How to design digital ecosystems - User Experience for digital channels (THINK & Orkin case study)

Designing digitalecosystems

@thinkinc@thinky#digsouth

Zach Pousman

#DigSouth @thinky @thinkinc

How to do digital strategyin today’s world

How we find insights

How we build the things people will love

I will give you my secrets.

3#DigSouth @thinky @thinkinc

STRATEGY

INSIGHTS

BUILDING (AWESOME) STUFF

I will give you my secrets.


Business model

Brand

Strategy

5

Adapted from Brad Heitmannat Crux & Gagehttp://www.cruxandgage.com


Business model

Brand

StrategyMarket it

Make it



2




Play nice with

others!


How?

understand your ecosystem

find the problem

learn about people (customers, users, readers)

plan your evolution


PRODUCT ECOLOGY

Jodi Forlizzi The Product Ecology: Understanding Social Product Use and Supporting Design Culture. International Journal of Design vol. 2, no. 1. 2008

Hot Tip!


11

Ecosystems

Culture

Con-trols

DesignLanguage

Systems

Pixel

Hot Tip!

Thinking at scale


photo of the spider in the tub.


THE ORKIN BRAND


Total population in geographic area

Total targets in that geography

Those who may switch“consideration set”

AUDIENCE IMPRESSION CONVERSION

Vehicle - direct response banner advertising

(lower % engage)

Vehicle - search advertising(higher % engage)

AudienceTargets

IMPRESSIONS x CTR

Other impressions or follow up impressions

may also cause engagement and

conversions (including branch, call center, site)

Landing page engagement rates

VALUE

Revenue projections based on:

Revenue over 12 months (or LTV)

Retention over baseline

Cross-sell / up sell upgrade opportunity

Segment by likelihood to convert (S, M, L)

Account opening(assume a form)

Account opening completion

Call center

Brand awareness & Brand value

Brand impressions have value, too!

ROI

Segment by likelihood to convert (S, M, L)

% Who Engage

New Members

Revenue ROI

ROI calculation

Revenue - cost to acquire = return

Hot Tip!

THE BUSINESS


Hot Tip!


AWARENESS

RESEARCH

CONSIDERATIONUSE

BUY

BOND

ADVOCATE

Harvard Business Review, December 2010Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places

AWARENESS

RESEARCH

CONSIDERATIONUSE

BUY

BOND

ADVOCATE

Google calls this the Z-MOT

“0th moment of truth”

Hot Tip!


Harvard Business Review, December 2010Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places

INSIGHTS


?!


BRAND EVOLUTION:

“LEVERAGING THE POWER OF SCIENCE”



PEST CONTROL KNOWLEDGE


PEST CONTROL KNOWLEDGE

SCIENCEAPPLIED

NIKE SELLS SHOES


RIGHT?


“BE A PART OF WHAT INTERESTS PEOPLE”


Who does it _________ ?

What role does it play?Is it a replacement or an

addition?

Where does it manifest?

When?

Why does it?

Hot Tip!


inspireeducate & connectWho does it _________ ?

What role does it play?Is it a replacement or an

addition?

Where does it manifest?

When?

Why does it?

Hot Tip!


DESIGN


WE OFFER OUR KNOWLEDGE AS

EXPERTS


PESTCONTROLDOWNTO ASCIENCE


PESTCONTROLDOWNTO ASCIENCE

46

52

Hot Tip!


Mobile Friendly ResponsiveDesigned for Desktop Mobile Apps (wrapper & HTML)

RESPONSIVE DESIGN


“It looks broken on my Kindle!”


MEASUREMENT


Business objectives

Digital channel objectives(hypotheses)

Digital channel ‘flow’

Test and Iterate


Business objectives

Digital channel objectives(hypotheses)

Digital channel ‘flow’

Test and Iterate

Hot Tip!


Hot Tip!


StacyDaniel BenChesleyCaitlinCeciliaGregJenniferTim

Jessica KristenKatieKaylinMeganMikeRachaelWill

CREDITSThe Richards Group

Orkin team


Thanks!

@thinkinc@thinky#digsouth

How to design digital ecosystems - User Experience for digital channels (THINK & Orkin case study)

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