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Welcome to the first episode of “Tame the Mobile Beast.” Today, your host Tom Butta is joined by Seth Matlins, Managing Director of the Forbes CMO Network.
Tom & Seth discuss the challenges faced by today's Chief Marketing Officers - including declining budgets, organizational silos, and the ever-moving needle of customer expectations. Both believe it is essential for marketing to take on holistic accountability for the customer relationship.
Additionally, Tom & Seth both stress the importance of finding simplicity in a world that is becoming more complex. Seth emphasizes the need for modern CMOs to prioritize effectively, “knowing what not to do as much as what to do,” in order to leverage limited resources efficiently.
One final takeaway from today’s conversation is that marketing tactics can be ineffective if they are received at an inopportune time. Too often marketers forget to consider that which precedes their work. Seth highlights the need to integrate emotional context back into strategy.
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Guest Quote
"If we do not consider that which precedes our work [and] the driving of experience, it's much less likely that the work will work." – Seth Matlins
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Time Stamps
00:53 Meet Seth Matlins: Insights from the Forbes CMO Network
01:27 Who Owns the Customer Relationship?
05:27 The Problem of Organizational Silos
09:37 The Role of the CMO in Driving Growth
12:07 The Knowledge Gap in the C-Suite
21:57 The Importance of an Entrepreneurial Mindset
28:43 Rapid Fire Questions and Closing Remarks
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Links
Connect with Seth Matlins on LinkedInCheck out the Forbes CMO NetworkConnect with Tom Butta on LinkedInCheck out the Airship Website -
Mastering mobile experience is a beast.
We’re here to help.
Welcome to Tame the Mobile Beast.
This show contains everything you need to capture customer value, whether it’s in the app, on the web, or everywhere in between.
Join Airship CMO Tom Butta as he talks to leading experts in product and marketing.
In each episode you’ll hear their strategies and tactics for creating impeccable in-app experiences and leveraging the outside-the-app environment to engage customers across channels.
Tame the Mobile Beast.
Brought to you by the team at Airship.
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This week's episode of Masters of MAX features Tom Butta interviewing Alexis Baird, the Head of Product Experience at Thumbtack. Alexis shares her journey from linguistics and computer science to product management roles at Microsoft, LinkedIn, and Lyft. At Thumbtack, she leads innovations that connect homeowners with home service professionals.
Today’s focus is all about redesigns. Alexis and the team at Thumbtack recently launched an extensive redesign to expand their offerings beyond hiring professionals to provide their users a single app for all of their home needs.
Alexis underscores the critical need for a personalized, user-centric approach, explaining how Thumbtack tailored their app to meet individual homeowner goals and house-specific needs, integrating tools like personalized guides and educational tidbits to boost user engagement. She discusses how the dev team was given a sandbox environment with a small percentage of customers and without traditional revenue targets, allowing for bold experimentation and significant advancements in user experience without the pressure of immediate financial returns.
The overarching theme of the episode revolves around executing a successful redesign. Alexis advises maintaining flexibility, refining hypotheses with careful analysis, and creating a cross-functional team encompassing design, engineering, marketing and more. By aligning a long-term vision with short-term iterative goals, and ensuring continuous feedback loops, Thumbtack was able to deliver a significantly enhanced product that better serves their customers' evolving needs.
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Guest Bio
Alexis has been working on products for the past 13 years, looking at the world through her customer's eyes, to build features that make a real impact for them. She is currently leading the customer experience and growth product teams as Head of Product Experience at Thumbtack.
Before her current role, she spent almost three years at Lyft, first as a Product Manager before she was promoted to Head of Product. In this role, she first focused on rider experience and later, Lyft Healthcare which included their concierge products.
She has also worked as a Senior and Group Product Manager at LinkedIn. She worked on the Talent Solutions, Content, Slideshare as well as LinkedIn Profiles teams. Her first product position was as a Product Manager for the Captions Metrics team at Microsoft Bing.
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Guest Quote
"One of the big misconceptions is that you do a big launch and you just kind of disappear. I've been part of redesigns in other lives, and you almost never get it right the first time or the second time or the third time. It takes a lot of iteration to get to that bar that you want for a broader launch."
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Time Stamps
*(01:18) Alexis' background
*(03:12) What is Thumbtack?
*(04:29) Why the team decided to redesign their entire offering
*(08:41) Drilling down on personalization
*(11:30) The importance of collecting user feedback
*(14:24) The results of Thumbtack's redesign
*(17:17) Lessons for others looking to make significant change
*(21:37) How to prove your hypotheses with your users
*(23:17) When is the time to put your pencils down?
*(26:15) Do you go broad? Do you go deep?
*(27:19) Rapid Fire Questions
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Links
Connect with Alexis Baird on LinkedInCheck out ThumbtackConnect with Tom Butta on LinkedInCheck out the Airship Website -
In this episode of Masters of MAX, host Tom Butta welcomes Zach Greenberger, the Chief Business Officer and Head of Partner Experience at Lyft. Zach provides insights into Lyft’s strategies aimed at enhancing customer experiences and building lasting trust with both drivers and riders.
Throughout their conversation, Tom and Zach discuss Lyft's focus on creating value and connectivity for both riders and drivers, such as innovative features like Women+ Connect, which increases drivers’ chances of matching with more women and nonbinary riders. These initiatives not only cater to user needs but also deepen the emotional connection with the brand by integrating new technologies and ad-tech solutions into the customer journey.
Zach also explains how the company’s understanding of first-party data allows for contextually relevant advertising, enhancing rider experiences without being interruptive. He touches on the strategic partnerships and tools Lyft employs to encourage people to get out of their homes, combating the loneliness epidemic by linking them with experiences and destinations.
Finally, Zach offers valuable advice for businesses looking to master mobile app experiences, emphasizing the importance of frictionless, user-centric design. He showcases some of Lyft's strategies for providing seamless interactions and highlights the power of live updates for real-time user engagement.
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Guest Bio
Zach Greenberger is the Chief Business Officer at Lyft, where he leads efforts on Lyft's growth partnership strategies and delivering value to the end-to-end supply chain. Zach has not only brought a strong procurement background to the role, but he's also always had a passion for emerging technologies and a customer-centric approach.
