THE CONNECTED LIFESTYLE IS HERE. ARE YOU READY?

We've compiled our top 10 suggestions from Bottle Rocket's team of experts to keep your company competitive in 2020 and beyond.

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40% of Baby Boomers, 57% of Gen Xers and 78% of Millennials say that a company must have a great digital experience to keep their business.

In the past, it was sufficient to have a website for your business, or even better a mobile app. This alone was enough to differentiate you from others less digitally savvy. But in today’s fast-moving, always-on business environment, it takes more than just a mere digital presence to earn the loyalty and trust necessary to survive well into the future. We refer to this new reality as The Connected Lifestyle, and businesses that are embracing it are succeeding, while others are left behind. Case in point, an HBR report cites the number one reason more than half (52 percent) of the Fortune 500 have disappeared since the year 2000 is their failure to achieve digital change.

This new reality has spawned a new type of customer for your business as well. We call them Connected Customers. This term refers to those customers that interact with brands through digital means such as web sites, apps or Alexa skills. An overwhelmingly large percentage of the population falls into this category. And mobile devices are leading the charge as the most preferred channel of engagement. Connected Customers are everywhere and span every generation.

And what do these Connected Customers want? They want simple and convenient experiences that are both efficient and fun. They want brands to anticipate their wants and desires (without being creepy). They want to be surprised and delighted, and they expect brands to keep up. They want to do business with you when they want and on their terms. They want a personalized experience that feels like it was designed just for them.

In the past, it was sufficient to have a website for your business, or even better a mobile app. This alone was enough to differentiate you from others less digitally savvy. But in today’s fast-moving, always-on business environment, it takes more than just a mere digital presence to earn the loyalty and trust necessary to survive well into the future. We refer to this new reality as The Connected Lifestyle, and businesses that are embracing it are succeeding, while others are left behind. Case in point, an HBR report cites the number one reason more than half (52 percent) of the Fortune 500 have disappeared since the year 2000 is their failure to achieve digital change.

This new reality has spawned a new type of customer for your business as well. We call them Connected Customers. This term refers to those customers that interact with brands through digital means such as web sites, apps or Alexa skills. An overwhelmingly large percentage of the population falls into this category. And mobile devices are leading the charge as the most preferred channel of engagement. Connected Customers are everywhere and span every generation.

And what do these Connected Customers want? They want simple and convenient experiences that are both efficient and fun. They want brands to anticipate their wants and desires (without being creepy). They want to be surprised and delighted, and they expect brands to keep up. They want to do business with you when they want and on their terms. They want a personalized experience that feels like it was designed just for them.

This new type of customer isn’t just young people newly entering the marketplace. Forty percent of baby boomers, 57 percent of Gen Xers and 78 percent of Millennials say that a company must have a great digital experience to keep their business. And these numbers are growing every year. That’s essentially most of the people your business serves.

The bad news is that it’s hard. Especially for established businesses that don’t favor change. But the good news is there is a significant return on investment for businesses that deliver a tech-enabled experience that surprises and delights. In fact, 67 percent of consumers say they’ll pay more for a better experience. So, if you are interested in leveraging the power of The Connected Lifestyle to grow your business by better serving the Connected Customer, here are some suggestions to consider.


This new type of customer isn’t just young people newly entering the marketplace. Forty percent of baby boomers, 57 percent of Gen Xers and 78 percent of Millennials say that a company must have a great digital experience to keep their business. And these numbers are growing every year. That’s essentially most of the people your business serves.

The bad news is that it’s hard. Especially for established businesses that don’t favor change. But the good news is there is a significant return on investment for businesses that deliver a tech-enabled experience that surprises and delights. In fact, 67 percent of consumers say they’ll pay more for a better experience. So, if you are interested in leveraging the power of The Connected Lifestyle to grow your business by better serving the Connected Customer, here are some suggestions to consider.

This new type of customer isn’t just young people newly entering the marketplace. Forty percent of baby boomers, 57 percent of Gen Xers and 78 percent of Millennials say that a company must have a great digital experience to keep their business. And these numbers are growing every year. That’s essentially most of the people your business serves.

