{"data":{"prismic":{"allBlog_pages":{"edges":[{"node":{"heading":[{"type":"heading1","text":"Keep up with the latest news and expert opinion from us all at Great State","spans":[{"start":33,"end":47,"type":"strong"}]}],"seodescription":[{"type":"paragraph","text":"Keep up to date with our latest thinking and news from Great State and in the wider digital landscape","spans":[]}],"seotitle":[{"type":"paragraph","text":"Blog","spans":[]}]}}]},"allBlog_articles":{"edges":[{"node":{"article_type":"Opinion","title":[{"type":"heading1","text":"Why effortless experiences demand a whole lot of effort","spans":[{"start":15,"end":26,"type":"strong"},{"start":49,"end":55,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"An effortless digital experience might feel simple. But technically, it's a whole different story. In this latest Shifting States thought leadership, Ross explain why.","spans":[],"direction":"ltr"}],"seodescription":[{"type":"paragraph","text":"An effortless digital experience might feel simple. But technically, it's a whole different story. In this latest Shifting States thought leadership, Ross explain why.","spans":[],"direction":"ltr"}],"seotitle":[{"type":"paragraph","text":"Why effortless experiences demand a whole lot of effort","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Ross Gratton","job_title":"Head of Engineering","profile_picture":null},"published":"2026-01-09","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_QIvOtkhBO0z_Tech.png?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/4bdc9e97f0cadee97bab6413cd3d3e82/ea5de/aWEv_QIvOtkhBO0z_Tech.png","srcSet":"/static/4bdc9e97f0cadee97bab6413cd3d3e82/6b0e5/aWEv_QIvOtkhBO0z_Tech.png 200w,\n/static/4bdc9e97f0cadee97bab6413cd3d3e82/a489e/aWEv_QIvOtkhBO0z_Tech.png 400w,\n/static/4bdc9e97f0cadee97bab6413cd3d3e82/ea5de/aWEv_QIvOtkhBO0z_Tech.png 800w,\n/static/4bdc9e97f0cadee97bab6413cd3d3e82/b36f0/aWEv_QIvOtkhBO0z_Tech.png 1200w,\n/static/4bdc9e97f0cadee97bab6413cd3d3e82/cfd9e/aWEv_QIvOtkhBO0z_Tech.png 1600w,\n/static/4bdc9e97f0cadee97bab6413cd3d3e82/96abc/aWEv_QIvOtkhBO0z_Tech.png 1808w","srcWebp":"/static/4bdc9e97f0cadee97bab6413cd3d3e82/0c129/aWEv_QIvOtkhBO0z_Tech.webp","srcSetWebp":"/static/4bdc9e97f0cadee97bab6413cd3d3e82/0e93d/aWEv_QIvOtkhBO0z_Tech.webp 200w,\n/static/4bdc9e97f0cadee97bab6413cd3d3e82/2259f/aWEv_QIvOtkhBO0z_Tech.webp 400w,\n/static/4bdc9e97f0cadee97bab6413cd3d3e82/0c129/aWEv_QIvOtkhBO0z_Tech.webp 800w,\n/static/4bdc9e97f0cadee97bab6413cd3d3e82/45222/aWEv_QIvOtkhBO0z_Tech.webp 1200w,\n/static/4bdc9e97f0cadee97bab6413cd3d3e82/1f191/aWEv_QIvOtkhBO0z_Tech.webp 1600w,\n/static/4bdc9e97f0cadee97bab6413cd3d3e82/70720/aWEv_QIvOtkhBO0z_Tech.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"why-effortless-experiences-demand-a-whole-lot-of-effort"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"You talking to me? Personalisation in practice","spans":[{"start":4,"end":11,"type":"strong"},{"start":19,"end":34,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Build trust, relevance, and loyalty through meaningful personalisation. What to find out how your content can truly resonate with Gen Z? Click here.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Amy Matthews","job_title":"Senior Copywriter"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-QIvOtkhBO0u_ContentDesign.png?auto=format,compress"},"article_type":"Opinion","published":"2025-12-05","link":{"uid":"you-talking-to-me-personalisation-in-practice"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-QIvOtkhBO0u_ContentDesign.png?auto=format,compress"},"_meta":{"uid":"you-talking-to-me-personalisation-in-practice"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"How 'bad data' can reveal where your experience is falling short","spans":[{"start":4,"end":14,"type":"strong"},{"start":51,"end":64,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Effortless experiences aren't built on comfort metrics. They're built on insights that reveal effort; where people stall, back out, get confused, give up. Read on learn how to use bad data for good.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Adrian Bryers","job_title":"Lead Strategist"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0w_DataStrategy.png?auto=format,compress"},"article_type":"Opinion","published":"2025-12-17","link":{"uid":"how-bad-data-can-reveal-where-your-experience-is-falling-short"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0w_DataStrategy.png?auto=format,compress"},"_meta":{"uid":"how-bad-data-can-reveal-where-your-experience-is-falling-short"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Does 2026 mark the end of digital design trends?","spans":[{"start":19,"end":23,"type":"strong"},{"start":34,"end":47,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"If Gen Z wants effortlessness, and everyone else follows suit, what does that mean for design? The more-is-more” era is over and we're moving into one where quality beats quantity.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Matt Powell","job_title":"Creative Director"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0v_Creative.png?auto=format,compress"},"article_type":"Opinion","published":"2026-01-02","link":{"uid":"does-2026-mark-the-end-of-digital-design-trends"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0v_Creative.png?auto=format,compress"},"_meta":{"uid":"does-2026-mark-the-end-of-digital-design-trends"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Did anyone else blink and AI was everywhere? In the headlines, on your feed, baked into your tech even soon to come to the silver screen (see Tilly Norwood). Brands are rushing to implement it so that they don’t ‘fall behind’.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"If you’re a brand looking to not just reel in Gen Z, but keep them coming back for more. And are thinking about implementing some AI. I have some news for you.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Our research showed that Gen Z doesn’t want it - 33% would be put off by a brand that used it. They want effortlessness. To get in, do what they have to do. Then get out and get on with their lives away from a screen.","spans":[{"start":198,"end":202,"type":"em"}],"direction":"ltr"},{"type":"heading2","text":"Some brands are away ahead","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Let me tell you about a recent, incredibly effortless experience. Clue: it didn’t feature AI and would likely not benefit from AI. But what it does have is an incredible amount of technical engineering behind it.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"I take the train to work and often my patterns of going into the office are erratic which means doing a lot of travel planning on the fly. I have children and so after doing school drop off I park my car at home and purchase my train ticket while I walk to the station, through my phone, using only my thumb. My ticket is instantly available as a QR code on my phones’ native wallet, which I use to exit the station at the other end. There is almost zero friction in this process. (Although the one improvement I would make would be for the app to make a pre-emptive suggestion of my ticket requirement based on my purchase history  - doesn’t need AI).","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The engineering behind this simple, elegant and effortless experience is vast , let’s take stock:","spans":[],"direction":"ltr"},{"type":"list-item","text":"Mobile payments (finance and technology working in partnership, to send digital representations of my pounds and pence to a faceless, secure, computer system)","spans":[],"direction":"ltr"},{"type":"list-item","text":"Biometric authentication (the digitisation and leveraging of my literal physical being)","spans":[],"direction":"ltr"},{"type":"list-item","text":"Cloud based ticketing systems (data centres, server farms, developers, security guards)","spans":[],"direction":"ltr"},{"type":"list-item","text":"Ticket attendants mobile digital ticket scanning (wifi enabled hardware","spans":[],"direction":"ltr"},{"type":"list-item","text":"devices instantly scanning and assessing the validity of my ticket, often purchased minutes earlier)","spans":[],"direction":"ltr"},{"type":"list-item","text":"Train station digital access controls (physical internet connected barriers, instantly notified of my thumb based activities)","spans":[],"direction":"ltr"},{"type":"list-item","text":"My thumb, my physical touch, instantly spends my money, validates me for travel and gives the proverbial nod to a glass and steel barrier, 10 miles away….","spans":[],"direction":"ltr"},{"type":"paragraph","text":"It almost seems obscene that all this has to exist so I don’t have to use a ticket kiosk… and yet, Gen-Z have never lived in a world without this engineering, to Gen-Z this is as insignificant as the VHS tape to those of my decade. Our research tells us that Gen-Z expect this.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"But back to my train example. There are risks and no-gos in this example, and in many experiences like it, which could quickly turn this modern, effortless  into a sub-par experience.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Train reliability aside (Great Western Railway, I’m looking at you) , there’s a layer of digital annoyance that could have me lobbing my phone onto the tracks. I get stuck at the barriers because my QR code won’t work; the attendant scans my ticket and it’s invalid… I get a fine. How many of these little annoyances would it take to have me considering my options and driving to work?","spans":[],"direction":"ltr"},{"type":"heading2","text":"Our research says it straight","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Our latest phase of research into Gen Z’s digital preferences tells us that that NUMBER ONE driver for digital (and brand) loyalty is effortless. Without exception Gen-Z expect perfect, effortless, every-time, and if they don’t get it, they’ll find it somewhere else – 60% of Gen Z would abandon a brand forever after a bad digital experience.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Beautiful technical engineering has removed patience, empathy and generated a new era of brand loyalty! We have created a monster, and now we must feed it!","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Technology has become so ubiquitous and so successful that it has bread expectation and contempt, and this generation will let the world hear its ire, and the world will listen. And guess what? We all stand to benefit.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Brands, investing in the art of technical engineering is no longer a nice to have, it’s no longer about looking to the future, developing cool new features or unique experiences, it’s now survival in a new era of brand loyalty. When your experience breaks, so does Gen Z loyalty. Reduce friction. Make it easy. Make it quick. Make it intuitive. Then focus on features.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Gen Z don’t feel this way because they’re entitled, but because they’re burnt out, they’ve had enough, they realise that their world is built on this technology, but, that wasn’t their choice, it’s the world we made for them, and they’re tired of spending all their energy in it. They want in, and they want out, simple, effortless. So if you want their custom, that’s what they need.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Forget theory, what to do in practice","spans":[],"direction":"ltr"},{"type":"paragraph","text":"First, stop designing only for when everything goes right. Assume connections will drop. Payments will hang. People will be distracted, in a rush, and using one hand. Your experience should fail gracefully. No dead ends. No endless loading. Always a clear next step.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Second, remove friction where systems meet, not just where users tap. Most frustration doesn’t come from bad design — it comes from sign-ins failing, sessions expiring, links breaking, payments timing out, or data not syncing properly. These moments feel small, but stacked together they destroy trust.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Third, treat speed as part of the experience, not a technical detail. If something feels slow, it is broken in the mind of the user. Measure it. Protect it. Fight for it. People don’t wait — they leave.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Fourth, make sure you can see problems instantly. If users find issues before your team does, you’re already losing goodwill. Every broken experience should be visible, understood, and fixable quickly.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"And finally, automate the boring stuff. Updates, fixes, scaling, security, backups. The less humans have to manually intervene, the more consistent the experience becomes. Effortless for users only works when it’s relentlessly organised behind the scenes.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Here’s the truth: none of this is effortless for the business. It takes focus, discipline, and constant attention. But that’s the deal. You carry the weight so your users don’t feel it. That’s what modern loyalty is built on now — not flashy features, not AI for the sake of it — just experiences that never make people think twice.","spans":[],"direction":"ltr"},{"type":"heading3","text":"Want to talk tech with Ross? ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"He's all ears. Book in a call. ","spans":[{"start":15,"end":31,"type":"hyperlink","data":{"link_type":"Web","url":"https://outlook.office.com/bookwithme/user/7887eb013e16444eb54cf7090bb3392e%40greatstate.co?anonymous&ismsaljsauthenabled","target":"_blank"}}],"direction":"ltr"}]}}],"_meta":{"uid":"why-effortless-experiences-demand-a-whole-lot-of-effort"}}},{"node":{"article_type":"Opinion","title":[{"type":"heading1","text":"Does 2026 mark the end of digital design trends?","spans":[{"start":19,"end":23,"type":"strong"},{"start":34,"end":47,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"If Gen Z wants effortlessness, and everyone else follows suit, what does that mean for design? The more-is-more” era is over and we're moving into one where quality beats quantity.","spans":[],"direction":"ltr"}],"seodescription":[{"type":"paragraph","text":"If Gen Z wants effortlessness, and everyone else follows suit, what does that mean for design? The more-is-more” era is over and we're moving into one where quality beats quantity.","spans":[],"direction":"ltr"}],"seotitle":[{"type":"paragraph","text":"Does 2026 mark the end of digital design trends?","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Matt Powell","job_title":"Creative Director","profile_picture":null},"published":"2026-01-02","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0v_Creative.png?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/41be67773f7f6b1897a6e34da59c3f61/ea5de/aWEv-gIvOtkhBO0v_Creative.png","srcSet":"/static/41be67773f7f6b1897a6e34da59c3f61/6b0e5/aWEv-gIvOtkhBO0v_Creative.png 200w,\n/static/41be67773f7f6b1897a6e34da59c3f61/a489e/aWEv-gIvOtkhBO0v_Creative.png 400w,\n/static/41be67773f7f6b1897a6e34da59c3f61/ea5de/aWEv-gIvOtkhBO0v_Creative.png 800w,\n/static/41be67773f7f6b1897a6e34da59c3f61/b36f0/aWEv-gIvOtkhBO0v_Creative.png 1200w,\n/static/41be67773f7f6b1897a6e34da59c3f61/cfd9e/aWEv-gIvOtkhBO0v_Creative.png 1600w,\n/static/41be67773f7f6b1897a6e34da59c3f61/96abc/aWEv-gIvOtkhBO0v_Creative.png 1808w","srcWebp":"/static/41be67773f7f6b1897a6e34da59c3f61/0c129/aWEv-gIvOtkhBO0v_Creative.webp","srcSetWebp":"/static/41be67773f7f6b1897a6e34da59c3f61/0e93d/aWEv-gIvOtkhBO0v_Creative.webp 200w,\n/static/41be67773f7f6b1897a6e34da59c3f61/2259f/aWEv-gIvOtkhBO0v_Creative.webp 400w,\n/static/41be67773f7f6b1897a6e34da59c3f61/0c129/aWEv-gIvOtkhBO0v_Creative.webp 800w,\n/static/41be67773f7f6b1897a6e34da59c3f61/45222/aWEv-gIvOtkhBO0v_Creative.webp 1200w,\n/static/41be67773f7f6b1897a6e34da59c3f61/1f191/aWEv-gIvOtkhBO0v_Creative.webp 1600w,\n/static/41be67773f7f6b1897a6e34da59c3f61/70720/aWEv-gIvOtkhBO0v_Creative.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"does-2026-mark-the-end-of-digital-design-trends"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"How Gen Z is redefining digital experience for everyone","spans":[{"start":47,"end":55,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Our research has shown that in 2026, investing in and designing for effortless digital experiences isn't a feature. It's a success strategy. And it works for everyone, not just Gen Z. Find out why.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Daniel Vincent","job_title":"Strategist"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_AIvOtkhBO0y_StrategyEmailHeader.png?auto=format,compress"},"article_type":"Opinion","published":"2025-12-05","link":{"uid":"how-gen-z-is-redefining-digital-experience-for-everyone"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_AIvOtkhBO0y_StrategyEmailHeader.png?auto=format,compress"},"_meta":{"uid":"how-gen-z-is-redefining-digital-experience-for-everyone"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Why effortless experiences demand a whole lot of effort","spans":[{"start":15,"end":26,"type":"strong"},{"start":49,"end":55,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"An effortless digital experience might feel simple. But technically, it's a whole different story. In this latest Shifting States thought leadership, Ross explain why.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Ross Gratton","job_title":"Head of Engineering"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_QIvOtkhBO0z_Tech.png?auto=format,compress"},"article_type":"Opinion","published":"2026-01-09","link":{"uid":"why-effortless-experiences-demand-a-whole-lot-of-effort"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_QIvOtkhBO0z_Tech.png?auto=format,compress"},"_meta":{"uid":"why-effortless-experiences-demand-a-whole-lot-of-effort"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"You talking to me? Personalisation in practice","spans":[{"start":4,"end":11,"type":"strong"},{"start":19,"end":34,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Build trust, relevance, and loyalty through meaningful personalisation. What to find out how your content can truly resonate with Gen Z? Click here.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Amy Matthews","job_title":"Senior Copywriter"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-QIvOtkhBO0u_ContentDesign.png?auto=format,compress"},"article_type":"Opinion","published":"2025-12-05","link":{"uid":"you-talking-to-me-personalisation-in-practice"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-QIvOtkhBO0u_ContentDesign.png?auto=format,compress"},"_meta":{"uid":"you-talking-to-me-personalisation-in-practice"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Who doesn’t love a design trend report? Every December thought leaders release their predictions for the year ahead in digital design. I’ve kept a few from the last years, and flicking through them is a great reminder of how quickly things change.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"2024’s lists were full of retro pixel art, bubbly fonts and experimental typography, and countless nods to maximalism. That “more-is-more” approach came from an era when being glued to your screen was perfectly fine and brands were fighting for every possible eyeball. The goal was simple: hold attention for as long as humanly possible, whether on websites or social platforms.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"But as Shifting States so neatly puts it, times have changed. ‘Focused attention’ has become ‘doomscrolling’, and the fact that only 14% of Gen Z feel comfortable with their screen time says it all.","spans":[{"start":7,"end":22,"type":"em"},{"start":133,"end":185,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"We’re moving into an era where quality beats quantity. Just as crafted, thoughtful advertising like British Airways’ new “Reflections” campaign stands out in a sea of AI-generated slop, so too should the quality of customer experience design rise above the noise.","spans":[{"start":31,"end":54,"type":"em"},{"start":100,"end":143,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.great-state.co.uk/dx2026-creative-long-read/clkn/https/www.creativereview.co.uk/british-airways-reflections-uncommon-advertising/","target":"_new"}}],"direction":"ltr"},{"type":"heading2","text":"What defines quality in 2026?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The Shifting States finding is clear: Effortlessness. Brands helping people find what they want, achieve what they need to, and letting them go back to real life. Brands that save time build loyalty; brands that waste time burn it.","spans":[{"start":38,"end":52,"type":"strong"},{"start":54,"end":162,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"And that’s why 2024’s digital design trends need to be dropped immediately. All those maximalist features take digital in the wrong direction. We need design that delivers effortlessness above everything.","spans":[{"start":172,"end":186,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"Think structured grids, retro serif typefaces, transitional animations and hand-drawn illustrations. Years of practice have shown that these elements work: grids organise information, serifs improve readability, animation adds seamlessness, and illustration can be a powerful way to help people understand.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Effortless design is sustainable design","spans":[],"direction":"ltr"},{"type":"paragraph","text":"This isn’t advocating nostalgia. It’s effortlessness by design.\nI expect the design trends of 2026 to embrace visible grids, reduced colour palettes (think Co-op or Monzo, with half their customers under 35), and new variations on classic fonts.","spans":[{"start":38,"end":64,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"But effortlessness goes deeper than UI design. It reaches into the heart of how digital brands express themselves.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Some of the most powerful branding in the world distils the brand truth into a single word: Hilton = hospitality, Apple = creativity, M&S = trust. Effortlessness, to me, is a new magical ingredient – a secret sauce you can mix with any brand truth to open up creative possibilities:","spans":[],"direction":"ltr"},{"type":"list-item","text":"Confident + effortless","spans":[],"direction":"ltr"},{"type":"list-item","text":"Cheerful + effortless","spans":[],"direction":"ltr"},{"type":"list-item","text":"Futuristic + effortless","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Each of these combinations is an intriguing creative brief.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Effortlessness doesn’t mean abandoning your principles or suddenly going full zen. It simply means adding one extra question to every conversation: What makes it simple? (It’s also the fourth of the 15 questions Jony Ive asks about every product).","spans":[{"start":148,"end":169,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"I saw a tweet recently that said, “Why does there always have to be a username and a password? Why not just a password?” There’s probably a valid technical reason for it, but that kind of questioning is what matters most. It’s how effortlessness is born: by challenging conventions that no one ever thought to revisit, and pioneering alternatives that matter most to your audience.","spans":[{"start":35,"end":120,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"It also tackles a universal frustration: interruptions. Around half of people cite interruptions as dealbreakers with brands online. Across generations, frustration with poor design is universal. So let’s double down on creativity that solves those problems.","spans":[{"start":62,"end":124,"type":"strong"},{"start":125,"end":131,"type":"strong"}],"direction":"ltr"},{"type":"heading2","text":"Friction = bad. Intentional friction = good. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Once you’ve mastered effortlessness, you can start thinking about something more nuanced: intentional friction.","spans":[{"start":90,"end":111,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"It’s not a topic Shifting States touches on, but it’s only a matter of time before it becomes one. Ask yourself: where in your customer journey is it right to make people pause? Where does a pause benefit them? Prompts like “Are you comfortable sharing this information?” ,“Do you want to save your credit card details?”, or “Auto-play on or off?” are good examples.","spans":[{"start":17,"end":32,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"An extra click or a short pause isn’t always bad. It’s only bad when it’s pointless – only when it doesn’t benefit the user. I talk about this idea on Adrian Swinscoe’s Punk CX podcast – Think You Know Gen Z? Think Again – so jump into that if it resonates.","spans":[{"start":169,"end":176,"type":"em"},{"start":187,"end":220,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.great-state.co.uk/dx2026-creative-long-read/clkn/https/www.adrianswinscoe.com/2025/09/think-you-know-gen-z-think-again-interview-with-matt-powell-of-great-state/","target":"_new"}}],"direction":"ltr"},{"type":"paragraph","text":"By weaving in moments of friction where they matter, we can make life easier – and safer – for users overall. It’s about giving people more time and more trust in your customer journey.","spans":[{"start":145,"end":148,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"So, to the design trend writers of 2026, a plea:\nGo simple. Go minimal. Go effortless.","spans":[{"start":0,"end":48,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Because the demand for effortlessness isn’t just a trend – it’s the new standard.","spans":[],"direction":"ltr"},{"type":"heading3","text":"Want to deep dive on digital design?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Matt's ready to go. We'll help you arrange a call.","spans":[{"start":35,"end":50,"type":"hyperlink","data":{"link_type":"Web","url":"https://outlook.office.com/bookwithme/user/7887eb013e16444eb54cf7090bb3392e%40greatstate.co?anonymous&ismsaljsauthenabled","target":"_blank"}}],"direction":"ltr"},{"type":"paragraph","text":"","spans":[],"direction":"ltr"}]}}],"_meta":{"uid":"does-2026-mark-the-end-of-digital-design-trends"}}},{"node":{"article_type":"Opinion","title":[{"type":"heading1","text":"Why the 'old web' is starting to crease at the edges","spans":[{"start":8,"end":17,"type":"strong"},{"start":33,"end":39,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"The traditional website journey beginning to look like hard work in a world where AI tools can simply give you the answer. So what does this mean for your digital experience? Andy knows.","spans":[],"direction":"ltr"}],"seodescription":[{"type":"paragraph","text":"The traditional website journey beginning to look like hard work in a world where AI tools can simply give you the answer. So what does this mean for your digital experience? Andy knows.","spans":[],"direction":"ltr"}],"seotitle":[{"type":"paragraph","text":"Why the 'old web' is starting to crease at the edges","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Andy Ingle","job_title":"Head of UX","profile_picture":null},"published":"2025-12-19","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_gIvOtkhBO00_UX.png?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/77f741ac3df27111a3088de68875b4c1/ea5de/aWEv_gIvOtkhBO00_UX.png","srcSet":"/static/77f741ac3df27111a3088de68875b4c1/6b0e5/aWEv_gIvOtkhBO00_UX.png 200w,\n/static/77f741ac3df27111a3088de68875b4c1/a489e/aWEv_gIvOtkhBO00_UX.png 400w,\n/static/77f741ac3df27111a3088de68875b4c1/ea5de/aWEv_gIvOtkhBO00_UX.png 800w,\n/static/77f741ac3df27111a3088de68875b4c1/b36f0/aWEv_gIvOtkhBO00_UX.png 1200w,\n/static/77f741ac3df27111a3088de68875b4c1/cfd9e/aWEv_gIvOtkhBO00_UX.png 1600w,\n/static/77f741ac3df27111a3088de68875b4c1/96abc/aWEv_gIvOtkhBO00_UX.png 1808w","srcWebp":"/static/77f741ac3df27111a3088de68875b4c1/0c129/aWEv_gIvOtkhBO00_UX.webp","srcSetWebp":"/static/77f741ac3df27111a3088de68875b4c1/0e93d/aWEv_gIvOtkhBO00_UX.webp 200w,\n/static/77f741ac3df27111a3088de68875b4c1/2259f/aWEv_gIvOtkhBO00_UX.webp 400w,\n/static/77f741ac3df27111a3088de68875b4c1/0c129/aWEv_gIvOtkhBO00_UX.webp 800w,\n/static/77f741ac3df27111a3088de68875b4c1/45222/aWEv_gIvOtkhBO00_UX.webp 1200w,\n/static/77f741ac3df27111a3088de68875b4c1/1f191/aWEv_gIvOtkhBO00_UX.webp 1600w,\n/static/77f741ac3df27111a3088de68875b4c1/70720/aWEv_gIvOtkhBO00_UX.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"why-the-old-web-is-starting-to-crease-at-the-edges"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"How Gen Z is redefining digital experience for everyone","spans":[{"start":47,"end":55,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Our research has shown that in 2026, investing in and designing for effortless digital experiences isn't a feature. It's a success strategy. And it works for everyone, not just Gen Z. Find out why.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Daniel Vincent","job_title":"Strategist"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_AIvOtkhBO0y_StrategyEmailHeader.png?auto=format,compress"},"article_type":"Opinion","published":"2025-12-05","link":{"uid":"how-gen-z-is-redefining-digital-experience-for-everyone"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_AIvOtkhBO0y_StrategyEmailHeader.png?auto=format,compress"},"_meta":{"uid":"how-gen-z-is-redefining-digital-experience-for-everyone"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Does 2026 mark the end of digital design trends?","spans":[{"start":19,"end":23,"type":"strong"},{"start":34,"end":47,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"If Gen Z wants effortlessness, and everyone else follows suit, what does that mean for design? The more-is-more” era is over and we're moving into one where quality beats quantity.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Matt Powell","job_title":"Creative Director"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0v_Creative.png?auto=format,compress"},"article_type":"Opinion","published":"2026-01-02","link":{"uid":"does-2026-mark-the-end-of-digital-design-trends"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0v_Creative.png?auto=format,compress"},"_meta":{"uid":"does-2026-mark-the-end-of-digital-design-trends"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Does 2026 mark the end of digital design trends?","spans":[{"start":19,"end":23,"type":"strong"},{"start":34,"end":47,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"If Gen Z wants effortlessness, and everyone else follows suit, what does that mean for design? The more-is-more” era is over and we're moving into one where quality beats quantity.