{"componentChunkName":"component---src-templates-blog-post-js","path":"/blog/goldilocks-goes-digital","result":{"data":{"post":{"content":{"childMdx":{"body":"function _extends() { _extends = Object.assign || function (target) { for (var i = 1; i < arguments.length; i++) { var source = arguments[i]; for (var key in source) { if (Object.prototype.hasOwnProperty.call(source, key)) { target[key] = source[key]; } } } return target; }; return _extends.apply(this, arguments); }\n\nfunction _objectWithoutProperties(source, excluded) { if (source == null) return {}; var target = _objectWithoutPropertiesLoose(source, excluded); var key, i; if (Object.getOwnPropertySymbols) { var sourceSymbolKeys = Object.getOwnPropertySymbols(source); for (i = 0; i < sourceSymbolKeys.length; i++) { key = sourceSymbolKeys[i]; if (excluded.indexOf(key) >= 0) continue; if (!Object.prototype.propertyIsEnumerable.call(source, key)) continue; target[key] = source[key]; } } return target; }\n\nfunction _objectWithoutPropertiesLoose(source, excluded) { if (source == null) return {}; var target = {}; var sourceKeys = Object.keys(source); var key, i; for (i = 0; i < sourceKeys.length; i++) { key = sourceKeys[i]; if (excluded.indexOf(key) >= 0) continue; target[key] = source[key]; } return target; }\n\n/* @jsx mdx */\nvar _frontmatter = {};\n\nvar makeShortcode = function makeShortcode(name) {\n  return function MDXDefaultShortcode(props) {\n    console.warn(\"Component \" + name + \" was not imported, exported, or provided by MDXProvider as global scope\");\n    return mdx(\"div\", props);\n  };\n};\n\nvar Youtube = makeShortcode(\"Youtube\");\nvar layoutProps = {\n  _frontmatter: _frontmatter\n};\nvar MDXLayout = \"wrapper\";\nreturn function MDXContent(_ref) {\n  var components = _ref.components,\n      props = _objectWithoutProperties(_ref, [\"components\"]);\n\n  return mdx(MDXLayout, _extends({}, layoutProps, props, {\n    components: components,\n    mdxType: \"MDXLayout\"\n  }), mdx(\"p\", null, \"After proposing \", mdx(\"a\", _extends({\n    parentName: \"p\"\n  }, {\n    \"href\": \"https://petsapp.com/blog/old-macdonald-had-a-veterinary-clinic\"\n  }), \"the EIEI-O approach to experience engineering\"), \", and now finding myself writing about Goldilocks, I will be awarding no prizes for guessing that I am a parent of young children. People respond to parenthood in different ways - it seems my response has been to borrow metaphors from nursery rhymes and fairy tales in order to deliver overwrought business analogies. With that in mind\\u2026 if you\\u2019re sitting comfortably we shall begin\\u2026\"), mdx(\"p\", null, \"Once upon a time, we were told that software was eating the world. However, some parts have been easier to digest than others. And just like a greasy kebab on a Friday night, there are some bites we\\u2019re bound to wish we hadn\\u2019t bothered taking. The appropriate extent of digitisation is easier to gauge in some contexts than others but it\\u2019s important to our users, like Goldilocks, that we get it \", mdx(\"em\", {\n    parentName: \"p\"\n  }, \"just right\"), \". Unfortunately, for us there are a few problems in our way.\"), mdx(\"p\", null, \"Some problems are hot porridge problems. You\\u2019ll remember that Goldilocks found Daddy Bear\\u2019s porridge too hot, Mummy Bear\\u2019s porridge too cold, and Baby Bear\\u2019s porridge just right.\"), mdx(\"p\", null, \"How hot a bowl of porridge is, is largely a question of timing. When is the right time to eat a bear\\u2019s porridge? The difficult truth for both us and Goldilocks is that most of the time, it\\u2019s the wrong time. If Goldilocks had arrived minutes earlier perhaps Mummy Bear\\u2019s porridge would have been just right, and Baby bear\\u2019s porridge would have been discarded along with Daddy Bear\\u2019s as too hot. But if she\\u2019d arrived 30 million years earlier, bears wouldn\\u2019t have even evolved yet. Like I said, most of the time, it\\u2019s the wrong time.