mobile and the changing face of retail
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My recent keynote presentation at Melbourne Spring Fashion Week on mobile and the changing face of retail. iPhone 5 NFC mis-prediction as well ...TRANSCRIPT
THE FUTURE OF MOBILE RETAILTowards mul,-‐device retail strategiesDr Rod Farmer (@rodfarmer), Melbourne Spring Fashion Week Business Series. September 5, 2012
WHAT I’D LIKE FROMTODAY ...
- Get you thinking about “mobility” rather than “mobile”- Crea,ng a truly effec,ve mobility strategy- What’s around the corner ... but here now- Leave you with a few Monday morning ac,on items
FOLLOW ME ONTWITTER
@rodfarmer
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About meThe old and the new
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MOBILE STRATEGYAND UX GUY(10+ YEARS)
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MY OLD COMPANY
MOBILE EXPERIENCE-‐ RESEARCH-‐ STRATEGY-‐ DESIGN
BASED IN SYDNEYFOR 5 YEARS
RECENTLY RETURNEDTO MELBOURNE
SYDNEY MIGHT HAVETHE HARBOURBUT WE HAVE ...
I MIGHT NEED TO FINDONE OF THESE
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thinking 365not just 360Visual Jazz IsobarDirector of User Experience
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WHO AREWE NOW?
a modern communications agency
of 3,000+ people in 48 offices
across 31 markets
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GLOBAL NETWORK
2011 AGENCY OF THE YEAR
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Digital AgencyOf the Year 2011
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SOME OF OUR AUSTRALIAN CLIENTS
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Why mobile maVersA liale scene sebng
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AMAZONMOBILE
$1 Billion
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MOBILE RETAIL?
$1.3 Trillion2017
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SMARTPHONE PENETRATION
65-‐90%2012-‐2015
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MOBILE USAGEIN AUSTRALIA
~70%Access the internet mul,ple ,mes
per day on their mobile phone
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TABLETPENETRATION
80%2016
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iPAD BUYER DEMOGRAPHIC
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WHAT DO WE DO? VsMOBILE?
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MOBILE #1 EXCEPT PURCHASING
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MOBILE IS A CRITICAL INFLUENCER
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VERY SPECIFICINFLUENCINGCYCLES
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WHERE?80% DOWNTIME
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WHERE?73% COMMUTE
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WHERE?62% WHILSTWATCHINGTV
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WHERE?63% WHILSTSHOPPING!!
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NICHE? NO WAYMOBILE FIRST!
There are roughly 6 Billion ac,ve mobile handsets in the world today. Australia is the 3rd most advanced mobile market.
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Mobile or mobility?An increasingly important dis,nc,on
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LET’S CONSIDER MOBILE ...
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IS THIS BEING MOBILE?
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IS THIS BEING MOBILE?
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IS THIS BEING MOBILE?
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IS THIS BEING MOBILE?
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SO, IS THISBEING MOBILE?
MULTISCREEN EXPERIENCEPRINCIPLES AND PATTERNS FOR MANAGING INFORMATION IN THE DIGITAL SOCIETY
Coherence
Information is displayed and used in a manner that is device and screen independent, logical, and coherent. Individual features are optimised for device capabilities and form of use.
Device Shifting
The display of information or content is shifted to a separate device by the user. The display is switched between the screens involved.
Synchronisation
Information is kept in sync and up-to-date across devices.
Complementarity
Devices influence, control and complement both each other and the information displayed on the screens.
Screen Sharing
The display of information or an information source is extended and distributed across multiple screens.
MASTER’S THESIS
Summer Semester 2011 Master of Arts (M.A.) Communication Planning and DesignHochschule für Gestaltung Schwäbisch GmündUniversity of Applied SciencesStudents: Valentin Fischer | Wolfram NagelSupervising tutors: Prof. Ulrich Schendzielorz | Prof. Steffen Süpple
team@multiscreen-experience.comwww.multiscreen-experience.comwww.valentinfischer.com | www.wolframnagel.com
Simultaneity
Different devices or information services are used simultaneously. Different pieces of information may complement one another.
MULTISCREEN PATTERNS CONCEPT PATTERNS
Hildegard BraunDigital Outsider
Lukas SchmitzTrend User
Inge BehrendCasual User
Chris KuligTrend User
Ulrike MeißnerCasual User
Björn HohmannDigital Professional
Marc LüttichDigital Avant Garde
Seamless Interaction
The interaction with an application or information service needs to be logical and seamless across devices.
Storyfication
Telling the story of a product or service across different media creates a uniform user experience across devices which may increase the users' identification with and understanding of the product.
Mobile First
Because of the increasing importance of mobile devices it is advisable to concentrate on the most important device first. The smallest screen forces a meaningful structure of information.
Context Relevance
The information offered needs to suit the situation, environment, user, device and context of use. In short: the right information at the right time.
