what's next? how to fill the gap between the physical and digital world
DESCRIPTION
Where do we come from, where are we now, and where are we going next? These are the questions asked and answered when the gap between the physical and the digital world is filling up. This presentation was held at the Geek Girl Meetup un-conference in Gothenburg 26 October 2013. I work as a Senior User Experience Architect at the digital communication agency LBi in the Gothenburg office. Contact me on Twitter (@eggerts) or sara DOT eggert AT lbi DOT comTRANSCRIPT
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Hello Geek Girls!
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SARA EGGERT @EGGERTS SENIOR USER EXPERIENCE ARCHITECT @ LBI HEAD OF GEEK GIRL MEETUP, GÖTEBORG
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DISCOVER & INTERACT
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THE BIG SHARE
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LIKE HAS BECOME CURRENCY
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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
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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.
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PEOPLE ARE MORE ACTIVE THAN EVER
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1/7th of the world is now friends through social media. Through 6 degrees of separation we’re all connected. Audience is huge.
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THANK YOU. THANKS A BILLION
70b by 2014, and
40b music downloads
46b apps downloaded from
Apple to date
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GLOBAL AUDIENCE BY DEVICE
4.4 BILLION MOBILE SUBSCRIBERS
4.2 BILLION TELEVISION VIEWERS
VS
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Source: Google – The New Multi-screen World: Understanding Cross-platform Consumer Behavior
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TAKE ADVANTAGES IN MOMENTS
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EVERYWHERE YOU ARE
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A FEW MINUTES A DAY
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ACROSS ALL TOUCHPOINTS
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DURING YOUR DAILY ROUTINE
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AND EVEN AFTER HOURS
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SEE LIKE OWN
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ARE YOU WASTING MY TIME?
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CONSUMER VS BRAND
REMEMBER. IT’S A VERY FRAGILE RELATIONSHIP.
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SIMPLIFY
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SIMPLIFY. FOCUS
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SIMPLIFY. FOCUS. ENGAGE
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LET’S DO IT TOGETHER
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THE STORY SO FAR
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BE 1. BUILD SOMETHING. BE PRESENT.
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WONDER 2. EXPERIMENT – WE’RE EASILY SURPRISED BY THE UNEXTECTED IN THINGS.
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GROW 3. MATURE. BUILD THINGS THAT HAVE A PURPOSE. DON’T RUSH.
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BEFRIEND
4. GET CONNECTED. IT’S A SOCIAL WORLD.
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BE RELEVANT
5. REMEMBER IT’S A RELATIONSHIP. A TRUE RELATIONSHIP.
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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
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WE NEED TO DREAM. ‘MINORITY REPORT’ SET THE YEAR TO 2053.
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BUT WE CAN DO IT ALREADY.
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WHO’S STEERING THE SHIP?
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AS A BUSINESS, YOU DON’T GET TO DECIDE HOW YOUR CUSTOMERS ACCESS YOUR CONTENT, THEY DO
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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
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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
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WHAT’S NEXT?
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DESIGN FOR PEOPLE, NOT DEVICES
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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
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SARA EGGERT AT LBI DOT COM SENIOR USER EXPERIENCE ARCHITECT
WWW.LBI.COM/SE