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Merchandising in the Age of Invisible UI

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Merchandising in the Age of Invisible UI

  1. 1. World IA Day 2017 - Chicago Merchandising in the Age 
 of Invisible UI ARA BERBERIAN Director of Experience Architecture VSA Partners Feb. 18, 2017 PRESENTED TO WORLD IA DAY
  2. 2. 2 2007 - 2015 Mobile First I N T R O D U C T I O N
  3. 3. 3 2015 - Mobile First 
 to A.I. First I N T R O D U C T I O N
  4. 4. 4 IPAs = Intelligent Personal Assistants C U R R E N T S TAT E I PA L A N D S C A P E
  5. 5. 5 Multiple players C U R R E N T S TAT E I PA L A N D S C A P E Microsoft 
 Cortana Google Home Facebook M Apple Siri
  6. 6. 6 C U R R E N T S TAT E I PA L A N D S C A P E Alexa! Alexa! Alexa!
  7. 7. 7 Mauris pretium nunc nec lorem molestie viverra. Aliquam posuere odio in commodo rhoncus. Vivamus id turpis justo. Quisque et ligula aliquam, auctor lacus sit amet, euismod urna. Nunc ornare dui at neque interdum, et ultrices lorem rhoncus. Vivamus tempor nisl quis sem fermentum facilisis. VSA Partners is a design-driven branding and marketing firm. C U R R E N T S TAT E I PA L A N D S C A P E
  8. 8. 8 Alexa - current state C U R R E N T S TAT E I PA L A N D S C A P E
  9. 9. 8 Alexa - current state C U R R E N T S TAT E I PA L A N D S C A P E Alexa, play 
 some music “ ” Me
  10. 10. 8 Alexa - current state C U R R E N T S TAT E I PA L A N D S C A P E Alexa, play 
 some music “ ” Here’s a station you might like; reggae “ ” Me Alexa
  11. 11. 9 Alexa - current state C U R R E N T S TAT E I PA L A N D S C A P E 1. Thunderstorm 
 Sounds 2. Jeopardy! J6 3. The Magic Door 4. Short Bedtime Story 5. Ask My Buddy
  12. 12. 1 0 Current State Digital 
 Merchandising Landscape
  13. 13. 1 1 C U R R E N T S TAT E D I G I TA L M E R C H A N D I S I N G L A N D S C A P E
  14. 14. 1 2 C U R R E N T S TAT E D I G I TA L M E R C H A N D I S I N G L A N D S C A P E
  15. 15. 1 3 C U R R E N T S TAT E D I G I TA L M E R C H A N D I S I N G L A N D S C A P E
  16. 16. 1 4 C U R R E N T S TAT E D I G I TA L M E R C H A N D I S I N G L A N D S C A P E
  17. 17. 1 5 Alexa - Current State Merchandising
  18. 18. 1 6 A L E X A - C U R R E N T S TAT E M E R C H A N D I S I N G
  19. 19. 1 7 A L E X A - C U R R E N T S TAT E M E R C H A N D I S I N G I have several exclusive deals today, including: sterling silver diamond three stone heart pendant necklace, 
 1 quarter total carat weight, 18 inches. It’s temporarily out of stock and 
 will be delivered by Friday, February 
 17th. It’s 76 dollars and 20 cents 
 total, including tax, after a discount 
 of 30 dollars. Would you like to buy it? “ ” Say what again?!
  20. 20. 1 7 Let’s unpack that... A L E X A - C U R R E N T S TAT E M E R C H A N D I S I N G I have several exclusive deals today, including: sterling silver diamond three stone heart pendant necklace, 
 1 quarter total carat weight, 18 inches. It’s temporarily out of stock and 
 will be delivered by Friday, February 
 17th. It’s 76 dollars and 20 cents 
 total, including tax, after a discount 
 of 30 dollars. Would you like to buy it? “ ” Item Material Weight Length Stock Status Possible Delivery Date Price w/Tax Discount Say what again?!
  21. 21. 1 8 Is that a great experience? A L E X A - C U R R E N T S TAT E M E R C H A N D I S I N G
  22. 22. 1 8 Is that a great experience? A L E X A - C U R R E N T S TAT E M E R C H A N D I S I N G ...a good experience?
  23. 23. 1 8 Is that a great experience? A L E X A - C U R R E N T S TAT E M E R C H A N D I S I N G ...a good experience? ...an ok experience?
  24. 24. 1 8 Is that a great experience? A L E X A - C U R R E N T S TAT E M E R C H A N D I S I N G Hmm...yeah. 
 I thought so ...a good experience? ...an ok experience?
  25. 25. 1 9 A L E X A - C U R R E N T S TAT E M E R C H A N D I S I N G but why?
  26. 26. 1 9 A L E X A - C U R R E N T S TAT E M E R C H A N D I S I N G but why? missing context
 missing personalization
  27. 27. 1 9 A L E X A - C U R R E N T S TAT E M E R C H A N D I S I N G but why? missing context
 missing personalization and something else...
  28. 28. 2 0 Technology Tiller A L E X A - C U R R E N T S TAT E M E R C H A N D I S I N G
  29. 29. 2 1 Replicating a conventional eCommerce approach for conversational commerce A L E X A - C U R R E N T S TAT E M E R C H A N D I S I N G $
  30. 30. 2 2 To design the right experience, we have 
 to start by asking 
 the right questions A L E X A - C U R R E N T S TAT E M E R C H A N D I S I N G
  31. 31. 2 3 What should the marketing funnel look like through the lens 
