Navigating the Digital Ocean

NavigatingThe Digital Ocean

Paul Wander, Co-founder, The Inviqa Group

We work with…

Let’s Just, er, Do Stuff

Now What?

Brand, People& Context

Stage 1: The Digital Trinity

Understand, research & analyse.

Stage 2: The Human-centric Approach

Understand context=

Research people+

Analyse touchpoints

Analyse brandTouchpoints.

• Engage with all channels.• Store & factory visits.• Brand collateral.• Get “The brand message”.• Assess omni-channel capability.• Method act!

Research people.• Demographics (MOSAIC).• Customer segmentation.• Current traffic.• Existing market research.• Vox pops (internal/external)• Brand awareness.• Buy/commission/create

reports.

Use your research to develop realistic customer profiles.

Enrich them with relevant scenarios & contexts.

Invent realistic - yet hypothetical - objectives with ‘multi-channel journeys’ to satisfy them.

Take note of missing or under-developed channels

Many consumers. Many journeys. Many devices.Many goals.

… and a lot of relationships to consider.

We now have a problem…

Final Product • Engagement

• Relevancy

• Concurrency

Impact MappingStage 3: Business Value

Start with why?

Why are we doing this?

Define agoal.

“We will increase revenue by 20% by

June 1st 2014 & improve brand advocacy 10%”

Give your goal measurements, specific metrics & timeframes.

GoalWhy are we doing this? What is the goal?

Actors

How can the actors help or obstruct the goal? How should their behaviour change?

Impacts

Who can help achieve or obstruct our goal?

What can we do to support the impacts?Deliverables (inc. features)

Inertia to

ward

s go

al

You will get a lot of features!

Don’t panic. It’s a good sign.

Minimise the core features. Relate them to your ’why’.

Create & test them.

Prototyping.Stage 3: Try Something

Complex Architectures?

Or

(…KISS)

Understand. Your

Self

Customers

Goals

Do less, better.

Thank you.@inviqa @pwander paul@inviqa.com

inviqa.com

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