The bad news is that it’s hard. Especially for established businesses that don’t favor change. But the good news is there is a significant return on investment for businesses that deliver a tech-enabled experience that surprises and delights. In fact, 67 percent of consumers say they’ll pay more for a better experience. So, if you are interested in leveraging the power of The Connected Lifestyle to grow your business by better serving the Connected Customer, here are some suggestions to consider.

wishing you a successful and innovative 2020.

wishing you a successful and innovative 2020.

wishing you a successful and innovative 2020.

cwc calvin signature

Calvin Carter
Founder & CEO, Bottle Rocket

References:  “Digital Transformation Is Racing Ahead And No Industry Is Immune,” Harvard Business Review, July 19, 2017

TRENDS TO PAY ATTENTION TO

COOPERATIVE TECHNOLOGY

01. COOPERATIVE TECHNOLOGY

invest in a seamless experience across digital properties.

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Omnichannel experiences will be replaced by experiences that purposefully blend across devices and work seamlessly together in service of the user.

TIMELINE: DO NOW

Providing an omnichannel experience for your customers is no longer a competitive differentiator. The new expectation of serving users will be providing an experience supported by what we call “cooperative technology”—basically this just means that each touchpoint and platform your users interact with must be seen as a single holistic experience. And they all need to work together seamlessly.

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Think about it this way. If your web app was first accessed by a user on a mobile device, but they revisit your business on desktop web, how can you provide an experience that continues their journey rather than a non-contextual experience? How about when they take their relationship with you to the next level and start using your app? Is there a speed bump or does it just flow from one device to another? Is all their data instantly available in the app? How about if they move back to web, or use a voice assistant like Alexa to connect with you? Can you start an interaction with voice then seamlessly move to mobile when it makes sense? For truly stellar experiences, brands will need to acknowledge each and every touchpoint a user interacts with and purposefully blend these experiences together in a logical fashion.

Users don’t notice technology that is easy to use, but an absence of bad customer reviews is not an excuse to halt product improvement. Instead of people shouting about how easy something is, brands will need to observe new metrics of how to measure customer engagement—likely powered by engagement platforms, product analytics tools and machine learning-enabled data science.

Contextual data will drive personalized features, not just personalized data. Moving between devices usually just means things like account data, past transactions and any type of user-enabled saved favorites are shared across platforms. Simply having the same data shared across platforms is no longer the standard. Behavior on one platform should alter experience on another. How will features change if a user is at work or home, in their car or in your store? Location-enabled information will fundamentally shift how a product is used. Rather than just getting a push notification about sales and promotions when a customer enters your store, your mobile app will offer a completely different experience. We are moving from an age where information was contextual to where entire features of a product will be personalized, and a new way of thinking is required.

- HAYDEN WOLF, Senior Analyst — Business Strategy

MOBILE ORDERING & COMMERCE

02. MOBILE ORDERING & COMMERCE

mobile ordering and commerce should be the most delightful part of your entire digital experience.

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Mobile ordering is a massive part of revenue for companies that do it right. It will continue to grow as the rise in mobile commerce becomes the norm and more brands adopt this type of customer engagement opportunity. 

TIMELINE: DO NOW

Mobile commerce has been on a staggering global growth curve over the last few years. Since 2016, we have seen $1 trillion to $2 trillion total revenue and growth from 50 percent to 65 percent of all ecommerce sales happening via mobile. For 2020, expectations are almost $3 trillion and 70 percent respectively. That means your biggest payoff is to be laser-focused on mobile commerce, not just traditional ecommerce. There is a difference in what consumers consider a good experience when you introduce mobile into the equation.

Mobile orders currently account for 60% of all digital restaurant orders!

Mobile ordering and commerce

Quick service restaurants (QSRs) have been a leading segment in this rise with mobile ordering and delivery up 130 percent over the same period with some markets increasing by over 300 percent.  Mobile orders currently account for 60 percent of all digital restaurant orders and are expected to make up 11 percent of all QSR sales, totaling $40 billion by the end of 2020. Some companies who have invested heavily in mobile are indicating they’re closer to 30 percent of all sales coming through mobile.

