How a user-centric approach wins engagement online and in social media. Inside tips from IDEO, Meetup and Nike on how they build apps and sites that people love. Heavily influenced by design-thinking principles taught at Stanford's d.school.

1. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst U S E R F I R S T M A R K E T I N G | Big Sky Dev Con | all rights reserved
E V O L V E D I G I T A L L Y
User First Marketing

2. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
1.0 summary
Greetings + Beliefs
2.0 methodology
Why + Empathy Engineering
3.0 activities
Your Turn
4.0 hacks
A Few Examples and Tricks
agenda

3. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
goals

4. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
1. Why Empathy Matters
goals

5. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
1. Why Empathy Matters
2. How To Get It
goals

6. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
1. Why Empathy Matters
2. How To Get It
3. How To Harness It
goals

7. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
beliefs
"First of all," he said, "if you can learn a simple trick, Scout,
you'll get along a lot better with all kinds of folks. You never
really understand a person until you consider things
from his point of view - until you climb into his skin and
walk around in it." - Atticus Finch in To Kill a Mockingbird

8. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Why We Ignore Our Users

9. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Why We Ignore Our Users
Technology Problem

10. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Why We Ignore Our Users
Technology Problem
A

11. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Why We Ignore Our Users
Technology Problem
A B

12. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Why We Ignore Our Users
Technology Problem
A B
(Making Stuff Is Fun)

13. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Why We Ignore Our Users
Technology Problem
A B
(Making Stuff Is Fun)
People Problem

14. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Why We Ignore Our Users
Technology Problem
A B
(Making Stuff Is Fun)
People Problem

15. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Why We Ignore Our Users
Technology Problem
A B
(Making Stuff Is Fun)
People Problem

16. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Why We Ignore Our Users
Technology Problem
A B
(Making Stuff Is Fun)
People Problem
(People Are Difficult)

17. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Just Because You Can Build It
Doesn’t Mean Users Want It

18. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
(Very Expensive)

19. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Why Now?

20. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Agile
Technology
Why Now?

21. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Lean
Startup
Agile
Technology
Why Now?

22. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Lean
Startup
Brutal
Evolution
Agile
Technology
Why Now?

23. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Lean
Startup
Brutal
Evolution
Agile
Technology
Why Now?

24. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
The Ideal User’s Journey

25. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
!
The Ideal User’s Journey

26. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
! ?
The Ideal User’s Journey

27. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
! ?
The Ideal User’s Journey

28. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Users
! ?
Interest

29. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Users
! ?
Interest

30. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Users
! ?
Interest

31. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Users
! ?
Interest

32. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Business
Benefits

33. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Business
Benefits

34. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
<Business
Benefits

35. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
<Business
Benefits

36. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
< + $
Business
Benefits

37. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
< ++ $
Business
Benefits

38. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Marketing
Benefits

39. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Marketing
Benefits

40. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
>Marketing
Benefits

41. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
>Marketing
Benefits +SEO

42. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
>Marketing
Benefits +SEO Social

43. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
>Marketing
Benefits +SEO Social + WoM

44. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
?
Discover
User First Marketing
Plan Build Test Fine Tune

45. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Interviews
Personas
Mad Libs
Discover

46. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example
Interview
Tips

47. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example
1. Ask Open Ended Questions
Interview
Tips

48. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example
1. Ask Open Ended Questions
2. Look for Affliction and Aspiration (Pain + Love)
Interview
Tips

49. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example
1. Ask Open Ended Questions
2. Look for Affliction and Aspiration (Pain + Love)
3. Great Phrases: “Tell Me More” “How Come?”
Interview
Tips

50. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example
1. Ask Open Ended Questions
2. Look for Affliction and Aspiration (Pain + Love)
3. Great Phrases: “Tell Me More” “How Come?”
4. Explore experiences across devices and platforms
Interview
Tips

51. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example
1. Ask Open Ended Questions
2. Look for Affliction and Aspiration (Pain + Love)
3. Great Phrases: “Tell Me More” “How Come?”
4. Explore experiences across devices and platforms
5. Ask: “How would you do X?”
Interview
Tips

52. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
exercise
Your
Turn

53. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
exercise
Your
Turn
1. Pick a Victim

54. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
exercise
Your
Turn
1. Pick a Victim
2. Interview:
Experience They Love

55. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
exercise
Your
Turn
1. Pick a Victim
2. Interview:
Experience They Love
3. Look for Clues...

56. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Example

57. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
Understanding How Teachers
1.Create Accounts
2.Login
3.Create a Project
4.Shop for Goods
example | DonorsChoose

58. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Interviews
Personas
Mad Libs
Discover

59. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst

60. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
Persona Tips

61. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
Persona Tips
1.Look for Patterns

62. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
Persona Tips
1.Look for Patterns
2.A key quote is super helpful

63. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
Persona Tips
1.Look for Patterns
2.A key quote is super helpful
3.Brainstorm words that describe the users

64. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
Persona Tips
1.Look for Patterns
2.A key quote is super helpful
3.Brainstorm words that describe the users
4.Name the persona

65. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
“I love these little guys.
And want them to have the
tools they need to succeed”
Prep hour is
sacred and
only 30 min
long
Teaching for 10
years in
Missouri and
Montana
Words that describe Miss Phillips
Hustler.
Empowered.
Positive.
Hard-Working.
Helpful.
Patient.
Dedicated.
Busy.
Realistic.
Helped other
teachers get on
DonorsChoose
.org
Does email
at night and
posts on
class blog

66. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | findings

67. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | findings

68. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | findings
Prep hour is
sacred and
only 30 min
long

69. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | findings
Prep hour is
sacred and
only 30 min
long

70. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Examples

71. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example | MailChimp

72. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example | IDEO
iOS App for Lincoln Center

73. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example | IDEO

74. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Interviews
Personas
Mad Libs
Discover

75. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example | R/GA

76. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example | R/GA
Your
Turn

77. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example | R/GA
With my new smartwatch
the first thing I did was
________.
Your
Turn

78. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example | R/GA
With my new smartwatch
the first thing I did was
________.
Because of that I can now
________ and that makes
me feel ___________.
Your
Turn

79. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | ideas
How Can We Make This Easier?

80. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example | DonorsChoose.org
Example

81. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example | DonorsChoose.org
With my first funded project
the first thing my students
did was ________.
Example

82. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example | DonorsChoose.org
With my first funded project
the first thing my students
did was ________.
Because of that they can
now________ and that
makes me feel
___________.
Example

83. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example | DonorsChoose.org
Example

84. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example | DonorsChoose.org
With my first funded project
the first thing my students
did was paint a birthday
card.
Example

85. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example | DonorsChoose.org
With my first funded project
the first thing my students
did was paint a birthday
card.
Because of that they can
now create art for their
parents and that makes me
feel wonderful.
Example

86. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example | DonorsChoose.org

87. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example | DonorsChoose.org

88. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example | DonorsChoose.org

89. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
example | DonorsChoose.org

90. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
process | methodology
Hacks

91. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
hacks | Meetup
$50 Mobile Testing Lab

92. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
hacks | Meetup
$50 Mobile Testing Lab
1.Organize Teams by Users

93. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
hacks | Meetup
$50 Mobile Testing Lab
1.Organize Teams by Users
2.Run UX tests everyday

94. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
hacks | Meetup
$50 Mobile Testing Lab
1.Organize Teams by Users
2.Run UX tests everyday
3.Send agenda and WebEx link

95. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
hacks | Meetup
$50 Mobile Testing Lab

96. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
summary
?
Discover
User First Marketing
Plan Build Test Fine Tune

97. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
Business
Benefits
summary

98. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
Business
Benefits
summary

99. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
<Business
Benefits
summary

100. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
<Business
Benefits
summary

101. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
< + $
Business
Benefits
summary

102. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
< ++ $
Business
Benefits
summary

103. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
Marketing
Benefits
summary

104. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
Marketing
Benefits
summary

105. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
>Marketing
Benefits
summary

106. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
>Marketing
Benefits +SEO
summary

107. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
>Marketing
Benefits +SEO Social
summary

108. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
>Marketing
Benefits +SEO Social + WoM
summary

109. U S E R F I R S T M A R K E T I N G |
E V O L V E D I G I T A L L Y
#UsersFirst
summary
Thank
You
Empathy Builds Empires!
e: jake@tadpull.com
t: @jacobmcook
t: @tadpulling
U S E R F I R S T M A R K E T I N G | Big Sky Dev Con | all rights reserved