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How Bucket Studio works with clients.
What does Bucket do?
Bucket provides services and community to enable digital professionals to be more successful with connected digital experiences (CX/UX).
Connected UX is any digital touchpoint—from a product to a site to a contextual user flow—that requires orchestrating assets across multiple systems of record and, usually, multiple channels. CX here usually refers to the overall system, the UX to the particulars.
Popular examples of connected experience include Disney’s Magic Band and Sephora’s customer-to-customer messaging interface (credit: Bryan Malezsyk).
Personalization is a set of techniques and technologies for delivering a variety of connected experiences celebrated for their effectiveness.
An experience that uses customer data and understanding to frame, guide, extend, and enhance interactions based on that person’s history, preferences, context, and intent.
—James McCormick, Forrester (2017)
It includes everything from notifications to recommenders, dynamic content modules to bots, and test-and-learn practices.
Popular examples of personalized experiences includes Spotify’s algorithmically-generated music playlists, Amazon’s product recommendations, StitchFix, and Netflix’s user interface.
Why should I care?
Personalization is hard, essential, and evolving fast. (Disagree?) It’s also part of a broader business trend.
Organizations today are seeking competitive advantage by becoming more user-centric and performance-focused across everything they do.
Part of that involves implementing robust, complex marketing technology. Another part involves finding new ways to measure, enhance, and systematize the value they bring their customers.
Bucket can accelerate your digital capabilities each way.
We deliver strategy, execution, and analysis to make digital business efforts a success.
Bucket’s principal and teams have conducted countless projects across numerous sectors and in many challenging works settings, working for some of the more signature brands on the planet.
See our testimonials on this site, request more that are available only offline, and connect with Jeffrey MacIntyre on LinkedIn to see many more.
Bucket is genuinely independent and positioned to advise you judiciously.
Apart from that, here are 3 factors that distinguish us from competitors in our domain:
Content subject matter expertise, the x-factor in personalization work. We understand how design and context impacts content ROI.
Information sciences rigor. In short, AI needs IA. Algorithms rely on architecture. We deliver a “smart” UX that weaponizes structured data.
See our thought leadership below to get a fuller taste of Bucket’s unique POV and approach.
Q. Can Bucket help me
A. Yes. Read on.
Aside from consulting, Bucket is committed to providing community resources to help enable organizations of all shapes and sizes to become more competitive and data-informed in their digital practices.
Watch this space for some exciting developments.
Stay tuned by subscribing to our newsletter, which treats subjects like this one, below.
The 3 keys to assessing business opportunity from connected CX.
Connected CX can increase revenues and impact KPIs. But how do you best scope that opportunity? The key to your team’s success with connected experience is closer at hand than you may realize. The following aren’t merely provocations—this is what we see unfolding in the market across brands large and small.
Budget is not your blocker. (Poor scoping will be.) There are a raft of well-regarded solutions outside the pricey enterprise tier of marketing automation and content management vendors, including suite products as well as standalone free or freemium ones. Personalization and marketing automation are no longer upmarket technologies.
“The right content to the right person at the right time” is the most dangerous catchphrase in connected experience. Why? Because it grossly simplifies a complex set of decisions.
While the tools are increasingly accessible and easy to use, the actual strategy and mechanics of personalized UX—what to tailor, for whom, and when—remain daunting. This is where expertise has value, and some seek external guidance.
The great challenges for personalized experiences today relate largely to trust, empathy, and thoughtfulness. Where design thinking and research is applied, personalized UX can thrive.
Between jobs-to-be-done and customer journeys, design can ensure the best feedback loop and a most user-centered approach: delivering holistic balance in your program, while driving business results.
(As a related bonus, traditional information architecture has already solved some of the most challenging decisions for how to decide what content to personalize.)
Jeffrey MacIntyre, Principal
An independent content-focused strategy consultant, and avowed information sciences obsessive, Jeffrey works at the crossroads of product development, user experience, and information sciences.
His byline has appeared in WIRED, the New York Times, among many other publications. Jeffrey is also a founding member of the Consortium of Personalization Professionals. He has spoken and workshopped widely at conferences in North America and Europe.
Predicate, his original consultancy, was founded in 2008; Bucket is new to late 2016.
Predicate’s focus is to define content offerings and product strategies. Bucket’s approach is to help organizations grapple with personalization, marketing automation, and content operations.
Project squads available
We’re veterans of large- and small-team projects (many times over).
We also thrive in working with tight-knit teams, doing guerrilla design.
Bucket regularly taps subject matter experts across major digital disciplines to form purpose-built teams for special assignments, from designers and developers to SEO and technology-specific specialists. Our network of fellow independents spans New York, the U.S., and abroad. We’d be happy to hear about your needs and work from there to assemble the key resources.
Stay in the loop with Bucket’s efforts, and we’ll do our best to provide assistance—incorporating tips and techniques on ways to address challenges you share with us (anonymously, of course) through our existing speaking and publishing activities.
—How to uncover business opportunity in personalized experience
—How to design for personalized experience
—How to get started with personalization
—Where to get started with personalization or marketing automation
—How to master connected CX in a large organization
Feed us your best ideas.
Selected workshops & talks
MarTech Boston | 16 October 2018
Stop acquiring more marketing technology and start better connecting it to your digital customer experiences. This event will help you realize the full potential of your existing martech investment by better aligning it to your customer experience strategy and digital execution.
What people say.
Fascinating read on personalization in product design. It's rather long, but definitely worth your time if you ever plan on creating personalized UX
— The Life Of Ty (@tsmorro) December 23, 2017
No, really. People say swell things.
Further testimonials are available by request and via LinkedIn.
After identifying key opportunities across our customer journey, he helped us pilot and standardize test-and-learn marketing campaigns. He did highly tactical work in our email channel, moving from campaigns to automations, while maintaining a strategic view on CAC and LTV.
He delivered results across a series of initial campaigns with mid-five-figure reach. We saw in one campaign conversions at 70% on 35% open rates. He included a full and transparent debrief report assessing the performance of his marketing work. I credit him with successfully demonstrating the impact that data-driven product marketing can bring. He brought not just strategy but executional chops.
It's easy to recommend Bucket Studio and Jeff for:
—aligning customer experience with product marketing strategy
—kickstarting your marketing automation machine
—ongoing coaching and support
Read Bucket List, our newsletter.
Reach out anytime.
It’s easy to dial up a videoconference and I enjoy meeting new folks and learning about their challenges. I would love to hear from you.
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Bucket Holdings in based in New York, with offices in the bucolic Hudson Valley, about one hour from Manhattan’s Grand Central Station.
291 Main Street
Beacon, NY 12508
We’re in the lovely old post office building, a cherished local landmark.