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Matt Powell","job_title":"Creative Director"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0v_Creative.png?auto=format,compress"},"article_type":"Opinion","published":"2026-01-02","link":{"uid":"does-2026-mark-the-end-of-digital-design-trends"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0v_Creative.png?auto=format,compress"},"_meta":{"uid":"does-2026-mark-the-end-of-digital-design-trends"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Let’s be honest: the traditional website journey is starting to feel a bit tired. Clicking around, navigating back and forth, scanning long pages, and piecing together an answer… it’s all beginning to look like hard work in a world where AI tools can simply give you the answer.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The benchmark has changed. People now expect digital experiences to work around them, not the other way around. They’re not being awkward; they’ve just tasted something better.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"This shift is pretty clear when you look at user attitudes. That brings us neatly to the research.","spans":[],"direction":"ltr"},{"type":"heading2","text":"What our research shows","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Our Shifting States research surfaced some very clear user priorities:","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Easy to find? High priority. Personalisation? Low priority.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"But - and here’s the twist - what if personalisation is actually how things become easy to find? What if the simplest way to help someone… is simply to stop making them look? That’s where expectations are heading. And AI is accelerating that direction of travel at full speed.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"AI Isn’t Just a Tool - It’s Redefining the Experience. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The new mental model is pretty simple:","spans":[],"direction":"ltr"},{"type":"paragraph","text":"You tell it what you want. It understands you. It presents the right answer. In a format that makes sense. And you move on with your life.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"That’s it. No guessing. No hunting. No “click, back, click again”.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Once people get used to that level of fluency, static content pages start to feel like a throwback. Steve Krug summed it up perfectly in Don’t Make Me Think: “If something requires a large investment of time - or looks like it will - it’s less likely to be used.”","spans":[],"direction":"ltr"},{"type":"paragraph","text":"And scrolling around hoping you’ve found the right page? It looks like effort. Users aren’t rejecting navigation because they dislike menus; they’re rejecting anything that feels like it’s slowing them down.","spans":[],"direction":"ltr"},{"type":"heading2","text":"We're moving from pages to experiences","spans":[],"direction":"ltr"},{"type":"paragraph","text":"This doesn’t mean we turn every website into a talking chatbot. No one needs more of those. But it does mean we need to rethink how information is delivered. People want digital experiences that adapt to them - not flat pages that expect them to adapt to you.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Here are some practical ways that plays out:","spans":[],"direction":"ltr"},{"type":"list-item","text":"Give users a simple way to tell you what they’re looking for - a couple of taps, a short choice, a bit of context - then return structured, relevant content.","spans":[],"direction":"ltr"},{"type":"list-item","text":"Use local data to personalise automatically - if you know where they are, show them what's near them without making them dig.","spans":[],"direction":"ltr"},{"type":"list-item","text":"Help users continue where they left off - browsing history, favourites, saved items, recently viewed sections.","spans":[],"direction":"ltr"},{"type":"list-item","text":"Adopt a friendlier, warmer tone - people are getting used to conversational responses, not corporate instruction manuals.","spans":[],"direction":"ltr"},{"type":"list-item","text":"Break content into modular, digestible pieces instead of giant “scroll-and-pray” pages.","spans":[],"direction":"ltr"},{"type":"list-item","text":"Be intentional about where conversational interfaces sit - what they handle, how they differ from search, and when they should step in.","spans":[],"direction":"ltr"},{"type":"list-item","text":"Add interactive elements - personalised videos, dynamic summaries, micro-tools that respond to input. Static pages are becoming the least effective way to deliver value.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"None of this is complicated in concept, but it changes the way we build.","spans":[],"direction":"ltr"},{"type":"heading2","text":"The simple truth: simple experiences take serious work","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The more natural and intuitive an experience feels, the harder the thinking behind it usually is. Personalisation, decisioning, modular content, adaptive logic - they all demand more than just “let’s put some copy on a page”.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"But this isn’t new. Don Norman said back in 1988:","spans":[],"direction":"ltr"},{"type":"paragraph","text":"“Good design is actually a lot harder to notice than poor design, in part because good designs fit our needs so well that the design is invisible.”","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The goal isn’t flashiness.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The goal is to remove the mental load.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"In other words: when the design gets out of the way, the experience shines.","spans":[],"direction":"ltr"},{"type":"heading2","text":"So how do you build for this new reality?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"1. Identify the friction points","spans":[{"start":0,"end":31,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"This is where we stop pretending everything is fine and look at the raw truth. Try asking:","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Where are users consistently getting stuck? Which tasks take too many steps? What information do people constantly miss or misunderstand? Do we rely on internal language instead of user language? Are we assuming users want to read long content? Are our pages designed around what we want to say or what they want to do? Where might personalisation reduce steps or decisions?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Friction is almost always hiding in plain sight.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"2. Imagine a different experience","spans":[{"start":0,"end":33,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Once you’ve spotted the gaps, you can start imagining alternatives.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Ask yourself:","spans":[],"direction":"ltr"},{"type":"paragraph","text":"What would an 11 out of 10 experience feel like for our users? How could we remove steps, not add more? How could AI or adaptive design help users faster? What would our experience look like if it worked more like the tools people now use every day? How much better could conversion, satisfaction, or retention be with a smoother journey?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"This is where creativity and technology start collaborating instead of competing.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"3. Prototype - properly","spans":[{"start":0,"end":23,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Wireframes alone won’t cut it here.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"You need prototypes that show the logic, the personalisation, the branching, the dynamic behaviour. Many of the best prototypes now require real code or at least a technical partner to get them working enough to test.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Do this early. Do it roughly. But do it realistically.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"And then test. Watch what confuses people. Watch what delights them. Let them break things. The insights will hurt a bit, but the results will improve a lot.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"4. Build, release, measure, refine","spans":[{"start":0,"end":34,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Launch. Measure. Learn. Fix. Improve. Repeat forever.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"User expectations will keep shifting, and your experience needs to keep up. The goal isn’t perfection - it’s momentum.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Why this matters (right now)","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Your users aren’t comparing you to your competitors anymore. They’re comparing you to AI tools that give them answers in seconds.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"That’s the standard. That’s the context. That’s the gap you’re closing.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"When your digital experience feels adaptive, human and responsive, it earns trust. When it feels static, rigid or outdated, it loses people quickly — even if your content is great.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"This shift isn’t about trends. It’s about behaviour. And behaviour always wins.","spans":[],"direction":"ltr"},{"type":"heading2","text":"A final thought","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Your users aren’t comparing you to your competitors anymore. They’re comparing you to AI tools that give them answers in seconds.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"That’s the standard. That’s the context. That’s the gap you’re closing.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"When your digital experience feels adaptive, human and responsive, it earns trust. When it feels static, rigid or outdated, it loses people quickly — even if your content is great.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"This shift isn’t about trends. It’s about behaviour. And behaviour always wins","spans":[],"direction":"ltr"},{"type":"heading3","text":"Ready to invest in effortlessness?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"We'll get you chatting to Andy all about UX. ","spans":[{"start":14,"end":30,"type":"hyperlink","data":{"link_type":"Web","url":"https://outlook.office.com/bookwithme/user/7887eb013e16444eb54cf7090bb3392e%40greatstate.co?anonymous&ismsaljsauthenabled","target":"_blank"}}],"direction":"ltr"}]}}],"_meta":{"uid":"why-the-old-web-is-starting-to-crease-at-the-edges"}}},{"node":{"article_type":"Opinion","title":[{"type":"heading1","text":"How 'bad data' can reveal where your experience is falling short","spans":[{"start":4,"end":14,"type":"strong"},{"start":51,"end":64,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Effortless experiences aren't built on comfort metrics. They're built on insights that reveal effort; where people stall, back out, get confused, give up. Read on learn how to use bad data for good.","spans":[],"direction":"ltr"}],"seodescription":[{"type":"paragraph","text":"Effortless experiences aren't built on comfort metrics. They're built on insights that reveal effort; where people stall, back out, get confused, give up. Read on learn how to use bad data for good.","spans":[],"direction":"ltr"}],"seotitle":[{"type":"paragraph","text":"How 'bad data' can reveal where your experience is falling short","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Adrian Bryers","job_title":"Lead Strategist","profile_picture":null},"published":"2025-12-17","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0w_DataStrategy.png?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/564ac22bca7e205b443ecfa88d0dfd9a/ea5de/aWEv-gIvOtkhBO0w_DataStrategy.png","srcSet":"/static/564ac22bca7e205b443ecfa88d0dfd9a/6b0e5/aWEv-gIvOtkhBO0w_DataStrategy.png 200w,\n/static/564ac22bca7e205b443ecfa88d0dfd9a/a489e/aWEv-gIvOtkhBO0w_DataStrategy.png 400w,\n/static/564ac22bca7e205b443ecfa88d0dfd9a/ea5de/aWEv-gIvOtkhBO0w_DataStrategy.png 800w,\n/static/564ac22bca7e205b443ecfa88d0dfd9a/b36f0/aWEv-gIvOtkhBO0w_DataStrategy.png 1200w,\n/static/564ac22bca7e205b443ecfa88d0dfd9a/cfd9e/aWEv-gIvOtkhBO0w_DataStrategy.png 1600w,\n/static/564ac22bca7e205b443ecfa88d0dfd9a/96abc/aWEv-gIvOtkhBO0w_DataStrategy.png 1808w","srcWebp":"/static/564ac22bca7e205b443ecfa88d0dfd9a/0c129/aWEv-gIvOtkhBO0w_DataStrategy.webp","srcSetWebp":"/static/564ac22bca7e205b443ecfa88d0dfd9a/0e93d/aWEv-gIvOtkhBO0w_DataStrategy.webp 200w,\n/static/564ac22bca7e205b443ecfa88d0dfd9a/2259f/aWEv-gIvOtkhBO0w_DataStrategy.webp 400w,\n/static/564ac22bca7e205b443ecfa88d0dfd9a/0c129/aWEv-gIvOtkhBO0w_DataStrategy.webp 800w,\n/static/564ac22bca7e205b443ecfa88d0dfd9a/45222/aWEv-gIvOtkhBO0w_DataStrategy.webp 1200w,\n/static/564ac22bca7e205b443ecfa88d0dfd9a/1f191/aWEv-gIvOtkhBO0w_DataStrategy.webp 1600w,\n/static/564ac22bca7e205b443ecfa88d0dfd9a/70720/aWEv-gIvOtkhBO0w_DataStrategy.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"how-bad-data-can-reveal-where-your-experience-is-falling-short"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Why the 'old web' is starting to crease at the edges","spans":[{"start":8,"end":17,"type":"strong"},{"start":33,"end":39,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"The traditional website journey beginning to look like hard work in a world where AI tools can simply give you the answer. So what does this mean for your digital experience? Andy knows.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Andy Ingle","job_title":"Head of UX"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_gIvOtkhBO00_UX.png?auto=format,compress"},"article_type":"Opinion","published":"2025-12-19","link":{"uid":"why-the-old-web-is-starting-to-crease-at-the-edges"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_gIvOtkhBO00_UX.png?auto=format,compress"},"_meta":{"uid":"why-the-old-web-is-starting-to-crease-at-the-edges"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"How Gen Z is redefining digital experience for everyone","spans":[{"start":47,"end":55,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Our research has shown that in 2026, investing in and designing for effortless digital experiences isn't a feature. It's a success strategy. And it works for everyone, not just Gen Z. Find out why.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Daniel Vincent","job_title":"Strategist"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_AIvOtkhBO0y_StrategyEmailHeader.png?auto=format,compress"},"article_type":"Opinion","published":"2025-12-05","link":{"uid":"how-gen-z-is-redefining-digital-experience-for-everyone"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_AIvOtkhBO0y_StrategyEmailHeader.png?auto=format,compress"},"_meta":{"uid":"how-gen-z-is-redefining-digital-experience-for-everyone"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Does 2026 mark the end of digital design trends?","spans":[{"start":19,"end":23,"type":"strong"},{"start":34,"end":47,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"If Gen Z wants effortlessness, and everyone else follows suit, what does that mean for design? The more-is-more” era is over and we're moving into one where quality beats quantity.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Matt Powell","job_title":"Creative Director"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0v_Creative.png?auto=format,compress"},"article_type":"Opinion","published":"2026-01-02","link":{"uid":"does-2026-mark-the-end-of-digital-design-trends"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0v_Creative.png?auto=format,compress"},"_meta":{"uid":"does-2026-mark-the-end-of-digital-design-trends"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Ninety per cent of 18–70-year-olds tell us that when price and quality are equal,  effortlessness often becomes the deciding factor at the crucial conversion stage.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"As a data practitioner, it is tempting to assume that designing effortless experiences is the job of UX and design teams. They are instrumental, of course. But data teams are just as critical. We are constantly asked to surface actionable insights - and when the task is “help us understand what makes this journey effortless”, it can be hard to know where to start.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The answer is counter-intuitive: you get there faster by embracing your “bad” data.","spans":[],"direction":"ltr"},{"type":"heading2","text":"What do we mean by bad data? ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Let’s clear one thing up straight away. Bad data does not mean incomplete datasets, inconsistent values, or messy, duplicate-filled sources. Data quality still matters.","spans":[{"start":54,"end":57,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"I’m talking about the metrics that give you bad vibes: the numbers that highlight friction, failure and frustration. These are the KPIs people like to bury in appendix slides: crashes, exits, drop-offs, abandonments, complaints.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"They are uncomfortable because they appear to tell you what’s sinking, not what’s winning. But if your goal is effortlessness, this is exactly where the richest clues live. Before we get into which badness to embrace, we need to talk about why your “good” data is not enough on it’s own.","spans":[],"direction":"ltr"},{"type":"heading2","text":"The limits of good data","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Most digital reporting leans heavily on a familiar set of comfort metrics:","spans":[],"direction":"ltr"},{"type":"list-item","text":"Time on site or in app","spans":[],"direction":"ltr"},{"type":"list-item","text":"Click-through rates","spans":[],"direction":"ltr"},{"type":"list-item","text":"Number of interactions","spans":[],"direction":"ltr"},{"type":"list-item","text":"Page or screen views","spans":[],"direction":"ltr"},{"type":"paragraph","text":"These are useful for tracking performance trends. They can tell you whether a campaign drove more traffic, whether a UI change increased interaction, or whether content is “engaging”. They are, to put it bluntly, the fluffy slippers of analytics: well-worn, familiar and safe.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"But they are poorly aligned to an era of digital minimalism, which is one of the big themes emerging from Shifting States. The best experiences are no longer the ones that maximise engagement; they are the ones that give people their time back.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"If users want to “get in, get what they need, and get out”, then session durations shrinking and interactions declining can actually be a sign of success. If you are only staring at engagement metrics, you will experience this as a plateau - or a problem - rather than as a signal that users are achieving their goals faster.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"In short: comfort metrics tell you how much activity happened. They do not tell you how much effort was involved.","spans":[{"start":93,"end":99,"type":"em"}],"direction":"ltr"},{"type":"heading2","text":"The power of 'bad data'","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Bad data, by contrast, is anything that traditionally indicates something is not working for customers. It highlights friction: crashes, exits, abandonments, complaints, dead-end interactions.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"These are not fun to report. They can often trigger defensive conversations. But when you reframe them, they become the most valuable inputs into designing effortless journeys.","spans":[],"direction":"ltr"}]}},{"__typename":"PRISMIC_Blog_articleBodyContent_width_image","type":"content_width_image","primary":{"caption":null,"content_width_image":{"dimensions":{"width":2385,"height":1291},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEd1QIvOtkhBOrJ_baddatatable1.png?auto=format,compress"},"content_width_imageSharp":{"childImageSharp":{"fluid":{"aspectRatio":1.847405112316034,"src":"/static/b64c0e4394c92656f669832257ed0399/ac2a7/aWEd1QIvOtkhBOrJ_baddatatable1.png","srcSet":"/static/b64c0e4394c92656f669832257ed0399/2f903/aWEd1QIvOtkhBOrJ_baddatatable1.png 320w,\n/static/b64c0e4394c92656f669832257ed0399/96d29/aWEd1QIvOtkhBOrJ_baddatatable1.png 640w,\n/static/b64c0e4394c92656f669832257ed0399/ac2a7/aWEd1QIvOtkhBOrJ_baddatatable1.png 1280w,\n/static/b64c0e4394c92656f669832257ed0399/a3403/aWEd1QIvOtkhBOrJ_baddatatable1.png 1920w,\n/static/b64c0e4394c92656f669832257ed0399/4c8ff/aWEd1QIvOtkhBOrJ_baddatatable1.png 2385w","srcWebp":"/static/b64c0e4394c92656f669832257ed0399/80f20/aWEd1QIvOtkhBOrJ_baddatatable1.webp","srcSetWebp":"/static/b64c0e4394c92656f669832257ed0399/c172f/aWEd1QIvOtkhBOrJ_baddatatable1.webp 320w,\n/static/b64c0e4394c92656f669832257ed0399/c03cf/aWEd1QIvOtkhBOrJ_baddatatable1.webp 640w,\n/static/b64c0e4394c92656f669832257ed0399/80f20/aWEd1QIvOtkhBOrJ_baddatatable1.webp 1280w,\n/static/b64c0e4394c92656f669832257ed0399/14e3c/aWEd1QIvOtkhBOrJ_baddatatable1.webp 1920w,\n/static/b64c0e4394c92656f669832257ed0399/26fe9/aWEd1QIvOtkhBOrJ_baddatatable1.webp 2385w","sizes":"(max-width: 1280px) 100vw, 1280px","presentationWidth":1280}}}}},{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"So what are we saying. In short, if good data is your comfortable pair of slippers, your bad data is that fancier, more demanding pair of shoes. You will not wear them every day - but when you do, they help you step forward with purpose.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Context is everything","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Of course, no metric good or bad means much without context. Any decent data practitioner already knows this, but it is particularly important when working with friction metrics.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Take a classic bad metric: basket or cart abandonment. On the surface, a rising abandonment rate looks like failure. But what if your digital experience is actually nudging people into a more complex omnichannel journey?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Perhaps customers start a purchase online, then go in-store to see the product in person, and complete the sale there. If you only look at online abandonment, you will assume your journey is broken. If you combine that with third-party shopper panels or in-store data, you may discover that your digital experience is a powerful research tool driving high-value offline sales.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"When you report bad data, you must therefore ask:","spans":[],"direction":"ltr"},{"type":"list-item","text":"What might this behaviour lead to next?","spans":[],"direction":"ltr"},{"type":"list-item","text":"Where else might the value be realised (another device, another channel, offline)?","spans":[],"direction":"ltr"},{"type":"list-item","text":"What other datasets - first-party or third-party - could complete the story?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Bad data without context is misleading. Bad data with context is a blueprint.","spans":[],"direction":"ltr"},{"type":"heading2","text":"How to work with bad data","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Bad data, by contrast, is anything that traditionally indicates something is not working for customers. It highlights friction: crashes, exits, abandonments, complaints, dead-end interactions.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"These are not fun to report. They can often trigger defensive conversations. But when you reframe them, they become the most valuable inputs into designing effortless journeys.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Prioritise the metrics that expose friction\nActively seek out the numbers that show pain – crashes, complaints, exits, abandonment, dead ends. That is where effort lives.","spans":[{"start":0,"end":43,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Bad data doesn’t mean dirty data\nCleansing, deduplication and quality checks still matter. You cannot design effortless experiences on unreliable inputs.","spans":[{"start":0,"end":32,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Strip out ego stats\nVanity metrics cloud judgement. They often reward noise, not value. Remove them from the headline view when the question on the table is effortlessness.","spans":[{"start":0,"end":19,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Always report friction contextually","spans":[{"start":0,"end":35,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Pair bad metrics with:","spans":[],"direction":"ltr"},{"type":"list-item","text":"The key action the user was trying to take","spans":[],"direction":"ltr"},{"type":"list-item","text":"The next step in their journey (if known)","spans":[],"direction":"ltr"},{"type":"list-item","text":"The customer segment or lifetime stage (new vs seasoned users)","spans":[],"direction":"ltr"},{"type":"paragraph","text":"This turns raw negativity into nuanced insight.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Hold the line on friction","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Effortless digital experiences are not built on comfort metrics. They are built on the insights that reveal effort: where people stall, where they back out, where they get confused, where they simply give up. Stakeholders naturally gravitate towards big green numbers. Part of our job is to show why addressing the skeletons in the closet will have a disproportionate impact on loyalty and conversion.","spans":[{"start":108,"end":114,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"If effortlessness is becoming the deciding factor in brand choice, then bad data is no longer something to hide in the appendix. It is the most important data you have.","spans":[],"direction":"ltr"},{"type":"heading3","text":"Want to use your bad data for good?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Get chatting with Adrian. ","spans":[{"start":0,"end":12,"type":"hyperlink","data":{"link_type":"Web","url":"https://outlook.office.com/bookwithme/user/7887eb013e16444eb54cf7090bb3392e%40greatstate.co?anonymous&ismsaljsauthenabled","target":"_blank"}}],"direction":"ltr"}]}}],"_meta":{"uid":"how-bad-data-can-reveal-where-your-experience-is-falling-short"}}},{"node":{"article_type":"Opinion","title":[{"type":"heading1","text":"You talking to me? Personalisation in practice","spans":[{"start":4,"end":11,"type":"strong"},{"start":19,"end":34,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Build trust, relevance, and loyalty through meaningful personalisation. What to find out how your content can truly resonate with Gen Z? Click here.","spans":[],"direction":"ltr"}],"seodescription":null,"seotitle":null,"author":{"__typename":"PRISMIC_Person","name":"Amy Matthews","job_title":"Senior Copywriter","profile_picture":null},"published":"2025-12-05","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-QIvOtkhBO0u_ContentDesign.png?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/2a1cca90ccd3fdca1d54236a5cf4eb00/ea5de/aWEv-QIvOtkhBO0u_ContentDesign.png","srcSet":"/static/2a1cca90ccd3fdca1d54236a5cf4eb00/6b0e5/aWEv-QIvOtkhBO0u_ContentDesign.png 200w,\n/static/2a1cca90ccd3fdca1d54236a5cf4eb00/a489e/aWEv-QIvOtkhBO0u_ContentDesign.png 400w,\n/static/2a1cca90ccd3fdca1d54236a5cf4eb00/ea5de/aWEv-QIvOtkhBO0u_ContentDesign.png 800w,\n/static/2a1cca90ccd3fdca1d54236a5cf4eb00/b36f0/aWEv-QIvOtkhBO0u_ContentDesign.png 1200w,\n/static/2a1cca90ccd3fdca1d54236a5cf4eb00/cfd9e/aWEv-QIvOtkhBO0u_ContentDesign.png 1600w,\n/static/2a1cca90ccd3fdca1d54236a5cf4eb00/96abc/aWEv-QIvOtkhBO0u_ContentDesign.png 1808w","srcWebp":"/static/2a1cca90ccd3fdca1d54236a5cf4eb00/0c129/aWEv-QIvOtkhBO0u_ContentDesign.webp","srcSetWebp":"/static/2a1cca90ccd3fdca1d54236a5cf4eb00/0e93d/aWEv-QIvOtkhBO0u_ContentDesign.webp 200w,\n/static/2a1cca90ccd3fdca1d54236a5cf4eb00/2259f/aWEv-QIvOtkhBO0u_ContentDesign.webp 400w,\n/static/2a1cca90ccd3fdca1d54236a5cf4eb00/0c129/aWEv-QIvOtkhBO0u_ContentDesign.webp 800w,\n/static/2a1cca90ccd3fdca1d54236a5cf4eb00/45222/aWEv-QIvOtkhBO0u_ContentDesign.webp 1200w,\n/static/2a1cca90ccd3fdca1d54236a5cf4eb00/1f191/aWEv-QIvOtkhBO0u_ContentDesign.webp 1600w,\n/static/2a1cca90ccd3fdca1d54236a5cf4eb00/70720/aWEv-QIvOtkhBO0u_ContentDesign.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"you-talking-to-me-personalisation-in-practice"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"How 'bad data' can reveal where your experience is falling short","spans":[{"start":4,"end":14,"type":"strong"},{"start":51,"end":64,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Effortless experiences aren't built on comfort metrics. They're built on insights that reveal effort; where people stall, back out, get confused, give up. Read on learn how to use bad data for good.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Adrian Bryers","job_title":"Lead Strategist"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0w_DataStrategy.png?auto=format,compress"},"article_type":"Opinion","published":"2025-12-17","link":{"uid":"how-bad-data-can-reveal-where-your-experience-is-falling-short"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0w_DataStrategy.png?auto=format,compress"},"_meta":{"uid":"how-bad-data-can-reveal-where-your-experience-is-falling-short"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Why the 'old web' is starting to crease at the edges","spans":[{"start":8,"end":17,"type":"strong"},{"start":33,"end":39,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"The traditional website journey beginning to look like hard work in a world where AI tools can simply give you the answer. So what does this mean for your digital experience? Andy knows.