Philip Illum Thonbo: Stay humble, start with problems - Digital Commerce at Boye 18
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Digital Commerce is changing the conversation from who and why to what if. Even though adoption rate seems fast, general consumer needs is still behind tech innovation. We stray away from looking into basic human needs, and start to wonder “what if?” I'm pretty sure very few customers came to Jeff Bezos three years ago because they were annoyed that they weren’t able to walk into a store, grab whatever they needed, and walk out without actively interacting with a single person - or machine.
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Philip Illum Thonbo: Stay humble, start with problems - Digital Commerce at Boye 18
- 1. Start with problems. Not solutions. No problem? No product.
- 2. Formerly known as Dansk Supermarked Group Philip Illum Thonbo User Experience Managerthonbo.com ME
- 4. Places i have worked: ME 2004 - 2018 Before that I freelanced for 5 years
- 5. Clients I have done work for ME 1999 - 2018
- 6. ME Interests
- 7. ME CodingPirates.org Been a part of since 2013
- 18. DEMOCRATIZING INNOVATION 9 / 10 startups fail Fortune.com
- 19. DEMOCRATIZING INNOVATION If no one wants your product, your company isn’t going to succeed. But many startups build things people don’t want with the irrational hope that they’ll convince them otherwise. Fortune.com
- 21. TIMES AN APP IS USED Localytics 16. Aug. 2017 APPS
- 23. comScore APPS REACH RETENTION / TIME
- 27. Statista THIS IS WHAT THE GENERAL U.S. POPULATION LIKES APPS
- 28. Statista THIS IS WHAT THE MILLENIALS LIKES / NEEDS APPS
- 30. Statista WHAT DOES IT COST IN AD SPEND TO MAKE USERS ● REGISTER ● RESERVE ● IN-APP BUY ● BUY ● SUBSCRIBE
- 32. NEW IOS APPS EVERY DAY 6140 Statista APPS
- 33. APPS USED USERS ARE NOT USING MORE APPS Statista APPS
- 35. Statista IN 2008 THE NUMBER OF ONLINE THINGS EXCEEDED PEOPLE ON EARTH IOT 10 YEARS ANNIVERSARY
- 36. HALF IS TO INCREASE CUSTOMER SERVICE BI Intelligence Estimates IOT
- 39. SENSORS BI Intelligence Estimates MACHINES AND IOT DEVICES USE SENSORS TO KNOW ABOUT ITS SURROUNDINGS. ● Temperature Sensor ● Proximity Sensor ● Accelerometer ● IR Sensor (Infrared Sensor) ● Pressure Sensor ● Light Sensor ● Ultrasonic Sensor ● Smoke, Gas and Alcohol Sensor ● Touch Sensor ● Color Sensor ● Humidity Sensor ● Tilt Sensor ● Flow and Level Sensor IOT
- 40. AVERAGE SENSOR COST FORECAST BI Intelligence Estimates IOT
- 42. MICRO:BIT EVERY 4TH GRADER IN DENMARK GOT THIS IN SCHOOL DANISH PUBLIC TV TEACHES KIDS TO CODE IOT IOT
- 43. light sensorShake & Bump Temperatur sensor IOT MICRO:BIT EVERY 4TH GRADER IN DENMARK GOT THIS IN SCHOOL DANISH PUBLIC TV TEACHES KIDS TO CODE IOT
- 44. IOT MICRO:BIT EVERY 4TH GRADER IN DENMARK GOT THIS IN SCHOOL DANISH PUBLIC TV TEACHES KIDS TO CODE IOT
- 45. We have only seen 0,1% of the digitization Venture capitalist panel - WebSummit SOLUTIONS
- 46. The market is getting flooded by useless solutions, that solve no problems. it is too easy building apps and gadgets. SOLUTIONS
- 47. We don’t need more tech, we need smarter solutions for problems. SOLUTIONS
- 48. Product teams often spend years building a product they think their customers want, only to discover they don’t want it at all. -Adobe SOLUTIONS
- 51. STILL ONLY ENTHUSIASTS AFTER 10 YEARS Statista
- 52. STILL ONLY ENTHUSIASTS AFTER 10 YEARS Statista
- 53. Statista STILL ONLY ENTHUSIASTS AFTER 10 YEARS
- 54. STILL ONLY ENTHUSIASTS AFTER 10 YEARS Statista
- 55. OK GOOGLE, O-K GOOGLE, HEY GOOGLE, HEEY! GOO-GLE… Statista
- 56. THINKING
- 61. StatistaNNGroup THINKING STAY HUMBLE UNDERSTAND EXPLORE MATERIALIZE TEST ON USERS IMPLEMENT SPLIT TEST
- 62. Statista Arron Walter’s Hierarchy of User Needs NNGroup.com
- 63. Statista Arron Walter’s Hierarchy of User Needs NNGroup.com FIX THE BASICS
- 64. SPRINT
- 65. The sprint gives teams a shortcut to learning without building and launching SPRINT
- 66. SPRINT The Design Sprint by Jake Knapp is originally a 5-day process for answering critical business questions through design, prototyping, and testing ideas with customers.
