Nearly every customer completes some portion of their vehicle purchasing research online. As a result, GM shopping sites are an integral part of the purchase process– providing consumers valuable information, and dealers valuable leads. In order to continue to innovate that experience, as well as to make it easier to manage, change and more efficient, GM has undertaken a massive project with MRM to consolidate and standardize their global websites to one CMS platform. GM is very proud of this massive undertaking. Achieving success on a project of this scope will require: a multi-year commitment to build and maintain require heads down commitment and hard work need a laser focus on delivery and program management and as a result risk taking eyes off of the ball of long term, ongoing innovation
In light of these trends and circumstances, it is no surprise that General Motors felt compelled to focus on innovation. GM has always and continues to have very strong focus on product innovation, but they wanted to make sure that they continue to innovate in the arena where consumers learn about, shop and buy their vehicles. While much of the world has changed – the retail car buying environment has not changed much.
“New” = Reduce usage friction via better processing power + improved user interface + smaller form factor + lower prices + expanded services
Transcript of "Designing for the Multi-Device, Hyper-Connected Consumer"
Designing for the Multi-Device-Owning, Attention-Short, Hyper-Connected Consumer<br />April 2011<br />
ONE PLATFORM PUSHING TO OVER 500 WEBSITES WORLDWIDE<br />
A PLATFORM WITHOUT INNOVATION IS A BROKEN ONE<br />
HOW DO WE DEFINE “INNOVATION”?<br />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. <br />Insights<br />Data & Analytics<br /><ul><li>Behavior data
Technology landscape</li></ul>Using insights - Introduce new things: new platforms - new applications within platforms<br />Innovation<br />New Platforms / Applications (examples)<br /><ul><li>Brand experiences on connected television
Augmented reality as an ‘in theworld’ shopping tool</li></ul>Platform Evolution (examples)<br /><ul><li>Integrate facebook into brand.com
Provide better integration and eCommerceopportunity</li></ul>Platform Re-Imagine (examples)<br /><ul><li>Develop personalized shopping experiences
Leverage facebook integration to connect shopper and owner experiences</li></li></ul><li>IT’S A SHOPPING PARADIGM IN NEED OF INNOVATION<br /> THE ONLINE EXPERIENCE ISN’T MUCH BETTER…<br />
WHILE ONLINE (AND OFFLINE) SHOPPING ITSELF IS EVOLVING<br />
AND THAT IS JUST THE NORMAL EVERYDAY PC…3 THINGS WE KNOW ABOUT “EMERGING” DEVICES<br />
#1 : PEOPLE ARE BUYING MORE SMARTPHONES<br />Source: Morgan Stanley Internet Trends 6/2010<br />
#2 : OWNING A SMARTPHONE CHANGES WHAT PEOPLE DO<br /> Nearly all smartphone owners have done at least one of these actions, while over 50% of feature phone users have not performed any actions.<br />Source: Forrester Q2 2010<br />
#3 : OWNING A SMARTPHONE CHANGES WHAT PEOPLE EXPECT<br />
1-2-3 RINSE + REPEAT: IT’S MORE THAN JUST SMARTPHONES!!<br />Source: Morgan Stanley Internet Trends 6/2010<br />
WE ARE CREATING A HYPERCONNECTED MULTI-DEVICE ECOSYSTEM<br />
IT’S A CONFUSING LANDSCAPE OVER WHAT IS BEST FOR WHAT<br />IS IT A GAMING CONSOLE?<br />IS IT A LAPTOP?<br />IS IT A PHONE?<br />IS IT A CAMERA?<br />
WELL… IT DEPENDS ON THE TIME OF DAY & WHERE YOU SIT<br />The Sofa Effect<br />
OR EVEN WHAT CONTENT YOU MIGHT BE READING<br />The Morning Headlines<br />
ONE OF THE TOOLS IN OUR 2011 TOOLBOX…11 CONSUMER TRENDS DRIVING DIGITAL INNOVATION<br />POWER OF NOW<br />CONCEIRGE CULTURE<br />CONSUMER CONTROL<br />EVOLUTION OF COMMERCE<br />COUPON CHIC<br />WORLDS COLLIDE<br />BRAND ME<br />KNOW ME<br />SEAMLESS EXPERIENCES<br /> WORLD’S A GAME<br /> ATTENTION MANAGEMENT<br />POWER OF NOW ✔<br />CONCEIRGE CULTURE ✔<br />CONSUMER CONTROL<br />EVOLUTION OF COMMERCE<br />COUPON CHIC<br />WORLDS COLLIDE ✔<br />BRAND ME<br />KNOW ME ✔<br />SEAMLESS EXPERIENCES✔<br /> WORLD’S A GAME<br />ATTENTION MANAGEMENT ✔<br />
TAKING IT WITH ME WHEREVER<br />Seamless Experiences<br />The internet is breaking down barriers<br />New personal portable devices are creating new expectations<br />Friends and like-minded individuals are connecting with each other everywhere<br />Information needs to flowing seamlessly between sites, platforms, and devices<br />DESIGNING FOR THE DIGITAL NOMAD<br />MAKING THE REAL WORLD RICHER<br />Worlds Collide<br /><ul><li>Lines between the physical and virtual worlds are blurring
Real world interactions with digital extensions are becoming commonplace
QR codes, augmented reality, NFC, RFID, GPS tracking, SMS, and “check-ins”</li></ul>THE VALUE OF A WARM WELCOME<br />63% ofiPhoneowners use location services at least once a week. Many consumers would share their location for retail perks.MOBILE MARKETING ASSOCATION, 2010<br />FEEDING A GROWING MOBILE APPETITE<br />Roughly 70% of iPhone and Android owners access the internet at least dailyon their mobile device.FORRESTER TECHNOGRAPHICS, 2010<br />
YELP<br />www.yelp.com<br />Local reviews and ratings<br />WHAT IT CONTAINS<br /><ul><li>Robust review site that integrates with the Facebook API to the fullest extent
Integrates with Facebook Connect and Twitter API for login and sharing
Integrates with Facebook Places for check in</li></ul>DESIGNING FOR THE DIGITAL NOMAD<br />
GOOGLE PROJECTS<br />www.googlelabs.com<br />Google Places and Google Goggles<br />WHAT IT CONTAINS<br /><ul><li>Google Places creates official “place pages” for locations that aggregate: hours, photos, videos, coupons, reviews, maps, etc.
