16 digital trends to shape 2016
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Transcript of 16 digital trends to shape 2016
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16 digital trends to shape 2016
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2015 Events
Digital psychology Digital readiness
Multi-device experiences Innovation workshops
Today’s event…
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16 digital trends that will shape exceptional experiences in 2016
Today
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Out thereDoing it already
Inspiring
Boring as…
Where we have pitched this event
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Behaviour Strategy
User experience Design
Technology
We have identified trends in
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Careful how you apply trends. Consider the audience and their needs.
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TREND ONE _____________
Improved continuity across devices
USER EXPERIENCE
TECHNOLOGY
Context drives device choice thought the day
TECHNOLOGY
TECHNOLOGY
TECHNOLOGY
Smarter CMS know that you are working across multiple devices
and provide continuity.
ASK YOURSELF _____________
TECHNOLOGY
“Do you allow your users to work seamlessly across
multiple devices?”
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TREND TWO _____________
Skeuomorphic evolution
DESIGN
TECHNOLOGY
TECHNOLOGY
TECHNOLOGY
ASK YOURSELF _____________
TECHNOLOGY
“How can my interface connect in a more human way?”
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TREND THREE _____________
Move to context data
STRATEGY
Consumer created data
Created as a by-product of an action or transaction
Traditional
New Generation
Large Volume of Unstructured Data
Controlled and Monitored Data
The growth of big data
Awareness
Knowledge
Engagement
Consideration
Preference
$
Old Model of engagement
Value Focus Thinking
Justification & Choice
Framing the Purchase
Information Processing
Anchoring & Adjusting
Typical way of marketing the buying process
Now there is disruption
Value Focus Thinking
Justification & Choice Framing the Giving
Information ProcessingAnchoring & Adjusting
“Friends” & Family Web 2.0
The buying decision making is now non-linear
The buying decision making is now non-linear
But what should that content be?
Understand the tipping point to buy
But now the aim is for data not only to dish up content but to
make the context correct
Sir John HegartyProfessor Brian Cox
Using data will make consumers to tell brands to
F**k Off
Using data to improve knowledge can never be a bad thing
Growth of the trend to use data to define when and where to show the right content in the right context
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ASK YOURSELF _____________
TECHNOLOGY
“Is data creating value and insights that you never knew before and is it improving the context that your brand is shown within?”
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TREND FOUR _____________
Empathy mapping
USER EXPERIENCE
TECHNOLOGY
Refer: Grant Klein and Dave Matthews http://uxaustralia.com.au/uxaustralia-2015/
accessibility-should-mean-great-design
Accessibility should mean great design
THINK AND FEEL I just want to play. I don’t want to do it if it’s hard or
boring.
PAIN A lot of things are hard for me to do
It’s hard to remember what I am meant to do and when
GAIN It makes me feel better when I follow the
plan
HEAR I get told to do some many things.
They tell me it will help me feel better
SEE I have to go to lots of places
and meet lots of people I don’t know.
SEE AND DO Some times people don’t
want to play with me
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ASK YOURSELF _____________
TECHNOLOGY
“Does your current website empathise with your audience?”
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TREND FIVE _____________
User testing becomes easier
TECHNOLOGY
TECHNOLOGY
Everyone obsessed with analytics, but analytics isn’t everything
Usability testing can often give much more valuable insight
In the past you’ve had to sit down with users, watch them go through your site,
and ask them questions as they go
TECHNOLOGY
Now user friendly tools make it easy for you to conduct user testing of any site:
Your site, an industry leader, a competitor’s site, any site.
Tools like Loop 11, WhatUsersDo, Userlytics and UserTesting are getting more advanced and more user friendly.
These tools let you give users tasks to complete on your website.
TECHNOLOGY
ASK YOURSELF _____________
TECHNOLOGY
“Can I afford not to user test?”
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TREND SIX _____________
Increasing DDoS attacks
TECHNOLOGY
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INCREASING DDOS ATTACKS _____________
TECHNOLOGY
Source: Akamai State of the internet Security June 2015
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Targeted industries
Source: Akamai State of the internet Security June 2015
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Source Countries
Source: Akamai State of the internet Security June 2015
INCREASING DDOS ATTACKS _____________
TECHNOLOGY
“For the last three quarters, year-over-year DDoS activity has doubled”
Source: Akamai State of the internet Security June 2015
2x
TECHNOLOGY
Source: Akamai State of the internet Security June 2015
Cost of initiating a DDoS attack is low
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ASK YOURSELF _____________
TECHNOLOGY
“Are DDoS attacks on my watch list?”