 of AI/VUI? A L E X A - C U R R E N T S TAT E M E R C H A N D I S I N G Awareness Engagement Discovery Purchase Retention
  32. 32. 2 4 What information is needed by the system? And what personal information are you willing to give up to 
 get what you want? A L E X A - C U R R E N T S TAT E M E R C H A N D I S I N G Age Sex DOB Height Weight Shoe Size Address Ethnicity Health Data Hobbies Personality Profile Relationship Status Style Income Purchase History Spending Habits Spending Goals
  33. 33. 2 5 What products or services would conversational commerce work best for? A L E X A - C U R R E N T S TAT E M E R C H A N D I S I N G Repeat Purchases Easily Visualizable Items Emotional Purchases
  34. 34. 2 6 What do controls, filters and sort options look like? A L E X A - C U R R E N T S TAT E M E R C H A N D I S I N G Brand Filters Needs vs WantsPrice/Deal Filters Needs Wants Needs and Wants
  35. 35. 2 7 What’s the minimal amount of audible information to effectively “hook” someone? A L E X A - C U R R E N T S TAT E M E R C H A N D I S I N G
  36. 36. 2 8 or more cynically...what becomes the audible version of clickbait? A L E X A - C U R R E N T S TAT E M E R C H A N D I S I N G
  37. 37. 2 9 A L E X A - C U R R E N T S TAT E M E R C H A N D I S I N G
  38. 38. 3 0 A L E X A - C U R R E N T S TAT E M E R C H A N D I S I N G
  39. 39. 3 1 Nielsen Catalina Solutions showed radio beating most of the digital ROI numbers by a wide margin. In this study that tracked a number of brands in a number of categories that advertised on Clear Channel radio stations, brands averaged a sales lift more than $6 for every dollar spent 
 on radio ads—an ROI double that of even the best results from many recent studies of digital media. (reported in AdAge March 25, 2014) Merchandising via radio A L E X A - C U R R E N T S TAT E M E R C H A N D I S I N G
  40. 40. 3 2 Theater of 
 the Mind A L E X A - C U R R E N T S TAT E M E R C H A N D I S I N G
  41. 41. 3 3 Future State Hypothesis
  42. 42. 3 4 The pivot from pull to push F U T U R E S TAT E H Y P O T H E S I S PULL (Asking IPA) PUSH (IPA makes contextual recs)
  43. 43. 3 5 Contexts will be the new media buy F U T U R E S TAT E H Y P O T H E S I S Personal 
 Data Moment + = $ Context 
 for Sale
  44. 44. 3 6 What moments? F U T U R E S TAT E H Y P O T H E S I S Walking to work Shaving in the bathroomPreparing a meal
  45. 45. 3 7 What are socially acceptable prompts? Put another way, 
 what “Bob skills” does Alexa need to learn? F U T U R E S TAT E H Y P O T H E S I S
  46. 46. 3 8 The push era - possible prompts? F U T U R E S TAT E H Y P O T H E S I S
  47. 47. 3 8 The push era - possible prompts? F U T U R E S TAT E H Y P O T H E S I S “Knock Knock”
  48. 48. 3 8 The push era - possible prompts? F U T U R E S TAT E H Y P O T H E S I S “Knock Knock” Musical Jingle
  49. 49. 3 8 The push era - possible prompts? F U T U R E S TAT E H Y P O T H E S I S “Knock Knock” Musical Jingle Programmable
  50. 50. 3 9 VUI to UI to better support journey F U T U R E S TAT E H Y P O T H E S I S I saw you were browsing some jeans...I’m pretty 
 sure I found a great pair with the same style at half the price. Shall I text you an image? “ ”
  51. 51. 4 0 Gamification Alexa - playing 20 questions with you F U T U R E S TAT E H Y P O T H E S I S
  52. 52. 4 0 Gamification Alexa - playing 20 questions with you F U T U R E S TAT E H Y P O T H E S I S “I think I have the perfect gift for your wife’s birthday. Wanna guess? ”
  53. 53. 4 1 AI without a need for human-provided context is the Singularity This is ludicrous! C H A L L E N G E S
  54. 54. 4 2 Yes, the bots will take over but... C H A L L E N G E S
  55. 55. 4 3 Brands are struggling 
 to own the end-to-end customer experience C H A L L E N G E S
  56. 56. 4 4 A cacophony of AI-based terms, frameworks and form factors C H A L L E N G E S Bots Chatbots Textbots Voice UI (VUI) Invisible UI No UI Personal Digital Assistants Intelligent Personal Assistants Cognitive Computing Intelligent Agents Virtual Agents Conversational Commerce
  57. 57. 4 5 Accessibility C H A L L E N G E S
  58. 58. 4 6 In closing…
  59. 59. 4 7 The right experience including the right information architecture is still largely unknown C O N C L U S I O N
  60. 60. 4 7 The right experience including the right information architecture is still largely unknown C O N C L U S I O N No experts yet
  61. 61. 4 7 The right experience including the right information architecture is still largely unknown C O N C L U S I O N No experts yet User empathy of evermore importance
  62. 62. 4 8 You will all 
 have jobs! C O N C L U S I O N
  63. 63. 4 9 Alexa will become your bestie C O N C L U S I O N