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Andy Ingle","job_title":"Head of UX"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_gIvOtkhBO00_UX.png?auto=format,compress"},"article_type":"Opinion","published":"2025-12-19","link":{"uid":"why-the-old-web-is-starting-to-crease-at-the-edges"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_gIvOtkhBO00_UX.png?auto=format,compress"},"_meta":{"uid":"why-the-old-web-is-starting-to-crease-at-the-edges"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"How Gen Z is redefining digital experience for everyone","spans":[{"start":47,"end":55,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Our research has shown that in 2026, investing in and designing for effortless digital experiences isn't a feature. It's a success strategy. And it works for everyone, not just Gen Z. Find out why.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Daniel Vincent","job_title":"Strategist"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_AIvOtkhBO0y_StrategyEmailHeader.png?auto=format,compress"},"article_type":"Opinion","published":"2025-12-05","link":{"uid":"how-gen-z-is-redefining-digital-experience-for-everyone"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_AIvOtkhBO0y_StrategyEmailHeader.png?auto=format,compress"},"_meta":{"uid":"how-gen-z-is-redefining-digital-experience-for-everyone"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"You know what I love? Recommendations. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"When it comes to games, I’m a button-smashing-platform-adventurer. Once I’ve defeated a game that hits all the right notes, my next mission is to find another that delivers the same sweet spot. Easier said than done.","spans":[],"direction":"ltr"},{"type":"heading2","text":"The search for what's next","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The hunt always starts with a deep Reddit dive (see r/metroidvania, r/indiegames, r/onebros). I scour threads, spot the usual “what should I play next?” questions for the 100th time,  then check to see if these gems work on my platform.","spans":[{"start":52,"end":66,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.great-state.co.uk/dx2026-content-personalisation/clkn/https/www.reddit.com/r/metroidvania/","target":"_blank"}},{"start":68,"end":80,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.great-state.co.uk/dx2026-content-personalisation/clkn/https/www.reddit.com/r/indiegames/","target":"_blank"}},{"start":82,"end":91,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.great-state.co.uk/dx2026-content-personalisation/clkn/https/www.reddit.com/r/onebros/","target":"_blank"}}],"direction":"ltr"},{"type":"paragraph","text":"That’s some expensive blind faith. I have no idea if any of the recs are relevant to my tastes, my abilities, or my habits as a gamer. But I trust the process - it’s the closest thing to personalised recommendations out there.  But imagine if those recommendations actually matched my habits and tastes. How many more games would I end up buying?","spans":[{"start":265,"end":273,"type":"em"}],"direction":"ltr"},{"type":"heading2","text":"What Gen Z really want","spans":[],"direction":"ltr"},{"type":"paragraph","text":"That feeling of taking a risky bet on a purchase isn’t just for gamers.  It’s exactly the kind of doubt good personalisation is meant to remove.","spans":[{"start":72,"end":73,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"Our Shifting States research revealed that Gen Z expects personalised content, so long as their data and privacy is protected. In fact, 85% of respondents said they willingly engage with personalised content, while a whole 0%  said that personalisation didn’t matter at all. Translation: personalisation matters a whole lot to Gen Z.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"But let's think way beyond adding someone’s name to the top of an email.  Content personalisation is all about relevance -understanding what makes your audience jump for joy, breathe a sigh of relief, or throw their phone across the room.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Simply put, it’s about crafting content that genuinely gets your audience. Not only does content personalisation increase engagement by getting people to take action when they’re most likely to do so,  it helps brands avoid alienating people with content that feels random, off-key or tone-deaf.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"And since Gen Z have no issue with walking away from brands that fail to meet their expectations, we might want to consider how content personalisation can work to foster more meaningful engagement and increase reciprocal loyalty. 88% of Gen Z would “probably switch to a different brand if it offered better value for money,” while 50% “regularly unsubscribe from brand newsletters and unfollow [brands] on social media.”.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"In other words: if you don’t stay relevant, they’ll vote with their feet (fingers?) – fast.","spans":[],"direction":"ltr"}]}},{"__typename":"PRISMIC_Blog_articleBodyContent_width_image","type":"content_width_image","primary":{"caption":null,"content_width_image":{"dimensions":{"width":1600,"height":900},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aPi6A7pReVYa3juV_RN1600x900-1-.png?auto=format,compress"},"content_width_imageSharp":{"childImageSharp":{"fluid":{"aspectRatio":1.7777777777777777,"src":"/static/0b6b9486e48699550b6d74ed3acfbcb1/ac2a7/aPi6A7pReVYa3juV_RN1600x900-1-.png","srcSet":"/static/0b6b9486e48699550b6d74ed3acfbcb1/2f903/aPi6A7pReVYa3juV_RN1600x900-1-.png 320w,\n/static/0b6b9486e48699550b6d74ed3acfbcb1/96d29/aPi6A7pReVYa3juV_RN1600x900-1-.png 640w,\n/static/0b6b9486e48699550b6d74ed3acfbcb1/ac2a7/aPi6A7pReVYa3juV_RN1600x900-1-.png 1280w,\n/static/0b6b9486e48699550b6d74ed3acfbcb1/cfd9e/aPi6A7pReVYa3juV_RN1600x900-1-.png 1600w","srcWebp":"/static/0b6b9486e48699550b6d74ed3acfbcb1/80f20/aPi6A7pReVYa3juV_RN1600x900-1-.webp","srcSetWebp":"/static/0b6b9486e48699550b6d74ed3acfbcb1/c172f/aPi6A7pReVYa3juV_RN1600x900-1-.webp 320w,\n/static/0b6b9486e48699550b6d74ed3acfbcb1/c03cf/aPi6A7pReVYa3juV_RN1600x900-1-.webp 640w,\n/static/0b6b9486e48699550b6d74ed3acfbcb1/80f20/aPi6A7pReVYa3juV_RN1600x900-1-.webp 1280w,\n/static/0b6b9486e48699550b6d74ed3acfbcb1/1f191/aPi6A7pReVYa3juV_RN1600x900-1-.webp 1600w","sizes":"(max-width: 1280px) 100vw, 1280px","presentationWidth":1280}}}}},{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"heading2","text":"Banish funnel vision","spans":[],"direction":"ltr"},{"type":"paragraph","text":"For copywriters, that means shifting away from the fantasy of a neat, linear funnel - awareness > consideration > purchase - and accepting that real journeys are messy, loopy and sometimes a bit “tab explosion in multiple browsers”. Instead of writing one perfect path, think in moments. What does someone need the first time they land on your site from TikTok at 11pm? What about three weeks later when they’re price-comparing on their lunch break? Personalisation is about stitching those moments together so each touchpoint feels like a continuation of a conversation, not a cold call.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"A few practical starting points: map the key decision points in your product or service journey, then write for the emotions around each - curiosity, doubt, excitement, anxiety.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Draft modular chunks of copy (lines, CTAs, reassurance messages, microcopy) that can be reused and swapped based on behaviour. Then pause and read the journey end-to-end. If it feels like someone else has taken over the mic halfway through it’s time to have another crack.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Design personalised content that actually works","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Before you start spinning up endless variants, get obsessive about the basics: user needs, intent, and the jobs each piece of content has to do. Map out the core journey first, then identify where personalisation can genuinely remove friction and not just add sparkle. Maybe it’s a different explainer for first-timers versus experts, or alternative CTAs based on whether someone has already tried your service. But here’s the non-negotiable: if the foundational content isn’t clear, accessible and helpful, no amount of clever targeting will save it. There’s no point personalising a terrible experience. You’ll just deliver the wrong thing… more precisely.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Think in layers. Start with a strong base: plain-language content that works for everyone. Effortless, right? Then add thin layers of personalisation where it adds value: swap examples, reorder information, surface different help content, tweak tone for reassurance or urgency. That way, if the personalisation logic fails (and at some point, it will), users still land on something solid rather than a half-baked experiment.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Put personalisation in your content strategy","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Done well, personalisation isn’t a last-minute flourish: it’s baked into your content strategy from the start. That means being crystal clear on whose experience you’re trying to improve, what data you actually need, and where you’ll draw the line. One of our favourite provocations came from Miguel Martin, former Digital Marketing Director for Joe & The Juice, who spoke at our most recent Shifting States webinar: “Don’t reward me with a free matcha or a coffee if your data shows I don’t drink matcha or coffee.” Personalisation should feel like proof you were paying attention, not evidence you weren’t.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"As strategists and copywriters, we should be asking: where will personalisation have the biggest human impact, not just the biggest dashboard impact? Use it to clarify choices, reduce cognitive load, and show you understand context - not to push everything, everywhere, all at once. And keep a ruthless eye on value exchange. If you’re asking people for data, the content they get in return has to feel genuinely worth it.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Personal, not pushy","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Now, personalisation is great. Just, don't make it weird. Creepy over-reach has been a talking point for some time and digital audiences have grown weary. Why is the air fryer that I mentioned in a message popping up in my shopping recommendations? Remember, Gen Z value their data privacy and they’re aware of how vulnerable that data can be. It’s one thing to empathise with what they need and match that to something you can offer; it’s another thing to cross-pollinate that with needs that they didn’t directly share with you. Personalise for your audience based on where they’re at and what they’ve shared with you – no more, no less.","spans":[{"start":155,"end":248,"type":"em"}],"direction":"ltr"},{"type":"heading2","text":"Evolving with your audience","spans":[],"direction":"ltr"},{"type":"paragraph","text":"By personalising content, you create genuine connections and let your audience steer the experience. Let them take the wheel for two minutes with a quick survey, and you might be surprised by what they say. Don’t resist what’s there, evolve with them, serve up the right content at the right time, and you may just get some of that sweet, sweet reciprocal loyalty.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Want to really get under your audience’s skin - in a good way? Let's talk. We’ll help you hit the perfect balance of insight and personalisation to keep them coming back for more.","spans":[],"direction":"ltr"},{"type":"heading3","text":"Want help crafting your content?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Get chatting to Amy.","spans":[{"start":0,"end":12,"type":"hyperlink","data":{"link_type":"Web","url":"https://outlook.office.com/bookwithme/user/7887eb013e16444eb54cf7090bb3392e%40greatstate.co?anonymous&ismsaljsauthenabled","target":"_blank"}}],"direction":"ltr"}]}}],"_meta":{"uid":"you-talking-to-me-personalisation-in-practice"}}},{"node":{"article_type":"Opinion","title":[{"type":"heading1","text":"How Gen Z is redefining digital experience for everyone","spans":[{"start":47,"end":55,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Our research has shown that in 2026, investing in and designing for effortless digital experiences isn't a feature. It's a success strategy. And it works for everyone, not just Gen Z. Find out why.","spans":[],"direction":"ltr"}],"seodescription":[{"type":"paragraph","text":"Our research has shown that in 2026, investing in and designing for effortless digital experiences isn't a feature. It's a success strategy. And it works for everyone, not just Gen Z. Find out why.","spans":[],"direction":"ltr"}],"seotitle":[{"type":"paragraph","text":"How Gen Z is redefining digital experience for everyone","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Daniel Vincent","job_title":"Strategist","profile_picture":null},"published":"2025-12-05","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_AIvOtkhBO0y_StrategyEmailHeader.png?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/0387a88df69ab8d80795047fad1de961/ea5de/aWEv_AIvOtkhBO0y_StrategyEmailHeader.png","srcSet":"/static/0387a88df69ab8d80795047fad1de961/6b0e5/aWEv_AIvOtkhBO0y_StrategyEmailHeader.png 200w,\n/static/0387a88df69ab8d80795047fad1de961/a489e/aWEv_AIvOtkhBO0y_StrategyEmailHeader.png 400w,\n/static/0387a88df69ab8d80795047fad1de961/ea5de/aWEv_AIvOtkhBO0y_StrategyEmailHeader.png 800w,\n/static/0387a88df69ab8d80795047fad1de961/b36f0/aWEv_AIvOtkhBO0y_StrategyEmailHeader.png 1200w,\n/static/0387a88df69ab8d80795047fad1de961/cfd9e/aWEv_AIvOtkhBO0y_StrategyEmailHeader.png 1600w,\n/static/0387a88df69ab8d80795047fad1de961/96abc/aWEv_AIvOtkhBO0y_StrategyEmailHeader.png 1808w","srcWebp":"/static/0387a88df69ab8d80795047fad1de961/0c129/aWEv_AIvOtkhBO0y_StrategyEmailHeader.webp","srcSetWebp":"/static/0387a88df69ab8d80795047fad1de961/0e93d/aWEv_AIvOtkhBO0y_StrategyEmailHeader.webp 200w,\n/static/0387a88df69ab8d80795047fad1de961/2259f/aWEv_AIvOtkhBO0y_StrategyEmailHeader.webp 400w,\n/static/0387a88df69ab8d80795047fad1de961/0c129/aWEv_AIvOtkhBO0y_StrategyEmailHeader.webp 800w,\n/static/0387a88df69ab8d80795047fad1de961/45222/aWEv_AIvOtkhBO0y_StrategyEmailHeader.webp 1200w,\n/static/0387a88df69ab8d80795047fad1de961/1f191/aWEv_AIvOtkhBO0y_StrategyEmailHeader.webp 1600w,\n/static/0387a88df69ab8d80795047fad1de961/70720/aWEv_AIvOtkhBO0y_StrategyEmailHeader.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"how-gen-z-is-redefining-digital-experience-for-everyone"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Why effortless experiences demand a whole lot of effort","spans":[{"start":15,"end":26,"type":"strong"},{"start":49,"end":55,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"An effortless digital experience might feel simple. But technically, it's a whole different story. In this latest Shifting States thought leadership, Ross explain why.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Ross Gratton","job_title":"Head of Engineering"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_QIvOtkhBO0z_Tech.png?auto=format,compress"},"article_type":"Opinion","published":"2026-01-09","link":{"uid":"why-effortless-experiences-demand-a-whole-lot-of-effort"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_QIvOtkhBO0z_Tech.png?auto=format,compress"},"_meta":{"uid":"why-effortless-experiences-demand-a-whole-lot-of-effort"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Does 2026 mark the end of digital design trends?","spans":[{"start":19,"end":23,"type":"strong"},{"start":34,"end":47,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"If Gen Z wants effortlessness, and everyone else follows suit, what does that mean for design? The more-is-more” era is over and we're moving into one where quality beats quantity.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Matt Powell","job_title":"Creative Director"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0v_Creative.png?auto=format,compress"},"article_type":"Opinion","published":"2026-01-02","link":{"uid":"does-2026-mark-the-end-of-digital-design-trends"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0v_Creative.png?auto=format,compress"},"_meta":{"uid":"does-2026-mark-the-end-of-digital-design-trends"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"How 'bad data' can reveal where your experience is falling short","spans":[{"start":4,"end":14,"type":"strong"},{"start":51,"end":64,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Effortless experiences aren't built on comfort metrics. They're built on insights that reveal effort; where people stall, back out, get confused, give up. Read on learn how to use bad data for good.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Adrian Bryers","job_title":"Lead Strategist"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0w_DataStrategy.png?auto=format,compress"},"article_type":"Opinion","published":"2025-12-17","link":{"uid":"how-bad-data-can-reveal-where-your-experience-is-falling-short"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0w_DataStrategy.png?auto=format,compress"},"_meta":{"uid":"how-bad-data-can-reveal-where-your-experience-is-falling-short"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"For more than a decade, digital innovation has been about more: more content, more channels, more data, more features. But after four waves of research, 3,000+ participants and a year spent tracking digital behaviour across generations, one truth is now impossible to ignore. ","spans":[{"start":58,"end":62,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"People don’t want more digital. They want better digital. They want digital that gets out of the way.","spans":[{"start":18,"end":22,"type":"em"},{"start":42,"end":48,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"This is the story of how Gen Z’s relationship with technology - fast, fluid and increasingly fatigued - is shaping the future of digital experience for everyone.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Today's digital problem","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Gen Z grew up with infinite choice and instant access. They can change a brand as easily as a song. But they aren’t fickle - they’re responsive. When something no longer meets their needs, they move on - with 3/5 saying they'd drop a brand permanently for bad DX.","spans":[{"start":204,"end":263,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"And increasingly, they’re moving on because digital has become exhausting. The dopamine hit has faded. Doomscrolling has turned to burnout. Terms like brain rot and digital detox have entered the mainstream lexicon. Across generations, people are protecting themselves from too much digital by setting limits, tracking screen time and seeking “tech-free” moments.","spans":[{"start":151,"end":160,"type":"em"},{"start":165,"end":178,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"For brands, this creates a problem. Digital is still the primary channel for engagement, yet the audience’s tolerance for digital noise has never been lower. The challenge now isn’t to grab attention; it’s to earn attention.","spans":[{"start":209,"end":224,"type":"em"}],"direction":"ltr"},{"type":"heading2","text":"The Shift: From digital excess to digital minimalism","spans":[],"direction":"ltr"},{"type":"paragraph","text":"1. Time saved defines engagement, not time spent","spans":[{"start":0,"end":48,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Our fourth wave of Shifting States – our year-long research programme - reveals a universal demand that transcends age, sector and device. People across all generations over 18 - from Gen Z to Boomers - now define a great digital experience the same way: Effortless.","spans":[{"start":255,"end":265,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Nine in ten cross-generational respondents said ‘effortless digital experiences are important or very important when choosing a brand’. This isn’t a Gen Z preference. It’s a human one.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"In an age of digital overload, the experiences people value most are the ones that demand the least. The fewer clicks, the fewer interruptions, the faster and clearer the journey, the higher the trust, satisfaction and loyalty.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Effortlessness is no longer a feature. It’s a strategy. In 2026, success will depend on where you prioritise your digital efforts. Our research points to three that matter most - the shifts every brand needs to make to design digital experiences people return to.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"2. Performance first, personsalisation second","spans":[{"start":0,"end":45,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Personalised experiences – from localised recommendations to tailored content - have long been sold as the secret to relevance, especially for Gen Z. But our data shows otherwise. When asked all people aged 18 and over what makes an experience feel effortless, the top answers were:","spans":[],"direction":"ltr"},{"type":"o-list-item","text":"High security and trust signals","spans":[],"direction":"ltr"},{"type":"o-list-item","text":"Clear navigation","spans":[],"direction":"ltr"},{"type":"o-list-item","text":"Fast checkout","spans":[],"direction":"ltr"},{"type":"o-list-item","text":"Fast load","spans":[],"direction":"ltr"},{"type":"o-list-item","text":"Fast login","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Personalisation ranked last. Only 10% of people listed it as a priority.","spans":[{"start":0,"end":72,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"That doesn’t mean personalisation is worthless. In fact, 85% of Gen Z said they’ll engage with personalised content - but it only enhances an experience once the fundamentals are right. A slow or unstable personalised experience isn’t better. It’s worse. Because you can’t personalise your way out of a bad experience.","spans":[{"start":57,"end":115,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"So, before you personalise, optimise. Speed, stability and clarity build the trust that makes personalisation worthwhile. Across generations, the equation holds true: Performance builds trust, trust builds loyalty.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Bad manners destroy a digital experience","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Our fourth wave of Shifting States – our year-long research programme - reveals a universal demand that transcends age, sector and device. People across all generations over 18 - from Gen Z to Boomers - now define a great digital experience the same way: Effortless.","spans":[{"start":255,"end":265,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Nine in ten cross-generational respondents said ‘effortless digital experiences are important or very important when choosing a brand’. This isn’t a Gen Z preference. It’s a human one.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"In an age of digital overload, the experiences people value most are the ones that demand the least. The fewer clicks, the fewer interruptions, the faster and clearer the journey, the higher the trust, satisfaction and loyalty.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Effortlessness is no longer a feature. It’s a strategy. In 2026, success will depend on where you prioritise your digital efforts. Our research points to three that matter most - the shifts every brand needs to make to design digital experiences people return to.","spans":[],"direction":"ltr"},{"type":"heading2","text":"What effortless design really means","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Effortless design doesn’t mean plain design. It means doing the hard work behind the scenes - like a swan gliding on the surface, powered by unseen effort beneath - simplifying complexity so users can get what they need with ease. It means building systems that save time, strip friction and prioritise performance over the next big thing.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"For brands, that’s good news. The impossible brief - designing for four generations at once -suddenly becomes achievable. Effortlessness is the great equaliser. When an experience is fast, secure and intuitive, it works for everyone.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"But it’s also a warning. In 2026, if you fail to deliver effortless digital experiences, you won’t just lose Gen Z. You’ll lose everyone. When experience breaks, loyalty breaks and switching has never been easier.","spans":[],"direction":"ltr"},{"type":"heading2","text":"The three priorities for effortless DX in 2026","spans":[],"direction":"ltr"},{"type":"o-list-item","text":"Make time saved the measure of engagement.\nRedefine engagement. Focus on task completion time and repeat efficiency, not time spent on page. The best experiences give time back.","spans":[{"start":0,"end":42,"type":"strong"}],"direction":"ltr"},{"type":"o-list-item","text":"Eliminate digital bad manners.\nInterruptions, delays and repetition ruin experiences. Design like your customer’s time matters as much as their loyalty.","spans":[{"start":0,"end":30,"type":"strong"}],"direction":"ltr"},{"type":"o-list-item","text":"Put performance before personalisation.\nSpeed, security and clarity are the new differentiators. Fix the fundamentals first. Then feel the real power of personalisation.","spans":[{"start":0,"end":39,"type":"strong"}],"direction":"ltr"},{"type":"heading2","text":"What happens next","spans":[],"direction":"ltr"},{"type":"paragraph","text":"This is just the start. Over the coming weeks, you’ll hear from our specialists in data, tech, creative and UX about how to turn these insights into practice: how to measure effortlessness, design for speed, build trust through performance and strip friction from your customer journeys.","spans":[{"start":83,"end":110,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Each expert will explore how effortlessness reshapes their discipline, from backend systems to front-end storytelling. Together, they’ll show how to make the digital experiences people actually want to come back to.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The next generation of digital experience isn’t about doing more. It’s about doing less, better. Effortlessness is the new competitive advantage because when choice is infinite, simplicity wins.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"So, ask yourself: Are you ready to prioritise effortlessness above all else? If not, your users will choose someone who already has.","spans":[{"start":18,"end":132,"type":"strong"}],"direction":"ltr"},{"type":"heading3","text":"Need help understanding what your users want? ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Daniel is standing by. We can get you on a call. ","spans":[{"start":30,"end":49,"type":"hyperlink","data":{"link_type":"Web","url":"https://outlook.office.com/bookwithme/user/7887eb013e16444eb54cf7090bb3392e%40greatstate.co?anonymous&ismsaljsauthenabled","target":"_blank"}}],"direction":"ltr"}]}}],"_meta":{"uid":"how-gen-z-is-redefining-digital-experience-for-everyone"}}},{"node":{"article_type":"Opinion","title":[{"type":"heading1","text":"Digital life: looking back, thinking forward ","spans":[{"start":8,"end":12,"type":"strong"},{"start":22,"end":26,"type":"strong"},{"start":37,"end":45,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Celebrating 100 editions of Three Great Things, we reflect on five years of digital change - AI, design, hybrid work - and explore what’s next in tech, creativity, and culture. What's next I hear you ask? Find out here.","spans":[],"direction":"ltr"}],"seodescription":null,"seotitle":null,"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null,"profile_picture":null},"published":"2025-08-08","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aJX7bKTt2nPbaEaI_Untitleddesign-1-.png?auto=format,compress"},"programming_language":"","singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/023bfb9c59bae9aae1bb7db4c14c7e30/ea5de/aJX7bKTt2nPbaEaI_Untitleddesign-1-.png","srcSet":"/static/023bfb9c59bae9aae1bb7db4c14c7e30/6b0e5/aJX7bKTt2nPbaEaI_Untitleddesign-1-.png 200w,\n/static/023bfb9c59bae9aae1bb7db4c14c7e30/a489e/aJX7bKTt2nPbaEaI_Untitleddesign-1-.png 400w,\n/static/023bfb9c59bae9aae1bb7db4c14c7e30/ea5de/aJX7bKTt2nPbaEaI_Untitleddesign-1-.png 800w,\n/static/023bfb9c59bae9aae1bb7db4c14c7e30/b36f0/aJX7bKTt2nPbaEaI_Untitleddesign-1-.png 1200w,\n/static/023bfb9c59bae9aae1bb7db4c14c7e30/cfd9e/aJX7bKTt2nPbaEaI_Untitleddesign-1-.png 1600w,\n/static/023bfb9c59bae9aae1bb7db4c14c7e30/96abc/aJX7bKTt2nPbaEaI_Untitleddesign-1-.png 1808w","srcWebp":"/static/023bfb9c59bae9aae1bb7db4c14c7e30/0c129/aJX7bKTt2nPbaEaI_Untitleddesign-1-.webp","srcSetWebp":"/static/023bfb9c59bae9aae1bb7db4c14c7e30/0e93d/aJX7bKTt2nPbaEaI_Untitleddesign-1-.webp 200w,\n/static/023bfb9c59bae9aae1bb7db4c14c7e30/2259f/aJX7bKTt2nPbaEaI_Untitleddesign-1-.webp 400w,\n/static/023bfb9c59bae9aae1bb7db4c14c7e30/0c129/aJX7bKTt2nPbaEaI_Untitleddesign-1-.webp 800w,\n/static/023bfb9c59bae9aae1bb7db4c14c7e30/45222/aJX7bKTt2nPbaEaI_Untitleddesign-1-.webp 1200w,\n/static/023bfb9c59bae9aae1bb7db4c14c7e30/1f191/aJX7bKTt2nPbaEaI_Untitleddesign-1-.webp 1600w,\n/static/023bfb9c59bae9aae1bb7db4c14c7e30/70720/aJX7bKTt2nPbaEaI_Untitleddesign-1-.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"digital-life-looking-back-thinking-forward"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Codegarden 2025: The developer’s playground","spans":[{"start":0,"end":10,"type":"strong"},{"start":33,"end":43,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Gary, Technical Director and all round digital whizz, headed to Denmark for the 20th anniversary of Codegarden. What Umbraco secrets did he uncover? You'll have to find out. ","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Gary Trimnell","job_title":"Technical Director"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aGZTKXfc4bHWi_3Y_BLOGHEADERS1808x1016px-21-.png?auto=format,compress"},"article_type":"Tech","published":"2025-07-03","link":{"uid":"codegarden-2025-the-ultimate-developers-playground"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aGZTKXfc4bHWi_3Y_BLOGHEADERS1808x1016px-21-.png?auto=format,compress"},"_meta":{"uid":"codegarden-2025-the-ultimate-developers-playground"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Increase conversions and decrease emissions: The role of technology","spans":[{"start":0,"end":67,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Here we explore the benefits, recommendations, and developments relating to sustainable web development. Specifically, the role of technology.  