In today’s digital landscape, Global User Experience factors heavily into the ROI equation: every dollar spent on UX design yields up to $100 in return. Join experts from Mediacurrent and Lingotek to learn about UX and CX strategies to boost your global revenue and conversions. You'll Learn: -What companies like Amazon, Google and Airbnb can teach us about building a better user experience -Tips to build the investment case for maximizing your UX How to uncover the value of translation — and why localization should be the core of your global -Customer Experience (CX) strategy -How integrating UX and CX can improve your brand’s value -A practical approach to improve the UX and CX that your organization is delivering to customers, employees and other stakeholders -Presenting in your customer's primary language is the first step in providing a global CX -Why managing global customer expectations are critical to Customer Experience (CX) and to the perception of your company brand

1. What You Need To Know About UX and CX Strategies
Experience Matters: Understanding
the New ROI of UX/CX

2. Style Guide
Introductions
Uncovering the ROI in your UX / CX Strategy
Q&A4
3
2
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2
The right approach to UX / CX
Introductions

3. Introductions
Josh Linard
@jlinard
/in/joshlinard
Josh drives ROI and integrated, cross-functional benefits for
Mediacurrent’s clients and partners, leveraging 20 years of experience
in web-based technology assessment, application development and
integration, and digital strategy. He loves working with the web and is
passionate about taking great care of his client's objectives and
investment in Drupal.
VP of Sales, Mediacurrent
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Mediacurrent helps organizations design and build
highly impactful, elegantly designed Drupal websites
that achieve the strategic results they need.
● Single-source provider
● Specializing in Drupal since 2007
● Headquartered in Atlanta, GA
● Team of 70+ Drupal Experts including
development, design and strategy
● Clients include: Large Enterprise and
high-profile global brands
Introductions

5. Calvin Scharffs
@calvinscharffs
/in/calvinscharffs
A dedicated executive with over 20 years of experience managing
products, sales, marketing, operations, and personnel. His experience
ranges from work with a Fortune 500 companies to small start-ups.
VP of Marketing, Lingotek
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Introductions

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Lingotek Company Overview
Lingotek is the industry leader in
translation technology and is a
long-time supporter of the Drupal
community.
● 600+ websites
● 68K+ downloads
● Corporate sponsor Drupal.org
● Premium Tech Supporter
● Top 30 contributor
● Long-term Acquia partner

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Introductions

8. The Right Approach to UX / CX2

9. 2017: This is What Happens in an Internet Minute
Credit: @LoriLewis and @OfficiallyChadd 9

10. 156 million emails per minute =
8.19936e+13 per year
(moves from math to physics)
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By 2020, customers will manage
85% of their relationships
without talking to a human

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88% of online consumers are less likely to return
after a bad experience
- The Gomez Report
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The Right Approach to UX / CX
● UX is “Humanizing” technology
● UX is meeting expectations:
○ Ensure users can easily do what they want
to do, when they want to do it, from what
device they want to use
● UX as a process:
○ The cost of fixing an error after completion
is 100x more than fixing it prior to
completion
● UX as a KPI:
○ 1.4 Trillion lost in ecommerce (abandoned
order due to a too long / complicated
checkout process or because they needed
to create an account)
○ 30% increase in ecommerce sales when
website is optimized for mobile
UX Defined:

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The Right Approach to UX / CX
● UX as a KPI:
○ Companies with a fully-accessible website
have realized results including:
■ 2X visitor numbers
■ Increasing Natural Search traffic by
50%
UX Defined:

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How do we create a website site that properly
serves all of our customers and stakeholders?
Content Marketing, Conversion Path
Optimization and Content Personalization.
Q
A
The Right Approach to UX / CX

16. 16
How do we leverage content publishing tools,
social, mobile, analytics and cloud to drive
relevance and exceed the expectations of our
users?
Networked translations, Business & data
analysis, CRM and Marketing Automation
Q
A
The Right Approach to UX / CX

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What tactics and strategies improve the ROI of
UX / CX?
Localization, avoiding re-work and focusing on
data-driven solutions, Web Accessibility
Q
A
The Right Approach to UX / CX

18. WHERE DO WE START?

19. 63% of marketers optimize sites based on intuition and best practices
- CrazyEgg
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0

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UX / CX Data Points and Scorecard
The Right Approach to UX / CX
● Increase in the average
session duration
● Increase the number of
pages visited per session
● Decreasing bounce rates
● Site score for Mobile UX on
Google
● Increase in Mobile
Pageviews
● Increasing the number of
new users
● Streamlined editorial
process / publishing
workflow
● Improving cache
efficiencies
● Improved SEO Ranking

22. User personas are examples of the real people who
make decisions on your site. They lay the
groundwork for UX, design and content.
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User Personas
● Know your customers and Stakeholders
○ Define Primary User Personas
○ Develop the personas:
■ Problems and questions you can solve
■ Desired experience
■ Information sources
■ Likely workflow and user journey
● Collaborate with the UX team on conversion path
optimization and CTAs targeted to the persona.
The Right Approach to UX / CX

24. Don’t think in terms of what
problems you are solving, but
whose problems you are solving
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The Right Approach to UX / CX
OMTM: One Metric That Matters
(what can you remove and still keep OMTM in place?)

