As a part of the second version of our “Meet the Management” collection, 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 position of gamification in commerce right this 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 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 pal advisable me for an internship at Vogue, which in the end changed into a full-time position. 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 advisable 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 position, 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 position since. After we each left Vogue, I informed Neha to maintain me in thoughts if something fascinating got here up sooner or later, and I at all times mentioned I might comply with her anyplace. And certain sufficient, she did! I’m so grateful that Neha was considered one of my “one connections”—her encouragement introduced me many profession alternatives and in the end led me to the place I’m right this moment.
Q. For these beginning their careers and aspiring to management positions, what are some qualities or classes you discovered alongside the way in which?
AO: I’ve had wonderful position fashions and mentors—individuals I look as much as and nonetheless go to with questions. So, I undoubtedly need to give again what I’ve been given. Everybody has a special management type and what I’ve discovered works greatest for me is supporting the group, main with empathy and, in fact, generally a dose of powerful love goes a great distance. I don’t ask of my group something I wouldn’t do myself. I really feel so fortunate to handle such a hardworking group of individuals. They’re pushed, they’re inventive they usually at all times carry their greatest to the desk, which makes my job loads simpler. I’m capable of set increased expectations due to it. The best way I see my position 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 group’s cheerleader for all times—I need 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, you must discover what works for you relating to management type. A whole lot of the time, a management type 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 way in which too. It’s about discovering that steadiness: begin with a basis and evolve primarily based in your group’s wants. You understand, my dad has at all times been somebody I’ve gone to for recommendation and appeared as much as for management steering too. It was actually fascinating when, a number of years in the past, he got here to me asking for my recommendation on one thing—tables can flip! I at all times inform everybody on my group that I’ll in all probability be working for them someday, and I imagine that wholeheartedly as a result of they’re all so sensible and pushed.
Q: On to your present position 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 concerning the position Obsess is enjoying on this shift?
AO: Completely! I’m very enthusiastic about this mix, principally 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 suits into only one class. In reality, most match into a number of classes. The 2 commonest are: “utility-driven,” the place a consumer is aware of precisely what they need to purchase, and “exploratory,” the place customers need to search, study 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 facet enjoyable. On the finish of the day, procuring must be enjoyable, proper? If you’re on the lookout for one thing, you need to really feel impressed and also you additionally need to benefit from the course of. And whilst you’re doing that, you’re participating with the model. The extra you perceive what the model is about, the extra reminiscences you’re making—and people reminiscences will follow you! You may not buy at that actual second, however you’re prone 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 parts, returning extra usually and testing with extra merchandise. Finally, you must 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 advice 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 well-liked with the 18-34 age group, which is what’s attractive manufacturers. In keeping with the newest numbers, Roblox has almost 90 million month-to-month lively 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 unbelievable viewers when it comes to measurement, however it’s additionally a extremely engaged viewers.
So if I’m a model, I’m considering: 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 just’re not solely reaching this huge viewers, however you may also fully customise the expertise to make it actually distinctive to your model. This lets you educate shoppers about your model, showcase what you must supply and even incorporate your model’s core values—all by a enjoyable and interesting expertise.
Now, with the lately introduced Shopify integration, manufacturers have the flexibility to transform these customers into paying clients. If manufacturers aren’t being attentive to this but, they completely must be, as a result of many are—and also you don’t need to be left behind with this viewers. I believe 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 capable of carry our learnings from digital shops and experiences into Roblox— create an expertise that aligns together with your model, educates and engages your shoppers, and in the end converts them into customers.
Q: What are another use circumstances 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 with 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 throughout the B2B trade. After I take into consideration the potential, the work we might do to assist companies attain shoppers, 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 at all times maintaining a tally of actual property—consistently exploring properties I’d love to purchase, and as somebody who, when transferring into a brand new house, creates old-school collages of furnishings in Google Slides—I’m thrilled concerning the potential for immersive options on this trade. There are such a lot of completely different points of actual property that might profit from 3D options, from constructing and concepting to execution at each industrial and residential ranges. Visualizing design, layouts, and supplies all in 3D might fully rework the expertise. I imply, the probabilities listed below are countless. 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 will actually supply one thing that’s each distinctive and useful 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 unbelievable and so impactful. In 5 years? I can’t even think about, however there are some issues I believe we’ll begin to see extra of, and at scale.
First, immersive experiences which can be personalised for you. At the moment, most experiences we create are pushed by what the model thinks you need to be shopping for. What we’ll begin to see extra of are experiences pushed by what you, as a person or shopper, need 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 may essentially take 5 years; we’ll begin seeing this a lot sooner, however in 5 years, it should seemingly be taking place at a a lot bigger scale.