But mobile ordering isn’t just for coffee or dinner. With increasing familiarity, customer expectations for the mobile ordering experience are rising—personalization, quality and trust are top of mind. When customers have a great experience, whether ordering coffee ahead of time or ordering dinner at their home, they want all their digital brand experiences to be just as simple. This experience applies whether they’re shopping for a new car, renewing their utilities, grocery shopping or balancing their checkbook. As digital ecosystems, along with the business and technology partnerships necessary to support them, continue to expand for everyone from retail to restaurants, the coordination required to deliver on these customer expectations becomes more challenging but more necessary.

In-app integration of loyalty, delivery and payment are now requirements for success with the Connected Customer. Simply, having a robust mobile ordering system will not get your business as far as it did a few years ago. Changing customer expectations will require your brand to find new ways to surprise, delight and reward your customers through your mobile ordering experience. The standard has officially shifted; if your digital brand experience does not match the quality of other brand experiences, even those outside your industry, customers will take their business elsewhere.

- PETER BANDY, Manager — Business Strategy

CUSTOMER EXPERIENCE

03. CUSTOMER EXPERIENCE

demonstrate respect for your users above all else.

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In the age of analytics, machine learning and data-driven design, respecting your customers must be a priority.

TIMELINE: DO NOW

As design becomes democratized and data becomes readily available, many well-meaning companies are anxious to perform in the marketplace and have de-prioritized the needs of their customers in favor of increased conversion, engagement, adoption and retention. As a result, humans are targeted every time they go online, use social media, purchase via online commerce or leverage search engines. And they are getting fed up.

In her article, “Respect is the One Value”, Cyd Harrell discusses this trend and implores designers to go beyond empathy and embrace respect. It’s not enough to just meet user needs anymore, she says “companies must work hard to gain the respect of their users, by demonstrating respect for their time, their dignity, their ability, their means.” To demonstrate this respect, companies need to be explicit and transparent. Even something as simple as a “we would like to use your data to help you with our products and services” message with an opt-in button can go a long way towards cultivating respect.

While a savvy designer and product manager can leverage knowledge of online behavior to encourage a customer to make a purchase, they would be better served by using that data to build a relationship. Instead of pushing products based on a customer’s browsing behavior or asking users to fill out surveys under the pretense that it will improve service, be respectful of user’s wallets and time by focusing on providing true value. Customers will recognize when companies respect them and will use that information to determine who to do business with. This will be a key differentiator for companies in the next decade.

- DEB GELMAN, SVP — Experience Design
- DEB GELMAN, SVP — Experience Design

As the adoption of voice devices continues to rise, brands will need to not only figure out how to best utilize voice in their digital ecosystems, but also ensure they are paying attention to voice search optimization opportunities and challenges.

TIMELINE: PUT ON YOUR ROADMAP

VOICE SEARCH OPTIMIZATION

04. VOICE SEARCH OPTIMIZATION

taking a chance on voice search optimization is worth the risk.

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To date, over 66.4 million, or 26.2 percent, of the U.S. adult population, owns a smart speaker. That’s representative of 40 percent growth in 2018 and additional growth of 32 percent in 2019. As this grows, we are seeing an overall increase in awareness and a general higher level of comfort towards voice user interfaces.

Mobile phone laws in many states and the advent of Apple CarPlay and Google Auto are also accelerating consumer adoption of voice experiences.

Going forward, it will be imperative that brands charter into somewhat new territory and investigate both the opportunities and challenges that voice search optimization brings. Brands are now experiencing a shift where touchpoints are transforming to listening points, and organic voice search will be a key way in which brands have visibility. In order to ensure that a brand gets properly articulated when a user asks about their company, their web content has to be structured in a way that allows voice speakers to accurately determine user questions. For example, having a strong FAQ section on a brand’s website in a Q&A format helps voice assistants index a brand and train it to respond properly when a user asks those questions going forward.

- LUKE WALLACE, Director—Android Engineering
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GROWTH STRATEGY

05. GROWTH STRATEGY

using a modern marketing stack will put distance between you and your competitors.

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Brands that have a modern growth stack in place and orchestrate multi-channel campaigns will put distance between themselves and competitors that don’t.

TIMELINE: DO NOW

Every product and marketing team on the planet is trying to solve the age-old question, “how can we acquire more users at a lower cost and keep them longer?” One clear result of these efforts is the noticeable increased investment in modern MarTech tools that allow organizations to move faster and realize value with far fewer resources. Self-service data collection, product analytics and engagement platforms are rapidly expanding into brands’ ecosystems and are built to minimize the amount of time spent managing the plumbing that is typically associated with them. These modern tools typically require a simple SDK and tracking functions to be implemented and the rest is managed in an intuitive interface that allows teams to focus on what they do best—prioritizing product roadmaps based upon data-driven decision making, as well as creating creative marketing campaigns that are hyper-personalized for end users.

