delight 2013 | digital experience workshop
TRANSCRIPT
Welcome! Digital Experience Strategy Workshop
@oneill_colin [email protected]
@UsefulArts
@volleyballbarb [email protected]
@9inchmarketing
#DelightFTW @DelightConf
Welcome! Our client and customers
Break – 10 Minutes
Why Digital Experience Matters
The AIM Framework Align Session
Lunch – 60 Minutes
Imagine Session
Break – 15 Minutes
Map Session
Q&A
Introductions
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LASIRLand A i r Sea In ternat ional Rescue
Goal of a Digital Experience
Strategy
Improve today’s experience
Transform the organization
Sustain cultural change
Time
Cu
sto
mer
exp
erie
nce
qu
alit
y Customer-focused transformation
DX-7
Competency What is it? Grade
Vision A well communicated short and long term vision for the role of digital and experience
Culture & Governance
The right roles on the team to achieve your goals with a written governance model
Customer Insight Active programs to gather customer data and well understood personas to design from
Content An internal owner for content and an ongoing program to plan, manage and deliver it
Technology Technology systems and roadmap that can deliver on the short and medium term needs of the organization
Operations An operational model for executing ongoing projects across the organization
Data & Optimization A data-driven continuous improvement program that yields ongoing lift and learnings.
Digital Experience Readiness
Digital Experience Readiness (10 minutes)
• For LASIR, complete your assessment of the DX-7
• We are the client: ask us questions!
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Personas
Persona
• Most valuable as a framing device in order to make design decisions.
• Personas help humanize the design. • Personas require primary research. • Be explicit about who will consume
and use it. • They have a shelf life.
Persona Attributes
• Who the person is; demographics, photo, name
• Needs; what the person is trying to accomplish
• Emotions; what is frustrating, what brings joy, what is important
• Triggers; what is the initiating action/behavior that connects the person with the brand
• Channels; the communication mechanisms, web, phone, email, etc.
• Potential solutions
Persona Development (20 minutes)
• Create a persona • Divide paper
– Who: name, image, demographics – Behaviors, triggers – Pain points and needs – Touch points – Potential solutions – Who will use the personas
• Share
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Break
Why Digital Experience
Matters
Growth hacking
Transform experience
Benefits of positive experiences
Invention brings biggest wins
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Invention drives the most growth Category creators are a small part of the Fortune 100 list of fastest-growing companies—but they account for much of the group’s growth.
The North Star and Its Value
• Customer Lifetime Value – Frequency (starting productive
relationships) – Duration (extending them) – Value (increasing value) – Efficiency (decreasing of cost of service)
– Amplification (gaining reputation)
DX7 – Gates to Change
It’s not what we say. It’s how we help.
Mobile is not a channel
Source: eMarketer, October 2012
45%
25%
17%
4%
9% 7%
44%
26%
16%
6% 8% 8%
43%
26%
15%
9% 7% 7%
42%
26%
14% 12%
6% 5%
TV Online Radio Mobile Print Other
Share of Consumer Time Spent with Major Media
2009 2010 2011 2012
Mobile consolidates media
The real mobile shift isn’t about devices, connections or apps. It’s in the customers mind.
They expect services to be there instantly:
beautiful, interactive, free and easy use. And in exchange, brands and their tools have an always on position in
customers’ lives.
AIM Digital Experience Framework
TM
Four Keys to Organizational Readiness
• Ready to engage – Organization has started planning and preparing for change with
existing research prepared to inform next steps.
• Senior leaders as active stakeholders – Marketing, technology and executive leaders are bought into the
idea of digital transformation. • Access to customers and data
– Ready to collaborate to better understand the voice of the customer and use real customers to inform strategy.
• Willing to co-create vision and strategy – A willingness to participate in the process in order to co-create the
strategy and vision for the organization.
Align Imagine Map
Align Imagine Map
Business & Customer / Team & Culture Journeys & Content / Process & Technology
Measurement
Business • Goals & brand • Competition • Team & culture • Content • Technology • Success metrics
Customers • Brand perception • Needs & motives • Expectations
Artifacts • Personas • Journey Maps • Strategic Brief
AIM: Align
Align Imagine Map
Ideation / Touchpoint design / Co-creation
Activities • Ideation • Touchpoint design • Co-creation
Artifacts • Opportunities • Prototype(s)
AIM: Imagine
Guidelines
Insight
Ideation
Imagine Map Align
Future State / Service Blueprint / Roadmap
Forrester, June 2012 “Develop Your Digital Customer Experience Strategy”
Prioritizing the initiatives
AIM: Map
Align Imagine Map
Our Framework for today
Customer & Business Alignment
Align Imagine Map
What is our North Star
• Business vision • Brand values • Must win moves
Where arena?
