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Bryan K. O'Rourke IHRSA EU CONGRESS 2018 New Era Of User Experience

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What is the new era of user experience for health clubs, gyms, and fitness studios ? its a combination of factors both digital, physical, and emotional and its already here.

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Bryan K. O'Rourke IHRSA EU CONGRESS 2018 New Era Of User Experience

  1. 1. The New Era Of UX In Clubs and How Technology Is Making it Happen @Bryankorourke | Director Fitness247 Thailand | CSO Gold’s Gym Houston | CEO Vedere Ventures | FIT-C
  2. 2. @bryankorourke
  3. 3. 3 UX U B GREAT UX IS AN INTERSECTION OF COMPLEX OBJECTIVES USER BUSINESS
  4. 4. THE CHALLENGE OF MEMBER EXPERIENCE
  5. 5. B O S A B BUSINESS MODEL SUSTAINABILITY How Do You Really Make Money Now And In the Long Term. Costs, Revenues Markets KPIS. S SERVICES What Are You In The Business Of Delivering. Programming, Services, Digital, Physical. O OMNICHANNEL Deft Integration Of Business Online And Offline Easily And Seamlessly. A ASTHETICS Forging Emotional Bonds. Creating Beautiful Distinctive Experiences In Facility And Outside. @bryankorourke SUCCESSFUL BUSINESS MODELS DEPLOY DIGITAL USER & BUSINESS OBJECTIVES INTERSECT
  6. 6. BIFURCATION TREND CONTINUES GLOBALLY
  7. 7. CHANGING ECONOMIC MODELS VARIABLE BUSINESS MODELS
  8. 8. MORE DIVERSE USERS WITH GREATER OPTIONS
  9. 9. MORE AVAILABLE DELIVERY MODELS & EXPERIENCES IN CLUB
  10. 10. AESTHETIC DESIGN IS CRITICAL TODAY
  11. 11. AESTHETIC DESIGN IS CRITICAL TODAY
  12. 12. MORE AND MORE DELIVERY MODELS
  13. 13. OMNI-CHANNEL DELIVERY OWNING MEMBER - CUSTOMER 24/7
  14. 14. INNOVATION : WHAT BUSINESS ARE YOU IN ? 2020 - 2030
  15. 15. CONTROLLING TO EMPOWERING In The New Era Of Openness Telling People What To Do Is Not As Effective As Inspiring And Connecting Purpose. PLANNING TO EXPERIMENTATION The Only Way To Learn The New Is To Try Things Work On An 80-20 Ratio Of Existing And New Business PRIVACY TO TRANSPARENCY Opening Information To All Enables The Other 5 Keys To Flourish In The New Era. PREDICTABLE TO UNPREDICTABLE The Past Is Not Predictor For The Future. Assumption To Knowledge Ratios Have Changed. PROFIT TO PURPOSE Short Term Aims Undermine Long Term Value. Attracting Customers And Partners Takes A Vision HIERARCHIES TO NETWORKS Interoperable Organization Leverage Capacities Better Results Through Collaboration. ADOPT A FUTURE STATE STRATEGIC MINDSET WHAT WORLD ARE YOU OPERATING IN ?
  16. 16. GREAT PRODUCT SERVICE You Must Have Products And Services Designed To Fit Specific Markets And That Have A Clear Distinct Proposition. ATTRACTION OF CUSTOMERS Attracting Your Target Market Means Advertising In New Ways. USERS - MEMBERS When Obtaining Members You Need To Obtain Their Data. INCREASE INSIGHTS Insights Result That Drive Better Product And Service Innovation. DATA ON EVERYTHING By Tracking Everything About Your Customer You Begin To Learn About What They Really Want. CREATES INTERACTIONS As Members Use Your Products And Services You Must Track Their Interactions. THE NEW BUSINESS MODEL AI FIRST BUSINESS MODEL
  17. 17. @PROFGALLOWAY
  18. 18. @RGMCGRATH
  19. 19. 30 CONTEMPLATOR RECENT ENTRANT MATURE OPERATOR DECLINE BUSINESS MODEL STAGES IMPACTING UX EASIER FOR SOME THAN OTHERS CHALLENGE
  20. 20. CONTEMPLATOR
  21. 21. 32 4% GENIUS 26% GIFTED 29% AVERAGE 24% CHALLENGED 17% FEEBLE THE LANDSCAPE OF BRANDS WHO UNDERSTAND AND EXECUTE UX CENTRIC BUSINESS 30% 70% ON THE RIGHT PATH AT RISK
  22. 22. P PERSONAL SERVICES COMMUNICATION TO SPECIFIC USERS. CREATE LOYALTY. E EASY FRICTIONLESS BUYING, SIMPLE FAST FUNCTIONAL F FACILITATED BUYING SERVICES ACROSS PLATFORMS S STRATEGIC INVEST IN WHERE THINGS ARE HEADING. VIDEO, MOBILE O OMNICHANNEL OWNING THE CUSTOMER 24/7 5 KEYS TO BUILDING A GURU BRAND TODAY - GREAT UX
