This presentation is about why design matters just as much for APIs and data as it does for experience. You will learn how leading retailers and fashion brands manage design across all three dimensions to achieve greater business impact.

1. Why What You Think
You Know About Design
Is Probably Wrong
CTO, Siteworx
MIKE GILPIN
December 8-9 | Dallas, TX

2. IS THE ONLY THING THAT MATTERS
THE EXPERIENCE

3. She is the reason your Digital
strategy has to move so quickly…

4. We believe that experience is the single most important
thing when it comes to creating loyal customers that will
spend more and tell their friends about you.
Everything is
delivered as a
service
Services
are defined
by the
experience
Experiences
are measured
with emotions

5. In a transaction-based
business, customers
who had the best past
experiences spend
140% more than those
that who had the
poorest experiences
All businesses are valued by the experiences
they deliver to people – it’s an emotion.

6. But services are particularly impacted by
experience – directly influencing the
lifetime value of a customer.
In services businesses, a
good experience
improves the chances of
retaining a customer
beyond the first year from
43% to 74%, and the best
experience creates a
customer for 7 years.

7.  Prototyping and iteration
helps designers maximize
the emotional response
 Measurement and text
analytics help brands
monitor feedback and see
common emotional themes
To achieve this, you need an
effective experience platform
that can optimize the customer
experience

8. THE SITEWORX EXPERIENCE PLATFORM
Web VideoMobile IoT / Wearable Store Social Speech
Application Services (ERP, OMS, CRM) Data and Content Management
Engagement Services
Marketing
Automation
Product Info
Management
Marketing and Commerce Services
Data and Content Services
Collaboration
Optimization Search
Value
Measurement
Translation Analytics
ExperiencePlatform
Dynamic
Experience
Social/Brand
Awareness
APIs
Ad / Demand
Side Platforms
BI / Data
Visualization
Recommend.
Engines
Messaging
(incl. e-Mail)
Commerce

9. API’S AND DATA MATTER TOO
Customers, Patients, Partners, & Employees
Interaction data (incl. analytics) & events
TOUCH POINTS
Mobile Web Store/branch Call center Partner
Product, sales, & service data
YOUR API & SERVICE PORTFOLIO
Your APIs & services Partner APIs & services Public APIs & services
ALL YOUR DATA
Core systems BI / analytics Predictive analytics
Core system data Data warehouses Big Data

10. WHAT WOULD THAT REVEAL ABOUT THE
DESIGN OF YOUR APIS AND DATA?
PULLING BACK THE CURTAIN

11. “In most people's vocabularies,
design means veneer. It's interior
decorating. It's the fabric of the
curtains or the sofa. But to me,
nothing could be further from the
meaning of design.
Design is the fundamental soul of a
human-made creation that ends up
expressing itself in successive outer
layers of the product or service.”
-Steve Jobs

12. Practice matures as measurement enables innovation to move to repeatable
practice
Disciples spawn offshoots, chaos ensues as offshoots compete – with little
measurement or proof of superiority
Guru innovates – based on their deep background in strategy & design
EXPERIENCE DESIGN EVOLVES…
The three stages of maturity of design innovation
1
2
3

13. THE DESIGN INNOVATION CYCLE
Team observes,
forms
hypotheses,
designs
experiments
Conduct
experiments,
gather
measurements
Inform design
with
measurements
and experiment
outcomes
Implement
design with
embedded
continuous
optimization
measurement
Monitor ongoing
measurements
and consumer
behavior
Evolving
customer
behavior
Evolving
design
best
practices
Team makes
proven
design
approaches
repeatable

14. DESIGN IN THREE DIMENSIONS
 Design experts usually
specialize in 1-2 of the three
domains
 Knit the three dimensions
together around the customer
 A product manager is often best
placed to orchestrate the three
dimensions of design into a
cohesive experience

15. PRODUCT MANAGERS MUST LISTEN
TO THE VOICE OF THE CUSTOMER
But just as importantly, product
managers must do research on
actual customer behavior

16. Inventory
Management
Optimize
Retail
Assortments
Share Local
Store
Inventory
Optimize for
Same Day
Delivery
FOCUS DESIGNS AROUND BUSINESS CAPABILITIES

17. MANAGE INNOVATION ON TWO LEVELS
 Evolve experiences via
continuous delivery from
Sprints
 Evolve capabilities via API &
Data “releases” within
managed portfolio

18. Model Business Capabilities
Link Digital Strategies To Business Capabilities
Focus Strategies To Serve Customer Personas
Support The Entire Customer Journey
Design Experiences Across Customer Touchpoints
YOUR DIGITAL STRATEGY DRIVES
YOUR DESIGN APPROACH

19. ABOUT SITEWORX
OUR COMPANY
We exist to help brands Forge Genuine Connections with their customers
OUR EXPERTISE
More than a decade of expertise providing consulting, design, implementation, managed services, and support
for virtually every relevant digital experience platform and solution.
OUR METHOD

20. THANK YOU