Prior to joining Lyft, Zach was integral to the Global Supply Management and Operations team at the Tesla Corporation and before that, he spent 3 years at IBM as a Strategic Sourcing Consultant.
With an impressive list of over 20 technology patents under his belt, Zach stays committed to driving loyalty to Lyft's customer base while continuing the company's mission to improve people's lives with the world's best transportation.
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Guest Quote
"The less clicks, the less taps, the easier to navigate, the better. In order to create real value, things need to be super easy to navigate and understand. And that is really complex, especially when you're working to come together with a partner to create an experience for a user. It has to be done in a way that is easily digestible, easily navigatable, and easy to understand." – Zach Greenberger
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Time Stamps
*(01:43) Lyft's authentic obsession with their customers
*(03:10) Why trust is critical to success
*(06:54) What is Lyft's biggest competitor?
*(09:25) How ads can uplift the user experience
*(13:13) Incentivizing users to experience the world around them
*(18:49) Zach's advice for others out there
*(21:18) Rapid Fire Questions
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Links
Connect with Zach Greenberger on LinkedInCheck out LyftConnect with Tom Butta on LinkedInCheck out the Airship website -
In this episode of Masters of Max, host Tom Butta welcomes Julie Ask, a renowned expert in consumer digital experiences and former Principal VP analyst at Forrester Research, Inc.. Julie's extensive background as a futurist and digital product strategist sets the stage for a great discussion on the challenges brands face in orchestrating seamless digital experiences.
During the interview, Julie highlights the evolving landscape of consumer digital experiences, emphasizing the importance of immersive interfaces on mobile devices and the growing trend towards “invisible” experiences that anticipate and fulfill consumer needs. While in the past, most consumers would actively pull information from brands when desired, Julie emphasizes that now consumers expect brands to push relevant offerings to them.
As the discussion progresses, Tom and Julie explore the impact of AI on digital experiences, touching on the complexities of using generative AI and the need for brand authenticity and control. They address the critical importance of trust in gaining customers willing to provide information to brands as well as the challenges organizations face in stitching together data silos to orchestratie cross-channel interactions spanning different business functions. Julie underscores the need to break down organizational silos to deliver cohesive interactions because ultimately: “the customer doesn't want to see functions within your brand, the customer wants to see your brand.”
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Guest Bio
Julie Ask is a technology futurist and digital product strategist who has advised hundreds of global brands on how to design effective consumer engagement strategies to drive business outcomes. Her work defines the evolution of consumer digital experiences and inspires brands to take action.
During her 20+ years as an industry analyst at Forrester, she researched, developed insights, and wrote hundreds of pieces of research on consumer mobile and digital experiences; delivered dozens of speeches and webinars; appeared regularly on Bloomberg TV; and co-authored a book, The Mobile Mind Shift.
Her most impactful work included: visions of future digital experiences, realistic assessments of emerging technologies and their capabilities, decision frameworks, consumer behavior models, maturity assessments, technology portfolio recommendations, consumer mobile engagement strategies, and operational- and design best practices.
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Guest Quote
"There is going to be more of a demand for orchestration, not just across marketing, but for operations and customer care service as well. Orchestration is probably one of the most difficult challenges that brands are facing as we look at the future of consumer digital experiences. Marketers are going to need to play a very important role in helping solve that problem because they tend to own the outbound messaging channels. Whether it's email, push, SMS, or otherwise. It's a really hard problem to solve.” – Julie Ask
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Time Stamps
*(01:10) Who is Julie Ask?
*(02:04) What is changing in the world of digital experience?
*(05:24) Where does AI fit into the equation?
*(07:49) The challenges brands are facing today
*(10:02) It always comes back to data
*(15:31) Why trust is critical to unlocking consumer engagement
*(17:55) What tools marketers can employ to set themselves up for success
*(20:40) Moments vs. Experiences
*(24:17) Who is responsible for the brand // customer relationship
*(25:15) Overcoming silos
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Links
Connect with Julie Ask on LinkedInConnect with Tom Butta on LinkedInCheck out the Airship website -
In this episode of Masters of MAX, host Tom Butta welcomes Christie Hefner, the esteemed former chairman and CEO of Playboy Enterprises. As the longest serving female CEO of a U.S. publicly traded company, Christie led Playboy’s expansion from print to cable TV to online, mobile and ecommerce, massively growing revenue including global retail sales reaching nearly a billion dollars in her last year at the helm.
Throughout the interview, Christie discusses the importance of embracing change and innovation, highlighting the need for businesses to adapt in a dynamic and unpredictable market. She emphasizes the value of a diverse leadership team, sharing examples of how varied perspectives can drive creativity and problem-solving.
Christie also stresses the significance of maintaining a direct relationship with consumers in an ever-evolving marketplace, urging companies to prioritize consumer data ownership to create their own strategic advantage.—
Guest Bio
Christie Hefner is a seasoned professional with more than thirty years’ experience at executive levels in both public and private companies, as well as multiple company directorships. Presently, her portfolio includes advisory work for Newlight Technologies which patented a technology to convert methane into ocean biodegradable plastic and Public Good, an AI-driven digital platform that scalably engages consumers in a brand’s purpose. She also serves on the Advisory Board of the Offutt Companies, a multi-billion-dollar agricultural conglomerate.
Previously, Christie served as Chairman and CEO of Playboy Enterprises for 20 years making her the longest serving female CEO of a U.S. publicly traded company. She was widely credited with developing and leading strategies that repositioned the company from its legacy domestic magazine business to a global multi-media and lifestyle company, massively growing revenue and its brand internationally.. She was on the Fortune 100 Most Powerful Women list for three years.
