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. Alan Colville, Head of Customer Experience @alancolville
- 2. To invent our clients’ digital future, with work that inspires both them and us.
- 3. Our clients
- 6. 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?
- 7. 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
- 8. $13 billion
- 9. “High impact companies bridge the digital divide.” Leah Buley – Modern UX Organisation – Principle Analyst, Forrester
- 10. “What types of products does your team work on? Digital Divide
- 12. For most of us, it seems like everything is changing.
- 14. 20% more touch points annually. Source: McKinsey 2015
- 15. “Business as we know it has changed”
- 16. Brands less relevant - increased chance of abandonment.
- 17. Seems like we’re becoming more reliant on technology.
- 18. “People change the device they are using at home 21 times an hour on average”
- 19. People check their phones on average 90 times a day in UK. That’s 300 billion times world wide annually. Econsultancy Trends 2015
- 20. The customer journey is becoming more erratic.
- 21. Two-thirds of companies say their priority ‘is for all key marketing activities to be integrated across channels.’ eConsultancy - 2014
- 22. But only half said they ‘understand customer journeys and adapt the channel mix accordingly’. eConsultancy - 2014
- 23. 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
- 24. In short, they are human.
- 25. “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
- 26. Highest search term 2015: “What is love?”
- 27. 11-12 intimate contacts 150 social contacts 500 – 1,500 weak ties Same circle of intimate friends Dr Cameron Marlow – Sociologist – The Dunbar number
- 28. “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
- 29. Return to real
- 31. Value of human insight
- 32. When a ention is expensive, human intention becomes currency.
- 33. So what does this mean for companies in our digital age?
- 34. ‘Two-thirds of companies accept that organisational structure is the biggest barrier to customer experience.’ eConsultancy 2015
- 35. Way you are structured: Digital is a slice across your business.
- 36. Type of work you do: UX not digital only.
- 37. Your approach to research: Golden age of ethnography.
- 38. Your people and culture: Value of empathy. Collaborative leaders.
- 39. “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
- 40. 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
- 41. Our culture at True: Team spirited. Resourceful. Unafraid. Energising.
- 42. Increasingly, we see business challenges through the lens of customer journeys.
- 43. Journeys that map how people interact with companies and the companies interact with people across touch points.
- 44. AIRBNB JOURNEY BALANCING CHAOS AND ORDER
- 45. 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
- 48. 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
- 49. 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
- 51. 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
- 53. Maps make optimisation a more meaningful task.
- 54. Bring insight to life Spot opportunities and challenges Show digital as a slice across your company Build shared understanding
- 55. High impact companies bridge the human- digital divide.
- 56. Design across the journey. Find human insight. With people who get it. Accept it’s never done.
- 57. There’s no silver bullet. Just ongoing commitment to observation, insight and improvement.
- 58. “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
- 59. @alancolville
Notas del editor
- Our ambition and vision
- Cover IPA in talk?
- I’m here to talk about
- I’ve got three simple questions for you
- Three simple, golden questions that determine whether your organisation is outdated, progressive of a modern CX company.
- There’s big money going into companies that can put customer experience into the heart of their biusiness
- Leah made the point that
- She described this happening by people not just thinking about channels but also having people that envision end-to-end journeys. She found that companies who cross the divide are more effective Zip car have a role called envisioners, who look across the journey, but critically they also have channel specialists Leah highlights something that has been clear to me for some time – one person can’t do all this.
- What about the rest of us for whom it seems everything is changing?
- Our ambition and vision
- Our ambition and vision
- Get people to sign in Or invest in proprietary enterprise solution to tracking. Not to mention privacy concerns
- Tied to screens, perhaps against our will at times
- Our ambition and vision
- Get people to sign in Or invest in proprietary enterprise solution to tracking. Not to mention privacy concerns
- Get people to sign in Or invest in proprietary enterprise solution to tracking. Not to mention privacy concerns
- Think about the human flaw you’re looking to address?
- Our ambition and vision
- When you strip away the technology, people are still the same Why, because we’re human and the Dunbar number applies The human brain allows stable networks of 148
- People still see the world through the lens of stories. Twelve types of stories which we’ve used for thousands of years. Because brands are human
- A return to real – resurgence of human Perhaps we are tied to our screens against our will at times Old fashioned values Companies with a purpose, who connect with people on a deeper level
- Making digital technology more human ¾ of millenials do online research before they buy – Suto understands this behaviour and does the research for you – Asksuto.com and ask the cute little bot and you decide how you move the conversation forward, What’s app for instance More human friendly = a stronger signal Fastest 1 billion company valuation in history
- Big business are seeing the value in human insight and UX
- Our ambition and vision
- Get people to sign in Or invest in proprietary enterprise solution to tracking. Not to mention privacy concerns
- Causing challenges for others more traditional businesses
- Work you do
- Work you do
- Marketing people probably understand this best of all. They work across teams building the brand and UX For customer but organisational complexity & structure can be suffocating
- They way you do it
- That’s the way we plan – with journeys
- How to bring order to the chaos? Start by knowing the journeys people take Pull together into a customer journey
- Not just a design tool, but a way of creating a shared vision for the business
- Furniture village had lots of data They knew what, but not why? Enter Thinking Aloud Analysis 1-to-1 user testing with just 12 people from 25 to 70 Buying furniture is straightforward right?
- Forrester - Projects with personas can have a return on investment 4 times higher For Fuller’s it turned out to be about the beer lover, who wants premium, but is really resourceful at finding quality at the right price.
- Do it together – that’s the important bit Start with insight Look for human insight like pain points Understand your employees and organisations role in the journey
- You can’t change the whole journey, maps help you know where to focus your effort
- We want to change
- That’s the way we plan – with journeys
- The customer journeys is the responsibility of all of us, not just UX Not just about design, but about staffing and its about people Cuts to the very heart of your business
- We want to change
- People having 20% less sex than in 2000. Our mobiles are to blame. Durex look at human behaviour Then made a film alerting people to the fact that there was now a way their mobile phone could improve their sex lives. How? By turning it off Used the very technology that was the problem as the message for the solution