MAKING MARTECH WORKadapting an omni vision

penny.malm@nobia.com november 2016

TODAY

1. about me and about nobia

2. little bit of innovation theory

3. getting to the nobia vision

4. how we plan to meet it

5. organisational thinking

6. martech belief system

7. you

ABOUT ME (JUST A LITTLE BIT)

add logos

NOBIA

Innovation is the new black

DATE: 2016-10-14 Copyright BLINK and Doberman 2016, not for redistributionNOBIA

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New ways of attaining information and inspiration

Online drawing tools New (and fun) ways of getting started

New types of customer services Innovation in other industries changes consumer expectations

Virtual reality

THE KITCHEN BUYING GAME IS CHANGING

This is what I need to make this project a success…

(one word)C

HOW WILL PEOPLE BUY KITCHENS IN THE FUTURE?

START. CUSTOMER IS KING. KNOW THE JOURNEY

FIND THE MOMENTS THAT MATTER

UNDERSTANDING PAIN POINTS

Post-purchase

BEFORE DURING AFTER

InstallPurchaseFinaliza>on&Decision

Detailedplanning&Evalua>on

Research&AssessmentTriggerConcreteinsp.

&VisionTriggerAbstractdreaming

customers dropping out

DEFINING THE OMNICHANNEL VISION

SEAMLESS EASY

INSPIRING COLLABORATIVE

FUN

GETTING DEEP. THE ECOSYSTEM

thanks Doberman

Doing is thinking.

INNOVATION THINKING

DOUBLE DIAMOND DESIGN LED THINKING ACROSS THE BOARD

https://medium.com/digital-experience-design/how-to-apply-a-design-thinking-hcd-ux-or-any-creative-process-from-scratch-b8786efbf812#.wgc35avfj

DEFEND: GROWTH HACKING & OPTIMISATION

EXTEND: TEST STORES

HOW TO STRETCH: AN INNOVATION LAB

IMG_1314.MOV

SO THAT’S THE CONTEXT. BACK TO MARTECH

SEPARATE THE FRONT END FROM THE BACK END: WITH CARE

A NEW KIND OF ECOSYSTEM: MODULAR, CLOUD BASED

➤ sharing is caring: use the consumer stories all the time

➤ the whole business needs to get more agile

➤ prioritise against results and known pain points

➤ have a clear, shared vision

➤ work deep into the organisation

➤ sometimes we have to compromise

➤ act as light as possible: when an idea really takes off you’ll have no trouble getting the funding for the big system change

➤ work close but have clear responsibility areas

➤ build the case for investment together

➤ implement modularly

SOME OF MY MANTRAS

THANK YOU

Penny Malm November 2016