Brands need to be quick and agile in adapting to the new norm consumer, with new needs, sentiments and behaviors. The importance of digital is here to stay. This presentation intends to provide a framework to re-design the digital ecosystem and to develop a new norm marketing action plan. Want to learn more abou it, check: https://bit.ly/DoingDigitalRoadMap

1. The new norm
user journey
24 April 2020
Filipa Caldeira & Pedro Batalha
We can’t go back to “business as usual”

2. 2
The new norm
user journey
Introduction
Suddenly, our habits, our way of life have changed. For 30, 60 days?
Or forever? We as human beings, we as consumers have changed.
And the business impact has been immediate.
Brands are suffering now and will suffer tomorrow. Some will even disappear.
The first survivor business instinct reaction was to cut costs.
But, as time goes by, we know that is not enough. The rules of the game have
changed, things have to be done differently.
And, in uncertain times, we should go back to the basics.
The number one rule of marketing – start with the consumer.
Understand consumer needs and actions to create value.
The golden question is how to do it in such an unknown and uncertain life
changing moment?
We are used to define a strategy based on reliable, predictable data and
assumptions. Something quite difficult these days.
But, we cannot say we know nothing. Surely, gut instinct will play a bigger
role. Risk will be higher. But we can define a framework, a methodology that,
together with some new norm evolving data and assumptions will help us to
define a new action plan and enhance the customer experience.
To find out more, we invite you to read this paper. If you want an in-depth,
hands-on experience, join our Doing Digital Executive Education
programme, with Nova SBE.
Now, let’s start with the new norm user journey!
Advocacy
Photo by engin akyurt on Unsplash
06
Awareness
Discovery
01
Consideration
02
After sales
05
Purchase
04
Selection
03
User Journey
It’s the entire sum of experiences a consumer
has when interacting with a brand/company.

3. the
consumer
Home never felt so sweet!
New feelings, new habits, new behaviors.

4. New norm
USER
JOURNEY
the consumer
NEEDS,
SENTIMENTS &
BEHAVIOR
Consumer
NEEDS,
SENTIMENT &
BEHAVIOR
(handwash, distance, masks)
+ health & safety
Consideration Selection
Awareness
Discovery
Purchase After sales Advocacy
- financial commitment
+ ecommerce+ DIY
+ time in social media
+ watch video online
+ listening to music
+ playing e-games
- Corona news fatigue
+ social sharing+ more video calls
+ webinars
(homecooking, house renewal, hair dyeing, fitness …)
+ sustainability consciousness
+ national vs international
+ financial stress
We learnt how to wash hands, how to wear a mask and a new expression - “social distance”.
We discovered the fear of getting sick, anxiety levels beyond any reasonable scale, an unmanageable financial stress.
Being at home made us discover hundreds of new needs and the DIY expression gained new meanings, well beyond bricolage!
Digital usage increased at the speed of light. We buy everything online, we do parties, we learn online and the virtual meetings are the real ones.
Social networks bring us closer, we watch videos, we share photos and opinions, we read news, we chat with our friends.
Are we going back to our “old” habits? Are we ready to go to a physical store and try a new shirt?
Are we ready to travel without knowing if it’s a healthy & safe hotel? Or back to sweat in a gym group class?
Are we going to stop buying grocery online? Will we never again dye our hair at home?
+38% consume more online videos
+73% plan to continue after outbreak
Growth online orders
12 Apr vs 5 Jan
+39% on listening
to music
Source: Global Web Index
Corona Virus research
April 2020 | UK and US
+45% Gen Z on
playing games
+28% sharing more opinions social media
+34% men | 21% women
US: +80% pure e-comm | +95% store based retail
UK: +49% pure e-comm | +77% store based retail
Source: Covid-19
Commerce
insight
NEW

5. Online is the one & only store!
Consumers’ eyes and attention pattern are changing dramatically.
the brand
touchpoints

