Make Design A First Class Citizen To Ensure Analytics Success

CTO, SiteworxMIKE GILPIN

November 2-5 | Chicago, IL

THE ONLY THING THAT MATTERSEXPERIENCE

She is the reason your Digital strategy has to move so

quickly…

We believe that experience is the single most important thing when it comes to creating loyal customers that will spend more and tell their friends about you.

Everything is delivered as

a service

Services are defined

by the experience

Experiences are

measured with

emotions

In a transaction-based business,

customers who had the best past

experiences spend 140% more than

those that who had the poorest experiences

All businesses are valued by the experiences they deliver to people – it’s an emotion.

But services are particularly impacted by experience – directly influencing the lifetime value of a customer.

In services businesses, a good experience

improves the chances of retaining a

customer beyond the first year from 43% to

74%, and the best experience creates a

customer for 7 years.

Prototyping and iteration helps designers maximize the emotional response

Measurement and text analytics help brands monitor feedback and see common emotional themes

To achieve this, you need an effective experience platform that can optimize the customer experience

THE SITEWORX EXPERIENCE PLATFORMWeb VideoMobile IoT /

WearableStore Social Speech

Application Services (ERP, OMS, CRM)

Data and Content Management

Engagement Services

MarketingAutomation

Product InfoManagement

Marketing and Commerce Services

Data and Content Services

Collaboration

Optimization Search

Value Measurement

Translation Analytics

Expe

rien

ce P

latf

orm

DynamicExperienc

e

Social/Brand

Awareness

APIs

Ad / DemandSide Platforms

BI / DataVisualization

Recommend.

Engines

Messaging(incl. e-Mail)

Commerce

API’S AND DATA MATTER TOOCustomers, Patients, Partners, & Employees

Interaction data (incl. analytics) & events

TOUCH POINTSMobile Web Store/branch Call center Partner

Product, sales, & service data

YOUR API & SERVICE PORTFOLIOYour APIs & services Partner APIs & services Public APIs & services

ALL YOUR DATA

Core systems BI / analytics Predictive analyticsCore system data Data warehouses Big Data

WHAT WOULD THAT REVEAL ABOUT THE DESIGN OF YOUR APIS AND DATA?

PULLING BACK THE CURTAIN

“In most people's vocabularies, design means veneer. It's interior decorating.

It's the fabric of the curtains or the sofa. But to me, nothing could be

further from the meaning of design. Design is the fundamental soul of a human-made creation that ends up

expressing itself in successive outer layers of the product or service.”

-Steve Jobs

Practice matures as measurement enables innovation to move to repeatable practice

Disciples spawn offshoots, chaos ensues as offshoots compete – with little measurement or proof of superiority

Guru innovates – based on their deep background in strategy & design

EXPERIENCE DESIGN EVOLVES…

The three stages of maturity of design innovation1

2

3

THE DESIGN INNOVATION CYCLETeam

observes, forms

hypotheses, designs

experiments

Conduct experiments,

gather measurements

Inform design with

measurements and experiment

outcomes

Implement design with embedded continuous optimization

measurement

Monitor ongoing

measurements and consumer

behavior

Evolving customer behavior

Evolving design

best practices

Team makes proven design

approaches repeatable

DESIGN IN THREE DIMENSIONS Design experts usually

specialize in 1-2 of the three domains

Knit the three dimensions together around the customer

A product manager is

often best placed to orchestrate the three dimensions of design into a cohesive experience

Inventory Management

Optimize Retail

Assortments

Share Local Store

Inventory

Optimize for Same Day Delivery

FOCUS DESIGNS AROUND BUSINESS CAPABILITIES

MANAGE INNOVATION ON TWO LEVELS

Evolve experiences via continuous delivery from Sprints

Evolve capabilities via API & Data “releases” within managed portfolio

INFORMATION MODELS GROWING MORE DYNAMIC

More dynamic Less dynamic

Physical Models

Use Cases

Logical Models

SQL DBMS

Data Warehouse

Messaging& APIs

NoSQLDBMS

Big Data & Streaming

Enterprise Data Designs

Domain DataDesigns

Service/API Models

Agile Team Models

“Discovered” Models

B2B Integration

EnterpriseIntegration, Reporting

Mobile App Development

Self-Service BI

Advanced Analytics

Seed teams with designs

Periodically harvest model metadata for designs

TOOLS EVOLVING TO SUPPORT DYNAMIC MODELS

Models are increasingly focused on Data-In-Motion:•JSON Schema• Swagger – API contracts expressed in

JSON & JSON Schema• Avro – also based on JSON, best for Big

Data. Supports:Schema evolutionBinary payloadsPersistent or streaming (API) use

casesSchema stored with (or passed with)

data

And at scale, you need a way to

manage all this metadata with a

cohesive structure, aligned with your

business capabilities.

BUT WHAT ABOUT NOSQL?NoSQL databases are not truly “schema-less”:• There is at least an implicit schema (known to your code)•APIs make schemas more important for interoperability•Consumer-driven contracts enable flexibility, model conforms to needs “at the edge”• Edge oriented API patterns (like Netflix) echo the hub-and-spoke integration patterns of the past

API PORTALS SHOW HOW TO STRUCTURE• Capital One internal API portal structured by Business Capability• Enhances Discoverability• APIs & Data resources discovered this way make sense to business stakeholders, designers

API LAYERS SHOULD HAVE A MODEL, TOO• BP oilfield equipment IoT Big Data made more useful by DV based API layer with coherent model• Allstate policy services model basis for Big Data hub for policy analytics• Anthem simplifying integration of acquisitions with coherent models across multiple API domains

Model Business Capabilities To Shape Strategy

Link APIs & Data To Business CapabilitiesPlan Product Roadmap For Agile Delivery

Deliver Experience Innovation Continuously

YOUR DIGITAL STRATEGY DRIVES YOUR DESIGN APPROACH

ABOUT SITEWORXOUR COMPANYWe exist to help brands Forge Genuine Connections with their

OUR EXPERTISEMore than a decade of expertise providing consulting, design, implementation, managed services, and support for virtually every relevant digital experience platform and solution.

OUR METHOD

THANK YOU