#hcid2012 - Experience Economy: Simon Knockton - idMedia

Transcript

1. Experience Economy 12 April 2012 City University: HCID Open Day 2012
2. Introduction @weareidmedia @simonknockton Simon Knockton Creative Strategist
3. Introduction @weareidmedia @simonknockton Simon Knockton Creative Strategist
4. Introduction @weareidmedia @simonknockton Simon Knockton Creative Strategist
5. Experience Economy @weareidmedia @simonknockton UX innovation driving business value Introduction •  Users, not consumers •  digital.cabinetoffice.gov.uk Case Studies •  1. Airlines •  2. Music streaming •  3. Auto glazing Discussion
6. Experience Economy
7. Experience Economy @weareidmedia @simonknockton Aaron Shapiro “Users, Not customers” (2011) “By the time they [post-digitals] become primary breadwinners and decision makers, a company that has ill- managed its software layer is at risk of becoming obsolete.” Live or die by digital
8. Experience Economy @weareidmedia @simonknockton Martha Lane Fox “Directgov 2010 and Beyond: Revolution not evolution” An effective software layer •  Empower, and make life simpler for citizens •  And at the same time allow government to turn things off
9. Experience Economy @weareidmedia @simonknockton https://www.gov.uk/designprinciples (2012)
10. Airlines
11. Business Needs Airlines @weareidmedia @simonknockton Find flights Buy flights Manage flights Buy extras Showcase flights Sell flights Cut customr serv Sell extras User Needs Feel in control   Upsell, sell capacity   Quickly, simply   Maximise completion   Minimise anxiety   Minimise exp. contact   For convenience   For margin  
12. Airlines @weareidmedia @simonknockton 2011 €3.6bn revenue 72.1m passengers
13. Airlines @weareidmedia @simonknockton 0  
14. Airlines @weareidmedia @simonknockton 1  
15. Airlines @weareidmedia @simonknockton 2  
16. Airlines @weareidmedia @simonknockton 3  
17. Airlines @weareidmedia @simonknockton 4  
18. Airlines @weareidmedia @simonknockton 5  
19. Airlines @weareidmedia @simonknockton 6  
20. Airlines @weareidmedia @simonknockton 7  
21. Airlines @weareidmedia @simonknockton 8  
22. Airlines @weareidmedia @simonknockton 8  
23. Airlines @weareidmedia @simonknockton 9  
24. Airlines @weareidmedia @simonknockton 10  
25. Airlines @weareidmedia @simonknockton 11  
26. Airlines @weareidmedia @simonknockton 12  
27. Airlines @weareidmedia @simonknockton 16  
28. Airlines @weareidmedia @simonknockton 17  
29. Airlines @weareidmedia @simonknockton 18  
30. Airlines @weareidmedia @simonknockton 18  
31. Airlines @weareidmedia @simonknockton 19  
32. Airlines @weareidmedia @simonknockton 20  
33. Airlines @weareidmedia @simonknockton 21  
34. Airlines @weareidmedia @simonknockton 21  
35. Airlines @weareidmedia @simonknockton 21  
36. Business Needs Airlines @weareidmedia @simonknockton Find flights Buy flights Manage flights Buy extras Showcase flights Sell flights Cut customr serv Sell extras User Needs Feel in control   Upsell, sell capacity   Quickly, simply   Maximise completion   Minimise anxiety   Minimise exp. contact   For convenience   For margin  
37. Airlines Twitter search results “ryanair website” (11.04.2012) https://twitter.com/#!/search/realtime/Ryanair%20website @weareidmedia @simonknockton
38. Airlines Ryanair easyJet jetBlue Bounce rate 50% 25% 20% Avg pg/visit 1.9 3.5 6.7 Time on-site 2:30 6:00 6:00 Approx. traffic statistics - alexa.com (4.2012) @weareidmedia @simonknockton
39. Music streaming
40. Music streaming @weareidmedia @simonknockton Sep 2011 Paying subscribers 2m Up 100% in 6 months
41. Business Needs Music streaming @weareidmedia @simonknockton Find audio Discover audio Listen to audio Share audio Grow audience Monetise: Advertising Monetise: Subscription User Needs With ease   •  Audacious catalogue •  Beta invite route to mkt •  Simple UX •  Intuitive sharing That’s relevant   Seamlessly, everywhere   With those who matter   •  Audio / radio •  Display •  Innovation •  No advertising •  No track restrictions •  Value added utility eg Mobile Unique mkt leading product Traditional broadcast revenue High value subscriber base
42. Audio: Streaming platform @weareidmedia @simonknockton 0  
43. Audio: Streaming platform @weareidmedia @simonknockton 1  
44. Audio: Streaming platform @weareidmedia @simonknockton 2  
45. Audio: Streaming platform @weareidmedia @simonknockton 3  
