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Designing for the Multi-Device-Owning, Attention-Short, Hyper-Connected Consumer<br />April 2011<br />

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ONE PLATFORM PUSHING TO OVER 500 WEBSITES WORLDWIDE<br />

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A PLATFORM WITHOUT INNOVATION IS A BROKEN ONE<br />

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HOW DO WE DEFINE “INNOVATION”?<br />Comprehend and combine data, information & research to discover the heart of consumer and market behavior then identify the real opportunity for our platforms and brands. <br />Insights<br />Data & Analytics<br /><ul><li>Behavior data

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Survey data

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Performance metrics</li></ul>Research<br /><ul><li>Publicly available research

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Purchased researched

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Commissioned research projects

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Usability</li></ul>Tools<br /><ul><li>Consumer Trends

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Competitive landscape

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Content framework

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Technology landscape</li></ul>Using insights - Introduce new things: new platforms - new applications within platforms<br />Innovation<br />New Platforms / Applications (examples)<br /><ul><li>Brand experiences on connected television

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Augmented reality as an ‘in theworld’ shopping tool</li></ul>Platform Evolution (examples)<br /><ul><li>Integrate facebook into brand.com

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Integrate KBB User Reviews into brand.com

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Provide better integration and eCommerceopportunity</li></ul>Platform Re-Imagine (examples)<br /><ul><li>Develop personalized shopping experiences

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Leverage facebook integration to connect shopper and owner experiences</li></li></ul><li>IT’S A SHOPPING PARADIGM IN NEED OF INNOVATION<br /> THE ONLINE EXPERIENCE ISN’T MUCH BETTER…<br />

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WHILE ONLINE (AND OFFLINE) SHOPPING ITSELF IS EVOLVING<br />

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AND THAT IS JUST THE NORMAL EVERYDAY PC…3 THINGS WE KNOW ABOUT “EMERGING” DEVICES<br />

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#1 : PEOPLE ARE BUYING MORE SMARTPHONES<br />Source: Morgan Stanley Internet Trends 6/2010<br />

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#2 : OWNING A SMARTPHONE CHANGES WHAT PEOPLE DO<br /> Nearly all smartphone owners have done at least one of these actions, while over 50% of feature phone users have not performed any actions.<br />Source: Forrester Q2 2010<br />

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#3 : OWNING A SMARTPHONE CHANGES WHAT PEOPLE EXPECT<br />

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1-2-3 RINSE + REPEAT: IT’S MORE THAN JUST SMARTPHONES!!<br />Source: Morgan Stanley Internet Trends 6/2010<br />

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WE ARE CREATING A HYPERCONNECTED MULTI-DEVICE ECOSYSTEM<br />

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IT’S A CONFUSING LANDSCAPE OVER WHAT IS BEST FOR WHAT<br />IS IT A GAMING CONSOLE?<br />IS IT A LAPTOP?<br />IS IT A PHONE?<br />IS IT A CAMERA?<br />

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WELL… IT DEPENDS ON THE TIME OF DAY & WHERE YOU SIT<br />The Sofa Effect<br />

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OR EVEN WHAT CONTENT YOU MIGHT BE READING<br />The Morning Headlines<br />

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ONE OF THE TOOLS IN OUR 2011 TOOLBOX…11 CONSUMER TRENDS DRIVING DIGITAL INNOVATION<br />POWER OF NOW<br />CONCEIRGE CULTURE<br />CONSUMER CONTROL<br />EVOLUTION OF COMMERCE<br />COUPON CHIC<br />WORLDS COLLIDE<br />BRAND ME<br />KNOW ME<br />SEAMLESS EXPERIENCES<br /> WORLD’S A GAME<br /> ATTENTION MANAGEMENT<br />POWER OF NOW ✔<br />CONCEIRGE CULTURE ✔<br />CONSUMER CONTROL<br />EVOLUTION OF COMMERCE<br />COUPON CHIC<br />WORLDS COLLIDE ✔<br />BRAND ME<br />KNOW ME ✔<br />SEAMLESS EXPERIENCES✔<br /> WORLD’S A GAME<br />ATTENTION MANAGEMENT ✔<br />

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DESIGNING FOR THE DIGITAL NOMAD<br />

