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Alan Colville, Head of Customer Experience
@alancolville
To invent our clients’
digital future, with
work that inspires both
them and us.
Our clients
Bridging the
human-
digital divide.
Thinking about UX in your company:
1.  What type of UX work is done?
2.  What’s your approach to research?
3.  What’s the ...
1. WORK Digital only Go beyond
digital to end-to-
end journey
UX informs
company
strategy
2. RESEARCH Adhoc Iterative test...
$13 billion
“High impact
companies bridge the
digital divide.”
Leah Buley – Modern UX Organisation – Principle Analyst, Forrester
“What types of products does your team work on?
Digital Divide
End-to-end journey design
Channel
specialised
design
For most of us,
it seems like everything
is changing.
20% more touch
points annually.
Source: McKinsey 2015
“Business as
we know
it has
changed”
Brands less relevant -
increased chance of
abandonment.
Seems like we’re
becoming more reliant
on technology.
“People change the
device they are
using at home 21
times an hour on
average”
People check their phones on
average 90 times a day in UK.
That’s 300 billion times world
wide annually.
Econsultancy Tren...
The customer
journey is becoming
more erratic.
Two-thirds of companies say
their priority
‘is for all key marketing
activities to be integrated
across channels.’
eConsul...
But only half said they
‘understand customer journeys
and adapt the channel mix
accordingly’.
eConsultancy - 2014
Messy and splintered
Start in different ways
Use whatever is to hand
Riddled with uncertainty
Li le loyalty
Crave convenien...
In short,
they are human.
“Find human insight and
turn those into ideas and
you’ll find that these are
more powerful, engaging
and sticky as a result...
Highest search term 2015:
“What is love?”
11-12 intimate contacts
150 social contacts
500 – 1,500 weak ties
Same circle of intimate friends
Dr Cameron Marlow – Soci...
“Archetypes provide the deep
structure for human motivation and
meaning. When we encounter them
in art, literature, sacred...
Return to real
Humanising
technology
Value of human insight
When a ention is
expensive, human
intention becomes
currency.
So what does this
mean for companies
in our digital age?
‘Two-thirds of companies
accept that organisational
structure is the biggest
barrier to customer
experience.’
eConsultancy...
Way you are structured:
Digital is a slice across
your business.
Type of work you do:
UX not digital only.
Your approach to research:
Golden age of
ethnography.
Your people and culture:
Value of empathy.
Collaborative leaders.
“Generally, people want to be kind and treat
others in a decent way. When you end up in a
system that gets too big and bur...
Fun and A Li le Weirdness.
“I believe that ge ing the culture right is the
most important thing a company can do,”
Tony Hs...
Our culture at True:
Team spirited.
Resourceful.
Unafraid.
Energising.
Increasingly, we see
business challenges
through the lens of
customer journeys.
Journeys that map how
people interact with
companies and the
companies interact with
people across touch points.
AIRBNB JOURNEY
BALANCING CHAOS AND ORDER
Back up.
Know when sh*t can hit
the fan.
Get out of the way.
Keep it real.
Open up.
KATIE DILL –
O’REILLY CONFERENCE
20% 43,189
Sessions that include a visit to a
Beer category page
2:50 (2:02 average)
Average dwell time of Beer
sessions
5...
Exposure hours.
The number of hours
each team member is
exposed directly to real
users correlates to
improvements we see
i...
Offers
Price
Scarcity
Convenience
Reviews
Explore beersWhere they startTriggers
Fuller’s Experience Map
ThinkingDoingTouchp...
Unsure
Doubtful
Lazy
Resourceful
Impatient
Rely on others
Unpredictable
Offline
Maps make
optimisation a more
meaningful task.
Bring insight to life
Spot opportunities and challenges
Show digital as a slice across your company
Build shared understan...
High impact companies
bridge the human-
digital divide.
Design across the journey.
Find human insight.
With people who get it.
Accept it’s never done.
There’s no silver bullet.
Just ongoing commitment to
observation, insight and
improvement.
“The more complex and
technological everyday life
becomes, the more human
your brand needs to be.”
Ukonwa Ojo of Durex in ...
@alancolville
Bridging the human-digital divide
Bridging the human-digital divide
Bridging the human-digital divide
Bridging the human-digital divide
Bridging the human-digital divide
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Bridging the human-digital divide

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Talk from SEO Now London: The Customer Experience on Bridging the human-digital divide.

