Designing for the Multi-Device, Hyper-Connected Consumer

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  • 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

  • 1. Designing for the Multi-Device-Owning, Attention-Short, Hyper-Connected Consumer
    April 2011
  • 2. ONE PLATFORM PUSHING TO OVER 500 WEBSITES WORLDWIDE
  • 3. A PLATFORM WITHOUT INNOVATION IS A BROKEN ONE
  • 4. 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
    • 5. Survey data
    • 6. Performance metrics
    Research
    • Publicly available research
    • 7. Purchased researched
    • 8. Commissioned research projects
    • 9. Usability
    Tools
    • Consumer Trends
    • 10. Competitive landscape
    • 11. Content framework
    • 12. Technology landscape
    Using insights - Introduce new things: new platforms - new applications within platforms
    Innovation
    New Platforms / Applications (examples)
    • Brand experiences on connected television
    • 13. Augmented reality as an ‘in theworld’ shopping tool
    Platform Evolution (examples)
    • Integrate facebook into brand.com
    • 14. Integrate KBB User Reviews into brand.com
    • 15. Provide better integration and eCommerceopportunity
    Platform Re-Imagine (examples)
    • Develop personalized shopping experiences
    • 16. 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…
  • 17. WHILE ONLINE (AND OFFLINE) SHOPPING ITSELF IS EVOLVING
  • 18. AND THAT IS JUST THE NORMAL EVERYDAY PC…3 THINGS WE KNOW ABOUT “EMERGING” DEVICES
  • 19. #1 : PEOPLE ARE BUYING MORE SMARTPHONES
    Source: Morgan Stanley Internet Trends 6/2010
  • 20. #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
  • 21. #3 : OWNING A SMARTPHONE CHANGES WHAT PEOPLE EXPECT
  • 22. 1-2-3 RINSE + REPEAT: IT’S MORE THAN JUST SMARTPHONES!!
    Source: Morgan Stanley Internet Trends 6/2010
  • 23. WE ARE CREATING A HYPERCONNECTED MULTI-DEVICE ECOSYSTEM
  • 24. 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?
  • 25. WELL… IT DEPENDS ON THE TIME OF DAY & WHERE YOU SIT
    The Sofa Effect
  • 26. OR EVEN WHAT CONTENT YOU MIGHT BE READING
    The Morning Headlines
  • 27. 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 ✔
  • 28. DESIGNING FOR THE DIGITAL NOMAD
  • 29. 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
    DESIGNING FOR THE DIGITAL NOMAD
    MAKING THE REAL WORLD RICHER
    Worlds Collide
    • Lines between the physical and virtual worlds are blurring
    • 30. Ubiquitous connectivity is an enabler
    • 31. Real world interactions with digital extensions are becoming commonplace
    • 32. 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
  • 33. YELP
    www.yelp.com
    Local reviews and ratings
    WHAT IT CONTAINS
    • Robust review site that integrates with the Facebook API to the fullest extent
    • 34. Mobile and tablet apps
    • 35. Saved information carries between devices
    • 36. Mobile app includes deals, check-ins
    • 37. Monocle view leverages augmented reality
    • 38. Open/closed indicator on mobile listings
    • 39. Tablet app includes large photos and maps
    DESIGNING FOR THE DIGITAL NOMAD
  • 40. SCVNGR
    www.scvngr.com
    Large scale, mobile based scavenger hunt
    WHAT IT CONTAINS
    • Uses GPS technology to enable “check ins” using your mobile device
    • 41. Users and businesses create challenges
    • 42. Different levels of points for different challenges (i.e. the Tin Foil Oragami)
    • 43. Points work to win real world rewards
    • 44. Integrates with Facebook Connect and Twitter API for login and sharing
    • 45. Integrates with Facebook Places for check in
    DESIGNING FOR THE DIGITAL NOMAD
  • 46. 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.
    • 47. NFC window stickers for business front
    • 48. Custom QR codes for business cards and more
    • 49. Google Goggles is an image recognition app
    • 50. Scan images, landmarks, barcodes, text
    • 51. Can translate, identify, solve Sudoku puzzles
    • 52. Next up: facial recognition?
    DESIGNING FOR THE DIGITAL NOMAD
  • 53. SHOPKICK
    www.shopkick.com
    Check-in based retail rewards
    WHAT IT CONTAINS
    • New inaudible sound trigger to mobile phone
    • 54. Closer location range than GPS technology(entrance, cashier, dressing room)
    • 55. Encourages foot traffic and builds database of real world consumer habits
    • 56. User collects “kickbucks” for just walking into participating stores or scanning products
    • 57. Redeems for real life rewards
    DESIGNING FOR THE DIGITAL NOMAD
  • 58. 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?
    • 59. What are the dangers of using third party APIs?
    • 60. How do we design an experience for multiple devices?
    • 61. You have to disconnection “content” and “services” from design layer
    • 62. You have to design new functionality for device-specific interactions
    • 63. You have to decide what core functionality travels between
    • 64. Should we and how do we leveraging emerging mobile technology?
    • 65. How do we communicate not just our message, but teach users how to leverage their devices in new ways?
