mobile and the changing face of retail

THE  FUTURE  OF  MOBILE  RETAILTowards  mul,-­‐device  retail  strategiesDr  Rod  Farmer  (@rodfarmer),  Melbourne  Spring  Fashion  Week  Business  Series.  September  5,  2012

WHAT  I’D  LIKE  FROMTODAY  ...

- Get  you  thinking  about  “mobility”  rather  than  “mobile”- Crea,ng  a  truly  effec,ve  mobility  strategy- What’s  around  the  corner  ...  but  here  now- Leave  you  with  a  few  Monday  morning  ac,on  items

FOLLOW  ME  ONTWITTER

@rodfarmer

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About  meThe  old  and  the  new

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MOBILE  STRATEGYAND  UX  GUY(10+  YEARS)

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MY  OLD  COMPANY

MOBILE  EXPERIENCE-­‐  RESEARCH-­‐  STRATEGY-­‐  DESIGN

BASED  IN  SYDNEYFOR  5  YEARS

RECENTLY  RETURNEDTO  MELBOURNE

SYDNEY  MIGHT  HAVETHE  HARBOURBUT  WE  HAVE  ...

I  MIGHT  NEED  TO  FINDONE  OF  THESE

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thinking  365not  just  360Visual  Jazz  IsobarDirector  of  User  Experience

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WHO  AREWE  NOW?

a modern communications agency

of 3,000+ people in 48 offices

across 31 markets

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GLOBAL  NETWORK

2011  AGENCY  OF  THE  YEAR

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Digital AgencyOf the Year 2011

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SOME  OF  OUR  AUSTRALIAN  CLIENTS

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Why  mobile  maVersA  liale  scene  sebng

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AMAZONMOBILE

$1  Billion

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MOBILE  RETAIL?

$1.3  Trillion2017

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SMARTPHONE  PENETRATION

65-­‐90%2012-­‐2015

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MOBILE  USAGEIN  AUSTRALIA

~70%Access  the  internet  mul,ple  ,mes  

per  day  on  their  mobile  phone

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TABLETPENETRATION

80%2016

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iPAD  BUYER  DEMOGRAPHIC

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WHAT  DO  WE  DO?  VsMOBILE?

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MOBILE  #1  EXCEPT  PURCHASING

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MOBILE  IS  A  CRITICAL  INFLUENCER

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VERY  SPECIFICINFLUENCINGCYCLES

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WHERE?80%  DOWNTIME

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WHERE?73%  COMMUTE

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WHERE?62%  WHILSTWATCHINGTV

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WHERE?63%  WHILSTSHOPPING!!

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NICHE?  NO  WAYMOBILE  FIRST!

There  are  roughly  6  Billion  ac,ve  mobile  handsets  in  the  world  today.  Australia  is  the  3rd  most  advanced  mobile  market.

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Mobile  or  mobility?An  increasingly  important  dis,nc,on

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LET’S  CONSIDER  MOBILE  ...

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IS  THIS  BEING  MOBILE?

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IS  THIS  BEING  MOBILE?

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IS  THIS  BEING  MOBILE?

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IS  THIS  BEING  MOBILE?

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SO,  IS  THISBEING  MOBILE?

MULTISCREEN EXPERIENCEPRINCIPLES AND PATTERNS FOR MANAGING INFORMATION IN THE DIGITAL SOCIETY

Coherence

Information is displayed and used in a manner that is device and screen independent, logical, and coherent. Individual features are optimised for device capabilities and form of use.

Device Shifting

The display of information or content is shifted to a separate device by the user. The display is switched between the screens involved.

Synchronisation

Information is kept in sync and up-to-date across devices.

Complementarity

Devices influence, control and complement both each other and the information displayed on the screens.

Screen Sharing

The display of information or an information source is extended and distributed across multiple screens.

MASTER’S THESIS

Summer Semester 2011 Master of Arts (M.A.) Communication Planning and DesignHochschule für Gestaltung Schwäbisch GmündUniversity of Applied SciencesStudents: Valentin Fischer | Wolfram NagelSupervising tutors: Prof. Ulrich Schendzielorz | Prof. Steffen Süpple

team@multiscreen-experience.comwww.multiscreen-experience.comwww.valentinfischer.com | www.wolframnagel.com

Simultaneity

Different devices or information services are used simultaneously. Different pieces of information may complement one another.