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Bridging the human-digital divide

  1. 1. Alan Colville, Head of Customer Experience @alancolville
  2. 2. To invent our clients’ digital future, with work that inspires both them and us.
  3. 3. Our clients
  4. 4. Bridging the human- digital divide.
  5. 5. Thinking about UX in your company: 1.  What type of UX work is done? 2.  What’s your approach to research? 3.  What’s the make-up of your staff?
  6. 6. 1. WORK Digital only Go beyond digital to end-to- end journey UX informs company strategy 2. RESEARCH Adhoc Iterative testing and ethno research Qual & quant drive hypothesis driven experiments 3. STAFFING Generalists individual contributors only Full teams with research, UX and visual design UX at board level Simply tick a box for each question
  7. 7. $13 billion
  8. 8. “High impact companies bridge the digital divide.” Leah Buley – Modern UX Organisation – Principle Analyst, Forrester
  9. 9. “What types of products does your team work on? Digital Divide
  10. 10. End-to-end journey design Channel specialised design
  11. 11. For most of us, it seems like everything is changing.
  12. 12. 20% more touch points annually. Source: McKinsey 2015
  13. 13. “Business as we know it has changed”
  14. 14. Brands less relevant - increased chance of abandonment.
  15. 15. Seems like we’re becoming more reliant on technology.
  16. 16. “People change the device they are using at home 21 times an hour on average”
  17. 17. People check their phones on average 90 times a day in UK. That’s 300 billion times world wide annually. Econsultancy Trends 2015
  18. 18. The customer journey is becoming more erratic.
  19. 19. Two-thirds of companies say their priority ‘is for all key marketing activities to be integrated across channels.’ eConsultancy - 2014
  20. 20. But only half said they ‘understand customer journeys and adapt the channel mix accordingly’. eConsultancy - 2014
  21. 21. Messy and splintered Start in different ways Use whatever is to hand Riddled with uncertainty Li le loyalty Crave convenience Change their mind Start again Complex purchase path Furniture Village
  22. 22. In short, they are human.
  23. 23. “Find human insight and turn those into ideas and you’ll find that these are more powerful, engaging and sticky as a result.” Mike Glaser – Google- Art, Copy and Code
  24. 24. Highest search term 2015: “What is love?”
  25. 25. 11-12 intimate contacts 150 social contacts 500 – 1,500 weak ties Same circle of intimate friends Dr Cameron Marlow – Sociologist – The Dunbar number
  26. 26. “Archetypes provide the deep structure for human motivation and meaning. When we encounter them in art, literature, sacred texts, advertising—or in individuals or groups—they evoke deep feeling within us”. Twentieth-century psychiatrist C.G. Jung called them "archetypes." Brands are human
  27. 27. Return to real
  28. 28. Humanising technology
  29. 29. Value of human insight
  30. 30. When a ention is expensive, human intention becomes currency.
  31. 31. So what does this mean for companies in our digital age?
  32. 32. ‘Two-thirds of companies accept that organisational structure is the biggest barrier to customer experience.’ eConsultancy 2015
  33. 33. Way you are structured: Digital is a slice across your business.
  34. 34. Type of work you do: UX not digital only.
  35. 35. Your approach to research: Golden age of ethnography.
  36. 36. Your people and culture: Value of empathy. Collaborative leaders.
  37. 37. “Generally, people want to be kind and treat others in a decent way. When you end up in a system that gets too big and bureaucratic and removed from that, people are unable to behave in a ‘human’ way. People want to understand your personal situation and respond in a human way, but the system won’t allow them to. Chief Executives make decisions that end up being dehumanised.” Steve Hilton - Royal Society of the Arts Journal – 2015
  38. 38. Fun and A Li le Weirdness. “I believe that ge ing the culture right is the most important thing a company can do,” Tony Hsieh – Zappos, CEO
  39. 39. Our culture at True: Team spirited. Resourceful. Unafraid. Energising.
  40. 40. Increasingly, we see business challenges through the lens of customer journeys.
  41. 41. Journeys that map how people interact with companies and the companies interact with people across touch points.
