Making the best-uary, of your estuary

“I have a dream…and that dream evolves based on new data and learnings”

Just to clarify in case my attempt at creating a clever headline has confused anyone. Much like rivers flowing into a single point, I’m referring to aligning multiple workstreams and projects into a single vision.

As businesses increasingly compete and challenge each other to reach the top of their respective markets, one of the challenges faced is throwing things at the fan and seeing what sticks. This type of action can have great results but ultimately results in a completely disjointed experience on their website.

These are some of the reasons why, at Eclipse, we offer a programme we call Aspire.

 

What is Aspire?

We all love to dream. We all have our own interpretations of what ‘great’ or ‘next-level’ looks like. This ultimately creates extensive discussions and debates on who is right and who is wrong (hint: neither answer is correct until proven).

The cause of debate is generally around where time, effort and budget should be spent. But let’s wait a moment…let’s take a step back – what is the objective? Is this aimed at a short-term gain or long-term sustainability of the business? Whatever the answer may be, projects often head off in different directions and create a disjointed experience.

Think about it. I’m sure you can remember multiple times when you’ve been on a website and one part of the site feels significantly better/different than the other. “Meh” you may be thinking…as long as it works. This view, I can absolutely tell you, is short-term thinking and can seriously damage your long-term objectives.

This can lead to a stage when you feel you really need to invest heavily in an unplanned redesign of the whole website, or you turn users away as the journey no longer makes sense. You may not even realise it till late on as visitor numbers have gradually (or sharply) declined and you’re not sure why.

Our Aspire programme is about going beyond the short-term. Aspire is about removing all the barriers of today, be that technology, process, budget or limitations to create the best experience you can envisage for your customers.

Aspire is about making you stand out in the market as being the “best of the best”…the “Top Gun!” (apologies Tony Scott). Most importantly, Aspire is about aligning all experiments, changes or parallel workstreams within teams or organisations to ensure everything and everyone is driving towards achieving the same vision.

Whether you’re a single team running multiple channels of experimentation, or multiple teams operating individually, Aspire is here to help you align your workstreams to create consistency from both a UX (User Experience), UI (User Interface) and CX (Customer Experience) perspective.

 

How often should you run Aspire programme?

This is a really important question to ask. Aspire creates this long-term vision, but this is a constantly evolving thing.

As you learn more about how your customers are interacting with your website, and you as a business, this vision will evolve. This can be due to new technology hitting the market, change of circumstance or even changes in the political and public landscape (particularly relevant over the last year).

We monitor this through behavioural analysis using data and predictive patterns. “X has just been announced – how can we mitigate the impact now, so it doesn’t affect us going forward” is just one example of how that may emerge.

 

Cheesy analogy time…

A post like this wouldn’t be the same without a cheesy analogy, so here we go. Think carefully about how you align business objectives. I’ll compare Aspire to rockets and fireworks.

The short-term way of thinking can be seen as a firework. All these channels shooting off in all directions. All are exciting, all are great and can end up providing a beautiful array of colour and success, however, ultimately fade away and come floating down to earth as ash.

Aspire on the other hand is comparable to a rocket. Aspire is your launchpad, that looks beyond the initial excitement of colour and wonderment, to a longer-term future that shoots you into orbit and allows you to stay there.

The Aspire approach can be run as an individual programme, but we aim to use this thinking in everything we do. We consider the pros and cons based on your individual business objectives and goals.

So, if you’d like to have a chat about how this can work for you, give us a call and we’d be more than happy to see how we can help.