In a mobile, networked world, we participate as much as we consume. We expect experiences “built for me”, accessible from any place and every device. As consumers, we conflate product, service, advertising and information into a single brand experience subject to harsh scrutiny. Smart companies can no longer just “sell product” — they must build ecosystems of genuine value, comprised of dynamic, interconnected touch points that stoke customer interests and support their needs. And in this dawning era, digital strategy becomes the product, marketing evolves past persuasion and into value, and technologists design complex webs of functionality. Everyone works differently.
Drawing from experience developing strategies and designs for multi-channel ecosystems at R/GA, this presentation will explore six ways in which evolving customer expectations are changing our roles and the way we approach our work. From what we research to how we collaborate and design, her hope is that you’ll walk away from the presentation armed with some practical insight that will help your team prepare for the advent of these challenges.