X is the acronym for the English expression User Experience or “user experience”; Certainly, it is a design discipline, where the success of a product, service or device depends on the perspective of the user, be it positive or negative.[1]
Also, the ideal design allows the user not only to meet their needs, but also to enjoy or experience something new.
Along with this, for the development of this approach, we base this analysis on an article called: UX in the Age of Personalization.
Thanks to Learny Teams and Team Uxeticos, for the brainstorming group technique.
En este sentido, propongo criterios para mejorar la personalización UX en medios digitales, con el propósito de generar nuevas ideas, para así, crear una estructura apta de contenidos web.
Within this framework there are important points to deal with, and that should be developed under the following structure:
Pero antes de entrar en materia, recordarte que debes de enterarte de cómo está la experiencia de compra de tu negocio en lo digital.
[1] https://es.wikipedia.org/wiki/Experiencia_de_usuario
Para empezar, el principal problema que se plantea dentro de este artículo radica en: la falla del diseño en la personalización UX en medios de comunicación digitales, en este caso “sitios web”.
Lo que antecede, permite deducir que, para mejorar el contenido de una web, es indispensable concebirla desde una perspectiva metodológica.
In other words, with focus, which leads us to solve everyday problems of users.
Similarly, the design should be focused mainly on: "Placing the initial users of the solution at the center of the design" (Pardo, 2014) in order to personalize the user experience.
Remind you that for the personalization of web content, it is necessary to have a structure according to meet a need, and that your products or services have appropriate information.
- Observación co-presencial
- Online surveys
A todo esto, y con la finalidad de personalizar el contenido web y, por lo tanto, cumplir the main objective of a website, which is to: “deliver information”. [2]
Next, the improvement criteria are developed under the following study units:
[2]https://blog.ida.cl/
What data can be ethically collected about users?
The data should be based on criteria such as:
- Sociodemográficos
- Personality
- Customs
What tactics best complement this data?
Within the tactics I differ on geolocation, not all websites need this component, it is only necessary for certain mobile or web applications, for example: tourism applications, as a necessary component for programmatic advertising.
Regarding the profile questionnaires, I totally agree, in effect, with the purpose of personalizing the web content.
CTA campaign sources
On the other hand, regarding campaign sources, CTAs are transcendent, however, they must be placed correctly in the user journey (customer journey) through the web.
Clicks or page views, absolutely according to this point, in the creation of personalized ads for users who have already visited a web page; in fact, here I can reorganize, or redefine the content strategy.
SIC and NAICS codes
Regarding SIC and NAICS Codes, it is suggestive to classify messages according to user activity.
Geofencing
Geofencing, I agree with the idea of location, since it is the main tool to deliver highly effective localized campaigns.
Customization Deliverables
In relation to this objective, three specific deliveries are analyzed below.
Segment worksheet
We will start with this place, here the messaging through content marketing is timely, only for current members.
En cambio, para no miembros, la estrategia de contenidos debe estar basada en branded content.
En paralelo, el tipo de contenido debe establecer una relación de la marca con su público, a fin de que permita su reconocimiento dentro del mercado.
Campaign Worksheet
En esta parte, le falta a este cuadro definir los clientes ideales, conocidos como buyer person, que de hecho, pueden ser varios, construidos a partir de su información demográfica, personalidad, etc.
Personalization Wireframes
We support the idea of the wireframe, because it is part of a methodology, but it would be worth developing it a little more, and asking the following:
¿Cuál es el primer diálogo que el usuario quiere realizar con la información digital?
That is, testing the prototype with users, including some experts, which will allow information actions to be determined, either synchronously or asynchronously; so that the relationship between the user and the web is not shortened.
To start, digital experience platforms, known as DPX, also help the user experience.
However, it depends on the type of digital communication medium, and in this sense, they work very well in B2C -Business to Consumer scenarios such as (retail, fashion, etc.) because their sales cycles are short and their audiences are large. .
At the same time, these tools enable machine learning and behavioral profiling, including scoring content.
Por estas razones, ayuda a tener un contenido mucho más entonado a las necesidades del público objetivo.
Finally, all digital communication media must be modeled under design quality attributes, such as interactivity, usability, mobility, etc.
Nowadays, these so-called web media lack interactivity, they do not dialogue with the user.
On the other hand, ‹‹Manovich in this sense, points out that many of the new media do not tell stories; that is, they do not have a beginning or an end, or a theme that organizes their content sequentially››.
Unfortunately, this affects the user, which is why they still think in book terms when visiting a website (Landow, 2009).
For this reason, users must be collaborators, and co-creators of content; but, for this to happen, it is necessary to change the linear paradigm of the conventional sequential canons (Aparici, 2012)
Finalmente, la web debe conservar una estructura del hipertexto simple, fácil de usar, de modo que, un diseño idóneo, permita al usuario crear una relación con la marca, que perdure, y que su fin no sólo sea comprar, sino disfrutar, o experimentar algo nuevo.
Would you like advice? and
¡Descubrir! ¿Cómo esta tu negocio para la venta?
Aparici, R., García M., Agistín, Fernández B., Jenaro, Acedo O., Sara (2012). La imagen:
Análisis y representación de la realidad. Barcelona, España: Gedisa.
George P. Landow, (2012). Hipertexto 3.0 La teoría crítica y los nuevos medios en una época de globalización. Barcelona, España: Gedisa.
Manovich L., (2006). El lenguaje de los nuevos medios de comunicación. Buenos Aires, Argentina: Paidós, S.A.
Pardo Hugo. (2013). Prototopía. Recuperado de http://digitalismo.com/wp
content/uploads/2018/04/Metodo_Outliers_-School_2018.pdf