\"), mdx(\"p\", null, mdx(\"img\", _extends({\n    parentName: \"p\"\n  }, {\n    \"src\": \"//images.ctfassets.net/oa5wb8sed8k2/3kLn2M6H13EGNfsN0QNiTZ/5cbe042ab906a9ec3afeaff44cb727d8/0\",\n    \"alt\": \"F'd vs Unicorn\"\n  }))), mdx(\"p\", null, \"But what\\u2019s this got to do with digitisation? Well, it turns out timing matters a lot here too. Philip Kaplan had a website called F\", \"*\", \"*\", \"*\", \"*\", \"*\", \"company.com and he wrote a book on the same topic, where he detailed some of the most spectacular dot-com failures. Now is a really good time to revisit this book because many of the companies listed weren\\u2019t terrible ideas but rather, were badly timed with a lack of infrastructure, for example, hampering user-adoption. Think HitPlay Media vs Netflix or Lipstream vs Skype. HitPlay Media launched in 1999, Netflix started video streaming in 2007. Lipstream launched in 1998, Skype launched in 2003. In terms of the evolutionary history of bears that\\u2019s but a blink of an eye. In terms of getting digitisation just right - it\\u2019s everything. Or\\u2026 almost everything.\"), mdx(\"p\", null, \"Because not all problems are porridge problems. Some seem more like hard bed problems. When it comes to digitisation, bed problems make the tricky issue of \\u201Cwhen\\u201D seem trivial. Because there are experiences like sleeping in a bed that draw their value from intrinsically physical variables - like softness. These are physical experiences with inherent barriers to digitisation. This is not to say you can\\u2019t add value to these experiences but regardless of what time it is - you can\\u2019t code a hard bed soft.\"), mdx(\"p\", null, \"This is a neat analogy for the veterinary sector. You can\\u2019t upload a patient, canine or otherwise to the cloud - no matter how much Fluffy might look like one. And the experience of owning a pet is intrinsically a physical one.\"), mdx(\"p\", null, mdx(\"img\", _extends({\n    parentName: \"p\"\n  }, {\n    \"src\": \"//images.ctfassets.net/oa5wb8sed8k2/6V5MhpLhEK2kUe5H5BDL2/62ab4959497f0e16f351d048e2e98f73/0\",\n    \"alt\": \"Pleo Dinosaur\"\n  }))), mdx(\"p\", null, \"No problem, you might say, we can create you an all-singing, all-dancing pet robotic dinosaur. He\\u2019ll mimic much of the physical experience of owning a pet. You can tickle him on his chin touch sensor, he\\u2019ll feel you stroking him in his force feedback sensors, hear you with his binaural microphones and fall asleep to you gently rocking him detected via his tilt and shake sensors. And the best part is you don\\u2019t need to walk him or feed him. He\\u2019ll never get sick and there\\u2019s no danger that he\\u2019ll pee on your Anatolian rug. Anyone ever heard of Pleo? Do you have one? Nope. And yet, over 50% of all households own a needy, sickness-prone, defecation factory, also known as a pet. There\\u2019s something intrinsic to picking up the faeces of another species that we find therapeutic. In other words, part of the value of owning a pet comes in the effort we put into looking after them - and it is a mistake to seek to use technology to eliminate that.\"), mdx(\"p\", null, \"When you get to thinking about bed problems - they\\u2019re not unique to the pet care sector, or the health care sector - it crops up more often than you might think. Digitisation can be an amazing tool in reducing customer effort. But sometimes if you eliminate customer effort altogether you also eliminate the customer. Just as Pleo is no threat to pet ownership, ToughMudder would not improve ticket sales by rebranding themselves EasyMudder.