MULTISCREEN PATTERNS CONCEPT PATTERNS

Hildegard BraunDigital Outsider

Lukas SchmitzTrend User

Inge BehrendCasual User

Chris KuligTrend User

Ulrike MeißnerCasual User

Björn HohmannDigital Professional

Marc LüttichDigital Avant Garde

Seamless Interaction

The interaction with an application or information service needs to be logical and seamless across devices.

Storyfication

Telling the story of a product or service across different media creates a uniform user experience across devices which may increase the users' identification with and understanding of the product.

Mobile First

Because of the increasing importance of mobile devices it is advisable to concentrate on the most important device first. The smallest screen forces a meaningful structure of information.

Context Relevance

The information offered needs to suit the situation, environment, user, device and context of use. In short: the right information at the right time.

Gamification

The integration of game mechanics into a product simulates a competitive environment. The game factor can motivate people if it is fun, challenging, provides relevant goals, and if participation remains the choice of the user.

Adaptability

The flexibility of adapting layout and content to the features and capabilities of different devices makes it easier to manage information across devices. Fundamentally information needs to be accessible on the relevant devices.

Extensibility

An information service needs to be flexibly extensible and able to adapt to changing requirements (forward compatibility).

Communification

Social networking and creating a community can make an information service more attractive for the users. A service can be improved through possibilities for users to create, share, rate, and comment on content.

Fluidity

Information services need to fit into the context of use and offer a fluid and consistent user experience across devices.

PERSONAS IN THE DIGITAL SOCIETY CONTEXT OF USE

Silvia NolteProfessional User

Private

A private environment and generally all private situations are not accessible to outsiders or strangers.

In the digital age, more than before, information needs to be simultaneously relevant and tangible. It needs to be fun and quickly graspable. The Masters dissertation looked at cross device information and interaction scenarios that may support the communication and exchange of information in the future digital society. We investigated how information can be captured and processed across different media and how we can enable people to gain the easiest possible access to digital services.

The Multiscreen Experience Toolkit offers patterns, principles and definitions that are relevant to multiscreen projects and information management in the digital society. These recommendations and ideas (they are not bullet proof recipes!) aim to support the creation of fluid multiscreen experiences. We look at the four most important screens (smartphone, tablet PC, laptop and TV), describe the potential users, recommend various conceptional approaches and explain the different parameters for the context of use.

There are various possibilities to combine multiple screens, devices, content, and interfaces. In the following we are going to introduce six patterns which are largely based on the differentiation and definitions by Precious Design Studio.

The following eight personas are based on the study "D21 – Die Digitale Gesellschaft" and focus on the topics of aptitude towards media, device usage, context of use, and user requirements. They aim to support the design of multiscreen concepts and may be adapted according to the relevant project needs.

The following patterns are recommendations (not recipes) based on established design solutions, user interfaces and UI design patterns or general conceptional approaches and essays from the area of interaction and information design. Depending on the project they should be checked for sensibility and usefulness. The different concept patterns may be combined.

The context in which an information service is used is not only determined by the device used; other parameters are the mode of use, situation and environment. The mobile context of use (not to be confused with mobile situation) is a special case. It may occur always and everywhere.

WWW.MULTISCREEN-EXPERIENCE.COM

Work place

The work place largely has no or only limited accessibility to outside persons and strangers.

Public Space

The public space is generally accessible to everybody. Everyone can participate in a situation. It is not private.

In transit

Whenever you are moving between two places you are in transit (change of location from A to B).

Lean Back

In Lean Back mode the user is predominantly relaxed and passive. The interaction with the device is intermittent, temporary and not sustained.

Mobile

In transit the preferred devices are small, handy and mobile. The duration of mobile device use is relatively short and intermittent. A mobile situation occurs on the go, between start and finish of a change of location.

Lean Forward

In Lean Forward mode the user acts predominantly concentrated and active. Their interaction with the device is largely uninterrupted and sustained.

Stationary

The use of devices or the situation respectively are bound to a stationary location.

M

ODE

OF USE

SITUATION

ENVIRONMENT

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THIS  DEVICE  IS  JUST  A  LENS

The  average  Australian  consumer  today  is  already  mul,-­‐channel,  typically  ci,ng  the  use  or  influence  of  3  or  more  digital  channels  during  a  retail  purchasing  ac,vity.