Onwards. ","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Fame Razak","job_title":"Head of Engineering"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8cjiBsAHJWomGrE_BLOG3.png?auto=format,compress"},"article_type":"Tech","published":"2025-02-26","link":{"uid":"increase-conversions-decrease-conversionstech"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8cjiBsAHJWomGrE_BLOG3.png?auto=format,compress"},"_meta":{"uid":"increase-conversions-decrease-conversionstech"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"New Collaboration: Great State and RHP Group","spans":[{"start":4,"end":17,"type":"strong"},{"start":35,"end":44,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"After four brilliant years of collaboration with RHP Group, they've selected us to support them in the next phase of work in their transformation roadmap! Read more here.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8WIIRsAHJWomDBn_Group14859.png?auto=format,compress"},"article_type":"News","published":"2025-03-05","link":{"uid":"new-collaboration-great-state-and-rhp-group"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8WIIRsAHJWomDBn_Group14859.png?auto=format,compress"},"_meta":{"uid":"new-collaboration-great-state-and-rhp-group"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"In 2020, we launched Three Great Things, your go-to fortnightly newsletter with our latest thoughts and inspiration from across the tech, creative, and UX industries.  ","spans":[{"start":0,"end":168,"type":"strong"},{"start":21,"end":40,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.greatstate.co/newsletter/","target":"_blank"}}],"direction":"ltr"},{"type":"paragraph","text":"Fast forward to today, and we’re celebrating its 100th edition. That’s five years of ideas, inspiration, and the occasional random link that somehow made your Friday better. The ultimate weekend warm-up to get you feeling inspired. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"To mark the milestone, we’re taking a moment to reflect. What’s changed in the last five years? What’s on the horizon? And what have we learned along the way?  ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"This blog is a bit of a time capsule. A look back at the shifts we’ve lived through, and a look ahead at what might shape the next chapter. Naturally, the team at Great State – thoughtful, curious, and occasionally philosophical – had plenty to say (as they always do), and their reflections are sprinkled throughout.  ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Spoiler alert: yes, AI makes an appearance – because of course it does. ","spans":[],"direction":"ltr"},{"type":"heading2","text":"Looking back: 2020 – 2025  ","spans":[{"start":0,"end":26,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"The last five years have been a bit of a whirlwind, let’s be honest. Some changes were expected. Others snuck up on us. But all of them reshaped how we work, create, and connect.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Hybrid working becomes the norm","spans":[{"start":0,"end":31,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"It’s hard to overstate how much the pandemic changed things and still lingers in the memory for many. Cue flashbacks of themed family quizzes over FaceTime and the surreal routines of lockdown life. Remote work went from niche to necessary and then settled into something more permanent. One colleague summed it up perfectly: ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"\"Digital has empowered a healthier work-life balance – a shift that’s suited the majority of employees, showing that change isn’t always something to fear, even if a few old-skool voices still cling to the old ways”. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Microsoft Teams and Zoom became our new meeting rooms, while tools like Figma and Miro took over as our digital whiteboards. Real time collaboration became the norm, with cloud-first ecosystems dominating. And the idea of presence shifted from physical to digital.  ","spans":[{"start":222,"end":231,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"But if anything, all that time apart reminded us how valuable in-person connection really is. The swivel chair moments, chats at the coffee machine, and knowing looks across a table – none of it can be fully replicated online. As much as we’ve embraced the flexibility of remote work, we’ve also learned not to take real human connections for granted.","spans":[],"direction":"ltr"},{"type":"heading2","text":"AI went mainstream","spans":[],"direction":"ltr"},{"type":"paragraph","text":"AI has changed a lot in the last five years – take a look at the recent history in the form of 32 otters. And, it’s only the beginning of its capabilities.   ","spans":[{"start":15,"end":20,"type":"strong"},{"start":65,"end":105,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.oneusefulthing.org/p/the-recent-history-of-ai-in-32-otters","target":"_blank"}}],"direction":"ltr"},{"type":"paragraph","text":"From GPT–3 to GPT–4 and beyond, AI stopped being a buzzword and started being a tool we actually used. Copywriting, coding, design, research – it's all been touched by automation. Designers now generate 3D typography in seconds. Engineers can now build a website while they make a cuppa. Strategists use AI to map out campaign ideas. It’s everywhere and won’t be disappearing anytime soon. ","spans":[{"start":88,"end":97,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"But it’s not just about speed. It’s about shifting roles. AI hasn’t replaced creativity; it’s changed how we approach it. Work smarter, not harder as they say. AI is helping to create a more streamlined way of working. ","spans":[],"direction":"ltr"},{"type":"heading2","text":"Design got quieter (and bolder)","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Minimalism matured. Bold sans serif fonts, generous white space, and vibrant RGB accents (lime green, Monzo peach) became the norm. But this visual clarity wasn’t just aesthetic; it marked a shift in how users wanted to interact with digital products. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Design became quieter. Less about grabbing attention, more about getting out of the way. UX moved toward simplicity and speed – helping users get what they need and move on, without unnecessary friction. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Looking ahead, this trend is set to deepen. As one team member puts it: ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"“People wanting less digital, not more. They’ll want digital to be a tool that complements their in-real-life life – an almost invisible enabler.” ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The best experiences aren’t the loudest – they're the most intuitive. ","spans":[],"direction":"ltr"}]}},{"__typename":"PRISMIC_Blog_articleBodyContent_width_image","type":"content_width_image","primary":{"caption":null,"content_width_image":{"dimensions":{"width":6720,"height":4480},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aJX3AqTt2nPbaETy_pexels-michelangelo-buonarroti-8728560.jpg?auto=format,compress"},"content_width_imageSharp":{"childImageSharp":{"fluid":{"aspectRatio":1.5,"src":"/static/4033f0045938ff6761c986547e94b2cf/e3107/aJX3AqTt2nPbaETy_pexels-michelangelo-buonarroti-8728560.jpg","srcSet":"/static/4033f0045938ff6761c986547e94b2cf/b754d/aJX3AqTt2nPbaETy_pexels-michelangelo-buonarroti-8728560.jpg 320w,\n/static/4033f0045938ff6761c986547e94b2cf/4dbff/aJX3AqTt2nPbaETy_pexels-michelangelo-buonarroti-8728560.jpg 640w,\n/static/4033f0045938ff6761c986547e94b2cf/e3107/aJX3AqTt2nPbaETy_pexels-michelangelo-buonarroti-8728560.jpg 1280w,\n/static/4033f0045938ff6761c986547e94b2cf/0979f/aJX3AqTt2nPbaETy_pexels-michelangelo-buonarroti-8728560.jpg 1920w,\n/static/4033f0045938ff6761c986547e94b2cf/9782f/aJX3AqTt2nPbaETy_pexels-michelangelo-buonarroti-8728560.jpg 2560w,\n/static/4033f0045938ff6761c986547e94b2cf/a2fce/aJX3AqTt2nPbaETy_pexels-michelangelo-buonarroti-8728560.jpg 6720w","srcWebp":"/static/4033f0045938ff6761c986547e94b2cf/80f20/aJX3AqTt2nPbaETy_pexels-michelangelo-buonarroti-8728560.webp","srcSetWebp":"/static/4033f0045938ff6761c986547e94b2cf/c172f/aJX3AqTt2nPbaETy_pexels-michelangelo-buonarroti-8728560.webp 320w,\n/static/4033f0045938ff6761c986547e94b2cf/c03cf/aJX3AqTt2nPbaETy_pexels-michelangelo-buonarroti-8728560.webp 640w,\n/static/4033f0045938ff6761c986547e94b2cf/80f20/aJX3AqTt2nPbaETy_pexels-michelangelo-buonarroti-8728560.webp 1280w,\n/static/4033f0045938ff6761c986547e94b2cf/14e3c/aJX3AqTt2nPbaETy_pexels-michelangelo-buonarroti-8728560.webp 1920w,\n/static/4033f0045938ff6761c986547e94b2cf/f05ba/aJX3AqTt2nPbaETy_pexels-michelangelo-buonarroti-8728560.webp 2560w,\n/static/4033f0045938ff6761c986547e94b2cf/0d3eb/aJX3AqTt2nPbaETy_pexels-michelangelo-buonarroti-8728560.webp 6720w","sizes":"(max-width: 1280px) 100vw, 1280px","presentationWidth":1280}}}}},{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"heading2","text":"Looking forward 2025 – 2030","spans":[{"start":0,"end":27,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Peering into the future is always a mix of educated guesswork and hopeful imagination. The pace of change over the past five years has been relentless – so it’s fair to assume the next five years won’t be any slower.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"From emerging tech to shifting cultural expectations to building lined cities in the desert, the landscape is already (quite literally) starting to reshape itself. Here’s what we think is on the horizon – and what might just define the next chapter.","spans":[{"start":56,"end":92,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.neom.com/en-us/regions/theline","target":"_blank"}},{"start":65,"end":71,"type":"em"}],"direction":"ltr"},{"type":"heading2","text":"AI will drive breakthroughs","spans":[{"start":0,"end":27,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Even those trying to avoid AI predictions couldn’t help but mention it: ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"“I reckon there are going to be some massive advancements in cures for diseases owing to AI being able to better assimilate and understand patterns in data.” ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"AI won’t just write copy or generate visuals; it'll help solve real-world problems. From healthcare to climate modelling, its ability to process and learn from vast datasets will unlock new possibilities – faster than we think ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"One Great Stater painted a utopian picture: AI-driven profits to fund Universal Basic Income, ushering in a golden age of leisure and equality. Others pointed to potential challenges around surveillance or creativity being filtered behind machines. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"But most saw a future full of opportunity – where AI becomes a collaborative partner. It won’t replace us, but it will reshape how we work, learn, and make decisions. The tech itself isn’t the twist – it's how we choose to use it.  ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"As AI agents become central to the user journey, we’ll need to design digital experiences that work with them – not around them. That means moving beyond linear pathways towards more open, conversational frameworks, where AI can interpret intent, guide decisions, and even act on the user’s behalf. To make that collaboration work, design must prioritise clarity, context, and trust – ensuring humans and machines can navigate the same experience, seamlessly and confidently. ","spans":[{"start":100,"end":104,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"The tension between innovation and impact is exactly what we explored in our Shifting States report – our deep dive into Gen Z’s expectations for brands and work, as they inherit the digital landscape. Watch our recent webinar to learn how to design next-gen experiences that earn Gen Z’s loyalty.","spans":[{"start":77,"end":99,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.greatstate.co/blog/articles/shifting-states-gen-z-insight-report","target":"_blank"}},{"start":202,"end":226,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.greatstate-events.com/what-keeps-gen-z-coming-back-on-demand/","target":"_blank"}}],"direction":"ltr"},{"type":"heading2","text":"Interfaces will feel, move and explain","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The way we interact with technology is starting to shift. With devices like Apple Vision Pro and whatever comes next, things like augmented and virtual reality are becoming the norm. Take spatial computing for example: we’ve already embedded this on the Royal Navy website.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Clicks and taps will give way to voice, gaze, and gesture. Interfaces will response to how we’re feeling – adjusting to stress, focus, or mood. Expect UX to adapt, not just react to its user.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Privacy will also be front and centre. With tighter regulations, apps will need to build privacy from the start, using decentralised identity and smart techniques like zero-knowledge proofs to give users more control.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Cities, servers, and the weird future","spans":[{"start":0,"end":37,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"As populations grow, cities will have to get creative. One colleague put it simply: ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"“I’m predicting more wacky proposals for urban living.”","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Think vertical farms, modular homes, and other ideas that blend necessity with imagination. Design will be key to make these spaces feel more human, not just efficient.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Take Bhutan for example, who plan to build a new capital with mindfulness at its core. The project reimagines city-building through Buddhist values – low-rise, eco-friendly design, nature-first planning, and bridges that double as temples and clinics.","spans":[{"start":37,"end":85,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.theb1m.com/video/gelephu-mindfulness-city","target":"_blank"}}],"direction":"ltr"},{"type":"paragraph","text":"Behind the scenes, the digital world is facing its own space problem. Every TikTok, Reel, and cloud backup adds to the pressure on data infrastructure. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"“We need ultra-efficient servers. Otherwise, where’s all our digital stuff going to go?”","spans":[],"direction":"ltr"},{"type":"paragraph","text":"As cities expand and digital life grows, the future needs to evolve with us. Without major upgrades to infrastructure, we risk hitting limits in how we store, share, and stream. The future of urban living isn’t just about buildings – it's about making sure the invisible systems behind them can keep up.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Three Great Things, one hundred editions later","spans":[{"start":0,"end":46,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"So, what’s the takeaway? That change is consistent. That creativity adapts. That tech evolves. And that people – curious, thoughtful, and slightly chaotic – are at the heart of it all. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Three Great Things started as a newsletter. But it’s also a mindset. A way to find some sort of clarity in this world of complexity. To celebrate progress without losing perspective. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"And 100 editions in, it’s still the best way to ease into the weekend. Here’s to the next chapter. To bold ideas, quiet design, and great things – three at a time. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Scroll all you want, but Three Great Things is where the real gems drop. Get subscribed: https://www.greatstate.co/newsletter/","spans":[{"start":89,"end":126,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.greatstate.co/newsletter/","target":"_blank"}}],"direction":"ltr"}]}}],"_meta":{"uid":"digital-life-looking-back-thinking-forward"}}},{"node":{"article_type":"Opinion","title":[{"type":"heading1","text":"How much is your legacy tech really costing you?","spans":[{"start":29,"end":35,"type":"strong"},{"start":36,"end":47,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Legacy technology impacts business innovation, productivity, and morale. Here, Harry explains how to identify the pain points and build a business case for better investment.","spans":[],"direction":"ltr"}],"seodescription":null,"seotitle":null,"author":{"__typename":"PRISMIC_Person","name":"Harry Birch","job_title":"Senior Account Director","profile_picture":null},"published":"2024-12-05","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z03qBJbqstJ979dY_GreatPeopleblogheaders-2-.png?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/418ad3b47855526d812cb8fec580e09e/ea5de/Z03qBJbqstJ979dY_GreatPeopleblogheaders-2-.png","srcSet":"/static/418ad3b47855526d812cb8fec580e09e/6b0e5/Z03qBJbqstJ979dY_GreatPeopleblogheaders-2-.png 200w,\n/static/418ad3b47855526d812cb8fec580e09e/a489e/Z03qBJbqstJ979dY_GreatPeopleblogheaders-2-.png 400w,\n/static/418ad3b47855526d812cb8fec580e09e/ea5de/Z03qBJbqstJ979dY_GreatPeopleblogheaders-2-.png 800w,\n/static/418ad3b47855526d812cb8fec580e09e/b36f0/Z03qBJbqstJ979dY_GreatPeopleblogheaders-2-.png 1200w,\n/static/418ad3b47855526d812cb8fec580e09e/cfd9e/Z03qBJbqstJ979dY_GreatPeopleblogheaders-2-.png 1600w,\n/static/418ad3b47855526d812cb8fec580e09e/96abc/Z03qBJbqstJ979dY_GreatPeopleblogheaders-2-.png 1808w","srcWebp":"/static/418ad3b47855526d812cb8fec580e09e/0c129/Z03qBJbqstJ979dY_GreatPeopleblogheaders-2-.webp","srcSetWebp":"/static/418ad3b47855526d812cb8fec580e09e/0e93d/Z03qBJbqstJ979dY_GreatPeopleblogheaders-2-.webp 200w,\n/static/418ad3b47855526d812cb8fec580e09e/2259f/Z03qBJbqstJ979dY_GreatPeopleblogheaders-2-.webp 400w,\n/static/418ad3b47855526d812cb8fec580e09e/0c129/Z03qBJbqstJ979dY_GreatPeopleblogheaders-2-.webp 800w,\n/static/418ad3b47855526d812cb8fec580e09e/45222/Z03qBJbqstJ979dY_GreatPeopleblogheaders-2-.webp 1200w,\n/static/418ad3b47855526d812cb8fec580e09e/1f191/Z03qBJbqstJ979dY_GreatPeopleblogheaders-2-.webp 1600w,\n/static/418ad3b47855526d812cb8fec580e09e/70720/Z03qBJbqstJ979dY_GreatPeopleblogheaders-2-.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"what-is-legacy-tech-costing-you"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Charitable choices: Using digital to cultivate support","spans":[{"start":11,"end":18,"type":"strong"},{"start":26,"end":33,"type":"strong"},{"start":47,"end":54,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Charities need to successfully build connections with the public to cultivate support. It takes time to do so, and its a complicated process, but digital can sit at the heart of your strategy.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Helen Evans","job_title":"Lead Strategist"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZxdgL4F3NbkBXy7c_7.png?auto=format,compress"},"article_type":"Opinion","published":"2024-10-22","link":{"uid":"charitable-choices-using-digital-to-cultivate-supp"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZxdgL4F3NbkBXy7c_7.png?auto=format,compress"},"_meta":{"uid":"charitable-choices-using-digital-to-cultivate-supp"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Scale your e-commerce and personalise with Sitecore","spans":[{"start":0,"end":21,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"Get the lowdown on Sitecore Experience Commerce (XC) from our Head of Engineering.","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"James Hobbs","job_title":"Head of Engineering"},"thumbnail":{"dimensions":{"width":904,"height":508},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/d3031107-04a9-42d7-a6e8-ae30d5d339b9_tech-blog.jpg?auto=compress,format&rect=0,0,844,474&w=904&h=508"},"article_type":"Tech","published":"2021-02-23","link":{"uid":"scale-your-e-commerce-and-personalise-with-sitecore"},"image":{"dimensions":{"width":904,"height":508},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/d3031107-04a9-42d7-a6e8-ae30d5d339b9_tech-blog.jpg?auto=compress,format&rect=0,0,844,474&w=904&h=508"},"_meta":{"uid":"scale-your-e-commerce-and-personalise-with-sitecore"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"New collaboration: Great State and Cox Automotive","spans":[{"start":0,"end":4,"type":"strong"},{"start":17,"end":31,"type":"strong"},{"start":34,"end":49,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"We're proud to be partnering with Cox Automotive to define, design and embed a new brand DNA across their complex European digital ecosystem. Read more here!","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZumjcrVsGrYSvdM0_BLOGHEADERS1808x1016px-12-.png?auto=format,compress"},"article_type":"News","published":"2024-09-18","link":{"uid":"new-collaboration-great-state-and-cox-automotive"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZumjcrVsGrYSvdM0_BLOGHEADERS1808x1016px-12-.png?auto=format,compress"},"_meta":{"uid":"new-collaboration-great-state-and-cox-automotive"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"The demands on your digital estate can come at you fast and furious.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"You want to keep pace with customer needs, but it seems almost impossible to meet when entrenched and splintered technology looms large over your organisation.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"If this sounds familiar, you’ve likely faced the monster known as “legacy tech.” It’s big and brutal – but it is beatable.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The good news is – you’re not alone. Sooner or later, most organisations come to wrestle with the tangled web that is legacy tech.","spans":[],"direction":"ltr"},{"type":"heading2","text":"But...how have I ended up here? ","spans":[{"start":0,"end":32,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"It happens organically enough: a series of products and services make their way into an organisation, often to meet the immediate needs of urgent activities, siloed stakeholder groups or customer demands. Multiple decisions across the organisation lead to a proliferation of technology acquisitions, subscriptions, and customised builds. Sometimes through shadow technology or senior stakeholder intervention and often implemented without a clear technology vision, strategy or process. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Then one day, the organisation reaches a critical inflection point. A raft of customised features makes specific tech difficult for one department to lose and difficult for others to adopt; big license fees and even bigger development costs roll on and on; and pathways for future upgrades become challenging , while shiny new projects with big budgets and unknown returns continue to make an appearance.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"This dilemma is all too familiar. You want to create a seamless digital customer experience, but your organisation’s system, architecture, design, and technology stacks aren’t up to scratch. And the level of investment needed to resolve the biggest issues just isn’t there, or so it seems.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"So, how do we make the business case for investing in a simplified technology system?","spans":[],"direction":"ltr"},{"type":"heading2","text":"Step 1: Build your business case","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Getting to grips with how your organisation plans their finances, makes financial decisions (and when), knowing who the key stakeholders are and how they sign-off budgets will be paramount to a successful business case submission.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Typically, finances are divided between CapEx—longer-term investments—and OpEx—ongoing, recurring costs associated with day-to-day business operations. Technology infrastructure and product teams normally fall under OpEx. The challenge you may face is that addressing technical debt often requires investment beyond an organisation’s typical operations budget. Aligning technical debt investment to CapEx is usually the best approach if increasing OpEx is not an option.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Additionally, you will want to align your technical legacy debt business case with customer and organisational needs, as well as the longer-term vision and strategy. Piggybacking on a new initiative with a senior sponsor can sometimes provide the best opportunities for investment. However, to make your business case robust, it must demonstrate the ability to address organisational pain points.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Step 2: Identify the pain points of legacy tech","spans":[{"start":0,"end":47,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"If you’ve found yourself at this juncture, chances are the pain points have now become detrimental to business intelligence, operational efficiencies and business progress and momentum.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"And while it may seem like an insurmountable challenge, figuring out where legacy systems are creating the biggest obstacles is the crucial next step. Making the business case to upgrade your legacy technology is often a matter of prioritising value, agility and innovation – or a combination of the three.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Value","spans":[{"start":0,"end":5,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"This is one of the most common themes we observe, and wasted costs can be traced to several sources. Legacy systems are often bloated by nature due to disparate procurement, ineffective technology direction-setting, and ‘new’ sponsored initiatives taking precedence over longer-term business needs.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"However, finding a pathway to remove tech legacy debt can unlock a wealth of value for the organisation, through operational cost savings, revenue growth, risk avoidance and productivity improvements.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Agility","spans":[{"start":0,"end":7,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"The time required to navigate and untangle legacy systems often forces businesses to compromise on pace and scale. This creates a knock-on effect, with cross-functional teams spending time problem-solving and compensating for incompatible technology. Aligning a business case to improve agility to drive operational effectiveness, meet customer demands, and enable business change can deliver reliable returns on investment and enhance business-as-usual processes.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Innovation","spans":[{"start":0,"end":10,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Lastly, legacy debt has an impact on innovation and delivering progressive change for the business. With resources stretched thin, you may find that you’re left with little opportunity to respond to what your customers want or expect.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"However, aligning your business case with innovation can unlock new business intelligence, processes, and practices that drive forward leaps in understanding, business transformation, and value creation. Placing innovation at the heart of the business case can provide competitive advantages, operational efficiencies, and growth.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Step 3: Breaking the back of tech legacy debt","spans":[],"direction":"ltr"},{"type":"paragraph","text":"We help organisations with this all the time.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"While there is no one-click solution to defeating legacy systems, there are methodical and measured approaches we can take. Experience has shown us that keeping objectives simple, and focused on the areas that matter most, go a long way in solving typical challenges like these.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The first step is often the hardest: seeking investment to untangle the web of legacy tech. However, aligning your business case with your business and customer needs, your organisation’s long-term vision and goals, piggybacking on new initiatives, and demonstrating impact can help you unlock long-term value.If you’ve found yourself in an uphill battle with complicated tech systems or believe your organisation is road-blocked by old tech, Great State works with you to explore the best solutions for your technology challenges, legacy systems, and beyond.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Start a conversation","spans":[{"start":0,"end":20,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"No fuss. No red tape. Get in touch with your partner in progress today.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"harry.birch@greatstate.co","spans":[{"start":0,"end":25,"type":"hyperlink","data":{"link_type":"Web","url":"mailto:harry.birch@greatstate.co","target":"_blank"}}],"direction":"ltr"},{"type":"paragraph","text":" ","spans":[],"direction":"ltr"}]}}],"_meta":{"uid":"what-is-legacy-tech-costing-you"}}},{"node":{"article_type":"Opinion","title":[{"type":"heading1","text":"Getting unstuck: Logical problems, meet creativity","spans":[{"start":8,"end":15,"type":"strong"},{"start":40,"end":50,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"If you're stuck on a particular problem, what's the worst possible idea you can come up with to solve it? It might just be your answer to making progress. Read on to find out why.","spans":[],"direction":"ltr"}],"seodescription":null,"seotitle":null,"author":{"__typename":"PRISMIC_Person","name":"Helen Evans","job_title":"Lead Strategist","profile_picture":null},"published":"2024-10-30","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZyIL1q8jQArT0BIP_BLOGHEADERS1808x1016px-15-.png?