As a part of the second version of our “Meet the Management” sequence, we’re excited to introduce Andee Olson, Chief Working Officer at Obsess. We requested Andee to share highlights from her skilled journey, what led her to Obsess, recommendation on impactful management, the function of gamification in commerce at the moment and her ideas on the way forward for engagement in digital experiences. Right here’s what she needed to say:
Q. You’ve had a formidable profession journey with roles at firms like Vogue and Bumble. Are you able to stroll us by means of that path and what in the end led you to Obsess?
AO: After I look again at my profession journey, I’m reminded of a marketing campaign we did at Bumble referred to as “One Connection.” The entire thought behind the marketing campaign was that it solely takes one individual to imagine in you, see your potential, or encourage you to take an opportunity. This has held true for each alternative I’ve had all through my profession.
A buddy really helpful me for an internship at Vogue, which in the end became a full-time function. I labored there for a few years and made connections that led me to each single job I’ve had since. I labored with individuals who later really helpful me for roles at Bumble and employed me at Code and Principle, and I really feel very lucky for that.
I additionally labored with our present founder and CEO, Neha Singh, at Vogue, the place she was main product on the time. I used to be working in a extra operational and technique function, given my engineering background, and he or she was the one who inspired me to discover product administration. I had by no means heard of product administration earlier than, however it turned out I used to be already working in that capability. I took correct coaching and product administration has been one thing I’ve utilized in each function since. After we each left Vogue, I instructed Neha to maintain me in thoughts if something fascinating got here up sooner or later, and I all the time mentioned I might comply with her wherever. And positive sufficient, she did! I’m so grateful that Neha was certainly one of my “one connections”—her encouragement introduced me many profession alternatives and in the end led me to the place I’m at the moment.
Q. For these beginning their careers and aspiring to management positions, what are some qualities or classes you discovered alongside the best way?
AO: I’ve had superb function fashions and mentors—individuals I look as much as and nonetheless go to with questions. So, I undoubtedly wish to give again what I’ve been given. Everybody has a distinct management model and what I’ve discovered works finest for me is supporting the staff, main with empathy and, in fact, generally a dose of robust love goes a good distance. I don’t ask of my staff something I wouldn’t do myself. I really feel so fortunate to handle such a hardworking group of individuals. They’re pushed, they’re artistic they usually all the time convey their finest to the desk, which makes my job so much simpler. I’m in a position to set increased expectations due to it. The way in which I see my function is to help them one of the best I can. Finally, their success is my success, which is the corporate’s success. I’m right here to be my staff’s cheerleader for all times—I would like to have the ability to help them even after Obsess. I nonetheless be in contact with so lots of my earlier coworkers.
For anybody aspiring to be a frontrunner, it’s a must to discover what works for you relating to management model. A variety of the time, a management model might give you the results you want, however it may not work for the individuals you’re managing—that is one thing I’ve discovered alongside the best way too. It’s about discovering that steadiness: begin with a basis and evolve primarily based in your staff’s wants. You already know, my dad has all the time been somebody I’ve gone to for recommendation and seemed as much as for management steering too. It was actually fascinating when, just a few years in the past, he got here to me asking for my recommendation on one thing—tables can flip! I all the time inform everybody on my staff that I’ll in all probability be working for them someday, and I imagine that wholeheartedly as a result of they’re all so good and pushed.
Q: On to your present function and the evolving digital panorama—now, greater than ever, we’re seeing the fusion of on-line commerce and gamification. Are you able to inform us extra in regards to the function Obsess is taking part in on this shift?
AO: Completely! I’m very enthusiastic about this mixture, largely as a result of it’s one thing I’ve talked about since my time at Vogue and my company days—the chance to combine commerce and content material. There are a number of methods to buy, and no shopper matches into only one class. In truth, most match into a number of classes. The 2 commonest are: “utility-driven,” the place a client is aware of precisely what they wish to purchase, and “exploratory,” the place buyers wish to search, be taught extra and get impressed. Content material helps you do precisely that.
Gamification is a continuation of this dialog. You’re including an engagement layer on high of every little thing, and also you’re making the exploration side enjoyable. On the finish of the day, buying needs to be enjoyable, proper? If you’re on the lookout for one thing, you wish to really feel impressed and also you additionally wish to benefit from the course of. And when you’re doing that, you’re participating with the model. The extra you perceive what the model is about, the extra recollections you’re making—and people recollections will stick to you! You may not buy at that actual second, however you’re more likely to buy sooner or later due to the connection you’ve made with the model.