Gamification
The integration of game mechanics into a product simulates a competitive environment. The game factor can motivate people if it is fun, challenging, provides relevant goals, and if participation remains the choice of the user.
Adaptability
The flexibility of adapting layout and content to the features and capabilities of different devices makes it easier to manage information across devices. Fundamentally information needs to be accessible on the relevant devices.
Extensibility
An information service needs to be flexibly extensible and able to adapt to changing requirements (forward compatibility).
Communification
Social networking and creating a community can make an information service more attractive for the users. A service can be improved through possibilities for users to create, share, rate, and comment on content.
Fluidity
Information services need to fit into the context of use and offer a fluid and consistent user experience across devices.
PERSONAS IN THE DIGITAL SOCIETY CONTEXT OF USE
Silvia NolteProfessional User
Private
A private environment and generally all private situations are not accessible to outsiders or strangers.
In the digital age, more than before, information needs to be simultaneously relevant and tangible. It needs to be fun and quickly graspable. The Masters dissertation looked at cross device information and interaction scenarios that may support the communication and exchange of information in the future digital society. We investigated how information can be captured and processed across different media and how we can enable people to gain the easiest possible access to digital services.
The Multiscreen Experience Toolkit offers patterns, principles and definitions that are relevant to multiscreen projects and information management in the digital society. These recommendations and ideas (they are not bullet proof recipes!) aim to support the creation of fluid multiscreen experiences. We look at the four most important screens (smartphone, tablet PC, laptop and TV), describe the potential users, recommend various conceptional approaches and explain the different parameters for the context of use.
There are various possibilities to combine multiple screens, devices, content, and interfaces. In the following we are going to introduce six patterns which are largely based on the differentiation and definitions by Precious Design Studio.
The following eight personas are based on the study "D21 – Die Digitale Gesellschaft" and focus on the topics of aptitude towards media, device usage, context of use, and user requirements. They aim to support the design of multiscreen concepts and may be adapted according to the relevant project needs.
The following patterns are recommendations (not recipes) based on established design solutions, user interfaces and UI design patterns or general conceptional approaches and essays from the area of interaction and information design. Depending on the project they should be checked for sensibility and usefulness. The different concept patterns may be combined.
The context in which an information service is used is not only determined by the device used; other parameters are the mode of use, situation and environment. The mobile context of use (not to be confused with mobile situation) is a special case. It may occur always and everywhere.
WWW.MULTISCREEN-EXPERIENCE.COM
Work place
The work place largely has no or only limited accessibility to outside persons and strangers.
Public Space
The public space is generally accessible to everybody. Everyone can participate in a situation. It is not private.
In transit
Whenever you are moving between two places you are in transit (change of location from A to B).
Lean Back
In Lean Back mode the user is predominantly relaxed and passive. The interaction with the device is intermittent, temporary and not sustained.
Mobile
In transit the preferred devices are small, handy and mobile. The duration of mobile device use is relatively short and intermittent. A mobile situation occurs on the go, between start and finish of a change of location.
Lean Forward
In Lean Forward mode the user acts predominantly concentrated and active. Their interaction with the device is largely uninterrupted and sustained.
Stationary
The use of devices or the situation respectively are bound to a stationary location.
M
ODE
OF USE
SITUATION
ENVIRONMENT
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THIS DEVICE IS JUST A LENS
The average Australian consumer today is already mul,-‐channel, typically ci,ng the use or influence of 3 or more digital channels during a retail purchasing ac,vity.
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CONNECTEDCONSUMERS
In the US, UK and Australia, > 70% of people with a tablet own mul,ple connected devices and ac,vity sync/share content and media
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A FUNDAMENTAL SHIFT
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RETAIL WAS A DESTINATION
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ITS ROLE WASDISTRIBUTION
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NOW: CUSTOMER IS THE DESTINATION. DIGITALIS THE DISTRIBUTION
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WE NEED COMPELLING STORIES
Retails just can’t be about the product,the packing, or even the technology. How can we engage the customer across devices, loca,ons and contexts?
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RETAIL AS EXPERIENCE HUB:STORY BEGINSNOT ENDS
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SO WHAT’S THE NEW FOCUSFOR RETAIL?
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EXPERIENCE OVERPRODUCT
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EXPERIENCE OVERPRODUCT
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EXPERIENCE OVERPRODUCT
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EXPERIENCE OVERPRODUCT
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EXPERIENCE OVERPRODUCT
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EXPERIENCE OVERPRODUCT
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EXPERIENCE OVERPRODUCT
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EXPERIENCE ECONOMY
“As goods and services become commodi,sed, the customer experiences that companies create will maaer most.” Pine.
Value = (Delighters -‐ Detractors) / Cost
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
EXPERIENCE
Rail Europe Experience Map
Kayak, compare
airfare
Google searches
Research hotels
Talk with friends
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Paper tickets arrive in mail
• I’m excited to go to Europe! • Will I be able to see everything I can?• What if I can’t afford this?• I don’t want to make the wrong choice.
