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Creating exceptional experiences in a multi-devices world

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Mobile browsing of digital content is now exceeding desktop consumption. Google is penalising websites that don’t have a mobile versions of their site. Some companies have responded by taking a 'Mobile First' approach in their digital strategy.

Often 'Mobile First' is shorthand for designing layouts for a smaller screen, but that is just a part of the story, after all we are designing services for people not layouts for devices.

The proliferation of devices and capabilities of mobile devices provides a range of exciting opportunities, your site visitors now have a personal device that incorporates GPS, push notifications and a camera in their pocket, this extends the capability of web experiences.

In this webinar Neil Shewan explores current trends in experience strategy, tactics and design and helps put them into context to provide you with a simple, and proven approach to deliver better experiences for your audiences.

Published in: Marketing
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Creating exceptional experiences in a multi-devices world

  1. 1. Creating exceptional experiences in a multi-devices world Neil Shewan, Managing Director, Reading Room Melbourne
  2. 2. We are Reading Room. An international digital consultancy helping our clients, big and small, ride the wave of digital change and be the best they can be. Architects of digital change 2 Hello January 2015
  3. 3. We are curious, driven, straight talking, agile and creative. Architects of digital change 3 Hello January 2015
  4. 4. Global experience Our experience
  5. 5. About me • Writer, blogger, strategist, run the Melbourne office • Past experience client side and consultancy side - in B2B and B2C marketing, 10 years consultancy-side • Wide range of sector experience advising small and large organisations 18/5/2015 Architects of digital change 5
  6. 6. Creating exceptional experiences in a multi-devices world Neil Shewan, Managing Director, Reading Room Melbourne
  7. 7. The menu • Quick bit about Reading Room and me • The challenge • Utopia • Rethink the approach 18/5/2015 Architects of digital change 7
  8. 8. The menu • The challenges • Utopia • Rethink the approach 18/5/2015 Architects of digital change 8
  9. 9. Four worlds collide 18/5/2015 Architects of digital change 9 Four worlds collide
  10. 10. Four worlds collide 18/5/2015 Architects of digital change 10 Multi-device world Change Organisational anchors Exceptional experiences
  11. 11. 1. The multi-device world 18/5/2015 Architects of digital change 11 Multi-device world
  12. 12. How we use our devices is changing 18/5/2015 Architects of digital change 12 How we use our devices is changing
  13. 13. Context drives device choice Source: The New Multi-screen World Study, Google 2014
  14. 14. Sequential screening mostly within a day Source: The New Multi-screen World Study, Google 2014
  15. 15. Smartphones #1 starting place Source: The New Multi-screen World Study, Google 2014
  16. 16. 2. The world of change 18/5/2015 Architects of digital change 16 Change
  17. 17. Your competition changing Change
  18. 18. Consumers’ expectations changing Change
  19. 19. Prof Noriaki Kano
  20. 20. Kano model axes
  21. 21. Kano model overview
  22. 22. Kano model overview
  23. 23. Kano model overview
  24. 24. Digital technology changing Change
  25. 25. Types of content
  26. 26. 3. The world of experiences 18/5/2015 Architects of digital change 32 Exceptional experiences
  27. 27. The experience 18/5/2015 Architects of digital change 33 “A brand [customer] experience is a living entity – and it is enriched or undermined cumulatively over time, the product of a thousand small gestures” Michael Eisner, Past CEO Disney
  28. 28. Experiences are about people Experiences
  29. 29. Experiences are about emotions Experiences
  30. 30. Experiences are shared Experiences
  31. 31. Social media = biggest soap box ever Experiences
  32. 32. Nokia = great design style
  33. 33. Innocent juice = humour
  34. 34. Mint 404 page = quirk
  35. 35. Digital is just part of the experience 18/5/2015 Architects of digital change 41 DIGITAL THE EXPERIENCE
  36. 36. 4. A world of pain 18/5/2015 Architects of digital change 42 Organisational anchors
  37. 37. The world of pain 18/5/2015 Architects of digital change 43 Organisational anchors