    DESIGNING FOR THE DIGITAL NOMAD
  • 66. RUNNING ON CONSUMER TIME
  • 67. 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
    RUNNING ON CONSUMER TIME
    CONSUMERS WANT IT LATER
    Attention Management
    • Overscheduled lives
    • 68. Information never shuts off
    • 69. Multi-device simultaneous consumption
    • 70. Delayed media consumption
    • 71. Scheduled social engagement (tweet commentary while watching TV)
    • 72. 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
  • 73. CHACHA
    www.chacha.com
    Mobile SMS answering service
    WHAT IT CONTAINS
    • Human-powered mobile search engine
    • 74. Text your question, get an answer in minutes
    • 75. Also available via voice-enabled questions
    • 76. Quick, easy, relatively free, mostly accurate
    • 77. Other competitor service = Google SMS services, which include not just SMS search but calendar, email and blogging
    RUNNING ON CONSUMER TIME
  • 78. 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
    • 79. Information and videos about park rides
    • 80. Dining ratings, costs, and menus
    • 81. Activity scheduler and mobile ticket purchase
    • 82. Behind the scenes… video cameras, algorithms, digital park maps spot gridlock early on
    • 83. Also available: instant wait times and answer service via SMS
    RUNNING ON CONSUMER TIME
  • 84. 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
    • 85. Uses audio sync technology to keep aligned
    • 86. Participate in real-time: chat, quizzes, polls, behind the scenes videos
    • 87. Check-in and earn badges at virtual locations within the show
    • 88. Also works with episodes on your DVR
    RUNNING ON CONSUMER TIME
  • 89. READ IT LATER
    www.readitlaterlist.com
    Offline + online bookmarking tool
    WHAT IT CONTAINS
    • Supports multiple browsers and mobile devices
    • 90. Integrates with many popular tools such as Google Reader, Delicious, etc.
    • 91. Download and sync for offline viewing
    • 92. Intuitive mobile interface and gestures (i.e. tap to save)
    • 93. Edit, organize, or tag
    • 94. Share on social networks
    RUNNING ON CONSUMER TIME
  • 95. EVERY UX DESIGNER AND CONTENT STRATEGIST NEEDS TO ASK:
    • How do we indicate to the user through design that this site changes?
    • 96. How do we clearly bubble up information that is relevant and new?
    • 97. How do we design experiences that work together in real-time? (often needs mechanisms that help sync it)
    • 98. How do we build content into progressive, easy to tackle steps?
    • 99. 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.
    RUNNING ON CONSUMER TIME
  • 100. BEING A FULL SERVICE BRAND
  • 101. 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
    BEING A FULL SERVICE BRAND
    WHAT I WANT, WHAT I NEED
    Know Me
    • Too much information, too much choice
    • 102. Show only what is relevant to me
    • 103. Tailored to user preferences and behavior
    • 104. Content delivered based on location
    • 105. Show me what I’ve never seen before
    • 106. Predict what I might need next
    • 107. 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
  • 108. 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.
    • 109. Enables buying, renting, and viewing movies through iTunes and Netflix
    • 110. Get showtimes and buy tickets through movietickets.com
    • 111. Create “want to see” lists, ratings, and reviews
    • 112. Integrates with Facebook social graph
    • 113. Apps for every device and relevant site
    BEING A FULL SERVICE BRAND
  • 114. 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
    • 115. Visualization helps compare month-to-month spending and categorize expenses
    • 116. Email or text message alerts help avoid fees and warn about budget expenditures
    • 117. Set personal finance goals
    • 118. Set a monthly budget and track it via phone and via web
    BEING A FULL SERVICE BRAND
  • 119. 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
    • 120. Not just previous Amazon experience, but experience from around the web
    • 121. Pulls interests from Facebook profile
    • 122. Hit “like” on IMDB, Rotten Tomatoes, Yelp
    • 123. Birthday gift suggestions for your Facebook friends
    BEING A FULL SERVICE BRAND
  • 124. TRUNK CLUB
    www.trunkclub.com
    Personalized clothing service for men
    WHAT IT CONTAINS
    • Pick preselected looks and take style survey
    • 125. Coordinate with stylist via phone or online to give your clothing sizes and preferences
    • 126. Trunk full of clothing, free shipping both ways
    • 127. Online expert available for follow-up, feedback, and fitting advice
    • 128. Pay only for what you keep
    BEING A FULL SERVICE BRAND
  • 129. EVERY UX DESIGNER AND CONTENT STRATEGIST NEEDS TO ASK:
    • How do we create a common design language, while retaining the trusted brand image of the third party content sources?
    • 130. How do we chunk information into easy to digest, easy to skim, categorized bits?
    • 131. How do we build consumer trust around use of their personal information? Through clear directions, logic, reasoning, disclosures, etc.
    • 132. When do we give consumers an “out”? How do we give them different levels to which to engage?
    • 133. 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?
    BEING A FULL SERVICE BRAND
  • 134. THE WORLD IS CHANGING. THE WORLD HAS CHANGED.HOW DO WE DESIGN FOR TOMORROW?
  • 135. 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!!!
  • 136. 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
  • 137. THANK YOU!!!
    MARTA STRICKLANDINNOVATION DIRECTORMRM WORLDWIDE
    MARTA.STRICKLAND@MRMWORLDWIDE
    @MARTASTRICKLAND