\\xA0\"), mdx(\"p\", null, mdx(\"img\", _extends({\n    parentName: \"p\"\n  }, {\n    \"src\": \"//images.ctfassets.net/oa5wb8sed8k2/3ZxzO5E43ijLAHhvQWDL3K/72ac8d3a8bf70ae461aacccce90a19ab/0\",\n    \"alt\": \"Easy mudder\"\n  }))), mdx(\"p\", null, \"That said, clearly not all effort is created equal -\\xA0a laborious user registration experience, for example, is unlikely to be an area where effort equates to value. No one\\u2019s going to get to the end of an overly long sign-up form feeling grateful to us for the warm glow of pride they feel in their achievement.\\xA0\"), mdx(\"p\", null, \"So, we\\u2019re left in a position, where we have to very carefully tease apart - what elements of owning a pet are effortful but value additive, and which parts are effortful but value-erosive - the latter is where we will find our ripest opportunities.\"), mdx(\"p\", null, mdx(\"img\", _extends({\n    parentName: \"p\"\n  }, {\n    \"src\": \"//images.ctfassets.net/oa5wb8sed8k2/1fpCT15VT0CF51dZzB8I9a/85da8d2cd3c9cd419424e5a9c2ba66d5/0\",\n    \"alt\": \"Goldilocks Customer Effort Value\"\n  }))), mdx(\"p\", null, \"And one useful way to do this teasing apart, is to map each touchpoint of the existing user journey along a customer corridor. Above I\\u2019ve done that for Goldilocks. And below I\\u2019ve done that for a generic veterinary visit.\"), mdx(\"p\", null, mdx(\"img\", _extends({\n    parentName: \"p\"\n  }, {\n    \"src\": \"//images.ctfassets.net/oa5wb8sed8k2/7wCwbjSWSFiTXjNvZKeQf6/40a2829d49f14046bc4a6b547c10d6db/0\",\n    \"alt\": \"Customer Effort Value\"\n  }))), mdx(\"p\", null, \"An owner identifies a problem, finds a vet to visit, books an appointment with them, travels to the clinic, checks in at reception, waits in the waiting room, maybe has a nurse check over the animal before proceeding to a veterinary consultation, where they decide on next steps. The owner then pays at reception, and hopefully the vet follows-up on the issue.\\xA0\"), mdx(\"p\", null, \"While we can\\u2019t turn pets into robotic dinosaurs, there are clearly plenty of opportunities for digitisation here. From the initial discovery process and appointment booking to payment and follow-up.\"), mdx(\"p\", null, \"And this stepwise approach, with digitisation extending it\\u2019s reach along the customer corridor, touchpoint by touchpoint, can turn what seemed to be a hard bed problem - an intractable barrier to digitisation- into a series of hot porridge problems - a matter of timing.\"), mdx(\"p\", null, \"And taking our porridge to bed can even help address the fact that most the time it\\u2019s the wrong time. It strikes me that this is what Netflix did. HitPlay Media was founded in 1999 with the same mission as Netflix, to make video streaming a reality. HitPlay Media failed. And yet\\u2026 Netflix was founded 2 years earlier and succeeded. The failure of HitPlay Media led Blockbuster executives and others to miscategorise the home video entertainment experience as a bed problem, with them famously passing on the opportunity to acquire Netflix for USD 50 million. However, while HitPlay Media were making their bed and lying in it - Netflix instead saw the same apparent bed problem as a series of porridge problems, and used this insight to take a bite by bite approach to digitisation - starting with mailing out DVDs and working their way towards 120 million people streaming video content worldwide.\"), mdx(\"p\", null, \"And we\\u2019ve made some progress on this in the veterinary sector with most clinics now accepting they need to engage with the internet, and many more vets are engaging with the full range of email, SMS and push notifications for client follow-up and reminders.