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BLAST RADIUS OVERVIEW
COMPANY BACKGROUND
• History– Founded in 1996 in Vancouver, Canada – Five offices with 210 employees– Private, 100% employee-owned
• Focus and practices – Sales, consumer service and marketing solutions– Practice areas: online branding, ecommerce, digital
marketing, CRM, content management – Retail and Consumer Goods vertical
• Consumer Electronics• Approach
– Diverse, passionate, and innovative team– Collaborative, lean, flexible, and modular process
INDUSTRY EXPERIENCE Consumer Electronics Retail Global Brands
FINANCES
• Profitable since inception in 1996• Double digit growth year over year
• Canada’s 50 Best Managed Companies in 2001 and 2002• 2002 Adweek top 50: 41ST, 3rd fastest, organic growth• Strong base of repeat customers (70% of revenues)
Year Revenue Profit Y/Y growth
2000 15.4 1 350%
2001 19 1.5 27%
2002 22.5 1.2 15%
2003 (est) 27 2 23%
PRODUCTION DIVISION
Amsterdam 15 employees
Advisory Services
Creative Direction
User Experience
Design
Interface Development
Systems Analysis
Application Development
Managed Services
Project Management
Toronto 70 employees
Vancouver 60 employees
Summary
145 production resources globally
65 administative and client management resources globally
Dedicated resource model
Contractors at 5%, only in non-Key positions
ProjectManagement
ResourceManagement
Ap
plicatio
n D
evelop
men
t
System
s An
alysis
Qu
ality Assu
rance
User E
xperien
ce
Co
nte n
t St ra te g
y
Inte ra c tio
n A
rc hit ec tu
r e
Des ig
n
Managed Services
Interface D
evelop
men
t
Advisory Services
ProcessQuality
Management
TECHNICAL EXPERIENCE
OperatingSystems
ApplicationServers
ContentManagement
DatabaseServers
2002• Marketing Magazine: Digital Agency of the Year• Communication Arts 8: Nike Enjoy the Weather• Adweek’s Top 50 Interactive Agencies• Silver Award, iD Magazine: Nike iD• One Show Interactive Silver Pencil: Nintendo Game Cube• Cannes Cyber Lions Finalist - Brand Promotion: Nike Enjoy the Weather • CIPS E-Commerce Project of the Year: Sportchek.ca• Canada’s 50 Best Managed Companies
2001• 50 Best Managed Companies in Canada• Gold Clio, Brand Building Site: Nike World Body• Communication Arts 7: Nike World Body• British Interactive Multimedia Association Finalist: Nike Lance Armstrong• Cannes Cyber Lions Finalist - Brand Promotion: Nike World Body• CIPS IT Project of the Year Finalist: Nintendo.com
2000• Gold Clio, Brand Building Site: Casio G-Shock• Silver Clio, Consumer-targeted Site: LEGO Media• Communication Arts 6: Nike Rugby
SELECTED AWARDS
BLAST RADIUS AMSTERDAM
BLAST RADIUS AMSTERDAM
• European HQ• Office opened in 2000
– Initially a sales office, added production resources in early 2002– Currently 20 people– Estimated to be 40 in H2– Mixture of North American + local resources
• Key Clients– Nike-Philips, Heineken, Nintendo of Europe, Electronic Arts
• Key Attributes– User experience (design + usability), digital marketing, content management
competencies– Lean, flexible team with resource support, process, infrastructure of larger
company– Staffed with 4 senior managers
• two are founders – Best user experience team in company
NINTENDO OF EUROPE Solution Highlights
• Consolidated multiple properties across Europe under a single, unified technical and management infrastructure
– Designed on ATG eBusiness Platform• Design and technical flexibility to accommodate multiple
countries and languages– 9 countries, 6 languages
• An online relationship marketing platform enables NOE to manage the creation, delivery and analysis of 1 to 1 marketing campaigns
• Customer loyalty program allows NOE to capture information on customer’s interests and purchasing habits
• Why is it our best site?– Traffic has tripled to 1.5 million visitors per month– Time spent on site has doubled– 250,000 registered users– Targeted email campaigns click through rate of
30%– Close loop
• 50% of those clicking on email have purchase game offline
Solution Highlights
• Global Corporate communications website with a unique user experience
– based upon corporate values and reputation, brand and stakeholder needs
• Site is localized and translated into Dutch and English
– Next phase of project will address 4-5 other languages, including Asian characters
• Blast Radius designed, configured and implemented Tridion Content Management system
