Handling conflicting UX Goals

Learn how the .com team at Bang & Olufsen approached the challenge of being asked to chase different (and sometimes conflicting) business goals. Throughout, there will be hands on examples of what they did to lift brand awareness, while driving conversion and lead generation

Summary

True omnichannel, seamless user journeys, conversion optimisation, lead generation. You name it. There is an abundance of important goals for UX designers to strive for when wanting to create the most effective digital experiences for consumers. Many goals go hand in hand - conversion optimisation is often achieved by improving overall user journeys across channels. All good. But how do we handle the challenge of working towards conflicting goals? Take new users entering our website. Do we lead them straight to the products we want to sell the most, or do we welcome them by introducing our core values, dazzling them with inspiring copy, beautiful artwork and engaging experiences?

Focus areas for this talk include:

• An increased focus on online behavioral shifts lead by the younger target audiences
• Understanding customer expectations in order to sharpen overall communication
• Catering towards the complex diversity of customer goals while staying consistent across user journeys

Throughout the talk we’ll dive into the bumps the team faced throughout the journey, while summing up on the most valuable lessons learned along the way. These revolve around:

• stakeholder management
• collaboration across departments
• finding clarity around a common strategy
• how to stay data driven (while experimenting with what data should drive what)
• zooming in and out of the user experience
• lots of trial and error.

By presenting the lessons learned, this talk aims to spark a discussion about how we can and should handle seemingly conflicting UX goals going forward.