\"), mdx(\"p\", null, \"But broadly the experience architecture still looks the same for different owners of different pets with different issues.\\xA0\"), mdx(\"p\", null, mdx(\"img\", _extends({\n    parentName: \"p\"\n  }, {\n    \"src\": \"//images.ctfassets.net/oa5wb8sed8k2/77QZmqiPYXQvO9XMxmSQaf/992e03af7538f33293c92a603a53c8ba/0\",\n    \"alt\": \"Lump in fur\"\n  }))), mdx(\"p\", null, \"I\\u2019ve had owners go through all of that because they thought they found a worrying lump on their pet\\u2019s body, only to have me tell them that this is one of their cat\\u2019s nipples. But he\\u2019s a male cat they said. Yes, that\\u2019s right I said, subconsciously looking down at my own chest. Ah, they said, already struggling to bundle their cat back into it\\u2019s basket. It helps if you reverse them in. Needless to say this effortful experience wasn\\u2019t particularly value additive to the experience of pet ownership.\\xA0\"), mdx(\"p\", null, \"On the flipside, I\\u2019ve had owner bring in pets far too late in the disease course because of the stress, effort and practicality of bringing their sick pet in sooner - me telling them it\\u2019s too late isn\\u2019t value additive either.\"), mdx(\"p\", null, \"What if the real digitisation opportunity here is in providing mechanisms for filtering and personalising the pet care experience for each pet and each owner, and even each vet - rather than slinging them down the same customer corridor, the same physical experience as everyone else? Ma Yun (Founder of Alibaba), in proposing his New Retail concept, has suggested that \\u201Cthe boundary between offline and online commerce disappears as we focus on fulfilling the personalised needs of each customer.\\u201D\"), mdx(\"p\", null, mdx(\"img\", _extends({\n    parentName: \"p\"\n  }, {\n    \"src\": \"//images.ctfassets.net/oa5wb8sed8k2/6lU6IOuoUOlpsVxbwS86Do/7f86df8af68fcd7063924a63c0d2a7e5/0\",\n    \"alt\": \"Customer needs\"\n  }))), mdx(\"p\", null, \"And so we should seek to travel from a single generic customer corridor for everyone. To multiple corridors with tailored touchpoints. This is not just digital augmentation but also digital curation of personalised physical services.\"), mdx(\"p\", null, \"And this is what \", mdx(\"a\", _extends({\n    parentName: \"p\"\n  }, {\n    \"href\": \"https://petsapp.com\"\n  }), \"PetsApp\"), \" seeks to achieve.\"), mdx(\"p\", null, \"At PetsApp we believe in the strength of the human-animal bond, and we believe that - deployed correctly - technology can help enhance that bond.\\xA0\"), mdx(\"p\", null, \"Our telemedicine platform enables veterinary clinics to offer remote consultations to pet owners. Because playing Russian roulette with whether your pet needs to be physically seen by a vet is not value additive to the experience of pet ownership.\\xA0\"), mdx(\"p\", null, \"We do not believe that virtual consultations will replace physical consultations - instead we believe this digitial product will curate and augment the physical services that already exist, providing a low effort access point to veterinary expertise that competes with Dr Google or \\u201Choping for the best\\u201D - and helps determine what the best combination of digital and physical experiences will look like for you and your pet. The Veterinary Innovation Council estimates there are 2.2 billion unserved pet issues each year in the USA alone - digitisation helps address that. It\\u2019s not about uploading the pet to the cloud but rather putting the pet front-and-centre of a mobile-first health care experience that proactively engages pet owners in the care of their animal in a manner that is maximally relevant to them - in other words, in a way that feels just right.