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CONNECTEDCONSUMERS

In  the  US,  UK  and  Australia,  >  70%  of  people  with  a  tablet  own  mul,ple  connected  devices  and  ac,vity  sync/share  content  and  media

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A  FUNDAMENTAL  SHIFT

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RETAIL  WAS  A  DESTINATION

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ITS  ROLE  WASDISTRIBUTION

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NOW:  CUSTOMER  IS  THE  DESTINATION.  DIGITALIS  THE  DISTRIBUTION

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WE  NEED  COMPELLING  STORIES

Retails  just  can’t  be  about  the  product,the  packing,  or  even  the  technology.  How  can  we  engage  the  customer  across  devices,  loca,ons  and  contexts?

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RETAIL  AS  EXPERIENCE  HUB:STORY  BEGINSNOT  ENDS

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SO  WHAT’S  THE  NEW  FOCUSFOR  RETAIL?

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EXPERIENCE  OVERPRODUCT

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EXPERIENCE  OVERPRODUCT

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EXPERIENCE  OVERPRODUCT

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EXPERIENCE  OVERPRODUCT

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EXPERIENCE  OVERPRODUCT

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EXPERIENCE  OVERPRODUCT

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EXPERIENCE  OVERPRODUCT

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EXPERIENCE  ECONOMY

“As  goods  and  services  become  commodi,sed,  the  customer  experiences  that  companies  create  will  maaer  most.”  Pine.

Value  =  (Delighters  -­‐  Detractors)  /  Cost

Experience Map for Rail Europe | August 2011

STAGES

DOING

FEELING

Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel

EXPERIENCE

Rail Europe Experience Map

Kayak, compare

airfare

Google searches

Research hotels

Talk with friends

Relevance of Rail Europe

Enjoyability

Helpfulness of Rail Europe

Paper tickets arrive in mail

• I’m excited to go to Europe! • Will I be able to see everything I can?• What if I can’t afford this?• I don’t want to make the wrong choice.

• It’s hard to trust Trip Advisor. Everyone is so negative.

• Keeping track of all the different products is confusing.

• Am I sure this is the trip I want to take?

• Website experience is easy and friendly!• Frustrated to not know sooner about which

tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time.

• Stressed that I’m about to leave the country and Rail Europe won’t answer the phone.

• Frustrated that Rail Europe won’t ship tickets to Europe.

• Happy to receive my tickets in the mail!

• I am feeling vulnerable to be in an unknown place in the middle of the night.

• Stressed that the train won’t arrive on time for my connection.

• Meeting people who want to show us around is fun, serendipitous, and special.

• Excited to share my vacation story with my friends.

• A bit annoyed to be dealing with ticket refund issues when I just got home.

View maps

Arrange travel

Blogs & Travel sites

Plan with interactive map

Review fares

Select pass(es)

Enter trips Confirm itinerary

Delivery options

Payment options

Review & confirm

Map itinerary(finding pass)

Destination pages

May call if difficulties

occur

E-ticket Print at Station

Web

raileurope.com

Wait for paper tickets to arriveResearch destinations, routes and products

Live chat for questions

Activities, unexpected changes

Change plans

Check ticket status

Print e-tickets at home

web/apps

Look up timetables

Plan/confirm activities

Web

Share photos

Share experience (reviews)

Request refunds

Follow-up on refunds for booking changes

Share experience

Buy additional tickets

Look up time tables

Opportunities

Guiding Principles

Customer Journey

Information sources

RAIL EUROPE

THINKING

• What is the easiest way to get around Europe?• Where do I want to go?• How much time should I/we spend in each

place for site seeing and activities?

• I want to get the best price, but I’m willing to pay a little more for first class.

• How much will my whole trip cost me? What are my trade-offs?

• Are there other activities I can add to my plan?

• Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping?

• Rail Europe is not answering the phone. How else can I get my question answered?

• Do I have everything I need?• Rail Europe website was easy and friendly, but

when an issue came up, I couldn’t get help.• What will I do if my tickets don’t arrive in time?

• I just figured we could grab a train but there are not more trains. What can we do now?

• Am I on the right train? If not, what next?• I want to make more travel plans. How do I

do that?