• Technical architecture designed to share the functionality of the site across all Heineken subsidiaries
– reinforcing the corporate brand worldwide
HEINEKEN
PHILIPS
Solution Highlights
• A pre- and post sales initiative to support the new launch of the joint venture between Nike and Philips
• Supports the Nike and Philips brand in it’s positioning as an active sportswear device made for the serious athlete
• Site is localized and translated into 8 languages
– Roman and Asian character sets
• With keen attention to information design, brand and content strategy, Nike-Philips is an effective product support site
• Product features such as FAQ’s, 3d product imaging
PHILIPS REDESIGNSTRATEGIC APPROACH
Confidential and Proprietary © 2003 Blast Radius BV
consumerbrand
business objectives
experience
• Consumer Electronics Practice at Blast Radius
– Headed by Jason Oberfest, NY office
• Quarterly review of the industry, formalized in a report, shared with Marketing, Project Strategists, Client strategists, and Business developers
• 13 companies studied in the CE space: Bang & Olufsen, Harman, JVC, Kenwood, LG Electronics, Matsushita, Philips, Pioneer, Samsung, Sharp, Sony, Thompson, Toshiba
MARKET TRENDS
• "In the CE business, product innovation, customer intimacy and strong brand and channel management are key success drivers“
• Major declines in net sales and profitability in 2001 and 2002, due to:– increasing commoditization of CE products and resulting price wars– the global economic slump
• Companies are looking for new technologies, which drive CE lifecycle– Product convergence is a major theme –add value to products while
making things easier, simpler for the consumer– Increased importance of product design, increased product range, richer
features– The line between traditional CE and IT is progressively blurring. Apple
iPod
• Building brand loyalty with consumer is more and more important:– Falling prices attract consumer segment heavily dependent on brand – As products become undifferentiated, brand image is critical
• Consumer intimacy, consumer intelligence– better understand consumer demand, both in number forecasting and
matching consumer tastes, cross selling based on convergence strategy
• Operational Excellence. Efficiencies in production and distribution, shortening order lead times
MARKET TRENDS
Both new products and value added features for existing products
Operational excellence
Innovative marketingcontextualizing products
in an experience
Both with retail partners and consumers to forecast
demand and cross sell
Build Premium Brand
Customer / Consumer Intimacy
Product and Design Innovation
Profitability
BUSINESS STRATEGY FOR PHILIPS CE and DAP
Requirements
Product Innovation
Position Philips as a leader in the CE/DAP space, through blueprints, awards, etc…
Introduce new products on the web site in a timely manner
Effective product catalogue navigation, comparison and guided sell, three issues that are critical to selling to the new audience of casual consumers
Present products in the context of convergence when applicable
Excellent consumer service, with product registration, warranty and updates
What is going to draw people to discover products on the site?
In the future: Philips.com as a hub for value-add services?
GOALS FOR SITE REDESIGN
Premium Brand
Requirements
Position Philips as a CE company focused on consumer experiences, differentiating Philips from the competition
Effectively demonstrate how technology enhances quality of life
Empower the consumer with tools to build a holistic experience, allowing Philips to cross-sell products
Visual design, content and Information Architecture need to be informed by the Philips brand
GOALS FOR SITE REDESIGN
Consumer Intimacy
Requirements
Establish a clear value exchange for consumers to register and provide data to Philips, which in turn can target market consumers more effectively
Capture consumer tastes and feedback through consumer surveys, polls, etc…which inform product development
Establish a dialog with Philips consumers based upon value-added content, reinforcing the brand
Close the loop of campaigns through product registration. Use Philips.com to conduct, support, and assess the success of marketing initiatives, offline and online (events, sponsorship, product placement)
GOALS FOR SITE REDESIGN
Dealer support
Requirements
Provide multiple venues to dealers
Resolve channel conflict?