Brands that have these tools in place are at a huge advantage over competitors.

Brands that have these tools in place are at a huge advantage over competitors and will be able to drive large engagement numbers with minimal effort to execute. Want to see what this looks like in action? Check out Burger King's Whopper Detour campaign. Backed by a modern growth stack, this campaign drove six million app downloads and reached number one in the Apple App Store as a result (https://youtu.be/D6uuEQmn5vQ).

While it may be tempting to implement MarTech tools in hopes of immediately transforming how your business understands and attracts customers, it is critical to first understand how all of your digital properties—and the data they produce—are working together. Stepping back and compiling a current-state analysis ensures everyone has a common understanding of what tools are available and where there are gaps. Most progressive marketing technology is designed under the assumption that your digital properties are already working somewhat in concert. But if that is not the case, there are tools that you may need to consider. Standing up a customer data platform (CDP) tool like Segment would be an ideal first step in centralizing your customer data and allowing that data to be easily piped into other tools in your stack.

Look before you leap. Allocating the time and resources needed to fully knit together your touchpoints, and the data they produce, is worth the investment.

While it may be tempting to implement MarTech tools in hopes of immediately transforming how your business understands and attracts customers, it is critical to first understand how all of your digital properties—and the data they produce—are working together. Stepping back and compiling a current-state analysis ensures everyone has a common understanding of what tools are available and where there are gaps. Most progressive marketing technology is designed under the assumption that your digital properties are already working somewhat in concert. But if that is not the case, there are tools that you may need to consider. Standing up a customer data platform (CDP) tool like Segment would be an ideal first step in centralizing your customer data and allowing that data to be easily piped into other tools in your stack.

Look before you leap. Allocating the time and resources needed to fully knit together your touchpoints, and the data they produce, is worth the investment.

- TIM DUNCAN, Analyst—Growth Strategy & Partnerships

AUGMENTED REALITY

06. AUGMENTED REALITY

be patient in experimenting with augmented reality (AR), new platforms will be worth the wait.

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AR continues to struggle to become mainstream in everyday mobile apps, but with a recent lift from Apple and others, it continues to march forward.

TIMELINE: CONSIDER INVESTING
IN THE SECOND HALF OF 2020 

AR won’t suffer through the same slow growth curve as VR. In fact, many are saying that VR is just half of the equation. AR provides experiences that combine the real and virtual world and has a longer list of real-world uses. The problem is that most people think of AR for gaming or flashy advertising campaigns, but it’s also extremely useful for other things when done right. 

AR has been on the cusp of widespread adoption in mobile technology for the past few years. Outside of entertainment and advertising applications, the high-value use cases cited for AR and mixed reality technology are often in training employees and in the manufacturing space—but those applications often require specialized hardware in addition to a mobile device.

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The high-value use cases cited for AR and mixed reality technology are often in training employees and in the manufacturing space.

The high-value use cases cited for AR and mixed reality technology are often in training employees and in the manufacturing space.

The high-value use cases cited for AR and mixed reality technology are often in training employees and in the manufacturing space.

Brands have seen success in AR applications simply due to the buzz that they generate rather than the actual application of the technology. Brands that invest in AR as a way to draw attention to their digital platforms will be successful as long as they understand how to leverage the new tech to generate media buzz.

When device manufacturers start building AR features into the core experience, AR will become more ubiquitous in third-party mobile applications. For instance, if Apple adds AR experiences to its pre-loaded Camera and Map apps, then outside developers will have a more concrete standard for how to design and build AR experiences in their own applications. Apple’s most recent iOS update included huge advancements in AR for iPhone XR and newer models.

While AR adoption will be driven by improvements to existing devices, we could also see widespread usage change with the release of a new class of hardware—next-gen wearables. Reports are starting to swirl around both a 2022 and 2023 release of new Apple AR wearables. The company has stated that they are looking for platform innovation similar to how the iPhone impacted its business over a decade ago. Pairing Apple’s appetite for their next game-changing innovation with the competitive advantage that Oculus and other groups have in the AR/VR space means that consumers, developers and content creators should be preparing for a whole new set of experiences in the next few years.

