Anatomy of a digital project seminar - 20th September, London
Transcript of Anatomy of a digital project seminar - 20th September, London
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SHARING SUCCESS:THE ANATOMY OF A DIGITAL PROJECT
Cory HughesDIGITAL EXPERIENCE DIRECTOR
Estyn JonesUX CONSULTANT
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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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WHERE DO I START?:
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DEFININGDIGITALTRANSFORMATION
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LOTRANSFORMATION
EVERYONEES@precedentcomms #precsem
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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.”
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26 YEARS+100 EXPERTS IN DESIGN, TECH, STRATEGY & UX 6 LOCATIONS
PRECEDENT.COM@precedentcomms #precsem
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DIGITAL STRATEGYWEBSITES, TABLET & MOBILEDIGITAL TRANSFORMATION
PRECEDENT.COM@precedentcomms #precsem
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WHERE DO I START?:SIX GLOBALTRENDS
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Generation Z don’t want what came before them.1
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47% of all jobs will disappear over the next 20 years.2
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‘Global’ is achievable and everyone’s a jetsetter.3
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We experience life through our devices.4
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We’re about to be blindsided by climate change.5
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Local, bespoke & personalised are the new Big Business.6
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WHERE DO I START?:3 STEPS TOSUCCESS
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THINK BIGSTART SMALLACT QUICKLYMAKE THE MISSION MEANINGFUL FOR YOUR STAFF AND FOR YOUR CUSTOMERS
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“To organise the world’s information and make it universally accessible.”
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“Transportation as reliable as running water, everywhere, for everyone
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“Help create a world where you can belong anywhere.”
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“To be the earth’s most customer-centric company.”
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BH AG
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BIGHAIRY AUDACIOUS GOAL
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“To organise the world’s information and make it universally accessible.”
@precedentcomms #precsem
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THINK BIGSTART SMALLACT QUICKLYDESIGN ITERATIVELY TO VALIDATE THE CASE FOR WIDER DIGITAL TRANSFORMATION.
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“To organise the world’s information and make it universally accessible.”
@lindzeiy @precedentcomms #precsem
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“A complex system that works is invariably found to have evolved from a simple system that worked.
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“The inverse proposition also appears to be true; a complex system designed from scratch never works and cannot be made to work. You have to start over, beginning with a simple system.”
- John Gall, Systems Therorist
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“… the inverse proposition also appears to be true; a complex system designed from scratch never works and cannot be made to work. You have to start over, beginning with a simple system.”
- John Gall, Systems Therorist
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THINK BIGSTART SMALLACT QUICKLYIN-FLIGHT OPTIMSATION TO CREATE MOMENTUM THAT IS DRIVEN BY AWARENESS
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“When the facts change, I change my mind. What do you do, sir?
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- John Maynard Keynes
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$1 BILLION IN 17 MINS
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BEFORE YOUSTART
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8 Pillars of Innovation1. Have a mission that matters2. Think big, start small3. Strive for continual innovation, not instant perfection4. Look for ideas everywhere5. Share everything6. Spark with imagination, fuel with data7. Be a platform8. Never fail to fail
- Susan Wojcicki, CEO of Youtube
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START WHERE YOU ARE
THE ANATOMY OF A DIGITAL PROJECT:
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DISCUSSION TIME:WHAT’S YOUR(& WHAT ARE THE BARRIERS?)B.H.A.G?
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PART TWO: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
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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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University of Sussex
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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
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University of Aberdeen
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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 Investigating hosting platforms to boost performance
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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
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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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GETTING DOWN TO BUSINESSUNDERSTAND YOUR AUDIENCECRAFT THE EXPERIENCEMAKE IT A REALITYEVOLVE THE CONVERSATION
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BUT WHAT DOES IT ALL MEAN?
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WHERE DO I START?:SIX GLOBALTRENDS
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WHERE DO I START?:3 STEPS TOSUCCESS
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BIGHAIRY AUDACIOUS GOAL
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GETTING DOWN TO BUSINESSUNDERSTAND YOUR AUDIENCECRAFT THE EXPERIENCEMAKE IT A REALITYEVOLVE THE CONVERSATION
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WANT TO LEARN MORE? UPCOMING EVENTS:
o 18th October: Advanced Digital Transformation roundtable
o 16th November: ‘Digital Anatomy’ seminar
o 30th November: Hartsquare’s TechSmart conference 2016
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EARLY BIRD PASSES BY 30/09FURTHER 10% OFF EARLY BIRD RATE:PrecedentCustomerCode (1 ticket)PrecedentCustomer Code2 (2 tickets)
TECHSMARTNFP.COM
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MEANINGFUL IDEAS,INTELLIGENTLY DELIVERED.”
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QUESTIONS & THANK YOU.
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