FutureM 2014 After Omni-Channel: Preparing for Digital Context Speakers: Martie Woods (@Martie_Woods) Lead Strategist, Thought Leadership, Stone Mantel Stacey Symonds (@ssymonds999) Senior Director of Consumer Insights, Orbitz Worldwide All consumers are digital consumers; yet most companies don’t have the strategic tools to deliver against what consumers will want next. What makes a digital consumer is not demographics or psychographics. It’s behavior - and there are new patterns for thinking and doing that almost all digital consumers engage in. In this in-depth presentation of digital ethnographic research conducted for The Digital Consumer Collaborative, we’ll describe how consumers think when assisted by digital devices and its impact on their decision-making, their ability to act spontaneously when a thought arises, their ability to “queue,” and their expectations from digital in the next three years. We’ll describe the movement away from omni-channel to digital context. This presentation will help you -Think about digital context and its impact on technology and marketing strategy -Learn how the customer journey and other strategic concepts must progress to address shifts in consumer decision-making -Think about what makes a “created” moment -Design research to go deep into the future of how people will behave In addition, we’ll describe the Digital Consumer Collaborative. Find out how 10 companies collaborate together to go deep into the digital consumer life.

1. After Omni-Channel: Preparing for
Digital Context
# F U T U R EM
Stacey Symonds
@ssymonds999
Senior Director of
Consumer Insights
OrbitzWorldwide
MartieWoods
@Martie_Woods
Lead Strategist, Thought
Leadership
Stone Mantel

2. Beyond Omni
to Digital Context
# F U T U R EM
MARTIE WOODS, STONE MANTEL
@Martie_Woods
STACEY SYMONDS, ORBITZ
@ssymonds999

3. Stone Mantel
is the very best at
producing value from brand experiences
We are a leading customer experience strategy firm focused on discovering
what matters most to our clients’ customers, defining the requirements for
products, services and experiences that matter, and validating the meaningful
difference in consumers’ lives.
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4. About Orbitz: A Global Travel Leader
• One of the largest and most sophisticated e-commerce websites in the world, with a fully developed in-house
global technology platform
• We offer direct-to-consumer travel product booking, corporate managed travel solutions to businesses of
all sizes including IBM, Burger King and GameStop, and private label technology and distribution services
for some of the most recognizable brands in the world like American Express, Capital One and Southwest
• Headquartered in Chicago, IL with major offices in the UK, France, Switzerland, Sweden, Hong Kong,
Mexico and Australia, and advanced analytics/technology teams in Sunnyvale, CA and India
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5. SHIFTS IN CONSUMER BEHAVIOR
1 And The Digital Consumer Collaborative
THE JOB TO BE DONE
2 Building Your Design Agenda on Consumer Demand
NEW BEHAVIOR PATTERNS
3 How Digital Has Changed…Well, Everything
BEYOND OMNI
4 And Onto Digital Context
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6. THE COLLABORATIVE
A research-centered, collaborative approach designed to
predict where the digital consumer is headed.
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7. The Digital Consumer
Collaborative Members
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8. Become relevant
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Be in the purchase
consideration set
Combat multitasking
Know the
customer journey
Design for Omni-
Channel
How we used to talk….

9. IN A PARALLEL EFFORT, ORBITZ TAGGED ALONG WITH 40+ PEOPLE IN
20+STATES FOR 160+ DAYS OF BUSINESS & LEISURE TRAVEL
BREAKOUT:
BUSINESS: 16
LEISURE: 29
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10. WHAT WE ARE LEARNING
FROM ALL OF THIS INSIGHT
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11. Insight 1: Consumers are expecting to reduce
the gap between thinking and doing.
Because the goal is to
shorten the gap between
thinking and doing,
consumers almost always
will give up information about
their behavior if they think the
information will reduce steps
required and help them
accomplish a goal quicker.
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Thought Job

12. How we talk now….
Old: Become relevant
Consumers don’t hire brands
to become relevant. They hire
brands to help them get stuff
done by reducing the gap
between thinking and doing.
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Insight 1
Thought Job

13. Insight 2: Consumers surround themselves first,
then make all sorts of micro purchases.
Consumers rely on a Queue to manage tasks, content, purchases and their day.
Thought
TIME
Job
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Queuing
The thought-to-job
interface that connects the
person to multiple topics
and tasks, creates the
feeling of productivity and
supports purchasing.

