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SHARING SUCCESS:THE ANATOMY OF A DIGITAL PROJECT
Cory HughesDIGITAL EXPERIENCE DIRECTOR
Tim O’DonnellOPERATIONS DIRECTOR
AGENDA:PRINCIPLESPERSONALPRACTICE
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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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LOTRANSFORMATION
EVERYONEES@precedentcomms #precsem
WHAT IS DIGITALTRANSFORMATION?
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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.”@precedentcomms #precsem
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26 YEARS+100 EXPERTS IN DESIGN, TECH, STRATEGY & UX 6 LOCATIONS
PRECEDENT.COM
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DIGITAL STRATEGYWEBSITES, TABLET & MOBILEDIGITAL TRANSFORMATION
PRECEDENT.COM
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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Old thinking; competition
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New thinking; incremental gains
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WHERE DO I START?
START WHERE YOU ARE
Long-termPartnership
Sussex
Strategy-ledSHU
360 Research-ledAberdeen
CX-ledMonash
Proof of Concept-led
UWAGuerrilla-ledGreenwich
Resource-ledGloucestershire
Problem solving-ledEBS
User research-ledSunderland
10 Higher Education responses to Digital Transformation
START WHERE YOU ARE
START WHERE YOU ARE
MAKE IT PERSONAL
PART TWO:PERSONAL
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There’s no fixed playbook
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Understand your goals
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DISCUSSION TIME:WHAT’S YOUR& WHAT ARE THE BARRIERS?VISION
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PART THREE:PRACTICE
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THE ANATOMY OF A DIGITAL PROJECT
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GETTING DOWN TO BUSINESSUNDERSTAND YOUR AUDIENCECRAFT THE EXPERIENCEMAKE IT A REALITYEVOLVE THE CONVERSATION
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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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 Extending your reach and ensuring results
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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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WHAT DOES IT ALLMEAN?
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IT’S NOT A PLAYBOOK
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HIERARCHY OF HUMAN NEEDS:
HIERARCHY OF HUMAN NEEDS:
START WHERE YOU ARE
START WHERE YOU ARE
UNDERSTAND YOUR GOALS
START WHERE YOU ARE
UNDERSTAND YOUR GOALS
MAKE THE CHANGES THAT YOU NEED TO SEE
MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.”@precedentcomms #precsem
QUESTIONS & THANK YOU.
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