GOALS FOR SITE REDESIGN
Enhanced Experience
Personal Data
Consumer
Philips
Benefits to consumer: Personalized
recommendations Priority service online Rewards for multiple
purchases Access to unique content,
targeted promotions, and special products
Personalized consumer service
Benefits to Philips: Analyze consumer behavior
and needs Segment and target high-
value consumers Cross-sell and up-sell
products and services Strengthen consumer
relationships Obtain explicit feedback and
datacapture
CONSUMER CENTRICITY AND VALUE EXCHANGE
• The site needs to:– Generate demand and leads– Close the sale by providing the easiest fulfilment option– Service consumers
• Key requirements:– Leverage customer service as a marketing opportunity– Reconcile experience content with catalogue browsing – Avoid design which would be pure product and pure lifestyle– Establish relationship marketing based upon value exchange– Close the marketing loop
SITE REDESIGN RECOMMENDATIONS
PHILIPS EXPERIENCE APPROACH
consumerbrand
business objectives
experience
Articulated the brand using ideas that would inform the experience:
HumanCollaborationEnjoymentIntimacyQualityValueInsightInterconnectedInnovation
consumerbrand
business objectives
consumerbrand
business objectives
Brand
Realization of enhanced experience- not purely through lifestyle shots. Differentiator from competition
Philips products enable an enhancement of quality of life
Images, copy, IA, customer support, and connectedness of products to support enhanced experience, enhanced life
Products woven into the fabric of your life, its beyond a lifestyle accessory
These brand essentials, help form the foundation for the online experience
Next, we subdivided Philips broad consumer base by their main purchase influences:
1. General enthusiasts
Buy products once they are widely adopted and used
Heavily influenced by brand
Late adopters
2. Rabid technophiles
Researchers
Influenced by performance
Early adopters
consumerbrand
business objectives
The site should merge the consumer’s existing positive perception of shopping for consumer electronics with Philips’ mantra “Let’s make things better” in three ways:
Showing that the products themselves provide better experiences
Making your lifestyle better by helping you find the right interconnected products for your life
Making your online experience better. Enjoyable in fact …
Our Experience Vision: Enhance Quality of Life
The site should merge the consumer’s existing positive perception of shopping for consumer electronics with Philips’ mantra “Let’s make things better” in three ways:
Showing that the products themselves provide better experiences
Making your lifestyle better by helping you find the right interconnected products for your life
Making your online experience better. Enjoyable in fact …
Our Experience Vision: Enhance Quality of Life
The site should merge the consumer’s existing positive perception of shopping for consumer electronics with Philips’ mantra “Let’s make things better” in three ways:
Showing that the products themselves provide better experiences
Making your lifestyle better by helping you find the right interconnected products for your life
Making your online experience better. Enjoyable in fact …
Our Experience Vision: Enhance Quality of Life
Bringing it all together: User, Business Objectives and Brand
Understood consumer mindset and created an experience model that delivers Philips branded experience while fulfilling stated business objectives
USER EXPERIENCE MODEL
Linking the experience to consumer relationships:
By creating an enhanced enjoyable, valuable experience, Philips will make it easier and more desirable for people to provide information, leading to greater understanding of consumer.
This will, in turn lead to an ever more meaningful dialogue- an intimacy that delivers an enhanced life
USER EXPERIENCE MODEL
USER EXPERIENCE MODEL
USER EXPERIENCE MODEL
The following scenarios and mockups illustrate how the experience works to achieve this vision.
Jan.
33, a young urban professional, is married and has a four-year old child
He wants to retire his old TV to another room, and buy a new one for the living room.
Like many people in this category, he enjoys shopping for consumer electronics
He falls into the late-adopter, mainstream consumer category who is strongly influenced by peers and brand.
Jan.
He has been talking to his friends and doing research about what’s out there, and is particularly interested in flat screen TVs now the price has come down.
He thinks 32” (a little bigger than the TV he has now) would be about right.
He’s seen an ad for a Philips flat screen TV along with the site url, so he goes to the site with anticipation.
Jan’s anticipation is enhanced when he sees aspirational imagery associated with owning Philips products.
The TV shown on the home page is the same one he saw in the ad.
Anticipation: Jan’s anticipation for the product is amplified by the site home page
Anticipation: Jan’s anticipation for the product is amplified by the site home page
His awareness of Philips as a premium consumer electronics and domestic aplliances brand is increased when he sees the array of products and their lifestyle benefits.
Value to Philips:
Product showcase and aspirational imagery increases brand awareness of Philips as a Premium CE/DAP brand and helps to generate demand.
Value to Jan:
Jan has found a site where he can truly enjoy indulging his natural inclination to shop and browse for CE/DAP products.
Anticipation: Jan’s anticipation for the product is amplified by the site home page
Validation: As a general enthusiast user, Jan needs to feel confident about Philips and his anticipated purchase
Jan feels allied with Philips when he sees that Philips is involved with events such as the US Open Snowboarding championship, something which he follows closely and respects.
Validation: As a general enthusiast user, Jan needs to feel confident about Philips and his anticipated purchase
Sees that Philips is innovating with iPronto
Surfing editorial information around the site, he also investigates Organic Displays - a new flexible monitor technolgy
He knows if Philips is innovating this much, his Philips monitor will use the very latest technology.
