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
Designing for the Multi-Device-Owning, Attention-Short, Hyper-Connected Consumer April 2011
ONE PLATFORM PUSHING TO OVER 500 WEBSITES WORLDWIDE
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
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 ✔
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
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
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
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
EVERY UX DESIGNER AND CONTENT STRATEGIST NEEDS TO ASK:
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. RUNNING ON CONSUMER TIME
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
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
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?
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?
BEING A FULL SERVICE BRAND
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