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UX STRAT USA: Jon Ashley and Matt Wakeman, "Decision-Making Frameworks for Omnichannel ROI"

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UX STRAT USA: Jon Ashley and Matt Wakeman, "Decision-Making Frameworks for Omnichannel ROI"

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UX STRAT USA: Jon Ashley and Matt Wakeman, "Decision-Making Frameworks for Omnichannel ROI"

  1. 1. 1@JonAshley @ MCWakeman #UXSTRAT DECISION-MAKING FRAMEWORKS IN OMNICHANNEL ROI SEPTEMBER 15, 2016 @JonAshley @MCWakeman #UXSTRAT
  2. 2. 2@JonAshley @ MCWakeman #UXSTRAT WHO ARE WE? Matt Wakeman Senior Director, Analytics & Strategy Jon Ashley Managing Director, Experience Design @JonAshley @MCWakeman
  3. 3. 3@JonAshley @ MCWakeman #UXSTRAT THE OMNICHANNEL EVOLUTION – SINGLE CHANNEL
  4. 4. 4@JonAshley @ MCWakeman #UXSTRAT THE OMNICHANNEL EVOLUTION – MULTI-CHANNEL
  5. 5. 5@JonAshley @ MCWakeman #UXSTRAT THE OMNICHANNEL EVOLUTION – CROSS-CHANNEL
  6. 6. 6@JonAshley @ MCWakeman #UXSTRAT THE OMNICHANNEL EVOLUTION – OMNICHANNEL
  7. 7. 7@JonAshley @ MCWakeman #UXSTRAT OMNICHANNEL CUSTOMER JOURNEYS ARE COMPLEX
  8. 8. 8@JonAshley @ MCWakeman #UXSTRAT OMNICHANNEL RAISES MORE TECHNOLOGY QUESTIONS ?
  9. 9. 9@JonAshley @ MCWakeman #UXSTRAT OMNICHANNEL JOURNEY – 4 STAGES
  10. 10. 10@JonAshley @ MCWakeman #UXSTRAT 4 MODELS TO SUPPORT THE OMNICHANNEL JOURNEY
  11. 11. 11@JonAshley @ MCWakeman #UXSTRAT WHEN A DISASTER STRIKES WE WANT TO HELP
  12. 12. 12@JonAshley @ MCWakeman #UXSTRAT WHEN A DISASTER STRIKES WE WANT TO HELP
  13. 13. 13@JonAshley @ MCWakeman #UXSTRAT WHEN A DISASTER STRIKES WE WANT TO HELP
  14. 14. 14@JonAshley @ MCWakeman #UXSTRAT WHEN A DISASTER STRIKES WE WANT TO HELP
  15. 15. 15@JonAshley @ MCWakeman #UXSTRAT WHEN A DISASTER STRIKES WE WANT TO HELP
  16. 16. 16@JonAshley @ MCWakeman #UXSTRAT WHEN A DISASTER STRIKES WE WANT TO HELP
  17. 17. 17@JonAshley @ MCWakeman #UXSTRAT WHEN A DISASTER STRIKES WE WANT TO HELP
  18. 18. 18@JonAshley @ MCWakeman #UXSTRAT WHEN A DISASTER STRIKES WE WANT TO HELP
  19. 19. 19@JonAshley @ MCWakeman #UXSTRAT WHEN A DISASTER STRIKES WE WANT TO HELP
  20. 20. 20@JonAshley @ MCWakeman #UXSTRAT $96M+generated online in donations in 2 weeks during first natural disaster post launch The site was Sandy proof! VP Digital Engagement
  21. 21. 21@JonAshley @ MCWakeman #UXSTRAT 4 MODELS TO SUPPORT THE OMNICHANNEL JOURNEY
  22. 22. 22@JonAshley @ MCWakeman #UXSTRAT OMNICHANNEL ANECDOTE – MATT’S WIFE
  23. 23. 23@JonAshley @ MCWakeman #UXSTRAT MAKEUP TO GO WITH A NEW DRESS
  24. 24. 24@JonAshley @ MCWakeman #UXSTRAT
  25. 25. 25@JonAshley @ MCWakeman #UXSTRAT MAKEUP TO GO WITH A NEW DRESS
  26. 26. 26@JonAshley @ MCWakeman #UXSTRAT
  27. 27. 27@JonAshley @ MCWakeman #UXSTRAT MAKEUP TO GO WITH A NEW DRESS
  28. 28. 28@JonAshley @ MCWakeman #UXSTRAT
