1. Designing for the Multi-Device-Owning, Attention-Short, Hyper-Connected Consumer April 2011

2. ONE PLATFORM PUSHING TO OVER 500 WEBSITES WORLDWIDE

3. A PLATFORM WITHOUT INNOVATION IS A BROKEN ONE

5. Survey data

7. Purchased researched

8. Commissioned research projects

10. Competitive landscape

11. Content framework

14. Integrate KBB User Reviews into brand.com

17. WHILE ONLINE (AND OFFLINE) SHOPPING ITSELF IS EVOLVING

18. AND THAT IS JUST THE NORMAL EVERYDAY PC…3 THINGS WE KNOW ABOUT “EMERGING” DEVICES

19. #1 : PEOPLE ARE BUYING MORE SMARTPHONES Source: Morgan Stanley Internet Trends 6/2010

20. #2 : OWNING A SMARTPHONE CHANGES WHAT PEOPLE DO Nearly all smartphone owners have done at least one of these actions, while over 50% of feature phone users have not performed any actions. Source: Forrester Q2 2010

21. #3 : OWNING A SMARTPHONE CHANGES WHAT PEOPLE EXPECT

22. 1-2-3 RINSE + REPEAT: IT’S MORE THAN JUST SMARTPHONES!! Source: Morgan Stanley Internet Trends 6/2010

23. WE ARE CREATING A HYPERCONNECTED MULTI-DEVICE ECOSYSTEM

24. IT’S A CONFUSING LANDSCAPE OVER WHAT IS BEST FOR WHAT IS IT A GAMING CONSOLE? IS IT A LAPTOP? IS IT A PHONE? IS IT A CAMERA?

25. WELL… IT DEPENDS ON THE TIME OF DAY & WHERE YOU SIT The Sofa Effect

26. OR EVEN WHAT CONTENT YOU MIGHT BE READING The Morning Headlines

27. ONE OF THE TOOLS IN OUR 2011 TOOLBOX…11 CONSUMER TRENDS DRIVING DIGITAL INNOVATION POWER OF NOW CONCEIRGE CULTURE CONSUMER CONTROL EVOLUTION OF COMMERCE COUPON CHIC WORLDS COLLIDE BRAND ME KNOW ME SEAMLESS EXPERIENCES WORLD’S A GAME ATTENTION MANAGEMENT POWER OF NOW ✔ CONCEIRGE CULTURE ✔ CONSUMER CONTROL EVOLUTION OF COMMERCE COUPON CHIC WORLDS COLLIDE ✔ BRAND ME KNOW ME ✔ SEAMLESS EXPERIENCES✔ WORLD’S A GAME ATTENTION MANAGEMENT ✔

28. DESIGNING FOR THE DIGITAL NOMAD

30. Ubiquitous connectivity is an enabler

31. Real world interactions with digital extensions are becoming commonplace

32. QR codes, augmented reality, NFC, RFID, GPS tracking, SMS, and “check-ins”THE VALUE OF A WARM WELCOME 63% ofiPhoneowners use location services at least once a week. Many consumers would share their location for retail perks.MOBILE MARKETING ASSOCATION, 2010 FEEDING A GROWING MOBILE APPETITE Roughly 70% of iPhone and Android owners access the internet at least dailyon their mobile device.FORRESTER TECHNOGRAPHICS, 2010

34. Mobile and tablet apps

35. Saved information carries between devices

36. Mobile app includes deals, check-ins

37. Monocle view leverages augmented reality

38. Open/closed indicator on mobile listings

39. Tablet app includes large photos and mapsDESIGNING FOR THE DIGITAL NOMAD

41. Users and businesses create challenges

42. Different levels of points for different challenges (i.e. the Tin Foil Oragami)

43. Points work to win real world rewards

44. Integrates with Facebook Connect and Twitter API for login and sharing

45. Integrates with Facebook Places for check inDESIGNING FOR THE DIGITAL NOMAD

47. NFC window stickers for business front

48. Custom QR codes for business cards and more

49. Google Goggles is an image recognition app

50. Scan images, landmarks, barcodes, text

51. Can translate, identify, solve Sudoku puzzles

52. Next up: facial recognition?DESIGNING FOR THE DIGITAL NOMAD

54. Closer location range than GPS technology(entrance, cashier, dressing room)

55. Encourages foot traffic and builds database of real world consumer habits

56. User collects “kickbucks” for just walking into participating stores or scanning products

57. Redeems for real life rewardsDESIGNING FOR THE DIGITAL NOMAD

59. What are the dangers of using third party APIs?

60. How do we design an experience for multiple devices?

61. You have to disconnection “content” and “services” from design layer

62. You have to design new functionality for device-specific interactions

63. You have to decide what core functionality travels between

64. Should we and how do we leveraging emerging mobile technology?

65. How do we communicate not just our message, but teach users how to leverage their devices in new ways?DESIGNING FOR THE DIGITAL NOMAD

66. RUNNING ON CONSUMER TIME

68. Information never shuts off

69. Multi-device simultaneous consumption

70. Delayed media consumption

71. Scheduled social engagement (tweet commentary while watching TV)

72. The “back channel” conversationTHE MULTITASKING MASSES Three out of four Americans multi-task with TV and Internet. One-half of multi-taskers do this daily. NIELSEN – YAHOO! STUDY, 2010 MY DEVICE FOR “NOW” 54% of automotive shoppers did mobile research while in line, waiting for an appointment, or driving to the dealership. GOOGLE “THINK AUTO”, 2010

