Using Data to Design Experiences That Truly Put Customers First



Sign up for SMW Insider, our premium video platform that provides you with access to the latest trends, insights and best practices from leading experts, brands, agencies, publishers, and platforms.


Access exclusive SMW+ content by marketers whose careers you can emulate with a free 30-day trial!

Online, Hollie Lubbock, Associate User Experience Director at Code and Theory, says most people are operating in their own bubbles. We curate our own digital and social and once we’ve created those filter bubbles, we often don’t leave. The trouble, Lubbock says, is breaking into those bubbles and getting messages in the right area that people will engage with them.

The answer is effectively using data.

How do we do that? Lubbock explained that it boils down to three step process. To watch the entire talk, plus access more than 100 hours of other SMW events and presentations, sign up for SMW Insider.

1. Continuously improving strategies

“You can only optimize something to a certain point, it’s going to max out and at some point you have to start looking elsewhere for innovations,” Lubbock said. “Setting up alerts for data that falls outside your norms is helpful to identify what new data can help boost content or sell more of a product.”

2. Data now, data for the future

“Make sure what you’re doing is fit for purpose in six month’s time as it is for now,” Lubbock said. It’s often easy to find data and understand the data but maybe not know why people are behaving the way that they are.

That’s where Lubbock said user experience design and custom experience design. Getting information to see what your users and customers need helps to create an optimum design and better understand them and their behavior.

Lubbock creates a user mapping journey which, when combined with other data, helps create a more full idea of how and why consumers behave the way they do and prepare for their future behavior and collecting future data.

3. Intersection that informs a larger picture

Ultimately, Lubbock said it boils down to data, social media, and user centered design constantly informing one another. She said data helps understand and show what is happening with your products; social media confirms that data is happening and shows people’s actions; and finally user centered design shows why that data is happening and the behaviors of your users.

Obtaining a good combination of these three things, creating useful and informative data, and making sure that data system is timely is how Lubbock says marketers can successfully design content and experiences that deliver results.

Below are some takeaways from the session. To watch the entire talk, plus access more than 100 hours of other SMW events and presentations, sign up for SMW Insider.

Newsletter Subscription

Get the latest insights, trends and best practices from today's leading industry voices.

Learn More

Write for Us

Interested in sharing your ideas and insights with the world? Become a SMW News contributor and reach 300k readers each month.

Apply Here