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Transformation Keys for Connected Brands

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Presented at Acquia Engage APAC by Tim Fletcher, Head of Platforms and Experiences, VMLY&R.


Consumers are increasingly connected, to each other, and to the brands they have a relationship with. This connectedness creates new opportunities, but it also adds complexity that can derail your initiatives if you aren’t paying close attention. The challenge of designing and building systems that deliver true value for both the customer and the business is still the central focus, but as business and customers’ expectations keep evolving, so too must your approach.

Over the past 7 years, VMLY&R Australia has been at the forefront of creative and marketing technology, delivering innovation and transformation projects for our clients and partners across the region.

This session will explore the insights we’ve uncovered during that time and will draw on our successes and failures to illustrate where things can go wrong, and how to stay on track.

Publié dans : Logiciels
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Transformation Keys for Connected Brands

  1. 1. MARCH 2019 TRANSFORMATION KEYS FOR CONNECTED BRANDS
  2. 2. OUR CLIENT PARTNERS VMLY&R AUNZ
  3. 3. A connected brand lives in people’s lives by connecting with them on an emotional level — whenever and wherever they are — and inspiring
 them to connect with others.
  4. 4. This demands truly integrated, multi-channel experiences, built on a deep understanding of human behavior in an increasingly connected and mobile world. It acknowledges the changing behavior of connected consumers and their always-on exceptions. CONNECTING WITH PEOPLE WHEREVER THEY ARE CONSUMER EXPERIENCE
  5. 5. RELIVE THE EXPERIENCE WORLDWIDE COMMUNITY REAL TIME TRACKING
  6. 6. WHAT PEOPLE ARE USING CONNECTIVITY FOR?
  7. 7. BRANDBUSINESS EXPERIENCE TRANSFORMATION
  8. 8. “Transformation never ends, you are constantly changing because everything around you is constantly changing and you can either use that as a positive or you can get left behind.” SAFRA CATZ, ORACLE
  9. 9. TRANSFORMATION KEYS FOR CONNECTED BRANDS MARCH 2019
  10. 10. THE CUSTOMER EXPERIENCE 01
  11. 11. 86of those who received a great customer experience were likely to repurchase from the same company. %
  12. 12. YOU NEED TO HAVE THE RIGHT STRATEGY IN PLACE. CUSTOMER EXPERIENCE
  13. 13. • Have you done the research to properly understand your customer?
  14. 14. • Have you done the research to properly understand your customer? • Have you mapped out your end to end customer journeys?
  15. 15. • Have you done the research to properly understand your customer? • Have you mapped out your end to end customer journeys? • Do you have a service blueprint?
  16. 16. • Have you done the research to properly understand your customer? • Have you mapped out your end to end customer journeys? • Do you have a service blueprint? • Are you testing your work with customers?
  17. 17. PROJECT CONSTRAINTS CAN GET IN THE WAY CUSTOMER EXPERIENCE
  18. 18. • Sometimes we run out of budget and can’t develop all the features we need. • Sometimes we run out of time, with the same result. • Sometimes, despite best efforts, our teams don’t collaborate effectively, and we design things that are difficult to build. • Sometimes, things are missed in testing.
  19. 19. THE LEADERS ARE RENOVATING, NOT DECORATING. CUSTOMER EXPERIENCE
  20. 20. YOU’RE TRYING TO HIT A MOVING TARGET. CUSTOMER EXPERIENCE
  21. 21. EXPERIENCE EXPECTATIONS ARE ALWAYS UPDATING….
  22. 22. IS AGILE THE RIGHT APPROACH? 02
  23. 23. WHAT IS AGILE?
  24. 24. WHEN DOES AGILE WORK REALLY WELL? CHOOSING THE RIGHT APPROACH
  25. 25. • When your product or system is not yet defined. • When you have a deeply engaged client • When you have a business need to be in market quickly • When you have dedicated resources.
  26. 26. WHEN DOES AGILE NOT WORK SO WELL? THE CUSTOMER EXPERIENCE IS KING
  27. 27. • If you have a fixed budget. • When your organisation isn’t on board. • When you have a client who is fairly hands-off. • When you have complex integrations.
  28. 28. Agile can be a powerful approach because allows you to optimise for uncertainty.
  29. 29. FROM PROJECTS TO PRODUCTS 03
  30. 30. A SHIFT IS NEEDED FROM A PROJECT MINDSET TO A PRODUCT MINDSET.
  31. 31. • Audience Segmentation Tools • Engagement Scoring • Personalisation Tools • More complex integrations YOU CAN TURN ON ADVANCED CAPABILITIES OVER TIME.
  32. 32. Somerthing product focused again IT WILL CHANGE THE MAKEUP OF YOUR TEAM.
  33. 33. IT TAKES
 A VILLAGE 04
  34. 34. DIGITAL IT MARKETING 3RD PARTY ACCESSIBILITY BRAND CONSULTANT SI PARTNER IT TAKES A VILLAGE AGENCY CLIENT PLATFORM VENDOR 3RD PARTY TESTERS RELATED PROJECTS INTERNAL BRAND
  35. 35. FOCUS ON ALIGNMENT • Alignment on objectives • Alignment on who is involved • Alignment on roles and responsibilities • Alignment on the parameters, time, cost, scope

  36. 36. BUILDING COHESION • At the start - formalise the team • During the project - put some effort into social contact • Most important - if you can - colocate, colocate, colocate BUILDING COHESION
  37. 37. GOVERNANCE • Identify all the players upfront • Document roles and responsibilities • It determines the nature and frequency of communication flows • Helps to surface, and deal with, risks and issues early
  38. 38. QUALITY IS A
 TEAM EFFORT 05
  39. 39. QA use to happen at the end
  40. 40. Don’t bite off more 
 than you can chew
  41. 41. THE RIGHT TOOL, AT THE RIGHT TIME Sketch Designing interfaces for modern devices Invision Clickable prototypes + feedback from client Zeplin Final delivery and collaboration between developers and designers Abstract Version Control and collaboration for designers Show our tool set. Slack, Abstract, zeplin, sketch
  42. 42. DESIGN SYSTEMS
  43. 43. Testing automation 
 is your friend
  44. 44. Testing automation • Automated Component (Unit) testing • Automated Functional testing • Automated UI (Visual) testing
  45. 45. RECAP 05
  46. 46. Think
 About Quality The
 Village On
 Agile On Projects 
 & Products Importance
 of CX

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