Stop thinking so small

Presented at Web Afternoon 2012 in Charlotte, NC on September 23rd, 2012.

A exploration into seeing the bigger picture on projects, moving beyond a single-channel view and understanding a larger more strategic and cross-channel approach.

Transcript

1. Deloitte Digital Nick Finck Mobile, Web, and the Cross-Channel Experience Stop thinking so small September 23rd, 2012
2. About
3. Photo credit: Jeff Croft UX Director Deloitte Digital Personal Site NickFinck.com Twitter @nickf
5. Some of our clients
6. Where are we?
7. we are at a pivotal moment in time
8. Things are about to get epic
11. of users use their tablet daily.
12. 1970-1980 1990’s 2000’s 2010’s Mobile Computing Multi-platform Web Applications “Thin” Windows Applications Fat Client Server Mainframe Terminals “Green Screens” Viva La Revolution
13. Mobile First
14. Discovery Sprint 1 Sprint 2 Sprint 3 Sprint 4-N Post Launch Agile Scrum or Lean Involvement & deliverables Our teams work together to create the best possible experience for the user. The following breakdown illustrates our project process. UX and Design deliverables are called out in white. Discovery Sprint 1 Sprint 2 Sprint 3 Sprint 4-N Post Launch UX DESIGN CLIENT EM SEM DESIGN ENG QA UX CLIENT EM SEM DESIGN ENG QA UX ENG QA SEM CLIENT UX DESIGN ENG QA SEM CLIENT DESIGN UX DESIGN QA SEM UX ENG CLIENT UX DESIGN SEM CLIENT QA ENG User research Ideation Competitive analysis User stories User personals Risk evaluation Client documentation review Business strategy analysis Competitive analysis User interviews Creative brief (rough) Mood board (rough) Persona & story revision Content audit/ recommendations Taxonomy Baseline studies/ reports Sketches & high-level user flows Brand research Color theory Color palettes Font studies Ideation Wireframes Usability study/ paper prototype(s) Findings report Mood boards Color theory Color palettes Font studies Usability study Findings report Wireframes Mood boards Mock-ups Prototypes Motion studies Graphics cut up & optimization Integration support Usability findings Wireframes Consult & advise Design, Eng, QA Tagging spec for analytics Redlines For Devs Build reviews Final usability studies Analytics report Sustainability recommendation Design retrospective
15. Responsive Web Design
16. We’re thinking too small
17. Don’t be the greedy Han Solo
18. Be the hero Han Solo
19. Photo credit: Lauren Goode, All Things Digital We need to get beyond the notion that sales are won or lost in a single channel or through a single aspect of our businesses.
20. We call this the cross-channel experience
21. Mobile and physical shopping experiences need to become seamless – embracing technology can bring in more customers. - Steve Rothwell. The Guardian, 2012
22. 43 percent of smarpthone owners have used their mobile device while in a store for a shopping purpose. - comScore Inc., Shop.org and The Partnering Group, 2012
23. Photo credit: Korky Vann
24. Photo credit: Trevor Long
25. And its not just retail that is evolving with technology..
26. Mobile is changing how entire industries work Mobile Commerce Point of Sale Coupons and Offers Retail TV Everywhere Social Television Interactive E-books Media Clinical Trials Salesforce Automation Tablet Electronic Records Healthcare Mobile Banking / Payments Loyalty / Rewards Programs Mobile Financial Trading Systems Financial Services Digital Concierge In-Room Automation Tables for High Touch Customer Service Hospitality Navigation / Telematics Airline Mobile Ticketing / Check-in Automotive Apps Transportation Content Delivery App Stores Messaging Telco Government to Citizen Smart Parking Education / Advocacy Public Sector
27. The DNA of today’s landscape is in the midst of a fundamental shift. Mobile technology is dramatically changing the way that we interact with the world around us. Geography Industry Business Process People Function A New World
28. Some Examples
30. I needed a lift to the airport
31. I decided to use Uber
32. My location is inherent in the mobile app
33. In 8 minutes a car pulled up
34. Payments are automated & you can rate the driver
35. Receipt is emailed
36. I can track my trips online
37. Web - Account creation, trip history Mobile - Request car, rate driver, tracking, phone verification Environment - The towncar Email - Receipt, follow-up Staff - The driver, customer support Touchpoints
39. I wanted to get a mountain bike
40. So I researched them online
41. I wanted to try them out in-person
42. They had many mountain bikes
43. ...and places to test them!
44. Photo credit: Hien Nguyen Web - Product research, check inventory locations Product - The bikes Staff - Subject matter expert, sales support Environment - Retail store, test trails Touchpoints
45. So what dude?
46. Doing this will lead you to...
50. Deloitte Digital Nick Finck Thank you.
51. Questions? Deloitte Digital Nick Finck
52. Employer Site: DeloitteDigital.com Personal Site: NickFinck.com Email: nfinck@deloitte.com Twitter: @nickf Reach-out to me