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Guest Quote
"There is so much research that shows companies outperform when they have diverse leadership. But it doesn't just happen. And if the only people that are working to identify talent are white men, then you're likely to play in that lane because people refer the people they know or they have an unconscious bias towards someone who seems more like them. If you're intentional about it, you'll build a diverse team, and then the question is about making sure all those voices are heard." – Christie Hefner
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Time Stamps
*(01:10) Christie's Legacy
*(04:40) Leading massive change
*(07:49) The power of diverse leadership
*(13:19) Balancing innovation and discipline
*(15:15) Playing to your strengths as a brand
*(20:17) Maintaining your consumer relationships
*(23:29) How Christie generated nearly $1B in global retail for Playboy in one year
*(25:18) The need for more women executives
*(27:56) What Christie is excited for next
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Links
Check out PlayboyConnect with Tom Butta on LinkedInCheck out the Airship Website -
In this week’s episode of Masters of Max, Tom Butta welcomes Harry Parkes, VP of Product at OVO, a major energy supplier based in Bristol, England. Harry brings a wealth of experience from the product and design fields, and is at the forefront of boosting consumer engagement and facilitating the transition towards sustainable energy use at OVO. Founded over a decade ago, OVO emerged as a challenger in the UK energy sector and now boasts 4M customers.
The conversation dives deep into the philosophical and practical aspects of product design and management. Harry underscores the importance of understanding the user’s context when designing a product or service, drawing parallels between product management and the design field. Both disciplines, he argues, revolve around problem-solving within the situational context of users.
A significant part of the interview highlights OVO's innovative approach to engaging customers through its mobile app offerings. With the energy sector’s shifting landscape, OVO has benefitted from their customers’ newly sparked interest in conserving energy. The company has invested in app features that allow users to check their energy usage, understand how energy flows through their homes, and offer insights to reduce their carbon footprint and save money. The app plays a critical role in getting customers to engage with their energy and start thinking about where it comes from, fostering an ongoing relationship to advance the decarbonization agenda.
For businesses looking to enhance their mobile engagement and app offerings, Harry provides valuable insights. Emphasizing the significance of understanding customer behaviors, perceptions and profiles, as well as using AI to add real value to customers’ experiences. Harry also highlights OVO’s focused approach to becoming net zero by 2035.
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In this week's episode of Masters of Max, host Tom Butta welcomes Vernesa Ćutuk, a CRM specialist, to the podcast. Vernesa has a diverse career background, working with various industries such as telcos, pharmaceuticals, startups, and mobile apps. Most recently, Vernesa was the CRM Marketing manager for Sleep Cycle, the sleep tracking app with over 300,000 monthly downloads. Now, Vernesa consults independently, sharing her expertise in understanding the user journey and promoting a user-centric approach within companies.
During their conversation, Tom emphasizes that simply having a CRM platform doesn’t make your brand automatically customer focused and that you need to actively engage users effectively across different channels. Vernesa also highlights the need to understand user behavior and segmentation to personalize interactions and optimize engagement.
You’ll also hear Vernesa talk about the concept of being a "T-shaped marketer,” the significance of balancing depth in specialization with breadth in decision-making to address varying customer need, and how brands can foster seamless customer experiences across different touchpoints—physical stores, websites, and mobile apps.
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Guest Bio
Vernesa Ćutuk is a CRM marketing consultant who helps businesses in unlocking the true value of their CRM by providing a holistic view of the user lifecycle journey.
Primarily focusing on B2C, Vernesa works with both large and small companies, providing strategic guidance and hands-on support at every step of the journey using various CRM tools.
With extensive experience in large corporations, medium-sized companies, and startups across industries such as telecommunications, pharmaceuticals, gaming, publishing, and healthcare.
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Guest Quote
“From the CRM perspective, as soon as we get their email address, they are entering the loop of onboarding emails, where we show them what we got, try to engage them in a correct way, different product features, et cetera. So not too much, not too little. It's always this balance. We want to check so many things, we want to personalize so many things, we want to ask them so many questions, and this is the perfect timing to ask them because they are new, they are interested.” – Vernesa Ćutuk
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Time Stamps
*(02:00) Vernesa's background in the industry
*(05:01) Simply having a CRM System doesn't make you customer-centric
*(06:56) How to be a T-Shaped Marketer
*(11:30) Drive 4x the value from your customers
*(13:06) The app lifecycle
*(17:13) Curating a "cozy" onboarding experience
*(20:58) Advice for creating a unified user experience
*(28:46) Rapid Fire Questions
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Links
Connect with Vernesa Ćutuk on LinkedInConnect with Tom Butta on LinkedInCheck out the Airship Website -
In this episode of Masters of Max, host Tom Butta welcomes Jonathan Azouri, the CEO of CatchCorner by Sports Illustrated, North America’s top destination for booking sports facilities and activities. Jonathan shares his entrepreneurial journey and passion for innovation, highlighting the importance of keeping a human perspective in business. He emphasizes the impact of every interaction on user experience and the value of hands-on leadership in building successful teams.
Today, you’ll hear Jonathan talk about what inspired him to start CatchCorner by SI, emphasizing accessibility and seamless user experience. And while you may be familiar with similar booking apps made for restaurant reservations, Jonathan addresses the technical complexities and unique requirements involved in sports facility rentals, highlighting the importance of e-signatures and customer safety.
As the conversation progresses, Tom delves into the dual focus of CatchCorner by SI as both a B2B company and a consumer-facing platform. Jonathan explains the company's structured approach, with dedicated teams overseeing facility onboarding and operations, ensuring a cohesive user experience. The partnership with Sports Illustrated further validates Jonathan’s mission of making sports spaces accessible to all.
Jonathan's advice for aspiring app developers centers on meticulous planning, user-centric design, and continuous iteration before coding. He underscores the significance of maintaining quality standards and a strong foundation while scaling a business.
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Guest Bio
Jonathan Azouri, a Canadian entrepreneur, serves as the co-founder and CEO of CatchCorner by Sports Illustrated. His dynamic career took a significant leap in 2023 when he earned a well-deserved spot on Forbes’ 30 Under 30 list.
Jonathan studied at McGill University, graduating in 2016 on the Dean’s Honor List with a Bachelor of Commerce. His profound enthusiasm for both sports and technology has seamlessly converged to form the nexus behind his growing company.
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Guest Quote
"There's real people behind every single transaction or action being taken. A lot of the times, especially when you are scaling, you kind of just see these numbers but don't think that that's an actual human being. If you don't keep that perspective, as simple as it may sound, then you kind of lose touch. And when you lose touch, that's when the experience really goes down. So, each interaction with each different screen is going to impact how they felt and how they actually enjoyed your product.” – Jonathan Azouri
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Time Stamps
*(01:26) Jonathan's Background
*(04:12) What is CatchCorner by Sports Illustrated?
