5/13/14

Winning in the Face of Adversity

Context

REACTING TO CHANGEADT IS USED TO THIS

BUT NOW WE ARE DEALING WITH THIS

BUT WE ARE NOT BUILT TO SHIFT QUICKLY

SO WE NEED TO CHANGE THE WAY

WE THINK AND ACT

7

FORGET WHAT WE KNOWAdopt a way of winning in this new context, and

embrace the approach and tools that allow us to

think and react quickly

BUT HOW?

Business Pressures

9

We are competing against stronger

security focused providers, cable and

telcos, technology companies, and

innovative service providers.

This requires new strategies

to defend the core and compete.

COMPETITIVE PRESSURES

10

ADT.com conversion rate (visit to lead) has

diminished over the last 3 years due to

competition, consumer expectations and sales

execution. We’ve stabilized that negative trend

through ‘visual’ A/B testing, but it’s not enough.

CONSUMERS ARE EMPOWERED WITH OPTIONS

11

We need to do more, with less, faster

and smarter then ever before in order to

succeed in the new landscape.

MORE NEEDS THEN EVER

A FAMILIAR JOURNEY

need to

change

peak of inflated

expectations

trough of

disillusionment

slope of

enlightenment

plateau of

productivity

Audi operates on the plateau of productivity and has stated that their continuous delivery approach revolutionized

the way they plan and evolve their digital marketing and platforms.

A FAMILIAR JOURNEY

Audi has stated that their continuous delivery approach revolutionized

the way they plan and evolve their digital marketing and platforms.

Changing The Way We Work

15

Individuals and interactions over processes and tools

Tangible work product over comprehensive documentation

Teams and collaboration over meetings and presentations

Responding to change over following a rigid plan

While there is value in the items on the right,

we value the items on the left more.

AGILE APPROACH PHILOSOPHY

16

Our New Process

• We will leverage broad expertise….

• ADT LOB Leads

• ADT Marketing Leads & Teams

• ADT Information Technology Leads & Teams

• Sapient Marketing Services

• Sapient Development and Support Services

• In a connected and predictable process

• Weekly operations meetings with representation from each group

• Daily stand up meetings with tactical teams

• Working in predictable sprints

• Set capacity with the ability to “burst” when needed

17

Our Tools

• Adobe Experience Manager

• Adobe Test & Target

• Adobe Analytics

• Google Analytics Premium

• Optimizely

• Crazy Egg

• Communispace

• Usertesting.com

A Foundation for Success

19

We worked to curb a more recent and significant drop in site conversion evan

as site traffic increased.

From our aggressive testing a hypothesis grew that the problem isn’t

visual, the problem is empathy, that current UX isn’t answering changing

consumer expectations or meeting their needs.

So we ran a test of our current UX vs a very compact, concise UX.

A FUNDAMENTAL ISSUE

Leads up41%

With prospect vs. customer mix consistent across both

experiences

Record call to phone leads consistent

22

Crazy Egg Test

23

The User Interface (flow-navigation) & Content

need to be completely redesigned based on VOC.

However, we’re going to do things different

to get to the right answer.

We’re going to let the data tell us the truth.

CONCLUSION

The traditional process for full redesigns can be time

and capital intensive, yet still risky.

⟩

Develop

Designs

Highest diversity

of approaches

Select a

Design

Limited diversity.

Opinions from

stakeholders and

partners

Usability

Test(s)

Simulated

situations, limited

sample

sizes, confirmation

bias

Full

Development

Time, resource, an

d capital intensive

Launch a

Site

First look at

real-world

performance

⟩ ⟩ ⟩

24

9-12 month timeline, single release, subjective / qualitative design process

25

We are taking a drastically different approach in order to

accelerate time-to-market and gather insights faster.

⟩

Develop Multiple

Paradigms

Focus on true

diversity, based on

research and best

practices

Launch Multiple

Sites

Limited but functional

sites that test major

paradigms against real

users

Distill

Insights, Design

Winner(s)

Optimize / combine

/extend, based on

actual results

Expand and

Operationalize

Build the full platform

on top of a system with

proven conversion

capabilities

⟩ ⟩

2-4 month timeline, multiple releases, objective, quantitative design process

What Do Users Want?

27

User Research Underway

• Internal Research

• Desk Research

• Segmentation Study

• User Testing & Interviews

• Live Chat Disposition

• Call Disposition

28

QUESTIONS ADT.COM MUST ANSWER

BRAND RESPONSE DIRECT RESPONSEBRAND

User want to know…

29

HOW ADT.COM IS CURRENTLY ANSWERING

BRAND RESPONSE DIRECT RESPONSEBRAND

How are we currently answering their needs?

30

To address these gaps, our first priority will be to create small, static sites that answer these questions better and allow us to test.

31

We’ll then use our learnings to build an enterprise-level, modular and dynamic platform. Our focus will shift to enabling scalability and improving operational efficiencies.

LAYOUT AND

NAVIGATION

PARADIGMS

33

We’ve observed three main

ways in which users navigate

sites and content today.

COMPACT TRADITIONAL LONG-FORM

≣

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COMPACT TRADITIONAL LONG-FORM

apple.com

paypal.com

google.com/hangouts

We’ve observed three main

ways in which users navigate

sites and content today.

Traditional Design Review

Looking Ahead

System Configurator,

Quotes and eCommerce

Product / Feature

Demonstrations

Program Approach and

Timing

45

Program Overview

46

Sprinting to a new Foundation

Thank You.