Curious and interested in knowing more from Philips, Jan signs up for one of Philips targeted newsletters: Home Entertainment
Validation: As a general enthusiast user, Jan needs to feel confident about Philips and his anticipated purchase
Value to Philips: Value exchange made. A new Prospect acquired. Potential to contact further for marketing or further prospect qualification purposes.
Value to Jan: Jan now feels that his decision to choose Philips is validated because Philips innovates and has hip partners he identifies with.
Validation: As a general enthusiast user, Jan needs to feel confident about Philips and his anticipated purchase
Remembering his real purpose, Jan uses the product finder to refine his choice in a TV.
It turns out that a Plasma TV the right choice for him.
Validation: As a general enthusiast user, Jan needs to feel confident about Philips and his anticipated purchase
Value to Philips:
The consumer is matched to the right product, reducing support time and inceasing consumer satisfaction
Value to Jan:
Jan is now supremely confident in his decision to choose Philips products because the product-finder has helped him ensure that he’s found the right product for him.
Validation: As a general enthusiast user, Jan needs to feel confident about Philips and his anticipated purchase
Jan enters the product page, and sees all the information he needs.
He also sees he will be well supported by Philips
Configuration: Cross-sell products through interconnectivity and interoperability
He’s not sure what “Plasma” is, or why he needs it so he looks at the helpful definition
Configuration: Cross-sell products through interconnectivity and interoperability
Most intriguing is the idea that he can configure other Philips products plus the TV to go along with his lifestyle. In fact, a recommended configuration is shown, with an option to change it.
When he is done he saves his 'configured' set of products. He would be prompted to log in if he wasn’t already.
Configuration: Cross-sell products through interconnectivity and interoperability
Value to Jan:His life has been enhanced now he understands how to create his own home theatre to watch movies with his family, and board sports on his own.
Value to Philips:Jan is now a qualified prospect with potential to be cross-sold other items. Philips has more data about Jan’s product preferences
Configuration: Cross-sell products through interconnectivity and interoperability
After Jan’s configurator is saved, he gets a coupon to be redeemed after purchase of product
He finds retail location near him using the retail locator
Motivation: Incent users to purchase
Value to Jan:Coupon is added value to Jan
Value to Philips: The coupon is added incentive for Jan to purchase.
The site supports the retailer base via the retail locator.
Motivation: Incent users to purchase
Jan purchases his TV at his favorite retailer
He takes it home, opens the product and finds registration card with registration incentives (warranty, VISA incentive and welcome package incentive)
Conversion: User goes to a retailer to purchase
There is a call to action on the registration card, asking Jan to go back to the site and register his product to receive the registration incentives.
Jan also notices new features on the home page.
Registration: Retail channel links back to web for product registration
There is a call to action on the registration card, asking Jan to go back to the site and register his product to receive the registration incentives.
Jan also notices new features on the home page and uses the pulldown menu to browse more products.
Registration: Retail channel links back to web for product registration
Value to Philips: The promise of an activiated warrantee and welcome package help to orient Jan to his Philips TV and makes him feel like a valued consumer.
Value to Jan: Encourages Jan to go back to the site and browse. Philips now knows they have been successful. They have acquired another owner.
Registration: Retail channel links back to web for product registration
Providing editorial and lifestyle content right in the newsletter helps engender the feeling of getting a valuable ‘magazine’ through email, rather than a promotion. The newsletter brings news of Philips great innovations right to the consumer
Jan forwards the newsletter to a friend who is looking for home audio equipment.
Retention: Ongoing content and information of value encourages advocacy and moves user into Anticipatory loop
Providing editorial and lifestyle content right in the newsletter helps engender the feeling of getting a valuable ‘magazine’ through email, rather than a promotion. The newsletter brings news of Philips great innovations right to the consumer
Jan forwards the newsletter to a friend who is looking for home audio equipment.
Retention: Ongoing content and information of value encourages advocacy and moves user into Anticipatory loop
Jan is encouraged to then go back to the site to take another look at the items he saved to his configurator, and to look at some of the cross-promoted products
Retention: Ongoing content and information of value encourages advocacy and moves user into Anticipatory loop
Value to Philips:
The newsletter provides Philips with an ongoing method of communicating with their consumers.
Valuable content and information helps to turn owners into advocates.
Value to Jan:
Jan gets a thrill each month when he sees the latest ‘issue’ in his inbox, and feels he is better informed than his friends.
He forwards the newsletter to them every so often to show that he’s ‘in the know’.
