I love UX because it gives me the opportunity
to really, I guess, be nosy.
I like learning about people
and why they make
the decisions that they make.
Episode four already?
Wow!
I'm Emmanuel Acho, you're
watching Simply Put.
You probably know by now that on this show
we take complex business challenges
and give them clear solutions.
And if you don't, where you been?
You’ve got some catching up to do.
As I've learned in my career
and in two-player mode on Sonic,
teamwork makes us all better.
So we're digging into the partnerships, expert services,
and app extensions that turned JackRabbit up to 11.
Now, Destini Elise, UX Designer at JackRabbit, has the scoop.
A little later, Hannah Freeman,
a Customer Adoption Manager at Salesforce,
will help showcase Destini's advice.
I grew up in Houston, Texas.
I remember annoying my mom a lot
by asking her a lot of questions.
"Where are we going?”
“Why are we going there?"
"Why did you decide to do that?"
I annoyed my mom a lot.
I was in the Air Force Reserves.
And then, I decided to study graphic design.
And I learned that,
"Oh, I don't want to be a graphic designer.”
"I want to do this UX thing."
As a kid, I was always the problem-solver.
If something were to break, like the DVD player or something,
my family would always look to me and be like,
"Okay, Destini, you can figure this out."
My curiosity in general lends itself to UX,
because it's kind of like doing a science experiment.
You have to have a hypothesis, you have to design tests.
I use surveys and testing to really gain insight
on how our customers are experiencing our website.
And that data informs my design.
I think a lot of people assume that UX designers
are people who just design pretty screens.
UX lends itself to critical thinking.
You have to think about who you're designing for.
My proudest moment at JackRabbit
is when we replatformed our website
in less than three months.
And then, the pandemic hit,
and we saw how much
having great digital tools makes a difference.
It's hard when you have a bunch of different systems,
so having a single source of truth
allows our team to align better.
Salesforce is sort of like our secret weapon.
It's way easier to make changes in Salesforce
than our old platform.
We can track a lot more than before.
My advice for those who are looking to replatform
is to learn the tools.
And that's where Accelerators come in.
We use them to teach us best practices.
Our Customer Success Manager
helps us stay up to date with Salesforce Commerce Cloud
and is kind of a liaison for different experts.
It makes it easier for me to implement
all these great UX ideas that I have.
Partner applications are amazing ways
to extend your platform.
If I want an address validator tool,
but I don't know what's out there,
I might see what those partners are first.
My favorite thing about being at JackRabbit
is our ability to change quickly.
If we see that a tile on our homepage
is not getting engaged, not getting clicked,
we can decide to switch that immediately.
Salesforce gives us a lot of data to make decisions.
Destini knows her stuff,
and she's not done dropping knowledge yet.
Here she is with three tips to extend the possibilities
of your business with the right kind of help.
Salesforce's Hannah Freeman is on hand
to show these tips in action.
Ready?
Simply put, these are my top three tips
to expand your ecosystem your way.
Number one, invest in your success.
Great tip, Destini.
When implementing any digital solution,
remember, success doesn't stop after go-live.
JackRabbit worked
with Salesforce Professional Services
to onboard Digital 360.
Together, they identified gaps
in their digital presence.
Identify an MVP from your team, like Destini,
who can work with professional services
to champion new features that push your digital further,
like Einstein product recommendations and geolocation,
which surface the right products anywhere customers are.
The good news is you're not doing this alone.
Thousands of certified experts are right at your fingertips,
which brings us to our next tip.
Number two, innovate with your customers in mind.
Customers are why we do this.
So give them a seat at the table
when you're making replatforming decisions.
You'll be set up for success in the long run.
Site analytics can give you detailed customer data,
but a simple survey can be just as powerful.
Reward members with loyalty points
for participating in short surveys
on topics related to their digital experience.
Use this feedback in setting goals
with your system integrator,
so you can address what matters most to your customer.
This is a great way to show your community
you have them in mind during every step
of the decision process.
Number three, push the boundaries of digital.
Exactly!
But how can you keep innovating?
First, assess your resources, take stock of budget,
time and bandwidth as you build out your ecosystem.
Know your team's abilities
to take on a wider scope of projects.
Weigh out what makes sense to build versus buy.
If it doesn't make sense to build out,
look at elevating your customer experience
through partner apps.
Want to give customers a better post-purchase experience,
or deliver more personalized marketing?
How about creating scalable loyalty programs?
There's an app for all that, and then some,
all available to help you on your digital journey.
Me, I'm testing an app that tracks
every mention of the words "simply put."
Got to go!
Salesforce is a very user-centric tool.
The part that I care most about Customer 360
is, how do our customers feel
about what's being shown to them?
Simply put, I want to give customers
an easy and meaningful shopping experience.
I'm Destini Elise and you're watching Simply Put.
Thanks for watching Simply Put.
I hope everything makes perfect sense now.
And you're ready to conquer your challenges in your sleep.
I'm Emmanuel Acho and it's been a pleasure,
but I got to run.