ux strat usa: jon ashley and matt wakeman, "decision-making frameworks for omnichannel...
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1@JonAshley @ MCWakeman #UXSTRAT
DECISION-MAKING FRAMEWORKSIN OMNICHANNEL ROI
SEPTEMBER 15, 2016
@JonAshley @MCWakeman #UXSTRAT
2@JonAshley @ MCWakeman #UXSTRAT
WHO ARE WE?
Matt WakemanSenior Director, Analytics & Strategy
Jon AshleyManaging Director, Experience Design
@JonAshley @MCWakeman
3@JonAshley @ MCWakeman #UXSTRAT
THE OMNICHANNEL EVOLUTION – SINGLE CHANNEL
4@JonAshley @ MCWakeman #UXSTRAT
THE OMNICHANNEL EVOLUTION – MULTI-CHANNEL
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THE OMNICHANNEL EVOLUTION – CROSS-CHANNEL
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THE OMNICHANNEL EVOLUTION – OMNICHANNEL
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OMNICHANNEL CUSTOMER JOURNEYS ARE COMPLEX
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OMNICHANNEL RAISES MORE TECHNOLOGY QUESTIONS
?
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OMNICHANNEL JOURNEY – 4 STAGES
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4 MODELS TO SUPPORT THE OMNICHANNEL JOURNEY
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WHEN A DISASTER STRIKES WE WANT TO HELP
12@JonAshley @ MCWakeman #UXSTRAT
WHEN A DISASTER STRIKES WE WANT TO HELP
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WHEN A DISASTER STRIKES WE WANT TO HELP
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WHEN A DISASTER STRIKES WE WANT TO HELP
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WHEN A DISASTER STRIKES WE WANT TO HELP
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WHEN A DISASTER STRIKES WE WANT TO HELP
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WHEN A DISASTER STRIKES WE WANT TO HELP
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WHEN A DISASTER STRIKES WE WANT TO HELP
19@JonAshley @ MCWakeman #UXSTRAT
WHEN A DISASTER STRIKES WE WANT TO HELP
20@JonAshley @ MCWakeman #UXSTRAT
$96M+generated online in donations in 2 weeks during first natural disaster post launch
ThesitewasSandyproof!VPDigitalEngagement
21@JonAshley @ MCWakeman #UXSTRAT
4 MODELS TO SUPPORT THE OMNICHANNEL JOURNEY
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OMNICHANNEL ANECDOTE – MATT’S WIFE
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MAKEUP TO GO WITH A NEW DRESS
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25@JonAshley @ MCWakeman #UXSTRAT
MAKEUP TO GO WITH A NEW DRESS
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27@JonAshley @ MCWakeman #UXSTRAT
MAKEUP TO GO WITH A NEW DRESS
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29@JonAshley @ MCWakeman #UXSTRAT
MAKEUP TO GO WITH A NEW DRESS
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SEPHORA’S CHALLENGE: CHOOSE THE FIRST PLATFORM
VS VS
31@JonAshley @ MCWakeman #UXSTRAT
SEPHORA’S CHALLENGE: CHOOSE THE FIRST PLATFORM
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QUICK WINS COME FROM THE BOTTOM UP
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STRATEGY REQUIRES A TOP-DOWN APPROACH
34@JonAshley @ MCWakeman #UXSTRAT
SEPHORA’S CHALLENGE: CHOOSE THE FIRST PLATFORM
VS VS
35@JonAshley @ MCWakeman #UXSTRAT
STRATEGY REQUIRES A TOP-DOWN APPROACH
36@JonAshley @ MCWakeman #UXSTRAT
SEPHORA’S CHALLENGE: CHOOSE THE FIRST PLATFORM
VS VS
AGILITY
ROI
INSIGHT
RISK
STRATEGICSCORE
37@JonAshley @ MCWakeman #UXSTRAT
FRAMING STRATEGIC DECISIONS
WHAT IT MEANS WHAT TO COUNT HOW TO SCORE
AGILITYSpeedVariety
Flexibility
DivisionsCustomer Segments
Speed to market#, %, %+, weighting
ROI ValueImpact
Break-Even Point(Returns – Cost) / Cost
1st- and 2nd-OrderTime Horizon
INSIGHT SegmentationAnticipation
AudiencesOpportunities
SizeWeighted by size
Weighted by impact
RISK ConfidenceCertainty Potential Downside
Lost businessLost internal goodwill
Lost external reputation
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LOOK OUT FOR
ORDERS OFMAGNITUDE
STANDARDIZEDSCORES
39@JonAshley @ MCWakeman #UXSTRAT
WHEN A DISASTER STRIKES WE WANT TO HELP
40@JonAshley @ MCWakeman #UXSTRAT
4 MODELS TO SUPPORT THE OMNICHANNEL JOURNEY
41@JonAshley @ MCWakeman #UXSTRAT
WHEN A DISASTER STRIKES WE WANT TO HELP
