Bridging the human-digital divide

Alan Colville, Head of Customer Experience @alancolville

To invent our clients’ digital future, with

work that inspires both them and us.

Our clients

Bridging the human-

digital divide.

Thinking about UX in your company: 1.  What type of UX work is done?

2.  What’s your approach to research?

3.  What’s the make-up of your staff?

1. WORK Digital only Go beyond digital to end-to-end journey

UX informs company strategy

2. RESEARCH Adhoc Iterative testing and ethno research

Qual & quant drive hypothesis driven experiments

3. STAFFING Generalists individual contributors only

Full teams with research, UX and visual design

UX at board level

Simply tick a box for each question

$13 billion

“High impact companies bridge the

digital divide.”

Leah Buley – Modern UX Organisation – Principle Analyst, Forrester

“What types of products does your team work on?

Digital Divide

End-to-end journey design

Channel specialised design

For most of us, it seems like everything

is changing.

20% more touch points annually.

Source: McKinsey 2015

“Business as we know

it has changed”

Brands less relevant - increased chance of

abandonment.

Seems like we’re becoming more reliant

on technology.

“People change the device they are

using at home 21 times an hour on

average”

People check their phones on average 90 times a day in UK.

That’s 300 billion times world

wide annually. Econsultancy Trends 2015

The customer journey is becoming

more erratic.

Two-thirds of companies say their priority ‘is for all key marketing activities to be integrated across channels.’ eConsultancy - 2014

But only half said they ‘understand customer journeys and adapt the channel mix accordingly’.

eConsultancy - 2014

Messy and splintered

Start in different ways

Use whatever is to hand

Riddled with uncertainty

Li"le loyalty

Crave convenience

Change their mind

Start again

Complex purchase path Furniture Village

In short, they are human.

“Find human insight and turn those into ideas and you’ll find that these are more powerful, engaging and sticky as a result.” Mike Glaser – Google- Art, Copy and Code

Highest search term 2015: “What is love?”

11-12 intimate contacts 150 social contacts 500 – 1,500 weak ties

Same circle of intimate friends Dr Cameron Marlow – Sociologist – The Dunbar number

“Archetypes provide the deep structure for human motivation and meaning. When we encounter them in art, literature, sacred texts, advertising—or in individuals or groups—they evoke deep feeling within us”. Twentieth-century psychiatrist C.G. Jung called them "archetypes." Brands are human

Return to real

Humanising technology

Value of human insight

When a"ention is expensive, human intention becomes

currency.

So what does this mean for companies

in our digital age?

‘Two-thirds of companies accept that organisational structure is the biggest barrier to customer experience.’ eConsultancy 2015

Way you are structured: Digital is a slice across

your business.

Type of work you do: UX not digital only.

Your approach to research: Golden age of ethnography.

Your people and culture: Value of empathy.

Collaborative leaders.

“Generally, people want to be kind and treat others in a decent way. When you end up in a system that gets too big and bureaucratic and removed from that, people are unable to behave in a ‘human’ way. People want to understand your personal situation and respond in a human way, but the system won’t allow them to. Chief Executives make decisions that end up being dehumanised.”

Steve Hilton - Royal Society of the Arts Journal – 2015

Fun and A Li"le Weirdness. “I believe that ge!ing the culture right is the

most important thing a company can do,”

Tony Hsieh – Zappos, CEO

Our culture at True:

Team spirited. Resourceful.

Unafraid. Energising.

Increasingly, we see business challenges through the lens of

customer journeys.

Journeys that map how people interact with companies and the

companies interact with people across touch points.

AIRBNB JOURNEY

BALANCING CHAOS AND ORDER

Back up. Know when sh*t can hit

the fan. Get out of the way.

Keep it real. Open up.

KATIE DILL –

O’REILLY CONFERENCE

20% 43,189 Sessions that include a visit to a

Beer category page

2:50 (2:02 average) Average dwell time of Beer

sessions

5.5% (12.8% average) Beer sessions that include a

use of a finder

2.4% (6.8% average) Beer sessions that include a

pub site visit

Exposure hours.

The number of hours each team member is

exposed directly to real users correlates to

improvements we see in the designs that

team produces.

