In the mobile world, you don't win the consumer on technology.
You win on better experiences. Learn how the top brands are positioning themselves to work like a startup.
10. THE “READ-ONLY” WEBTHE SOCIAL WEB
10
POST-WEB
ANY MEDIA, ANY DEVICE, ANYWHERE
Web 2.0
WIKIS, BLOGS, SOCIAL
Web 1.0
BROWSER, EMAIL, IM
THE MOBILE ERA
15. 15
IN THE MOBILE WORLD, YOU DON’T
WIN THE CONSUMER ON TECHNOLOGY.
YOU WIN ON BETTER EXPERIENCES.
THE MOBILE REVOLUTION
16. 1616
DISRUPTION IS COMING FROM ALL SIDES, QUICKLY.
1
2
YOUR DIGITAL EXPERIENCE IS YOUR BRAND.
3
YOUR COMPETITION ISN’T WHO IT USED TO BE.
THE MOBILE REVOLUTION
4
YOUR APPROACH NEEDS TO EVOLVE.
31. DIGITAL
LEADERSHIP
NEW RETAIL
EXPERIENCE
OPEN API
FOR DEVELOPERS
THIRD-PARTY
DEVELOPMENT
OWNED DIGITAL
EXPERIENCE
ATARI FIT +
BALANCE API
2011 20132010 2012 2015
GLOW +
RX REFILL
20152011
A DIGITAL HISTORY OF
WALGREENS
33. WHAT DO
THE BEST
PRODUCTS
33
REMOVE FRICTION AND ANXIETY
MEET EXPECTATIONS OF CORE FUNCTIONALITY & PERFORMANCE
SURPRISE & DELIGHT
ANTICIPATE THE NEXT WAVE OF PRESSURE
40. HOW DO
THE BEST
PRODUCT
DETERMINE A CLEAR PURPOSE
CREATE THE RIGHT STRUCTURE
ESTABLISH GOALS & ACCOUNTABILITY
FOLLOW AN AGREED UPON OPERATING SYSTEM
TEAMSWORK?
41. THE REASON YOUR PRODUCT EXISTS.
THE WAY THE DIGITAL EXPERIENCE BRINGS
THAT PURPOSE TO LIFE.
PURPOSE
42. TEAM
TEAMS ARE CENTERED AROUND
THE PRODUCT LIFECYCLE, NOT
PROJECT TIMELINES OR
MARKETING CHANNELS.
45. A SYSTEMATIC WAY OF WORKING
1 YEAR PLAN
GOAL
DRIVERS
FOCUS AREAS
PRODUCT TEAM
Q4
FOCUS
Q3
FOCUS
Q2
FOCUS
Q1
FOCUS
VISION
BUSINESS MODEL
SCALE
AUDIENCE
PURPOSE + BELIEF
VALUE PROP
DESIGN PRINCIPLES
46. A SYSTEMATIC WAY OF WORKING
Q1SPRINT
PLAN
STANDUPSTANDUPSTANDUPSTANDUPSTANDUP
SPRINT
PLAN
STANDUPSTANDUPSTANDUPSTANDUPSTANDUP
SPRINT
PLAN
STANDUPSTANDUPSTANDUPSTANDUPSTANDUP
ROADMAP
PLANINNG
55. DO YOU HAVE A DIGITAL PRODUCT
PEOPLE LOVE?
1
2
ARE YOU MORE FOCUSED ON EFFICIENCY
THAN GROWTH?
IF YOU ARE THE DIGITAL MANAGER
55
56. THINK ABOUT YOUR DIGITAL EXPERIENCE
AS A PRODUCT
1
2
DIFFERENTIATE IS BETTER THAN EFFICIENT
MARKETING
3
DEMAND THAT YOUR TEAM START
EXPERIMENTING AND SEARCHING
FOR NEW GROWTH
IF YOU’RE THE CMO
56
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