Designing for the Multi-Device, Hyper-Connected Consumer

Designing for the Multi-Device-Owning, Attention-Short, Hyper-Connected Consumer
April 2011

ONE PLATFORM PUSHING TO OVER 500 WEBSITES WORLDWIDE

A PLATFORM WITHOUT INNOVATION IS A BROKEN ONE

HOW DO WE DEFINE “INNOVATION”?
Comprehend and combine data, information & research to discover the heart of consumer and market behavior then identify the real opportunity for our platforms and brands.
Insights
Data & Analytics
Behavior data
Survey data
Performance metrics
Research
Publicly available research
Purchased researched
Commissioned research projects
Usability
Tools
Consumer Trends
Competitive landscape
Content framework
Technology landscape
Using insights - Introduce new things: new platforms - new applications within platforms
Innovation
New Platforms / Applications (examples)
Brand experiences on connected television
Augmented reality as an ‘in theworld’ shopping tool
Platform Evolution (examples)
Integrate facebook into brand.com
Integrate KBB User Reviews into brand.com
Provide better integration and eCommerceopportunity
Platform Re-Imagine (examples)
Develop personalized shopping experiences
Leverage facebook integration to connect shopper and owner experiences

IT’S A SHOPPING PARADIGM IN NEED OF INNOVATION
THE ONLINE EXPERIENCE ISN’T MUCH BETTER…

WHILE ONLINE (AND OFFLINE) SHOPPING ITSELF IS EVOLVING

AND THAT IS JUST THE NORMAL EVERYDAY PC…3 THINGS WE KNOW ABOUT “EMERGING” DEVICES

#1 : PEOPLE ARE BUYING MORE SMARTPHONES
Source: Morgan Stanley Internet Trends 6/2010

#2 : OWNING A SMARTPHONE CHANGES WHAT PEOPLE DO
Nearly all smartphone owners have done at least one of these actions, while over 50% of feature phone users have not performed any actions.
Source: Forrester Q2 2010

#3 : OWNING A SMARTPHONE CHANGES WHAT PEOPLE EXPECT

1-2-3 RINSE + REPEAT: IT’S MORE THAN JUST SMARTPHONES!!
Source: Morgan Stanley Internet Trends 6/2010

WE ARE CREATING A HYPERCONNECTED MULTI-DEVICE ECOSYSTEM

IT’S A CONFUSING LANDSCAPE OVER WHAT IS BEST FOR WHAT
IS IT A GAMING CONSOLE?
IS IT A LAPTOP?
IS IT A PHONE?
IS IT A CAMERA?

WELL… IT DEPENDS ON THE TIME OF DAY & WHERE YOU SIT
The Sofa Effect

OR EVEN WHAT CONTENT YOU MIGHT BE READING
The Morning Headlines

ONE OF THE TOOLS IN OUR 2011 TOOLBOX…11 CONSUMER TRENDS DRIVING DIGITAL INNOVATION
POWER OF NOW
CONCEIRGE CULTURE
CONSUMER CONTROL
EVOLUTION OF COMMERCE
COUPON CHIC
WORLDS COLLIDE
BRAND ME
KNOW ME
SEAMLESS EXPERIENCES
WORLD’S A GAME
ATTENTION MANAGEMENT
POWER OF NOW ✔
CONCEIRGE CULTURE ✔
CONSUMER CONTROL
EVOLUTION OF COMMERCE
COUPON CHIC
WORLDS COLLIDE ✔
BRAND ME
KNOW ME ✔
SEAMLESS EXPERIENCES✔
WORLD’S A GAME
ATTENTION MANAGEMENT ✔

DESIGNING FOR THE DIGITAL NOMAD

TAKING IT WITH ME WHEREVER
Seamless Experiences
The internet is breaking down barriers
New personal portable devices are creating new expectations
Friends and like-minded individuals are connecting with each other everywhere
Information needs to flowing seamlessly between sites, platforms, and devices
MAKING THE REAL WORLD RICHER
Worlds Collide
Lines between the physical and virtual worlds are blurring
Ubiquitous connectivity is an enabler
Real world interactions with digital extensions are becoming commonplace
QR codes, augmented reality, NFC, RFID, GPS tracking, SMS, and “check-ins”
THE VALUE OF A WARM WELCOME
63% ofiPhoneowners use location services at least once a week. Many consumers would share their location for retail perks.MOBILE MARKETING ASSOCATION, 2010
FEEDING A GROWING MOBILE APPETITE
Roughly 70% of iPhone and Android owners access the internet at least dailyon their mobile device.FORRESTER TECHNOGRAPHICS, 2010