  29. 29. 29@JonAshley @ MCWakeman #UXSTRAT MAKEUP TO GO WITH A NEW DRESS
  30. 30. 30@JonAshley @ MCWakeman #UXSTRAT SEPHORA’S CHALLENGE: CHOOSE THE FIRST PLATFORM VS VS
  31. 31. 31@JonAshley @ MCWakeman #UXSTRAT SEPHORA’S CHALLENGE: CHOOSE THE FIRST PLATFORM
  32. 32. 32@JonAshley @ MCWakeman #UXSTRAT QUICK WINS COME FROM THE BOTTOM UP
  33. 33. 33@JonAshley @ MCWakeman #UXSTRAT STRATEGY REQUIRES A TOP-DOWN APPROACH
  34. 34. 34@JonAshley @ MCWakeman #UXSTRAT SEPHORA’S CHALLENGE: CHOOSE THE FIRST PLATFORM VS VS
  35. 35. 35@JonAshley @ MCWakeman #UXSTRAT STRATEGY REQUIRES A TOP-DOWN APPROACH
  36. 36. 36@JonAshley @ MCWakeman #UXSTRAT SEPHORA’S CHALLENGE: CHOOSE THE FIRST PLATFORM VS VS AGILITY ROI INSIGHT RISK STRATEGIC SCORE
  37. 37. 37@JonAshley @ MCWakeman #UXSTRAT FRAMING STRATEGIC DECISIONS WHAT IT MEANS WHAT TO COUNT HOW TO SCORE AGILITY Speed Variety Flexibility Divisions Customer Segments Speed to market #, %, %+, weighting ROI Value Impact Break-Even Point (Returns – Cost) / Cost 1st- and 2nd-Order Time Horizon INSIGHT Segmentation Anticipation Audiences Opportunities Size Weighted by size Weighted by impact RISK Confidence Certainty Potential Downside Lost business Lost internal goodwill Lost external reputation
  38. 38. 38@JonAshley @ MCWakeman #UXSTRAT LOOK OUT FOR ORDERS OF MAGNITUDE STANDARDIZED SCORES
  39. 39. 39@JonAshley @ MCWakeman #UXSTRAT WHEN A DISASTER STRIKES WE WANT TO HELP
  40. 40. 40@JonAshley @ MCWakeman #UXSTRAT 4 MODELS TO SUPPORT THE OMNICHANNEL JOURNEY
  41. 41. 41@JonAshley @ MCWakeman #UXSTRAT WHEN A DISASTER STRIKES WE WANT TO HELP
  42. 42. 42@JonAshley @ MCWakeman #UXSTRAT DECISION POINT – SUPPORTED BY INTENTIONAL DESIGN
  43. 43. 43@JonAshley @ MCWakeman #UXSTRAT DONATION DECISION POINT – INTENTIONAL DESIGN
  44. 44. 44@JonAshley @ MCWakeman #UXSTRAT DONATION DECISION POINT – INTENTIONAL DESIGN
  45. 45. 45@JonAshley @ MCWakeman #UXSTRAT DONATION DECISION POINT – INTENTIONAL DESIGN
  46. 46. 46@JonAshley @ MCWakeman #UXSTRAT OMNICHANNEL ANECDOTE – AUTOMOBILE NEEDS SERVICE
  47. 47. 47@JonAshley @ MCWakeman #UXSTRAT PEP BOYS’ CHALLENGE Do It Yourself = PARTS Do It For Me = SERVICE INDUSTRY SHIFT TO SERVICE
  48. 48. 48@JonAshley @ MCWakeman #UXSTRAT GET YOUR CAR SERVICED
  49. 49. 49@JonAshley @ MCWakeman #UXSTRAT GET YOUR CAR SERVICED – CUSTOMER GOAL
  50. 50. 50@JonAshley @ MCWakeman #UXSTRAT GET YOUR CAR SERVICED – STRATEGIC PLANNING
  51. 51. 51@JonAshley @ MCWakeman #UXSTRAT
  52. 52. 52@JonAshley @ MCWakeman #UXSTRAT GET YOUR CAR SERVICED – DECISION POINT
  53. 53. 53@JonAshley @ MCWakeman #UXSTRAT GET YOUR CAR SERVICED – DECISION POINT
  54. 54. 54@JonAshley @ MCWakeman #UXSTRAT GET YOUR CAR SERVICED – DECISION POINT
  55. 55. 55@JonAshley @ MCWakeman #UXSTRAT GET YOUR CAR SERVICED – COMMITMENT
  56. 56. 56@JonAshley @ MCWakeman #UXSTRAT COMMITMENT – MEASURED RESULT INTENDED MEASURED FINDABILITY/ USABILITY PROBLEM MARKETING/ PROMOTION or PERSUASIVE DESIGN ISSUE FEATURE SET / FUNCTIONALITY
