After Omni-Channel: Preparing for

Digital Context

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Stacey Symonds @ssymonds999Senior Director of Consumer Insights

Orbitz Worldwide

Martie Woods @Martie_WoodsLead Strategist, Thought Leadership

Stone Mantel

Beyond Omni

to Digital Context

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MARTIE WOODS, STONE MANTEL

@Martie_Woods

STACEY SYMONDS, ORBITZ

@ssymonds999

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Stone Mantel is the very best at

producing value from brand experiences

We are a leading customer experience strategy firm focused on discovering

what matters most to our clients’ customers, defining the requirements for

products, services and experiences that matter, and validating the meaningful

difference in consumers’ lives.

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• One of the largest and most sophisticated e-commerce websites in the world, with a fully developed in-house global technology platform

• We offer direct-to-consumer travel product booking, corporate managed travel solutions to businesses of all sizes including IBM, Burger King and GameStop, and private label technology and distribution services for some of the most recognizable brands in the world like American Express, Capital One and Southwest

• Headquartered in Chicago, IL with major offices in the UK, France, Switzerland, Sweden, Hong Kong, Mexico and Australia, and advanced analytics/technology teams in Sunnyvale, CA and India

About Orbitz: A Global Travel Leader

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SHIFTS IN CONSUMER BEHAVIOR

And The Digital Consumer Collaborative1THE JOB TO BE DONE

Building Your Design Agenda on Consumer Demand2NEW BEHAVIOR PATTERNS

How Digital Has Changed…Well, Everything3BEYOND OMNI

And Onto Digital Context4

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THE COLLABORATIVEA research-centered, collaborative approach designed to

predict where the digital consumer is headed.

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The Digital Consumer

Collaborative Members

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Become relevant

Be in the purchase

consideration set

Combat multitasking

Know the

customer journey

Design for Omni-

Channel

How we used to talk….

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IN A PARALLEL EFFORT, ORBITZ TAGGED ALONG WITH 40+ PEOPLE IN

20+STATES FOR 160+ DAYS OF BUSINESS & LEISURE TRAVEL

BREAKOUT:

BUSINESS: 16

LEISURE: 29

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WHAT WE ARE LEARNINGFROM ALL OF THIS INSIGHT

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Because the goal is to

shorten the gap between

thinking and doing,

consumers almost always

will give up information about

their behavior if they think the

information will reduce steps

required and help them

accomplish a goal quicker.

Thought Job

Insight 1: Consumers are expecting to reduce the gap between thinking and doing.

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Old: Become relevant

How we talk now….

Consumers don’t hire brands

to become relevant. They hire

brands to help them get stuff

done by reducing the gap

between thinking and doing.

Insight 1

Thought Job

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Insight 2: Consumers surround themselves first, then make all sorts of micro purchases.

Consumers rely on a Queue to manage tasks, content, purchases and their day.

TIME

Thought

Job

QueuingThe thought-to-job

interface that connects the

person to multiple topics

and tasks, creates the

feeling of productivity and

supports purchasing.

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2. By understanding their queuing, you

understand a lot about their behavior.

Decision-making doesn’t conform

to AIDA

Awareness Interest Decision Action

How we talk now….

Old: Be in the purchase

consideration set

Be in the Queue

1. Helping consumers to keep track of things

is a first, simple step to take.

3. Anticipate the jobs

they need done.

Insight 2

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Insight 3: Consumers are seeking to maximize their attention.

Thought JobThe more empowered people are to

accomplish more in a short period of

time, the more people meander. They

move from thought to task to thought to

another thought.

Rarely do they do one thing at a time.

The question is what are they doing

while interacting with your brand, app

or other?

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Embrace While

The more empowered people are to

accomplish more in a short period of time,

the more people meander. They move from

thought to task to thought to another thought.

Rarely do they do one thing at a time. The

question is what are they doing while

interacting with your brand, app or other?

Old: Combat multitasking

How we talk now….What is the power of while?The power of while is the feeling of empowerment

that consumers get when they engage with multiple

tools at the same time…

AdjacenciesAdjacencies are activities consumers do

while doing other activities. It may hinder the

current activity, but consumers don’t mind.

OverlaysOverlays are activities that enhance the

consumers experience and help them

complete jobs.

Insight 3

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Insight 4: The journey is less about a linear path and more about a constant state of moving.

Customer journeys are often depicted as linear routes that consumers follow in a purchase

cycle. However, the constant state of moving between tasks means the consumer journey

is more dynamic and interrupted than is often depicted.

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Because they have so many tools available

and because each consumer is an individual

who is able to customize his or her digital

activity to fit personal wants, consumers

develop patterns for their activities. These

patterns or strategies we call modes.

A mode is a manner or disposition of

accomplishing a task. It is a general pattern

for focusing and getting things done.

Digital Supports ModesInsight 4

Modes are behavioral, contextual, and surprisingly universally understood. They can be highly useful in predicting activity, design thinking, and driving cross-technology innovation.

Competing

Improving

Playing

SocializingOrganizing

Learning

Creating

Planning

Producing

Browsing/Exploring

Giving/Sharing

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How we talk now….

Old: Know the

Customer Journey

Insight 4

Demographics were first used in 1662. Psychographics were first used in World War 1. Personas were invented as design frameworks in the early 1990s. Customer Journey was conceptualized about the same time.

All of these data driven and design oriented means for profiling consumers were developed before mobile. But mobile changes the dynamics of decision-making.

Modes represent the first, truly digital approach to profiling consumer behavior in a way that supports consumers, aligns with what they value, and works across technologies.

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“I’m extremely

old-school.”

“I checked all the

channels off the list

so my bases are

covered.”

“Customers can find

me when they need

me in whichever way

they choose.”

“I support thinking and

acting for my customer

at the right time in the

right way.”

Insight 5: Consumer behavior demands more than omni offers.

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The change in thinking behavior

creates demand for digital context

Omni-Channel gives the consumer the power to continue an activity,

especially a transaction, across

channels.

To support thinking and acting,

companies need to focus on how digital consumers think—not just

what they think. A key attribute of

how they think is queuing.

1

2

3Digital Context gives the consumer the power to close the gap between thinking and acting and to do so in

the moment.

4

But consumers are constant multi-

taskers with low attention spans.

Seamlessness and simultaneity

are leading to the next

requirement: Your ability to support their desire to think and act.

Insight 5

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Three Pillars of Digital Context

EnvironmentsSensor-driven physical

environments that can

respond to tools and modes.

ToolsDevices and apps, primarily

mobile, that can access

personal data and respond

to environments.

ModesBehavioral states that drive receptivity and

determine what is valued.

Insight 5

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How we talk now….

In two to three years, the focus

will be on Digital Context. It is not

just about mobile. It’s about how

mobile (including wearables,

sensors) media, data, and

location come together. These

forces create digital context.

Old: Design for

Omni-Channel

Insight 5

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Moving to New

FROM…… TO…….

1. Become relevant

2. Be in the consideration set

3. Strive for full attention

4. Customer Journey

5. Omni-Channel

Get the job done

Be in the Queue

Embrace While

Modes

Digital Context

>>>>>

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Martie Woods@Martie_Woods

MartieWoods@gostonemantel.com

Thank You!!

Stacey Symonds@ssymonds999

Stacey.Symonds@orbitz.com