• Industry • SegmentaPon • CompePPve set
How will we posiPon to
win?
• Value case • Brand personality
What is the business case?
• Revenue impact • CLTV • Internal rate of return
Who and what must change?
• Systems • Staffing • Culture / Policy
How will it be
managed?
• Measurement • Governance • OperaPons
Business Alignment Cascade TM
Urgent Bored
Repetitive
Urgent Now Bored Now
Repetitive Now
Primary audience states
“Mobile searches convert to sales in minutes rather than days.”
Urgent Now: most location driven
Bored now: most advertising driven
Repetitive now: relationship driven
TEST IT OUT Pair business apps to audience mindsets.
Urgent Bored
Repetitive
Urgent Now Bored Now
Repetitive Now
Primary audience states
Journey Mapping
Customer Personas
Customer Journey Map
Service Blueprint
What are they doing?
Brainstorm
touch points
What are they feeling?
Brainstorm emotions
What would make a
difference?
Brainstorm improvements
Answer three questions
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Create a Journey Map 30 - 45 minutes
• Create a journey map for your persona • Identify the customer lifecycle stages • Identify customer needs, expectations,
activities, emotions and opportunities throughout the journey
• Choose a problem to solve • Share with group
Use your worksheet!
Awareness ConsideraPon Purchase Use Advocate
Lunch
Welcome back!
Align Imagine Map
Stan Phelps Experience Architect
CREATING WOW: LITTLE THINGS MAKE A BIG DIFFERENCE
STAN PHELPS EXPERIENCE ARCHITECT @9INCHmarketing
MOMENT OF TRUTH
Why Purple and Why a Goldfish?
GIVE A LITTLE UNEXPECTED EXTRA
GUPPY LOVE
Why Purple? !"
DEFINITION OF LAGNIAPPE " ‘The Gift’ or ‘To Give More’ lagniappe (lãn-yãp)
"
12 Types of Purple Goldfish
1. Throw In’s"
2. In the Bag / Out of Box"
3. Sampling"
4. First / Last Impressions"
5. Guarantees"
6. Pay it Forward"
"
7. Follow Up "
8. Added Service"
9. Convenience"
10. Waiting"
11. Special Needs"
12. Handling Mistakes"
"
Value" Maintenance"
Waiting
Added Service
Free Peanuts while you Wait and Extra Fries with Your Order (Lots of Them)"
Sampling
Sampling
Convenience
Waiting
Handling Mistakes
THINK OUTSIDE THE BOWL
Experience Principles
Google Every millisecond counts
Simplicity is powerful
Be daringly innovative
Design for today’s world
Be enlightening without becoming distraction
Be worthy of users’ trust
Add a human touch
Experience Principles
Attributes Emotions Principles
Emotions & Principles 10 minutes
• Suggest Key Emotional Outcomes for Lasir customers
• Vote on top three
• Define your experience principles – Write three experience principles & share
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Battle Cry!
• Craft a statement to capture the principles that we can deliver to the organization. – i.e. What can everyone at Lasir do to, day
to day to help deliver a great experience?
Ideation 30 minutes
• Each table choose a problem statement and sketch out solutions informed by the experience principles
• Storyboard and Wireframe templates provided
• Address content, social, measurement approach and organizational implications
• Share
Break
Future state
• Review future state journey map outline • Capture any connecting ideas across
stages • Consider Content and Social
opportunities
Imagine Map Align
Prioritizing
Pick your most important persona
Pick that persona’s most important pain point
Document the surrounding customer journey
All of the steps the customer takes
All of the touchpoints the customer interacts with
Steve receives statement in mail
throws statement on desk & ignores
sees charge that looks wrong
logs in to website
tries to get details about charge
looks for customer service number
calls customer service
talks to CSR
tweets in frustration opens &
reads statement
paper statement envelope website
mobile phone IVR
Assess the relative importance of each touch point
Business Benefit
Customer Benefit User Impact Overall
Scale 1=low, 2=medium, 3=high
Assess the feasibility of each idea
Idea Effort Status Clarity Risk
Understand and align initiatives
• Apply DX 7 to each high-value idea • Map out key IT, operational and
marketing initiatives • Consider key activities to measure and
optimize the experience, and to deliver real info back to the business.
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What we covered today
Why Digital Experience Matters
The DX7
The AIM Framework
Aligning to the Business and Customer Goals
Imagining a Better Experience
Mapping and prioritizing
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Thank You!
@oneill_colin [email protected] @UsefulArts [email protected]
@volleyballbarb [email protected]
@9inchmarketing
Thank you to our Event Partners and Sponsors