*(06:57) Expanding accessibility
*(07:48) Serving both sides of the business successfully
*(10:40) Matching your users' last great experience
*(14:15) The growth Jonathan & CatchCorner by SI have experienced
*(17:42) Jonathan's advice for other app builders
*(20:10) Rapid Fire Questions
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Links
Connect with Jonathan Azouri on LinkedInCheck out CatchCorner by SIConnect with Tom Butta on LinkedInCheck out the Airship Website -
Welcome to this week's episode of Masters of Max with host Tom Butta. Today, Tom is joined by John Gregory, a seasoned professional with a diverse background spanning retail, media, and digital. John has worked with renowned brands like Macy's, Bloomingdale's, AOL, Pandora, and Spotify.
Throughout the conversation, John emphasizes the importance of brand continuity and delivering a remarkable and consistent customer experience across all touchpoints. He highlights the value of personalization and leveraging listener data in mobile app experiences to create engaging and relevant interactions. John also discusses the significance of balancing performance-oriented marketing with brand marketing to attract new audiences.
He advises companies to focus on innovation, experimentation, and staying flexible in the ever-changing digital landscape. Overall, this interview provides universal insights and advice for any brand seeking to improve their mobile engagement and app offerings. John's extensive experience makes this interview a must-listen for any company looking to navigate the ever-changing digital landscape.
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Guest Bio
John Gregory joined Spotify in April 2020 as Global Retail Category Development Officer to lead the retail vertical that supports efforts with key strategic partners in this industry sector. His role advocates Spotify’s platform capabilities to the retail industry, collaborating with internal teams to ensure the best solutions for retail clients are in development and also advising the selling organization on how best to address the needs of all sub-categories within the industry.
Earlier in his career, John was VP-Retail Head of Industry at Pandora, Retail Category Development Officer at AOL, and Group VP of National Marketing Strategy and Campaign Planning for Macy’s Inc.
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Guest Quote
"It all comes down to having a continuity between all the expressions of your brand, whether it be a mobile app or in store or even the advertising you may see throughout your daily life. There has to be a common thread of brand continuity to make it make the most sense and keep that experience with the consumer.” – John Gregory
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Time Stamps
*(01:16) John's Background
*(05:01) Proving the value of your users
*(08:08) Curating the experience for each unique consumer
*(10:16) Evolving your physical brand to the digital world
*(12:07) All about experience
*(16:59) Spotify’s “The Stage Experience”
*(19:24) Advice for digital native brands
*(22:34) Rapid Fire Questions
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Links
Connect with John Gregory on LinkedInConnect with Tom Butta on LinkedInCheck out the Airship Website -
In this episode of Masters of Max, our host, Tom Butta, sits down with Frank Bach, a product designer at Instagram. Born in Canada, Frank started his career in graphic design, later transitioning into the digital space. After over seven years with the mindfulness app, Headspace, Frank transitioned to his current role at Instagram. Beyond his daytime role, you can also find him running the Sunshine Shop, an lifestyle brand elevating underrepresented artists, or leading the vocals for the band Monk.
At the heart of the conversation is the intersection of brand, experience, and how to foster mobile app engagement. Frank shares about his time at Headspace, where he faced the challenging task of maintaining the company's stellar growth trajectory in the face of increasing competition. Stressing the link between experience and brand, he emphaisized that while your internal teams might be segmented, you need to remember your customer only sees one external brand.
Frank discusses the dynamics of working at Instagram and his commitment to making it the best platform for creators. He emphasizes the importance of face-to-face time - even in our increasingly virtual world - and why building relationships within the workplace are critical to those still building their careers. Tune in for an enlightening conversation sure to inspire both app developers and brand strategists alike.
The views and opinions expressed in this conversation are Frank Bach's and do not necessarily reflect the views and opinions of his employer.
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Guest Bio
Frank is a Staff Product Designer working at Instagram, previously Headspace and Red Bull with a diverse background in social media, healthcare, habit formation, ecommerce, sports & entertainment. He's skilled in creating joyful experiences for beloved brands and has experience designing growth initiatives, engagement and retention features, 0-1 projects, and more.
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Guest Quote
"Growth is a multi-headed monster. You have to tackle it from all ways and see what is getting you the best traction. The train is moving all the time, but the people are kind of flying in and out of it nonstop. The customer you were talking about two years ago, it's probably very different from the one you're talking about today" – Frank Bach
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Time Stamps
*(01:26) Frank's Background
*(05:17) Sunrise Shop
*(09:14) Frank's band, Monk
*(12:07) Experience is brand
*(15:02) Navigating massive app growth
*(21:37) How to thrive in a remote-first environment
*(26:08) Making big impacts across large organizations
*(28:28) Rapid Fire Questions
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Links
Connect with Frank Bach on LinkedInCheck out InstagramListen to MonkShop at Sunshine ShopConnect with Tom Butta on LinkedInCheck out the Airship Website -
In this week’s episode, we learn about Meg Dryer, the General Manager of the Consumer Business for Evidation, a healthtech app offering health tracking, reward features, and access to research institutions. Meg is an individual who uniquely blends engineering and design, having started her journey in engineering before pursuing art and design. This shift towards experience design has lasted throughout her career, and you’ll hear how profoundly it has impacted her work.
Evidation leverages health data from wearables and smartphones to impact healthcare decisions, setting the stage for objective, data-informed discussions between patients and doctors. With Data Privacy Day on the horizon (January 28th!), Meg emphasizes the importance of data transparency in crafting a delightful consumer-grade healthcare experience.
Meg offers valuable insights throughout the conversation. She advocates how she and her team have found success in designing for the 'off moments', allowing their users to disengage when they need to and re-engage easily on their own terms. She also emphasizes the importance of allowing users to switch their focus, whether it's from activity level to sleep patterns. These strategies maintain long-term engagement.