• Trying to return ticket I was not able to use. Not sure if I’ll get a refund or not.

• People are going to love these photos!• Next time, we will explore routes and availability

more carefully.

Ongoing, non-linear

Linear process

Non-linear, but time based

Communicate a clear value proposition.

STAGE: Initial visit

Connect planning, shopping and booking on the web.

STAGES: Planning, Shopping, Booking

Arm customers with information for making decisions.

STAGES: Shopping, Booking

Improve the paper ticket experience.

STAGES: Post-Booking, Travel, Post-Travel

Make your customers into better, more savvy travelers.

STAGES: Global

Proactively help people deal with change.

STAGES: Post-Booking, Traveling

Support people in creating their own solutions.

STAGES: Global

Visualize the trip for planning and booking.

STAGES: Planning, Shopping

Enable people to plan over time.

STAGES: Planning, Shopping

Engage in social media with explicit purposes.

STAGES: Global

Communicate status clearly at all times.

STAGES: Post-Booking, Post Travel

Accommodate planning and booking in Europe too.

STAGE: Traveling

Aggregate shipping with a reasonable timeline.

STAGE: Booking

Help people get the help they need.

STAGES: Global

GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL

Relevance of Rail Europe

Enjoyability

Helpfulness of Rail Europe

Relevance of Rail Europe

Enjoyability

Helpfulness of Rail Europe

Relevance of Rail Europe

Enjoyability

Helpfulness of Rail Europe

Relevance of Rail Europe

Enjoyability

Helpfulness of Rail Europe

Relevance of Rail Europe

Enjoyability

Helpfulness of Rail Europe

Mail tickets for refund

Get stamp for refund

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EXPERIENCE  MAPPING

Mobile  retail  isn’t  about  having  an  app.  Mobile  retail  is  about  understanding  how  people  have  a  conknuous  experience  whilst  shopping.

Mobile  retail  is  about  conneckng  the  customers  buying  experience  ....

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CONTINUOUS  EXPERIENCES

The  set  of  ackvikes  from  a  user’s  perspec,ve  that  delivers  a  series  of  consistent  and  meaningful  interackons  across  devices,  and  whose  design  is  true  to  each  device,  context  and  usage.

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Need  some  inspirakon?Who’s  doing  what,  right  now?

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SHIFT  #1MOBILE  MONITORING

-­‐  Modelling  shopper  movement-­‐  Customer  ‘hang’  ,me-­‐  Product  category  engagement-­‐  Store  visita,on  coverage-­‐  Mul,-­‐channel  campaign  effec,veness-­‐  Dynamic  personal  offers  and  loyalty  rewards-­‐  Geofencing

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SHIFT  #2MOBILE  WALLETS

To  watch:  Passbook  +  NFC300+  million  ackve  credit  cards

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SHIFT  #3MOBILISED  FLOWS

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SHIFT  #4LOCATIONBASED

Driving  people  into  Macy’sShopkick  contributed  $110  Million

-­‐  TV  advert  integra,on-­‐  Loca,on-­‐based  deals-­‐  Barcode/QR  code  integra,on-­‐  Visita,on/loca,on  rewards-­‐  Coupons-­‐  Personalised  deals

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SHIFT  #5FROM  REWARDSTO  PURCHASE

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SHIFT  #6CURATION  AND  LOCAL  DISCOVERY

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SHIFT  #6CURATION  AND  LOCAL  DISCOVERY

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OPPORTUNITY:PERFECT  STORM?

PINTEREST  +  WANELO  +  PAYPAL  HERE(CURATED  +  LOCATED  +  DISCOUNTED  +  EFFORTLESS)

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What  can  I  do  now?Here  are  some  quick  win  ac,vi,es

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CREATE  ANEXPERIENCE

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WI-­‐FI  CAMPING

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RAPID  MOBILISATION

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AND  IF  ALL  THISSEEMS  TOO  MUCH?

ROD  FARMERDIRECTOR,  USER  EXPERIENCEVISUAL  JAZZ  ISOBARWWW.VISUALJAZZ.COM.AU

T:      @RODFARMERE:      RFARMER@VISUALJAZZ.COM.AUM:  +61  433  13  13  34L:      WWW.LINKEDIN.COM/IN/RODFARMER

THANK  YOU