NavigatingThe Digital Ocean
Paul Wander, Co-founder, The Inviqa Group
We work with…
Let’s Just, er, Do Stuff
Now What?
Brand, People& Context
Stage 1: The Digital Trinity
Understand, research & analyse.
Stage 2: The Human-centric Approach
Understand context=
Research people+
Analyse touchpoints
Analyse brandTouchpoints.
• Engage with all channels.• Store & factory visits.• Brand collateral.• Get “The brand message”.• Assess omni-channel capability.• Method act!
Research people.• Demographics (MOSAIC).• Customer segmentation.• Current traffic.• Existing market research.• Vox pops (internal/external)• Brand awareness.• Buy/commission/create
reports.
Use your research to develop realistic customer profiles.
Enrich them with relevant scenarios & contexts.
Invent realistic - yet hypothetical - objectives with ‘multi-channel journeys’ to satisfy them.
Take note of missing or under-developed channels
Many consumers. Many journeys. Many devices.Many goals.
… and a lot of relationships to consider.
We now have a problem…
Final Product • Engagement
• Relevancy
• Concurrency
Impact MappingStage 3: Business Value
Start with why?
Why are we doing this?
Define agoal.
“We will increase revenue by 20% by
June 1st 2014 & improve brand advocacy 10%”
Give your goal measurements, specific metrics & timeframes.
GoalWhy are we doing this? What is the goal?
Actors
How can the actors help or obstruct the goal? How should their behaviour change?
Impacts
Who can help achieve or obstruct our goal?
What can we do to support the impacts?Deliverables (inc. features)
Inertia to
ward
s go
al
You will get a lot of features!
Don’t panic. It’s a good sign.
Minimise the core features. Relate them to your ’why’.
Create & test them.
Prototyping.Stage 3: Try Something
Complex Architectures?
Or
(…KISS)
Understand. Your
Self
Customers
Goals
Do less, better.
Thank you.@inviqa @pwander [email protected]
inviqa.com
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