Diapositivas presentadas por Emiliano Horcada, VP Diseño & UX Globant, en el eCommerce Day Santiago 2017.

2. Digital natives expect
seamless channel
convergence and
relevance.
We call it
OMNI-RELEVANCE

3. Single
Channel
Commerce
Multi
Channel
Commerce
Cross
Channel
Commerce
Omni
Channel
Commerce
OMNI-RELEVANT
COMMERCE
2000 2008 2010 2012
2015+
About Becoming Omni-Relevant

4. OMNI-RELEVANT
EXPERIENCES ARE
CONTINUOUS CONSISTENT CONNECTED RELEVANT
Exceed expectations with RELEVANT RECOMMENDATIONS and PERSONALIZED interactions
LEVERAGE DATA to PREDICT behaviors and GENERATE moments of SURPRISE and meaningful DELIGHT
OMNI-RELEVANCE HUMANIZES TECHNOLOGY

5. OMNI-RELEVANCE
requires engagement and architectural
consistency while developing software in, at
least, two velocities.
Store ERPs CRMs Finance Fulfillment
Smart Digital Journey Engine
SYSTEMS OF
ENGAGEMENT
SYSTEMS OF RECORD

6. ONE
CONTINUOUS
LOOP
Build to Discover boosts our client’s SW
development capabilities, at the same time
as designing the next generation of customer
and employee experience.
We learn and adapt as we build the
experiences, that's why the two activities are
interlaced and simultaneous
BUILD DISCOVER
DEPLOY

7. THE STARTING POINT
Build a solution for “WAIT”,
then move on to solving for
other friction points in the
guest experience.

8. ASK “WHY” WE ARE
BUILDING “WHAT”
Build some tactical
solutions first, low
hanging fruit,
integration points,
and back-end.
New business
models are made
possible by
frictionless journeys
New products’
backlogs emerge
The impact of
polished user
journeys cannot be
assumed, it needs to
be tested.
Improve how you
measure results.
An agile pod
ecosystem acting
across the stack (top
to bottom) allows you
to pivot at minimum
risk.
Digital engagement
realizes and evolves,
making connections
longer and more
full-filling
Once you have real
life data, Discover
more, build more
pieces of the journey

9. THE IMPACT OF
BUILD TO
DISCOVER
● “Wait” was solved combining wearables and
mobile. MyMagic+ is born. MyFastPass+ was
the new product.
● Solve for one may impact other areas of
interaction with guests.
● The motivation to reduce waiting in lines
incentivizes guests to embrace the digital
channel.

10. Building to fix
obvious friction
points, Discovered a
whole new set of
digital touch points

11. BUILD ENABLES
DISCOVERY
In the past, the guest experience started
at the park. Now, it starts at home.
Solving for “wait” re-imagined other potent fractions of
the guest journey with the brand.
Build to Discover maximized realization of what’s highest
impact. Build to Discover improved the prioritization of
the product backlog as a function of business impact and
production feasibility.
Dreaming Planing
Organizing
Changing Getting ready Traveling Enjoying Parks Remembering Inspiring
BEFORE
AFTER

12. We are ready!