Meg also shares advice for listeners who aim to improve their own practices. Intensive user involvement, maintaining a beginner's mindset, and practicing patience forms the crux of successful design. Meg insists on going beyond the present app scope and envisioning the future experience based on deep qualitative research, ensuring that the product is tailored to meet both the obvious and unspoken needs of the users.
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Guest Bio
Meg Dryer is the General Manager of Consumer at Evidation, where she is responsible for Evidation's presence in the market. Prior to Evidation, Meg was VP of Consumer Experience at Cambia Health Solutions. Before moving into healthcare, Meg led teams at Nike where she worked on projects such as the Rio Olympics and at IDEO, where she did venture and business design. Her work is deeply human-centric: she cares deeply about understanding customer needs and crafting solutions and stories to meet these needs. Meg has a BS in Interaction Design from Stanford University and an MBA from the Stanford Graduate School of Business.
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Guest Quote
"If you are trying to force someone in your app or your experience to maintain that high level of engagement, they drop off. But if you craft an experience designed for the off moments, where it's okay for it to take a back seat for a while, people can re-engage when they're ready. You keep that longitudinal engagement over time.” – Meg Dryer
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Time Stamps
*(01:22) Meg's Background
*(05:40) What is Evidation?
*(08:04) Capturing the data from your lived experience
*(11:46) The sensitivity of health data
*(13:27) Solving the tension between data privacy and design
*(18:26) Evidation's superpower
*(20:17) Redesigning the healthcare experience
*(22:47) Lessons for others looking to redesign their app
*(26:12) How to maintain user engagement all year long
*(31:03) Rapid Fire Questions
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Links
Connect with Meg Dryer on LinkedInCheck out EvidationConnect with Tom Butta on LinkedInCheck out the Airship Website -
Welcome to this week's episode of Masters of Max, this time featuring an exciting conversation with Martin Granström, head of design for retail giant Sam's Club. With a 20+ years career in product design and UX, Martin's journey has taken him from implementing error handling systems for nuclear plants to leading design teams at Sony Mobile, and now to redefining the retail experience at Sam's Club.
Offering a unique perception into the evolving world of physical and digital design, Martin discusses driving innovation through both cross functional teams and customer-focused problem solving. He emphasizes the importance of combining physical and digital design to create holistic experiences for customers where every element of interaction feels cohesive and intuitive.
Martin unveils 'Clubhouse', a design studio space that emphasizes physical prototyping and testing, allowing rapid implementation across all facets of the customer experience. Clubhouse not only brings innovation to life but democratises it by providing a tool and a space that belongs to everyone in Sam's Club, promoting innovation by functionally enhancing both linear and lateral thinking.
Towards the end of the interview, valuable insights are shared for businesses aiming to enhance their mobile engagement and app offerings. Martin suggests that instead of focusing efforts on fixed high-sales seasons, businesses should strive to meet customer needs throughout the year, making every interaction count. Having dedicated design teams in-house allows for greater control and continuous innovation, ultimately resulting in a better, personalised user experience.
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Guest Bio
Martin Granström is the Head of Product Design at Sam’s Club, one of the largest US retailers serving more than 47 million members through 597 clubs in the US and more than 200 internationally. Martin and his team oversee the complete end-to-end experience for members and associates, from the club’s back room to the member’s living room—and all the interactions in between.
Martin has been a design leader for over 15 years. During his tenure, he has created and led complex and multi-faceted experience strategy & design teams, driving innovation projects for the IoT, AI and appliances and working on mobile products that are available in 80 languages and more than 224 countries--making life connected for the consumer globally. He holds patents for a system that allows multiple mobile devices to control the music playback of a lead device and for receiving user input on a graphical user interface.
Throughout his career, Martin’s design philosophy has always been to deliver business benefits through customer engagement and delight. Simply put, it’s to ‘take it from business to buttons’.
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Guest Quote
"One of the things that we've seen and that has evolved over the years is that combination of physical and digital design. For retail, It's very relevant, just because as a customer, as a member, you do both. And why wouldn't we as experienced creators, think about both holistically?" – Martin Granström
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Time Stamps
*(01:10) Martin's Background
*(05:34) When Martin joined Sam's Club
*(07:34) Fostering designer engagement
*(09:22) "The Prototype a Month"
*(11:37) Combining physical and digital design
*(13:15) Reimagining Retail
*(16:39) What is "Clubhouse?"
*(21:20) How designing in a physical space informs digital experience
*(24:36) Diving into design systems
*(27:42) How have the holidays changed for retail?
*(30:03) Rapid Fire Questions
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Links
Connect with Martin Granström on LinkedInCheck out Sam’s ClubConnect with Tom Butta on LinkedInCheck out the Airship Website -
In today’s episode of Masters of MAX, Tom is joined by an amazing guest, Michael Kassan, Michael is the founder, chairman, and CEO of MediaLink, the media and marketing industry’s most trusted and connected strategic advisory firm, specializing in identifying areas of opportunity, optimization, and ultimately growth for its clients.
Michael is an absolute veteran in the industry, having worked with executives at brand companies across various spaces. On the show, he emphasizes the importance of being a good storyteller as a CMO both externally to customers and internally to leadership and finance teams. Michael believes that the role of the CMO has evolved beyond just marketing, and now includes responsibilities in growth, communications, and product.
Michael acknowledges that mobile app consumers are highly valuable to brands and stresses the need for brands to be involved in the creation of content, rather than just supplying commercial messages. He believes that purpose-driven marketing and content creation can have a significant impact on both brand growth and cultural change. Overall, this conversation provides valuable insights into the role of the CMO, the importance of storytelling and customer experience in marketing, and the evolving landscape of mobile apps and brand content creation.
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Guest Bio
Michael E. Kassan is the founder and CEO of MediaLink, a leading strategic advisory firm. Described as the “ultimate power broker,” he is a trusted advisor on speed dial with every major executive in the media, marketing, entertainment and technology C-Suite. Kassan and his global team of more than 200 specialists provide counsel for navigating the age of digital disruption in areas including: marketing transformation, data and technology solutions, growth strategy, private equity advisory, executive search and talent advisory, and entertainment, sports and culture marketing. MediaLink is a part of United Talent Agency (UTA), which, together with Kassan, acquired the firm from Ascential pLc in 2021. Kassan had sold to Ascential pLc in 2017. In 2019, Kassan was inducted into the American Advertising Federation’s Hall of Fame, which is considered the highest honor in advertising.
