how to design digital ecosystems - user experience for digital channels (think & orkin case...
DESCRIPTION
Brands today need more than a website and some social properties. They need digital ecosystems. At THINK we have a series of tools and methods for structuring and designing digital ecosystems which cross channels and devices. We have spent the last year extending the Orkin brand into new engagements with customers, by introducing The Ecologist, a new website and a new set of digital properties that showsTRANSCRIPT
Designing digitalecosystems
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Zach Pousman
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How to do digital strategyin today’s world
How we find insights
How we build the things people will love
I will give you my secrets.
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STRATEGY
INSIGHTS
BUILDING (AWESOME) STUFF
I will give you my secrets.
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Business model
Brand
Strategy
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Adapted from Brad Heitmannat Crux & Gagehttp://www.cruxandgage.com
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Business model
Brand
StrategyMarket it
Make it
Adapted from Brad Heitmannat Crux & Gagehttp://www.cruxandgage.com
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Adapted from Brad Heitmannat Crux & Gagehttp://www.cruxandgage.com
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Adapted from Brad Heitmannat Crux & Gagehttp://www.cruxandgage.com
Play nice with
others!
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How?
understand your ecosystem
find the problem
learn about people (customers, users, readers)
plan your evolution
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PRODUCT ECOLOGY
Jodi Forlizzi The Product Ecology: Understanding Social Product Use and Supporting Design Culture. International Journal of Design vol. 2, no. 1. 2008
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Ecosystems
Culture
Con-trols
DesignLanguage
Systems
Pixel
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Thinking at scale
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photo of the spider in the tub.
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THE ORKIN BRAND
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Total population in geographic area
Total targets in that geography
Those who may switch“consideration set”
AUDIENCE IMPRESSION CONVERSION
Vehicle - direct response banner advertising
(lower % engage)
Vehicle - search advertising(higher % engage)
AudienceTargets
IMPRESSIONS x CTR
Other impressions or follow up impressions
may also cause engagement and
conversions (including branch, call center, site)
Landing page engagement rates
VALUE
Revenue projections based on:
Revenue over 12 months (or LTV)
Retention over baseline
Cross-sell / up sell upgrade opportunity
Segment by likelihood to convert (S, M, L)
Account opening(assume a form)
Account opening completion
Call center
Brand awareness & Brand value
Brand impressions have value, too!
ROI
Segment by likelihood to convert (S, M, L)
% Who Engage
New Members
Revenue ROI
ROI calculation
Revenue - cost to acquire = return
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THE BUSINESS
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AWARENESS
RESEARCH
CONSIDERATIONUSE
BUY
BOND
ADVOCATE
Harvard Business Review, December 2010Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places
AWARENESS
RESEARCH
CONSIDERATIONUSE
BUY
BOND
ADVOCATE
Google calls this the Z-MOT
“0th moment of truth”
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Harvard Business Review, December 2010Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places
INSIGHTS
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?!
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BRAND EVOLUTION:
“LEVERAGING THE POWER OF SCIENCE”
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PEST CONTROL KNOWLEDGE
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PEST CONTROL KNOWLEDGE
SCIENCEAPPLIED
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PEST CONTROL KNOWLEDGE
SCIENCEAPPLIED
NIKE SELLS SHOES
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RIGHT?
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“BE A PART OF WHAT INTERESTS PEOPLE”
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Who does it _________ ?
What role does it play?Is it a replacement or an
addition?
Where does it manifest?
When?
Why does it?
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inspireeducate & connectWho does it _________ ?
What role does it play?Is it a replacement or an
addition?
Where does it manifest?
When?
Why does it?
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DESIGN
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WE OFFER OUR KNOWLEDGE AS
EXPERTS
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PESTCONTROLDOWNTO ASCIENCE
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PESTCONTROLDOWNTO ASCIENCE
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Mobile Friendly ResponsiveDesigned for Desktop Mobile Apps (wrapper & HTML)
RESPONSIVE DESIGN
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“It looks broken on my Kindle!”
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MEASUREMENT
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Business objectives
Digital channel objectives(hypotheses)
Digital channel ‘flow’
Test and Iterate
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Business objectives
Digital channel objectives(hypotheses)
Digital channel ‘flow’
Test and Iterate
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Business objectives
Digital channel objectives(hypotheses)
Digital channel ‘flow’
Test and Iterate
Hot Tip!
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StacyDaniel BenChesleyCaitlinCeciliaGregJenniferTim
Jessica KristenKatieKaylinMeganMikeRachaelWill
CREDITSThe Richards Group
Orkin team
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Thanks!
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