16 digital trends to shape 2016

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16 digital trends to shape 2016

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2015 Events

Digital psychology Digital readiness

Multi-device experiences Innovation workshops

Today’s event…

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16 digital trends that will shape exceptional experiences in 2016

Today

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Out thereDoing it already

Inspiring

Boring as…

Where we have pitched this event

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Behaviour Strategy

User experience Design

Technology

We have identified trends in

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Careful how you apply trends. Consider the audience and their needs.

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TREND ONE _____________

Improved continuity across devices

USER EXPERIENCE

TECHNOLOGY

Context drives device choice thought the day

TECHNOLOGY

TECHNOLOGY

TECHNOLOGY

Smarter CMS know that you are working across multiple devices

and provide continuity.

ASK YOURSELF _____________

TECHNOLOGY

“Do you allow your users to work seamlessly across

multiple devices?”

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TREND TWO _____________

Skeuomorphic evolution

DESIGN

TECHNOLOGY

TECHNOLOGY

TECHNOLOGY

ASK YOURSELF _____________

TECHNOLOGY

“How can my interface connect in a more human way?”

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TREND THREE _____________

Move to context data

STRATEGY

Consumer created data

Created as a by-product of an action or transaction

Traditional

New Generation

Large Volume of Unstructured Data

Controlled and Monitored Data

The growth of big data

Awareness

Knowledge

Engagement

Consideration

Preference

$

Old Model of engagement

Value Focus Thinking

Justification & Choice

Framing the Purchase

Information Processing

Anchoring & Adjusting

Typical way of marketing the buying process

Now there is disruption

Value Focus Thinking

Justification & Choice Framing the Giving

Information ProcessingAnchoring & Adjusting

“Friends” & Family Web 2.0

The buying decision making is now non-linear

The buying decision making is now non-linear

But what should that content be?

Understand the tipping point to buy

But now the aim is for data not only to dish up content but to

make the context correct

Sir John HegartyProfessor Brian Cox

Using data will make consumers to tell brands to

F**k Off

Using data to improve knowledge can never be a bad thing

Growth of the trend to use data to define when and where to show the right content in the right context

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ASK YOURSELF _____________

TECHNOLOGY

“Is data creating value and insights that you never knew before and is it improving the context that your brand is shown within?”

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TREND FOUR _____________

Empathy mapping

USER EXPERIENCE

TECHNOLOGY

Refer: Grant Klein and Dave Matthews http://uxaustralia.com.au/uxaustralia-2015/

accessibility-should-mean-great-design

Accessibility should mean great design

THINK AND FEEL I just want to play. I don’t want to do it if it’s hard or

boring.

PAIN A lot of things are hard for me to do

It’s hard to remember what I am meant to do and when

GAIN It makes me feel better when I follow the

plan

HEAR I get told to do some many things.

They tell me it will help me feel better

SEE I have to go to lots of places

and meet lots of people I don’t know.

SEE AND DO Some times people don’t

want to play with me

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ASK YOURSELF _____________

TECHNOLOGY

“Does your current website empathise with your audience?”

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TREND FIVE _____________

User testing becomes easier

TECHNOLOGY

TECHNOLOGY

Everyone obsessed with analytics, but analytics isn’t everything

Usability testing can often give much more valuable insight

In the past you’ve had to sit down with users, watch them go through your site,

and ask them questions as they go

TECHNOLOGY

Now user friendly tools make it easy for you to conduct user testing of any site:

Your site, an industry leader, a competitor’s site, any site.

Tools like Loop 11, WhatUsersDo, Userlytics and UserTesting are getting more advanced and more user friendly.

These tools let you give users tasks to complete on your website.

TECHNOLOGY

ASK YOURSELF _____________

TECHNOLOGY

“Can I afford not to user test?”

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TREND SIX _____________

Increasing DDoS attacks

TECHNOLOGY

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INCREASING DDOS ATTACKS _____________

TECHNOLOGY

Source: Akamai State of the internet Security June 2015

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Targeted industries

Source: Akamai State of the internet Security June 2015

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Source Countries

Source: Akamai State of the internet Security June 2015

INCREASING DDOS ATTACKS _____________

TECHNOLOGY

“For the last three quarters, year-over-year DDoS activity has doubled”

Source: Akamai State of the internet Security June 2015

2x

TECHNOLOGY

Source: Akamai State of the internet Security June 2015

Cost of initiating a DDoS attack is low

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ASK YOURSELF _____________

TECHNOLOGY

“Are DDoS attacks on my watch list?”