After we take a look at our clients who’ve prioritized gamification of their digital experiences, the outcomes converse for themselves. Customers are spending extra time, clicking on extra components, returning extra typically and trying out with extra merchandise. Finally, it’s a must to cater to this exploratory viewers. If not, your model will miss out on an enormous alternative. It’s the pure extension of what’s been taking place for years—first with 2D content material, then with Obsess’ 3D content material, and now taking it one step additional with gamification.
Q. On the subject of gamification, over the previous 12 months, Obsess has designed and developed branded experiences for Roblox. With bodily commerce now a part of the platform’s roadmap, what’s your suggestion for manufacturers?
AO: I couldn’t advocate Roblox extra for manufacturers, particularly these seeking to goal youthful audiences. Whereas Roblox is called a gaming platform that appeals to younger youngsters, it’s more and more common with the 18-34 age group, which is what’s engaging manufacturers. In keeping with the newest numbers, Roblox has practically 90 million month-to-month energetic customers who’re spending over two and a half hours a day on common—greater than on social media platforms. So, this isn’t simply an unimaginable viewers when it comes to dimension, however it’s additionally a extremely engaged viewers.
So if I’m a model, I’m pondering: how do I attain this high-value viewers? A technique is to go to a platform the place that viewers already exists—and this viewers undoubtedly exists on Roblox. What’s so distinctive about Roblox is that you simply’re not solely reaching this huge viewers, however you can even utterly customise the expertise to make it actually distinctive to your model. This lets you educate customers about your model, showcase what it’s a must to provide and even incorporate your model’s core values—all by means of a enjoyable and fascinating expertise.
Now, with the lately introduced Shopify integration, manufacturers have the power to transform these customers into paying clients. If manufacturers aren’t listening to this but, they completely needs to be, as a result of many are—and also you don’t wish to be left behind with this viewers. I feel we’ll see loads of manufacturers reap the benefits of this partnership subsequent 12 months, particularly since some have already began making a splash within the house. What’s thrilling for us at Obsess is that we’re in a position to convey our learnings from digital shops and experiences into Roblox—find out how to create an expertise that aligns along with your model, educates and engages your customers, and in the end converts them into buyers.
Q: What are another use instances for 3D expertise do you see within the subsequent few years?
AO: There are a few issues that I’m enthusiastic about, one being B2B options. I bear in mind engaged on case research in faculty and fascinated about the realm of the B2B options, which have historically been very operational and process-driven. Not loads of expertise was going into that house. In my company job, I labored with loads of firms to assist with their B2B options. Now, after I give it some thought, there’s a lot 3D expertise can do for gross sales enablement, studying instruments and extra inside the B2B trade. After I take into consideration the potential, the work we might do to assist companies attain customers, enhance their processes and efficiencies and make what they achieve this way more scalable—and naturally, participating—is extremely thrilling.
One other space is actual property. As somebody who’s all the time keeping track of actual property—continually exploring properties I’d love to purchase, and as somebody who, when transferring into a brand new dwelling, creates old-school collages of furnishings in Google Slides—I’m thrilled in regards to the potential for immersive options on this trade. There are such a lot of completely different elements of actual property that would profit from 3D options, from constructing and concepting to execution at each business and residential ranges. Visualizing design, layouts, and supplies all in 3D might utterly rework the expertise. I imply, the probabilities listed here are infinite. From day one at Obsess, I’ve thought, these industries might actually use a shake-up. Now, I lastly really feel the expertise is in a spot the place we are able to actually provide one thing that’s each distinctive and helpful to them as companies.
Q: Lastly, the place do you see immersive expertise going within the subsequent 5 years?
AO: After I take into consideration how a lot has modified since I first began working at Obsess three and a half years in the past to now—it’s been unimaginable and so impactful. In 5 years? I can’t even think about, however there are some issues I feel we’ll begin to see extra of, and at scale.
First, immersive experiences which are customized for you. Right this moment, most experiences we create are pushed by what the model thinks try to be shopping for. What we’ll begin to see extra of are experiences pushed by what you, as a person or shopper, wish to purchase. We’ve been doing this in some passive methods, however there’s a lot room for evolution, and we’re actively engaged on it—loads of it powered by AI.
AI, in flip, is one other space that can start to drive this trade and expertise, making it extra environment friendly and efficient. I additionally don’t suppose this can essentially take 5 years; we’ll begin seeing this a lot sooner, however in 5 years, it can probably be taking place at a a lot bigger scale.
