ux strat usa: jon ashley and matt wakeman, "decision-making frameworks for omnichannel...

1@JonAshley @ MCWakeman #UXSTRAT

DECISION-MAKING FRAMEWORKSIN OMNICHANNEL ROI

SEPTEMBER 15, 2016

@JonAshley @MCWakeman #UXSTRAT


WHO ARE WE?

Matt WakemanSenior Director, Analytics & Strategy

Jon AshleyManaging Director, Experience Design

@JonAshley @MCWakeman


THE OMNICHANNEL EVOLUTION – SINGLE CHANNEL


THE OMNICHANNEL EVOLUTION – MULTI-CHANNEL


THE OMNICHANNEL EVOLUTION – CROSS-CHANNEL


THE OMNICHANNEL EVOLUTION – OMNICHANNEL


OMNICHANNEL CUSTOMER JOURNEYS ARE COMPLEX


OMNICHANNEL RAISES MORE TECHNOLOGY QUESTIONS

?


OMNICHANNEL JOURNEY – 4 STAGES


4 MODELS TO SUPPORT THE OMNICHANNEL JOURNEY


WHEN A DISASTER STRIKES WE WANT TO HELP


$96M+generated online in donations in 2 weeks during first natural disaster post launch

ThesitewasSandyproof!VPDigitalEngagement


OMNICHANNEL ANECDOTE – MATT’S WIFE


MAKEUP TO GO WITH A NEW DRESS


SEPHORA’S CHALLENGE: CHOOSE THE FIRST PLATFORM

VS VS


QUICK WINS COME FROM THE BOTTOM UP


STRATEGY REQUIRES A TOP-DOWN APPROACH



VS VS


STRATEGY REQUIRES A TOP-DOWN APPROACH



VS VS

AGILITY

ROI

INSIGHT

RISK

STRATEGICSCORE


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


LOOK OUT FOR

ORDERS OFMAGNITUDE

STANDARDIZEDSCORES


DECISION POINT – SUPPORTED BY INTENTIONAL DESIGN


DONATION DECISION POINT – INTENTIONAL DESIGN


OMNICHANNEL ANECDOTE – AUTOMOBILE NEEDS SERVICE


PEP BOYS’ CHALLENGE

Do It Yourself = PARTS

Do It For Me = SERVICE

INDUSTRY SHIFT TO SERVICE


GET YOUR CAR SERVICED


GET YOUR CAR SERVICED – CUSTOMER GOAL


GET YOUR CAR SERVICED – STRATEGIC PLANNING


GET YOUR CAR SERVICED – DECISION POINT


GET YOUR CAR SERVICED – COMMITMENT


COMMITMENT – MEASURED RESULT

INTENDED

MEA

SURE

D

FINDABILITY/USABILITYPROBLEM

MARKETING/PROMOTION orPERSUASIVEDESIGN ISSUE

FEATURE SET /FUNCTIONALITY


AUTOMOTIVE SERVICE – MEASURED RESULT

5% OF ALL VISITORS

VIEW CONTENT PAGESIN THEIR VISIT

ONLY


70%


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


•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




INTENDED

MEA

SURE

D

SCHEDULINGUSABILITYPROBLEMS

CONTENT NOTCONVERTING

MISSINGSERVICES


SENTARA’S CHALLENGE: MEASURE INDIRECT IMPACT


EXECUTION – CONSOLIDATED RETURN


Financial(Direct revenue)

Operational(Employee efficiency)

Perceptual(Patient Satisfaction)

SENTARA – INDIRECT IMPACT

~

++

++++


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


$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%


YOUTHANK