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/c3459c0895d02390af6cc79f29c271c6/ea5de/ZyIL1q8jQArT0BIP_BLOGHEADERS1808x1016px-15-.png","srcSet":"/static/c3459c0895d02390af6cc79f29c271c6/6b0e5/ZyIL1q8jQArT0BIP_BLOGHEADERS1808x1016px-15-.png 200w,\n/static/c3459c0895d02390af6cc79f29c271c6/a489e/ZyIL1q8jQArT0BIP_BLOGHEADERS1808x1016px-15-.png 400w,\n/static/c3459c0895d02390af6cc79f29c271c6/ea5de/ZyIL1q8jQArT0BIP_BLOGHEADERS1808x1016px-15-.png 800w,\n/static/c3459c0895d02390af6cc79f29c271c6/b36f0/ZyIL1q8jQArT0BIP_BLOGHEADERS1808x1016px-15-.png 1200w,\n/static/c3459c0895d02390af6cc79f29c271c6/cfd9e/ZyIL1q8jQArT0BIP_BLOGHEADERS1808x1016px-15-.png 1600w,\n/static/c3459c0895d02390af6cc79f29c271c6/96abc/ZyIL1q8jQArT0BIP_BLOGHEADERS1808x1016px-15-.png 1808w","srcWebp":"/static/c3459c0895d02390af6cc79f29c271c6/0c129/ZyIL1q8jQArT0BIP_BLOGHEADERS1808x1016px-15-.webp","srcSetWebp":"/static/c3459c0895d02390af6cc79f29c271c6/0e93d/ZyIL1q8jQArT0BIP_BLOGHEADERS1808x1016px-15-.webp 200w,\n/static/c3459c0895d02390af6cc79f29c271c6/2259f/ZyIL1q8jQArT0BIP_BLOGHEADERS1808x1016px-15-.webp 400w,\n/static/c3459c0895d02390af6cc79f29c271c6/0c129/ZyIL1q8jQArT0BIP_BLOGHEADERS1808x1016px-15-.webp 800w,\n/static/c3459c0895d02390af6cc79f29c271c6/45222/ZyIL1q8jQArT0BIP_BLOGHEADERS1808x1016px-15-.webp 1200w,\n/static/c3459c0895d02390af6cc79f29c271c6/1f191/ZyIL1q8jQArT0BIP_BLOGHEADERS1808x1016px-15-.webp 1600w,\n/static/c3459c0895d02390af6cc79f29c271c6/70720/ZyIL1q8jQArT0BIP_BLOGHEADERS1808x1016px-15-.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"getting-unstuck-how-creative-strategy-solves-logic"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Charitable choices: Using digital to cultivate support","spans":[{"start":11,"end":18,"type":"strong"},{"start":26,"end":33,"type":"strong"},{"start":47,"end":54,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Charities need to successfully build connections with the public to cultivate support. It takes time to do so, and its a complicated process, but digital can sit at the heart of your strategy.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Helen Evans","job_title":"Lead Strategist"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZxdgL4F3NbkBXy7c_7.png?auto=format,compress"},"article_type":"Opinion","published":"2024-10-22","link":{"uid":"charitable-choices-using-digital-to-cultivate-supp"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZxdgL4F3NbkBXy7c_7.png?auto=format,compress"},"_meta":{"uid":"charitable-choices-using-digital-to-cultivate-supp"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Helen Evans, BIMA 100 and some Great Strategy ","spans":[{"start":0,"end":46,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"Lead Strategist, Helen Evans, has only gone and won a BIMA 100! She gives the low down on what it's like to be a strategist at Great State. ","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Helen Evans","job_title":"Lead Strategist"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/1871b1da-482c-4709-b2bf-0b4e26b65ef5_MicrosoftTeams-image+%2815%29.png?auto=compress,format"},"article_type":"News","published":"2022-05-19","link":{"uid":"helen-evans-bima-100"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/1871b1da-482c-4709-b2bf-0b4e26b65ef5_MicrosoftTeams-image+%2815%29.png?auto=compress,format"},"_meta":{"uid":"helen-evans-bima-100"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Dark Sites: The hidden page that could save your company","spans":[{"start":16,"end":27,"type":"strong"},{"start":39,"end":43,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"A Dark Site is a powerful tool in your crisis management arsenal that could make all the difference when disaster strikes. In this latest blog, Fame tells us more.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Fame Razak","job_title":"Head of Engineering"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Zw1AXoF3NbkBXahr_BLOGHEADERS1808x1016px-14-.png?auto=format,compress"},"article_type":"Tech","published":"2024-10-15","link":{"uid":"the-hidden-web-page-that-could-save-your-company"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Zw1AXoF3NbkBXahr_BLOGHEADERS1808x1016px-14-.png?auto=format,compress"},"_meta":{"uid":"the-hidden-web-page-that-could-save-your-company"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Scientists and artists, though rarely thought of in the same breath, share a time-honoured process. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"It's a process that starts with just an idea – a hypothesis that suggests, “if this, then that”. Having that idea, creating your hypothesis, testing it, and shifting it is what creates the meaningful progress, but it a portrait or an experiment. And your business strategy is no different. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Helen is one of our Lead Strategists and she cut her teeth at Great State working with the Royal Navy on a huge transformation programme called MyNavy.  ","spans":[{"start":144,"end":150,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.greatstate.co/work/casestudy/my-navy","target":"_blank"}}],"direction":"ltr"},{"type":"paragraph","text":"Public Sector organisations are large, complex, often slow moving and swathed in rules and processes. So she's better placed than anyone to say that creativity, and creative thinking, can be the secret weapon to unlocking progress to those trickier, more 'logical' problems. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Over to Helen...","spans":[],"direction":"ltr"},{"type":"heading2","text":"What is “creativity”?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"California State University defines “creativity” as “the tendency to generate or recognise ideas, alternatives, or possibilities that may be useful in solving problems, communicating with others, and entertaining ourselves and others.”","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Yet, for some, creativity, and creative skills are perceived by something ephemeral and fluffy. Or perhaps a talent or way of thinking only available to a select few? For better or for worse, creativity has a strong reputation. But it’s a limited one.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Creativity has always been the answer to our most dull and mundane problems. And the key to our most life-changing and innovative solutions. It’s, quite literally, the thing that’s kept humanity growing and learning. When it comes down to it, human beings are pros at problem-solving. And we do it by tapping into our creative thinking.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"There are a couple of types of 'creativity' to know about, in fact there's a whole expansive field of academic research on the area. For the purposes of this article, I'm going to focus on three of the most recognised types: divergent, convergent and lateral thinking.","spans":[],"direction":"ltr"},{"type":"list-item","text":"The goal of ideation is disruption – sparking lots of potential ideas that can then be validated and refined at a later date. This is known as divergent thinking.","spans":[],"direction":"ltr"},{"type":"list-item","text":"Convergent thinking tries to understand the blockers and enablers of a problem, usually with first-person participants, allowing us to prioritise possible solutions.","spans":[],"direction":"ltr"},{"type":"list-item","text":"Thinking outside the box is associated with lateral thinking, the problem-solving strategy that looks for indirect and creative solutions that aren’t always immediately obvious.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Overall, lateral and creative thinking encourages you to see the restrictions of earlier solutions and then seeks to cross those boundaries. In doing so, you disrupt existing patterns of behaviour.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Why bother with creative strategy?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"There’s a famous quote credited to German military strategist, Helmuth von Moltke. It roughly translates to, “No battle plan survives contact with the enemy.” In short, the best laid plans often go awry.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"In strategy and business, this is no less true. To counter it, you need a bit of creativity: starting with, but not limited to, flexibility with resources and rapid decision-making in the face of evolving circumstances. This approach to strategy will continue to reveal unexpected solutions and encourage innovation – in even those trickier, slower, stickier sectors and projects.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"While having a plan is important, your very survival boils down to your ability to adapt at pace on the battlefield.","spans":[],"direction":"ltr"},{"type":"heading2","text":"How do strategy and creativity come together?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Here's a good example. Great State was tasked with coming up with a new way for the Royal Navy and Royal Air Force to order their kit. Working with the Second Sealord, we were given 12 weeks to get to MVP.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The task was to reduce the frustration and time waste caused by the existing customer experience. For personnel, ordering kit was notoriously painful and discovery revealed many of those pain points: over-involved manual processes, confusion around sizing, and inconsistent experiences across the physical stores – to name a few.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"For example, if you had new kit to collect, but also wanted to check on the availability of more stock, you would have to do this in two separate stores. Not to mention, opening hours for these stores weren’t readily available. The experience was stuck.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"We spent time interviewing people from across the Service, to put years of their experience into context. And then we started thinking laterally – looking to see which existing processes, patterns of behaviour, and even Defence policy were ripe for disruption. We questioned everything until we found those self-imposed boundaries, the ones predicated on the idea that “we’ve always done it that way.”","spans":[],"direction":"ltr"},{"type":"paragraph","text":"In the end, the solution was simple: a click-and-collect service, accessible anywhere in the world from any personal device. It gave personnel the convenience to place an order to their preferred UK store, provided transparency around stock availability and store opening hours, and empowered their decision-making with a useful measurement and sizing tool.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Old habits and systems had fostered a tangled problem. Lateral thinking and creative problem-solving led us to the answer with the biggest impact.","spans":[],"direction":"ltr"},{"type":"heading2","text":"How do you unleash your creative genius?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"It can be really tricky to try and 'unstick' your thinking. Old habits die hard, if you solved a problem using one method before, it should work again... right? ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Here are three different ideation methods we regularly use for strategic thinking at Great State that can unlock a whole load of progress.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Worst possible idea","spans":[{"start":0,"end":19,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Purposefully seek the worst solutions to the problem at hand. Start by brainstorming as many terrible ideas as possible, and then examine these ideas to identify suitable opposing solutions. By looking at what doesn’t work, you can often spark insight into what could.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Brain-writing","spans":[{"start":0,"end":13,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Brainstorming solutions, round-robin style. Instead of sharing ideas out loud, you ask participants to write down their own ideas. Then, they each take a turn to share. A collective and considered response takes shape as participants build on each other’s ideas.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Scamper","spans":[{"start":0,"end":7,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"SCAMPER stands for: Substitute, Combine, Adapt, Modify, Put To Another Use, Eliminate, and Reverse. You’ll use these 7 different prompts to reimagine and understand how an existing product, service, concept, or more can be improved or innovated further.","spans":[{"start":20,"end":98,"type":"em"}],"direction":"ltr"},{"type":"heading2","text":"Ready to get unstuck? ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Hopefully this blog has given you a starter for ten, but a problem shared is a problem halved, so if you have a project or a problem weighing on your mind and you can do with a helping hand from the Strategy team at Great State. Send us an email at hello@greatstate.co.","spans":[{"start":249,"end":268,"type":"strong"}],"direction":"ltr"}]}}],"_meta":{"uid":"getting-unstuck-how-creative-strategy-solves-logic"}}},{"node":{"article_type":"Opinion","title":[{"type":"heading1","text":"Charitable choices: Using digital to cultivate support","spans":[{"start":11,"end":18,"type":"strong"},{"start":26,"end":33,"type":"strong"},{"start":47,"end":54,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Charities need to successfully build connections with the public to cultivate support. It takes time to do so, and its a complicated process, but digital can sit at the heart of your strategy.","spans":[],"direction":"ltr"}],"seodescription":null,"seotitle":null,"author":{"__typename":"PRISMIC_Person","name":"Helen Evans","job_title":"Lead Strategist","profile_picture":null},"published":"2024-10-22","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZxdgL4F3NbkBXy7c_7.png?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/3af3bc4694bb7f3c3440d282667ba9fc/ea5de/ZxdgL4F3NbkBXy7c_7.png","srcSet":"/static/3af3bc4694bb7f3c3440d282667ba9fc/6b0e5/ZxdgL4F3NbkBXy7c_7.png 200w,\n/static/3af3bc4694bb7f3c3440d282667ba9fc/a489e/ZxdgL4F3NbkBXy7c_7.png 400w,\n/static/3af3bc4694bb7f3c3440d282667ba9fc/ea5de/ZxdgL4F3NbkBXy7c_7.png 800w,\n/static/3af3bc4694bb7f3c3440d282667ba9fc/b36f0/ZxdgL4F3NbkBXy7c_7.png 1200w,\n/static/3af3bc4694bb7f3c3440d282667ba9fc/cfd9e/ZxdgL4F3NbkBXy7c_7.png 1600w,\n/static/3af3bc4694bb7f3c3440d282667ba9fc/96abc/ZxdgL4F3NbkBXy7c_7.png 1808w","srcWebp":"/static/3af3bc4694bb7f3c3440d282667ba9fc/0c129/ZxdgL4F3NbkBXy7c_7.webp","srcSetWebp":"/static/3af3bc4694bb7f3c3440d282667ba9fc/0e93d/ZxdgL4F3NbkBXy7c_7.webp 200w,\n/static/3af3bc4694bb7f3c3440d282667ba9fc/2259f/ZxdgL4F3NbkBXy7c_7.webp 400w,\n/static/3af3bc4694bb7f3c3440d282667ba9fc/0c129/ZxdgL4F3NbkBXy7c_7.webp 800w,\n/static/3af3bc4694bb7f3c3440d282667ba9fc/45222/ZxdgL4F3NbkBXy7c_7.webp 1200w,\n/static/3af3bc4694bb7f3c3440d282667ba9fc/1f191/ZxdgL4F3NbkBXy7c_7.webp 1600w,\n/static/3af3bc4694bb7f3c3440d282667ba9fc/70720/ZxdgL4F3NbkBXy7c_7.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"charitable-choices-using-digital-to-cultivate-supp"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Helen Evans, BIMA 100 and some Great Strategy ","spans":[{"start":0,"end":46,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"Lead Strategist, Helen Evans, has only gone and won a BIMA 100! She gives the low down on what it's like to be a strategist at Great State. ","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Helen Evans","job_title":"Lead Strategist"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/1871b1da-482c-4709-b2bf-0b4e26b65ef5_MicrosoftTeams-image+%2815%29.png?auto=compress,format"},"article_type":"News","published":"2022-05-19","link":{"uid":"helen-evans-bima-100"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/1871b1da-482c-4709-b2bf-0b4e26b65ef5_MicrosoftTeams-image+%2815%29.png?auto=compress,format"},"_meta":{"uid":"helen-evans-bima-100"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Pre-Discovery: Ask better questions, get better answers","spans":[{"start":0,"end":14,"type":"strong"},{"start":18,"end":25,"type":"strong"},{"start":26,"end":35,"type":"strong"},{"start":41,"end":47,"type":"strong"},{"start":48,"end":55,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Introducing the Pre-Discovery. The essential, but often over-looked process that helps you ask the right questions, to get the best answers.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Tom Kingham","job_title":"Client Partner"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZqDWAR5LeNNTxc9I_BLOGHEADERS1808x1016px-9-.png?auto=format,compress"},"article_type":"Opinion","published":"2024-07-24","link":{"uid":"pre-discovery-ask-better-questions-get-better-answers"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZqDWAR5LeNNTxc9I_BLOGHEADERS1808x1016px-9-.png?auto=format,compress"},"_meta":{"uid":"pre-discovery-ask-better-questions-get-better-answers"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"State of Social 09: Back to School edition ","spans":[{"start":9,"end":15,"type":"strong"},{"start":20,"end":35,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"The copycat war between Instagram and TikTok rolls on. Did someone say 'new sonic identity'? Instagram did. Find out what it's all about and more in this latest edition of The State of Social.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Verity Hyde","job_title":"Social Media Manager"},"thumbnail":{"dimensions":{"width":7232,"height":4064},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZwZHzIF3NbkBXDbW_StateofSocialBlogPost-12-.jpg?auto=format,compress"},"article_type":"News","published":"2024-10-09","link":{"uid":"state-of-social-09-back-to-school-edition-"},"image":{"dimensions":{"width":7232,"height":4064},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZwZHzIF3NbkBXDbW_StateofSocialBlogPost-12-.jpg?auto=format,compress"},"_meta":{"uid":"state-of-social-09-back-to-school-edition-"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Building meaningful connections with a public that does not easily understand or embrace a particular idea takes time and, often, a more nuanced approach to traditional strategies.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"This is true even for sectors outside of charity. For instance, have you ever considered why someone might choose to work on a confined, remote, and noisy submarine?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"We have. And the same blueprints can be applied when trying to raise support for your charitable cause – whether its overlooked, misunderstood, or stigmatised.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"In this break down, we'll look at ways to foster trust, overcome stigma, drive affinity, and leverage digital to create meaningful experiences for potential supporters – particularly, when they least expect it.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Trust","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Let’s start by thinking about trust. Sometimes, it can feel like the digital era is characterised by an absence of it. We find ourselves battling misinformation, fraud, hacking, and a lot more – every day.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"When you picture a traditional bank in the UK, what do you see? Is it a large, unmovable, stone building with imposing Grecian columns?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"This image is how banks used to articulate their trustworthiness: an impenetrable stone box designed to protect people’s wealth. Sheer strength.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"But today, our money is not easily expressed in physical terms. Cash - if you remember it - is now abstract. It’s in our property, possessions, and pay-cheques. Or the coffee-shop loyalty scheme.  A banknote is now a symbol of a promise, much like a wedding ring. And you wouldn't accept a promise – or its symbol – from someone you didn’t trust.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Today, the trustworthy UK bank is the app on your phone. And it builds that trustworthiness through transparency and tangibility – giving you immediate access to your finances and the institution itself. The impenetrable stone box begins to lose its meaning and its relevance.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"When it comes to charities, supporters want reassurance that their donations are both impactful and safe: no one wants to pay for paper clips or learn that their money has been misused.","spans":[],"direction":"ltr"},{"type":"heading4","text":"How digital can help establish trust","spans":[],"direction":"ltr"},{"type":"paragraph","text":"As with banking, digital enables charities to provide visibility and demonstrate trustworthiness. It also simplifies the task of identifying and reaching people with different appetites for risk, by allowing us to conduct one-on-one relationships with potential supporters. Once established, we can tune that relationship based on factors as complicated as their attitude towards organisational trust.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Stigma","spans":[],"direction":"ltr"},{"type":"paragraph","text":"So, what about stigma? It is a notoriously difficult and far-reaching challenge. And while there is no single solution, it is not an immovable obstacle. Just a tricky one.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Today, people are much more likely to engage in stigmatised subjects, even if they have no skin in the game. Or, at the very least, digital media allows us to see the behaviour in action more clearly.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Consider menopause. Traditionally seen as an ‘uncomfortable’ subject, more and more people are ready to talk about it, including those currently experiencing symptoms, those preparing for their future experience, as well as partners, children, etc. And with that open dialogue, comes enlightenment – even people with firsthand experiences may be unaware of certain symptoms, their impact, and how experiences can differ depending on your genetic background. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"This willingness, and want, to engage in sensitive causes – whether they directly affect the individual or not – has been observed in even more prominent contexts: from social injustice with Black Lives Matter to violence against women with #ReclaimTheStreets.","spans":[],"direction":"ltr"},{"type":"heading4","text":"How digital can help overcome stigma","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The digital era has made it far more possible for people to find one another, share views, come together, and mobilise. For charities working with sensitive subjects, this makes it more possible than ever to find the right audience and the right support. In this era, we can empower people to tackle the stigma head on.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Affinity","spans":[],"direction":"ltr"},{"type":"paragraph","text":"How do we nurture engagement amongst supporters?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Think of an egg in a pan. These are your supporters.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"In the egg yolk are hardcore supporters – people who strongly identify with the charity and its cause. In the egg white are orbiting supporters – people who don’t have a direct connection to the cause but may know someone who does, or who may passively assign value to the cause. Finally, there’s the pan – the people with no connection to your charity whatsoever, who could realistically support any given cause.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"You could, if you haven't already, come up with an estimated percentage to represent the relative sizes of all three groups, as they relate to your organisation.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Here’s a common one: 10% of your total possible support base are hardcore supporters, while 30% are orbiting supporters. That leaves 60% outside of either core group – the majority of total potential supporters.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"So, is this a characteristic exclusive to the charity sector and niche causes?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Let’s look to B2B for an external perspective. Current research suggests that when B2B buyers are considering a purchase, they spend 27% of their time researching online and only 5% connected to a sales rep. You might think that the solution here is simple: increase digital spending to make the most of that 27%.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"But – these figures only apply to active purchasers, who account for only 5% of the market. That’s 95% of the potential market completely ignored.","spans":[],"direction":"ltr"},{"type":"heading4","text":"How digital can help build affinity","spans":[],"direction":"ltr"},{"type":"paragraph","text":"In the digital era, people rely heavily on self-instigated research. To bring people to a cause, we need to build affinity with people we don't know and who don't know us. The real opportunity is to reach far beyond core supporters – into groups that are not currently searching for the cause and don't look anything like average supporters.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Framing the challenge and leveraging digital","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Once we’ve identified our unknown potential supporters – that 95% figure – how do we reach and engage with them? Consider the three ‘A’s: Awake, Aware, Active.","spans":[],"direction":"ltr"},{"type":"heading4","text":"How do we awake people to a cause?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The WWF is all about animal conservation. People are all about cute animals. Enter: the cute, cuddly, and at-risk giant panda. Less about the hard sell and more about finding meaningful common interests, opening people’s eyes to a cause comes from identifying a shared commonality. It’s the intersection of what you're interested in and what potential supporters’ are interested in.","spans":[{"start":126,"end":127,"type":"strong"}],"direction":"ltr"},{"type":"heading4","text":"How do we make them aware of the efforts of the cause?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"People familiar with Richard Branson’s story – and business in general – may see risk and failure as an inevitable ingredient for innovation. Their awareness of his past failures and eventual success gives them a reason to trust. They, in turn, become proponents of his innovation – and have a place in the cause. This is, arguably, a more powerful audience than one based on hard demographics.","spans":[],"direction":"ltr"},{"type":"heading4","text":"How do we encourage them to be active in supporting the cause?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Do you recall the ice bucket challenge? Of course you do. Because it followed the three ‘A’s. The viral 2014 campaign raised awareness for motor neuron disease (or ALS) by establishing affinity, breaking down stigma, and building trust. Once commonality and trust were established, inviting people to do something gave them a tangible means by which to measure their own impact.","spans":[],"direction":"ltr"},{"type":"heading2","text":"So, what do you think?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"If you want to learn more about the ways in which digital experience can help to generate awareness and cultivate support for your organisation, get in touch. ","spans":[{"start":145,"end":158,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.greatstate.co/contact","target":"_blank"}}],"direction":"ltr"}]}}],"_meta":{"uid":"charitable-choices-using-digital-to-cultivate-supp"}}},{"node":{"article_type":"Opinion","title":[{"type":"heading1","text":"How to create and integrate an accessibility agenda","spans":[{"start":7,"end":13,"type":"strong"},{"start":18,"end":27,"type":"strong"},{"start":31,"end":44,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"For a website to meet the demands of its existing and potential customers, it must cater to any access need. Today, over 70% of UK based websites don't do that. Read on to find out what you can do. ","spans":[],"direction":"ltr"}],"seodescription":null,"seotitle":null,"author":{"__typename":"PRISMIC_Person","name":"Katie Bird","job_title":"Account Director","profile_picture":null},"published":"2024-09-24","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZvQLTbVsGrYSv8Wk_BLOGHEADERS1808x1016px-13-.png?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/df69cfb3e088e23fefbee9e1f9d529cf/ea5de/ZvQLTbVsGrYSv8Wk_BLOGHEADERS1808x1016px-13-.png","srcSet":"/static/df69cfb3e088e23fefbee9e1f9d529cf/6b0e5/ZvQLTbVsGrYSv8Wk_BLOGHEADERS1808x1016px-13-.png 200w,\n/static/df69cfb3e088e23fefbee9e1f9d529cf/a489e/ZvQLTbVsGrYSv8Wk_BLOGHEADERS1808x1016px-13-.png 400w,\n/static/df69cfb3e088e23fefbee9e1f9d529cf/ea5de/ZvQLTbVsGrYSv8Wk_BLOGHEADERS1808x1016px-13-.png 800w,\n/static/df69cfb3e088e23fefbee9e1f9d529cf/b36f0/ZvQLTbVsGrYSv8Wk_BLOGHEADERS1808x1016px-13-.png 1200w,\n/static/df69cfb3e088e23fefbee9e1f9d529cf/cfd9e/ZvQLTbVsGrYSv8Wk_BLOGHEADERS1808x1016px-13-.png 1600w,\n/static/df69cfb3e088e23fefbee9e1f9d529cf/96abc/ZvQLTbVsGrYSv8Wk_BLOGHEADERS1808x1016px-13-.png 1808w","srcWebp":"/static/df69cfb3e088e23fefbee9e1f9d529cf/0c129/ZvQLTbVsGrYSv8Wk_BLOGHEADERS1808x1016px-13-.webp","srcSetWebp":"/static/df69cfb3e088e23fefbee9e1f9d529cf/0e93d/ZvQLTbVsGrYSv8Wk_BLOGHEADERS1808x1016px-13-.webp 200w,\n/static/df69cfb3e088e23fefbee9e1f9d529cf/2259f/ZvQLTbVsGrYSv8Wk_BLOGHEADERS1808x1016px-13-.webp 400w,\n/static/df69cfb3e088e23fefbee9e1f9d529cf/0c129/ZvQLTbVsGrYSv8Wk_BLOGHEADERS1808x1016px-13-.webp 800w,\n/static/df69cfb3e088e23fefbee9e1f9d529cf/45222/ZvQLTbVsGrYSv8Wk_BLOGHEADERS1808x1016px-13-.webp 1200w,\n/static/df69cfb3e088e23fefbee9e1f9d529cf/1f191/ZvQLTbVsGrYSv8Wk_BLOGHEADERS1808x1016px-13-.webp 1600w,\n/static/df69cfb3e088e23fefbee9e1f9d529cf/70720/ZvQLTbVsGrYSv8Wk_BLOGHEADERS1808x1016px-13-.