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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