CONSUMERS WANT IT NOW<br />Power of Now<br />Instant gratification<br />Always on access<br />Information when and where I want it<br />Instant response via SMS, email, chat, etc.<br />Living in the moment <br />Social serendipity, we “just happen” to be in the same area at the same time<br />RUNNING ON CONSUMER TIME<br />CONSUMERS WANT IT LATER<br />Attention Management<br /><ul><li>Overscheduled lives
Scheduled social engagement (tweet commentary while watching TV)
The “back channel” conversation</li></ul>THE MULTITASKING MASSES<br />Three out of four Americans multi-task with TV and Internet. One-half of multi-taskers do this daily.<br />NIELSEN – YAHOO! STUDY, 2010<br />MY DEVICE FOR “NOW”<br />54% of automotive shoppers did mobile research while in line, waiting for an appointment, or driving to the dealership.<br />GOOGLE “THINK AUTO”, 2010<br />
CHACHA<br />www.chacha.com<br />Mobile SMS answering service<br />WHAT IT CONTAINS<br /><ul><li>Human-powered mobile search engine
Other competitor service = Google SMS services, which include not just SMS search but calendar, email and blogging </li></ul>RUNNING ON CONSUMER TIME<br />
DISNEY WOLRD WAIT TIMES<br />www.disneyparksmobile.com<br />On-site trip planning application<br />WHAT IT CONTAINS<br /><ul><li>Detailed map and GPS locator with estimated wait times updated in real-time
Share on social networks</li></ul>RUNNING ON CONSUMER TIME<br />
EVERY UX DESIGNER AND CONTENT STRATEGIST NEEDS TO ASK:<br /><ul><li>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?</li></ul>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.<br />RUNNING ON CONSUMER TIME<br />
WHAT YOU CAN DO FOR ME<br />Concierge Culture<br />Too much information, too much choice<br />No time or energy to evaluate the options<br />Brands become trusted tastemakers<br />Curate the information and provide the content in intuitive ways<br />Empower me through useful tools <br />Save my time and simplify my life<br />BEING A FULL SERVICE BRAND<br />WHAT I WANT, WHAT I NEED<br />Know Me<br /><ul><li>Too much information, too much choice
Burden of privacy and security</li></ul>THE VALUE OF A WARM WELCOME<br />Consumers are more likely to return to (55%) and buy from (48%) a site that automatically recognizes them.JANRAIN RESEARCH, 2011<br />GIVING CONSUMERS BACK THEIR TIME<br />79% of consumers are looking for waysto simplify their lives, whether it be decluttering or finding more quality time. YANKELOVICH STUDY, 2008<br />
FLIXSTER<br />www.flixster.com<br />Movie ratings, reviews, times, tickets, and more<br />WHAT IT CONTAINS<br /><ul><li>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
Set a monthly budget and track it via phone and via web</li></ul>BEING A FULL SERVICE BRAND<br />
AMAZON + FACEBOOK<br />www.amazon.com/gp/yourstore/facebook<br />Online retail meets your social graph<br />WHAT IT CONTAINS<br /><ul><li>Combines well known recommendation engine with Facebook Open Graph API
Not just previous Amazon experience, but experience from around the web
Birthday gift suggestions for your Facebook friends </li></ul>BEING A FULL SERVICE BRAND<br />
TRUNK CLUB<br />www.trunkclub.com<br />Personalized clothing service for men<br />WHAT IT CONTAINS<br /><ul><li>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</li></ul>BEING A FULL SERVICE BRAND<br />
EVERY UX DESIGNER AND CONTENT STRATEGIST NEEDS TO ASK:<br /><ul><li>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?</li></ul>BEING A FULL SERVICE BRAND<br />
THE WORLD IS CHANGING. THE WORLD HAS CHANGED.HOW DO WE DESIGN FOR TOMORROW?<br />
IT’S NOT ABOUT MORE SCREENS<br />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.<br />IT’S NOT ABOUT MORE ACCESS<br />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.<br />IT’S NOT ABOUT MORE CONTENT<br />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.<br />PUTTING MORE STUFF ON MORE SCREENS… ONLY FASTER!!!<br />
IT’S ABOUT CREATING TOOLS THAT SPEAK THEIR POWER<br />USE ME WHEN YOU WANT SOME QUICK VALIDATION<br />USE ME TO MAKE SURE YOU AREN’T FORGETTING SOMETHING<br />USE ME WHEN YOU ARE BORED AND WANT TO EXPLORE FOR A WHILE<br />