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"how-to-create-and-integrate-an-accessibility-agenda"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Boost Conversions And Cut Emissions Through Smarter Design","spans":[{"start":0,"end":5,"type":"strong"},{"start":23,"end":25,"type":"strong"},{"start":43,"end":51,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Did you know that the colour blue uses 25% more power on screen than red? Good to know, right? This blog is part 2-part of our our sustainability series. Design smart, see the benefits. ","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Matt Powell","job_title":"Creative Director"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z-QJGXdAxsiBv7fx_delve3.png?auto=format,compress"},"article_type":"Tech","published":"2025-03-26","link":{"uid":"increase-conversions-and-decrease-emissions-design"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z-QJGXdAxsiBv7fx_delve3.png?auto=format,compress"},"_meta":{"uid":"increase-conversions-and-decrease-emissions-design"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"10 reasons to prioritise accessibility","spans":[{"start":0,"end":38,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"According to the World Health Organization (WHO), over 1 billion people worldwide live with some form of disability and that won’t include those with situational impairment. Vicki helps both private and public sector organisations solve problems with people at the heart, and for her, it starts with accessibility","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Vicki Angus","job_title":"Account Director"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/9a49c0c0-7691-4c54-8b58-adedbe9fdaf4_THESE+LIL+GUYS.jpg?auto=compress,format"},"article_type":"Opinion","published":"2023-06-08","link":{"uid":"11-reasons-to-prioritise-accessibility"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/9a49c0c0-7691-4c54-8b58-adedbe9fdaf4_THESE+LIL+GUYS.jpg?auto=compress,format"},"_meta":{"uid":"11-reasons-to-prioritise-accessibility"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Increase conversions and decrease emissions: The role of technology","spans":[{"start":0,"end":67,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Here we explore the benefits, recommendations, and developments relating to sustainable web development. Specifically, the role of technology.  Onwards. ","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Fame Razak","job_title":"Head of Engineering"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8cjiBsAHJWomGrE_BLOG3.png?auto=format,compress"},"article_type":"Tech","published":"2025-02-26","link":{"uid":"increase-conversions-decrease-conversionstech"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8cjiBsAHJWomGrE_BLOG3.png?auto=format,compress"},"_meta":{"uid":"increase-conversions-decrease-conversionstech"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"In order to truly serve your whole customer base, you need to be thinking about accessibility. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"If you knew that even one of your customers unable to access a certain area of your website, purchase a product or benefit from you support because they couldn't access the information they needed, you'd care about it, right? What about those people who aren't yet your customers, but are trying to be? ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"With more and more organisations digitalising now being the norm across sectors and products, there's a real risk of excluding certain user groups all together down to the fact they simply cannot, for whatever reason access the information, services or support they need. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"To paint the clearest picture on the impact of accessibility on digital customer experiences today, let’s take a look at some stats:","spans":[],"direction":"ltr"},{"type":"list-item","text":"11 million in the UK live with hearing loss","spans":[],"direction":"ltr"},{"type":"list-item","text":"More than 2 million people in the UK live with sight loss","spans":[],"direction":"ltr"},{"type":"list-item","text":"30% of people in the UK live with dexterity problems","spans":[],"direction":"ltr"},{"type":"list-item","text":"5 million adults in the UK struggle to read and write","spans":[],"direction":"ltr"},{"type":"list-item","text":"1 in 4 disabled adults in the UK have never used the internet","spans":[],"direction":"ltr"},{"type":"paragraph","text":"That's a lot of people we need to be thinking about when we're designing a digital experience. ","spans":[],"direction":"ltr"},{"type":"heading2","text":"Why you need an accessibility agenda","spans":[],"direction":"ltr"},{"type":"paragraph","text":"70% of websites in the UK are inaccessible. Many organisations are unaware that they fall short of industry standards. Those who are aware, often feel lost and overwhelmed with where to start on effective digital accessibility initiatives.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"An accessibility agenda serves both strategic and tactical goals. Our recent work with Versus Arthritis was driven by their organisational commitment to inclusive and equitable access for the 10 million people in the UK suffering from arthritis. But the impact of accessibility is not just limited to the non-profit sector or health organisations. Inclusive and equitable access to any digital customer experience directly increases reach, brand awareness, and usefulness for existing and future customers – no matter your audience.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"At this crucial juncture of digital development, all businesses and brands have an obligation to bring accessibility to the forefront of everything that they do. This starts with WCAG compliance for all digital solutions.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Assessing accessibility with an audit","spans":[],"direction":"ltr"},{"type":"paragraph","text":"An accessibility audit is the first step to improving the end user experience. It’s an extensive exercise that gives stakeholders a bird’s eye view of how an existing site stacks up to industry standards on equitable access. We often use a sample-based approach, examining the most critical pages along a user journey. A lighthouse report brings this data to life, providing a clear and consistent picture. With this, organisations can see which issues need urgent attention and take steps to prioritise short-term efforts. Versus Arthritis used the findings of their accessibility audit to approve an immediate sprint that applied fixes to the most crucial issues discovered – bringing them quickly up to standard on primary best practice for accessibility and compliance.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Understanding accessibility with workshops","spans":[],"direction":"ltr"},{"type":"paragraph","text":"With urgent compliance issues identified and addressed with an accessibility audit, you can now closely examine just how the website serves your customers, where it may need a boost, and how different areas of your organisation may need to think about inclusivity and equity in the customer experience. This is where internal workshops come into play, bringing together several stakeholders from across your organisation to map out a digital ecosystem that works for employees and customers. For Versus Arthritis, we delivered three individualised sessions that would become the foundation for a 3-year roadmap for strategy and implementation. Collective workshops like these are built on the principles of accessibility and inclusivity: ensuring an equal understanding of best practice standards across your organisation. They're brilliant for surfacing current and potential aspirations, discussing best practice standards and potential organisational activities, and establishing next steps.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Planning accessibility with user research","spans":[],"direction":"ltr"},{"type":"paragraph","text":"No accessibility agenda is complete without the people it’s meant to serve: the users. More often than not, organisations build an understanding of their user base with limited data, differing stakeholder perspectives, and misleading assumptions. When partnering with Versus Arthritis, we went straight to the heart of their community, interviewing a diverse set of users, including arthritis patients, their caregivers, and medical professionals. We were able to paint a more accurate picture of our audience, demystifying them and removing preconceptions about them. User research gives organisations concrete insights to guide their digital customer experience strategy and decision making. It illuminates more precisely what does and doesn’t work with key journeys, usability, and communication – leading to research-backed recommendations for website navigation, content, design, and user personas. From here, work streams can be easily prioritised and a backlog of future improvements agreed upon.","spans":[],"direction":"ltr"},{"type":"heading2","text":"The impact of accessibility on brands","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Creating an accessibility agenda is not just about meeting the minimum standards – although that’s a start. An impactful accessibility agenda is a well-researched and considered one, precise enough to quickly action short-term goals for compliance and in-depth enough to deliver on long-term goals that bring your digital customer experience in-line with brand values. It encourages conscious decision making within your organisation and enables more engagement from more users than ever before. Prioritising accessibility and inclusivity as part of your customer strategy isn't just about transforming how your audience interacts with you – it’s about transforming how they think about you.","spans":[],"direction":"ltr"},{"type":"heading2","text":"If you want a helping hand ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"When it comes to understanding your audiences, and how you can better serve them. Get in touch, we can get you going on the right path.  ","spans":[{"start":82,"end":94,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.greatstate.co/contact","target":"_blank"}}],"direction":"ltr"}]}}],"_meta":{"uid":"how-to-create-and-integrate-an-accessibility-agenda"}}},{"node":{"article_type":"Opinion","title":[{"type":"heading1","text":"Getting ready for the Data Act 2025","spans":[{"start":8,"end":14,"type":"strong"},{"start":22,"end":31,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"The European Union's Data Act 2025 is set to revolutionise the digital landscape. There are big risks around compliance and even bigger opportunity if you move at the right time. ","spans":[],"direction":"ltr"}],"seodescription":null,"seotitle":null,"author":{"__typename":"PRISMIC_Person","name":"Ben Murphy","job_title":"Client Services Director","profile_picture":null},"published":"2024-08-13","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZrTFkUaF0TcGIyJh_dataact.jpg?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/8543cd2151694bccc9f6ff60380bf756/d47f1/ZrTFkUaF0TcGIyJh_dataact.jpg","srcSet":"/static/8543cd2151694bccc9f6ff60380bf756/b5b92/ZrTFkUaF0TcGIyJh_dataact.jpg 200w,\n/static/8543cd2151694bccc9f6ff60380bf756/3ff6e/ZrTFkUaF0TcGIyJh_dataact.jpg 400w,\n/static/8543cd2151694bccc9f6ff60380bf756/d47f1/ZrTFkUaF0TcGIyJh_dataact.jpg 800w,\n/static/8543cd2151694bccc9f6ff60380bf756/86173/ZrTFkUaF0TcGIyJh_dataact.jpg 1200w,\n/static/8543cd2151694bccc9f6ff60380bf756/a5547/ZrTFkUaF0TcGIyJh_dataact.jpg 1600w,\n/static/8543cd2151694bccc9f6ff60380bf756/1bd97/ZrTFkUaF0TcGIyJh_dataact.jpg 1808w","srcWebp":"/static/8543cd2151694bccc9f6ff60380bf756/0c129/ZrTFkUaF0TcGIyJh_dataact.webp","srcSetWebp":"/static/8543cd2151694bccc9f6ff60380bf756/0e93d/ZrTFkUaF0TcGIyJh_dataact.webp 200w,\n/static/8543cd2151694bccc9f6ff60380bf756/2259f/ZrTFkUaF0TcGIyJh_dataact.webp 400w,\n/static/8543cd2151694bccc9f6ff60380bf756/0c129/ZrTFkUaF0TcGIyJh_dataact.webp 800w,\n/static/8543cd2151694bccc9f6ff60380bf756/45222/ZrTFkUaF0TcGIyJh_dataact.webp 1200w,\n/static/8543cd2151694bccc9f6ff60380bf756/1f191/ZrTFkUaF0TcGIyJh_dataact.webp 1600w,\n/static/8543cd2151694bccc9f6ff60380bf756/70720/ZrTFkUaF0TcGIyJh_dataact.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"getting-ready-for-the-data-act-2025"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Sitecore XP: Handling enterprise complexity with ease","spans":[{"start":21,"end":44,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"The larger your organisation, the more complex your digital ecosystem will be. Wherever you are on your enterprise journey, chances are there's a better way to be running things...","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Fame Razak","job_title":"Head of Engineering"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZrIAjkaF0TcGItke_BLOGHEADERS1808x1016px-10-.png?auto=format,compress"},"article_type":"Tech","published":"2024-08-06","link":{"uid":"sitecore-xp-handling-enterprise-complexity-with-ease"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZrIAjkaF0TcGItke_BLOGHEADERS1808x1016px-10-.png?auto=format,compress"},"_meta":{"uid":"sitecore-xp-handling-enterprise-complexity-with-ease"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Pre-Discovery: Ask better questions, get better answers","spans":[{"start":0,"end":14,"type":"strong"},{"start":18,"end":25,"type":"strong"},{"start":26,"end":35,"type":"strong"},{"start":41,"end":47,"type":"strong"},{"start":48,"end":55,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Introducing the Pre-Discovery. The essential, but often over-looked process that helps you ask the right questions, to get the best answers.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Tom Kingham","job_title":"Client Partner"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZqDWAR5LeNNTxc9I_BLOGHEADERS1808x1016px-9-.png?auto=format,compress"},"article_type":"Opinion","published":"2024-07-24","link":{"uid":"pre-discovery-ask-better-questions-get-better-answers"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZqDWAR5LeNNTxc9I_BLOGHEADERS1808x1016px-9-.png?auto=format,compress"},"_meta":{"uid":"pre-discovery-ask-better-questions-get-better-answers"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Enhancing Engagement with Sitecore Search","spans":[{"start":10,"end":20,"type":"strong"},{"start":26,"end":35,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"A frustrating search experience can be the difference between a loyal customer and a lost opportunity. Up there on the frustrating list? Not being able to find what you're searching for...","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Fame Razak","job_title":"Head of Engineering"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Zo02aR5LeNNTw8Cw_BLOGHEADERS1808x1016px.png?auto=format,compress"},"article_type":"Tech","published":"2024-07-09","link":{"uid":"enhancing-engagement-with-sitecore-search"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Zo02aR5LeNNTw8Cw_BLOGHEADERS1808x1016px.png?auto=format,compress"},"_meta":{"uid":"enhancing-engagement-with-sitecore-search"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"The European Union's Data Act 2025 is set to revolutionise the digital landscape. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"At Great State, we're paying close attention to its implementation and implications for our clients. This groundbreaking legislation promises to reshape how businesses interact with data – offering a wealth of opportunities alongside some significant challenges. We know what we're talking about when it comes to data and digital experience. So we're here to guide you through the benefits and risks of this new terrain.","spans":[],"direction":"ltr"},{"type":"heading2","text":"What's it all about?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The EU Data Act 2025 encourages the fair exchange of data within the single European market whilst protecting consumers rights. Achieving readiness presents big opportunities for businesses:","spans":[],"direction":"ltr"},{"type":"list-item","text":"Customer data value-exchange","spans":[],"direction":"ltr"},{"type":"list-item","text":"Improved customer experience","spans":[],"direction":"ltr"},{"type":"list-item","text":"Future-proofed data strategies and practices","spans":[],"direction":"ltr"},{"type":"list-item","text":"Efficient technical infrastructure and TOMs","spans":[],"direction":"ltr"},{"type":"paragraph","text":"But there are also big risks around compliance, with some hefty penalties (fines of €20m or 4% global turnover if greater) and some specific provisions for individual industries. So, balancing these will be paramount. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Here’s our guide to the benefits, risks, opportunities and how to stay ahead of the Data Act 2025.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Benefits","spans":[],"direction":"ltr"},{"type":"paragraph","text":"A customer-centric future: benefits for our clients","spans":[{"start":0,"end":51,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"The Data Act 2025 prioritises data accessibility, breaking down barriers that previously limited the scope of customer data available to businesses. This translates to a wealth of benefits for our clients.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Unparalleled customer insights:You'll be able to build personalised experiences based on a broader range of data sources. The Data Act will allow us to delve deeper into your customers' needs and behaviours, leading to hyper-personalised engagement strategies.","spans":[{"start":0,"end":31,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Innovation on demand: The Act fosters a culture of data sharing and processing, paving the way for a wave of groundbreaking CX solutions. We can leverage this to develop next-generation tools and platforms that translate data insights into powerful customer engagement strategies for your business.","spans":[{"start":0,"end":21,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"A more level playing field: The Data Act aims to end unfair data-sharing contracts that have historically favoured larger corporations. This creates a more equitable environment and potentially gives a leg up to nimble agile CX agencies like Great State. You'll have access to a wider pool of qualified agencies offering competitive solutions – without limitations on data access.","spans":[{"start":0,"end":27,"type":"strong"}],"direction":"ltr"},{"type":"heading2","text":"Risks","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Challenges and considerations: walking the compliance tightrope","spans":[{"start":0,"end":63,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Balancing data governance with GDPR: The act adds another factor to data compliance. Ensuring adherence to both the Data Act and the existing GDPR framework will require adjustments to your data management practices. Be prepared for potential changes in workflows and the need for dedicated compliance expertise.","spans":[{"start":0,"end":36,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"The data management maze: The act presents a significant number of new regulations to navigate. Figuring out compliance, while still delivering exceptional customer experiences, can feel overwhelming. That’s why Great State partners with you as data experts to help navigate this new terrain.","spans":[{"start":0,"end":25,"type":"strong"}],"direction":"ltr"},{"type":"heading2","text":"How to stay ahead","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Staying ahead of the curve: how we can help you thrive","spans":[{"start":0,"end":54,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"At Great State, we believe the key to success in this new era lies in both adaptation and a commitment to ethical data practices. Here are some strategies we can employ to help your business thrive:","spans":[],"direction":"ltr"},{"type":"list-item","text":"Transparency is crucial: We believe in being upfront and transparent about what data we collect and how we use it. Building trust with your customers is the cornerstone of any successful customer experience strategy.","spans":[{"start":0,"end":24,"type":"strong"}],"direction":"ltr"},{"type":"list-item","text":"Informed consent is essential: We empower your customers to make informed decisions. We'll ensure they understand your data collection processes and give their explicit consent before proceeding.","spans":[{"start":0,"end":30,"type":"strong"}],"direction":"ltr"},{"type":"list-item","text":"Privacy by design: We only collect the data you absolutely need to deliver exceptional customer experiences. Respecting privacy goes hand-in-hand with building trust and loyalty.","spans":[{"start":0,"end":18,"type":"strong"}],"direction":"ltr"},{"type":"list-item","text":"Embrace anonymised data: Whenever possible, we utilise anonymised or aggregated data sets to gain valuable insights, while safeguarding individual privacy.","spans":[{"start":0,"end":24,"type":"strong"}],"direction":"ltr"},{"type":"list-item","text":"Security first: Robust security measures are non-negotiable. We'll implement best practices to protect your users data from unauthorised access and breaches.","spans":[{"start":0,"end":15,"type":"strong"}],"direction":"ltr"},{"type":"list-item","text":"Respect user choice: Giving customers control over their data and how it's used, such as ‘opt-out requests,’ must be easy and clear.","spans":[{"start":0,"end":20,"type":"strong"}],"direction":"ltr"},{"type":"list-item","text":"Empower your customers: We help you provide clear avenues for your customers to access, manage, and control their data.","spans":[{"start":0,"end":23,"type":"strong"}],"direction":"ltr"},{"type":"list-item","text":"Prioritise non-personal data: Whenever possible, we use non-personal data to gain insights and personalise experiences. This allows for innovation while minimising privacy concerns.","spans":[{"start":0,"end":29,"type":"strong"}],"direction":"ltr"},{"type":"list-item","text":"Continuous improvement: We’re committed to regularly auditing your data practices and seeking ways to enhance them. We'll keep you up-to-date with the latest regulations and industry standards.","spans":[{"start":0,"end":23,"type":"strong"}],"direction":"ltr"},{"type":"heading2","text":"Getting ready","spans":[],"direction":"ltr"},{"type":"paragraph","text":"This is an exciting time to rethink the customer experience. While the Data Act 2025 presents its share of challenges and opportunities, embracing a data-driven approach that prioritises privacy can place organisations and businesses at the forefront of a digital revolution.","spans":[{"start":118,"end":122,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"At Great State, we're here to help you navigate the complexities of the Data Act and unlock its full potential to create exceptional customer experiences. Get in touch for more information.","spans":[{"start":155,"end":167,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.greatstate.co/contact","target":"_blank"}}],"direction":"ltr"}]}}],"_meta":{"uid":"getting-ready-for-the-data-act-2025"}}},{"node":{"article_type":"Opinion","title":[{"type":"heading1","text":"Pre-Discovery: Ask better questions, get better answers","spans":[{"start":0,"end":14,"type":"strong"},{"start":18,"end":25,"type":"strong"},{"start":26,"end":35,"type":"strong"},{"start":41,"end":47,"type":"strong"},{"start":48,"end":55,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Introducing the Pre-Discovery. The essential, but often over-looked process that helps you ask the right questions, to get the best answers.","spans":[],"direction":"ltr"}],"seodescription":null,"seotitle":null,"author":{"__typename":"PRISMIC_Person","name":"Tom Kingham","job_title":"Client Partner","profile_picture":null},"published":"2024-07-24","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZqDWAR5LeNNTxc9I_BLOGHEADERS1808x1016px-9-.png?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/5eec5a71cae700940801144438bffba5/ea5de/ZqDWAR5LeNNTxc9I_BLOGHEADERS1808x1016px-9-.png","srcSet":"/static/5eec5a71cae700940801144438bffba5/6b0e5/ZqDWAR5LeNNTxc9I_BLOGHEADERS1808x1016px-9-.png 200w,\n/static/5eec5a71cae700940801144438bffba5/a489e/ZqDWAR5LeNNTxc9I_BLOGHEADERS1808x1016px-9-.png 400w,\n/static/5eec5a71cae700940801144438bffba5/ea5de/ZqDWAR5LeNNTxc9I_BLOGHEADERS1808x1016px-9-.png 800w,\n/static/5eec5a71cae700940801144438bffba5/b36f0/ZqDWAR5LeNNTxc9I_BLOGHEADERS1808x1016px-9-.png 1200w,\n/static/5eec5a71cae700940801144438bffba5/cfd9e/ZqDWAR5LeNNTxc9I_BLOGHEADERS1808x1016px-9-.png 1600w,\n/static/5eec5a71cae700940801144438bffba5/96abc/ZqDWAR5LeNNTxc9I_BLOGHEADERS1808x1016px-9-.png 1808w","srcWebp":"/static/5eec5a71cae700940801144438bffba5/0c129/ZqDWAR5LeNNTxc9I_BLOGHEADERS1808x1016px-9-.webp","srcSetWebp":"/static/5eec5a71cae700940801144438bffba5/0e93d/ZqDWAR5LeNNTxc9I_BLOGHEADERS1808x1016px-9-.webp 200w,\n/static/5eec5a71cae700940801144438bffba5/2259f/ZqDWAR5LeNNTxc9I_BLOGHEADERS1808x1016px-9-.webp 400w,\n/static/5eec5a71cae700940801144438bffba5/0c129/ZqDWAR5LeNNTxc9I_BLOGHEADERS1808x1016px-9-.webp 800w,\n/static/5eec5a71cae700940801144438bffba5/45222/ZqDWAR5LeNNTxc9I_BLOGHEADERS1808x1016px-9-.webp 1200w,\n/static/5eec5a71cae700940801144438bffba5/1f191/ZqDWAR5LeNNTxc9I_BLOGHEADERS1808x1016px-9-.webp 1600w,\n/static/5eec5a71cae700940801144438bffba5/70720/ZqDWAR5LeNNTxc9I_BLOGHEADERS1808x1016px-9-.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"pre-discovery-ask-better-questions-get-better-answers"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"The essential guide to B2B digital experience: Part 1","spans":[{"start":4,"end":19,"type":"strong"},{"start":35,"end":45,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Risk-aversion, decisions by committee and reassurance. In this blog, Mo gets to grip with the very human processes involved in often very large, complex and expensive business to business purchasing decisions.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Mo Morgan","job_title":"Lead Product Strategist"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZnQbn5m069VX16mn_MoMorganBlogBanner_1-1-.png?auto=format,compress"},"article_type":"Opinion","published":"2024-06-20","link":{"uid":"the-essential-guide-to-b2b-digital-experience-part"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZnQbn5m069VX16mn_MoMorganBlogBanner_1-1-.png?auto=format,compress"},"_meta":{"uid":"the-essential-guide-to-b2b-digital-experience-part"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Love, hate, innovate: design meets emotion","spans":[{"start":0,"end":42,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"Why do some technologies seem to explode into common use, while others - despite their hype - fade away? If innovation is a force for change, the opposing force is the emotional and illogical nature of humans. In any given innovation, what opportunity is there? Find out here. ","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Mo Morgan","job_title":"Lead Product Strategist"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/076b0518-7ced-4c94-a3ce-cf877dd56061_EMOTION+IN+DESIGN+BLOG.jpg?auto=compress,format"},"article_type":"Opinion","published":"2023-03-29","link":{"uid":"love-hate-innovate"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/076b0518-7ced-4c94-a3ce-cf877dd56061_EMOTION+IN+DESIGN+BLOG.jpg?auto=compress,format"},"_meta":{"uid":"love-hate-innovate"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Elevating relationships above tasks in project management ","spans":[{"start":0,"end":58,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Michaela is one of our Delivery Leads, and she's seen it all when it comes to project management; the good, the bad and the awkward. One thing she's exceptionally good at is recognising the human aspect of every project, and using that skill to get things over the line. Find out how, here. ","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Michaela Hinton","job_title":"Delivery Lead"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZfhqVw4qyfNhFxA9_Michsblog.jpg?auto=format,compress"},"article_type":"Opinion","published":"2024-03-19","link":{"uid":"elevating-relationships-above-tasks"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZfhqVw4qyfNhFxA9_Michsblog.jpg?auto=format,compress"},"_meta":{"uid":"elevating-relationships-above-tasks"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"To be or not to be..? ...what was the question??!?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Safe to say Hamlet's famous soliloquy wouldn't have the long lasting existential and philosophical impact it has, if he didn't know what question he was asking. His very human problem, prompted a very human question. ","spans":[{"start":196,"end":201,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"So, let's use Hamlet as the clunky springboard to introducing the concept of the pre-discovery. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Granted, your initial reaction could be that it sounds like a headache, a lot of extra work. But in reality, investing in a pre-discovery could save you both time and money, whilst ensuring the best outcomes for your organisation.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Below, Client Partner Tom, talks about the pre-discovery work we did for the London Fire Brigade and how it unlocked the institutional knowledge that was key to the success of a very important digital tool.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Urgh, project governance","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Let's face it, nobody loves discovery phases. Even project purists have pangs for just getting on with “the work.” Once a project gets underway to bring something into the world, it’s hard to stomach starting with a wholly conceptual phase.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"But despite our collective impatience, we've probably all seen that a well-run discovery phase sets up success in the initial product development and also beyond; setting a vision and guiding both initial and future development.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Think of building or renovating a home. The invisible parts, like underlay, are crucial for comfort and durability. There’s a little sting in paying for something you’ll never see it after the day it’s laid, but you will keep feeling the benefits. Sound and heat insulation, comfort and durability, and comfort underfoot.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"I’m always going to advocate for thinking before doing, whether following a project methodology or not. Discovery phases answer key questions before investing in the deliverables. This reduces uncertainty and increases the likelihood of success, because you start with a clear understanding of users' needs and expectations. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"But I also offer you a note of caution: discovery phases can go bad.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Preparing to prepare","spans":[],"direction":"ltr"},{"type":"paragraph","text":"If you have a solid insight about the likely users of what your project will deliver, even if incomplete, you can probably follow a well-structured discovery process and get a lot of value from it.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"But sometimes, especially when breaking new ground, those insights can be hard to come by.  This is a problem because projects without human insights become about the making of, not the benefits of whatever it is you’re building.