Experience Design is transforming the business and technology communities. By leveraging "design thinking," savvy executives can create innovative experiences that drive new and highly profitable lines of revenue. Using examples from web and mobile platforms, attendees of this session will gain insight on where to find new revenue and how to grow it, while also managing the difficult shift away from systemic experience-poor (but money making) features so "bad" revenue can turn to good.
Learn how to leverage customer behavior and data to create innovative experiences that drive new lines of revenue
Gain insight to manage the difficulties of changing systemic experience-poor (but money making) features and turn “bad” revenue into good
Specific case studies will cover examples for both web and mobile platforms
How to Optimize Your Business Website for the Holiday Season
Etail 2013: Rabbits from their Hats: Tricks Design-Savvy Executives Are Using For New Web and Mobile Revenue
1. Rabbits From Their Hats:
Tricks Design-Savvy Executives Are
Using For New Web & Mobile Revenue
Melissa Matross
@mmatross
February 2013
www.visualphotos.com
2.
3.
4.
5. So how does it work?
1. User does a search for flight, hotel or car
2. User sees Hotwire’s great prices and thinks
“Let me check to see if this is a good deal”
3. User notices the “Compare with other sites” conveniently located on
Hotwire’s search results
4. User thinks
“Hey, this is easy. Hotwire must have the lowest prices since they are
allowing me to check with other sites, but I’m going to check
anyway…”
5. User selects on average 3 checkboxes and deeplinks to results on other
sites
6. Hotwire gets paid for each search initiated on the other sites
5 | Media Strategy
6. Trick
#1 Read minds
Know your customer’s behavior
7. Collect payment on searches initiated
from Hotwire
(searches that users would do anyway)
8. Trick
Believe in Magic
#2
(Trust your value proposition)
10. Why did it work so well?
• Lots of users cross shop
• We treated it as a feature rather than ads
• We designed it to highlight our exclusive opaque inventory & low prices
• Sales team negotiates competitive CPC rates with partners
10 | Media Strategy
Desktop customer:Environment differences25% same day61% 1 night28% 4 stars & aboveConsistent during work hour time of daySmartphone customer:Smartphone customer78% same day (25% desktop)80% 1 night26% Below 3 starsUsage peaks on way home from work and early eveningTablet customer40% same day67% 1 night35% 4 stars & abovePeaks after 9 pm