NewBase 19 April 2024 Energy News issue - 1717 by Khaled Al Awadi.pdf
Mobile Strategy & Gamification - iMedia Online Retail Summit
1. iMedia Online Retail Summit
Mobile Strategy & Gamification
Presenters:
Mark Neely Kate Linton
Head of Strategy User Experience Principal
mneely@thoughtworks.com klinton@thoughtworks.com
10. The 7 C’s of Effective Omni-Channel Retailing
Convenience
Connection Consistency
All Consumer Touch Points
The 7 C’s are relevant to all consumer
touch points.
Elements(
For the sake of today’s session,
Control Clarity
however, we’ll focus on the role of
mobile devices in achieving the 7 C’s.
Communication Choice
11. The 7 C’s of Effective Omni-Channel Retailing
Convenience
Convenience
Convenience is all about letting
consumers initiate, advance or complete
Connection Consistency the shopping journey at a time or
location that suits them.
Role of Mobile
Elements( Mobile is a ubiquitous, always
on device. It creates the opportunity for
Control Clarity
mobile is to create the bridge between
focussed desktop research and
serendipitous window shopping.
Mobile is always the right
Communication Choice
location and channel.
12. The 7 C’s of Effective Omni-Channel Retailing
Convenience Consistency
Consistency has always been a key
element in retail - particularly delivering
Connection Consistency
the same retail experience at each site,
as this fosters the development of
‘habitual’ behaviours, which are often
subconscious and difficult for
Elements(
consumers to break.
Control Clarity Role of Mobile
It is increasingly important to ensure the
mobile experience is consistent when it
comes to branding, image and design as
Communication Choice well as promotions and offer pricing.
13. The 7 C’s of Effective Omni-Channel Retailing
Convenience Clarity
The form-factor limitations of mobile
devices, combined with the
Connection Consistency consumption context (on the move,
partial attention etc.) mean that clarity is
imperative.
Role of Mobile
Elements(
Control Clarity Give consumers what they need to
complete or progress the purchase
journey - product details, pricing,
availability etc. - in concise,
contextually-relevant bite-sized
Communication Choice
chunks that are easy to navigate.
14. The 7 C’s of Effective Omni-Channel Retailing
Convenience
Choice
Connection Consistency Individuals do not “belong” to a
channel, but certain transactions have a
natural domicile.
Role of Mobile
Elements(
Give consumers the choice of channel
Control Clarity
at all times, and recognise that they
may wish to migrate between
channels as part of their purchase
journey.
Communication Choice
15. The 7 C’s of Effective Omni-Channel Retailing
Convenience Communication
Consumers have long expected to be
able to have a dialogue with retailers via
Connection Consistency
the digital channel.
Role of Mobile
Elements(
Given the inherent role of the mobile as
a communication device, consumers
Control Clarity are particularly sensitive about
communication options.
In addition to email, live chat and click-
to-call, ensure social channels (Twitter,
Communication Choice Facebook etc.) are also linked.
16. The 7 C’s of Effective Omni-Channel Retailing
Convenience
Control
The Web and Apps now provide
Connection Consistency consumers with myriad data about
product, pricing, brand perceptions,
availability etc., which gives consumers
a sense of control over the buying
experience.
Elements(
Role of Mobile
Control Clarity
Customers expect to opt in and define
how they interact with the retailer,
including what brands, products and
locations they want to have specific
Communication Choice interactions with.
17. The 7 C’s of Effective Omni-Channel Retailing
Convenience
Connection
Many retailers and brands have jumped
onto the social web to enhance
Connection Consistency
customer service and drive word-of-
mouth.
Role of Mobile
Elements( But these platforms provide a unique
opportunity to build an emotional
Control Clarity connection with customers.
No single strategy for building
connection, but it starts with an
outside-in view of customer needs, and
Communication Choice fitting in - and simplifying - their
lives.
18. The 7 C’s of Effective Omni-Channel Retailing
Connection
Many retailers and brands have
jumped onto the social web to
enhance customer service and
drive word-of-mouth.
But these platforms provide a
unique opportunity to build an
emotional connection with
customers.
Source: Motista Study of 10 Major US Retail Brands (2011)
20. M-site or App?
Data from the Top 5 US Retailers
(for Web/App usage) - Amazon,
Best Buy, eBay, Target and Walmart
- show that mSites are still the
dominant access point.
Why?
• No need to download App
• Often no functionality
differentiation between App +
mSite
• Serendipitous interest
Lessons?
• Make sure your website is mobile
optimised
• Understand your customer
behaviours before investing in
Apps
Source: Nielsen (2012)
21. Responsive Web Design
As a minimum, organisations
should ensure their web site
content is mobile optimised.
Ideally, they should start
adopting “responsive” web
design approaches.
• Fluid proportion-based grids
• Flexible images
• Priority logic
24. Design for Customer Context
Focussed Browsing Partial Attention
(goal-oriented) (on the couch) (on the move)
25. Seamless Customer Experience
Unified Experience
Traditional approach is to design
different experiences for different
channels.
Consumers are increasingly
looking for a seamless
experience across all channels,
both to create a comforting
sense of consistency and as a
demonstration of authenticity.
27. Closing Thoughts
1. Mobile is in a state of flux.
Mobile platform is yet to decide what it wants to become when it grows up. We are still
at year 5 of a 10 year maturation cycle. Mobile and tablet offerings will evolve
through several more iterations until things settle down.