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TREND SEVEN _____________

Minimal interface

DESIGN

TheParadoxofChoiceWhyMoreIsLess

by psychologist Barry Schwartz.

If you have one key call to action - make it obvious

Short hand for the menu is getting more subtle (left to right)

A minimal top navigation can work for some audiences

But if you have multiple audiences, like BHP Billiton, the top navigation is still critical.

ASK YOURSELF _____________

TECHNOLOGY

“Are your calls to action clear?”

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TREND EIGHT _____________

Accessible personalisation Wayne Jasek, Kentico

TECHNOLOGY

Challenges of digital marketers in 21st Century

Integrating Customer Experience

Weapons of Choice

How to avoid the headaches?

The rise of accessible personalisation

Challenge 1: Do I really know my customer?

Challenge 2: Am I meeting customer’s expectations?

Challenge 3: Putting the pieces together

Challenge 4: The omni-challenge of omni-chaos

Integrating the experience

Delivering consistency

Integrating the experience

…through the whole customer lifecycle

Weapons of choice to drive CX Two approaches

Start small Iterate

Don’t stop Collect and measure

but most of all don’t do it manually!

How to avoid headaches

How to avoid headachesAutomated online interactions

ASK YOURSELF _____________

TECHNOLOGY

“How can I leverage automation and personalisation?”

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TREND NINE _____________

Death to PDFs

DESIGN

TECHNOLOGY

More of a wish than a prediction

Plenty of clients with large amounts of valuable information, but they put the most desirable content into a PDF for

download.

Breaks the user experience of the website, takes the user out of the

website

TECHNOLOGY

Juicy content can’t be shared or repurposed throughout the site

Not dynamic and can’t be used to link to related content

Harder to search, not all site searches can search PDF content

It’s outdated, and if you still have PDFs on your website in 2016 you’re just

going to look silly

TECHNOLOGY

ASK YOURSELF _____________

TECHNOLOGY

“Am I hiding key content in PDFs”

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TREND TEN _____________

Hyperpersonalisation

STRATEGY

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TECHNOLOGY

“How can I use digital to speed up delivery of my products/services?”

Source: Akamai State of the internet Security June 2015

Adam Jackson, apartment owner

Airbnb shows they care

TECHNOLOGY Adam Jackson, apartment owner

16-year-old Adam Greenwood Travelling Euston to Glasgow

Exceptional service by Virgin Trains in an embarrassing situation

TECHNOLOGY

+ What I’ve bought (transactions) + What I’ve looked for (search) + What I’ve told you (profile) + What I’ve liked (social) + Where I’m and what I’m doing (contextual)

Hyper-personalisation

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TECHNOLOGY Adam Jackson, apartment owner

Our devices are already providing hyperpersonalisation

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TECHNOLOGY Adam Jackson, apartment owner

+ profile + past purchases + where + weather / date + social

McDonalds latest app uses it

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TECHNOLOGY Adam Jackson, apartment owner

Poweryourhyper-personalisationbypeople– toavoidcrossingthelineofover-familiarity,

ormis-timedsentiment

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TECHNOLOGY Adam Jackson, apartment owner

“Yes,myyearlookedlikethat.Trueenough.Myyearlookedlikethenow-absentfaceofmylittlegirl.Itwasstillunkindtoremindmesoforcefully.”

EricMeyer

Where it can go wrong

ASK YOURSELF _____________

TECHNOLOGY

“How can I use hyperpersonalisation to provide exceptional experiences?”

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TREND ELEVEN _____________

GIFs are back, big time

BEHAVIOUR

A picture is worth a thousand words

What is a GIF (Graphics Interchange Format)?

GIFs are “like HD emojis”

GIFs can be joyous emotional shorthand, in the absence of visual cues – we facepalm, give thumbs up, and applaud

If you have to say it, say it in GIFs

= shocking

= Oh wow

= I can’t believe that!

= Drop your jaw, widen eyes and stare dumfounded

GIFs solve misunderstandings in chats.

Facebook added the GIF option in Facebook chat

Slack implemented giphy API

Whatsapp, Viber, WeChat all support stickers and gifs

If you have to say it, say it in GIFs

80 million photos per day

uploaded on Instagram

300 million photos per day

uploaded on Facebook

9000 snapchats sent second

(Source: Instagram, Gizmodo and Snapchat)

Some stats

People are very receptive of them

It’s a new feature being rolled out to businesses on Facebook

Posting the right Gifs could increase presence online and possibly become viral if its targeted and positioned to the right audience

Often more effective than video as it will auto play on news feed

Can be used to prove that there is a “real person” behind the computer

Why business should care?

