Why What You ThinkYou Know About DesignIs Probably Wrong

CTO, SiteworxMIKE GILPIN

December 8-9 | Dallas, TX

IS THE ONLY THING THAT MATTERS

THE EXPERIENCE

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

PRODUCT MANAGERS MUST LISTENTO THE VOICE OF THE CUSTOMER

But just as importantly, product managers must do research on actual customer behavior

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

Model Business Capabilities

Link Digital Strategies To Business Capabilities

Focus Strategies To Serve Customer Personas

Support The Entire Customer Journey

Design Experiences Across Customer Touchpoints

YOUR DIGITAL STRATEGY DRIVES YOUR DESIGN APPROACH

ABOUT SITEWORXOUR COMPANYWe exist to help brands Forge Genuine Connections with their customers

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