14. 2. By understanding their queuing, you
understand a lot about their behavior.
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Awareness Interest Decision Action
Decision-making doesn’t conform
to AIDA
How we talk now….
Old: Be in the purchase
consideration set
Be in the Queue
1. Helping consumers to keep track of things
is a first, simple step to take.
3. Anticipate the jobs
they need done.
Insight 2

15. Insight 3: Consumers are seeking to
maximize their attention.
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Thought Job
The more empowered people are to
accomplish more in a short period of
time, the more people meander. They
move from thought to task to thought to
another thought.
Rarely do they do one thing at a time.
The question is what are they doing
while interacting with your brand, app
or other?

16. How we talk now….
Old: Combat multitasking
Embrace While
The more empowered people are to
accomplish more in a short period of time,
the more people meander. They move from
thought to task to thought to another thought.
Rarely do they do one thing at a time. The
question is what are they doing while
interacting with your brand, app or other?
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Insight 3
What is the power of while?
The power of while is the feeling of empowerment
that consumers get when they engage with multiple
tools at the same time…
Adjacencies
Adjacencies are activities consumers do
while doing other activities. It may hinder the
current activity, but consumers don’t mind.
Overlays
Overlays are activities that enhance the
consumers experience and help them
complete jobs.

17. Insight 4: The journey is less about a
linear path and more about a constant state of
moving.
Customer journeys are often depicted as linear routes that consumers follow in a purchase
cycle. However, the constant state of moving between tasks means the consumer journey
is more dynamic and interrupted than is often depicted.
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18. Digital Supports Modes
Because they have so many tools available
and because each consumer is an individual
who is able to customize his or her digital
activity to fit personal wants, consumers
develop patterns for their activities. These
patterns or strategies we call modes.
A mode is a manner or disposition of
accomplishing a task. It is a general pattern
for focusing and getting things done.
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Insight 4
Improving
Competing
Planning
Creating
Giving/Sharing
Modes are behavioral, contextual, and
surprisingly universally understood. They
can be highly useful in predicting activity,
design thinking, and driving cross-technology
innovation.
Playing
Socializing
Organizing
Learning
Producing
Browsing/
Exploring

19. How we talk now….
Old: Know the
Customer Journey
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Insight 4
Demographics were first used in 1662.
Psychographics were first used in World War 1.
Personas were invented as design frameworks
in the early 1990s. Customer Journey was
conceptualized about the same time.
All of these data driven and design oriented
means for profiling consumers were
developed before mobile. But mobile
changes the dynamics of decision-making.
Modes represent the first, truly digital
approach to profiling consumer
behavior in a way that supports
consumers, aligns with what they value,
and works across technologies.

20. “I’m extremely
old-school.”
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“I checked all the
channels off the list
so my bases are
covered.”
“Customers can find
me when they need
me in whichever way
they choose.”
“I support thinking and
acting for my customer
at the right time in the
right way.”
Insight 5: Consumer behavior demands
more than omni offers.

21. The change in thinking behavior
creates demand for digital context
Omni-Channel gives the consumer
the power to continue an activity,
especially a transaction, across
channels.
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To support thinking and acting,
companies need to focus on how
digital consumers think—not just
what they think. A key attribute of
how they think is queuing.
1
2
3 Digital Context gives the consumer
the power to close the gap between
thinking and acting and to do so in
the moment.
4
But consumers are constant multi-taskers
with low attention spans.
Seamlessness and simultaneity
are leading to the next
requirement: Your ability to support
their desire to think and act.
Insight 5

22. Three Pillars of Digital Context
Environments
Sensor-driven physical
environments that can
respond to tools and modes.
Tools
Devices and apps, primarily
mobile, that can access
personal data and respond
to environments.
Modes
Behavioral states that drive receptivity and
determine what is valued.
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Insight 5

23. How we talk now….
Old: Design for
Omni-Channel
In two to three years, the focus
will be on Digital Context. It is not
just about mobile. It’s about how
mobile (including wearables,
sensors) media, data, and
location come together. These
forces create digital context.
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Insight 5

24. Moving to New
FROM…… TO…….
1. Become relevant
2. Be in the consideration set
3. Strive for full attention
4. Customer Journey
5. Omni-Channel
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Get the job done
Be in the Queue
Embrace While
Modes
Digital Context
>
>
>
>
>

25. Thank You!!
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Martie Woods
@Martie_Woods
MartieWoods@gostonemantel.com
Stacey Symonds
@ssymonds999
Stacey.Symonds@orbitz.com