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

  1. 1. Designing digital ecosystems @thinkinc @thinky #digsouth Zach Pousman
  2. 2. #DigSouth @thinky @thinkinc
  3. 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. 4. STRATEGY INSIGHTS BUILDING (AWESOME) STUFF I will give you my secrets. 4#DigSouth @thinky @thinkinc
  5. 5. Business model Brand Strategy 5 Adapted from Brad Heitmann at Crux & Gage http://www.cruxandgage.com #DigSouth @thinky @thinkinc
  6. 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. 7. 2 Adapted from Brad Heitmann at Crux & Gage http://www.cruxandgage.com #DigSouth @thinky @thinkinc
  8. 8. Adapted from Brad Heitmann at Crux & Gage http://www.cruxandgage.com Play nice with others! #DigSouth @thinky @thinkinc
  9. 9. How? understand your ecosystem find the problem learn about people (customers, users, readers) plan your evolution #DigSouth @thinky @thinkinc
  10. 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. 11 Ecosystems Culture Con- trols Design Language Systems Pixel Hot Tip! Thinking at scale #DigSouth @thinky @thinkinc
  12. 12. #DigSouth @thinky @thinkinc
  13. 13. photo of the spider in the tub. #DigSouth @thinky @thinkinc
  14. 14. THE ORKIN BRAND #DigSouth @thinky @thinkinc
  15. 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. 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. 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. 18. INSIGHTS #DigSouth @thinky @thinkinc
  19. 19. ?! #DigSouth @thinky @thinkinc
  20. 20. BRAND EVOLUTION: “LEVERAGING THE POWER OF SCIENCE” #DigSouth @thinky @thinkinc
  21. 21. #DigSouth @thinky @thinkinc PEST CONTROL KNOWLEDGE
  22. 22. #DigSouth @thinky @thinkinc PEST CONTROL KNOWLEDGE SCIENCEAPPLIED
  23. 23. #DigSouth @thinky @thinkinc PEST CONTROL KNOWLEDGE SCIENCEAPPLIED
  24. 24. NIKE SELLS SHOES 24#DigSouth @thinky @thinkinc
  25. 25. RIGHT? 25#DigSouth @thinky @thinkinc
  26. 26. #DigSouth @thinky @thinkinc
  27. 27. “BE A PART OF WHAT INTERESTS PEOPLE” #DigSouth @thinky @thinkinc
  28. 28. #DigSouth @thinky @thinkinc
  29. 29. #DigSouth @thinky @thinkinc
  30. 30. #DigSouth @thinky @thinkinc
  31. 31. #DigSouth @thinky @thinkinc
  32. 32. #DigSouth @thinky @thinkinc
  33. 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. 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. 35. DESIGN #DigSouth @thinky @thinkinc
  36. 36. WE OFFER OUR KNOWLEDGE AS EXPERTS 36#DigSouth @thinky @thinkinc
  37. 37. PEST CONTROL DOWN TO A SCIENCE 37#DigSouth @thinky @thinkinc
  38. 38. 38#DigSouth @thinky @thinkinc
  39. 39. 39#DigSouth @thinky @thinkinc
  40. 40. #DigSouth @thinky @thinkinc
  41. 41. 41#DigSouth @thinky @thinkinc
  42. 42. 42#DigSouth @thinky @thinkinc
  43. 43. 43#DigSouth @thinky @thinkinc
  44. 44. 44#DigSouth @thinky @thinkinc
  45. 45. #DigSouth @thinky @thinkinc
  46. 46. PEST CONTROL DOWN TO A SCIENCE 46
  47. 47. 47 #DigSouth @thinky @thinkinc
  48. 48. 48 #DigSouth @thinky @thinkinc
  49. 49. 49
  50. 50. 50 #DigSouth @thinky @thinkinc
  51. 51. 51 #DigSouth @thinky @thinkinc
  52. 52. 52 Hot Tip! #DigSouth @thinky @thinkinc
  53. 53. 53 #DigSouth @thinky @thinkinc
  54. 54. 54 #DigSouth @thinky @thinkinc
  55. 55. 55 #DigSouth @thinky @thinkinc
  56. 56. 56 #DigSouth @thinky @thinkinc
  57. 57. 57 #DigSouth @thinky @thinkinc
  58. 58. Mobile Friendly ResponsiveDesigned for Desktop Mobile Apps (wrapper & HTML) RESPONSIVE DESIGN #DigSouth @thinky @thinkinc
  59. 59. “It looks broken on my Kindle!” #DigSouth @thinky @thinkinc
  60. 60. MEASUREMENT #DigSouth @thinky @thinkinc
  61. 61. Business objectives Digital channel objectives (hypotheses) Digital channel ‘flow’ Test and Iterate #DigSouth @thinky @thinkinc
  62. 62. Business objectives Digital channel objectives (hypotheses) Digital channel ‘flow’ Test and Iterate Hot Tip! #DigSouth @thinky @thinkinc
  63. 63. Business objectives Digital channel objectives (hypotheses) Digital channel ‘flow’ Test and Iterate Hot Tip! #DigSouth @thinky @thinkinc
  64. 64. Hot Tip! #DigSouth @thinky @thinkinc
  65. 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. 66. #DigSouth @thinky @thinkinc
  67. 67. Thanks! @thinkinc @thinky #digsouth

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