  42. 42. AIRBNB JOURNEY BALANCING CHAOS AND ORDER
  43. 43. Back up. Know when sh*t can hit the fan. Get out of the way. Keep it real. Open up. KATIE DILL – O’REILLY CONFERENCE
  44. 44. 20% 43,189 Sessions that include a visit to a Beer category page 2:50 (2:02 average) Average dwell time of Beer sessions 5.5% (12.8% average) Beer sessions that include a use of a finder 2.4% (6.8% average) Beer sessions that include a pub site visit
  45. 45. Exposure hours. The number of hours each team member is exposed directly to real users correlates to improvements we see in the designs that team produces. Jared Spool - UIE
  46. 46. Offers Price Scarcity Convenience Reviews Explore beersWhere they startTriggers Fuller’s Experience Map ThinkingDoingTouchpoints Word5of5mouth Talking5to5bar5man Fes@vals5/5Events See5promo@on5/5offer Supermarkets Influencers Find5a5type5of5beer Ask5a5colleague By5brand5/5category See5what’s5on5offer Search5online5for5informa@on Google PPC Word5of5mouth Print Local5pub Supermarket “I learn about new beers from bar man, friends and seeing offers” 2Word5of5mouth Adver@sing Pub Promo@ons5/5offers Social MySupermarket Beer5&5Wine5Hobby Fine5Ale5Club What5type5do5I5like? What’s5similar? Beer5reviews Beer5aggregators Event Search5for5beer5name Find5what’s5on5offer What's5around5me5(loca@on) Ask5bar5man Find5beer5details5e.g.5taste Where5can5I5get5it Find5a5brewery5tour Youtube Blogs5 Brewer5sites Beer5hobbyist5sites Reviews Fine5Ale5Club Online5supermarkets Google at multiple points Find beer(s) Back to Google to research beer Type5I5like Taste,5flavour,5story Brand Reviews Similar5to5what5I5like? Something5new? Ingredients Where5to5buy Supermarket Pub Online Click5and5collect “The%online%stor are%expensive” 1 O Opportunity P Pain5point S Signature5moment5for5brandKey 6 3 Selection mIs this the right one? “I’m5interested5 in5the5detail5of5 brewing” 1 Beer lover 4 Goal: Improve beer consideration and p “I5tend5to5buy5b supermarkets” Where can I get it? 2 “I don’t often search for pubs online” “I’m not interested in mainstream pubs” “Will5my5 friends5like5 it?” Media PPC Reviews5&5Forums Industry5sites5e.g.5Honest5Brewery Word5of5mouth Pub Beer5aggregators Trends5e.g.5craX5beer Reviews Forums Industry5sites5like5Honest5brew Pub5Y5barman Beer5aggregators Word5of5mouth Adver@sing Online Promo@ons5/5offers Social MySupermarket Beer5&5Wine5Hobby Fine5Ale5Club Feeling Unsure Open5minded Excited Excited Uncertain Interested Overwhelmed5by5choice Curious An@cipa@on Looking5for5conv Price5sensi@ve Unsure 3 Media activity Content idea Curset projects Adver@sing Promo@ons5/5offers Supermarkets 1 Local5content5e.g.5O2 “The5online5stores5 are5expensive” Redesign5naviga@on Category5page Beer5page Find and compare Geang5closer Excited Curious Reviews Industry5blogs5 Words5of5mouth Supermarkets Pub Beer5hobbiest5sites Fuller’s.co.uk Beer5Advocate RateBeer.com Brand5heritage Social Word5of5mouth Barman 5 Heritage5content5 Beers5that5reflect5you Food5pairing Brand5/5heritage5 Links5to5John's5posts 6 Supermarket Local5pub Online5stores Buy 7 Find5your5neare Shopify5store Create5a5case Adver@sing Promo@ons5/5offers Supermarkets
  47. 47. Unsure Doubtful Lazy Resourceful Impatient Rely on others Unpredictable Offline
  48. 48. Maps make optimisation a more meaningful task.
  49. 49. Bring insight to life Spot opportunities and challenges Show digital as a slice across your company Build shared understanding
  50. 50. High impact companies bridge the human- digital divide.
  51. 51. Design across the journey. Find human insight. With people who get it. Accept it’s never done.
  52. 52. There’s no silver bullet. Just ongoing commitment to observation, insight and improvement.
  53. 53. “The more complex and technological everyday life becomes, the more human your brand needs to be.” Ukonwa Ojo of Durex in Marketing Week The future of brands: as technology proliferates, humanity prevails
  54. 54. @alancolville

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