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TAKING IT WITH ME WHEREVER<br />Seamless Experiences<br />The internet is breaking down barriers<br />New personal portable devices are creating new expectations<br />Friends and like-minded individuals are connecting with each other everywhere<br />Information needs to flowing seamlessly between sites, platforms, and devices<br />DESIGNING FOR THE DIGITAL NOMAD<br />MAKING THE REAL WORLD RICHER<br />Worlds Collide<br /><ul><li>Lines between the physical and virtual worlds are blurring

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Ubiquitous connectivity is an enabler

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Real world interactions with digital extensions are becoming commonplace

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QR codes, augmented reality, NFC, RFID, GPS tracking, SMS, and “check-ins”</li></ul>THE VALUE OF A WARM WELCOME<br />63% ofiPhoneowners use location services at least once a week. Many consumers would share their location for retail perks.MOBILE MARKETING ASSOCATION, 2010<br />FEEDING A GROWING MOBILE APPETITE<br />Roughly 70% of iPhone and Android owners access the internet at least dailyon their mobile device.FORRESTER TECHNOGRAPHICS, 2010<br />

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YELP<br />www.yelp.com<br />Local reviews and ratings<br />WHAT IT CONTAINS<br /><ul><li>Robust review site that integrates with the Facebook API to the fullest extent

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Mobile and tablet apps

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Saved information carries between devices

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Mobile app includes deals, check-ins

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Monocle view leverages augmented reality

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Open/closed indicator on mobile listings

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Tablet app includes large photos and maps</li></ul>DESIGNING FOR THE DIGITAL NOMAD<br />

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SCVNGR<br />www.scvngr.com<br />Large scale, mobile based scavenger hunt<br />WHAT IT CONTAINS<br /><ul><li>Uses GPS technology to enable “check ins” using your mobile device

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Users and businesses create challenges

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Different levels of points for different challenges (i.e. the Tin Foil Oragami)

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Points work to win real world rewards

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Integrates with Facebook Connect and Twitter API for login and sharing

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Integrates with Facebook Places for check in</li></ul>DESIGNING FOR THE DIGITAL NOMAD<br />

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GOOGLE PROJECTS<br />www.googlelabs.com<br />Google Places and Google Goggles<br />WHAT IT CONTAINS<br /><ul><li>Google Places creates official “place pages” for locations that aggregate: hours, photos, videos, coupons, reviews, maps, etc.

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NFC window stickers for business front

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Custom QR codes for business cards and more

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Google Goggles is an image recognition app

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Scan images, landmarks, barcodes, text

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Can translate, identify, solve Sudoku puzzles

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Next up: facial recognition?</li></ul>DESIGNING FOR THE DIGITAL NOMAD<br />

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SHOPKICK<br />www.shopkick.com<br />Check-in based retail rewards<br />WHAT IT CONTAINS<br /><ul><li>New inaudible sound trigger to mobile phone

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Closer location range than GPS technology(entrance, cashier, dressing room)

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Encourages foot traffic and builds database of real world consumer habits

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User collects “kickbucks” for just walking into participating stores or scanning products

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Redeems for real life rewards</li></ul>DESIGNING FOR THE DIGITAL NOMAD<br />

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EVERY UX DESIGNER AND CONTENT STRATEGIST NEEDS TO ASK:<br /><ul><li>How do we to leverage third party APIs to make it easier for the consumer to complete tasks on our site or application?

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What are the dangers of using third party APIs?

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How do we design an experience for multiple devices?

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You have to disconnection “content” and “services” from design layer

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You have to design new functionality for device-specific interactions

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You have to decide what core functionality travels between

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Should we and how do we leveraging emerging mobile technology?