6. New norm
USER
JOURNEY
the
brand
CHANNELS &
TOUCHPOINTS
+ search
+ retail search
+ insta lives
+ webinars
Consideration Selection
Awareness
Discovery
Purchase After sales Advocacy
+ ecommerce
- Stores with restrictions
+ social
+ online video
+ TV
+ listening to music
+ gaming
- Outdoor
- radio
+ social sharing+ online tutorials
+ videocalls
Staying at home gave us all more time to kill, and thus to consume more content (true for 87% of US
consumers and 80% in UK), but corona virus related content gets the biggest share of consumers’
attention (68% of consumers are searching for corona updates).
TV is increasing its share of voice, specially amongst older generations, but digital is clearly the king!
Online video, with YouTube and Tik-Tok are taking the pole position and many news online formats (live
streams, video calls, live chats, etc) are becoming part of our daily routines, with a significant “staying
power” (56% who plan to continue to consume livestreams).
From discovering new stay-at-home products, to searching a dinner recipe and purchasing grocery online
for the first time, digital is present in the entire user journey.
This is not a radical change in consumer touchpoints, but it’s a radical digital acceleration
that will demand a much faster brand digital ecosystem re-design.
Gen Z 16-23 +51%. +24%
Millennials 24-37 +44% +35%
Gen X 38-56 +35%. +45%
Source:
Global Web Index
Corona Virus research
April 2020 | UK and US
Source: Kenshoo
01. Consumer Needs, Sentiments & Behavior
Brand
CHANNELS &
TOUCHPOINTS
+ websites (mobile friendly)
+ online shopping capabilities
NEW
Online video TV
Media Consumption Changes
+45% spend in retail media in the
first two weeks of April
+67% advertisers plan to increase or
maintain Amazon search spending
Source: Global Web Index
Corona Virus research
April 2020 | UK and US

7. It’s all about understanding and adjusting to the new world!
People at-home needs are different, limited freedom will also be different.
the brand
content

8. New norm
USER
JOURNEY
the
brand
CONTENT
+ transparency
+ additional covid product info
Consideration Selection
Awareness
Discovery
Purchase After sales Advocacy
+ flawless UX (buying)
+ easy checkout process
+ real-time support
+ stay home content
+ health & safety brand
reassurance
+ wellness
+ entertainment
+ incentive to turn
customer into
advocates
+ retention focus
+ surprise & delight
According to Twitter research (Apr’16), only 6% of respondents said brands should continue using their normal tone of voice. Brands should
strengthen their purpose by quickly adapting their speech to new norm world and consumer.
Reality check: one month ago we were searching for the best value for money gym, and now we are searching for the best
online video fitness class? Are we ready to go back to the gym? Or do we have health & safety issues?
As consumers embrace the stay-at-home lifestyle, remote working, remote school, remote F&F relationships and DIY everything, brands need to
redefine their content strategy to enhance the at-home experience and engage their consumers. Brand rules for content development are still the
same: listen to the consumer and be relevant, be useful. And in turbulent timings, be positive and entertain!
+28% searching cooking recipes
+18% fitness videos
+24% searching
discount from brands
Source: Global Web Index
Corona Virus research
April 2020 | UK and US
+41% searching tips
on how to stay healthy
+81% brands should provide reliable, accurate information
+79% brand should support their local community (1)
+203% increase for google search interest for
“financial help” between March 8-14 (2)
Source:
(1) Twitter
(2) Think with google
01. Consumer Needs, Sentiments & Behavior
Brand
CONTENT
+ promotions
+ payment flexibility
+ “immune” sales force
in physical stores
02. Brand Channels & Touchpoints
+ free delivery / extended returns
+ delivery timings
NEW

9. New norm USER JOURNEY
+ transparency
+ additional covid
product info
+ flawless UX (buying)
+ easy checkout process
+ real-time support
+ stay home content
+ health & safety brand
reassurance
+ wellness
+ entertainment
+ incentive to turn
customer into
advocates
+ retention focus
+ surprise & delightCONTENT + promotions
+ payment flexibility
+ “immune” sales force
in physical stores
+ free delivery / extended returns
+ delivery timings
NEEDS,
SENTIMENT &
BEHAVIOR
(handwash, distance, masks)
+ health & safety
Consideration Selection
Awareness
Discovery
Purchase After sales Advocacy
- financial commitment
+ ecommerce
+ time in social media
+ watch video online
+ listening to music
+ playing e-games
- Corona news fatigue
+ social sharing+ + more video calls
+ webinars
+ financial stress
NEW
+ search
+ retail search
+ insta lives
+ webinars
+ ecommerce
- Stores with restrictions
+ social
+ online video
+ TV
+ listening to music
+ gaming
- Outdoor
- radio
+ social sharing+ online tutorials
+ videocalls
CHANNELS &
TOUCHPOINTS
+ websites (mobile friendly)
+ online shopping capabilities
CONSUMER
BRAND
NEW
NEW
+ DIY
(homecooking, house renewal, hair dyeing, fitness …)
+ sustainability consciousness
+ national vs international

