make design a first class citizen to ensure analytics success
TRANSCRIPT
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