2. Let go of Web thinking
Every new media has suffered from being “trapped” in the previous paradigm. We
need to let go of the Web paradigm to understand the unique capabilities and
applications of the mobile platform.
28. Closing Thoughts
3. Take a portfolio approach.
Avoid making “big bets”. Think of mobile as more “here today, gone tomorrow” rather than as a
traditional software application. Also, don’t get distracted by product-as-a-company start-ups
(Pinterest, Instagram, DrawSomething) - few are sustainable and have short life-cycles.
4. Start with utility, not sexy.
Map your customers’ experience from end-to-end, and understand the pain points and “moments
of truth”. Define the experience in a way that addresses a real need to make it captive. Layer
social elements around utility, as they are more transient.
29. Closing Thoughts
5. Simplify value propositions.
Consumers’ desire for personalisation increases the degree to which consumers expect niche,
clearly defined products or services. It is not about customised propositions (market of one), but
defining simple, clear product propositions that consumers can understand fit-for-need with
minimal effort.
6. Focus on job, not technology.
Understand the job customers will use your mobile service to achieve, without being distracted
by technology issues. Are your customers hiring your site/App to buy something, seek service
or support, ask for help or for distraction? Understand this and you will have greater clarity
around mobile requirements.
32. What is gamification?
The idea of using
game-thinking and
game mechanics in
non-game contexts to
engage customers/
audiences and solve
problems.
33. What is gamification?
Engagement is comprised of a series
of (largely) interrelated metrics:
• Recency - Time since usage
• Frequency - Regularity of usage
• Duration - Time spent viewing/doing
• Virality - Positive word-of-mouth
• Ratings - Providing usable feedback
Gamification is about driving
engagement, which in turn creates (or
nurtures) loyalty.
34. What is gamification?
Gamification elements rely
heavily on behavioural
economics.
Elements typically allow players
to visualise progress, while also
satisfying fundamental needs
and desires - status,
achievement, self-expression,
competition, collaboration and
rewards.
35. What is gamification?
At its heart, gamification
is about creating an
engaging experience that
allows an organisation to
move from “push”
marketing towards
customer “pull”, and
tapping into peer-to-peer,
viral and social (“earned”)
marketing environments.
36. What is gamification?
That said, gamification is no panacea.
Where products, price or place are grossly unequal,
attempts at gamification (and the loyalty it engenders) is
much less meaningful.
Nor can gamification overcome poor products, poor
market fits, or poor digital customer experiences.
38. Getting started
Starting point is accepting that everything has the
potential to be fun.
It is the mechanics of the game - not the theme - that
make it fun.
40. Getting started
“What behaviours do we want to encourage?”
“What experiences do we want to amplify?”
Identify moments in the customer journey where
we want to increase engagement.
42. “An engaging experience thats kinda fun &
addictive - tying into an existing passion and
extending and enhancing it”
Customer Journey Scenario - MicroBrewery
Map out the customer journey
Envision the product with gamification baked in
43. Identify engagement options
Strategies for increasing engagement
Influencing people’s behaviour through design
58. Categories of game mechanics
Challenges & targets
What happens if you set people a challenge, or give them
a target to reach through what they’re doing?
59. Categories of game mechanics
Unpredictable reinforcement
What happens if you give rewards or feedback on an
unpredictable schedule, so users keep playing or
interacting?
60. Categories of game mechanics
Scores
Can you give users feedback on their actions as a score
or rating allowing comparison to a reference point?
61. Categories of game mechanics
Levels
Can you split your system up into achievable levels
which help users feel like they’re making progress?
62. Categories of game mechanics
Rewards
Can you encourage users to take up or continue a
behaviour by rewarding it, through the design of the
system?
63. Categories of game mechanics
Playfulness
Can you design something which ‘plays’ with its users,
provoking curiosity or making interactions into a game?
64. Categories of game mechanics
Storytelling
Can you tell a story via your design, which interests users
and keeps them engaged?
65. Categories of game mechanics
Leave gaps to fill
Can you leave deliberate gaps (in a design, message,
etc) which users will want to fill, becoming engaged in
the process?
66. Categories of game mechanics
Role-playing
What happens if your system gives users particular roles
to play, or makes them feel like they’re playing a role?
67. Categories of game mechanics
Collections
What happens if you encourage users to collect a set of
things (friends, activities, places, objects, etc) through
using your system?
68. Categories of game mechanics
Make it a meme
What happens if you plan your design to be something
people want to spread, and make it easy for them to do so?
70. Workshop Scenario
Jumbuck MicroBrewery
The client is an Australian "micro brewery" - a small scale
brewery that makes a dozen or so craft beers with limited
volumes.
Their only retail presence is online and at-premises sales. 90%
of their sales comes via their digital channel with home delivery.
They do not currently sell via pubs/restaurants/bars, but they
would like to if they can find the right kind of distributors.
71. Workshop Scenario
Jumbuck MicroBrewery
They currently have a website:
- Product area: explanation of their range of craft beers
- Sales area: where customers can order beers for home delivery
- Club member area: where regular customers can learn more about their brewing
process, see special offers etc.
- Home brew forums: where brewing enthusiasts can swap ideas, recipes and
ingredient recommendations among each other and with the microbrewery's brewing
staff
They currently have a mobile site, with a subset of functionality.
They are considering a mobile app.