- TRACEY FRANCIS, VP — Web Development
- TRACEY FRANCIS, VP — Web Development

DIGITAL TRANSFORMATION

07. DIGITAL TRANSFORMATION

tie your digital transformation strategies to your core goals.

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With most companies recognizing the need for change and transformation, it is also anticipated that the vast majority will struggle. Lack of consensus and a shared vision will top the list of reasons why.

TIMELINE: DO NOW

We define digital transformation as fundamentally changing the way a business interacts with its customers or employees by leveraging technology. According to a recent McKinsey survey, eight in 10 companies have begun a digital transformation recently; however, success in the transformation is difficult with only “14 percent saying their efforts have made and sustained performance improvements.”

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Now that the term “digital transformation” has started being used in settings from investor earnings calls to how individual employees describe their job functions, there is a new standard of how to define a “successful” digital transformation: results. It is no longer sufficient to simply tell your stakeholders you are undergoing a digital transformation—companies now need to tie the effort to quantitative performance metrics. Digital transformation performance metrics need to be determined at the beginning of the effort, and those metrics should not stray too far from the company’s core existing KPIs such as growth, revenue and customer engagement. If you are promising to fundamentally overhaul how you do business, you should expect the results to directly impact the most important indicators of your business’ health.

Within a transformation, it’s important that everyone understands what is on the horizon—what you are building towards together. Since it likely is an initiative driven by senior leaders without buy-in at deeper levels within the organization, not everyone will get on board at first. That’s one of the reasons why companies that create a shared sense of accountability for meeting transformation objectives are 3.7 times more likely to succeed in their transformation.

But consensus building is difficult. Striking a balance between charging ahead and inviting others to participate is key. Because the path may change many times along the way, it’s important to celebrate the early wins, learn from the failures and expand the percentage of the company that is bought in on the need for change and why. Rooting the effort in numbers-based goals will also be helpful in giving transformation participants a transparent way to track progress. 

But consensus building is difficult. Striking a balance between charging ahead and inviting others to participate is key. Because the path may change many times along the way, it’s important to celebrate the early wins, learn from the failures and expand the percentage of the company that is bought in on the need for change and why. Rooting the effort in numbers-based goals will also be helpful in giving transformation participants a transparent way to track progress. 

- PETER KLAYMAN, Senior Manager — Business Strategy

MACHINE LEARNING & ARTIFICIAL INTELLIGENCE

08. MACHINE LEARNING & ARTIFICIAL INTELLIGENCE

machine learning (ML) will be most valuable for brands if your marketing and product teams are brought into the fold.

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Widespread adoption of ML tools will drive product teams and marketers to rely on AI for decision making and improving the overall customer experience.

TIMELINE: DO ONE REAL-WORLD EXPERIMENT IN 2020

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Artificial intelligence (AI)—like most disciplines—has made staggering advancements in the 2010s due in large part to powerful leaps forward in cloud computing. Through AI and ML, systems can now perform functions based on what they learned from data rather than what was explicitly programmed by a human. This allows the software to adapt, become more robust and process information that the software wasn’t specifically coded to handle.

An individual user experience can now be influenced, enriched and personalized using the learnings from millions of similar (or dissimilar) user experiences. And the tools to get started have never been easier to access. For the first time in recent history, digital brands are empowered to meet or exceed some of the loftier user experience expectations with essentially minimal effort.

Marketers will be able to use AI to better predict customer lifetime value and target customers more accurately. Using ML, each potential customer’s likelihood to churn can be compared to current high-value customers by comparing profiles. And while this propensity can be guessed, it would be without any strong degree of fidelity. ML offers objective analysis at scale for your dataset or other datasets you may want to compare against.

Product teams will be able to link data from disparate data sources to craft a richer experience. When developing digital (or physical) products in which the goal is to inspire utility, it is paramount to continue to gather usage information from users: every screen viewed in an app, every level completed in a game, every cup of coffee digitally initiated, all produce usage logs. At scale, this could amount to millions of records sent from hundreds of different touchpoints. And for product teams working with designers and engineers, some insights are required to continually improve product offerings.