Prior to founding MediaLink in 2003, Kassan was President/COO and Vice-Chairman of Initiative Media Worldwide, growing billings from $1.5 billion to over $10 billion. Before that, he was President and COO of International Video Entertainment (Artisan Entertainment).
In addition, Kassan has served on the Board of the Hollywood Radio and Television Society, the Commission on California State Government Organization and Economy and the Cultural Affairs Commission – City of Los Angeles and has been Chairman of the State Senate Select Committee on the Entertainment Industry. Kassan currently serves as Chair of the UJA-New York Marketing Communications Committee as well as on the Boards of the American Advertising Federation, the Ad Council, and the Hollywood Radio and Television Society. He served as Chairman of the California State Senate Select Committee on the Entertainment Industry.
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Guest Quote
"Chief Marketing Officers necessitate more technology decisions than ever before, and Chief Technology Officers need to make more marketing decisions than ever before. I was a CEO that did understand that the person with the pocket square (CMO), and the person with the pocket protector (CTO) actually had to have the same pockets." – Michael Kassan
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Time Stamps
*(01:49) What does the CEO not know about the CMO?
*(04:17) The evolution of the CMO
*(07:48) Why it all comes down to storytelling
*(10:07) How a succesful CMO proves value
*(12:57) Who is responsible for customer experience?
*(14:25) Why you need your brand to excel on all platforms
*(16:12) Taking lessons from the quick service industry
*(18:08) The power of surprise and delight
*(20:02) Where does the responsibility lie for a mobile app?
*(22:12) What marketing trends are out there between industries?
*(27:17) The push and pull of advertising your core beliefs
*(29:38) Rapid Fire Questions
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Links
Follow Michael Kassan on LinkedInCheck out MediaLinkConnect with Tom Butta on LinkedInCheck out the Airship Website -
Today’s guest is Reed Daniels, the president and CEO of Red's Savoy Pizza, a local Minnesota Pizza Restaurant known for its ‘Sota-style recipe. With over a decade of involvement in the business, Reed has a rich understanding of the industry, having acquired the brand in 2019 after holding positions as Director of Marketing and President.
Red's Savoy Pizza has a storied history, beginning as a neighborhood joint and transforming into an entity with 19 units and growing. Reed attributes this colossal growth to building a solid marketing structure that introduced online ordering, gift cards, and a loyalty program.
The conversation highlights critical moments for businesses and the importance of leadership in navigating these periods. Talking about his experience during the government shutdown due to the pandemic, Reed emphasizes the importance of standing steadfast instead of giving in to panic. He identifies a company's ability to evolve its technological tools to enhance customer experience as crucial to staying relevant and successful in today's business environment. His practical example relates to the introduction of their app and how to evolve it from simply a rewards program app to an integrated tool that enhances customer experience.
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Guest Bio
Reed Daniels is a proficient marketing professional and the President and CEO of Red's Savoy Pizza, an iconic pizza brand with over 19 locations. Throughout his career, Reed has focused on combining his invaluable marketing expertise with his passion for driving customer engagement.
Since 2012, he has worked tirelessly to optimize Red's Savoy Pizza's branding, maximize customer loyalty, and bridge the gap between the digital and the physical. By achieving these objectives, Reed has successfully earned Red's Savoy Pizza a place on patrons' favorite lists.
Reed is also a lifelong Minnesota Vikings fan and an avid consumer of technology services. Reed finds joy in using tech to enhance daily living, work operations, and customer experience, particularly through apps.
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Guest Quote
“We designed the program called ‘Thank You Awards.’ We could say thank you for choosing us: ‘Here's a free cheese bread, here's wings.’ Kind of like an insider club, and it reminded me of back to our original location where it's like a lot of bars take care of the regulars, right? And that's a way for businesses to know, and appreciate, and think of the regulars.” – Reed Daniels
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Time Stamps
*(01:18) Red's Savoy Pizza Origins
*(04:51) How Reed transitioned into the business
*(06:18) What is 'Sota Style Pizza?
*(07:06) How “brand won” for Red's during the pandemic
*(12:42) Where can you foster loyalty with your customers?
*(17:27) Red's "Six Two" List and the path to becoming the first choice
*(22:41) Are you delivering real value to your customers?
*(29:53) Taking lessons from other successful brands
*(31:33) Why you should already be using live activities
*(34:02) Rapid Fire Questions
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Links
Connect with Reed Daniels on LinkedInCheck out Red’s Savoy PizzaConnect with Tom Butta on LinkedInCheck out the Airship Website -
In today’s episode, Tom Butta sits down with Sienne Veit, an esteemed executive in the retail space, to discuss the power of mobile apps in unlocking retail success during the holiday season. Veit emphasizes how mobile apps have become the key to empowering retailers by bridging the gap between the digital and physical worlds. By joining and knowing the customer, retailers can leverage apps to provide personalized experiences, enabling customers to plan purchases, access product information and enhance their in-store journey.
Veit draws on her extensive experience working with renowned retailers like Marks & Spencer, John Lewis, and Kingfisher to highlight the impact of well-designed mobile experiences. She stresses the importance of understanding the unique capabilities and usability of mobile devices, ensuring that the app serves a purpose in the customer's journey. In the early days, many retailers overlooked the distinct nature of mobile and tried to duplicate the desktop experience, failing to cater to the on-the-go, time-sensitive context in which customers use their mobile devices.
The interview delves further into the challenges and opportunities retailers face in operationalizing the connection between physical stores and mobile apps. Veit emphasizes the invaluable role that mobile apps play in the end-to-end customer journey, from planning purchases and checking store stock to click-and-collect services and personalized interactions with in-store staff. By understanding the key priorities for each channel, owning the customer experience, and designing for the specific context of mobile usage, retailers can maximize the value they offer to their customers and build long-lasting relationships.