Demonstrations of products

Blogs, Newspaper & journals - do Hourly/Daily Gifs of Headlines of News articles / Top Stories etc

Brands – write tips/tricks/hacks of their product in a GIF format that can be very shareable

Retail Brands – Promotion with pictures and pricing

Hotels – latest promotions of rooms

Airlines – promote their ticket sales of various destinations

Any emotive advertising would do well – Wedding, Solicitors, F&B.

How to use them?

Wendy's

Guarana Kuat

Coca-Cola’s Brazilian’s brand. It is basically using the rainbow-shootingpoptart meme Nyan Cat with a brand nameslapped on.

Hootsuit

“This example shows one of our followers that just was not happy with us. Instead of leaving this customer upset and angry, we got into a conversation and ended the tensions by hugging it out.”

ASK YOURSELF _____________

TECHNOLOGY

“How can I use images to better connect to my audiences?”

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TREND TWELVE _____________

I want it now

BEHAVIOUR

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TREND ONE _____________

We want it now

BEHAVIOUR

Uber has reset our expectations on how long we should wait

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TREND ONE _____________

We want it now

BEHAVIOUR

You can now track your pizza to your door

ASK YOURSELF _____________

TECHNOLOGY

“How can I use digital to speed up delivery of my products/services?”

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TREND THIRTEEN _____________

Virtual reality goes mainstream

DESIGN

TECHNOLOGY

TECHNOLOGY

TECHNOLOGY

ASK YOURSELF _____________

TECHNOLOGY

“What can I bring to life on my website?”

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TREND FOURTEEN _____________

Social video

STRATEGY

TECHNOLOGY

Even more in the moment Meerkat and Periscope (Twitter)

Periscope is at 40 years of live video each day!

TECHNOLOGY

National Library Australia

TECHNOLOGY

ASK YOURSELF _____________

TECHNOLOGY

“How can you get your brand in the moment with video?”

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TREND FIFTEEN _____________

Gamify anything

BEHAVIOUR

Trend of employing game mechanics to non-game environments

Driven by disruptive technologies (i.e. beacons, wearables) and devices (from smartphone to smartwatch)

What is gamification?

Motivates community engagement

Collect powerful customer data

Better learning experience

Instant feedback

Instant gratification

Friendly competition

Benefits ChallengesPeople cheating the system

Quality may decrease as engagement goes up

Creates addiction to feedback loop rather than intrinsic motivation

Can result in less collaboration if focus is too much on competition between people rather

than winning together.

Keep user engaged post campaign

Having friends to join you provides a social support system that creates a system of accountability as well as motivation to stay on track.

Increase brand exposure

Increase users and conversions

Crowdsourcing helps solve complex problems

Why community collaboration?

A campaign launched to the vast Nike+ community where users compete against each other in the daily amount of physical activity.

Unlocks special trophies and rewards after reaching certain levels

Convert activities into points

Allows users to compare and compete with people from all over the world and friends connected to social media

Complete platform that connects other Nike+ products, runnning and training programs

NikeFuel

A free app designed by gamification expert, Jane McGonigal, aims to help people conquer bad habits and make the process less painful

Includes rewards and quests where players unlock new challenges

User stats are provided to motivate consistency

Choose your allies (other players)

SuperBetter

An enterprise gamification platform designed to be easily integrated into enterprise applications, the collaborative nature of achievements is much

more powerful than individual incentives

Clear calls to action that align them with corporate goals

Engaging feedback mechanism

Engagement is measurable

Gameffective

An online puzzle video game about protein folding with a game-like puzzle interface that allows people from all over the world to “play” and compete

in figuring out various protein structures that fit a researcher’s criteria

Solve puzzles to get up the ladder

A solution was found within 10 days creating a major breakthrough in the AIDS research field which PhD Scientist has been trying to decipher for

the last 15 years

FoldIt

ASK YOURSELF _____________

TECHNOLOGY

“How can I tap into gamification?”

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TREND SIXTEEN _____________

The drones are coming

TECHNOLOGY

TECHNOLOGY

TECHNOLOGY

TECHNOLOGY

TECHNOLOGY

ASK YOURSELF _____________

TECHNOLOGY

“How could drones change your business?”

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Improved continuity across devices Skeuomorphic evolution Move to context data Empathy mapping User testing becomes easier Minimal interface Accessible personalisation Death to PDFs Hyperpersonalisation GIFs are back big time I want it now Virtual reality goes mainstream Social video Gamify anything The drones are coming

16 trends

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How can you apply these trends to your business?

Let’s chat.

w: adelphi.digital | e: neil.shewan@adelphi.digital

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