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Discovery is effective when you have a good sense of the human needs and need specific answers of how best to fulfil them. But what if the problem that you're trying to solve is still unclear? If you go into a discovery process of exploration, who knows where you could end up? Undoubtedly lots of interesting things would be uncovered, but not necessarily all of them might truly be valuable to people.","spans":[],"direction":"ltr"},{"type":"heading2","text":"We're going on a strategic adventure","spans":[],"direction":"ltr"},{"type":"paragraph","text":"A pre-discovery phase can help.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"This short phase exists to refine the question and make educated choices before the discovery process begins. It helps ensure that discovery brings back valuable answers. Then, whatever gets built is more likely to be successful once launched because you start off with a clear understanding of the expectations and traits of the people that will use it.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"That is exactly what we have done with the London Fire Brigade.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"They needed a scalable solution but wanted help refining the priority audiences in advance of user research as part of discovery. A pre-discovery phase helped them understand their target users and develop hypotheses about their motivations. This human-centred approach ensured the solution would be effective for the businesses they were assisting.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"LFB is surely the authority on fires that have happened in London. But it is unfeasible for them or anyone else to build a data-driven picture of all the many occasions when a fire was prevented. More specifically, there’s nothing empirical about what caused someone to invest the necessary rigour to ensure their premises and people are safe by complying with the regulations. It can't just be the threat of fines, as most people take the necessary steps much earlier than the point at which they would face legal implications.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"There isn’t a dataset that could show the motivations of these people; the kinds of people they are, their motivations, etc. It’s unknowable, and unfeasible to find out. Which in turn means we can’t take their needs, expectations, traits and hopes into a discovery process. Or can we? ","spans":[],"direction":"ltr"},{"type":"heading2","text":"Better questions give better answers ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"We needn’t start from scratch. Pre-discoveries can be done quickly. They focus on four key activities:","spans":[],"direction":"ltr"},{"type":"o-list-item","text":"Determining the need and capture organisational drivers.","spans":[],"direction":"ltr"},{"type":"o-list-item","text":"Gather existing insights, sorting them into knowns and unknowns.","spans":[],"direction":"ltr"},{"type":"o-list-item","text":"Identify people who can add value to the project.","spans":[],"direction":"ltr"},{"type":"o-list-item","text":"Get the fundamentals down, specifying what needs to be answered in discovery.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"So,  we ran a short pre-discovery to take the unknowns and substitute them for informed ideas. Using knowledge from various sources, we were able to come up with some broad characteristics of the kinds of users.","spans":[],"direction":"ltr"},{"type":"o-list-item","text":"We combined the experience of fire-prevention professionals with that of those of us who routinely conduct wider research into human behaviour, to create some classifications of potential users that can guide research selection.","spans":[],"direction":"ltr"},{"type":"o-list-item","text":"We drew upon existing datasets to arrive at some sensible research priorities. This isn’t necessarily about finding the most frequent data points but the most representative: the ones that if you made an improvement the effects would be felt more widely. There’s also great value in finding and recording gaps in data or understanding.","spans":[],"direction":"ltr"},{"type":"o-list-item","text":"We identified several hypotheses—circumstances grounded in general, observable human truths—that can be tested and ruled in or out as relevant during user research in the discovery phase.","spans":[],"direction":"ltr"},{"type":"o-list-item","text":"We then figured out the other necessary steps that would be needed across various disciplines during discovery to bring certainty about what is to come.","spans":[],"direction":"ltr"},{"type":"heading2","text":"A voyage of pre-discovery","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The risk with a pre-discovery is that it is allowed to stumble into the discovery phase itself. It takes discipline to interrogate and improve the question without leaping ahead to the answers. Pre-discoveries can also significantly shorten the amount of time needed to complete a discovery phase—and the project overall—but if a pre-discovery leaps ahead, there’s a risk that benefit may not be felt.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"A pre-discovery phase unpacks a business case meaningfully without adding extra bureaucracy. It articulates why the product should exist and whether the project is worth pursuing, providing a streamlined brief that drives efficiencies down the line. That way, pre-discovery keeps the scope of discovery tight, leading to faster progress, lower costs, and better outcomes. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"By taking the time to adopt a rigorous human-centric approach, LFB began their discovery with a strong sense of their challenge and reasonable assumptions about how to prevail.","spans":[],"direction":"ltr"},{"type":"heading2","text":"So, to discovery or pre-discovery..?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Let's help you find out. Get in touch. ","spans":[{"start":25,"end":39,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.greatstate.co/contact","target":"_blank"}}],"direction":"ltr"}]}}],"_meta":{"uid":"pre-discovery-ask-better-questions-get-better-answers"}}},{"node":{"article_type":"Opinion","title":[{"type":"heading1","text":"Meet Eve: Six months as a Junior Creative","spans":[{"start":10,"end":20,"type":"strong"},{"start":26,"end":41,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Eve has a story to tell. Read on to find out how one week of work experience made her switch undergraduate degrees, to seven years later, landing her first creative role at Great State. ","spans":[],"direction":"ltr"}],"seodescription":null,"seotitle":null,"author":{"__typename":"PRISMIC_Person","name":"Eve Rickhuss","job_title":"Junior Creative","profile_picture":null},"published":"2024-07-16","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZpU18R5LeNNTxKZ1_BLOGHEADERS1808x1016px-3-.png?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/70ef9ad7f97572bbc6efa81c348d8976/ea5de/ZpU18R5LeNNTxKZ1_BLOGHEADERS1808x1016px-3-.png","srcSet":"/static/70ef9ad7f97572bbc6efa81c348d8976/6b0e5/ZpU18R5LeNNTxKZ1_BLOGHEADERS1808x1016px-3-.png 200w,\n/static/70ef9ad7f97572bbc6efa81c348d8976/a489e/ZpU18R5LeNNTxKZ1_BLOGHEADERS1808x1016px-3-.png 400w,\n/static/70ef9ad7f97572bbc6efa81c348d8976/ea5de/ZpU18R5LeNNTxKZ1_BLOGHEADERS1808x1016px-3-.png 800w,\n/static/70ef9ad7f97572bbc6efa81c348d8976/b36f0/ZpU18R5LeNNTxKZ1_BLOGHEADERS1808x1016px-3-.png 1200w,\n/static/70ef9ad7f97572bbc6efa81c348d8976/cfd9e/ZpU18R5LeNNTxKZ1_BLOGHEADERS1808x1016px-3-.png 1600w,\n/static/70ef9ad7f97572bbc6efa81c348d8976/96abc/ZpU18R5LeNNTxKZ1_BLOGHEADERS1808x1016px-3-.png 1808w","srcWebp":"/static/70ef9ad7f97572bbc6efa81c348d8976/0c129/ZpU18R5LeNNTxKZ1_BLOGHEADERS1808x1016px-3-.webp","srcSetWebp":"/static/70ef9ad7f97572bbc6efa81c348d8976/0e93d/ZpU18R5LeNNTxKZ1_BLOGHEADERS1808x1016px-3-.webp 200w,\n/static/70ef9ad7f97572bbc6efa81c348d8976/2259f/ZpU18R5LeNNTxKZ1_BLOGHEADERS1808x1016px-3-.webp 400w,\n/static/70ef9ad7f97572bbc6efa81c348d8976/0c129/ZpU18R5LeNNTxKZ1_BLOGHEADERS1808x1016px-3-.webp 800w,\n/static/70ef9ad7f97572bbc6efa81c348d8976/45222/ZpU18R5LeNNTxKZ1_BLOGHEADERS1808x1016px-3-.webp 1200w,\n/static/70ef9ad7f97572bbc6efa81c348d8976/1f191/ZpU18R5LeNNTxKZ1_BLOGHEADERS1808x1016px-3-.webp 1600w,\n/static/70ef9ad7f97572bbc6efa81c348d8976/70720/ZpU18R5LeNNTxKZ1_BLOGHEADERS1808x1016px-3-.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"meet-eve-6-months-as-a-junior-creative"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Great People: Introducing Dee Gaywood ","spans":[{"start":0,"end":26,"type":"strong"},{"start":37,"end":38,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Say hello to Dee! Delivery Manager and professional (figurative) plate spinner. She's been with us for a few years now and quickly made herself indispensable across the agency. She's always asking the important questions about scoping, requirements, progress and budgets. And the big one: chocolate or crisps?","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZjJZxkMTzAJOCeBM_GreatPeoplev2-1-.png?auto=format,compress"},"article_type":"News","published":"2024-05-02","link":{"uid":"great-people-introducing-dee-gaywood-"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZjJZxkMTzAJOCeBM_GreatPeoplev2-1-.png?auto=format,compress"},"_meta":{"uid":"great-people-introducing-dee-gaywood-"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"New collaboration: Great State and The Scouts Association","spans":[{"start":4,"end":17,"type":"strong"},{"start":35,"end":45,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"We're delighted to announce a brand new digital partnership between Great State internationally recognised youth organisation, The Scouts Association. More information this way. ","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZmnCPZm069VX1sAa_DELVEFINAL3-1808x1016px-.png?auto=format,compress"},"article_type":"News","published":"2024-06-25","link":{"uid":"new-collaboration-great-state-and-the-scouts-assoc"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZmnCPZm069VX1sAa_DELVEFINAL3-1808x1016px-.png?auto=format,compress"},"_meta":{"uid":"new-collaboration-great-state-and-the-scouts-assoc"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"The Webby's: David and Meg take Manhattan","spans":[{"start":0,"end":4,"type":"strong"},{"start":11,"end":27,"type":"strong"},{"start":32,"end":41,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Every year, the Webby Awards honour the best of the internet. The biggest movers and shakers from across the internet flock to New York for a big fat party, where literally everyone is a winner. That includes Delivery Manager Meg, and Joint Managing Director, David. Take a look at what they got up to. ","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZkZFwCol0Zci9N_y_HEADER.jpg?auto=format,compress"},"article_type":"news","published":"2024-05-16","link":{"uid":"the-webbys-david-and-meg-take-manhattan"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZkZFwCol0Zci9N_y_HEADER.jpg?auto=format,compress"},"_meta":{"uid":"the-webbys-david-and-meg-take-manhattan"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"I’m Eve, Great State’s Junior Creative!","spans":[],"direction":"ltr"},{"type":"paragraph","text":"I started at Great State 6 months ago. Today I find myself designing all things creative for the Royal Navy's social channels. My role involves a mix of shaping new ideas to developing existing ones beyond visual expectations. I love that I'm creating scroll-stopping visuals for users to interact with online and I'm finding collaborating on ideas and pushing pixels to turn them into a reality super satisfying. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"So safe to say, I'm in the right place! But I very nearly ended up with an all together different kind of career...","spans":[],"direction":"ltr"},{"type":"paragraph","text":"So, how did I get from studying business to being a creative in a busy digital agency? ","spans":[],"direction":"ltr"},{"type":"heading2","text":"Getting started","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Initially, I was adamant I would study business at university. I developed a passion for it during my A-levels and a few years later, I found myself with multiple university offers to study Business with Advertising.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"But then my brother and I got talking. He's an amazing strategist and has a lot of experience working in agencies. He showed me how I could turn my passion for branding businesses; all things logos, packaging design and illustration, into a career that I hadn’t known existed before.","spans":[{"start":168,"end":169,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"During my A-levels, I applied for some work experience at Great State after my brother suggested I consider a career as a Graphic Designer... and I haven’t looked back since. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"I spent a week shadowing Lead Creative, Lucy, which made me realise that studying Graphic Design at university was what I wanted to do. During that week I had the opportunity to experience the creative world of briefs, brainstorming, and the utopian world of ✨Adobe✨. Not only that, but Lucy proved to a 17-year-old female that she can, too, grow to become an important, talented and influential woman in the world of a digital. A pretty impactful week…","spans":[],"direction":"ltr"}]}},{"__typename":"PRISMIC_Blog_articleBodyContent_width_image","type":"content_width_image","primary":{"caption":"Lucy and I during work experience in 2017","content_width_image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZpU1ih5LeNNTxKZq_BLOGHEADERS1808x1016px-2-.png?auto=format,compress"},"content_width_imageSharp":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/4b480feee60c848b50837781e41fbc2f/ac2a7/ZpU1ih5LeNNTxKZq_BLOGHEADERS1808x1016px-2-.png","srcSet":"/static/4b480feee60c848b50837781e41fbc2f/2f903/ZpU1ih5LeNNTxKZq_BLOGHEADERS1808x1016px-2-.png 320w,\n/static/4b480feee60c848b50837781e41fbc2f/96d29/ZpU1ih5LeNNTxKZq_BLOGHEADERS1808x1016px-2-.png 640w,\n/static/4b480feee60c848b50837781e41fbc2f/ac2a7/ZpU1ih5LeNNTxKZq_BLOGHEADERS1808x1016px-2-.png 1280w,\n/static/4b480feee60c848b50837781e41fbc2f/96abc/ZpU1ih5LeNNTxKZq_BLOGHEADERS1808x1016px-2-.png 1808w","srcWebp":"/static/4b480feee60c848b50837781e41fbc2f/80f20/ZpU1ih5LeNNTxKZq_BLOGHEADERS1808x1016px-2-.webp","srcSetWebp":"/static/4b480feee60c848b50837781e41fbc2f/c172f/ZpU1ih5LeNNTxKZq_BLOGHEADERS1808x1016px-2-.webp 320w,\n/static/4b480feee60c848b50837781e41fbc2f/c03cf/ZpU1ih5LeNNTxKZq_BLOGHEADERS1808x1016px-2-.webp 640w,\n/static/4b480feee60c848b50837781e41fbc2f/80f20/ZpU1ih5LeNNTxKZq_BLOGHEADERS1808x1016px-2-.webp 1280w,\n/static/4b480feee60c848b50837781e41fbc2f/70720/ZpU1ih5LeNNTxKZq_BLOGHEADERS1808x1016px-2-.webp 1808w","sizes":"(max-width: 1280px) 100vw, 1280px","presentationWidth":1280}}}}},{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"heading2","text":"Taking a chance","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Three years later I Graduated from Arts University Bournemouth with a degree in Graphic Design. I then travelled across South East Asia to expand my experiences and, after returning, I put together my first portfolio. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Great State wasn't advertising a role at the time but I took a chance and sent it through. The team got back to me quickly and I was given a mock-brief, asked to submit 2-3 design routes and then presented these back to the Creative Director. It was a bit nerve wracking but they put me at ease - ultimately they just wanted to see me succeed! ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"So seven years after completing my work experience - I was taken on as their Junior Creative!","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Whilst university is an amazing space to learn initial skills, nothing will beat actually seeing your work in interaction with real clients and users. Especially as my role involves quick adaptation to an ever-changing world of social. Being in a fast-paced industry keeps me on my toes, and having the chance to express my creativity through my work is very fulfilling.","spans":[{"start":81,"end":90,"type":"em"},{"start":127,"end":131,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"6 months into my role, where am I now? Well, it's been pretty hands on! I’ve visited the Marines training centre, helped concept ideas for their new upcoming campaigns and worked with the Royal Navy on elevating the website experience (check out our Webby Award win). I'm working to bring a Gen Z perspective on all things digital, from their social media recruitment efforts to modernising CRM designs.","spans":[{"start":250,"end":265,"type":"hyperlink","data":{"link_type":"Web","url":"https://winners.webbyawards.com/winners/websites-and-mobile-sites/general-desktop-mobile-sites/corporate-communications?years=0","target":"_blank"}}],"direction":"ltr"},{"type":"paragraph","text":"I often find myself comparing how different my job is to something like maths, for example. In the creative world there’s never a definite answer; there’s always a way to progress, develop, and grow from ideas. That’s the beauty of my job. I always find myself expanding my skills and ideation. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Once it’s right, you’ll be thinking “how was it ever anything else before?”. And the beauty of the Great State team is that there are so many talented people to conceptualise, develop and adapt ideas with. ","spans":[],"direction":"ltr"}]}},{"__typename":"PRISMIC_Blog_articleBodyContent_width_image","type":"content_width_image","primary":{"caption":"Getting into spirit at the Marines training centre","content_width_image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZpU0yB5LeNNTxKZO_BLOGHEADERS1808x1016px-1-.png?auto=format,compress"},"content_width_imageSharp":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/3ab156ab31935297d81a134d873be0db/ac2a7/ZpU0yB5LeNNTxKZO_BLOGHEADERS1808x1016px-1-.png","srcSet":"/static/3ab156ab31935297d81a134d873be0db/2f903/ZpU0yB5LeNNTxKZO_BLOGHEADERS1808x1016px-1-.png 320w,\n/static/3ab156ab31935297d81a134d873be0db/96d29/ZpU0yB5LeNNTxKZO_BLOGHEADERS1808x1016px-1-.png 640w,\n/static/3ab156ab31935297d81a134d873be0db/ac2a7/ZpU0yB5LeNNTxKZO_BLOGHEADERS1808x1016px-1-.png 1280w,\n/static/3ab156ab31935297d81a134d873be0db/96abc/ZpU0yB5LeNNTxKZO_BLOGHEADERS1808x1016px-1-.png 1808w","srcWebp":"/static/3ab156ab31935297d81a134d873be0db/80f20/ZpU0yB5LeNNTxKZO_BLOGHEADERS1808x1016px-1-.webp","srcSetWebp":"/static/3ab156ab31935297d81a134d873be0db/c172f/ZpU0yB5LeNNTxKZO_BLOGHEADERS1808x1016px-1-.webp 320w,\n/static/3ab156ab31935297d81a134d873be0db/c03cf/ZpU0yB5LeNNTxKZO_BLOGHEADERS1808x1016px-1-.webp 640w,\n/static/3ab156ab31935297d81a134d873be0db/80f20/ZpU0yB5LeNNTxKZO_BLOGHEADERS1808x1016px-1-.webp 1280w,\n/static/3ab156ab31935297d81a134d873be0db/70720/ZpU0yB5LeNNTxKZO_BLOGHEADERS1808x1016px-1-.webp 1808w","sizes":"(max-width: 1280px) 100vw, 1280px","presentationWidth":1280}}}}},{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"heading2","text":"Six months in","spans":[],"direction":"ltr"},{"type":"paragraph","text":"I’m thriving from being thrown into the fast paced, deep-end and continuing to learn every day. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Our team is always one step ahead when it comes to jumping on trends and new ideas. Recently we've been exploring the world of AI and seeing how we can maximise some key features to include in our concepts.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Today, Lucy is my manager, and a recent conversation with her has remained at the front of my mind. She reminded me of the importance of my work, how it's helping people see how a life in the Navy could help them thrive. It makes my job feel fulfilling, not only from a design perspective, but also because of the positive impact it's having in the real world.  ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"6 months has absolutely flown by and I feel like I’ve learnt and grown so much as a designer. Jumping forward to another 6 months, I can imagine I will have even more skills and confidence and work to be proud of; I’m sure looking forward to it.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Interested in working with us?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"We're always on the hunt for more great people to join our talented team. Take a look at our current vacancies here. ","spans":[{"start":111,"end":115,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.greatstate.co/careers","target":"_blank"}}],"direction":"ltr"}]}}],"_meta":{"uid":"meet-eve-6-months-as-a-junior-creative"}}},{"node":{"article_type":"Opinion","title":[{"type":"heading1","text":"The essential guide to B2B digital experience: Part 1","spans":[{"start":4,"end":19,"type":"strong"},{"start":35,"end":45,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Risk-aversion, decisions by committee and reassurance. In this blog, Mo gets to grip with the very human processes involved in often very large, complex and expensive business to business purchasing decisions.","spans":[],"direction":"ltr"}],"seodescription":null,"seotitle":null,"author":{"__typename":"PRISMIC_Person","name":"Mo Morgan","job_title":"Lead Product Strategist","profile_picture":null},"published":"2024-06-20","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZnQbn5m069VX16mn_MoMorganBlogBanner_1-1-.png?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/b12b03737af527ba9b444cda73b502b7/ea5de/ZnQbn5m069VX16mn_MoMorganBlogBanner_1-1-.png","srcSet":"/static/b12b03737af527ba9b444cda73b502b7/6b0e5/ZnQbn5m069VX16mn_MoMorganBlogBanner_1-1-.png 200w,\n/static/b12b03737af527ba9b444cda73b502b7/a489e/ZnQbn5m069VX16mn_MoMorganBlogBanner_1-1-.png 400w,\n/static/b12b03737af527ba9b444cda73b502b7/ea5de/ZnQbn5m069VX16mn_MoMorganBlogBanner_1-1-.png 800w,\n/static/b12b03737af527ba9b444cda73b502b7/b36f0/ZnQbn5m069VX16mn_MoMorganBlogBanner_1-1-.png 1200w,\n/static/b12b03737af527ba9b444cda73b502b7/cfd9e/ZnQbn5m069VX16mn_MoMorganBlogBanner_1-1-.png 1600w,\n/static/b12b03737af527ba9b444cda73b502b7/96abc/ZnQbn5m069VX16mn_MoMorganBlogBanner_1-1-.png 1808w","srcWebp":"/static/b12b03737af527ba9b444cda73b502b7/0c129/ZnQbn5m069VX16mn_MoMorganBlogBanner_1-1-.webp","srcSetWebp":"/static/b12b03737af527ba9b444cda73b502b7/0e93d/ZnQbn5m069VX16mn_MoMorganBlogBanner_1-1-.webp 200w,\n/static/b12b03737af527ba9b444cda73b502b7/2259f/ZnQbn5m069VX16mn_MoMorganBlogBanner_1-1-.webp 400w,\n/static/b12b03737af527ba9b444cda73b502b7/0c129/ZnQbn5m069VX16mn_MoMorganBlogBanner_1-1-.webp 800w,\n/static/b12b03737af527ba9b444cda73b502b7/45222/ZnQbn5m069VX16mn_MoMorganBlogBanner_1-1-.webp 1200w,\n/static/b12b03737af527ba9b444cda73b502b7/1f191/ZnQbn5m069VX16mn_MoMorganBlogBanner_1-1-.webp 1600w,\n/static/b12b03737af527ba9b444cda73b502b7/70720/ZnQbn5m069VX16mn_MoMorganBlogBanner_1-1-.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"the-essential-guide-to-b2b-digital-experience-part"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"The Sitecore XM Cloud Series: Building the business case","spans":[{"start":0,"end":56,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"This article is the first in a series that seeks to provide answers and guidance when embarking on a move to Sitecore XM Cloud, and to start with, Technical Director Gary, is looking at some of the key benefits and strategic considerations of migrating. Let's get into it. ","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Gary Trimnell","job_title":"Technical Director"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/bacec48a-7814-4a0c-b8e6-1d6cf075eaea_buildingabusinesscase.png?auto=compress,format"},"article_type":"Tech","published":"2024-02-20","link":{"uid":"building-the-business-case-for-sitecore-xm-cloud"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/bacec48a-7814-4a0c-b8e6-1d6cf075eaea_buildingabusinesscase.png?auto=compress,format"},"_meta":{"uid":"building-the-business-case-for-sitecore-xm-cloud"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"The Webby's: David and Meg take Manhattan","spans":[{"start":0,"end":4,"type":"strong"},{"start":11,"end":27,"type":"strong"},{"start":32,"end":41,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Every year, the Webby Awards honour the best of the internet. The biggest movers and shakers from across the internet flock to New York for a big fat party, where literally everyone is a winner. That includes Delivery Manager Meg, and Joint Managing Director, David. Take a look at what they got up to. ","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Great State","job_title":null},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZkZFwCol0Zci9N_y_HEADER.jpg?auto=format,compress"},"article_type":"news","published":"2024-05-16","link":{"uid":"the-webbys-david-and-meg-take-manhattan"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZkZFwCol0Zci9N_y_HEADER.jpg?auto=format,compress"},"_meta":{"uid":"the-webbys-david-and-meg-take-manhattan"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Increase conversions and decrease emissions: The role of technology","spans":[{"start":0,"end":67,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Here we explore the benefits, recommendations, and developments relating to sustainable web development. Specifically, the role of technology.  Onwards. ","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Fame Razak","job_title":"Head of Engineering"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8cjiBsAHJWomGrE_BLOG3.png?auto=format,compress"},"article_type":"Tech","published":"2025-02-26","link":{"uid":"increase-conversions-decrease-conversionstech"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/Z8cjiBsAHJWomGrE_BLOG3.png?auto=format,compress"},"_meta":{"uid":"increase-conversions-decrease-conversionstech"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Nothing happens sequentially, and neither does decision making in B2B. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Psychologist Gerd Gigerenzer said, “You [do] the safe thing because the brain [is] calibrated to ask the question: ‘What’s the worst that can happen?’” While many B2B brands have the ambition to progress digitally, they’re often grappling with creaky tech and defensive decision-making. How can a strategic approach to understanding the process of decision making in digital experience make a difference to suppliers and buyers alike?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"As it stands, global consumer brands have largely bankrolled digital marketing. For B2B brands, this means the hard part’s already been done. The advantage? Tech that is ready and flexible.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Digital platforms are now mature and modular, with skillsets widely available in the employment market. This allows B2B brands to dodge much of the work associated with figuring it all out. There’s now a wealth of solutions that can be drawn together to make a highly capable and highly scalable experience platform – one with the right architecture for digital-first audiences; flexibility for a competitive edge; and accommodation for complexities like legacy systems and market nuances.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Reality check – impact in digital is mysterious","spans":[],"direction":"ltr"},{"type":"paragraph","text":"When it comes to customer impact, we want to believe that if we just gather enough information, the truth will eventually reveal itself. And we see this presumption play out every day with ‘data’ – the very keystone that has come to define this era of marketing. But if the truth is out there, waiting to be discovered, it is amongst the people, the buyers who engage with your brand.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"So, how do we begin to understand what buyers want, and then harness those insights properly?","spans":[],"direction":"ltr"},{"type":"heading2","text":"What’s the worst that can happen?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"As personal consumers, when we make a high-ticket purchase for ourselves, we go with what feels most rational. There’s a degree of self-instigated research, like when we shop around for a new bike or new camera. We go with what we view as ‘the smart choice’. And, if our purchase backfires, no one else needs to know – we either rectify it or make peace with it.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"B2B decision-making is quite different. The prevailing business culture is highly risk-averse. And the more risk a decision-maker faces, the more emotional the decision: the personal cost of a bad choice is greater than the personal gain of a good one. In this mindset, emotion trumps logic. This is known as defensive-decision making. And in today’s landscape, we’re seeing it manifest in several ways: ","spans":[{"start":174,"end":188,"type":"em"},{"start":224,"end":238,"type":"em"}],"direction":"ltr"},{"type":"o-list-item","text":"B2B buyers now spend 27% of their time researching online. Only 5-6% of their time is spent in contact with a supplier. (Gartner)","spans":[],"direction":"ltr"},{"type":"o-list-item","text":"Active buyers only make up 5% of the potential market. Most people are not looking to buy most things, most of the time. (Ehrenberg-Bass Institute)","spans":[],"direction":"ltr"},{"type":"o-list-item","text":"The median B2B buying group has expanded and now involves 6-10 decision-makers‚ each gathering 4-5 pieces of information.","spans":[],"direction":"ltr"},{"type":"o-list-item","text":"73% say that an organisation’s thought-leadership content is a more trustworthy basis for assessing capabilities, rather than marketing materials and product sheets. (Edelman)","spans":[],"direction":"ltr"},{"type":"o-list-item","text":"51% of customers are prevented from engaging with this content because B2B brands provide too much irrelevant content.","spans":[],"direction":"ltr"},{"type":"heading2","text":"What about the B2B customer journey?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Given our longstanding calibration towards safer bets, buyers are using the democratisation of digital to feed their hunger for reassurance. That’s what’s behind their clicks. But nothing happens sequentially, and neither does B2B buying.