Notes de l'éditeur

  • As information architects, the emergence of mobile is what largely paid our salaries for the past several years. But now it’s wanning off. I don’t have to state the obvious and say that the majority of mobile experiences are becoming templatized and standardized.
  • The joys of hands free, eyes free interfaces
  • The joys of hands free, eyes free interfaces
  • We’ll focus on Alexa because Amazon has a solid lead and two most related to commerce which is essentially
  • The joys of hands free, eyes free interfaces.
    -ADT pulse app
    -Samsung guy
  • The joys of hands free, eyes free interfaces
  • -Who has bought something via an IPA?
  • Data driven merchandising
  • Geographies
  • What’s the verbal equivalent of a “hero” shot?
  • -Anyone here a kid before the television age? I don’t think so

    -My first exposure to early marketing.

    -So this is an example of audio clickbait gone too far
  • Tradeoff off browsing
    -Generates more thrill
    -Interactive/game based marketing
  • Instead of you just asking Alexa for things (pull), one day Alexa will suggest things (push) because she’ll know what you want at that moment in time.
  • LIkely the middle moments when you would be the most receptive to essentially a pitch from your IPA?
  • -What would speak to you?
  • What’s the least creepy, creepy option?
  • The excitement of anticipation
  • -Gamification
  • Suggests extremely heightened AI capability where we’re simply not there yet.
  • Textbots may be end up being the clearly preferred channel of conversational commerce over VUI based IPAs
  • Opt in vs opt out
  • lacks clear positioning and mental mapping as say, “smartphone”
    AI literally creepin up on us
    No holy man in a turtle neck saying this is exactly what we all need and it’s called an iPhone (and everyone agreeing)

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