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How do we communicate not just our message, but teach users how to leverage their devices in new ways?</li></ul>DESIGNING FOR THE DIGITAL NOMAD<br />

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RUNNING ON CONSUMER TIME<br />

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CONSUMERS WANT IT NOW<br />Power of Now<br />Instant gratification<br />Always on access<br />Information when and where I want it<br />Instant response via SMS, email, chat, etc.<br />Living in the moment <br />Social serendipity, we “just happen” to be in the same area at the same time<br />RUNNING ON CONSUMER TIME<br />CONSUMERS WANT IT LATER<br />Attention Management<br /><ul><li>Overscheduled lives

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Information never shuts off

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Multi-device simultaneous consumption

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Delayed media consumption

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Scheduled social engagement (tweet commentary while watching TV)

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The “back channel” conversation</li></ul>THE MULTITASKING MASSES<br />Three out of four Americans multi-task with TV and Internet. One-half of multi-taskers do this daily.<br />NIELSEN – YAHOO! STUDY, 2010<br />MY DEVICE FOR “NOW”<br />54% of automotive shoppers did mobile research while in line, waiting for an appointment, or driving to the dealership.<br />GOOGLE “THINK AUTO”, 2010<br />

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CHACHA<br />www.chacha.com<br />Mobile SMS answering service<br />WHAT IT CONTAINS<br /><ul><li>Human-powered mobile search engine

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Text your question, get an answer in minutes

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Also available via voice-enabled questions

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Quick, easy, relatively free, mostly accurate

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Other competitor service = Google SMS services, which include not just SMS search but calendar, email and blogging </li></ul>RUNNING ON CONSUMER TIME<br />

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DISNEY WOLRD WAIT TIMES<br />www.disneyparksmobile.com<br />On-site trip planning application<br />WHAT IT CONTAINS<br /><ul><li>Detailed map and GPS locator with estimated wait times updated in real-time

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Information and videos about park rides

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Dining ratings, costs, and menus

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Activity scheduler and mobile ticket purchase

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Behind the scenes… video cameras, algorithms, digital park maps spot gridlock early on

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Also available: instant wait times and answer service via SMS</li></ul>RUNNING ON CONSUMER TIME<br />

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ABC “GREY’S ANATOMY”<br />abc.go.com/shows/greys-anatomy/ipad<br />Multi-device interactive entertainment<br />WHAT IT CONTAINS<br /><ul><li>Download application and use while viewing the TV show

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Uses audio sync technology to keep aligned

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Participate in real-time: chat, quizzes, polls, behind the scenes videos

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Check-in and earn badges at virtual locations within the show

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Also works with episodes on your DVR</li></ul>RUNNING ON CONSUMER TIME<br />

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READ IT LATER<br />www.readitlaterlist.com<br />Offline + online bookmarking tool<br />WHAT IT CONTAINS<br /><ul><li>Supports multiple browsers and mobile devices

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Integrates with many popular tools such as Google Reader, Delicious, etc.

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Download and sync for offline viewing

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Intuitive mobile interface and gestures (i.e. tap to save)

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Edit, organize, or tag

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Share on social networks</li></ul>RUNNING ON CONSUMER TIME<br />

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EVERY UX DESIGNER AND CONTENT STRATEGIST NEEDS TO ASK:<br /><ul><li>How do we indicate to the user through design that this site changes?

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How do we clearly bubble up information that is relevant and new?

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How do we design experiences that work together in real-time? (often needs mechanisms that help sync it)

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How do we build content into progressive, easy to tackle steps?

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How do we make the flow easy to postpone and come back to?</li></ul>Instant response also puts a lot of pressure on creating “people” strategy, rather than a content strategy, but for many companies… they can’t man the demand. How to solve?Implement technology that helps bring real-time answers to people’s pressing questions.<br />RUNNING ON CONSUMER TIME<br />

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BEING A FULL SERVICE BRAND<br />

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WHAT YOU CAN DO FOR ME<br />Concierge Culture<br />Too much information, too much choice<br />No time or energy to evaluate the options<br />Brands become trusted tastemakers<br />Curate the information and provide the content in intuitive ways<br />Empower me through useful tools <br />Save my time and simplify my life<br />BEING A FULL SERVICE BRAND<br />WHAT I WANT, WHAT I NEED<br />Know Me<br /><ul><li>Too much information, too much choice

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Show only what is relevant to me

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Tailored to user preferences and behavior

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Content delivered based on location

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Show me what I’ve never seen before

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Predict what I might need next

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Burden of privacy and security</li></ul>THE VALUE OF A WARM WELCOME<br />Consumers are more likely to return to (55%) and buy from (48%) a site that automatically recognizes them.JANRAIN RESEARCH, 2011<br />GIVING CONSUMERS BACK THEIR TIME<br />79% of consumers are looking for waysto simplify their lives, whether it be decluttering or finding more quality time. YANKELOVICH STUDY, 2008<br />

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FLIXSTER<br />www.flixster.com<br />Movie ratings, reviews, times, tickets, and more<br />WHAT IT CONTAINS<br /><ul><li>Brings in data from multiple sources: Rotten Tomatoes, Quicktime Trailers, IMDB, etc.