  57. 57. 57@JonAshley @ MCWakeman #UXSTRAT AUTOMOTIVE SERVICE – MEASURED RESULT 5% OF ALL VISITORS VIEW CONTENT PAGES IN THEIR VISIT ONLY
  58. 58. 58@JonAshley @ MCWakeman #UXSTRAT 70% AUTOMOTIVE SERVICE – MEASURED RESULT of content page viewers enter the site on content pages 30%of content page viewers find content once already on the site CONTENT NEEDS TO BE EASIER TO FIND CONTENT IS RANKING WELL IN SEARCH & DRIVING TRAFFIC
  59. 59. 59@JonAshley @ MCWakeman #UXSTRAT AUTOMOTIVE SERVICE – MEASURED RESULT
  60. 60. 60@JonAshley @ MCWakeman #UXSTRAT • Conversion from beginning of appointment flow to completion is up 60% post redesign • Appointments made online are up 100% post redesign • Revenue tendered is up 83% – Meaning people actually showed up paid for the completed service AUTOMOTIVE SERVICE – MEASURED RESULT
  61. 61. 61@JonAshley @ MCWakeman #UXSTRAT AUTOMOTIVE SERVICE – MEASURED RESULT INTENDED MEASURED SCHEDULING USABILITY PROBLEMS CONTENT NOT CONVERTING MISSING SERVICES
  62. 62. 62@JonAshley @ MCWakeman #UXSTRAT AUTOMOTIVE SERVICE – MEASURED RESULT
  63. 63. 63@JonAshley @ MCWakeman #UXSTRAT 4 MODELS TO SUPPORT THE OMNICHANNEL JOURNEY
  64. 64. 64@JonAshley @ MCWakeman #UXSTRAT
  65. 65. 65@JonAshley @ MCWakeman #UXSTRAT 4 MODELS TO SUPPORT THE OMNICHANNEL JOURNEY
  66. 66. 66@JonAshley @ MCWakeman #UXSTRAT SENTARA’S CHALLENGE: MEASURE INDIRECT IMPACT
  67. 67. 67@JonAshley @ MCWakeman #UXSTRAT EXECUTION – CONSOLIDATED RETURN
  68. 68. 68@JonAshley @ MCWakeman #UXSTRAT Financial (Direct revenue) Operational (Employee efficiency) Perceptual (Patient Satisfaction) SENTARA – INDIRECT IMPACT ~ ++ ++++
  69. 69. 69@JonAshley @ MCWakeman #UXSTRAT EVALUATING CONSOLIDATED RETURN FINANCIAL OPERATIONAL PERCEPTUAL MEASURES Revenue, Profit LTV, Retention Efficiency (# per hour, etc) Error reduction (percent) Satisfaction, Loyalty Brand perception, NPS SOURCES Back-end system (BI + EDW) Other system of record Timesheets Employee gap survey Voice of the customer Employee/customer satisfaction surveys CONSIDERATIONS Time horizons Capitalization approach Weighting Diminishing returns Context, Selection bias Segmentation
  70. 70. 70@JonAshley @ MCWakeman #UXSTRAT WHEN A DISASTER STRIKES WE WANT TO HELP
  71. 71. 71@JonAshley @ MCWakeman #UXSTRAT WHEN A DISASTER STRIKES WE WANT TO HELP
  72. 72. 72@JonAshley @ MCWakeman #UXSTRAT $96M+generated online in donations in 2 weeks during first natural disaster post launch The site was Sandy proof! VP Digital Engagement improvement in blood donation appointment completion rate (i.e. those that scheduled and showed up) 126%
  73. 73. 73@JonAshley @ MCWakeman #UXSTRAT 4 MODELS TO SUPPORT THE OMNICHANNEL JOURNEY
  74. 74. 74@JonAshley @ MCWakeman #UXSTRAT YOU THANK

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