BAYNOTE, part of Kibo Commerce, is an advanced personalization platform powered by conversion optimization, real-time marketing, e-commerce, site search, segment discovery, multi-channel optimization, and merchandising.
Leadership wanted a better understanding of the product’s users, their role in the company, and when/how they use the product online.
- Industry: Software Technology
- Website: Baynote.com
- Role: UX DIrector
Approach
- Build a product that customers will find delightful.
- Gather information and get agreement within departments having differences and commonalities.
- Conduct ethnography research with key customers.
- Validate questions from leadership.
- Discover pain points, opportunities, and expectations.
- Share key findings with leadership and team.
Results
- Customers continue to rely on Baynote services to manage their personalization which has been provided as a free service. Baynote will pivot and provide a service model to enterprise customers at a fee.
- The self-service model will continue to exist for smaller and start-up companies, those who cannot afford the high ticket service. Training will be provided for the first 6 months.
Learn, Gather Information
Field Study Interviews and Findings
Interview Plans
- 10 PSOs – 10 Customers.
- A series of exercises which begin with an introduction: “Tell Us About Yourself “
UX Exercises
- A Day in the Life of the Customers
- Using Personalization Product
- Favorite Toolkit Maps
Customer Relationship with the Brand
- There is a strong bond between Baynote’s customers and the brand.
- Rates an exceptional support team, as evidenced by their high satisfaction ratings.
- Customers typically assign 1-2 individuals to personalization tasks.
- Feels that dedicating time to personalization detracts from their real work.
Customer Experience Finding
- The process of personalization should be effortless and require no additional time.
- If someone is working on the product, it means there may be an issue with conversions.
- Desires to receive alerts when something goes wrong
- More often, customers call on Baynote Customer Service or Solution Architect to troubleshoot the problem.
Empathize with Top 3 Personas
