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NUX3 - What can the Digital Industry learn from Other Industries?

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As the Digital Industry, we think we are maturing as an industry. We are not. We are the baby of all industries so what can we learn from other, more established industries?

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NUX3 - What can the Digital Industry learn from Other Industries?

  1. 1. What can the Digital Industry learn from Other Industries? Robert Fransgaard Creative Director Salesforce CXD, EMEA @Fransgaard everywhere online NUX3
  2. 2. Robert Fransgaard Creative Director Salesforce CXD, EMEA @Fransgaard everywhere online
  3. 3. Most Innovative Company 2014 2013 2012 2011 according to Forbes
  4. 4. The Customer Success Platform
  5. 5. Keeping it Real for Brands Making it Real for the Customers
  6. 6. I know EVERYTHING about THE INTERNET - Anonymous interviewee, 2006
  7. 7. My GREAT GRANDDAD fought for WEB STANDARDS at the Battle of WaSP Digital is not a mature industry
  8. 8. What can we learn from other industries?
  9. 9. TYPOGRAPHY, type-founding and typeface design began as closely related crafts in mid-15th-century Europe with the introduction of movable type printing at the junction of the medieval era and the Renaissance.
  10. 10. The Value of Typography Compared with paper, screens may also drain more of our mental resources while we are reading and make it a little harder to remember what we read when we are done. ! http://www.sciencedirect.com/science/article/pii/ S0747563204000202 …that high quality typography appears to induce a positive mood. ! http://affect.media.mit.edu/pdfs/05.larson-picard.pdf ! via http://usabilitypost.com/2012/11/23/effects-of-typography-on- reader-mood-and-productivity/ Switching fonts to Garamond on their documents could save the federal and state governments up to $400 million a year, according to a sixth-grader. ! http://www.forbes.com/sites/paulrodgers/2014/03/28/sixth-grader- tells-government-how-to-save-400m-on-ink/ Researchers at Princeton University employed volunteers to learn made-up information about different types of aliens - and found that those reading harder fonts recalled more when tested 15 minutes later. ! http://www.bbc.co.uk/news/world-11573666
  11. 11. IDEA GENERATION
  12. 12. Navigation Search Bookmark FIND PRODUCT Suggested product link Mistake Sitemap Onsite banner “Lotus Flower” From “Thinkertoys” by Michael Michalko, 1991 Onsite Customer review
  13. 13. “Are you looking for…?” Easy way forward based on what is known Clear product description “Lotus Flower” From “Thinkertoys” by Michael Michalko, 1991 Navigation Search Bookmark FIND PRODUCT Sitemap Onsite banner Suggested product link Onsite Customer review MISTAKE Feedback loop Discount as apology ? Humor Easy way back Mistake
  14. 14. REMOVE A KEY ASSUMPTION Speed ! is important for the user ! FRACTIONATION ! ! “Contact form” becomes “Contact” + “Form” ! TRY THE OPPOSITE ! ! “Looking for a product” becomes “Product finds you” ! CHANGE VIEWPOINT How does the App see the experience? From “Lateral Thinking”, by Edward De Bono, 1970
  15. 15. Users leave the site without buying any product WHY? They can’t find the right product WHY? Because the navigation isn’t working for them WHY? Because they don’t recognise the navigation categories WHY? They don’t know what category the product is under WHY? Because they only care about the individual product “5 Whys” by Sakichi Toyoda, 1930s
  16. 16. Employees are not using the asset management system WHY? They prefer to use DropBox WHY? They say the asset management system is slow to use WHY? Because it is complicated WHY? Because it takes time to complete the required details WHY? Because they don’t know the details offhand “5 Whys” by Sakichi Toyoda, 1930s
  17. 17. ASSEMBLY LINE
  18. 18. 1. 2. 3. 4.
  19. 19. 1. 2. 3. 4.
  20. 20. MILITARY
  21. 21. Attack him where he is unprepared, appear where you are not expected. In war, then, let your great object be victory, not lengthy campaigns. “Art of War” - Sun Tzu, 500 B.C Focus on the short opportunities you have with a customer and Surprise and delight. make them a success.
  22. 22. STORYTELLLING
  23. 23. “Hero’s Journey”, Joseph Campbell 1949
  24. 24. ACT ONE 1. Stasis 2. Trigger ACT TWO 3. The Quest 4. Surprise 5. Critical Choice 6. Climax “Narrative arc: What the heck is it?” - Robb Grindstaff ACT THREE 7. Reversal 8. Resolution
  25. 25. FILMS
  26. 26. “Paul is the Obi-Wan Kenobi of the system” - Participant 5
  27. 27. Luke Skywalker Leia Organa Han Solo Persona 3 Uses the system or anything else that will get the job done Persona 2 VP who only needs infrequent access but will use the system Persona 1 Junior employee who wants to do it the right way but needs coaching to avoid bad practices
  28. 28. Who would Darth Vader be?
  29. 29. MUSIC
  30. 30. Robert Fransgaard Creative Director Salesforce CXD, EMEA @Fransgaard online everywhere

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