What's next? How to fill the gap between the physical and digital world
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Where do we come from, where are we now, and where are we going next? These are the questions asked and answered when the gap between the physical and the digital world is filling up. This presentation was held at the Geek Girl Meetup un-conference in Gothenburg 26 October 2013. I work as a Senior User Experience Architect at the digital communication agency LBi in the Gothenburg office. Contact me on Twitter (@eggerts) or sara DOT eggert AT lbi DOT com
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What's next? How to fill the gap between the physical and digital world
- 2. SARA EGGERT @EGGERTS SENIOR USER EXPERIENCE ARCHITECT @ LBI HEAD OF GEEK GIRL MEETUP, GÖTEBORG
- 5. LIKE HAS BECOME CURRENCY
- 6. LIKE HAS A VALUE
- 7. Welcome to My life My brand My journey WELCOME TO THE MIND OF THE CONSUMER OF TODAY I’m Inspired by I like Look at me I am R SUPE STAR I’m watching Here I am YOUR DIGITAL PERSONA I’m Listening to I search 7
- 8. THIS DESIGN WAS MADE THREE YEARS AGO AND SHOULD ENVISION THE EXPERIENCE OF AN ONLINE NEWS PAPER 30 YEARS IN THE FUTURE. IT’S ALREADY DATED.
- 9. PEOPLE ARE MORE ACTIVE THAN EVER
- 10. 1/7th of the world is now friends through social media. Through 6 degrees of separation we’re all connected. Audience is huge.
- 11. THANK YOU. THANKS A BILLION 46b apps downloaded from Apple to date 70b by 2014, and 40b music downloads
- 12. GLOBAL AUDIENCE BY DEVICE VS 4.4 BILLION 4.2 BILLION MOBILE SUBSCRIBERS TELEVISION VIEWERS
- 13. Source: Google – The New Multi-screen World: Understanding Cross-platform Consumer Behavior
- 21. SEE LIKE OWN
- 23. CONSUMER VS BRAND REMEMBER. IT’S A VERY FRAGILE RELATIONSHIP.
- 24. SIMPLIFY
- 28. SIMPLIFY. FOCUS
- 53. THE STORY SO FAR
- 54. BE 1. BUILD SOMETHING. BE PRESENT.
- 55. WONDER 2. EXPERIMENT – WE’RE EASILY SURPRISED BY THE UNEXTECTED IN THINGS.
- 56. GROW 3. MATURE. BUILD THINGS THAT HAVE A PURPOSE. DON’T RUSH.
- 57. BEFRIEND 4. GET CONNECTED. IT’S A SOCIAL WORLD.
- 58. BE RELEVANT 5. REMEMBER IT’S A RELATIONSHIP. A TRUE RELATIONSHIP.
- 59. INTERACTION BECOMES PHYSICAL PUT THE CUSTOMER AT THE CENTER Making your entire organization responsive to the customer journey 6. WE’RE FILLLING THE GAP BETWEEN PHYSICAL AND DIGITAL
- 60. WE NEED TO DREAM. ‘MINORITY REPORT’ SET THE YEAR TO 2053.
- 61. BUT WE CAN DO IT ALREADY.
- 66. AS A BUSINESS, YOU DON’T GET TO DECIDE HOW YOUR CUSTOMERS ACCESS YOUR CONTENT, THEY DO
- 67. OR DO YOU? AS A BUSINESS, YOU DON’T GET TO DECIDE HOW YOUR CUSTOMERS ACCESS YOUR CONTENT, THEY DO
- 68. “It looks like you're on a train. Would you like me to show you our insultingly simplified mobile site?” — Cennydd Bowles 68
- 69. Responsive design fluidly changes and responds to fit any screen or device size. It is ”write once, run anywhere“ html web design 69
- 70. It keeps your desktop and mobile content on a single URL, which is easier for your users to interact with, share, and link to and for Google’s algorithms to assign indexing properties to your content Google can discover you content more efficiently as they wouldn’t need to crawl a page with the different Googlebot user agens to retrieve and index all the content Google recommends responsive design
- 71. A C B D A B C D E F E A F A B C D Responsive C D A C B E G D E F G B C H Adaptive 71
- 75. WHAT’S NEXT?
- 77. INCLUSIVE DESIGN
- 78. CONTEXT & CONTENT FIRST (NOT MOBILE FIRST) 78
- 79. About me Localisation What technology I use Device & Channel § Country & Language Web/Mobile/Social § Time of day Operating System § Season/Weather Browser or App Personal Connection § Unknown Access speed § Fan Wi-Fi § Subscription Data plan § One-off Rules § Free Personalisation § Customisation Collaborative filtering § Behaviour over time IT’S ALL ABOUT ME 79
- 80. INCLUSIVE Strategy / insights/ Content / Behavioral targeting Silverlight Flash APPS Function ADAPTIVE (html) Experience enhancement RESPONSIVE Layout(html) 80
- 81. SARA EGGERT AT LBI DOT COM SENIOR USER EXPERIENCE ARCHITECT WWW.LBI.COM/SE