FASHION EXPERT INTERVIEW: KIMBERLY BYERS, DIGITAL PRODUCT & USER EXPERIENCE LEADER
Kim Byers has nearly 30 years of experience working as a digital product leader and user experience specialist. Kim developed some of the earliest versions of many entertainment sites, including NBC.com and the Emmy Awards. She developed and taught HTML at UCLA and later led the product development and launch of TicketFast, which is today’s Print at Home technology for Ticketmaster/Live Nation. Accepting a promotion, she moved to London to head up digital for Ticketmaster UK & IE. Kim later accepted the first UX role with the Net-A-Porter Group where she spent 6 years building the UX practice and the team that supported the UX Design and Research for all 3 NAP brands. Her favorite project was leading the definition and implementation of the user experience for MrPorter.com, on that occasion she met Katja Noschis Delaloye founder of Couture Consultancy. After almost 13 yrs in London, Kim is now back in her hometown of LA, but keeps her ties to the UK through her acquired UK citizenship and her London flat which she couldn’t bear to give up. Kim holds a Bachelors degree in Psychology from UCLA and a Masters in Human-Computer Interaction from University College Lonon (UCL).
What are some current mistakes you have seen brands do before launching a product on the US market?
I see a couple of recurring themes:
For Brands outside the US, it’s often not really appreciating the size and diversity of the different markets in the US and the nuances related to those markets. Conversely, the US as a whole does have some larger “values” that underpin consumer behavior (e.g., always striving for bigger, better, more), so it is important to consider both the macro and micro cultural influences of the markets.
Pay attention to how your product is actually being used vs how you intended for it to be used. There are often new opportunities in this knowledge. For example: Avon’s Skin so Soft was created as a skin moisturizer and targeted at women. It turned out that it was a great mosquito repellent, and it smelled nice compared to other options on the market. That product was popular for its intended purpose, but it’s real potential was found in an unexpected use. Eventually Avon picked up on it and changed their marketing, adapted their packaging, added new features (e.g., sunscreen) and expanded their market to include men. I’ve even heard first hand accounts of soldiers using the product now. You have to have data, insight and talk to your customers to discover their stories and the related opportunities.
Start building a community and following on Social Media as soon as possible. If the product is still in development there will be related content that can be posted to start to engage the target market and build a trusting relationship. Building an engaged following and community takes time. It is also a great way to learn more about your target market pre-launch and to have ready-made users for alpha & beta testing. The fact that micro-influencers are gaining popularity proves this approach.
Whatever your offline product is, it will be very beneficial for any brand to also consider themselves, at least in part, a technology company. Except for a very narrow market, online is the primary avenue for commerce communications, management and purchasing decisions. Define a digital strategy early that includes a content and social media strategy. It should not be an afterthought. It doesn’t have to be all dancing and singing from day one, it just needs to be given proper weighting so that it can be built to be flexible and adaptable as the business grows.
What is the most affordable study a designer can conduct to test the features and functionalities of his/her site?
Watch people use their website on BOTH desktop and cell/mobile. The latter is often not given enough attention. Give the person a realistic and relevant scenario/task to complete and watch them go through the process of attempting to complete it (e.g., search for a type of product vs browse, add to cart, etc.). Similarly, have them share their favorite instagram accounts and share why they like them. Do this in person so you can see what they do vs what they say, where they hesitate, where they smile or frown. It only takes a review with about 8 people to discover 80% of the potential issues on a site or app.
How to define efficiently your audience when making an Instagram campaign?
IG has a lot of tools built into the app that help you target your ads to exactly the audience you define. Also useful to utilize those same tools to study who your current followers are to highlight potential markets not considered if there is a great difference or it could mean that you need to adjust your content to appeal better to your target market.
What is the most effective way to retain customers?
Understand what they need and have laser focus on that. This is not to be confused with what they want. Unravel the “why” behind the want to make sure you are solving the problem behind the want.
You live in LA and used to live in Europe, what is the biggest difference, in the consumption habits, between the West Coast and Europe (ex: brand loyalty, frequency of purchase, average basket size?)
One of the trends that I saw early coming out of the West Coast, while I was still living in Europe that is now trending more globally, is value-driven purchasing. Consumers have a plethora of options and a differentiator is brands that they feel authentically support their same values. Understand your target market’s values and check if you are aligned.and how you are communicating and demonstrating that.
The West Coast is a lot more informal in communication style and fashion. There is a very strong focus on health and fitness and the popular styles & brands reflect that. This doesn’t mean there is a decreased expectation for quality; the highest quality denims, sneakers, fitness clothing, etc. find great traction quickly.