Jared Spool - UIE

OffersPriceScarcityConvenienceReviews

Explore beersWhere they startTriggers

Fuller’s Experience Map

Thin

king

Doi

ngTo

uchp

oint

s

Word5of5mouthTalking5to5bar5manFes@vals5/5EventsSee5promo@on5/5offerSupermarkets

Influ

ence

rs

Find5a5type5of5beerAsk5a5colleagueBy5brand5/5categorySee5what’s5on5offerSearch5online5for5informa@on

GooglePPCWord5of5mouthPrintLocal5pubSupermarket

“I learn about new beers from bar man, friends and seeing offers”

2Opportunities

Word5of5mouthAdver@singPubPromo@ons5/5offersSocialMySupermarketBeer5&5Wine5HobbyFine5Ale5Club

1. Informed bar staff2. PPC3. Youtube4. Specialist blogs5 Promote FAC3. Offers sites4. Local search5. Make social share more relevant6. Show extent of Fuller’s range

What5type5do5I5like?What’s5similar?Beer5reviewsBeer5aggregatorsEvent

Search5for5beer5nameFind5what’s5on5offerWhat's5around5me5(loca@on)Ask5bar5manFind5beer5details5e.g.5tasteWhere5can5I5get5itFind5a5brewery5tour

YoutubeBlogs5Brewer5sitesBeer5hobbyist5sitesReviewsFine5Ale5ClubOnline5supermarkets

Google at multiple points

Find beer(s)

Back to Google to research beer

Type5I5likeTaste,5flavour,5storyBrandReviewsSimilar5to5what5I5like?Something5new?IngredientsWhere5to5buy

SupermarketPubOnlineClick5and5collect

“The%online%stores%are%expensive”

1

Pain points

1. Discoverability2. Role of supermarkets3. Online store is expensive4.Known as local pub, not Fuller’s5. Comparing beers is hard6. Delivery costs7. Delivery times8. Little reason to returnO

Opportunity

PPain5point

SSignature5moment5for5brandKey

6

3

Selection madeIs this the right one? Buy

“I’m5interested5in5the5detail5of5brewing”

1

Beer lover

4

Goal: Improve beer consideration and purchase

“I5tend5to5buy5beer5in5supermarkets”

Where can I get it?

2

“I don’t often search for pubs online”

“I’m not interested in mainstream pubs”

“Will5my5friends5like5it?”

MediaPPCReviews5&5ForumsIndustry5sites5e.g.5Honest5BreweryWord5of5mouthPubBeer5aggregators

Trends5e.g.5craX5beerReviewsForumsIndustry5sites5like5Honest5brewPub5Y5barmanBeer5aggregators

Word5of5mouthAdver@singOnlinePromo@ons5/5offersSocialMySupermarketBeer5&5Wine5HobbyFine5Ale5Club

Feel

ing Unsure

Open5mindedExcited

ExcitedUncertainInterested

Overwhelmed5by5choiceCuriousAn@cipa@on

Looking5for5conveniencePrice5sensi@veUnsure

3

Med

ia

activ

ityC

onte

nt

idea

Cur

se t

proj

ects

Adver@singPromo@ons5/5offersSupermarkets

Beer lover

Jack,55aged539Business5Analyst5from5BristolABC1Married5with5two5kidsBeer5hobbiestLikes5Sharps5PilsnerGoes5to5fes@valsKnows5Fuller’sShops5at5TescoLikes5going5to5the5pub

1

Local5content5e.g.5O2

“The5online5stores5are5expensive”

Redesign5naviga@on Category5page Beer5page

Find and compare

Geang5closerExcitedCurious

ReviewsIndustry5blogs5Words5of5mouthSupermarketsPubBeer5hobbiest5sitesFuller’s.co.uk

Beer5AdvocateRateBeer.comBrand5heritageSocialWord5of5mouthBarman

5

Heritage5content5 Beers5that5reflect5youFood5pairingBrand5/5heritage5Links5to5John's5posts

6

SupermarketLocal5pubOnline5stores

Buy

7

Find5your5nearest5beerShopify5store

Create5a5case

NewslecerFine5Ale5ClubOffersEvents5informa@onBook5Brewery5TourBuy5Beer

Return

"To%be%honest,%there's%not%much%reason%to%go%back%at%the%moment"

8

DisengagedUnimpressed

Newslecer5PubsEventsOnline

NewslecerPubsSupermarketEventsSocial5mediaAdver@sing

Adver@singPromo@ons5/5offersSupermarkets

Adver@singPromo@ons5/5offersSupermarketsNewslecer

Free5drink5with5NewslecerBenefits5of5FAC

Unsure Doubtful

Lazy Resourceful Impatient

Rely on others Unpredictable

Offline

Maps make optimisation a more

meaningful task.

Bring insight to life Spot opportunities and challenges

Show digital as a slice across your company Build shared understanding

High impact companies bridge the human-

digital divide.

Design across the journey. Find human insight.

With people who get it. Accept it’s never done.

There’s no silver bullet. Just ongoing commitment to

observation, insight and improvement.

“The more complex and technological everyday life becomes, the more human

your brand needs to be.” Ukonwa Ojo of Durex in Marketing Week

The future of brands: as technology proliferates, humanity prevails

@alancolville