Ajay Sampat,Instacart:“创造和提供数字体验目标的关键障碍正在建立合适的团队和心态。”

自他的大学和研究生课以来,Ajay Sampat已被产品开发,增长工程和数字体验所迷住。在那些年初,首先在俄亥俄州州,然后在圣克拉拉大学,Sampat对计算机互相互动的方式产生了深入的兴趣。他在日立的街区储存和超级计算机上开始了职业生涯。“我从日本的工作文化中学到了很多关于焦点,奉献精神和素质的很多东西,”Sampat说。

He knew he wanted to work for a consumer-focused company, so his next step was joining a startup. "I spent the next nearly six years learning about growth culture and tactics — building out full-stack teams at KIXEYE, building Top 10 grossing Facebook games and then TextNow, which is a Top 50 android app that focused onbusiness intelligence和the growth funnel of acquisition, activation, retention, revenue and referrals," he said.

From there, he took that knowledge and experience to Lyft, where he served as senior engineering manager. At Lyft, his team was responsible for saving the company hundreds of millions withmachine learning-driven marketing automation.

Now Sampat will tackle a new role as senior engineering manager at Instacart, where he’ll focus on leveraging data and rapid experimentation to help build out delightful user experiences. The common thread, Sampat said, is to better understand the experiences that customers find meaningful and engaging and then build customer journeys around those to effectively communicate with those users.

Coordinating the Many Pieces of the DX Puzzle

“在高级别上,这个团队的目的是贝蒂r understand the different user personas, their needs and the channels (email, SMS, push, in-app) that our customers find meaningful and engaging, and build truly world-class customer UX/UI to engage with our users," he said. "It sounds simple, but it requires coordination across multiple teams in marketing, product, science, engineering, design and research to understand what matters to different segments of users and then to build as close to a personalized and highly relevant journey as possible. Success is a culmination of rigorous planning, technical stack evaluation and experimentation with hundreds of designs and campaigns."

Sampat is a speaker atCMSWire’s DXSummit, held Oct. 21 as a virtual event. Sampat’s presentation will focus on the people and teams necessary to build a delightful digital experience, and the mindset needed to achieve digital experience goals. He spoke with CMSWire about product design and development, the role of mindset in digital experiences, and how startups and legacy enterprises can best deliver on the promise of DX.

CMSWire: Whats the correlation between growth engineering and digital experience?

Ajay Sampat:Growth is the overarching umbrella which encompasses the growth funnel. To achieve low frictional growth, companies need to rely on various digital channels and technologies to attract and retain their audience. Growth is not limited to digital channels — it can also occur on offline channels — but these days every business has an online, digital footprint, so that is where we put the majority of the focus. Good user experience is a vital ingredient of growth — so digital experience and growth are closely related.

CMSWire: Whats an example of an idealdigital experience”? How does that differ from what most companies today are delivering (or not)?

Sampat:Interesting question. The ideal digital experience may mean different things to a customer and to business. From the customer perspective, it is a seamless and highly relevant combination of messaging, onboarding and usability experiences that strikes all the right emotional and logical chords. From the business perspective, it may be the most scalable, predictable and efficient lever for growth.

CMSWIRE:您在哪里看到最佳数字体验与现实之间的最大差距?为什么公司缺少标记,他们怎样才能做得更好?

Sampat:Different companies have different challenges based on their size, stage of growth and digital maturity. Some classic ones that come to mind are:

  • Lack of depth in the user research phase to truly understand customer motivation and preferences.
  • The correct build-versus-buy trade-offs of the technology stack.
  • Focus on perfection rather than step-by-step progress and analysis paralysis.
  • Overreliance on third-party marketing channels.

Leveraging Tech to Achieve DX Goals

CMSWire: What are the biggest obstacles to creating and delivering on digital experience goals? How can you leverage technology to help?

Sampat:The key obstacle to creating and delivering on digital experience goals is developing the right team and mindset — this will be the focus of my DXSummit talk this year.

Here are two technical challenges that come to mind:

  • At the top of the funnel — meaning new users at the acquire stage — tracking and attribution are challenging. With the increased focus on user choice and privacy, modification to advertising IDs like ID for Advertiser (IDFA) and Google Advertising ID (GAID), obfuscating of bidding algorithms, having the ability to accurately and effectively measure channel performance and incrementality in a scientific way has become a major investment area for businesses who heavily rely on performance marketing.
  • Deeper in the funnel — meaning existing users at the retention stage — the obstacles are more around building a truly personalized omnichannel experience with consistent data logging and analytics so that companies have a more complete understanding of the customer and their pain points and the ability to quantify causation over correlation so you can deliver the right value with the right message at the right time.

CMSWire: How has the COVID-19 pandemic impacted organizationsdigital transformations and digital experience projects?

Sampat:COVID-19 has changed consumer behavior dramatically — some for the short-term and some for the foreseeable future. Digital experiences have become even more important than the real world ones. Some of the major impacts for marketplace businesses is a key focus on the health and safety of our entire community, transfer of budgets from offline to online channels and increased reliance on internal communication channels to keep our community informed and up to date.

团队目标和执行

CMSWire: You've worked for some larger, more established companies as well as for startups. What lessons can they learn from each other when it comes to digital experience?

Sampat:These are not limited to just digital experience, but I think are important for overall team health and execution.

  • Lean on the team for ideas — some of the best ideas come from the team.
  • 雇用最好的人,激励他们的重复陈述目标,并将它们握住高级条。
  • Study what has worked — or not worked — in the past. The past can sometimes be a good indicator of the future.
  • Small things matter: one less field to fill out during onboarding, one less click to get to checkout, one less scroll. They all add up to build a truly magical customer experience.
  • Always take a portfolio approach when it comes to projects and bets. You should have a good mix of long-term, mid-term and short-term.
  • “购买”首先建立最低可行的产品(MVP),然后当您已被证明是值,您可以在缩放内部“构建”。
  • No experiment is a failure — it's a learning experience.
  • Do not overly rely on third-party marketing channels; have better control of your own destiny.

CMSWire: What do you like to do in your spare time?

Sampat:My wife and I cherish quality time with our toddler and infant boys outdoors — this can be in the form of drives, nature walks, hikes, camping trips or cycle rides. Recently, the most enjoyable thing to do is strapping the kids to the bike seat and going for a ride on the electric bicycle to the beach or Golden Gate Park while pointing out the wonderful world around them. This has become a joyful and convenient escape during these times!