  23. 23. Hyper - Personalized P PERSONAL SERVICES COMMUNICATION TO SPECIFIC USERS. CREATE RELEVANCE.
  24. 24. Hyper - Personalized
  25. 25. Hyper - Personalized
  26. 26. E EASY FRICTIONLESS BUYING, SIMPLE FAST FUNCTIONAL Frictionless
  27. 27. Frictionless
  28. 28. F FACILITATED MAKE BUYING SERVICES ACROSS PLATFORMS WORK Facilitated - convenience access across channels with reserve
  29. 29. S STRATEGIC INVEST IN WHERE THINGS ARE HEADING. VIDEO, MOBILE Strategic - mcfit italia campaigns
  30. 30. O OMNICHANNEL WHENEVER AND WHEREVER THE CUSTOMER WANTS omnichannel and back to the gym
  31. 31. EXECUTION ENGINES - HOW TO DEPLOY UX
  32. 32. 48 Michael Doe IMAGE PLACEHOLDER Jeniffer Thompson IMAGE PLACEHOLDER Erica Doe AUTOMATION ENTERPRISE SENSORS - DATA HUMAN CAPITAL THE NECESSARY EXECUTION ENGINES
  33. 33. AUTOMATE LOW VALUE PROCESSES
  34. 34. COLLECT AND LEARN FROM DATA
  35. 35. MOVE AWAY FROM SYSTEM SILOS
  36. 36. INVEST IN A TRAIN GREAT PEOPLE
  37. 37. INVEST IN A TRAIN GREAT PEOPLE
  38. 38. HOW TO : KEYS AND RESOURCES TO IMPACT UX
  39. 39. B O S A B BUSINESS MODEL SUSTAINABILITY How Do You Really Make Money Now And In the Long Term. Costs, Revenues Markets KPIS. S SERVICES What Are You In The Business Of Delivering. Programming, Services, Digital, Physical. O OMNICHANNEL Deft Integration Of Business Online And Offline Easily And Seamlessly. A ASTHETICS Forging Emotional Bonds. Creating Beautiful Distinctive Experiences In Facility And Outside. @bryankorourke FIRST YOU NEED A STRATEGY HOW WILL YOU COMPETE ?
  40. 40. EXPLORE S CURVE REINVENTION
  41. 41. UNDERSTAND YOUR MEMBER JOURNEY
  42. 42. RECOMMENDED READING & TOOLS
  43. 43. RECOMMENDED READING & TOOLS
  44. 44. 63 UX U B GREAT UX IS AN INTERSECTION OF COMPLEX OBJECTIVES USER BUSINESS
  45. 45. CONTROLLING TO EMPOWERING In The New Era Of Openness Telling People What To Do Is Not As Effective As Inspiring And Connecting Purpose. PLANNING TO EXPERIMENTATION The Only Way To Learn The New Is To Try Things Work On An 80-20 Ratio Of Existing And New Business PRIVACY TO TRANSPARENCY Opening Information To All Enables The Other 5 Keys To Flourish In The New Era. PREDICTABLE TO UNPREDICTABLE The Past Is Not Predictor For The Future. Assumption To Knowledge Ratios Have Changed. PROFIT TO PURPOSE Short Term Aims Undermine Long Term Value. Attracting Customers And Partners Takes A Vision HIERARCHIES TO NETWORKS Interoperable Organization Leverage Capacities Better Results Through Collaboration. ADOPT A FUTURE STATE STRATEGIC MINDSET WHAT WORLD ARE YOU OPERATING IN ?
  46. 46. B O S A B BUSINESS MODEL SUSTAINABILITY How Do You Really Make Money Now And In the Long Term. Costs, Revenues Markets KPIS. S SERVICES What Are You In The Business Of Delivering. Programming, Services, Digital, Physical. O OMNICHANNEL Deft Integration Of Business Online And Offline Easily And Seamlessly. A ASTHETICS Forging Emotional Bonds. Creating Beautiful Distinctive Experiences In Facility And Outside. @bryankorourke FIRST YOU NEED A STRATEGY HOW WILL YOU COMPETE ?
  47. 47. P PERSONAL SERVICES COMMUNICATION TO SPECIFIC USERS. CREATE LOYALTY. E EASY FRICTIONLESS BUYING, SIMPLE FAST FUNCTIONAL F FACILITATED BUYING SERVICES ACROSS PLATFORMS S STRATEGIC INVEST IN WHERE THINGS ARE HEADING. VIDEO, MOBILE O OMNICHANNEL OWNING THE CUSTOMER 24/7 5 KEYS TO BUILDING A GURU BRAND TODAY - UX
  48. 48. UNDERSTAND YOUR MEMBER JOURNEY
  49. 49. 68 Michael Doe IMAGE PLACEHOLDER Jeniffer Thompson IMAGE PLACEHOLDER Erica Doe AUTOMATION ENTERPRISE SENSORS - DATA HUMAN CAPITAL THE NECESSARY EXECUTION ENGINES AND ASK THIS QUESTION
  50. 50. @bryankorourke What Will You Do ?
  51. 51. @BRYANKOROURKE : THE NEW ERA OF USER EXPERIENCE AND HOW TECHNOLOGY WILL HELP MAKE IT HAPPEN

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