Jason McInerney and his wife, Melissa, recently tapped their lunch orders onto a touchscreen at the entrance to the Be Our Guest restaurant at Florida’s Walt Disney World Resort and were told to take any open seat. Moments later a food server appeared at their table with their croque-monsieur and carved turkey sandwiches.
Asks McInerney, a once-a-year visitor to Disney theme parks: “How did they know where we were sitting?”
The answer was on the electronic bands the couple wore on their wrists. That’s the magic of the MyMagic+, Walt Disney’s (DIS -1.12%) $1 billion experiment in crowd control, data collection, and wearable technology that could change the way people play — and spend — at the “Most Magical Place on Earth.”
Any UX designer can propose a simple and responsive mobile interface. But its simplicity and responsive design is meaningless if the connecting tissue between that mobile device and other devices- and, most importantly, you – is non-existent or fragmented.
It’s about context of use, not isolated screens and devices.
Just returned from helping lead a global strategic alignment workshop in Korea with colleagues from around the world. The working styles from different regions in the world all coming together was a great experience. We all pushed each other to rethink how we approached key topics and the result was fantastic.
The people in Seoul were exceptionally friendly and welcoming there. Excited to continue connecting our global team.
It may not seem sexy, but consistency is the secret ingredient to making customers happy. However, it”s difficult to get right and requires top-leadership attention.
“90% of consumers start a task on one device and finish it on another,” he noted. “Consumers are way ahead of where advertisers and publishers are.”
As a result, he said, ad formats need to work on multiple devices simultaneously. “It needs to be something that can seamlessly take advantage of the characteristics of each device,” he said. “Our messages need to adapt to that. When I talk to brand and advertisers and agencies, I don’t talk about something that’s device-specific.”
It starts with flexible creative.
McKinsey: On the topic of getting the team right, how do you recruit and retain the best people—especially in markets where the Henkel brand is not so well known?
Kasper Rorsted: It’s certainly a challenge to find and keep good local employees, especially in emerging markets. The turnover rate in China is around 25 percent. In these markets, a large number of companies are competing for a relatively small, although steadily growing, pool of candidates. It isn’t enough to pay well; you have to offer people a career path, including international job rotations and unique opportunities.