February - 2019CIOAPPLICATIONS.COM 19As technology evolves, the media diets of the people we are hoping to reach with our marketing do as well. This means we have a plethora of new channels at our disposal, from streaming music and podcast networks to voice-first A.I. giants like Amazon's Alexa and Google Assistant. And the hardware through which people use these channels is advancing rapidly as well ­ from the constant cadence of new Echo speakers to Apple's Airpods to Bose's new Frames (Audio AR sunglasses). These lists will continue to grow, and because none of these channels exist in isolation to their users, none should be thought of that way by their designers. Instead, it is an ever-expanding mix of venues in which we can design engaging experiences to connect with consumers. Consumer Obsession and Learning to ListenTo design compelling experiences that connect with consumers and ultimately deliver business results, we start by listening to those consumers. We must first understand the full picture of who they are, what they value, where they spend their time, why they struggle, and how we might play a valuable role in their lives. In an era dominated by the dispersal of attention across a complex web of channels, and new developments like ad-blocking technologies designed to tune out brand messaging, the impetus to foster deeper connections through thoughtful experiences has never been stronger. Consumer obsession is the foundation from which great ideas are created, new products succeed, and brands thrive long-term. We are constantly aligning brands and technology around the people they serve. We partner with clients closely on experience strategy and service design - turning insights into action, moving quickly from ideation to validation, driving momentum and change. We help businesses adapt and survive by tackling today's challenges and discovering new opportunities for the future. Our collaborative culture enables a shared vision and new ways of working, which we find great value in and highly recommend.Ethical Data Habits ­ Fair and Open ExchangeIn our ambition to create compelling experiences, one thing that comes up often is the importance of delivering, "personalized," interactions. We know relevance is key to breaking through and connecting with people. And the path to personalization is paved with data. The more data we collect, the logic goes, the better we can tailor experiences. And yet, we find ourselves in a moment when the collection and management of this data is increasingly coming under (well-earned) scrutiny. If the ambition of consumer experience is to build brand affinity or deepen loyalty, but we frustrate or betray the trust of that consumer in how we collect and leverage their data to deliver it, then is the project not ultimately self-defeating? It is incumbent on us to establish and follow ethical principles in how we deal with data. This includes, but is not limited to, ensuring consumers are aware of and explicitly opting-in to the collection of their data. To merit this authorization, we likely need to make clear how it will be used and what value it will enable us to provide. If the value is insufficient, the consumer may not grant us access to their data. And we need to be okay with that. In our role as experience designers, we take on the responsibility of giving consumers the context they need to make informed decisions about their own data and then to abide by their wishes.A Bit of Advice for Others in the SpaceWe urge all those who design experiences to operate from a place of empathy. We describe our process as "human-led, technology-enabled." That order is intentional. We are guided by listening to people, informed by their perspective. This is why we think carefully about all the sensory inputs that make up the full consumer experience, and it is why we take our role in supporting the fair and open exchange of data seriously. Brands are constantly producing sound, but too often without intention. Just like visual logos and brand colors are defined by a visual identity, a sonic identity helps brands ensure those sounds they are creating will work toward a greater cumulative effectMelissa Brody
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