Yahoo! Search Product Marketing Design

Presented a design and business case for integrating product (UX-UI) design with Product Marketing Design. Led a team of designers and collabrated with external vendors as part of this initiaitive.

Transcript

1. food for thought PRODUCT+MARKETING+DESIGN CHETANA DEORAH | SEARCH UED | Q1 February 5, 2007
2. food for thought WHAT. WHY. WHO. HOW…? SEARCH PMD
3. SEARCH PMD WHAT is this about? a collaboration: Yahoo! Search Product Marketing and Search User Experience Design recipe for success: Provide the most engaging end-to-end Customer Experience across all Yahoo! Search Products SEARCH PMD
4. SEARCH PMD SEARCH PMD end-to-end experience l…the start-to-finish engagement a consumer has with a particular product, from when they first hear of it, to when they perceive its marketing, to when they buy it, open its packaging, use it, and live with it for a while (and then, of course, when they consider buying another one).z lA quick online search even shows a job posting for an End-to-End Category Leader at Intuit. When a trend becomes a job title, it's a good time to pay attention.z
5. SEARCH PMD SEARCH PMD ndrino`s Flickr photostream, tag macbookpro
6. SEARCH PMD end-to-end experience … I can't tell you the last time I saw an Apple Powerbook ad or commercial.
7. SEARCH PMD ltouch my heart, and I`ll touch your productsz Brad Williamson SEARCH PMD lWe, as marketers, are finally opening our eyes to this new marketing movement where we stop relying so much on our brands and start relying more on our lBondsz with customers. For those that don`t know, lBondingz is a marketing strategy in which an emotional relationship is built between a product and its customers.z (www.smallbusinessbranding.com, October 2006)
8. SEARCH PMD SEARCH PMD
9. SEARCH PMD food for thought WHAT. WHY. WHO. HOW…?
10. SEARCH PMD WHY ? Yahoo! Mission is To connect people to their passions, their communities, and the world`s knowledge. Yahoo! Search Vision is Find Use Share Expand …all human knowledge
11. SEARCH PMD food for thought WHAT. WHY. WHO. HOW…?
12. SEARCH PMD FOR WHOM ? Customers/ Users/ Audience Yahoo! Search personas Acquisition targets Retention customers Advertisers/ Publishers
13. SEARCH PMD Who Owns User Experience? lDesign is Horizontal Vertical silos in many companies are clearly visible within the products they produce. Products, however, are by their very nature horizontal. As a result, vertical organizational structures can often impede the product design process.
14. SEARCH PMD Who Owns User Experience? Multi-disciplinary The depth of our knowledge today is such that no one can be an expert at all the disciplines that converge as total user experience. But awareness of the principles and value-adds of different disciplines is vital for user experience practitioners. Everyone & No One Everyone in an organization should own User Experience and no one in an organization should own User Experience. In other words, the company (as a whole) is ultimately responsible for UE Don Norman. Excerpt from Functioning Form, LukeW, October 2004
15. SEARCH PMD collaborating for end-to-end engaging experience
16. SEARCH PMD food for thought WHAT. WHY. WHO. HOW…? 2007 Search PMD Objectives Q1 Goals Q1 Project dashboard
17. SEARCH PMD Search PMD Objectives Q1 Goals Q1 Project dashboard 1.  Engage Search UED as a strategic partner and design consultant 2.  Raise the bar on the quality of Search Product Marketing Design, as well as the volume or quantity of projects that are influenced by this collaboration 3.  Exchange cross-disciplinary knowledge & skills (UED, Marketing..) 4.  Identify processes, best practices including managing resources and documentation
18. SEARCH PMD Objectives Q1 Goals Q1 Project dashboard 1.  Review and prioritize the Marketing Design requirements across Search Products for Q1 2.  UED to dive in with strategy, design and development of ongoing, and prioritized Search project. 3.  Set up a bi-weekly cross-functional team 4.  Document PMD case studies for review and evolution of this collaboration 5.  PMD to approach "Customer Contact Strategy Team" and leverage their participation to meet our objectives. http://twiki.corp.yahoo.com/view/Searchued/ProductMarketingUEDProjectListings http://twiki.corp.yahoo.com/view/Searchued/Searchued/UEDMarketingTwiki
19. SEARCH PMD Objectives Q1 Goals Q1 Project dashboard http://twiki.corp.yahoo.com/view/Searchued/ProductMarketingUEDProjectListings
20. SEARCH PMD CHETANA DEORAH | chetana@yahoo-inc.com user experience. product design. marketing communications. mantra. good taste. end-to- end. holistic. integrated. gestalt. people. trends. connect. thank you