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Mobile Strategy & Gamification - iMedia Online Retail Summit
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  • 1. iMedia Online Retail Summit Mobile Strategy & GamificationPresenters:Mark Neely Kate LintonHead of Strategy User Experience Principalmneely@thoughtworks.com klinton@thoughtworks.com
  • 2. About ThoughtWorks
  • 3. About ThoughtWorks
  • 4. Role of Mobile in Omni-Channel Retailing
  • 5. Your mobile experience Show of hands - who has a mobile store experience?
  • 6. Your mobile experience Source: Are you giving your customers what they really, really want? (WorldPay, 2012)
  • 7. Your mobile experience Source: Are you giving your customers what they really, really want? (WorldPay, 2012)
  • 8. All commerce is digital Source: Forrester, EuroMonitor, Economist Intelligence Unit
  • 9. Effective Omni-Channel Retailing
  • 10. The 7 C’s of Effective Omni-Channel Retailing Convenience Connection Consistency All Consumer Touch Points The 7 C’s are relevant to all consumer touch points. Elements( For the sake of today’s session, Control Clarity however, we’ll focus on the role of mobile devices in achieving the 7 C’s. Communication Choice
  • 11. The 7 C’s of Effective Omni-Channel Retailing Convenience Convenience Convenience is all about letting consumers initiate, advance or complete Connection Consistency the shopping journey at a time or location that suits them. Role of Mobile Elements( Mobile is a ubiquitous, always on device. It creates the opportunity for Control Clarity mobile is to create the bridge between focussed desktop research and serendipitous window shopping. Mobile is always the right Communication Choice location and channel.
  • 12. The 7 C’s of Effective Omni-Channel Retailing Convenience Consistency Consistency has always been a key element in retail - particularly delivering Connection Consistency the same retail experience at each site, as this fosters the development of ‘habitual’ behaviours, which are often subconscious and difficult for Elements( consumers to break. Control Clarity Role of Mobile It is increasingly important to ensure the mobile experience is consistent when it comes to branding, image and design as Communication Choice well as promotions and offer pricing.
  • 13. The 7 C’s of Effective Omni-Channel Retailing Convenience Clarity The form-factor limitations of mobile devices, combined with the Connection Consistency consumption context (on the move, partial attention etc.) mean that clarity is imperative. Role of Mobile Elements( Control Clarity Give consumers what they need to complete or progress the purchase journey - product details, pricing, availability etc. - in concise, contextually-relevant bite-sized Communication Choice chunks that are easy to navigate.
  • 14. The 7 C’s of Effective Omni-Channel Retailing Convenience Choice Connection Consistency Individuals do not “belong” to a channel, but certain transactions have a natural domicile. Role of Mobile Elements( Give consumers the choice of channel Control Clarity at all times, and recognise that they may wish to migrate between channels as part of their purchase journey. Communication Choice
  • 15. The 7 C’s of Effective Omni-Channel Retailing Convenience Communication Consumers have long expected to be able to have a dialogue with retailers via Connection Consistency the digital channel. Role of Mobile Elements( Given the inherent role of the mobile as a communication device, consumers Control Clarity are particularly sensitive about communication options. In addition to email, live chat and click- to-call, ensure social channels (Twitter, Communication Choice Facebook etc.) are also linked.
  • 16. The 7 C’s of Effective Omni-Channel Retailing Convenience Control The Web and Apps now provide Connection Consistency consumers with myriad data about product, pricing, brand perceptions, availability etc., which gives consumers a sense of control over the buying experience. Elements( Role of Mobile Control Clarity Customers expect to opt in and define how they interact with the retailer, including what brands, products and locations they want to have specific Communication Choice interactions with.
  • 17. The 7 C’s of Effective Omni-Channel Retailing Convenience Connection Many retailers and brands have jumped onto the social web to enhance Connection Consistency customer service and drive word-of- mouth. Role of Mobile Elements( But these platforms provide a unique opportunity to build an emotional Control Clarity connection with customers. No single strategy for building connection, but it starts with an outside-in view of customer needs, and Communication Choice fitting in - and simplifying - their lives.