10. the methodology
In the next slides, you will find two examples to illustrate how by following the
methodology step by step, it will help you to design a new norm user journey
and define an action plan, in order to deliver a superior customer experience.
01. Data-driven consumer insights – consumer needs, sentiments and behavior
02. Redefine the brand channels and touchpoints based on ongoing shifting consumer eyes
03. Adjust and create new brand content strategy based on the previous inputs

11. 11The new norm user journey
Channels
Homecare
products
Source:
Nielsen Insights
15.04.2020
Before the pandemic, claims of quality and trust resonate more
with the consumer. Given the shift in consumer sentiment, the
most relevant product benefits that consumers are willing to
spend more for are:
01. Protects family against germs and bacterias
02. Kills germs and bacterias in an effective way
03. Kills germs and bacterias in a natural way
04. Keeps my immune system strong
05. Keeps my family safe from disease
the consumer NEEDS
SENTIMENTS & BEHAVIOR
Content
Online retailers
Hyper & Supermarkets
Online retailers
Hyper & Supermarkets
Promotion (larger sizes)
both online and instore
Maintain/build brand top of mind
with covid adapted campaign
Influence marketing (Instagram)
Detailed covid product benefits
Video Tips for deep house cleaning
Search
Online Video
Brand website
Retailer media
Instore info
www
New consumer sentiment
Same product
Higher importance of a
different product benefit

12. 12
Perfect hair photo sharing
Video tips sharing
The new norm user journey
Channels
Hair care products
Source: Spate.nyc
Covid Beauty Tracker
Staying at home, without professional hairdressers, new needs
emerge, normal daily needs vanish. Consumers are faced with
new DIY experiences, such as dyeing their hair and roots.
They have to learn, in an easy and painless way. Brands have to
help by providing the right content.
the consumer NEEDS
SENTIMENTS & BEHAVIOR Content
Social media - DM
whatsapp
Brand website D2C
Online retailers
Hyper & Supermarkets
Easy and seamless UX
buying process
New DIY dyeing at-home KIT
Adv digital campaign new DIY KIT
Influence marketing (Instagram)
DIY coloring step-by-step video
Search
Online video
Brand website
Retailer website
www
Search volume
Feb’16 vs Mar’29
Hair coloring
Hair styling #1
Root touch up
+340%
Build a virtual hair salon with
real-time video assistants
Promotion
Free delivery
Refund if not happy
Brand website
Retailer website
www
www
FAQs video based
Schedule video help appoitmentwww
Brand website
Online video
TV
Social media
New consumer need & behavior
Change of product relevance in the
brand portfolio
New DIY consumer needs

13. Conclusion
Email
us:
Filipa.caldeira@gmail.com
Pedro.batalha@gmail.com
Follow
us:
@linkedin.com/in/filipacaldeira/
@linkedin.com/in/pedro-batalha-90aa35/
@linkedin.com/school/nova-school-of-
business-and-economics/
https://bit.ly/doingdigitalnovasbe
With consumers stuck at home now and with a very restricted way of living in the horizon, businesses need
to re-invent themselves inorder to survive.
With this methodology, we intend to provide a framework that allows to design and evolve a new norm
marketing action plan, knowing this agility will be a must in this fast-changing near future.
Building on the existing brand purpose and values, marketers have to:
i) constantly listen to the consumer new needs, sentiments and behaviors, by monitoring data (google
search, online retailer searches, market research, social media data, …) and/or by directly asking the
consumer, to find the new norm data-driven insights,
ii) focus on the digital channel, identifying all the new and rising formats and forms of interaction,
iii) re-design the brand content strategy based on the new needs
By doing this, and bearing in mind the entire user journey and its different stages, the brand will be able to
deliver a new, more relevant and superior customer experience.
We should not forget that the customer experience is the sum of smaller and sequential experiences and it
is as critical to provide the right content through the right channel in the right moment, as it is critical that
the connection between the different stages flows in a seamless and natural way, and to ensure we reach
the end goal – purchase - we have to identify and eliminate the existing journey pain points.
Digital is the only open store for most retailers.
Digital is the number one touchpoint for all the brands.
Doing Digital is key to survive in the new norm world.
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