Upload
precedent
View
109
Download
1
Embed Size (px)
Citation preview
SHARING SUCCESS:THE ANATOMY OF A DIGITAL PROJECT
Cory HughesDIGITAL EXPERIENCE DIRECTOR
Estyn JonesUX CONSULTANT
PART ONE:PRINCIPLES
@precedentcomms #precsem
WHAT IS DIGITAL?
@precedentcomms #precsem
WHAT IS DIGITAL?IN-HOUSE:– Websites– Tablet & mobile– Social profiles– Blogs & articles
EXTERNAL:– Content
syndication– SEO & SEM– Social marketing– Online campaigns
PHYSICAL:– Digital signage– Digital kiosk– Virtual guide– Virtual host
@precedentcomms #precsem
WHERE DO I START?:
@precedentcomms #precsem
DEFININGDIGITALTRANSFORMATION
LOTRANSFORMATION
EVERYONEES@precedentcomms #precsem
Evolving an organisation’s ways of working in order to continue delivering its mission in the face of changing technology, competition, audience need and behaviour.
@precedentcomms #precsem
MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.”
@precedentcomms #precsem
@precedentcomms #precsem
26 YEARS+100 EXPERTS IN DESIGN, TECH, STRATEGY & UX 6 LOCATIONS
PRECEDENT.COM@precedentcomms #precsem
DIGITAL STRATEGYWEBSITES, TABLET & MOBILEDIGITAL TRANSFORMATION
PRECEDENT.COM@precedentcomms #precsem
WHERE DO I START?:SIX GLOBALTRENDS
@precedentcomms #precsem
Generation Z don’t want what came before them.1
47% of all jobs will disappear over the next 20 years.2
‘Global’ is achievable and everyone’s a jetsetter.3
We experience life through our devices.4
We’re about to be blindsided by climate change.5
Local, bespoke & personalised are the new Big Business.6
WHERE DO I START?:3 STEPS TOSUCCESS
@precedentcomms #precsem
THINK BIGSTART SMALLACT QUICKLYMAKE THE MISSION MEANINGFUL FOR YOUR STAFF AND FOR YOUR CUSTOMERS
“To organise the world’s information and make it universally accessible.”
@precedentcomms #precsem
“Transportation as reliable as running water, everywhere, for everyone
@precedentcomms #precsem
“Help create a world where you can belong anywhere.”
@precedentcomms #precsem
“To be the earth’s most customer-centric company.”
@precedentcomms #precsem
BH AG
@precedentcomms #precsem
BIGHAIRY AUDACIOUS GOAL
@precedentcomms #precsem
“To organise the world’s information and make it universally accessible.”
@precedentcomms #precsem
THINK BIGSTART SMALLACT QUICKLYDESIGN ITERATIVELY TO VALIDATE THE CASE FOR WIDER DIGITAL TRANSFORMATION.
“To organise the world’s information and make it universally accessible.”
@lindzeiy @precedentcomms #precsem
“A complex system that works is invariably found to have evolved from a simple system that worked.
@precedentcomms #precsem
“The inverse proposition also appears to be true; a complex system designed from scratch never works and cannot be made to work. You have to start over, beginning with a simple system.”
- John Gall, Systems Therorist
“… the inverse proposition also appears to be true; a complex system designed from scratch never works and cannot be made to work. You have to start over, beginning with a simple system.”
- John Gall, Systems Therorist
THINK BIGSTART SMALLACT QUICKLYIN-FLIGHT OPTIMSATION TO CREATE MOMENTUM THAT IS DRIVEN BY AWARENESS
“When the facts change, I change my mind. What do you do, sir?
@precedentcomms #precsem
- John Maynard Keynes
$1 BILLION IN 17 MINS
BEFORE YOUSTART
@precedentcomms #precsem
8 Pillars of Innovation1. Have a mission that matters2. Think big, start small3. Strive for continual innovation, not instant perfection4. Look for ideas everywhere5. Share everything6. Spark with imagination, fuel with data7. Be a platform8. Never fail to fail
- Susan Wojcicki, CEO of Youtube
@precedentcomms #precsem
START WHERE YOU ARE
THE ANATOMY OF A DIGITAL PROJECT:
DISCUSSION TIME:WHAT’S YOUR(& WHAT ARE THE BARRIERS?)B.H.A.G?
