How to design digital ecosystems - User Experience for digital channels (THINK & Orkin case study)

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Brands today need more than a website and some social properties. They need digital ecosystems. At THINK we have a series of tools and methods for structuring and designing digital ecosystems which …

Brands today need more than a website and some social properties. They need digital ecosystems. At THINK we have a series of tools and methods for structuring and designing digital ecosystems which cross channels and devices. We have spent the last year extending the Orkin brand into new engagements with customers, by introducing The Ecologist, a new website and a new set of digital properties that shows

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  • 1. Designing digital ecosystems @thinkinc @thinky #digsouth Zach Pousman
  • 2. #DigSouth @thinky @thinkinc
  • 3. How to do digital strategy in today’s world How we find insights How we build the things people will love I will give you my secrets. 3#DigSouth @thinky @thinkinc
  • 4. STRATEGY INSIGHTS BUILDING (AWESOME) STUFF I will give you my secrets. 4#DigSouth @thinky @thinkinc
  • 5. Business model Brand Strategy 5 Adapted from Brad Heitmann at Crux & Gage http://www.cruxandgage.com #DigSouth @thinky @thinkinc
  • 6. Business model Brand Strategy Market it Make it Adapted from Brad Heitmann at Crux & Gage http://www.cruxandgage.com 6#DigSouth @thinky @thinkinc
  • 7. 2 Adapted from Brad Heitmann at Crux & Gage http://www.cruxandgage.com #DigSouth @thinky @thinkinc
  • 8. Adapted from Brad Heitmann at Crux & Gage http://www.cruxandgage.com Play nice with others! #DigSouth @thinky @thinkinc
  • 9. How? understand your ecosystem find the problem learn about people (customers, users, readers) plan your evolution #DigSouth @thinky @thinkinc
  • 10. PRODUCT ECOLOGY Jodi Forlizzi The Product Ecology: Understanding Social Product Use and Supporting Design Culture. International Journal of Design vol. 2, no. 1. 2008 Hot Tip! #DigSouth @thinky @thinkinc
  • 11. 11 Ecosystems Culture Con- trols Design Language Systems Pixel Hot Tip! Thinking at scale #DigSouth @thinky @thinkinc
  • 12. #DigSouth @thinky @thinkinc
  • 13. photo of the spider in the tub. #DigSouth @thinky @thinkinc
  • 14. THE ORKIN BRAND #DigSouth @thinky @thinkinc
  • 15. Total population in geographic area Total targets in that geography Those who may switch “consideration set” AUDIENCE IMPRESSION CONVERSION Vehicle - direct response banner advertising (lower % engage) Vehicle - search advertising (higher % engage) Audience Targets IMPRESSIONS x CTR Other impressions or follow up impressions may also cause engagement and conversions (including branch, call center, site) Landing page engagement rates VALUE Revenue projections based on: Revenue over 12 months (or LTV) Retention over baseline Cross-sell / up sell upgrade opportunity Segment by likelihood to convert (S, M, L) Account opening (assume a form) Account opening completion Call center Brand awareness & Brand value Brand impressions have value, too! ROI Segment by likelihood to convert (S, M, L) % Who Engage New Members Revenue ROI ROI calculation Revenue - cost to acquire = return Hot Tip! THE BUSINESS #DigSouth @thinky @thinkinc