YELP
www.yelp.com
Local reviews and ratings
WHAT IT CONTAINS
Robust review site that integrates with the Facebook API to the fullest extent
Mobile and tablet apps
Saved information carries between devices
Mobile app includes deals, check-ins
Monocle view leverages augmented reality
Open/closed indicator on mobile listings
Tablet app includes large photos and maps

SCVNGR
www.scvngr.com
Large scale, mobile based scavenger hunt
WHAT IT CONTAINS
Uses GPS technology to enable “check ins” using your mobile device
Users and businesses create challenges
Different levels of points for different challenges (i.e. the Tin Foil Oragami)
Points work to win real world rewards
Integrates with Facebook Connect and Twitter API for login and sharing
Integrates with Facebook Places for check in

GOOGLE PROJECTS
www.googlelabs.com
Google Places and Google Goggles
WHAT IT CONTAINS
Google Places creates official “place pages” for locations that aggregate: hours, photos, videos, coupons, reviews, maps, etc.
NFC window stickers for business front
Custom QR codes for business cards and more
Google Goggles is an image recognition app
Scan images, landmarks, barcodes, text
Can translate, identify, solve Sudoku puzzles
Next up: facial recognition?

SHOPKICK
www.shopkick.com
Check-in based retail rewards
WHAT IT CONTAINS
New inaudible sound trigger to mobile phone
Closer location range than GPS technology(entrance, cashier, dressing room)
Encourages foot traffic and builds database of real world consumer habits
User collects “kickbucks” for just walking into participating stores or scanning products
Redeems for real life rewards

EVERY UX DESIGNER AND CONTENT STRATEGIST NEEDS TO ASK:
How do we to leverage third party APIs to make it easier for the consumer to complete tasks on our site or application?
What are the dangers of using third party APIs?
How do we design an experience for multiple devices?
You have to disconnection “content” and “services” from design layer
You have to design new functionality for device-specific interactions
You have to decide what core functionality travels between
Should we and how do we leveraging emerging mobile technology?
How do we communicate not just our message, but teach users how to leverage their devices in new ways?

RUNNING ON CONSUMER TIME

CONSUMERS WANT IT NOW
Power of Now
Instant gratification
Always on access
Information when and where I want it
Instant response via SMS, email, chat, etc.
Living in the moment
Social serendipity, we “just happen” to be in the same area at the same time
CONSUMERS WANT IT LATER
Attention Management
Overscheduled lives
Information never shuts off
Multi-device simultaneous consumption
Delayed media consumption
Scheduled social engagement (tweet commentary while watching TV)
The “back channel” conversation
THE MULTITASKING MASSES
Three out of four Americans multi-task with TV and Internet. One-half of multi-taskers do this daily.
NIELSEN – YAHOO! STUDY, 2010
MY DEVICE FOR “NOW”
54% of automotive shoppers did mobile research while in line, waiting for an appointment, or driving to the dealership.
GOOGLE “THINK AUTO”, 2010

CHACHA
www.chacha.com
Mobile SMS answering service
WHAT IT CONTAINS
Human-powered mobile search engine
Text your question, get an answer in minutes
Also available via voice-enabled questions
Quick, easy, relatively free, mostly accurate
Other competitor service = Google SMS services, which include not just SMS search but calendar, email and blogging

DISNEY WOLRD WAIT TIMES
www.disneyparksmobile.com
On-site trip planning application
WHAT IT CONTAINS
Detailed map and GPS locator with estimated wait times updated in real-time
Information and videos about park rides
Dining ratings, costs, and menus
Activity scheduler and mobile ticket purchase
Behind the scenes… video cameras, algorithms, digital park maps spot gridlock early on
Also available: instant wait times and answer service via SMS

ABC “GREY’S ANATOMY”
abc.go.com/shows/greys-anatomy/ipad
Multi-device interactive entertainment
WHAT IT CONTAINS
Download application and use while viewing the TV show
Uses audio sync technology to keep aligned
Participate in real-time: chat, quizzes, polls, behind the scenes videos
Check-in and earn badges at virtual locations within the show
Also works with episodes on your DVR

READ IT LATER
www.readitlaterlist.com
Offline + online bookmarking tool
WHAT IT CONTAINS
Supports multiple browsers and mobile devices
Integrates with many popular tools such as Google Reader, Delicious, etc.
Download and sync for offline viewing
Intuitive mobile interface and gestures (i.e. tap to save)
Edit, organize, or tag
Share on social networks

How do we indicate to the user through design that this site changes?
How do we clearly bubble up information that is relevant and new?
How do we design experiences that work together in real-time? (often needs mechanisms that help sync it)
How do we build content into progressive, easy to tackle steps?
How do we make the flow easy to postpone and come back to?
Instant response also puts a lot of pressure on creating “people” strategy, rather than a content strategy, but for many companies… they can’t man the demand. How to solve?Implement technology that helps bring real-time answers to people’s pressing questions.