\"), mdx(\"p\", null, \"But veterinary video consults are just the first step of our journey. And along the way we are bound to encounter a third type of problem. Chair problems. Yes, there\\u2019s one part of Goldilocks\\u2019s journey that I missed out and that\\u2019s the chair. You\\u2019ll remember that Daddy and Mummy Bears\\u2019 chairs are too big but no sooner has Goldilock\\u2019s declared Baby Bear\\u2019s chair just right than it\\u2026 Breaks! And sometimes despite our best efforts user experiences can go awry in exactly the same way. \"), mdx(\"p\", null, \"And part of the problem is that as experience engineers we are shooting at a moving target. I think Jeff Bezos puts it best:\"), mdx(\"p\", null, \"\\u201COne thing I love about customers is that they are divinely discontent. Their expectations are never static - they go up. It\\u2019s human nature. We didn\\u2019t ascend from our hunter-gatherer days by being satisfied. People have a voracious appetite for a better way, and yesterday\\u2019s \\u2018wow\\u2019 quickly becomes today\\u2019s \\u2018ordinary\\u2019\\u201D.\"), mdx(\"p\", null, \"In other words - \\u201Cjust right\\u201D can very quickly become \\u201Cjust meh\\u201D or worse.\"), mdx(\"p\", null, \"But some businesses seem to find it easier to respond to changing customer needs than others. And here I want to talk to you about cats and dogs.\"), mdx(\"p\", null, mdx(\"img\", _extends({\n    parentName: \"p\"\n  }, {\n    \"src\": \"//images.ctfassets.net/oa5wb8sed8k2/1f8nBhpYe7qZizvGfuO3Ce/6a15934411b1bc83ad772bcb8cd3f1c8/0\",\n    \"alt\": \"Mutability\"\n  }))), mdx(\"p\", null, mdx(\"a\", _extends({\n    parentName: \"p\"\n  }, {\n    \"href\": \"https://petsapp.com/blog/is-your-business-a-cat-or-a-dog\"\n  }), \"Dogs are more mutable than cats\"), \". That is to say, they are more likely to mutate. They started as wolves but became Great Danes, Chihuahuas and everything in between. Cats can have slightly pointier faces or flatter faces. Long hair, short hair or no hair. But they\\u2019re always and indelibly cats.\"), mdx(\"p\", null, \"It turns out there\\u2019s a reason for this.\\xA0Dogs have slippery DNA sequences which give rise to errors of replication leading to a higher rate of germline mutations (Laidlaw et al. 2007), making them - as a population - more adaptable to the different selection pressures we might throw at them.\"), mdx(\"p\", null, \"Given this mutability, would you rather operate a business where A) you have dogs but all your customers want cats or one where B) you have cats but all your customers want dogs?\"), mdx(\"p\", null, \"Vote now. Hands up for A. Hands up for B.\"), mdx(\"p\", null, \"That\\u2019s right - A, the dogs. Clearly, the mutability gives you the ability to meet your changing customer needs.\"), mdx(\"p\", null, \"And while we can\\u2019t imbue the DNA of our business with single base repeat sequences, we can use digitisation to help install a level of mutability within your organisation, making you more responsive to changing customer needs. Such that when \\u2018just right\\u2019 becomes \\u2018just meh\\u2019 or worse - you can immediately take corrective actions.\"), mdx(\"p\", null, \"At the end of the Goldilocks story the bears find her fast asleep. For those of you who have similarly fallen victim to the comfort of a just-right chair - here\\u2019s the too long; didn\\u2019t read (tl;dr) version.\"), mdx(\"p\", null, mdx(\"strong\", {\n    parentName: \"p\"\n  }, \"T\"), \" is for Timing - and we\\u2019ve spoken about what Netflix did and what HitPlay Media failed to do to account for the fact that most of the time it\\u2019s the wrong time.\"), mdx(\"p\", null, mdx(\"strong\", {\n    parentName: \"p\"\n  }, \"L\"), \" is for Laziness because digitisation can be a powerful tool in reducing customer effort. Ma Yun once challenged Thomas Edison\\u2019s idea that genius is 99% perspiration, instead suggesting that: \\u201Clazy people create history.