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DECISION POINT – SUPPORTED BY INTENTIONAL DESIGN
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DONATION DECISION POINT – INTENTIONAL DESIGN
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DONATION DECISION POINT – INTENTIONAL DESIGN
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DONATION DECISION POINT – INTENTIONAL DESIGN
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OMNICHANNEL ANECDOTE – AUTOMOBILE NEEDS SERVICE
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PEP BOYS’ CHALLENGE
Do It Yourself = PARTS
Do It For Me = SERVICE
INDUSTRY SHIFT TO SERVICE
48@JonAshley @ MCWakeman #UXSTRAT
GET YOUR CAR SERVICED
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GET YOUR CAR SERVICED – CUSTOMER GOAL
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GET YOUR CAR SERVICED – STRATEGIC PLANNING
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GET YOUR CAR SERVICED – DECISION POINT
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GET YOUR CAR SERVICED – DECISION POINT
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GET YOUR CAR SERVICED – DECISION POINT
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GET YOUR CAR SERVICED – COMMITMENT
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COMMITMENT – MEASURED RESULT
INTENDED
MEA
SURE
D
FINDABILITY/USABILITYPROBLEM
MARKETING/PROMOTION orPERSUASIVEDESIGN ISSUE
FEATURE SET /FUNCTIONALITY
57@JonAshley @ MCWakeman #UXSTRAT
AUTOMOTIVE SERVICE – MEASURED RESULT
5% OF ALL VISITORS
VIEW CONTENT PAGESIN THEIR VISIT
ONLY
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70%
AUTOMOTIVE SERVICE – MEASURED RESULT
of content page viewers enter the site on content pages
30%of content page viewers find
content once already on the site
CONTENT NEEDS TO BEEASIER TO FIND
CONTENT IS RANKING WELL IN SEARCH & DRIVING TRAFFIC
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AUTOMOTIVE SERVICE – MEASURED RESULT
60@JonAshley @ MCWakeman #UXSTRAT
•Conversion from beginning of appointment flow to completion is up 60% post redesign
•Appointments made online areup 100% post redesign
•Revenue tendered is up 83%
– Meaning people actually showed up paid for the completed service
AUTOMOTIVE SERVICE – MEASURED RESULT
61@JonAshley @ MCWakeman #UXSTRAT
AUTOMOTIVE SERVICE – MEASURED RESULT
INTENDED
MEA
SURE
D
SCHEDULINGUSABILITYPROBLEMS
CONTENT NOTCONVERTING
MISSINGSERVICES
62@JonAshley @ MCWakeman #UXSTRAT
AUTOMOTIVE SERVICE – MEASURED RESULT
63@JonAshley @ MCWakeman #UXSTRAT
4 MODELS TO SUPPORT THE OMNICHANNEL JOURNEY
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65@JonAshley @ MCWakeman #UXSTRAT
4 MODELS TO SUPPORT THE OMNICHANNEL JOURNEY
66@JonAshley @ MCWakeman #UXSTRAT
SENTARA’S CHALLENGE: MEASURE INDIRECT IMPACT
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EXECUTION – CONSOLIDATED RETURN
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Financial(Direct revenue)
Operational(Employee efficiency)
Perceptual(Patient Satisfaction)
SENTARA – INDIRECT IMPACT
~
++
++++
69@JonAshley @ MCWakeman #UXSTRAT
EVALUATING CONSOLIDATED RETURN
FINANCIAL OPERATIONAL PERCEPTUAL
MEASURES Revenue, ProfitLTV, Retention
Efficiency (# per hour, etc)Error reduction (percent)
Satisfaction, LoyaltyBrand perception, NPS
SOURCES Back-end system (BI + EDW)Other system of record
TimesheetsEmployee gap survey
Voice of the customerEmployee/customer satisfaction surveys
CONSIDERATIONS Time horizonsCapitalization approach
WeightingDiminishing returns
Context, Selection biasSegmentation
70@JonAshley @ MCWakeman #UXSTRAT
WHEN A DISASTER STRIKES WE WANT TO HELP
71@JonAshley @ MCWakeman #UXSTRAT
WHEN A DISASTER STRIKES WE WANT TO HELP
72@JonAshley @ MCWakeman #UXSTRAT
$96M+generated online in donations in 2 weeks during first natural disaster post launch
ThesitewasSandyproof!VPDigitalEngagement
improvement in blood donation appointment completion rate (i.e. those that scheduled and showed up)
126%
73@JonAshley @ MCWakeman #UXSTRAT
4 MODELS TO SUPPORT THE OMNICHANNEL JOURNEY
74@JonAshley @ MCWakeman #UXSTRAT
YOUTHANK
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