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SHARING SUCCESS:THE ANATOMY OF A DIGITAL PROJECT
Cory HughesDIGITAL EXPERIENCE DIRECTOR
Estyn JonesUX CONSULTANT
PART ONE:PRINCIPLES
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WHAT IS DIGITAL?
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WHAT IS DIGITAL?IN-HOUSE:– Websites– Tablet & mobile– Social profiles– Blogs & articles
EXTERNAL:– Content
syndication– SEO & SEM– Social marketing– Online campaigns
PHYSICAL:– Digital signage– Digital kiosk– Virtual guide– Virtual host
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WHERE DO I START?:
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DEFININGDIGITALTRANSFORMATION
LOTRANSFORMATION
EVERYONEES@precedentcomms #precsem
Evolving an organisation’s ways of working in order to continue delivering its mission in the face of changing technology, competition, audience need and behaviour.
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MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.”
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26 YEARS+100 EXPERTS IN DESIGN, TECH, STRATEGY & UX 6 LOCATIONS
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DIGITAL STRATEGYWEBSITES, TABLET & MOBILEDIGITAL TRANSFORMATION
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WHERE DO I START?:SIX GLOBALTRENDS
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Generation Z don’t want what came before them.1
47% of all jobs will disappear over the next 20 years.2
‘Global’ is achievable and everyone’s a jetsetter.3
We experience life through our devices.4
We’re about to be blindsided by climate change.5
Local, bespoke & personalised are the new Big Business.6
WHERE DO I START?:3 STEPS TOSUCCESS
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THINK BIGSTART SMALLACT QUICKLYMAKE THE MISSION MEANINGFUL FOR YOUR STAFF AND FOR YOUR CUSTOMERS
“To organise the world’s information and make it universally accessible.”
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“Transportation as reliable as running water, everywhere, for everyone
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“Help create a world where you can belong anywhere.”
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“To be the earth’s most customer-centric company.”
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BH AG
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BIGHAIRY AUDACIOUS GOAL
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“To organise the world’s information and make it universally accessible.”
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THINK BIGSTART SMALLACT QUICKLYDESIGN ITERATIVELY TO VALIDATE THE CASE FOR WIDER DIGITAL TRANSFORMATION.
“To organise the world’s information and make it universally accessible.”
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“A complex system that works is invariably found to have evolved from a simple system that worked.
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“The inverse proposition also appears to be true; a complex system designed from scratch never works and cannot be made to work. You have to start over, beginning with a simple system.”
- John Gall, Systems Therorist
“… the inverse proposition also appears to be true; a complex system designed from scratch never works and cannot be made to work. You have to start over, beginning with a simple system.”
- John Gall, Systems Therorist
THINK BIGSTART SMALLACT QUICKLYIN-FLIGHT OPTIMSATION TO CREATE MOMENTUM THAT IS DRIVEN BY AWARENESS
“When the facts change, I change my mind. What do you do, sir?
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- John Maynard Keynes
$1 BILLION IN 17 MINS
BEFORE YOUSTART
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8 Pillars of Innovation1. Have a mission that matters2. Think big, start small3. Strive for continual innovation, not instant perfection4. Look for ideas everywhere5. Share everything6. Spark with imagination, fuel with data7. Be a platform8. Never fail to fail
- Susan Wojcicki, CEO of Youtube
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START WHERE YOU ARE
THE ANATOMY OF A DIGITAL PROJECT:
DISCUSSION TIME:WHAT’S YOUR(& WHAT ARE THE BARRIERS?)B.H.A.G?
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PART TWO:PRACTICE
THE ANATOMY OF A DIGITAL PROJECT
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GETTING DOWN TO BUSINESSUNDERSTAND YOUR AUDIENCECRAFT THE EXPERIENCEMAKE IT A REALITYEVOLVE THE CONVERSATION
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GETTING DOWN TO BUSINESS
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GETTING DOWN TO BUSINESS
o Getting underneath your organisation’s drivers and objectives
o Identifying what is truly achievable
o Acknowledging and understanding any existing constraints
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GETTING DOWN TO BUSINESS: TOOLS
o Digital SWOT analysis
o Expert reviews
o Stakeholder maps and RACI matrices
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University of Sussex
To define a digital vision for the University; to ensure that this is embedded in University strategy, and to help assess what people, systems and processes are necessary to deliver this vision.
University of Aberdeen
University of Aberdeen
GETTING DOWN TO BUSINESS
o Develops a value-focussed business roadmap
o Optimises investment with clear measures
o Provides identification of competitive advantage
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UNDERSTAND YOUR AUDIENCE
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UNDERSTAND YOURAUDIENCE
o Solves real problems and identifies low-hanging fruit
o Discovers a user’s scenarios, emotional state and environment at key touchpoints with you
o Removes reliance from outdated demographics e.g. ‘young people’
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UNDERSTAND YOURAUDIENCE: TOOLS
o ‘3 dot’ audience prioritisation
o Qual and quant research techniques: surveys, interviews, focus groups, contextual observations
o Persona development (critical tasks and pain points)
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UNDERSTAND YOURAUDIENCE
o Quantifies opportunities to deliver competitive advantage
o Provides real world examples for replicationacross the business
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CRAFT THE EXPERIENCE
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CRAFT THEEXPERIENCE
o Whole team approach – design, process and development
o Validate quickly with users directly
o Focuses on solving the right problem
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CRAFT THEEXPERIENCE: TOOLS
o ‘Post-it note’ information architecture
o Lo-fi, paper and browser prototyping
o Refining and removing content
o Visual design flow and mood-boarding
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CRAFT THEEXPERIENCE
o Reduces the risk of errors in final designand development
o Enables optimisation of customer experience without costly revisions
o Allows wider input to verify concept at an early stage
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MAKE IT AREALITY
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MAKE ITA REALITY
o Deciding what goes under the hood
o Considering integration points
o Investigating hosting platforms to boost performance
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EVOLVE THECONVERSATION
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EVOLVE THE CONVERSATION
o Deepening your ability to measure and monitor success
o Ensuring continuous improvement and senior buy-in
o Developing a fail-fast mentality to all digital initiatives
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EVOLVE THE CONVERSATION: TOOLS
o Customer feedback surveys
o Continued program of user testing
o Competitor analysis and benchmarking
o Brand recognition and awareness surveys
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Monash University
EVOLVE THE CONVERSATION
o Sustainable growth of customer acquisition and retention
o Deepened insight into customer needs, wantsand the purchase lifecycle
o Continued competitive advantage
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GETTING DOWN TO BUSINESSUNDERSTAND YOUR AUDIENCECRAFT THE EXPERIENCEMAKE IT A REALITYEVOLVE THE CONVERSATION
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BUT WHAT DOES IT ALL MEAN?
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WHERE DO I START?:SIX GLOBALTRENDS
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WHERE DO I START?:3 STEPS TOSUCCESS
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BIGHAIRY AUDACIOUS GOAL
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GETTING DOWN TO BUSINESSUNDERSTAND YOUR AUDIENCECRAFT THE EXPERIENCEMAKE IT A REALITYEVOLVE THE CONVERSATION
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WANT TO LEARN MORE? UPCOMING EVENTS:
o 18th October: Advanced Digital Transformation roundtable
o 16th November: ‘Digital Anatomy’ seminar
o 30th November: Hartsquare’s TechSmart conference 2016
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EARLY BIRD PASSES BY 30/09FURTHER 10% OFF EARLY BIRD RATE:PrecedentCustomerCode (1 ticket)PrecedentCustomer Code2 (2 tickets)
TECHSMARTNFP.COM
MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.”
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QUESTIONS & THANK YOU.
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