\\u201D By naturally creating path-of-least-resistance ways of doing things.\"), mdx(\"p\", null, \"But beware - your laziness needs to be qualified with \", mdx(\"strong\", {\n    parentName: \"p\"\n  }, \"D\"), \" for discernment. Some aspects of customer effort are value additive - do not spend time erroneously solving for these.\"), mdx(\"p\", null, \"And finally, \", mdx(\"strong\", {\n    parentName: \"p\"\n  }, \"R\"), \" is for responsiveness, and how digitisation through enabling rapid iteration imbues mutability, which allows us to evolve alongside changing customer needs.\"), mdx(\"p\", null, \"It\\u2019s my hope that if we do all of that, we will deliver fairytale experiences to our users, so we can all live happily ever after.\"), mdx(Youtube, {\n    id: \"MB3DZ3L-Yfg\",\n    mdxType: \"Youtube\"\n  }), mdx(\"p\", null, \"This talk was first delivered at YLD Innovate. YLD is a software engineering and design consultancy with expertise in \", mdx(\"a\", _extends({\n    parentName: \"p\"\n  }, {\n    \"href\": \"https://www.yld.io\"\n  }), \"digital transformation\"), \".\"), mdx(\"p\", null, mdx(\"a\", _extends({\n    parentName: \"p\"\n  }, {\n    \"href\": \"https://petsapp.com/demo\"\n  }), mdx(\"img\", _extends({\n    parentName: \"a\"\n  }, {\n    \"src\": \"//images.ctfassets.net/oa5wb8sed8k2/27oeK9xn3vDYl8ebIUxVAa/c0e75cc1a30a95510b1cee236383880f/Screenshot_2023-04-14_at_6.32.26_PM.png\",\n    \"alt\": \"Book a Demo\"\n  })))));\n}\n;\nMDXContent.isMDXComponent = true;","excerpt":"After proposing  the EIEI-O approach to experience engineering , and now finding myself writing about Goldilocks, I will be awarding no…"}},"showOnSearchEngines":true,"publishedDate":"2018-11-15","slug":"goldilocks-goes-digital","title":"Goldilocks Goes Digital","excerpt":{"excerpt":"At PetsApp we believe in the strength of the human-animal bond, and we believe that - deployed correctly - technology can help enhance that bond. "},"author":"Thom Jenkins","createdAt":"2020-05-28T18:13:09.192Z","featuredImage":{"file":{"url":"//images.ctfassets.net/oa5wb8sed8k2/37tdLE2AC7fSS0nQYpV9rE/f92885886d4f731ec211240bd4e97cdd/goldilocks.png"},"fluid":{"base64":"data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAABQAAAAICAMAAADOQy/fAAAAmVBMVEXc3Nza2trZ2drY2tzY29/Y2t3f39/d3d3e3t7p6uvz8Orw5tLu5M/y7uXc3d7u6eT31ZPrwlzlulT31I7d3+Dl18jOlxnfrjbjsTnUnyTm2Mjd3d7k3dfGnFvhuFjjulnKoFzl3tfc3t/t49PowonesV3brlPpw4fs49Pl4t7r5uHn4Nnm3tbs5+Ll49/d3t7d3d/c3uDc3+HyVJ0KAAAAV0lEQVQIHR3BMQ7CMBAAwV3Lsiu6dFT8/100KB+IFTh8NyOSVPwGKRwKRHO7fwIRHQKYphYXqVOGaa6L1EgHs3CQHLI9LevNFo1yjnJSOgi8VOLzWEDwB3y5Foxlz424AAAAAElFTkSuQmCC","aspectRatio":2.4966666666666666,"src":"//images.ctfassets.net/oa5wb8sed8k2/37tdLE2AC7fSS0nQYpV9rE/f92885886d4f731ec211240bd4e97cdd/goldilocks.png?w=870&q=50","srcSet":"//images.ctfassets.net/oa5wb8sed8k2/37tdLE2AC7fSS0nQYpV9rE/f92885886d4f731ec211240bd4e97cdd/goldilocks.png?w=218&h=87&q=50 218w,\n//images.ctfassets.net/oa5wb8sed8k2/37tdLE2AC7fSS0nQYpV9rE/f92885886d4f731ec211240bd4e97cdd/goldilocks.png?w=435&h=174&q=50 435w,\n//images.ctfassets.net/oa5wb8sed8k2/37tdLE2AC7fSS0nQYpV9rE/f92885886d4f731ec211240bd4e97cdd/goldilocks.png?w=870&h=348&q=50 870w,\n//images.ctfassets.net/oa5wb8sed8k2/37tdLE2AC7fSS0nQYpV9rE/f92885886d4f731ec211240bd4e97cdd/goldilocks.png?w=1305&h=523&q=50 1305w,\n//images.ctfassets.net/oa5wb8sed8k2/37tdLE2AC7fSS0nQYpV9rE/f92885886d4f731ec211240bd4e97cdd/goldilocks.png?w=1498&h=600&q=50 1498w","sizes":"(max-width: 870px) 100vw, 870px"}}},"related":{"nodes":[{"content":{"childMdx":{"excerpt":"We all know why we ask pet owners to select an \"appointment reason\" when booking a visit online. 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