Creating A Digital Experience Strategy - 2013 Portland Digital Marketing Conference

#pdxdmc! @oneill_colin / @amandabernard
Creating A Digital
Experience Strategy
PDX Digital Marketing Conference

Our Agenda
•  Introductions (15 min)
•  Why Digital Experience Matters (30 min)
•  AIM Digital Experience Framework (30 min)
Halftime break
•  Customer Journey Mapping (30 min)
•  Improving Digital Experiences (30 min)
•  Group discussion (20 min)

•  Founded in 1997
–  70+ full time employees
–  Portland & Boston
•  Over 250 clients including Siemens,
Genzyme, Nike, Zipcar, Intel, Columbia
Sportswear, Wendys
a digital experience agency

“Strategy is…”

Strategy
Business
Brand
Technology
Content
Search
Social
Digital
Website
Analytics
E-mail
Community
Marketing

Why
Digital Experience
Matters

Experience is measurable

Experience is valuable

Experience is differentiating!

Companies that
are loved, win.
The bottom line:

Digital is the ﬁrst step

But the business isn’t ready yet

Where’s your funnel focus?
Marketing
Focus
Economic
Value
Sales
Focus

Where’s your funnel focus?
Experience

Deepening relationships
and growing customer
value through connected
experiences.
Marketing’s end game:

Acquisition
Connection
Loyalty
Function
Value
Meaning

A cross-channel case study

Delight in Action
•  Jaden Johnston, a busy working
mom, was looking for a
convenient and inexpensive
resource for new eyeglasses.
•  Using Twitter, Jaden discovered
the Warby Parker Home-Try-On
Program. 5 pairs of glasses for 5
days – FREE!
!
!
!
!
!

Digital Delight
•  Virtual Try on
•  Useful, engaging
& relevant content
•  Buy a pair, give
a pair program

Delight is Quick & Easy
•  Value propositions that
caught Jaden’s attention:
–  Try 5 pairs of glasses for 5 days
– FREE!
–  Quick, free delivery (2 business
days) and free returns

Delight Takes Many Forms
•  Even the packaging delighted
Jaden:
“It has snaps! And a cloth covering!
And all of the glasses are in a neat
little row. It’s an OCD dream!”

Little Details Matter
“All of the frames are perfectly
labeled so it was easy to tell
which was which. I had a
duplicate order, the same
frame in two different colors,
and they were right next to
each other in the box. It may
seem trivial, but the care they
took with all of the little details
made the experience just that
much sweeter.“

Humor Goes a Long Way
“With hilariously pretentious
British names like the Miles,
the Langston, and the Finn,
I could not help but enjoy
trying them on.

Satisfaction Guaranteed
(and Pain-free)
“In the end, I felt like all of the
frames I selected were too heavy
for my face. But with over 30 frame
shapes and 14 colors to choose
from, the answer to this dilemma is
clear: choose 5 more frames and
do the process all over again!

Surprise & Delight
The Warby Parker social media team discovered
Jaden’s blog post and responded back to her
with a personalized video the same day.

Source: Forrester
Acquisition
Connection
Loyalty
Need
Compare
Discover
Research
Purchase
Decide
Use
Get Help
Share
Personalize
PartnerEvangelize
Tribe
Search
Customer
Experience
Ecosystem
Function
Value
Meaning

Research
Use
Personalize
Partner
Social
Mobile
Web
Search
Store

“The more digital we get, the
more human we must be”
Gatum Ramdurai, Google Creative Lab

Source: Christine Chastain
http://www.slideshare.net/cchastain/6-ways-ecosystems-have-changed-our-roles-and-the-way-we-work
Experience ecosystems

My own personal funnel
www!

Share your story

Key Emotions

Digital Experience Strategy

Why a separate plan for
digital experience?
What you may be thinking

SALESMARKETING SUPPORT
PRODUCT &
ENGINEERING
INFORMATION
TECHNOLOGY
HUMAN
RESOURCES
A uniﬁed digital experience

Integrated customer experiences

The customer gets to choose

How we get there

Customer Personas

Customer Journey Map

“A tool used for experience design is
now an important input to strategy.”
Christine Chastain, R/GA

Source: Christine Chastain
http://www.slideshare.net/cchastain/6-ways-ecosystems-have-changed-our-roles-and-the-way-we-work
Experience Ecosystems

Service Blueprint

Source: Aaron Shapiro
http://aaronshapiro.com/usersnotcustomers/
Provide utility

Are you DX-Ready?
Amanda!

Improve
today’s experience
Transform
the organization
Sustain
cultural change
Time
CustomerexperiencequalityGoal: Customer-focused transformation

Is this strategy?