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Enables buying, renting, and viewing movies through iTunes and Netflix

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Get showtimes and buy tickets through movietickets.com

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Create “want to see” lists, ratings, and reviews

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Integrates with Facebook social graph

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Apps for every device and relevant site</li></ul>BEING A FULL SERVICE BRAND<br />

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MINT<br />www.mint.com<br />Online money management software<br />WHAT IT CONTAINS<br /><ul><li>Bring in data from multiple accounts into one place to help track spending and balances

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Visualization helps compare month-to-month spending and categorize expenses

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Email or text message alerts help avoid fees and warn about budget expenditures

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Set personal finance goals

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Set a monthly budget and track it via phone and via web</li></ul>BEING A FULL SERVICE BRAND<br />

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AMAZON + FACEBOOK<br />www.amazon.com/gp/yourstore/facebook<br />Online retail meets your social graph<br />WHAT IT CONTAINS<br /><ul><li>Combines well known recommendation engine with Facebook Open Graph API

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Not just previous Amazon experience, but experience from around the web

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Pulls interests from Facebook profile

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Hit “like” on IMDB, Rotten Tomatoes, Yelp

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Birthday gift suggestions for your Facebook friends </li></ul>BEING A FULL SERVICE BRAND<br />

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TRUNK CLUB<br />www.trunkclub.com<br />Personalized clothing service for men<br />WHAT IT CONTAINS<br /><ul><li>Pick preselected looks and take style survey

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Coordinate with stylist via phone or online to give your clothing sizes and preferences

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Trunk full of clothing, free shipping both ways

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Online expert available for follow-up, feedback, and fitting advice

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Pay only for what you keep</li></ul>BEING A FULL SERVICE BRAND<br />

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EVERY UX DESIGNER AND CONTENT STRATEGIST NEEDS TO ASK:<br /><ul><li>How do we create a common design language, while retaining the trusted brand image of the third party content sources?

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How do we chunk information into easy to digest, easy to skim, categorized bits?

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How do we build consumer trust around use of their personal information? Through clear directions, logic, reasoning, disclosures, etc.

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When do we give consumers an “out”? How do we give them different levels to which to engage?

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How do we make “personalized” sections of site seamless, focused, natural, and not an after thought… and have enough unique content to support a truly personal experience?</li></ul>BEING A FULL SERVICE BRAND<br />

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THE WORLD IS CHANGING. THE WORLD HAS CHANGED.HOW DO WE DESIGN FOR TOMORROW?<br />

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IT’S NOT ABOUT MORE SCREENS<br />Every “screen” is attached to a device that does something different. That I use for a different purpose in my life, and often I am using them at the same time.<br />IT’S NOT ABOUT MORE ACCESS<br />It’s about finding the answers I need at the moment I need it, and postponing my consumption if I don’t have the time. It’s about experiences that operate on my schedule.<br />IT’S NOT ABOUT MORE CONTENT<br />It’s about the right content tailored to who I am, what I like, and the choices I have to make. It’s about making it easier for me by doing the heavy lifting for me.<br />PUTTING MORE STUFF ON MORE SCREENS… ONLY FASTER!!!<br />

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IT’S ABOUT CREATING TOOLS THAT SPEAK THEIR POWER<br />USE ME WHEN YOU WANT SOME QUICK VALIDATION<br />USE ME TO MAKE SURE YOU AREN’T FORGETTING SOMETHING<br />USE ME WHEN YOU ARE BORED AND WANT TO EXPLORE FOR A WHILE<br />

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THANK YOU!!!<br />MARTA STRICKLANDINNOVATION DIRECTORMRM WORLDWIDE<br />MARTA.STRICKLAND@MRMWORLDWIDE<br />@MARTASTRICKLAND<br />