  • 18. The 7 C’s of Effective Omni-Channel Retailing Connection Many retailers and brands have jumped onto the social web to enhance customer service and drive word-of-mouth. But these platforms provide a unique opportunity to build an emotional connection with customers. Source: Motista Study of 10 Major US Retail Brands (2011)
  • 19. Mobile Web Site v. App?
  • 20. M-site or App? Data from the Top 5 US Retailers (for Web/App usage) - Amazon, Best Buy, eBay, Target and Walmart - show that mSites are still the dominant access point. Why? • No need to download App • Often no functionality differentiation between App + mSite • Serendipitous interest Lessons? • Make sure your website is mobile optimised • Understand your customer behaviours before investing in AppsSource: Nielsen (2012)
  • 21. Responsive Web Design As a minimum, organisations should ensure their web site content is mobile optimised. Ideally, they should start adopting “responsive” web design approaches. • Fluid proportion-based grids • Flexible images • Priority logic
  • 22. Responsive Web Design
  • 23. Design Considerations
  • 24. Design for Customer Context Focussed Browsing Partial Attention (goal-oriented) (on the couch) (on the move)
  • 25. Seamless Customer Experience Unified Experience Traditional approach is to design different experiences for different channels. Consumers are increasingly looking for a seamless experience across all channels, both to create a comforting sense of consistency and as a demonstration of authenticity.
  • 26. Closing Thoughts
  • 27. Closing Thoughts1. Mobile is in a state of flux.Mobile platform is yet to decide what it wants to become when it grows up. We are still at year 5 of a 10 year maturation cycle. Mobile and tablet offerings will evolve through several more iterations until things settle down.2. Let go of Web thinkingEvery new media has suffered from being “trapped” in the previous paradigm. We need to let go of the Web paradigm to understand the unique capabilities and applications of the mobile platform.
  • 28. Closing Thoughts3. Take a portfolio approach.Avoid making “big bets”. Think of mobile as more “here today, gone tomorrow” rather than as a traditional software application. Also, don’t get distracted by product-as-a-company start-ups (Pinterest, Instagram, DrawSomething) - few are sustainable and have short life-cycles.4. Start with utility, not sexy.Map your customers’ experience from end-to-end, and understand the pain points and “moments of truth”. Define the experience in a way that addresses a real need to make it captive. Layer social elements around utility, as they are more transient.
  • 29. Closing Thoughts5. Simplify value propositions.Consumers’ desire for personalisation increases the degree to which consumers expect niche,clearly defined products or services. It is not about customised propositions (market of one), butdefining simple, clear product propositions that consumers can understand fit-for-need withminimal effort.6. Focus on job, not technology.Understand the job customers will use your mobile service to achieve, without being distracted by technology issues. Are your customers hiring your site/App to buy something, seek service or support, ask for help or for distraction? Understand this and you will have greater clarity around mobile requirements.
  • 30. Break Time!
  • 31. What is Gamification?
  • 32. What is gamification? The idea of using game-thinking and game mechanics in non-game contexts to engage customers/ audiences and solve problems.
  • 33. What is gamification? Engagement is comprised of a series of (largely) interrelated metrics: • Recency - Time since usage • Frequency - Regularity of usage • Duration - Time spent viewing/doing • Virality - Positive word-of-mouth • Ratings - Providing usable feedback Gamification is about driving engagement, which in turn creates (or nurtures) loyalty.
  • 34. What is gamification? Gamification elements rely heavily on behavioural economics. Elements typically allow players to visualise progress, while also satisfying fundamental needs and desires - status, achievement, self-expression, competition, collaboration and rewards.