DX-7

What
are they
doing?
Brainstorm
touch points
What
are they
feeling?
Brainstorm
emotions
What would
make a
difference?
Brainstorm
improvements
Answer three questions

Competency* What*is*it?* Grade*
Vision!
A!well!communicated!short!and!long!term!vision!
for!the!role!of!experience!and!digital!
Culture!&!Governance!
The!right!roles!on!the!team!to!achieve!your!goals!
with!a!wri0en!governance!model.!
Customer!Insight!
AcCve!program!to!gather!customer!data!and!well!
understood!personas!to!design!from.!
Content!
An!internal!owner!for!content!and!with!an!
ongoing!program!to!plan,!manage!and!deliver!it.!
Technology!
Technology!systems!and!roadmap!that!can!deliver!
on!the!short!and!medium!term!needs!of!the!org.!
OperaCons!
An!operaConal!model!for!execuCng!ongoing!
projects!across!the!organizaCon.!!
Data!&!OpCmizaCon!
A!dataIdriven!!conCnuous!improvement!program!
that!yields!ongoing!liJ!and!learnings.!!
Digital Experience Readiness

DX Readiness
Assessment

Vision: A letter to the future

Source: http://chiefmartec.com/2013/03/a-cmo-a-cio-and-a-chief-digital-officer/
Governance: Who owns this experience?

Insight

Content: Have a Framework

Content: Think Channel Agnostic

Example: Harvard Institute of Politics

Sites
Measurement,
Monitoring &
Optimization
Apps
Mobile
Commerce
Search
Email
Community
Social Media
Other
Business
Systems
Marketing
Automation,
Email, etc.
CRM
Commerce
Technology Ecosystem
Content
Management

Prospects Customers Employees
Technology Platform
Business Layer
Data Layer
(Access, Transformation, Integration)
Data Source
(LOB Systems)
Services
(LOB Systems)
Services Layer
Presentation Layer
(HTML, Presentation logic, Components, Services)

Organizational alignment
Delightful
(marketing)
Viable
(technology)
Feasible
(operations)

Execution through the tiers
Customer Journey
Experience Attributes
Touch Points
Interactions
Measurement
Processes
Technology Platform

Building a data-driven organization!

AIM
Digital Experience Framework
TM!

Four Keys to Organizational Readiness
•  Ready to engage
–  Organization has started planning and preparing for change
with existing research prepared to inform next steps.
•  Senior leaders as active stakeholders
–  Marketing, technology and executive leaders are bought into
the idea of digital transformation.
•  Access to customers and data
–  Ready to collaborate to better understand the voice of the
customer and use real users to inform strategy.
•  Willing to co-create vision and strategy
–  A willingness to participate in the process in order to co-create
the strategy and vision for the organization.

Align Imagine Map

Align Imagine Map
Business & Customer / Team & Culture
Journeys & Content / Process & Technology
Measurement

•  Business
•  Goals & brand
•  Competition
•  Team & culture
•  Content
•  Technology
•  Success metrics
•  Customers
•  Brand perception
•  Needs & motives
•  Expectations
•  Artifacts
•  Personas
•  Journey Maps
•  Strategic Brief
AIM: Align!

Align Imagine Map
Ideation / Touchpoint design / Co-creation

•  Activities
•  Ideation
•  Touchpoint design
•  Co-creation
•  Artifacts
•  Opportunities
•  Prototype(s)
AIM: Imagine

AIM: Imagine

Imagine MapAlign
Service Blueprint / Roadmap

Forrester, June 2012 “Develop Your Digital Customer Experience Strategy”
Prioritizing the initiatives
AIM: Map!

Four Keys to Organizational Readiness
•  Ready to engage
–  Organization has started planning and preparing for
change with existing research prepared to inform next
steps.
•  Senior leaders as active stakeholders
–  Marketing, technology and executive leaders are bought
into the idea of digital transformation.
•  Access to customers and data
–  Ready to collaborate to better understand the voice of the
customer and use real users to inform strategy.
•  Willing to co-create vision and strategy
–  A willingness to participate in the process in order to co-
create the strategy and vision for the organization.

Break

Customer Journey
Mapping

Our Organization

Source: http://xkcd.com/773/

Three groups
Choosing a
University
Intent to enroll
At
University
Life on campus
After
University
Into the real world

What
are they
doing?
Brainstorm
touch points
(10 mins)
What
are they
feeling?
Brainstorm
emotions
(10 mins)
What would
make a
difference?
Brainstorm
improvements
(10 mins)
Answer three questions

How will we make a
difference?
•  Where is there room to meet a
need in a unique way?
•  How can we ﬁll this gap by
connecting the customer need
with the business goal?

Q&A

October 7-8th
Portland Art Museum
www.delight.us/conference!

www.delight.us

Experience is everything.

Digital is everything.

Connection is everything.

Thank You!
@oneill_colin
coneill@isitedesign.com
@amandabernard
abernard@isitedesign.com

Creating A Digital Experience Strategy - 2013 Portland Digital Marketing Conference

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