristics for digital engagement identify and classify digital users and engagement patterns create schematic(s) of user journeys select mode, type and form of digital interventions in user experience write digital user stories interpret legislation, regulation and policy as applied to creating user experiences interact with digital users ‘on-brand’ in real time evaluate digital data to identify performance exceptions Case study This assessment task includes questions specifically relating to the case study organisation. Before you begin, read through the case study organisation website, Ethical Trading Group carefully and then complete all of the tasks. See Module 1, Topic 1 for further information. Assessment task What is digital media user experiences and provide at least two examples? User experience can be defined as the understanding of user needs to help and create products and services that provide a meaningful experience to the customers. It is an essential feature of our digital world today. With consumers wanting their needs to be met right now, this is an increasingly important topic. PayPal - prior to their redesigned website in 2014, the site was overly complex however now their website and mobile app have been simplified. John Maeda’s Laws of Simplicity were utilised with the redesign, reducing, organising, positioning, creating context, adding meaning and saving time. Google - Google have always strived and maintained fast loading as a priority, it is especially important for ecommerce. Able to offer the speed and efficiency users want, without the added waiting time. Reflecting on the Ethical Trading Group case study organisation, and the technology they have at present (website, facebook etc.), list the types of digital experiences users can have based on that technology. Users should be having the best possible experience when it comes to ETG’s website and facebook. Every website experience has to be designed specifically to solve a problem in the most effective and user-centric manner. Successful websites are always customer-orientated at their core. The customer should always feel as though they are being put first. Users can expect to experience messages that are types and sent in realtime and social streams that are pushed in realtime also on social media platforms, they can receive content that is pushed in realtime eg. news and updates about ETGs growth. When working with a client (such as Ethical Trading Group), how would you determine and document the objectives for digital engagement? Digital engagement objectives should tie in with the overall goal of Ethical Trading Group’s objectives. The objectives depict key areas surrounding communication strategies, and are usually seen as the building blocks to achieving a goal rather than the goal itself. Develop a plan for you begin to engage with customers is an essential first step. Be clear about what objectives are included — just like any marketing campaign, customer engagement strategies can be tuned for a variety of different purposes. Create positive customer experiences, since there are so many choices available today it isn’t enough to just meet the customers’ needs or offer low prices. Creating a positive shopping experience will keep the customers coming back. Explain how legislation and policy impacts on user experience design and provide at least two examples. ADMA Code of Practice state “Companies take responsibility for the entire consumer experience, whether provided in-house or outsourced to a third party.”. This statement is relevant to UX design especially if it is outsourced. The company must make sure the UX suits the brand’s style and philosophy as well as the legal and ethical requirements of the industry. Therefore, the UX must not only reflect the ethos of the company but also be accurate and truthful. https://www.adma.com.au/sites/default/files/ADMA-Code-of-Practice-01.pdf Intellectual Property Laws - ETG utilises most social media platforms and operates a blog, all the content must abide by Copyright Laws. According to the Copyright Laws it is subjected to — If content is not original it must be attributed or not used. Privacy Act - Accessing any personal information eg. Email, phone number, address of a customer. ETGs Privacy Policy must include a “must read” section prior to a user subscribing. Briefly describe three user types, their digital journeys and common characteristics using the table below: User Types Digital Journeys Common Characteristics 1 Primary A primary user directly visits websites with the goal to punchase a specific product or service from the business. Uses google or another search engine to type in the product and brand they are looking for. Direct pathway to product or service — clicks on website to search features and makes a purchase on website. Knows the product or service they want to purchase. Is familiar with the brands they know and trust. Has completed research on similar products and services and has made a choice 2 Secondary A secondary user searches the internet and finds the website through browsing. Will compare different websites and brands in one or more searches. Vague pathway to product or service – clicks on many websites to compare before making a purchase. May even email or live chat about similarities and differences. Makes purchase after deliberation. Is currently comparing products and services to find best value. Has a few brands they know, do not have the loyalty or trust built with any particular brand. 3 Tertiary A tertiary use randomly stumbles upon a website through other means. No tangible pathway to product or service – unintentionally comes across website through using the internet, clicking on an ad or blog, etc. Unsure of which product or service they desire. Could be currently searching for ideas and brands, or on another search and see an ad to click. No brand loyalty at present. List common events and methods used for intervention in digital journeys. Identify negative experiences - these should be the points you go after first, and the best place where you can get involved. Not only should they be easy to spot, but they can have a big effect on the customer experience. At the same time, there needs to be acceptance that some things you cannot change, Think in conversation, not channels - this is when marketers become attached to a particular channel, there is often a drive to force conversation to take place too often. Instead engage customers in a real conversation by expanding your options. Use real-time options wherever you can. Empathise, don’t emphasise - marketers need to appeal to the customer’s feelings, rather than reinforcing the negative problem Don’t remind them about what they already know to be true. Think about how you would engage with a customer if you were talking to the face-to-face. Develop measurable intervention - knowing that you have improved retention by 10% is great, but knowing where this happens and how it is valuable allows you to improve the customer experience iteratively. Less is more when it comes to personalisation. What is a ‘user story’ and what should they always include? User stories describe a user and the reason why they need to use the product or service that is being designed. A user story must be developed when building a product or service - they are essential to creating something that meets users needs. The user stories that are developed should always include enough information for the current stakeholders to decide how important the story is. They should always include: - The person using the product or service (the actor) - What the user needs the product or service for (the narrative) - Why the user needs it (the goal) Users are normally classified according to engagement patterns, socio-economic, and digital platform characteristics. When reviewing the options for targeting, name at least three main methods used by digital marketers? - Customer Profile Characteristics (demographics) - the classic traditional marketing approach - Customer Value Current and Future - targeting the most valuable and most growable segments in a matrix of current against future are the most common approaches. - Customer Lifecycle Groups - Opportunities for targeting include behavioural email marketing and website personalisation. - Customer Behaviour In Response and Purchase (observed and predicted) - Thi sis often known as RFM or FRAC analysis. - Customer Multi-Channel Behaviour (channel preference) - Grouping customers according to channel preference. - Customer Personas Including Psychographics - A common approach for making websites more customer-centric.