Delight 2013 | Digital Experience Workshop
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Slides from the Delight 2013 Digital Strategy workshop with Colin O'Neill, Dave Wieneke, and Barbara Holmes. Originally presented at Delight 2013, Oct. 7-8, 2013. http://delight.us/conference
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Delight 2013 | Digital Experience Workshop
- 2. Welcome! Digital Experience Strategy Workshop #DelightFTW @DelightConf
- 3. 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
- 6. h"p://www.flickr.com/photos/coastguardnews/2235463339 LASIRLand Air Sea International Rescue
- 7. Goal of a Digital Experience Strategy
- 8. Improve today’s experience Transform the organization Sustain cultural change Time Customerexperiencequality Customer-focused transformation
- 9. DX-7
- 10. 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
- 11. Digital Experience Readiness (10 minutes) • For LASIR, complete your assessment of the DX-7 • We are the client: ask us questions!
- 13. Personas
- 14. 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.
- 15. 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
- 16. 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
- 18. Break
- 20. Growth hacking
- 22. Benefits of positive experiences
- 23. Invention brings biggest wins
- 24. h"p://hbr.org/2013/03/why-‐it-‐pays-‐to-‐be-‐a-‐category-‐creator/ar/1 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.
- 25. 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)
- 27. DX7 – Gates to Change
- 28. It’s not what we say. It’s how we help.
- 29. Mobile is not a channel
- 30. 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
- 31. 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.
- 33. 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.
- 35. Align Imagine Map Business & Customer / Team & Culture Journeys & Content / Process & Technology Measurement
- 36. Business • Goals & brand • Competition • Team & culture • Content • Technology • Success metrics Customers • Brand perception • Needs & motives • Expectations Artifacts • Personas • Journey Maps • Strategic Brief AIM: Align
- 37. Align Imagine Map Ideation / Touchpoint design / Co-creation
- 38. Activities • Ideation • Touchpoint design • Co-creation Artifacts • Opportunities • Prototype(s) AIM: Imagine
- 40. Imagine MapAlign Future State / Service Blueprint / Roadmap
- 41. Forrester, June 2012 “Develop Your Digital Customer Experience Strategy” Prioritizing the initiatives AIM: Map
- 42. Align Imagine Map Our Framework for today
- 43. Customer & Business Alignment Align Imagine Map
- 44. 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
- 45. Urgent Bored Repetitive Urgent Now Bored Now Repetitive Now Primary audience states
- 46. “Mobile searches convert to sales in minutes rather than days.” Urgent Now: most location driven
- 47. Bored now: most advertising driven
- 48. Repetitive now: relationship driven
- 49. TEST IT OUT Pair business apps to audience mindsets.
- 50. Urgent Bored Repetitive Urgent Now Bored Now Repetitive Now Primary audience states
- 51. Journey Mapping
- 55. What are they doing? Brainstorm touch points What are they feeling? Brainstorm emotions What would make a difference? Brainstorm improvements Answer three questions
- 57. 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
- 58. Use your worksheet! Awareness ConsideraPon Purchase Use Advocate
- 59. Lunch
- 60. Welcome back!
- 63. CREATING WOW: LITTLE THINGS MAKE A BIG DIFFERENCE STAN PHELPS EXPERIENCE ARCHITECT @9INCHmarketing
- 65. MOMENT OF TRUTH
- 67. Why Purple and Why a Goldfish?
- 69. GIVE A LITTLE UNEXPECTED EXTRA GUPPY LOVE
- 70. Why Purple? !"
- 71. DEFINITION OF LAGNIAPPE " ‘The Gift’ or ‘To Give More’ lagniappe (lãn-yãp) "
- 72. 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"
- 73. Waiting
- 74. Added Service
- 75. Free Peanuts while you Wait and Extra Fries with Your Order (Lots of Them)" Sampling
- 76. Sampling
- 77. Convenience
- 78. Waiting
- 80. THINK OUTSIDE THE BOWL
- 83. 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
- 84. Experience Principles Attributes Emotions Principles
- 85. Emotions & Principles 10 minutes • Suggest Key Emotional Outcomes for Lasir customers • Vote on top three • Define your experience principles – Write three experience principles & share
- 87. 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?
- 89. 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
- 90. Break
- 91. Future state • Review future state journey map outline • Capture any connecting ideas across stages • Consider Content and Social opportunities
- 92. Imagine MapAlign
- 93. Prioritizing
- 94. Pick your most important persona
- 95. Pick that persona’s most important pain point
- 96. 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 frustrationopens & reads statement paper statementenvelope website mobile phone IVR Twitter
- 97. Assess the relative importance of each touch point Business Benefit Customer Benefit User Impact Overall Scale 1=low, 2=medium, 3=high
- 98. Assess the feasibility of each idea Idea Effort Status Clarity Risk
- 99. 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.
- 101. 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
- 104. Thank you to our Event Partners and Sponsors