• It’s hard to trust Trip Advisor. Everyone is so negative.
• Keeping track of all the different products is confusing.
• Am I sure this is the trip I want to take?
• Website experience is easy and friendly!• Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time.
• Stressed that I’m about to leave the country and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets to Europe.
• Happy to receive my tickets in the mail!
• I am feeling vulnerable to be in an unknown place in the middle of the night.
• Stressed that the train won’t arrive on time for my connection.
• Meeting people who want to show us around is fun, serendipitous, and special.
• Excited to share my vacation story with my friends.
• A bit annoyed to be dealing with ticket refund issues when I just got home.
View maps
Arrange travel
Blogs & Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review & confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileurope.com
Wait for paper tickets to arriveResearch destinations, routes and products
Live chat for questions
Activities, unexpected changes
Change plans
Check ticket status
Print e-tickets at home
web/apps
Look up timetables
Plan/confirm activities
Web
Share photos
Share experience (reviews)
Request refunds
Follow-up on refunds for booking changes
Share experience
Buy additional tickets
Look up time tables
Opportunities
Guiding Principles
Customer Journey
Information sources
RAIL EUROPE
THINKING
• What is the easiest way to get around Europe?• Where do I want to go?• How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a little more for first class.
• How much will my whole trip cost me? What are my trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping?
• Rail Europe is not answering the phone. How else can I get my question answered?
• Do I have everything I need?• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are not more trains. What can we do now?
• Am I on the right train? If not, what next?• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not sure if I’ll get a refund or not.
• People are going to love these photos!• Next time, we will explore routes and availability
more carefully.
Ongoing, non-linear
Linear process
Non-linear, but time based
Communicate a clear value proposition.
STAGE: Initial visit
Connect planning, shopping and booking on the web.
STAGES: Planning, Shopping, Booking
Arm customers with information for making decisions.
STAGES: Shopping, Booking
Improve the paper ticket experience.
STAGES: Post-Booking, Travel, Post-Travel
Make your customers into better, more savvy travelers.
STAGES: Global
Proactively help people deal with change.
STAGES: Post-Booking, Traveling
Support people in creating their own solutions.
STAGES: Global
Visualize the trip for planning and booking.
STAGES: Planning, Shopping
Enable people to plan over time.
STAGES: Planning, Shopping
Engage in social media with explicit purposes.
STAGES: Global
Communicate status clearly at all times.
STAGES: Post-Booking, Post Travel
Accommodate planning and booking in Europe too.
STAGE: Traveling
Aggregate shipping with a reasonable timeline.
STAGE: Booking
Help people get the help they need.
STAGES: Global
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Mail tickets for refund
Get stamp for refund
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EXPERIENCE MAPPING
Mobile retail isn’t about having an app. Mobile retail is about understanding how people have a conknuous experience whilst shopping.
Mobile retail is about conneckng the customers buying experience ....
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CONTINUOUS EXPERIENCES
The set of ackvikes from a user’s perspec,ve that delivers a series of consistent and meaningful interackons across devices, and whose design is true to each device, context and usage.
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Need some inspirakon?Who’s doing what, right now?
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SHIFT #1MOBILE MONITORING
-‐ Modelling shopper movement-‐ Customer ‘hang’ ,me-‐ Product category engagement-‐ Store visita,on coverage-‐ Mul,-‐channel campaign effec,veness-‐ Dynamic personal offers and loyalty rewards-‐ Geofencing
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SHIFT #2MOBILE WALLETS
To watch: Passbook + NFC300+ million ackve credit cards
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SHIFT #3MOBILISED FLOWS
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SHIFT #4LOCATIONBASED
Driving people into Macy’sShopkick contributed $110 Million
-‐ TV advert integra,on-‐ Loca,on-‐based deals-‐ Barcode/QR code integra,on-‐ Visita,on/loca,on rewards-‐ Coupons-‐ Personalised deals
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SHIFT #5FROM REWARDSTO PURCHASE
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SHIFT #6CURATION AND LOCAL DISCOVERY
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SHIFT #6CURATION AND LOCAL DISCOVERY
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OPPORTUNITY:PERFECT STORM?
PINTEREST + WANELO + PAYPAL HERE(CURATED + LOCATED + DISCOUNTED + EFFORTLESS)
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What can I do now?Here are some quick win ac,vi,es
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CREATE ANEXPERIENCE
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WI-‐FI CAMPING
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RAPID MOBILISATION
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AND IF ALL THISSEEMS TOO MUCH?
ROD FARMERDIRECTOR, USER EXPERIENCEVISUAL JAZZ ISOBARWWW.VISUALJAZZ.COM.AU
T: @RODFARMERE: [email protected]: +61 433 13 13 34L: WWW.LINKEDIN.COM/IN/RODFARMER
THANK YOU