  • 35. What is gamification? At its heart, gamification is about creating an engaging experience that allows an organisation to move from “push” marketing towards customer “pull”, and tapping into peer-to-peer, viral and social (“earned”) marketing environments.
  • 36. What is gamification?That said, gamification is no panacea.Where products, price or place are grossly unequal,attempts at gamification (and the loyalty it engenders) ismuch less meaningful.Nor can gamification overcome poor products, poormarket fits, or poor digital customer experiences.
  • 37. Getting Started
  • 38. Getting started Starting point is accepting that everything has the potential to be fun. It is the mechanics of the game - not the theme - that make it fun.
  • 39. 1.Identify Engagement Targets
  • 40. Getting started “What behaviours do we want to encourage?” “What experiences do we want to amplify?” Identify moments in the customer journey where we want to increase engagement.
  • 41. 2.Identify Engagement Options
  • 42. “An engaging experience thats kinda fun &addictive - tying into an existing passion andextending and enhancing it”Customer Journey Scenario - MicroBreweryMap out the customer journeyEnvision the product with gamification baked in
  • 43. Identify engagement options Strategies for increasing engagement Influencing people’s behaviour through design
  • 44. Identify engagement options Adjust your game mechanics for your audience
  • 45. Applying Gamification Thinking
  • 46. Applying gamification thinking Desired Behaviours Game Mechanics
  • 47. Game mechanics
  • 48. Game mechanics
  • 49. Game mechanics
  • 50. Game mechanics
  • 51. Game mechanics
  • 52. Game mechanics
  • 53. Game mechanics
  • 54. Game mechanics
  • 55. Game mechanics
  • 56. Categories of Game Mechanics
  • 57. Categories of game mechanics Challenges & targets What happens if you set people a challenge, or give them a target to reach through what they’re doing?
  • 58. Categories of game mechanics Unpredictable reinforcement What happens if you give rewards or feedback on an unpredictable schedule, so users keep playing or interacting?
  • 59. Categories of game mechanics Scores Can you give users feedback on their actions as a score or rating allowing comparison to a reference point?
  • 60. Categories of game mechanics Levels Can you split your system up into achievable levels which help users feel like they’re making progress?
  • 61. Categories of game mechanics Rewards Can you encourage users to take up or continue a behaviour by rewarding it, through the design of the system?
  • 62. Categories of game mechanics Playfulness Can you design something which ‘plays’ with its users, provoking curiosity or making interactions into a game?
  • 63. Categories of game mechanics Storytelling Can you tell a story via your design, which interests users and keeps them engaged?
  • 64. Categories of game mechanics Leave gaps to fill Can you leave deliberate gaps (in a design, message, etc) which users will want to fill, becoming engaged in the process?
  • 65. Categories of game mechanics Role-playing What happens if your system gives users particular roles to play, or makes them feel like they’re playing a role?
  • 66. Categories of game mechanics Collections What happens if you encourage users to collect a set of things (friends, activities, places, objects, etc) through using your system?
  • 67. Categories of game mechanics Make it a memeWhat happens if you plan your design to be somethingpeople want to spread, and make it easy for them to do so?
  • 68. Workshop Scenario
  • 69. Workshop Scenario Jumbuck MicroBrewery The client is an Australian "micro brewery" - a small scale brewery that makes a dozen or so craft beers with limited volumes. Their only retail presence is online and at-premises sales. 90% of their sales comes via their digital channel with home delivery. They do not currently sell via pubs/restaurants/bars, but they would like to if they can find the right kind of distributors.
  • 70. Workshop Scenario Jumbuck MicroBrewery They currently have a website: - Product area: explanation of their range of craft beers - Sales area: where customers can order beers for home delivery - Club member area: where regular customers can learn more about their brewing process, see special offers etc. - Home brew forums: where brewing enthusiasts can swap ideas, recipes and ingredient recommendations among each other and with the microbrewerys brewing staff They currently have a mobile site, with a subset of functionality. They are considering a mobile app.