what's next? how to fill the gap between the physical and digital world

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Hello Geek Girls!

SARA EGGERT @EGGERTS SENIOR USER EXPERIENCE ARCHITECT @ LBI HEAD OF GEEK GIRL MEETUP, GÖTEBORG

DISCOVER & INTERACT

THE BIG SHARE

LIKE HAS BECOME CURRENCY

LIKE HAS A VALUE

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WELCOME TO THE MIND OF THE CONSUMER OF TODAY

I like

I am

I’m watching

Here I am

I’m Inspired

by

Look at me

I’m Listening

to

I search

Welcome to My life

My brand My journey

SUPER STAR

YOUR DIGITAL PERSONA

THIS DESIGN WAS MADE THREE YEARS AGO AND SHOULD ENVISION THE EXPERIENCE OF AN ONLINE NEWS PAPER 30 YEARS IN THE FUTURE. IT’S ALREADY DATED.

PEOPLE ARE MORE ACTIVE THAN EVER

1/7th of the world is now friends through social media. Through 6 degrees of separation we’re all connected. Audience is huge.

THANK YOU. THANKS A BILLION

70b by 2014, and

40b music downloads

46b apps downloaded from

Apple to date

GLOBAL AUDIENCE BY DEVICE

4.4 BILLION MOBILE SUBSCRIBERS

4.2 BILLION TELEVISION VIEWERS

VS

Source: Google – The New Multi-screen World: Understanding Cross-platform Consumer Behavior

TAKE ADVANTAGES IN MOMENTS

EVERYWHERE YOU ARE

A FEW MINUTES A DAY

ACROSS ALL TOUCHPOINTS

DURING YOUR DAILY ROUTINE

AND EVEN AFTER HOURS

SEE LIKE OWN

ARE YOU WASTING MY TIME?

CONSUMER VS BRAND

REMEMBER. IT’S A VERY FRAGILE RELATIONSHIP.

SIMPLIFY

SIMPLIFY. FOCUS

SIMPLIFY. FOCUS. ENGAGE

LET’S DO IT TOGETHER

THE STORY SO FAR

BE 1. BUILD SOMETHING. BE PRESENT.

WONDER 2. EXPERIMENT – WE’RE EASILY SURPRISED BY THE UNEXTECTED IN THINGS.

GROW 3. MATURE. BUILD THINGS THAT HAVE A PURPOSE. DON’T RUSH.

BEFRIEND

4. GET CONNECTED. IT’S A SOCIAL WORLD.

BE RELEVANT

5. REMEMBER IT’S A RELATIONSHIP. A TRUE RELATIONSHIP.

PUT THE CUSTOMER

AT THE CENTER

Making your entire organization responsive to the customer journey

INTERACTION BECOMES PHYSICAL

6. WE’RE FILLLING THE GAP BETWEEN PHYSICAL AND DIGITAL

WE NEED TO DREAM. ‘MINORITY REPORT’ SET THE YEAR TO 2053.

BUT WE CAN DO IT ALREADY.

WHO’S STEERING THE SHIP?

AS A BUSINESS, YOU DON’T GET TO DECIDE HOW YOUR CUSTOMERS ACCESS YOUR CONTENT, THEY DO

AS A BUSINESS, YOU DON’T GET TO DECIDE HOW YOUR CUSTOMERS ACCESS YOUR CONTENT, THEY DO

OR DO

YOU?

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“It looks like you're on a train. Would you like me to show you our insultingly simplified mobile site?” — Cennydd Bowles

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Responsive design fluidly changes and responds to fit any screen or device size. It is ”write once, run anywhere“ html web design

Google recommends responsive design

Google can discover you content more efficiently as they wouldn’t

need to crawl a page with the different Googlebot user agens to retrieve and index all the content

It keeps your desktop and mobile content on a single URL, which is

easier for your users to interact with, share, and link to and for Google’s

algorithms to assign indexing properties to your content

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Responsive

C   D   E   F  

A   B  

C  

D   E   F  

A   B   A  B  C  D  

C   D   E   F  

A   B  

C   D  

A   G  

E  

G  

H  B   C  

Adaptive

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Responsive Adaptive

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Responsive design

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Adaptive design

WHAT’S NEXT?

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DESIGN FOR PEOPLE, NOT DEVICES

INCLUSIVE DESIGN

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CONTEXT & CONTENT FIRST (NOT MOBILE FIRST)

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IT’S ALL ABOUT ME

What technology I use About me

Localisation §  Country & Language

§  Time of day

§  Season/Weather

Personal §  Unknown

§  Fan

§  Subscription

§  One-off

§  Free

§  Customisation

§  Behaviour over time

Device & Channel ­  Web/Mobile/Social

­  Operating System

­  Browser or App

Connection ­  Access speed

­  Wi-Fi

­  Data plan

Rules ­  Personalisation

­  Collaborative filtering

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INCLUSIVE

ADAPTIVE

RESPONSIVE APPS

(html) Experience enhancement

Strategy / insights/ Content / Behavioral targeting

Layout(html)

Function

Flash

Silverlight

SARA EGGERT AT LBI DOT COM SENIOR USER EXPERIENCE ARCHITECT

WWW.LBI.COM/SE