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TREND SEVEN _____________
Minimal interface
DESIGN
TheParadoxofChoiceWhyMoreIsLess
by psychologist Barry Schwartz.
If you have one key call to action - make it obvious
Short hand for the menu is getting more subtle (left to right)
A minimal top navigation can work for some audiences
But if you have multiple audiences, like BHP Billiton, the top navigation is still critical.
ASK YOURSELF _____________
TECHNOLOGY
“Are your calls to action clear?”
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TREND EIGHT _____________
Accessible personalisation Wayne Jasek, Kentico
TECHNOLOGY
Challenges of digital marketers in 21st Century
Integrating Customer Experience
Weapons of Choice
How to avoid the headaches?
The rise of accessible personalisation
Challenge 1: Do I really know my customer?
Challenge 2: Am I meeting customer’s expectations?
Challenge 3: Putting the pieces together
Challenge 4: The omni-challenge of omni-chaos
Integrating the experience
Delivering consistency
Integrating the experience
…through the whole customer lifecycle
Weapons of choice to drive CX Two approaches
Start small Iterate
Don’t stop Collect and measure
but most of all don’t do it manually!
How to avoid headaches
How to avoid headachesAutomated online interactions
ASK YOURSELF _____________
TECHNOLOGY
“How can I leverage automation and personalisation?”
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TREND NINE _____________
Death to PDFs
DESIGN
TECHNOLOGY
More of a wish than a prediction
Plenty of clients with large amounts of valuable information, but they put the most desirable content into a PDF for
download.
Breaks the user experience of the website, takes the user out of the
website
TECHNOLOGY
Juicy content can’t be shared or repurposed throughout the site
Not dynamic and can’t be used to link to related content
Harder to search, not all site searches can search PDF content
It’s outdated, and if you still have PDFs on your website in 2016 you’re just
going to look silly
TECHNOLOGY
ASK YOURSELF _____________
TECHNOLOGY
“Am I hiding key content in PDFs”
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TREND TEN _____________
Hyperpersonalisation
STRATEGY
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TECHNOLOGY
“How can I use digital to speed up delivery of my products/services?”
Source: Akamai State of the internet Security June 2015
Adam Jackson, apartment owner
Airbnb shows they care
TECHNOLOGY Adam Jackson, apartment owner
16-year-old Adam Greenwood Travelling Euston to Glasgow
Exceptional service by Virgin Trains in an embarrassing situation
TECHNOLOGY
+ What I’ve bought (transactions) + What I’ve looked for (search) + What I’ve told you (profile) + What I’ve liked (social) + Where I’m and what I’m doing (contextual)
Hyper-personalisation
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TECHNOLOGY Adam Jackson, apartment owner
Our devices are already providing hyperpersonalisation
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TECHNOLOGY Adam Jackson, apartment owner
+ profile + past purchases + where + weather / date + social
McDonalds latest app uses it
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TECHNOLOGY Adam Jackson, apartment owner
Poweryourhyper-personalisationbypeople– toavoidcrossingthelineofover-familiarity,
ormis-timedsentiment
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TECHNOLOGY Adam Jackson, apartment owner
“Yes,myyearlookedlikethat.Trueenough.Myyearlookedlikethenow-absentfaceofmylittlegirl.Itwasstillunkindtoremindmesoforcefully.”
EricMeyer
Where it can go wrong
ASK YOURSELF _____________
TECHNOLOGY
“How can I use hyperpersonalisation to provide exceptional experiences?”
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TREND ELEVEN _____________
GIFs are back, big time
BEHAVIOUR
A picture is worth a thousand words
What is a GIF (Graphics Interchange Format)?
GIFs are “like HD emojis”
GIFs can be joyous emotional shorthand, in the absence of visual cues – we facepalm, give thumbs up, and applaud
If you have to say it, say it in GIFs
= shocking
= Oh wow
= I can’t believe that!
= Drop your jaw, widen eyes and stare dumfounded
GIFs solve misunderstandings in chats.
Facebook added the GIF option in Facebook chat
Slack implemented giphy API
Whatsapp, Viber, WeChat all support stickers and gifs
If you have to say it, say it in GIFs
80 million photos per day
uploaded on Instagram
300 million photos per day
uploaded on Facebook
9000 snapchats sent second
(Source: Instagram, Gizmodo and Snapchat)
Some stats
People are very receptive of them
It’s a new feature being rolled out to businesses on Facebook
Posting the right Gifs could increase presence online and possibly become viral if its targeted and positioned to the right audience
Often more effective than video as it will auto play on news feed
Can be used to prove that there is a “real person” behind the computer
Why business should care?
