Presented at Acquia Engage APAC by Tim Fletcher, Head of Platforms and Experiences, VMLY&R. Consumers are increasingly connected, to each other, and to the brands they have a relationship with. This connectedness creates new opportunities, but it also adds complexity that can derail your initiatives if you aren’t paying close attention. The challenge of designing and building systems that deliver true value for both the customer and the business is still the central focus, but as business and customers’ expectations keep evolving, so too must your approach. Over the past 7 years, VMLY&R Australia has been at the forefront of creative and marketing technology, delivering innovation and transformation projects for our clients and partners across the region. This session will explore the insights we’ve uncovered during that time and will draw on our successes and failures to illustrate where things can go wrong, and how to stay on track.

1. MARCH 2019
TRANSFORMATION KEYS
FOR CONNECTED
BRANDS

3. OUR CLIENT PARTNERS
VMLY&R AUNZ

5. A connected brand lives in people’s
lives by connecting with them on an
emotional level — whenever and
wherever they are — and inspiring
them to connect with others.

6. This demands truly integrated, multi-channel experiences, built on a
deep understanding of human behavior in an increasingly
connected and mobile world.
It acknowledges the changing behavior of connected consumers
and their always-on exceptions.
CONNECTING WITH PEOPLE WHEREVER THEY ARE
CONSUMER EXPERIENCE

8. RELIVE THE
EXPERIENCE
WORLDWIDE
COMMUNITY
REAL TIME
TRACKING

9. WHAT PEOPLE ARE USING
CONNECTIVITY FOR?

14. BRANDBUSINESS
EXPERIENCE
TRANSFORMATION

15. “Transformation never ends, you are constantly
changing because everything around you is
constantly changing and you can either use that as a
positive or you can get left behind.”
SAFRA CATZ, ORACLE

16. TRANSFORMATION KEYS
FOR CONNECTED
BRANDS
MARCH 2019

17. THE CUSTOMER
EXPERIENCE
01

18. 86of those who received a great customer
experience were likely to repurchase
from the same company.
%

20. YOU NEED TO HAVE THE RIGHT
STRATEGY IN PLACE.
CUSTOMER EXPERIENCE

21. • Have you done the research to properly understand your customer?

22. • Have you done the research to properly understand your customer?
• Have you mapped out your end to end customer journeys?

23. • Have you done the research to properly understand your customer?
• Have you mapped out your end to end customer journeys?
• Do you have a service blueprint?

24. • Have you done the research to properly understand your customer?
• Have you mapped out your end to end customer journeys?
• Do you have a service blueprint?
• Are you testing your work with customers?

25. PROJECT CONSTRAINTS
CAN GET IN THE WAY
CUSTOMER EXPERIENCE

26. • Sometimes we run out of budget and can’t develop all the features we need.
• Sometimes we run out of time, with the same result.
• Sometimes, despite best efforts, our teams don’t collaborate effectively, and we
design things that are difficult to build.
• Sometimes, things are missed in testing.

27. THE LEADERS
ARE RENOVATING,
NOT DECORATING.
CUSTOMER EXPERIENCE

28. YOU’RE TRYING
TO HIT A MOVING
TARGET.
CUSTOMER EXPERIENCE

29. EXPERIENCE
EXPECTATIONS
ARE ALWAYS
UPDATING….

30. IS AGILE THE RIGHT
APPROACH?
02

31. WHAT IS
AGILE?

32. WHEN DOES
AGILE WORK
REALLY WELL?
CHOOSING THE RIGHT APPROACH

33. • When your product or system is not yet defined.
• When you have a deeply engaged client
• When you have a business need to be in market quickly
• When you have dedicated resources.

34. WHEN DOES
AGILE NOT WORK
SO WELL?
THE CUSTOMER EXPERIENCE IS KING

35. • If you have a fixed budget.
• When your organisation isn’t on board.
• When you have a client who is fairly hands-off.
• When you have complex integrations.

36. Agile can be a powerful approach
because allows you to optimise
for uncertainty.

37. FROM PROJECTS TO
PRODUCTS
03

46. A SHIFT IS NEEDED FROM A
PROJECT MINDSET TO A
PRODUCT MINDSET.

49. • Audience Segmentation Tools
• Engagement Scoring
• Personalisation Tools
• More complex integrations
YOU CAN TURN ON
ADVANCED CAPABILITIES
OVER TIME.

50. Somerthing product focused again
IT WILL CHANGE THE
MAKEUP OF YOUR TEAM.

51. IT TAKES
A VILLAGE
04

52. DIGITAL
IT
MARKETING
3RD PARTY
ACCESSIBILITY
BRAND
CONSULTANT
SI PARTNER
IT TAKES A VILLAGE
AGENCY CLIENT
PLATFORM
VENDOR
3RD PARTY
TESTERS RELATED
PROJECTS
INTERNAL
BRAND

53. FOCUS ON ALIGNMENT
• Alignment on objectives
• Alignment on who is involved
• Alignment on roles and responsibilities
• Alignment on the parameters, time, cost, scope

54. BUILDING COHESION
• At the start - formalise the team
• During the project - put some effort into social contact
• Most important - if you can - colocate, colocate, colocate
BUILDING COHESION

55. GOVERNANCE
• Identify all the players upfront
• Document roles and responsibilities
• It determines the nature and frequency of
communication flows
• Helps to surface, and deal with, risks and issues early

56. QUALITY IS A
TEAM EFFORT
05

57. QA use to happen at the end

58. Don’t bite off more
than you can chew

59. THE RIGHT TOOL, AT THE RIGHT TIME
Sketch
Designing
interfaces for
modern devices
Invision
Clickable
prototypes +
feedback from
client
Zeplin
Final delivery and
collaboration
between
developers and
designers
Abstract
Version Control
and collaboration
for designers
Show our tool set. Slack, Abstract,
zeplin, sketch

60. DESIGN SYSTEMS

61. Testing automation
is your friend

62. Testing automation
• Automated Component (Unit) testing
• Automated Functional testing
• Automated UI (Visual) testing

63. RECAP
05

64. Think
About Quality
The
Village
On
Agile
On Projects
& Products
Importance
of CX