  38. 38. Organisational Anchors Product or service centric
  39. 39. Organisational Anchors Source: Forbes Exceptional experiences are a collaborative effort
  40. 40. Your organisation’s project process Organisational Anchors
  41. 41. Your organisation’s digital maturity Organisational Anchors
  42. 42. Four worlds collide 18/5/2015 Architects of digital change 48
  43. 43. Four worlds collide 18/5/2015 Architects of digital change 49 A utopia (/juːˈtoʊpiə/ yoo-toh-pee-ə) is a community or society possessing highly desirable or near perfect qualities. The word was coined by Sir Thomas More in Greek for his 1516 book Utopia (in Latin), describing a fictional island society in the Atlantic Ocean.
  44. 44. What does “digital experience” utopia look like 1. We have happy customers when they do things that align with our organisational objectives. 2. We focus on the things that will make our customers most happy first, and remove their pain-points. 3. We can respond quickly to opportunities and threats that technology provides 4. We can pivot our strategy when things don’t work out – or we learn something new 5. De-risk the impact of change 18/5/2015 Architects of digital change 50
  45. 45. Four worlds collide 18/5/2015 Architects of digital change 51
  46. 46. Four concepts 18/5/2015 Architects of digital change 52 3. Adaptability 4. Then, build the platform, channels, devices 1. Clear business objectives 2. Design for People not devices
  47. 47. Concept 1 18/5/2015 Architects of digital change 53 3. Adaptability 4. Then, build the platform, channels, devices 1. Clear business objectives 2. Design for People not devices
  48. 48. Focus on the intersection of clients needs and corporate objectives 18/5/2015 Architects of digital change 54 CORE FOCUS COMPANY OBJECTIVES CUSTOMER NEEDS
  49. 49. Measure, track, improve Base KPIs on organisational objectives and choose metrics to fit Define conversions, track across all channels Close the feedback loop, base decisions on metrics Objectives
  50. 50. Leadership Customer experience must be championed from the top Consider a Head of Customer Experience role Give that person wide-ranging authority to make changes • to products • to services • to channel partnerships • to owned, earned and paid media • to internal processes and roles Objectives
  51. 51. Concept 2 18/5/2015 Architects of digital change 57 3. Adaptability 4. Then, build the platform, channels, devices 1. Clear business objectives 2. Design for People not devices
  52. 52. Human design thinking 18/5/2015 Architects of digital change 58
  53. 53. Human design thinking 18/5/2015 Architects of digital change 59
  54. 54. Emotional journey – what are the pain-points Design for people
  55. 55. About creating new value 18/5/2015 Architects of digital change 61
  56. 56. About creating new value 18/5/2015 Architects of digital change 62
  57. 57. Map our user stories to give us a backlog of experiences to create 18/5/2015 Architects of digital change 63
  58. 58. Concept 3 18/5/2015 Architects of digital change 64 3. Adaptability 4. Then, build the platform, channels, devices 1. Clear business objectives 2. Design for People not devices
  59. 59. Agile, iterative discovery Adaptability
  60. 60. Agile, iterative discovery Adaptability
  61. 61. Concept 4 18/5/2015 Architects of digital change 67 3. Adaptability 4. Then, build the platform, channels, devices 1. Clear business objectives 2. Design for People not devices
  62. 62. 18/5/2015 Architects of digital change 68
  63. 63. Controlling the experience becomes key 18/5/2015 Architects of digital change 69 CRM CMS EVENT MANAGEMENT eDM SOCIAL OFF-LINE ENVIRONMENT
  64. 64. Controlling the experience becomes key 18/5/2015 Architects of digital change 70 CRM CMS MARKETING AUTOMATION E-COMMERCE eDM SOCIAL IN THE FIELD
  65. 65. Marketing automation 18/5/2015 Architects of digital change 71 STRANGERS (awareness) New clients VISITORS (consideration) LEADS (Buying) ADVOCATES (Advocate) PROMOTERS (Enthuse) CLIENTS (Impress) Track the anonymous Identify the Anonymous Push content to the identified Qualify leads Track responsiveness Recycle lost/dropped Push relevant Content Collect feedback Up-sell Push relevant Content Collect feedback Up-sell Push relevant Content Collect feedback Start up-sell Growing clients
  66. 66. Thank you Neil Shewan @neilshewan neil.shewan@readingroom.com.au +61 413 836 870

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