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Guest Bio
Sienne has 25 years of experience in leading digital retail and technology products. She has a strong commitment to creating customer-centered products and innovative solutions in mobile, social, and omni-channel retail. She has held leadership roles at well-known UK and European brands like Kingfisher Plc (B&Q, Screwfix, Castorama & Brico Depot), John Lewis & Partners, Marks & Spencer, and Morrisons. She has also collaborated with industry leaders such as Sony Playstation, Coca Cola, and eTV (South Africa).
Early in her career as a product innovator, Sienne played a key role in introducing pioneering concepts in UK high street retail. She developed a personal styling application for fashion store employees, launched the UK's first mobile website for shopping at M&S, created a groundbreaking smart TV application for the fashion industry, and spearheaded the development of the first social and mobile gamified Facebook app for donating clothes. She also introduced the first mobile taste test, allowing customers to discover and buy the perfect wine. Most recently, her team built a DIY marketplace at B&Q that uses AI recommendations.
Motivated by her passion for crafting mobile experiences that customers love and for building successful products through joyful and productive teams, Sienne founded Invisible Stuff, a consultancy dedicated to helping organisations craft outstanding customer-centric digital experiences. The name "Invisible Stuff" began as a family joke, reflecting her lifelong commitment to integrating technology seamlessly with customer experiences, making it virtually invisible.
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Guest Quote
“Mobile is the most personal of devices. It's always there, it's always on, and increasingly it's the thing we reach for in the moments that matter. When we want to check something, when we want to research something, when we see something we like, we take a picture or we immediately search to find it. It captures all of our finest moments, our best moments with our families, with our friends, it's a key productivity tool. And because of that, it just has so many interesting ways that we can use it to make people's lives better, easier, happier, and more fulfilling. And I think that's what really excites me.” - Sienne Veit
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Time Stamps
*(01:24) Sienne's background in the retail industry
*(04:26) Create an obsession with mobile as a platform
*(06:20) How mindsets have changed around mobile design
*(08:28 Why retail brands find success when adopting mobile early
*(12:21) Glueing the physical and digital world together
*(16:54) Who should own a brand's mobile experience?
*(19:05) Life before download vs. life after download
*(23:52) Achieve your biggest retail wins this holiday season
*(30:09) Where AI fits into all of this
*(33:08) Should we say goodbye to email for good?
*(35:15) Rapid Fire Questions
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Links
Connect with Sienne Veit on LinkedInCheck out Invisible StuffConnect with Tom Butta on LinkedInCheck out the Airship Website -
In today’s episode, host Tom Butta interviews Jonathan Kay, the Founder & CEO of Apptopia, in a discussion that covers past and current trends in the app market, the changing landscape of app usage, and how we are shifting towards better integrated design and functionality. Apptopia is a web-based market data and intelligence solution for mobile application developers which was founded back in 2011.
Tom and Jonathan also explore the concept of mega apps, where brands consolidate multiple apps into one platform. While this approach allows brands to provide a more streamlined and convenient user experience, there are also times when it might be impossible to serve each of your unique customer profiles within one singular app.
The interview further delves into how the economy impacts the mobile space, with Jonathan highlighting the trends observed in the travel, entertainment, and retail sectors. The results might be surprising as some key players have actually increased their usage and revenues during times of limited spending. Jonathan emphasizes the importance of brand loyalty and quality in a market driven by price-conscious consumers.
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Guest Bio
Jonathan Kay is the Co-Founder and CEO of Apptopia, the app data insights and intelligence company, with clients including Google, Zoom, Visa and NBC. A mobile pioneer, Kay entered the market in 2011 to add transparency to the mobile ecosystem through modeled data estimates, and level the playing field.
Starting Apptopia before there were even 100,000 different apps out in the market, Jonathan quickly saw that the best way for someone to differentiate themselves from the noise was through data. Apptopia’s most recent funding round came in 2021 when they secured their $20M Series C led by ABS Capital Partners.
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Guest Quote
“People now have more control over their data, and I think you're gonna see it get even more personalized because at the end of the day, it's just better for you. And I think once people just get more comfortable with it through repetitive, redundant education, they'll realize that more often than not, it provides you with a better experience.” - Jonathan Kay
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Time Stamps
*(01:11) Jonathan and Apptopia's background
*(03:39) How the App landscape has changed since 2011
*(04:45) What data signals you should be watching out for
*(08:05) Deep dive on how data is gathered and analyzed
*(10:38) One App to rule them all? Mega-Apps vs. Separation
*(14:26) The expansion of social media applications
*(16:09) Data privacy trends
*(20:40) Ways the economy impacts mobile usage
*(27:54) Rapid Fire Questions
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Links
Connect with Jonathan Kay on LinkedInConnect with Tom Butta on LinkedInCheck out the Airship WebsiteCheck out Apptopia -
This week Tom Butta chats with Tom Burrell, SVP of Retention Marketing with DAZN. With online streaming quickly replacing cable and satellite services as more and more consumers “cut the cord,” DAZN has quickly to give its competitors a run for their money, and its users an amazing experience.
Burrell provides an inside look at what technologies he and his team utilize to give DAZN users both engaging and unobtrusive interactions, with some of their newest features including real time sport messaging and the ability to follow your favorite teams even while you’re busy. You’ll also hear Burrell’s thoughts around maximizing customer interaction within well-defined life cycle stages.
Additionally, Tom Butta and Tom Burrell dive deep into what steps you can take when you know you are on the verge of losing a subscriber. Whether it’s offering additional education about the product offerings or temporary discounts until favorite content is back, Burrell emphasizes the importance of engaging your customers no matter what stage they are at.
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Guest Bio
Tom Burrell is the SVP of Retention and Lifecycle Marketing at DAZN, an international over-the-top sports streaming service. In his current role, he is focused on retention marketing and keeping his customers engaged and subscribed. Tom has had quite the journey from data planning to CRM, where he has worked on both the agency and client side.
He has led Customer, CRM, Data, Digital and Marketing Departments, Programs and Projects, consultancy & client side for over 20 years. His big superpower? Enabling brands to leverage data and advanced analytics to drive customer centric commercial growth across all stages of the customer lifecycle.
Previously, he was based in the Middle East as Global CRM Director for DigitasLBi, after which he went on to become Head of CRM and Marketing at Man Utd. Most recently ,he headed up Customer Marketing at TalkTalk, before getting back to all things sport and moving over to DAZN.
