We must design systems that enhance experiences seamlessly
Brett Cortese //January 30, 2017//
We must design systems that enhance experiences seamlessly
Brett Cortese //January 30, 2017//
Mobile technologies and communications have changed the game for businesses of all kinds and all sizes. With the introduction and proliferation of smartphones, tablets, kiosks and other “in the moment” technologies, we have seen companies race to provide digital touch points to their customers, employees and business partners. Most are striving to find value in digital, but too often they look at value in specific, sometimes dated silos: increased efficiencies, more engagement or a measurable return.
But that was the last decade.
To lead the field in the next wave of consumer and employee expectations, companies must find a way to successfully blend the physical and digital to create one seamless, personalized, convenient 360-degree experience. For companies born long before digital technologies, this is a challenge that requires innovation and evolution on a scale many find uncomfortable.
What is a 360-degree experience? A great example is the current wave of activity and fitness monitors, and our vision of what they need to become. Current models do a great job at keeping track of certain things, but too many activities require additional, inconvenient steps to input data or communicate with the system.
Such inconveniences limit both the usefulness and enjoyment of the products and ultimately hinder the ability of the system to deliver an ongoing positive experience for the user. A 360-degree viewpoints starts with the desire of the user and fills in the experience. Instead of adding steps — like entering diet or other data — we need to imagine and design systems that enhance experiences silently and seamlessly.
Let’s use a potential golf scoring and analysis system as an example. An app that keeps score, allows user to input the selected club for every shot and then processes that data might help golfers improve their game. But if every player has to enter data after every shot, the app probably won’t get much use for very long.
Rather, imagine a system that can read data from sensors in the balls and club heads and automatically enter it into a smartphone with no user action required. Not only does that unburden users to enjoy their game in the moment, it extends the experience, allowing friends to compare shots and measure improvement long after the game is over — not to mention settling all the post-game, in-bar arguments over who had the longest drive off number 11!
To successfully develop and use such systems, companies must stay ahead of technologies that merge the physical and digital and remove friction from the lives of the people in an always-on, constant-demand environment. These technologies are changing, evolving, getting smarter and enabling more. To take advantage, businesses must be lean and agile and must structure themselves to meet the changing consumption habits and expectations of the people they want to connect with.
The largest hurdle to success is of the culture of many of the businesses themselves. Structured in a world where digital didn’t exist, many companies struggle to transform in order to deliver and evolve experiences – both digital and physical. Most organizations still struggle to realize value from their digital products. Delivering valuable digital products requires complex coordination and understanding across the entire organization. They struggle with achieving the right mindsets – not just in how they do things but, more importantly, in how they think.
We examined a number of organizations who are leading the way in digital value delivery and found they share a number of key cultural mindsets:
Through our research we have found the successful integration of these traits into a company culture leads to organizations who can provide true, sustained value for their customers, employees and partners versus those who continue to have low user acceptance for new digital features.
Brett Cortese is founder, president and CEO of Universal Mind, an independent, digital consulting and services firm focused on enhancing human experiences and solving problems through technology with offices in Denver and other major U.S. markets.