Using Big Data and Personalization to Drive UX Strategy: A Case StudyRob HouserSenior Director, Product Management

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Technical Communication Training Usability Design

Product Management UX Management UX Consulting

My BackgroundDeveloping products that accommodate the needs of the users

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Setting the Scene• UX group in place for 4 years• Mature, full-featured desktop product• Abandonment became a big concern of our GM• Researching the problem:

– New user studies– Support call listen ins– Call driver analysis– Win-loss calls

• Main challenge:– First 90-180 days, mostly with setup and initial use

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Initial VisionThat Sage 50 Accounting (at the time Sage Peachtree Accounting) users always have a way to get assistance when they need it, especially from inside the product, and that they need to exert as little effort as possible

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Basic Strategy#1 A successful user

experience starts with a well-designed product

#2 Assistance needs to occur as close to the point of need as possible

#3 All forms of user assistance should be coordinated and available inside the product

#4 Assistance must adapt to the users as they evolve

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The Safety NetThe safety net of user assistance was based on a Microsoft model

Level 1 Level 2 Level 3 Level 4 Level 5 Level 6

Well-DesignedProduct

On-ScreenAssistance

In-ProductHelp & Demos

Standalone Documentation & Training

User Community

Support

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The Approach Gets a Name• Sage Advisor became

the name we used to describe the approach of delivering personalized advice and guidance

Very innovative, but how do you monetize it?

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Early Activities

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Embedded User AssistanceCreated more contextual user assistance, especially for the setup process

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Usage TrackingCreated a proprietary system for tracking usage data from the desktop

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Advisor MessagesCreated rules engine for personalized in-product messaging

97% of Sage 50 U.S. customers have received at least one Sage Advisor message

40% have changed at least onebehavior based on a Sage Advisor message

Customers who have changed at least one behavior rate Sage 6% higher through NetPromoter.

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Guiding PrinciplesPrinciples for delivering personalized advice

Relevant make sure it’s the right message for me

Immediate tell me where and when I need it

Brief minimize the interruption to my work

Optional let me ignore it or turn it off if I don’t want it

Connected connect me with other helpful resources

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Re-aligning to Business Goals

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Aligning to Business Goals

Improving ease of use and ease of learning for competitive reasons

Reducing abandonment

Increasing renewals by increasing consumption

Delivering an extraordinary customer experience that increases customer loyalty

Redefining the corporate brand

2011201020092008< 2007 2012

CX as a branddifferentiator

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Expanded Vision

That our customers would tell others that Sage really understands their business and is essential to its success

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Customer Perspectives

Sales

In-Product

Partners

Marketing

Support

Sage Business Care

When you talk to me you know who I am and what I need to minimize the disruption to my time

When you communicate with me directly it always relevant

You give me the guidance and assistance that I need based on how I work, which makes me more efficient in my work

You know when I need help and your services have increased the value of what I bought from Sage

When I have problems or questions, you help me quickly and easily with minimal effort on my part.

You keep me safe and productive

Sage OverallSage really understands my business and is essential to its success

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Conclusion• Our UX strategy has impacted the brand and given

many disparate products a more common customer experience

• Impacting the customer experience drives revenue more directly (because it is more closely connected to renewals, attrition, purchasing, cross-selling, and up-selling), which the business can more readily appreciate

• CX is a good partner for UX

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Contact Me• Twitter: rhouserjr• LinkedIn: Rob Houser• Email: rob.houser@sage.com• Cell: 678-848-6646

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LessonsLearned

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Tie UX Strategy to Business Goals

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Show Early Results

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Learn How To Monetize Your Projects

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Manage One Big Data Effort

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CX Is a Good Partner for UX