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Guest Quote
“So, it's really really important to, in an organization like DAZN, make sure that you're dropping the right interaction to the right customer in the right way. Both to support them as a sports fan and getting the best out of the platform, but also to drive the success of our business commercially as well.” – Tom Burrell
—Time Stamps
*(00:49) Background on Tom Burrell
*(02:55) Driving customer growth throughout the entire lifecycle
*(06:36) How to build your playbook
*(10:45) Learning through testing
*(11:40) Why onboarding is critical to user numbers
*(17:33) Showing customers all your value
*(21:19 What tools does DAZN lean on
*(22:46) Can one vendor do it all?
*(24:48) Rapid Fire Questions
Connect with Tom Burrell on LinkedInConnect with Tom Butta on LinkedInCheck out the Airship WebsiteWatch your next game on DAZN
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Links -
Today, host Tom Butta talks to Lior Gross, Director of Software Development at Caliente Interactive, also known as “Caliplay.” Caliplay is a leader in the regulated Mexican online casino and sports betting market with a focus on marketing and user experience. While you cannot download their mobile app quite yet, they’re the number one free sports app on the market in Mexico.
Lior shares his experience as the first technical hire in the door when Caliente decided to pursue a joint venture with the organization, Playtech, and what he’s prioritized as he’s grown his team since. Tom learns how a natural collaboration between teams at Caliente has translated into a better overall customer experience and plugged up any knowledge gaps that may have existed in the past.
Later on in the conversation, Tom and Lior discuss where they think AI might help or hinder mobile experiences for both consumers and brands. Lior shares where Caliente is looking to employ AI versus advanced algorithms, why there might need to be less data collected in the future, and how that data will probably be safer in the hands of a computer.
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Guest Bio
Lior Gross is a CTO & Director of Software Development with 10 years’ experience in web and app development and a strong background in the gaming industry. He has been with Caliente Interactive since 2014, and leads the daily operations of the Software Development Department, which he established from scratch.
His expertise is translating business strategy into tech solutions, achievable plans, and measurable outcomes. He has successfully directed countless software-based technological projects, including multimillion-dollar programs for leading multinational companies. He has managed over 70 gaming apps on Apple Appstore and Google Play with 30M+ users worldwide - and regularly prevented and solved issues for hi-loaded applications. In addition, he has directed technical accounts for high-profile, tier-one company partners including Fox Sport (Mexico), ESPN (Global), Facebook, Google, and BBVA Bank.
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Guest Quote
“So who do you trust more with your data? A machine or a person? To be honest, I trust the machine more because I think it has nothing to gain from my data. And if you have AI to comb through all this data, and find the data points you need to collect, I think AI can improve it and maybe even collect less data than is collected today.” – Lior Gross—
Time Stamps
*(01:15) Lior's Background
*(03:35) What is Caliente?
*(05:16) Why is cross-functionality something you should pursue?
*(07:44) The benefits of working together
*(08:56) Plugging up gaps between departments from Day 1
*(12:18) How AI will change the App Landscape
*(16:03) Will users need to give up more data for AI?
*(19:17) Is Web going to go away anytime soon?
*(22:14) When to make a "Super App"
*(24:49) Trends Lior sees on the horizon
*(29:29) Rapid Fire Questions
Connect with Lior Gross on LinkedInConnect with Tom Butta on LinkedInCheck out the Airship WebsiteCheck out Caliente Interactive
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Links -
On this week’s episode of Masters of MAX, Tom speaks with Tessa Clarke, Co-Founder & CEO of Olio. Founded in 2015, Olio is a sharing app for local communities, making it easy to give away the things you don't need to someone else who would value them. Since inception, Olio has now grown to over 7M users, with nearly 100,000 volunteers and more than 28M local neighborhood pickups.
In the conversation, Tom is able to explore what inspired Tessa to start Olio in the first place, and the way it connects back to her early upbringing. Tessa also gives an inside look on how she and her early team built the first version of this product as simply a WhatsApp Group in order to test their idea.
You will hear just how fast Olio took off, where they are at now in 2023, and what Tessa has planned for the future. One of the biggest lessons to keep an ear out for is the impact that Olio’s community has had on growing a loyal user base and why this can sometimes be a double-edged sword. Hear Tessa give her advice on building your own community, and why it might not be for every brand.
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Guest Bio
Tessa is Co-Founder & CEO of Olio, an app tackling the climate crisis by solving the problem of waste in the home & local community. Olio does this by connecting people with their local community so they can give, get, buy, sell, lend and borrow pre-loved items, as well as give away surplus food. They also have over 85,000 volunteers who collect unsold food from local businesses and redistribute it to the community via the Olio app. Olio has grown to over 7 million users in 63 countries and its impact has been widely recognized, most notably by the United Nations who highlighted Olio as a "beacon” for the world, and by Vivatech who awarded Olio "Next European Unicorn.”
Prior to Olio, Tessa had a 15 year corporate career as a digital Managing Director in the media, retail and financial services sectors, and she met her co-founder Saasha whilst they were studying for their MBAs at Stanford University. Tessa is passionate about the sharing economy as a solution for a sustainable world, and about ‘profit with purpose’ as the next business paradigm.
Tessa was awarded the Veuve Clicquot Bold Woman Award for 2023, the longest running female business award.
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Guest Quote
"I think the single most important thing that you need to do if you want to foster community is to have a very clear ‘why,’ a very clear mission that will resonate with a community. Our mission at Olio is extremely clear. We want to live in a waste free world, and we believe in sharing, not shopping, and that's something that our community can really rally around." – Tessa Clarke
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Time Stamps
*(01:25) Tessa's background
*(11:35) What is Olio?
*(14:50) From WhatsApp to iOS App
*(17:21) How fast did Olio grow?
*(22:57) Tessa's plan for the future
*(25:39) How to foster community and sharing on your app
*(29:44) Changing humanity's North Star
*(33:20) Preventing burnout
*(35:19) Rapid Fire Questions
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Links
Connect with Tessa Clarke on LinkedInConnect with Tom Butta on LinkedInCheck out the Airship WebsiteShare More, Waste Less with Olio - Näytä enemmän