74. Text your question, get an answer in minutes

75. Also available via voice-enabled questions

76. Quick, easy, relatively free, mostly accurate

77. Other competitor service = Google SMS services, which include not just SMS search but calendar, email and blogging RUNNING ON CONSUMER TIME

79. Information and videos about park rides

80. Dining ratings, costs, and menus

81. Activity scheduler and mobile ticket purchase

82. Behind the scenes… video cameras, algorithms, digital park maps spot gridlock early on

83. Also available: instant wait times and answer service via SMSRUNNING ON CONSUMER TIME

85. Uses audio sync technology to keep aligned

86. Participate in real-time: chat, quizzes, polls, behind the scenes videos

87. Check-in and earn badges at virtual locations within the show

88. Also works with episodes on your DVRRUNNING ON CONSUMER TIME

90. Integrates with many popular tools such as Google Reader, Delicious, etc.

91. Download and sync for offline viewing

92. Intuitive mobile interface and gestures (i.e. tap to save)

93. Edit, organize, or tag

94. Share on social networksRUNNING ON CONSUMER TIME

96. How do we clearly bubble up information that is relevant and new?

97. How do we design experiences that work together in real-time? (often needs mechanisms that help sync it)

98. How do we build content into progressive, easy to tackle steps?

99. How do we make the flow easy to postpone and come back to?Instant response also puts a lot of pressure on creating “people” strategy, rather than a content strategy, but for many companies… they can’t man the demand. How to solve?Implement technology that helps bring real-time answers to people’s pressing questions. RUNNING ON CONSUMER TIME

100. BEING A FULL SERVICE BRAND

102. Show only what is relevant to me

103. Tailored to user preferences and behavior

104. Content delivered based on location

105. Show me what I’ve never seen before

106. Predict what I might need next

107. Burden of privacy and securityTHE VALUE OF A WARM WELCOME Consumers are more likely to return to (55%) and buy from (48%) a site that automatically recognizes them.JANRAIN RESEARCH, 2011 GIVING CONSUMERS BACK THEIR TIME 79% of consumers are looking for waysto simplify their lives, whether it be decluttering or finding more quality time. YANKELOVICH STUDY, 2008

109. Enables buying, renting, and viewing movies through iTunes and Netflix

110. Get showtimes and buy tickets through movietickets.com

111. Create “want to see” lists, ratings, and reviews

112. Integrates with Facebook social graph

113. Apps for every device and relevant siteBEING A FULL SERVICE BRAND

115. Visualization helps compare month-to-month spending and categorize expenses

116. Email or text message alerts help avoid fees and warn about budget expenditures

117. Set personal finance goals

118. Set a monthly budget and track it via phone and via webBEING A FULL SERVICE BRAND

120. Not just previous Amazon experience, but experience from around the web

121. Pulls interests from Facebook profile

122. Hit “like” on IMDB, Rotten Tomatoes, Yelp

123. Birthday gift suggestions for your Facebook friends BEING A FULL SERVICE BRAND

125. Coordinate with stylist via phone or online to give your clothing sizes and preferences

126. Trunk full of clothing, free shipping both ways

127. Online expert available for follow-up, feedback, and fitting advice

128. Pay only for what you keepBEING A FULL SERVICE BRAND

130. How do we chunk information into easy to digest, easy to skim, categorized bits?

131. How do we build consumer trust around use of their personal information? Through clear directions, logic, reasoning, disclosures, etc.

132. When do we give consumers an “out”? How do we give them different levels to which to engage?

133. How do we make “personalized” sections of site seamless, focused, natural, and not an after thought… and have enough unique content to support a truly personal experience?BEING A FULL SERVICE BRAND

134. THE WORLD IS CHANGING. THE WORLD HAS CHANGED.HOW DO WE DESIGN FOR TOMORROW?

135. IT’S NOT ABOUT MORE SCREENS Every “screen” is attached to a device that does something different. That I use for a different purpose in my life, and often I am using them at the same time. IT’S NOT ABOUT MORE ACCESS It’s about finding the answers I need at the moment I need it, and postponing my consumption if I don’t have the time. It’s about experiences that operate on my schedule. IT’S NOT ABOUT MORE CONTENT It’s about the right content tailored to who I am, what I like, and the choices I have to make. It’s about making it easier for me by doing the heavy lifting for me. PUTTING MORE STUFF ON MORE SCREENS… ONLY FASTER!!!

136. IT’S ABOUT CREATING TOOLS THAT SPEAK THEIR POWER USE ME WHEN YOU WANT SOME QUICK VALIDATION USE ME TO MAKE SURE YOU AREN’T FORGETTING SOMETHING USE ME WHEN YOU ARE BORED AND WANT TO EXPLORE FOR A WHILE

137. THANK YOU!!! MARTA STRICKLANDINNOVATION DIRECTORMRM WORLDWIDE MARTA.STRICKLAND@MRMWORLDWIDE @MARTASTRICKLAND