46. Audio: Streaming platform @weareidmedia @simonknockton 4  
47. Audio: Streaming platform @weareidmedia @simonknockton 5  
48. Audio: Streaming platform @weareidmedia @simonknockton 0  
49. Audio: Streaming platform @weareidmedia @simonknockton 1  
50. Audio: Streaming platform @weareidmedia @simonknockton 1  
51. Audio: Streaming platform @weareidmedia @simonknockton 1  
52. Audio: Streaming platform @weareidmedia @simonknockton 1  
53. Audio: Streaming platform @weareidmedia @simonknockton 1  
54. Audio: Streaming platform @weareidmedia @simonknockton 2  
55. Audio: Streaming platform @weareidmedia @simonknockton 2  
56. Audio: Streaming platform @weareidmedia @simonknockton 2  
57. Audio: Streaming platform @weareidmedia @simonknockton 3  
58. Audio: Streaming platform @weareidmedia @simonknockton 4  
59. Audio: Streaming platform @weareidmedia @simonknockton 5  
60. Business Needs Music streaming @weareidmedia @simonknockton Find audio Discover audio Listen to audio Share audio Grow audience Monetise: Advertising Monetise: Subscription User Needs With ease   •  Audacious catalogue •  Beta invite route to mkt •  Simple UX •  Intuitive sharing That’s relevant   Seamlessly, everywhere   With those who matter   •  Audio / radio •  Display •  Innovation •  No advertising •  No track restrictions •  Value added utility eg Mobile Unique mkt leading product Traditional broadcast revenue High value subscriber base
61. Auto glazing
62. Auto glazing @weareidmedia @simonknockton Assess damage Get Quote Make appointment User Needs Quickly, simply   Quickly, simply   Quickly, simply   Gather claim data Close payment Generate slots Business Needs Automatically   Automatically   Automatically  
63. Audio: Streaming platform User Needs Business Need Replace window Replace windows @weareidmedia @simonknockton
64. Audio: Streaming platform User Needs Business Need Replace window Replace windows @weareidmedia @simonknockton
65. Audio: Streaming platform User Needs Business Need Replace window Replace windows @weareidmedia @simonknockton
66. Audio: Streaming platform User Needs Business Need Replace window Replace windows @weareidmedia @simonknockton
67. Audio: Streaming platform User Needs Business Need Replace window Replace windows @weareidmedia @simonknockton
68. Audio: Streaming platform User Needs Business Need Replace window Replace windows @weareidmedia @simonknockton
69. Audio: Streaming platform User Needs Business Need Replace window Replace windows @weareidmedia @simonknockton
70. Audio: Streaming platform User Needs Business Need Replace window Replace windows @weareidmedia @simonknockton
71. Audio: Streaming platform User Needs Business Need Replace window Replace windows @weareidmedia @simonknockton
72. Audio: Streaming platform User Needs Business Need Replace window Replace windows @weareidmedia @simonknockton
73. Audio: Streaming platform User Needs Business Need Replace window Replace windows @weareidmedia @simonknockton
74. Audio: Streaming platform User Needs Business Need Replace window Replace windows @weareidmedia @simonknockton
75. Audio: Streaming platform User Needs Business Need Replace window Replace windows @weareidmedia @simonknockton
76. Audio: Streaming platform User Needs Business Need Replace window Replace windows @weareidmedia @simonknockton
77. Audio: Streaming platform User Needs Business Need Replace window Replace windows @weareidmedia @simonknockton
78. Audio: Streaming platform User Needs Business Need Replace window Replace windows @weareidmedia @simonknockton
79. Audio: Streaming platform User Needs Business Need Replace window Replace windows @weareidmedia @simonknockton
80. Audio: Streaming platform User Needs Business Need Replace window Replace windows @weareidmedia @simonknockton
81. Auto glazing @weareidmedia @simonknockton Assess damage Get Quote Make appointment User Needs Quickly, simply   Quickly, simply   Quickly, simply   Gather claim data Close payment Generate slots Business Needs Automatically   Automatically   Automatically  
82. Experience Economy
83. Experience Economy @weareidmedia @simonknockton UX innovation driving business value Introduction •  Users, not consumers •  digital.cabinetoffice.gov.uk Case Studies •  1. Airlines - Rynanair •  2. Music streaming - Spotify •  3. Auto glazing - Autoglass Discussion
84. Thank You