User Engagement Architecture™ (UEA) can be carried out as part of CDAA’s project methodology. UEA is designed to deliver value and customer insights useful not only for your web project, but your organisation at large.
UEA is comprised of three main stages, each with tangible deliverables that you can capitalise from immediately. The full benefits of the process, however, are unlocked when implemented sequentially.
Stage 1: Identify
A clear understanding of the different target audiences –along with their unique needs– is the indispensible foundation for a successful project. Our proprietary methodology rapidly and cost effectively provides actionable results.
The deliverable is a document with rich descriptions and insights about your most important segments (or “personas”). Our cluster-analysis will help you determine the value for each profile so specific goals and KPIs can be put in place. All subsequent plans, designs or features in the project will then be justified by this market intelligence.
Stage 2: Engage
This stage deals with the communication strategy and the sales conversion. How will you reach for your consumers? How will your website dialog and engage with them? How does your target market evaluate and ultimately decide to collaborate with you?
Every ‘persona’ or consumer profile character will be driven by different motivators. Monetisation is rarely a straightforward, monolithic mental process. Instead, customers make their decisions based on a myriad of inputs and influences. They will be more than willing to accept yours, but only if they strike the right notes.
In this stage we uncovering the end users’ decision making process in order to establish a ‘bread crumb’ path for each type of user profile that leads to a desired action (a sale, in most cases). We will break down their complex decision making process into measurable steps.
Every web application, page design and email communication that emerges from this process and is built in this stage, must add value to your customers and bring them closer to conversion.
Stage 3: Convert
Conversion will be engrained all along the design of your website, so sales, or action conversions will happen by design and not by coincidence. To validate this, we establish a series of Key Performance Indicators (KPIs) that will meter every step of the decision making process to sure it contributes towards the end goal.
This approach allows us to closely monitor which, if any, steps in the process are underperforming. Thus, by having full visibility and feedback, we attain one of the most elusive concepts in marketing: Measurability.
We will agree on the reports, frequency and level of detail that you –and your executive team- need. This feedback gives light on concrete corrections and enhancements, which we will discuss and assess periodically.