Demonstrations of products
Blogs, Newspaper & journals - do Hourly/Daily Gifs of Headlines of News articles / Top Stories etc
Brands – write tips/tricks/hacks of their product in a GIF format that can be very shareable
Retail Brands – Promotion with pictures and pricing
Hotels – latest promotions of rooms
Airlines – promote their ticket sales of various destinations
Any emotive advertising would do well – Wedding, Solicitors, F&B.
How to use them?
Wendy's
Guarana Kuat
Coca-Cola’s Brazilian’s brand. It is basically using the rainbow-shootingpoptart meme Nyan Cat with a brand nameslapped on.
Hootsuit
“This example shows one of our followers that just was not happy with us. Instead of leaving this customer upset and angry, we got into a conversation and ended the tensions by hugging it out.”
ASK YOURSELF _____________
TECHNOLOGY
“How can I use images to better connect to my audiences?”
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TREND TWELVE _____________
I want it now
BEHAVIOUR
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TREND ONE _____________
We want it now
BEHAVIOUR
Uber has reset our expectations on how long we should wait
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TREND ONE _____________
We want it now
BEHAVIOUR
You can now track your pizza to your door
ASK YOURSELF _____________
TECHNOLOGY
“How can I use digital to speed up delivery of my products/services?”
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TREND THIRTEEN _____________
Virtual reality goes mainstream
DESIGN
TECHNOLOGY
TECHNOLOGY
TECHNOLOGY
ASK YOURSELF _____________
TECHNOLOGY
“What can I bring to life on my website?”
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TREND FOURTEEN _____________
Social video
STRATEGY
TECHNOLOGY
Even more in the moment Meerkat and Periscope (Twitter)
Periscope is at 40 years of live video each day!
TECHNOLOGY
National Library Australia
TECHNOLOGY
ASK YOURSELF _____________
TECHNOLOGY
“How can you get your brand in the moment with video?”
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TREND FIFTEEN _____________
Gamify anything
BEHAVIOUR
Trend of employing game mechanics to non-game environments
Driven by disruptive technologies (i.e. beacons, wearables) and devices (from smartphone to smartwatch)
What is gamification?
Motivates community engagement
Collect powerful customer data
Better learning experience
Instant feedback
Instant gratification
Friendly competition
Benefits ChallengesPeople cheating the system
Quality may decrease as engagement goes up
Creates addiction to feedback loop rather than intrinsic motivation
Can result in less collaboration if focus is too much on competition between people rather
than winning together.
Keep user engaged post campaign
Having friends to join you provides a social support system that creates a system of accountability as well as motivation to stay on track.
Increase brand exposure
Increase users and conversions
Crowdsourcing helps solve complex problems
Why community collaboration?
A campaign launched to the vast Nike+ community where users compete against each other in the daily amount of physical activity.
Unlocks special trophies and rewards after reaching certain levels
Convert activities into points
Allows users to compare and compete with people from all over the world and friends connected to social media
Complete platform that connects other Nike+ products, runnning and training programs
NikeFuel
A free app designed by gamification expert, Jane McGonigal, aims to help people conquer bad habits and make the process less painful
Includes rewards and quests where players unlock new challenges
User stats are provided to motivate consistency
Choose your allies (other players)
SuperBetter
An enterprise gamification platform designed to be easily integrated into enterprise applications, the collaborative nature of achievements is much
more powerful than individual incentives
Clear calls to action that align them with corporate goals
Engaging feedback mechanism
Engagement is measurable
Gameffective
An online puzzle video game about protein folding with a game-like puzzle interface that allows people from all over the world to “play” and compete
in figuring out various protein structures that fit a researcher’s criteria
Solve puzzles to get up the ladder
A solution was found within 10 days creating a major breakthrough in the AIDS research field which PhD Scientist has been trying to decipher for
the last 15 years
FoldIt
ASK YOURSELF _____________
TECHNOLOGY
“How can I tap into gamification?”
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TREND SIXTEEN _____________
The drones are coming
TECHNOLOGY
TECHNOLOGY
TECHNOLOGY
TECHNOLOGY
TECHNOLOGY
ASK YOURSELF _____________
TECHNOLOGY
“How could drones change your business?”
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Improved continuity across devices Skeuomorphic evolution Move to context data Empathy mapping User testing becomes easier Minimal interface Accessible personalisation Death to PDFs Hyperpersonalisation GIFs are back big time I want it now Virtual reality goes mainstream Social video Gamify anything The drones are coming
16 trends
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How can you apply these trends to your business?
Let’s chat.
w: adelphi.digital | e: [email protected]
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