Retention: Ongoing content and information of value encourages advocacy and moves user into Anticipatory loop
PROJECT APPROACH
Typical Blast Radius Production ProcessPRE-PROJECT PLANNING PRE-PRODUCTION PRODUCTION DEPLOYMENT
Project Strategist
Business Development
Client Strategist
Project Manager
Mock-ups
BRD
UED
IDD
FRD
TAD
Test Plan
DELIVERABLES
Application Development
Integration
Quality Assurance
Testing
Managed Services
Site Launch
BRD – Business Requirements DocumentUED – User Experience DocumentIDD – Interaction Design DocumentFRD – Functional Requirements DocumentTAD – Technical Architecture Document
• Project Manager• Creative Director• Interaction Architect• Content Strategist• Technical Architect
• Creative Director• Art Director• Interaction Architect• Content Strategist• Technical Architect• Systems Analyst• QA Analyst
• Creative Director• Art Director• Interaction Architect• Content Strategist• Designer• Production Lead• Interface Developer
• Technical Architect• Systems Analyst• Application Developer• Database Modeler• QA Analyst
• QA Analyst• Technical Architect• Deployment Engineer
User Acceptance
TestingInterface
Development
Training
TYPICAL PROCESS
Blast/Philips Planning ApproachApr 21 (5 days)
Research Workshop Analysis
Apr 28 (3 days) May 5 (15 days)
Prioritization
Scope
UE Concept
Infrastructure
Quality Checkpoint
ExecutionFeature Set
Segmentation
Value Prop.
Infrastructure
Feasibility
Task Analysis
Information Architecture
User Experience
Mockups
Concept Testing
Quality Checkpoint
If Blast Radius is selected
to continue with the Project
Execution phase, our
internal process will be
modified to work in
accordance with Philips.
PHILIPS REDESIGN PROCESS
• Requirements– Assess, understand, and document the high-level requirements needed to
meet business objectives
• Segmentation– Analyze consumer profiles and create segmentation groups
• Value proposition– Develop compelling value propositions for each segmentation group
• Infrastructure implications– Assess any infrastructure implications based on high-level feature set
definition
• Blast Radius team members– Creative Director, Client Strategist, Systems Analyst, Project Coordinator
RESEARCH PHASE – 5 DAYS
WORKSHOP PHASE- 3 DAYS
• Identification and prioritization of features and functionality
– Prioritize the high-level feature set
– Quality Checkpoint- Assess feature set against business and technical requirements
• UE concept creation
– Define the user experience concept
• Scope definition
– Refine features into initial project scope
• Infrastructure implications
– Further assess infrastructure implications based on scope definition and user experience concept
• Deliverable
– Needs analysis report
• Blast Radius team members
– Creative Director, Client Strategist, Systems Analyst, Project Coordinator
ANALYSIS PHASE- 15 DAYS
• Feasibility assessment– Determine which features can and cannot be implemented
based on any business, legal, technical, or budgetary constraints.
– Quality Checkpoint: review feasibility report in detail• Deliverable
– Feasibility Report• Task analysis
– Conduct detailed documentation of the feature set – Create a high-level implementation planning assessment
• User experience document– Develop the desired user interactions with the site– Develop scenarios for concept testing
• Information architecture– Develop the visual roadmap and site structure
ANALYSIS PHASE CONT…
• Mock-ups– Develop 2 sets of mock-ups representing 2 different approaches– Include main mock-up and significant subset mock-up– Quality Checkpoint- review mock-ups against creative and technical requirements
• Deliverable– Mock-ups
• Concept testing (2 days included in budget)– Walkthroughs of mock-ups using scenarios with key project stakeholders– 1 full day for each set of mocks– Use scenarios to ensure that the site will meet business requirements, consumer
segmentation is accurate and the IA meets UE requirements– Quality Checkpoint- review and validate results from concept testing– NOTE: We would also recommend prototyping and focus group testing (5 days, not
included in budget)
• Deliverable
– Concept Test Report
• Blast Radius team members
– Creative Director, Interaction Architect, Senior Designer, Client Strategist, Systems Analyst, Project Coordinator
Q/A
Confidential and Proprietary © 2003 Blast Radius BV
CURRENT SITE – SUGGESTED IMPROVEMENTS
• For site analysis, refer to the User Experience Evaluation Overview
• Need for a User Experience mapped to business objectives and the brand
• Value exchange required to capture customer data
• Closed loop• Better treatment of
languages• Highlight key partnerships to
add to sense of “premium brand”
– Nike, Benetton• Consistent with offline
branding initiatives
Thank you
Confidential and Proprietary © 2003 Blast Radius BV