  • 16. Hot Tip! #DigSouth @thinky @thinkinc AWARENESS RESEARCH CONSIDERATION USE BUY BOND ADVOCATE Harvard Business Review, December 2010 Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places
  • 17. AWARENESS RESEARCH CONSIDERATION USE BUY BOND ADVOCATE Google calls this the Z-MOT “0th moment of truth” Hot Tip! #DigSouth @thinky @thinkinc Harvard Business Review, December 2010 Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places
  • 18. INSIGHTS #DigSouth @thinky @thinkinc
  • 19. ?! #DigSouth @thinky @thinkinc
  • 20. BRAND EVOLUTION: “LEVERAGING THE POWER OF SCIENCE” #DigSouth @thinky @thinkinc
  • 21. #DigSouth @thinky @thinkinc PEST CONTROL KNOWLEDGE
  • 22. #DigSouth @thinky @thinkinc PEST CONTROL KNOWLEDGE SCIENCEAPPLIED
  • 23. #DigSouth @thinky @thinkinc PEST CONTROL KNOWLEDGE SCIENCEAPPLIED
  • 24. NIKE SELLS SHOES 24#DigSouth @thinky @thinkinc
  • 25. RIGHT? 25#DigSouth @thinky @thinkinc
  • 26. #DigSouth @thinky @thinkinc
  • 27. “BE A PART OF WHAT INTERESTS PEOPLE” #DigSouth @thinky @thinkinc
  • 28. #DigSouth @thinky @thinkinc
  • 29. #DigSouth @thinky @thinkinc
  • 30. #DigSouth @thinky @thinkinc
  • 31. #DigSouth @thinky @thinkinc
  • 32. #DigSouth @thinky @thinkinc
  • 33. Who does it _________ ? What role does it play? Is it a replacement or an addition? Where does it manifest? When? Why does it? Hot Tip! #DigSouth @thinky @thinkinc
  • 34. inspire educate & connectWho does it _________ ? What role does it play? Is it a replacement or an addition? Where does it manifest? When? Why does it? Hot Tip! #DigSouth @thinky @thinkinc
  • 35. DESIGN #DigSouth @thinky @thinkinc
  • 36. WE OFFER OUR KNOWLEDGE AS EXPERTS 36#DigSouth @thinky @thinkinc
  • 37. PEST CONTROL DOWN TO A SCIENCE 37#DigSouth @thinky @thinkinc
  • 38. 38#DigSouth @thinky @thinkinc
  • 39. 39#DigSouth @thinky @thinkinc
  • 40. #DigSouth @thinky @thinkinc
  • 41. 41#DigSouth @thinky @thinkinc
  • 42. 42#DigSouth @thinky @thinkinc
  • 43. 43#DigSouth @thinky @thinkinc
  • 44. 44#DigSouth @thinky @thinkinc
  • 45. #DigSouth @thinky @thinkinc
  • 46. PEST CONTROL DOWN TO A SCIENCE 46
  • 47. 47 #DigSouth @thinky @thinkinc
  • 48. 48 #DigSouth @thinky @thinkinc
  • 49. 49
  • 50. 50 #DigSouth @thinky @thinkinc
  • 51. 51 #DigSouth @thinky @thinkinc
  • 52. 52 Hot Tip! #DigSouth @thinky @thinkinc
  • 53. 53 #DigSouth @thinky @thinkinc
  • 54. 54 #DigSouth @thinky @thinkinc
  • 55. 55 #DigSouth @thinky @thinkinc
  • 56. 56 #DigSouth @thinky @thinkinc
  • 57. 57 #DigSouth @thinky @thinkinc
  • 58. Mobile Friendly ResponsiveDesigned for Desktop Mobile Apps (wrapper & HTML) RESPONSIVE DESIGN #DigSouth @thinky @thinkinc
  • 59. “It looks broken on my Kindle!” #DigSouth @thinky @thinkinc
  • 60. MEASUREMENT #DigSouth @thinky @thinkinc
  • 61. Business objectives Digital channel objectives (hypotheses) Digital channel ‘flow’ Test and Iterate #DigSouth @thinky @thinkinc
  • 62. Business objectives Digital channel objectives (hypotheses) Digital channel ‘flow’ Test and Iterate Hot Tip! #DigSouth @thinky @thinkinc
  • 63. Business objectives Digital channel objectives (hypotheses) Digital channel ‘flow’ Test and Iterate Hot Tip! #DigSouth @thinky @thinkinc
  • 64. Hot Tip! #DigSouth @thinky @thinkinc
  • 65. Stacy Daniel Ben Chesley Caitlin Cecilia Greg Jennifer Tim Jessica Kristen Katie Kaylin Megan Mike Rachael Will CREDITS The Richards Group Orkin team #DigSouth @thinky @thinkinc
  • 66. #DigSouth @thinky @thinkinc
  • 67. Thanks! @thinkinc @thinky #digsouth