02 / Creating Advocacy & Building Product Loyalty

Description

Advocacy is the goal for any software product that interacts with humans. Whether you’re building a website, a mobile app, or any digital technology that interfaces with people, the goal is to build product loyalty among users. This is done by moving the client up the loyalty ladder, starting with earning trust, then building loyalty, and ultimately earning advocacy.

In this episode, Sean and Joe discuss the different aspects of creating and measuring product loyalty and advocacy and then talk with Adam Bates from Amazon about how he works on creating loyalty within his own customer base.

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About Adam

Adam is a digital product leader with an entrepreneurial track record of envisioning and building experiences that transform how we live and work. A UX research and design expert, hands-on technologist, data cruncher, and energetic team-builder. Currently, Vice President of Product for FreshBooks, Adam has also led Product and UX for innovation groups at Amazon, Paychex, and Topspin Media.

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01 / Developing Personas

Description

Personas have been used by marketers for decades. They are valuable because they help everyone on your software product development team to empathize with the users of your products. A great persona is one that helps your team inform those subtle feature decisions that can inspire and connect with your users. In fact, an accurate persona that is representative of your users can make an impact on your product experience that results in a truly differentiated experience.

In this episode, Sean and Joe discuss personas and their role in the software development process and then proceed to interview Jeremy Durham from Paychex about his experience developing personas for its software platform.

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Jeremy Durham

Jeremy Durham is the Director of Program, Product and UX at Paychex, based in Rochester, NY. Jeremy is a key member of the Product Development and Technology Senior Management team at Paychex, overseeing 200 employees. Throughout his 20 years of growth working for Paychex, Jeremy has held a number of titles, including Senior Software Engineer; Enterprise Program Manager; and Senior Manager of Product, Technology Strategy, and Client Experience.

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