- 67. SPRINT But I am going to talk about the new unofficial 4 day version by AJ&Smart
- 68. SPRINT 1. CHALLENGE 2. TEAM 3. TIME (make time) 4. SPACE FIND THE RIGHT...
- 70. SPRINT2.0
- 71. SPRINT2.0
- 72. SPRINT2.0
- 73. SPRINT2.0PDF link to download elaborated PDF with description of each task: http://thonbo.wordpress.com/2018/11/08/designsprint2/ Free, no newsletter, no nothing. just freakin’ take it...
- 74. LIGHTNING DECISION JAM TOPIC: ENGAGEMENT TASK
- 75. TASK OBSERVERS CONSIDERATORS SEARCHERS CONSUMER LOYALISTS SUBSCR ENGAGEMENT LADDER REWRITTEN TO FIT THE CONSUMER MODEL INFO ON THE SUBJECT: ENGAGEMENT
- 77. PACING AN ENGAGEMENT PROGRAM TASK INFO ON THE SUBJECT: ENGAGEMENT PACING AN ENGAGEMENT PROGRAM
- 78. Offer them a small start bonus. it could either be 10% of or free shipping. remember the users like to be rewarded for many things. Being a new user could very likely be one of them. show them that you appriciate the first time use. be personal. TASK INFO ON THE SUBJECT: ENGAGEMENT PACING AN ENGAGEMENT PROGRAM
- 79. you need to “nudge” people to come back. Leave an easy reward at the end of the first visit, stating that it will be reserved for the user untill next time, Nudging is all about guiding while not being in the way. Variable rewards is a popular way of motivating through uncertainty and unpredictability. it works with TV series (like GoT), social media and case openings in games. And it can work commercially. clearly state that they can expect a little free gift next time they visit or complete a task/purchase. TASK INFO ON THE SUBJECT: ENGAGEMENT PACING AN ENGAGEMENT PROGRAM
- 80. To enhance use, relationship and emotion. show appreciation towards loyalty and give the notion that the user gets access to special rewards. set up goals that can be achieved over time/sessions. goals that leads to rewards of greater value. try to take previous user progress into account, so that the user get the feeling that they are already well on their way to the next reward. keep adding new goals and new rewards to keep the user engaged. this is the fase you should put alot of effort into, both quality and quantity wise. Try not to overwhelm the user with too many simultanious or too tedious tasks. but simple tasks can also be boring and too mundane. TASK INFO ON THE SUBJECT: ENGAGEMENT PACING AN ENGAGEMENT PROGRAM
- 81. This is where we can start pushing more social activity onto the user. Weather it is Business to User or User to User. You can start to open up for more peer engangement content. Either you can go in a competing direction where you can reward the user that acts first, most creative, fastest, best, pays the most (auction) or add your own attributes to compete about. Or you can go in a more cooperative or collaborative way. Where you reward two users or a group for engaging together or towards the same goal. On this level we have users engaging in a way that is almost intrinsically motivating for them. TASK INFO ON THE SUBJECT: ENGAGEMENT PACING AN ENGAGEMENT PROGRAM
- 82. At this point the actions that can be taken would normally be considered to be outside the system/program. example could be to invite the user to special events. or give the user early access to new features under development. Or reward the user for inviting new users. TASK INFO ON THE SUBJECT: ENGAGEMENT PACING AN ENGAGEMENT PROGRAM
- 83. So to enhance unpredictability we can choose to launch a total remake of the product or a new iterarion that gives you the option to reset the user back to square one. some permanent long term rewards can be transfered to the new system but try to create a clean slate for all users but still give super users a subtle recognition for their past history with older products / services. TASK INFO ON THE SUBJECT: ENGAGEMENT PACING AN ENGAGEMENT PROGRAM
- 84. Source: Hooked - Nir Eyal TASK INFO ON THE SUBJECT: ENGAGEMENT INTRINSIC REWARDS Rewards of the self rewards of the self is the search for intrinsic rewards of mastery, competence and completion. Rewards of the tribe rewards of the tribe is the search for social rewards fueled by connectedness with other people Rewards of the hunt rewards of the hunt is the search for material resources and information
- 86. Lets get started
- 100. THANK YOU PHILIP ILLUM THONBO UX MANAGER Salling Group http://thonbo.com @thonbo