BEING A FULL SERVICE BRAND

WHAT YOU CAN DO FOR ME
Concierge Culture
Too much information, too much choice
No time or energy to evaluate the options
Brands become trusted tastemakers
Curate the information and provide the content in intuitive ways
Empower me through useful tools
Save my time and simplify my life
WHAT I WANT, WHAT I NEED
Know Me
Too much information, too much choice
Show only what is relevant to me
Tailored to user preferences and behavior
Content delivered based on location
Show me what I’ve never seen before
Predict what I might need next
Burden of privacy and security
THE VALUE OF A WARM WELCOME
Consumers are more likely to return to (55%) and buy from (48%) a site that automatically recognizes them.JANRAIN RESEARCH, 2011
GIVING CONSUMERS BACK THEIR TIME
79% of consumers are looking for waysto simplify their lives, whether it be decluttering or finding more quality time. YANKELOVICH STUDY, 2008

FLIXSTER
www.flixster.com
Movie ratings, reviews, times, tickets, and more
WHAT IT CONTAINS
Brings in data from multiple sources: Rotten Tomatoes, Quicktime Trailers, IMDB, etc.
Enables buying, renting, and viewing movies through iTunes and Netflix
Get showtimes and buy tickets through movietickets.com
Create “want to see” lists, ratings, and reviews
Integrates with Facebook social graph
Apps for every device and relevant site

MINT
www.mint.com
Online money management software
WHAT IT CONTAINS
Bring in data from multiple accounts into one place to help track spending and balances
Visualization helps compare month-to-month spending and categorize expenses
Email or text message alerts help avoid fees and warn about budget expenditures
Set personal finance goals
Set a monthly budget and track it via phone and via web

AMAZON + FACEBOOK
www.amazon.com/gp/yourstore/facebook
Online retail meets your social graph
WHAT IT CONTAINS
Combines well known recommendation engine with Facebook Open Graph API
Not just previous Amazon experience, but experience from around the web
Pulls interests from Facebook profile
Hit “like” on IMDB, Rotten Tomatoes, Yelp
Birthday gift suggestions for your Facebook friends

TRUNK CLUB
www.trunkclub.com
Personalized clothing service for men
WHAT IT CONTAINS
Pick preselected looks and take style survey
Coordinate with stylist via phone or online to give your clothing sizes and preferences
Trunk full of clothing, free shipping both ways
Online expert available for follow-up, feedback, and fitting advice
Pay only for what you keep

How do we create a common design language, while retaining the trusted brand image of the third party content sources?
How do we chunk information into easy to digest, easy to skim, categorized bits?
How do we build consumer trust around use of their personal information? Through clear directions, logic, reasoning, disclosures, etc.
When do we give consumers an “out”? How do we give them different levels to which to engage?
How do we make “personalized” sections of site seamless, focused, natural, and not an after thought… and have enough unique content to support a truly personal experience?

THE WORLD IS CHANGING. THE WORLD HAS CHANGED.HOW DO WE DESIGN FOR TOMORROW?

IT’S NOT ABOUT MORE SCREENS
Every “screen” is attached to a device that does something different. That I use for a different purpose in my life, and often I am using them at the same time.
IT’S NOT ABOUT MORE ACCESS
It’s about finding the answers I need at the moment I need it, and postponing my consumption if I don’t have the time. It’s about experiences that operate on my schedule.
IT’S NOT ABOUT MORE CONTENT
It’s about the right content tailored to who I am, what I like, and the choices I have to make. It’s about making it easier for me by doing the heavy lifting for me.
PUTTING MORE STUFF ON MORE SCREENS… ONLY FASTER!!!

IT’S ABOUT CREATING TOOLS THAT SPEAK THEIR POWER
USE ME WHEN YOU WANT SOME QUICK VALIDATION
USE ME TO MAKE SURE YOU AREN’T FORGETTING SOMETHING
USE ME WHEN YOU ARE BORED AND WANT TO EXPLORE FOR A WHILE

THANK YOU!!!
MARTA STRICKLANDINNOVATION DIRECTORMRM WORLDWIDE
MARTA.STRICKLAND@MRMWORLDWIDE
@MARTASTRICKLAND

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Designing for the Multi-Device, Hyper-Connected Consumer

by Marta Strickland

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