Investment in AI and ML should be focused and tied to a single real-world problem.

Crowdflower ran a recent survey with data scientists from a broad range of backgrounds, including those who were new to the field and those who were at a chief data officer level. The survey revealed 50 percent of respondents noted ML had significant importance for their companies and their departments. The problem is that most companies don’t know where to start or are boiling the ocean by including too many things. Investment in AI and ML should be focused and tied to a single real-world problem such as reducing customer service costs or improving conversion rates.

The demand for ML keeps growing. As businesses are shifting to stay relevant in the cognitive era, ML will both support and drive today’s data scientists and advanced analytics leaders into the future.

- ADOLPHUS NOLAN III, Solution Architect

In the coming years, accessibility must be a core consideration for leading digital experiences.

TIMELINE: DO NOW

ACCESSIBILITY

09. ACCESSIBILITY

start designing with accessibility in mind from the beginning of your project.

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There are several forces that will continue to drive resources towards accessible digital experiences. First, we will continue to see a general cultural trend toward greater awareness and the importance of diversity and inclusion. And as we continue to acknowledge the importance of every experience across a brand’s portfolio, it will become increasingly important to ensure that all users (or possible customers) can access your digital properties in a way that suits their specific needs. Additionally, nearly 70 percent of Millennials are choosing brands based on their demonstration of inclusion and diversity. Lastly, the global diversity and inclusion technology market is quickly expanding, but it is also fragmented. As of 2018, the global market size was approximately $100 million and growing.

Nearly 70% of Millennials are choosing brands based on their demonstration of inclusion and diversity.

Shifting demographics and a wave of successful digital accessibility lawsuits will drive brands to move accessibility issues to the top of their priority list. There has been a 400 percent increase in Americans with Disabilities Act (ADA) lawsuits since 2013. On top of the general awareness of ADA issues increasing among the public, the U.S. Census Bureau predicts that the 65 and over demographic will represent 12 percent of the global population in 2030. And it’s estimated that when combined with friends and family, the Persons with Disabilities (PwD) market will touch 53 percent of consumers and control $8 trillion in annual disposable income.

As these forces continue to incentivize more large companies such as Google and Disney to choose single-track development efforts that accommodate PwD, the additional focus often creates better, simplified experiences for all customers, further driving cultures of more intentional customer experience.

- Amy Czuchlewski, SVP—Technology

In 2020 and beyond, customers will expect design continuity across the entire brand ecosystem in both the physical and digital worlds.

TIMELINE: DO NOW

SERVICE DESIGN

10. SERVICE DESIGN

design for the entire experience, not just what’s on the screen.

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By now, most companies have recognized the importance of user experience design and have taken steps to ensure that their apps, sites and digital products meet the needs of their customers, while providing both an engaging and delightful experience.

However, what many companies have yet to fully do is to make sure their brand promise, as well as the essence of their brand, is mirrored across every experience they deliver—both offline and online—and that both the promise and the essence are delivered consistently across channels.

For example, in the case of QSRs, 2020 will bring renewed expectations on the part of customers that the experience they have when they walk into an establishment is the same, familiar experience they have when they open the app or visit the website. They will expect to see a bright, welcoming destination with a menu that’s easy to locate and understand, a navigation strategy that helps them figure out where to go to place their orders, get their napkins and find a seat, and a flow to the overall experience that quickly, easily and intuitively meets their needs.

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A great example is Chick-fil-A and its use of beacons built into tables to help mobile ordering customers not only skip the line, but also find a seat. Both the app and the physical restaurant are designed to work together seamlessly. Too often, we see companies treat their in-store experiences as completely separate from their digital ones, without common language frameworks, service models or customer journeys.

To truly serve The Connected Lifestyle, companies need to develop a design system that transcends the digital, one that includes specific branding components that can be implemented in physical spaces, as well as virtual spaces, and one that includes a robust content strategy that governs every customer interaction.

By ensuring the design system permeates the entire ecosystem, both off- and online, and employees serve as brand ambassadors to carry the message forward, the lines between the physical and the digital will continue to be blurred, resulting in a consistently engaging, delightful and helpful experience no matter the location.

- MATT SMITH, Experience Architect

Want to learn more about the possibilities this year?

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