The Macquarium Blog | Research & Insights

Four Reasons to Think Search First

Posted by Julie Hadden on Jun 8, 2016 12:39:15 PM

Our last post introduced the concept of Search First: optimizing your customer experience by combining search data and UX strategy from the very start of your website design/re-design effort. The feedback was great – and there were a few “I’ve not heard of this before” conversations. 

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Topics: Research & Insights, Search

If your site isn't built Search First, you're losing money.

Posted by Julie Hadden on May 25, 2016 2:41:59 PM

To succeed in digital marketing today, businesses must be highly visible in online search results, including mobile. The ability to rise to the top of the ever-growing pile of information customers sift through on a daily basis has a direct effect on the bottom line. To position themselves optimally, businesses have undertaken SEO strategies and launched PPC campaigns; some have even hired search managers. 

This is all good, responsible marketing effort. So what’s the problem?

This straightforward approach may not be taking into account Google’s end game, that’s what.

Simply stated, Google’s algorithms are designed to locate and deliver not just any answer, but the best answer – the most CREDIBLE answer - in response to user search queries.

You understand the importance of telling your company’s story, and you have built your web site with that in mind. However, despite pouring SEO dollars into content optimization efforts, you are still probably missing a considerable slice of your potential customer base. 

Here's why:

If your SEO efforts have only focused on delivering content that is search relevant, you may not have considered whether your site itself is built to effectively guide the user to the answer they're looking for.  And that is a big miss. 

Everyone searches in a way that is unique to them. Search behavior, or behavioral intent, describes how people search for what they need, where they want to go, or what they want to know. Behavioral Intent is not scripted; it is not formulaic. It is a source of unfiltered information about what customers really want. 

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Topics: Research & Insights, Search

The Most Valuable Word for Marketers in 2016 : USEFUL (How new behavioral economics research & user-centered design will impact your strategy this year)

Posted by Julie Hadden on Jan 20, 2016 7:11:59 PM

 

As we begin the new year, here’s a shout-out to a word that has held its own, humble and steadfast through all trendy buzzword storms. Let it lead us through the next 12 months as a guiding principle:

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Topics: User Experience, Digital Products, Digital Marketing, Customer Experience, Research & Insights, User Centered Design, Behavioral Economics

A Goal Without A Plan Is Just A Wish

Posted by sharon.carter on Jul 8, 2015 4:25:21 PM

In my previous post on Object Oriented UX, I discussed defining objects from your requirements to create a modular system. Now lets look at how you can take those objects in conjunction with actions to create an interaction model that maps out the overall UX architecture. Thus creating a plan to achieve the goal of a better process to deliver exceptional products and services.

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Topics: User Experience, Digital Products, Research & Insights

Customer Journey Mapping

Posted by steve.perry on Jul 6, 2015 1:47:11 PM

 

Because Knowing is Half the Battle

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Topics: User Experience, Service Design, Customer Experience, Innovation, Research & Insights

Designing for People: User Experience, Service Design, and the NEW Customer Experience

Posted by steve.perry on Jan 30, 2015 5:48:15 PM

The Trend in Needing Design Capabilities

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Topics: User Experience, Service Design, Customer Experience, Research & Insights

The Blurring Lines of CX and UX

Posted by steve.perry on Nov 14, 2014 6:06:25 PM

I hear a lot of talk these days about UX (user experience) being a subset of CX (customer experience), because UX is traditionally only about creating digital products. Or I hear from the other side that UX means everything, and encompasses CX. But as the physical and digital worlds continue to merge in an ever more blended fashion, so too must UX and CX.

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Topics: Service Design, Customer Experience, Research & Insights