@precedentcomms #precsem
@precedentcomms #precsem
PART TWO:PRACTICE
THE ANATOMY OF A DIGITAL PROJECT
@precedentcomms #precsem
GETTING DOWN TO BUSINESSUNDERSTAND YOUR AUDIENCECRAFT THE EXPERIENCEMAKE IT A REALITYEVOLVE THE CONVERSATION
@precedentcomms #precsem
GETTING DOWN TO BUSINESS
@precedentcomms #precsem
GETTING DOWN TO BUSINESS
o Getting underneath your organisation’s drivers and objectives
o Identifying what is truly achievable
o Acknowledging and understanding any existing constraints
@precedentcomms #precsem
GETTING DOWN TO BUSINESS: TOOLS
o Digital SWOT analysis
o Expert reviews
o Stakeholder maps and RACI matrices
@precedentcomms #precsem
University of Sussex
To define a digital vision for the University; to ensure that this is embedded in University strategy, and to help assess what people, systems and processes are necessary to deliver this vision.
University of Aberdeen
University of Aberdeen
GETTING DOWN TO BUSINESS
o Develops a value-focussed business roadmap
o Optimises investment with clear measures
o Provides identification of competitive advantage
@precedentcomms #precsem
UNDERSTAND YOUR AUDIENCE
@precedentcomms #precsem
UNDERSTAND YOURAUDIENCE
o Solves real problems and identifies low-hanging fruit
o Discovers a user’s scenarios, emotional state and environment at key touchpoints with you
o Removes reliance from outdated demographics e.g. ‘young people’
@precedentcomms #precsem
UNDERSTAND YOURAUDIENCE: TOOLS
o ‘3 dot’ audience prioritisation
o Qual and quant research techniques: surveys, interviews, focus groups, contextual observations
o Persona development (critical tasks and pain points)
@precedentcomms #precsem
UNDERSTAND YOURAUDIENCE
o Quantifies opportunities to deliver competitive advantage
o Provides real world examples for replicationacross the business
@precedentcomms #precsem
CRAFT THE EXPERIENCE
@precedentcomms #precsem
CRAFT THEEXPERIENCE
o Whole team approach – design, process and development
o Validate quickly with users directly
o Focuses on solving the right problem
@precedentcomms #precsem
CRAFT THEEXPERIENCE: TOOLS
o ‘Post-it note’ information architecture
o Lo-fi, paper and browser prototyping
o Refining and removing content
o Visual design flow and mood-boarding
@precedentcomms #precsem
CRAFT THEEXPERIENCE
o Reduces the risk of errors in final designand development
o Enables optimisation of customer experience without costly revisions
o Allows wider input to verify concept at an early stage
@precedentcomms #precsem
MAKE IT AREALITY
@precedentcomms #precsem
MAKE ITA REALITY
o Deciding what goes under the hood
o Considering integration points
o Investigating hosting platforms to boost performance
@precedentcomms #precsem
EVOLVE THECONVERSATION
@precedentcomms #precsem
EVOLVE THE CONVERSATION
o Deepening your ability to measure and monitor success
o Ensuring continuous improvement and senior buy-in
o Developing a fail-fast mentality to all digital initiatives
@precedentcomms #precsem
EVOLVE THE CONVERSATION: TOOLS
o Customer feedback surveys
o Continued program of user testing
o Competitor analysis and benchmarking
o Brand recognition and awareness surveys
@precedentcomms #precsem
Monash University
EVOLVE THE CONVERSATION
o Sustainable growth of customer acquisition and retention
o Deepened insight into customer needs, wantsand the purchase lifecycle
o Continued competitive advantage
@precedentcomms #precsem
GETTING DOWN TO BUSINESSUNDERSTAND YOUR AUDIENCECRAFT THE EXPERIENCEMAKE IT A REALITYEVOLVE THE CONVERSATION
@precedentcomms #precsem
BUT WHAT DOES IT ALL MEAN?
@precedentcomms #precsem
WHERE DO I START?:SIX GLOBALTRENDS
@precedentcomms #precsem
WHERE DO I START?:3 STEPS TOSUCCESS
@precedentcomms #precsem
BIGHAIRY AUDACIOUS GOAL
@precedentcomms #precsem
GETTING DOWN TO BUSINESSUNDERSTAND YOUR AUDIENCECRAFT THE EXPERIENCEMAKE IT A REALITYEVOLVE THE CONVERSATION
@precedentcomms #precsem
WANT TO LEARN MORE? UPCOMING EVENTS:
o 18th October: Advanced Digital Transformation roundtable
o 16th November: ‘Digital Anatomy’ seminar
o 30th November: Hartsquare’s TechSmart conference 2016
@precedentcomms #precsem
EARLY BIRD PASSES BY 30/09FURTHER 10% OFF EARLY BIRD RATE:PrecedentCustomerCode (1 ticket)PrecedentCustomer Code2 (2 tickets)
TECHSMARTNFP.COM
MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.”
@precedentcomms #precsem
QUESTIONS & THANK YOU.
@precedentcomms #precsem