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User Personas & Identifying that One Metric that Matters
● Airbnb was struggling in New York City, which was an important
growth market for the company
● Airbnb spoke with Airbnb Users to find out what was most
important to them
● Because in many cases you were reserving the space “sight
unseen,” pictures of the space were very important
● Yet, most Airbnb hosts were using average, run of the mill photos
from their smartphone that didn’t tell the whole story
● Airbnb extended their service to include professional photography
● From there, the numbers went through the roof!
The Right Approach to UX / CX

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User Personas & Measurable ROI
The Right Approach to UX / CX
Photographers
10 million
8 million
6 million
4 million
2 million
2008 2009 2010 2011 2012

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Butler University
● Through Persona research, uncovered that
the #1 Problem and question from both
Students and Parents was “What is the
job placement rate?”
● Made Job Placement Rate predominant on
their Homepage
● Bounce Rate decreased by 31.72% in first 60
days
● Strongest spike in applications in more than
a decade
The Right Approach to UX / CX

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UX: Who’s doing it right?
The Right Approach to UX / CX
● Build Trust in the brand and offering
● Deploy modern design principles
● Don’t think in terms of customers - think
in terms of fans of your brand
● Rely on data
○ Process based on the user’s
expressed needs and feedback
○ Use Personas as a guiding light

30. Target Audiences for UX
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● Employees: What initiatives have you started that are pushing streamlined operations forward?
● Potential Employees: Where does an improved job application process fall on your priority list?
● C-Suite: What tools are you using to communicate your ideas, to make your business case? How are you
showing progress?
● Global Scale: Are you localizing content? Are you working to make your workplace and digital experience more
Accessible?
● Customers: What initiatives have you taken to improve how customers interact with your company or
organization (Customer Journey). Have you covered all the angles?
The Right Approach to UX / CX

31. 3 Uncovering ROI in your UX / CX

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Percentage of the global market
that is non-English speaking:
87%.
Lingotek - Why Multilingual CX?
Percentage that require CX in their
native language: 72%.

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Real-time event
information in the
passenger’s
native language.
Credit: Princess Cruises

34. Each ship has its
own version of
Drupal.
Content & code
delivered via
satellite.
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35. Princess Cruises
Translation @ Sea
multilingual app
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Events Payments Messaging Multilingual
Lingotek & Princess Cruises

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Princess Cruises/Onboard Surveys
Lingotek: Uncovering CX/UX ROI
● Reduced survey response time.
● ROI met almost immediately.
● Increased engagement with BI.
● Accelerated delivery.
● Improved departmental performance.
● Better resource utilization.
● New opportunities uncovered.

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Interactive Intelligence/Genesys
Lingotek & Genesys
● Drupal site in 8 languages
● Increased customer
engagement
● Immediate ROI
● Streamlined departmental
efficiency
● Faster translation
● Accelerated delivery
● Increased customer satisfaction

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Johns Hopkins/Knowledge for Health
Lingotek & Johns Hopkins
● E-learning global health initiative
● Drupal e-learning site & website in 6
languages
● Streamlined translation of e-course
content
● Accurate and accelerated educational
content delivery
● Increased course engagement worldwide
● Valuable insight into language preferences

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iTalent /Lithium
Lingotek & Lithium
Translation of 6,000
discussion threads in 3
months.
3 community threads in
4 languages.
12 non-English,
42 English threaded replies
in the first 3 months.

41. “When you can ask a question in one language
and someone can provide an answer in a
different language– all in the same thread
–that’s the magic right there. That’s the real
wow factor.”
--Director of Global Customer Communities
41Credit: Deposit Photos

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Increased Customer Engagement
Lingotek & Lithium CX ROI
● 66.6% ↑ increase in Japanese thread
● 50% ↑ increase in Spanish thread
● 28.5% ↑ increase in Chinese thread
● 25% ↑ increase in German thread

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How do we create a website site that serves all
customers and stakeholders?
Conversion Path Optimization and Content
Personalization.
Q
A
Uncovering ROI

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How do we leverage CMS, Marketing Automation
and CRM to drive relevance and user
satisfaction?
Business & data analysis and systems integration
Q
A
Uncovering ROI

45. 4 Q&A

46. @Mediacurrent Mediacurrent.com
Thank you!
slideshare.net/mediacurrent
For more, check out our ebook:
Multilingual Translation with Drupal and Lingotek