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"We all have slides with linear sales journeys and experience maps on them. It’s easy to take them very literally, as if customers are just shifting their way through the gears, guaranteed to make it to the finish line. In reality, their path is winding and self-determined. Journeys cannot be designed, only modelled. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Our job is to make each touchpoint additive. We’re not trying to make a vortex to round up prospects – we’re trying to ensure that every touchpoint, on every channel, builds upon the last by being flexible, responsive, and impactful.","spans":[{"start":35,"end":43,"type":"em"}],"direction":"ltr"},{"type":"heading2","text":"Influencing B2B decision-making","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Because of the complicated and changing nature of purchasing, delivering high impact conversion is a little more complex than it once was. Suppliers must now reach more roles at once, make a visceral case instead of relying on product specs or services, and do it all without face time.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Reach more decision-makers","spans":[{"start":0,"end":26,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Cater to people that sit outside of your core audience: what other stakeholders are involved, what do they need to feel about the supplier, and how can you affect that?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Serve their visceral needs","spans":[{"start":0,"end":26,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Engage with buyers’ stronger gut feelings through research: what should feel different about dealing with us, how should we reflect our sector, and how do we show our points of difference?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Let digital sit at the table for you","spans":[{"start":0,"end":36,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"A lot of case-building and decision-making will happen in your absence: how do we serve a digital-only audience, how do we create exceptional experiences to aid each B2B purchase decision, and how do we handle complex market nuances?","spans":[],"direction":"ltr"},{"type":"heading2","text":"Exploiting the psychology of decision-making","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Because of the complicated and changing nature of purchasing, delivering high impact conversion is a little more complex than it once was. Suppliers must now reach more roles at once, make a visceral case instead of relying on product specs or services, and do it all without facetime.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Use preconception","spans":[{"start":0,"end":17,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"It’s a mistake to segment digital-estate users by crude demographics – age, gender, job, affluence. Far more effective is segmentation by preconception. We are strongly biased towards our preconceptions, especially when evidence seems to support it. When thinking about personalisation, choose wisely.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Use reassurance","spans":[{"start":0,"end":15,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Your customers are experts – experts in this field or another. They’re usually mid-research and looking for support or affirmation. B2B content often fails because it tries to teach its intended audience. This isn’t necessarily what you want to go for. Reassure them that the path they’re already on is valid. Because, very often, it is.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Use advocacy","spans":[{"start":0,"end":12,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Remember, you’re not in the room. The people in the room don’t do what you do. But they’re the ones building the case for you. The Japanese term ‘nemawashi’ describes the soft persuasive influence of stakeholders, or the meetings that go on outside the meetings. This is a key area for impact. The real decision-making and persuasion will likely take place in the corridors, in smaller conversations, not the meeting rooms.","spans":[],"direction":"ltr"},{"type":"heading2","text":"What next?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"If you’d like to learn more about how we can help to transform and scale your B2B business. Get in touch. ","spans":[{"start":92,"end":106,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.greatstate.co/contact","target":"_blank"}}],"direction":"ltr"}]}}],"_meta":{"uid":"the-essential-guide-to-b2b-digital-experience-part"}}},{"node":{"article_type":"Opinion","title":[{"type":"heading1","text":"Elevating relationships above tasks in project management ","spans":[{"start":0,"end":58,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Michaela is one of our Delivery Leads, and she's seen it all when it comes to project management; the good, the bad and the awkward. One thing she's exceptionally good at is recognising the human aspect of every project, and using that skill to get things over the line. Find out how, here. ","spans":[],"direction":"ltr"}],"seodescription":null,"seotitle":null,"author":{"__typename":"PRISMIC_Person","name":"Michaela Hinton","job_title":"Delivery Lead","profile_picture":null},"published":"2024-03-19","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ZfhqVw4qyfNhFxA9_Michsblog.jpg?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/0000a4be5e28e68c5d009c18d56e67dd/d47f1/ZfhqVw4qyfNhFxA9_Michsblog.jpg","srcSet":"/static/0000a4be5e28e68c5d009c18d56e67dd/b5b92/ZfhqVw4qyfNhFxA9_Michsblog.jpg 200w,\n/static/0000a4be5e28e68c5d009c18d56e67dd/3ff6e/ZfhqVw4qyfNhFxA9_Michsblog.jpg 400w,\n/static/0000a4be5e28e68c5d009c18d56e67dd/d47f1/ZfhqVw4qyfNhFxA9_Michsblog.jpg 800w,\n/static/0000a4be5e28e68c5d009c18d56e67dd/86173/ZfhqVw4qyfNhFxA9_Michsblog.jpg 1200w,\n/static/0000a4be5e28e68c5d009c18d56e67dd/a5547/ZfhqVw4qyfNhFxA9_Michsblog.jpg 1600w,\n/static/0000a4be5e28e68c5d009c18d56e67dd/1bd97/ZfhqVw4qyfNhFxA9_Michsblog.jpg 1808w","srcWebp":"/static/0000a4be5e28e68c5d009c18d56e67dd/0c129/ZfhqVw4qyfNhFxA9_Michsblog.webp","srcSetWebp":"/static/0000a4be5e28e68c5d009c18d56e67dd/0e93d/ZfhqVw4qyfNhFxA9_Michsblog.webp 200w,\n/static/0000a4be5e28e68c5d009c18d56e67dd/2259f/ZfhqVw4qyfNhFxA9_Michsblog.webp 400w,\n/static/0000a4be5e28e68c5d009c18d56e67dd/0c129/ZfhqVw4qyfNhFxA9_Michsblog.webp 800w,\n/static/0000a4be5e28e68c5d009c18d56e67dd/45222/ZfhqVw4qyfNhFxA9_Michsblog.webp 1200w,\n/static/0000a4be5e28e68c5d009c18d56e67dd/1f191/ZfhqVw4qyfNhFxA9_Michsblog.webp 1600w,\n/static/0000a4be5e28e68c5d009c18d56e67dd/70720/ZfhqVw4qyfNhFxA9_Michsblog.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"elevating-relationships-above-tasks"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Less is more: \nCopywriting for Gen Z","spans":[{"start":0,"end":36,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"Amy writes for a whole host of our clients across a huge range of digital touch points. Website, email, social; you name it, she's on it. Lots of businesses are already adapting for their next major user group, but a digital experience optimised for Gen Z is nothing without that move them through it. Read more on how to get it right. ","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Amy Matthews","job_title":"Senior Copywriter"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/cea300ed-7611-4af4-864e-0f3d8805bf7b_genzblog.png?auto=compress,format"},"article_type":"Opinion","published":"2024-02-13","link":{"uid":"less-is-more-copywriting-for-gen-z"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/cea300ed-7611-4af4-864e-0f3d8805bf7b_genzblog.png?auto=compress,format"},"_meta":{"uid":"less-is-more-copywriting-for-gen-z"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"State of Social 02: Your essential February updates","spans":[{"start":0,"end":51,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Living, breathing, and digesting social media is what our Social Media Manager, Verity, does on the daily. This month, she's back with a rundown of everything trending, changing, and updating in the fast-paced world of social media. So, if you’re after a February recap – let’s dive right in. ","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Verity Hyde","job_title":"Social Media Manager"},"thumbnail":{"dimensions":{"width":5524,"height":3104},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/65e5e044676dc480aae095e0_state-of-social-feb.jpg?auto=format,compress"},"article_type":"News","published":"2024-02-29","link":{"uid":"state-of-social-02"},"image":{"dimensions":{"width":5524,"height":3104},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/65e5e044676dc480aae095e0_state-of-social-feb.jpg?auto=format,compress"},"_meta":{"uid":"state-of-social-02"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Overcoming Institutional Folklore with CRO","spans":[{"start":0,"end":42,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"Most organisations have a 'Zach'. Zach has worked at the company for years; witnessing the comings and goings, the good times and the bad. Zach came up with a solid strategy in 2018 but that goose is no longer laying the golden egg. Now's the time to pivot, to overcome the institutional folklore, and look to Conversion Rate Optimisation. ","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Sam Berger","job_title":"Digital Analyst"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/0e9b0819-6ce0-4b44-a55d-d283be8d4d1f_institutionalfolklore.png?auto=compress,format"},"article_type":"Opinion","published":"2024-02-01","link":{"uid":"overcoming-institutional-folklore-with-cro"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/0e9b0819-6ce0-4b44-a55d-d283be8d4d1f_institutionalfolklore.png?auto=compress,format"},"_meta":{"uid":"overcoming-institutional-folklore-with-cro"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Sometimes on a project, things can get a little bumpy. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The client has a goal; the agency is fully on board and working hard to deliver. However, the path to delivery is full of all sorts of twists and turns. Lots of stakeholders, budget constraints, opinions, competing KPIs, and personalities can all simmer away in a melting pot that occasionally leads to an issue.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"It's to be expected, and the mark of a good client/agency relationship is the agency’s ability to listen, process, and respond. The focus might be to produce a digital experience that exceeds expectations, but at the end of the day, it’s humans running the show; and that's much more complicated. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"So here, our super-experienced Delivery Lead, Michaela, offers up some of her wisdom on how and when to apply that human touch to a difficult technical situation.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Let's work this out","spans":[],"direction":"ltr"},{"type":"paragraph","text":"In the fast-paced world of project delivery, where time and resources are limited, it's easy to get caught up in the details of tasks and procedures. However, there's a key factor that often gets overlooked but plays a crucial role in success: emotional intelligence (EI). The best delivery professionals aren't just good at managing tasks; they're also great at building genuine relationships with clients and team members. Let's dive into why prioritising human connections alongside operational efficiency is so important.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Understanding Emotional Intelligence (EI)","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Emotional intelligence covers a range of skills like self-awareness, self-regulation, empathy, and social skills. It's about understanding and managing emotions in yourself and others, as well as navigating interpersonal relationships effectively.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Why Relationships Matter","spans":[],"direction":"ltr"},{"type":"paragraph","text":"While technical skills and project management are essential, it's the softer skills tied to emotional intelligence that really make exceptional delivery managers stand out. They can:","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Understand Clients: Going beyond just meeting deadlines and budgets, they empathise with clients, understand their challenges, and align solutions with their goals.","spans":[{"start":0,"end":19,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Handle Stakeholders: Projects involve complex networks of stakeholders. Those with high EI can bridge communication gaps, manage expectations, and resolve conflicts positively.","spans":[{"start":0,"end":21,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Motivate Teams: Project success depends on the collective effort of teams. Managers with strong EI can inspire collaboration and shared purpose among team members.","spans":[{"start":0,"end":15,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Adapt to Change: In today's ever-changing business world, adaptability is key. Those with high EI are better at handling uncertainty and guiding teams through transitions smoothly.","spans":[{"start":0,"end":17,"type":"strong"}],"direction":"ltr"},{"type":"heading2","text":"Developing Emotional Intelligence","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Building emotional intelligence is an ongoing process that involves self-reflection, practice, and learning. Here are some strategies for improving EI in project delivery:","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Know Yourself: Reflect on your own emotions, triggers, and biases, and understand how they affect your work.","spans":[{"start":0,"end":15,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Listen Actively: Practice attentive listening to understand others' perspectives and show empathy in your interactions.","spans":[{"start":0,"end":17,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Resolve Conflicts: Learn constructive conflict resolution techniques that focus on finding solutions that benefit everyone involved.","spans":[{"start":0,"end":18,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Encourage Feedback: Foster an environment where team members feel comfortable sharing their thoughts and feelings openly.","spans":[{"start":0,"end":20,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Keep Learning: Stay curious and seek out opportunities to learn more about emotional intelligence and how to apply it in your work.","spans":[{"start":0,"end":15,"type":"strong"}],"direction":"ltr"},{"type":"heading2","text":"In Conclusion","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Success in project delivery isn't just about meeting deadlines and technical requirements; it's about building genuine relationships, recognising the human aspect of every project, and using emotional intelligence to overcome challenges and inspire excellence. By valuing EI alongside technical skills, delivery professionals can make a real difference, fostering strong client relationships and empowered, resilient teams.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Like the sound of the way Michaela tackles project management? Get in touch today to speak the team about your digital customer experience project. ","spans":[{"start":63,"end":75,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.greatstate.co/contact/","target":"_blank"}}],"direction":"ltr"}]}}],"_meta":{"uid":"elevating-relationships-above-tasks"}}},{"node":{"article_type":"Opinion","title":[{"type":"heading1","text":"Less is more: \nCopywriting for Gen Z","spans":[{"start":0,"end":36,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"Amy writes for a whole host of our clients across a huge range of digital touch points. Website, email, social; you name it, she's on it. Lots of businesses are already adapting for their next major user group, but a digital experience optimised for Gen Z is nothing without that move them through it. Read more on how to get it right. ","spans":[]}],"seodescription":null,"seotitle":null,"author":{"__typename":"PRISMIC_Person","name":"Amy Matthews","job_title":"Senior Copywriter","profile_picture":null},"published":"2024-02-13","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/cea300ed-7611-4af4-864e-0f3d8805bf7b_genzblog.png?auto=compress,format"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/f4c66e062d69771181236a02620b6a5d/ea5de/cea300ed-7611-4af4-864e-0f3d8805bf7b_genzblog.png","srcSet":"/static/f4c66e062d69771181236a02620b6a5d/6b0e5/cea300ed-7611-4af4-864e-0f3d8805bf7b_genzblog.png 200w,\n/static/f4c66e062d69771181236a02620b6a5d/a489e/cea300ed-7611-4af4-864e-0f3d8805bf7b_genzblog.png 400w,\n/static/f4c66e062d69771181236a02620b6a5d/ea5de/cea300ed-7611-4af4-864e-0f3d8805bf7b_genzblog.png 800w,\n/static/f4c66e062d69771181236a02620b6a5d/b36f0/cea300ed-7611-4af4-864e-0f3d8805bf7b_genzblog.png 1200w,\n/static/f4c66e062d69771181236a02620b6a5d/cfd9e/cea300ed-7611-4af4-864e-0f3d8805bf7b_genzblog.png 1600w,\n/static/f4c66e062d69771181236a02620b6a5d/96abc/cea300ed-7611-4af4-864e-0f3d8805bf7b_genzblog.png 1808w","srcWebp":"/static/f4c66e062d69771181236a02620b6a5d/0c129/cea300ed-7611-4af4-864e-0f3d8805bf7b_genzblog.webp","srcSetWebp":"/static/f4c66e062d69771181236a02620b6a5d/0e93d/cea300ed-7611-4af4-864e-0f3d8805bf7b_genzblog.webp 200w,\n/static/f4c66e062d69771181236a02620b6a5d/2259f/cea300ed-7611-4af4-864e-0f3d8805bf7b_genzblog.webp 400w,\n/static/f4c66e062d69771181236a02620b6a5d/0c129/cea300ed-7611-4af4-864e-0f3d8805bf7b_genzblog.webp 800w,\n/static/f4c66e062d69771181236a02620b6a5d/45222/cea300ed-7611-4af4-864e-0f3d8805bf7b_genzblog.webp 1200w,\n/static/f4c66e062d69771181236a02620b6a5d/1f191/cea300ed-7611-4af4-864e-0f3d8805bf7b_genzblog.webp 1600w,\n/static/f4c66e062d69771181236a02620b6a5d/70720/cea300ed-7611-4af4-864e-0f3d8805bf7b_genzblog.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"less-is-more-copywriting-for-gen-z"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"The power of nonsense in copywriting ","spans":[{"start":0,"end":37,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"Copywriting is an ancient art form that's as relevant in a digital age as it was when we were writing on stones. The journey to finding the best words can be complex and dynamic, but vital to delivering the results you need. The copy your user engages with has the power to make or break your business and in this blog, Amy explains her process to finding just the right words. ","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Amy Matthews","job_title":"Senior Copywriter"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/6540e8130b105250cf53c46d_smileys.png?auto=format,compress"},"article_type":"Opinion","published":"2023-10-31","link":{"uid":"the-power-of-nonsense"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/6540e8130b105250cf53c46d_smileys.png?auto=format,compress"},"_meta":{"uid":"the-power-of-nonsense"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"State of Social 01: Get ahead of the game","spans":[{"start":0,"end":41,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"As you might expect, our Social Media Manager really loves social media. Instagram, TikTok, BeReal, Meta, X, Snapchat; you name it, Verity is all over it. We thought all this insight was too good to keep to ourselves, so we’re happy to introduce the State of Social. The content series where we lift the lid on how to not just do social well, but smash it. ","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Verity Hyde","job_title":"Social Media Manager"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/19c992f9-db5e-4226-a6e4-e3eb58995db4_State+of+Social+Blog+Post+%281%29.jpg?auto=compress,format"},"article_type":"News","published":"2024-01-12","link":{"uid":"the-state-of-social-number-one-"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/19c992f9-db5e-4226-a6e4-e3eb58995db4_State+of+Social+Blog+Post+%281%29.jpg?auto=compress,format"},"_meta":{"uid":"the-state-of-social-number-one-"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Universities: Here's how to better reach your students","spans":[{"start":0,"end":54,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"A message to universities: it’s time to think outside of the box when it comes to reaching your students. We're not saying you should parachute your well-being resources into the Student Union or offer free QR code tattoos linking to your student app, but you need to meet them where they're at, in an ever-shifting digital landscape. We can help. ","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Laura Goss","job_title":"Content Strategist"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/6b7f4685-1241-48c4-9acb-a7d586cbf903_Content+Strat+blog2.1.jpg?auto=compress,format"},"article_type":"Opinion","published":"2023-08-01","link":{"uid":"universities-heres-how-you-better-reach-your-students"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/6b7f4685-1241-48c4-9acb-a7d586cbf903_Content+Strat+blog2.1.jpg?auto=compress,format"},"_meta":{"uid":"universities-heres-how-you-better-reach-your-students"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"One day, in the not-so-distant past, emoticons just…became emojis. ","spans":[]},{"type":"paragraph","text":"Suddenly, the word that came to define the cool new communication of the cool new millennium ceased to mean anything. And, with it, so did your relevance as a cool new internet kid. The remnants of Y2K, like the plastic-y, bubbly, metallic-y fever dream it was, faded away. But, fast forward, 15 years later, and Y2K has found a new purpose – in the form of an ‘aesthetic’. What once was old is new again. Gen Z are group of kids and young adults raised on the internet, clamouring for what once was; in search of something real and redefining. So, how do you speak to the emoji generation (while not letting on that you’re secretly from the emoticon era)?","spans":[]},{"type":"heading2","text":"Do as I do, not as I say ","spans":[]},{"type":"paragraph","text":"It’s a matter of function over form. Technically, you’re saying all the right things. But practically, it doesn’t translate. Speaking the language like a local is easier said than done, and like generations before, Gen Z are experimenting and playing with the function of language every day. There’s a temptation to scour online content, building a dictionary of internet vocabulary, and applying liberally. But making your copy feel familiar, instead of forced, can be solved by the simple act of mirroring: On consumer-facing social media, brands like Urban Outfitters and Reformation opt for informal sentence formatting – eschewing capital letters and avoiding obvious slang, while utilising lower-case lettering and quippy phrasing. Speaking authentically to your audience comes from reflecting how things are said, rather than what’s said. ","spans":[{"start":652,"end":656,"type":"em"},{"start":800,"end":803,"type":"em"},{"start":833,"end":840,"type":"em"}]},{"type":"heading2","text":"Come as you are","spans":[]},{"type":"paragraph","text":"Most folks just want you to show up as you are. And Gen Z are no exception. As the first generation to, effectively, grow up on the internet they know a thing or two about forced personas and fake authenticity. The title of this blog is pretty straightforward, right? But, what if – for kicks and giggles – we decided to title it, “She ate: How to write for Gen Z and slay, period”. At that point, you might be concerned. Dumbfounded. Looking like this > 👀️️ > if you will. But Gen Z have an eagle-eyed focus on values: on things like transparency, honesty, and intention. Levi’s, a heritage brand with an incredibly strong folklore, embraces its legacy in popular culture. And, in doing so – in respecting their history so faithfully – they communicate in the present without any affectation. Easily observed on their digital platforms, their copy is classic; unadorned and unbound to the ebbs and flows of Gen Z’s preferred internet lingo. *","spans":[{"start":332,"end":381,"type":"em"}]},{"type":"paragraph","text":"*There’s certainly a finer point to be made here on the history of “internet lingo”, but that’s another blog for another day.","spans":[]},{"type":"heading2","text":"Tap into something real","spans":[]},{"type":"paragraph","text":"The girls that get it, get it. Forging a real connection with an audience is tough. Inauthentically mimicking the language will raise red flags. (You want to be a green flag – trust me on this). And presenting a facade that seems designed to play tricks on the audience can be clocked from a mile away. So, writing for Gen Z, at this rate, might seem like a high wire act of ‘yes-and-no-but-also-maybeee?’ How do you bridge the demand for authenticity with the need to fit in? It’s all about form over function and banking app Monzo has seemingly mastered the art. When the company released its 2023 roundup - in the same vein of Spotify’s annual ‘Wrapped’ - and discovered that users on X (a.k.a. Twitter) had taken to calling it “Monzo Wrapped”, the official Monzo account took the chance to emphatically declare: “It’s called YEAR IN MONZO everyone.” Short, timely, and relevant – this simple piece of copy said everything it need to say in the way in needed to be received. Not quite telling off its customers for getting it wrong, but actively engaging with the user community in real-time, using simple language, and forgoing a ton of bells and whistles. They could have done more, they certainly could have said more, but ask yourself – was it necessary?","spans":[{"start":163,"end":169,"type":"em"},{"start":816,"end":854,"type":"em"},{"start":915,"end":926,"type":"em"},{"start":968,"end":976,"type":"em"}]},{"type":"paragraph","text":"Want to download some of Amy’s infinite copy wisdom and translate it to your own organisation? Then get in touch. ","spans":[{"start":104,"end":112,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.greatstate.co/contact"}}]}]}}],"_meta":{"uid":"less-is-more-copywriting-for-gen-z"}}},{"node":{"article_type":"Opinion","title":[{"type":"heading1","text":"Overcoming Institutional Folklore with CRO","spans":[{"start":0,"end":42,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"Most organisations have a 'Zach'. Zach has worked at the company for years; witnessing the comings and goings, the good times and the bad. Zach came up with a solid strategy in 2018 but that goose is no longer laying the golden egg. Now's the time to pivot, to overcome the institutional folklore, and look to Conversion Rate Optimisation. ","spans":[]}],"seodescription":null,"seotitle":null,"author":{"__typename":"PRISMIC_Person","name":"Sam Berger","job_title":"Digital Analyst","profile_picture":null},"published":"2024-02-01","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/0e9b0819-6ce0-4b44-a55d-d283be8d4d1f_institutionalfolklore.png?auto=compress,format"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/b73fa186315b540d064a27d816d7b113/ea5de/0e9b0819-6ce0-4b44-a55d-d283be8d4d1f_institutionalfolklore.png","srcSet":"/static/b73fa186315b540d064a27d816d7b113/6b0e5/0e9b0819-6ce0-4b44-a55d-d283be8d4d1f_institutionalfolklore.png 200w,\n/static/b73fa186315b540d064a27d816d7b113/a489e/0e9b0819-6ce0-4b44-a55d-d283be8d4d1f_institutionalfolklore.png 400w,\n/static/b73fa186315b540d064a27d816d7b113/ea5de/0e9b0819-6ce0-4b44-a55d-d283be8d4d1f_institutionalfolklore.png 800w,\n/static/b73fa186315b540d064a27d816d7b113/b36f0/0e9b0819-6ce0-4b44-a55d-d283be8d4d1f_institutionalfolklore.png 1200w,\n/static/b73fa186315b540d064a27d816d7b113/cfd9e/0e9b0819-6ce0-4b44-a55d-d283be8d4d1f_institutionalfolklore.png 1600w,\n/static/b73fa186315b540d064a27d816d7b113/96abc/0e9b0819-6ce0-4b44-a55d-d283be8d4d1f_institutionalfolklore.png 1808w","srcWebp":"/static/b73fa186315b540d064a27d816d7b113/0c129/0e9b0819-6ce0-4b44-a55d-d283be8d4d1f_institutionalfolklore.webp","srcSetWebp":"/static/b73fa186315b540d064a27d816d7b113/0e93d/0e9b0819-6ce0-4b44-a55d-d283be8d4d1f_institutionalfolklore.webp 200w,\n/static/b73fa186315b540d064a27d816d7b113/2259f/0e9b0819-6ce0-4b44-a55d-d283be8d4d1f_institutionalfolklore.webp 400w,\n/static/b73fa186315b540d064a27d816d7b113/0c129/0e9b0819-6ce0-4b44-a55d-d283be8d4d1f_institutionalfolklore.webp 800w,\n/static/b73fa186315b540d064a27d816d7b113/45222/0e9b0819-6ce0-4b44-a55d-d283be8d4d1f_institutionalfolklore.webp 1200w,\n/static/b73fa186315b540d064a27d816d7b113/1f191/0e9b0819-6ce0-4b44-a55d-d283be8d4d1f_institutionalfolklore.webp 1600w,\n/static/b73fa186315b540d064a27d816d7b113/70720/0e9b0819-6ce0-4b44-a55d-d283be8d4d1f_institutionalfolklore.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"overcoming-institutional-folklore-with-cro"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"GA4 in 2024: A list of our hopes and dreams","spans":[{"start":0,"end":43,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"Last June, Google sunsetted the much-loved Universal Analytics (UA) and in its place, we were handed Google Analytics 4. GA4 has been met with some criticism, so in this post, Analyst Sam, shares his predictions and wish list for GA4 in 2024. Think AI, privacy, accessibility, the return of views and some serious competition. Read more here. ","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Sam Berger","job_title":"Digital Analyst"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/5d0da989-13cd-4608-a4c3-2584de041df2_8ball.png?auto=compress,format"},"article_type":"Opinion","published":"2024-01-16","link":{"uid":"ga4-in-2024-the-complete-list-of-our-hopes-and-dreams"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/5d0da989-13cd-4608-a4c3-2584de041df2_8ball.png?auto=compress,format"},"_meta":{"uid":"ga4-in-2024-the-complete-list-of-our-hopes-and-dreams"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"The power of nonsense in copywriting ","spans":[{"start":0,"end":37,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"Copywriting is an ancient art form that's as relevant in a digital age as it was when we were writing on stones. The journey to finding the best words can be complex and dynamic, but vital to delivering the results you need. The copy your user engages with has the power to make or break your business and in this blog, Amy explains her process to finding just the right words. ","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Amy Matthews","job_title":"Senior Copywriter"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/6540e8130b105250cf53c46d_smileys.png?auto=format,compress"},"article_type":"Opinion","published":"2023-10-31","link":{"uid":"the-power-of-nonsense"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/6540e8130b105250cf53c46d_smileys.png?auto=format,compress"},"_meta":{"uid":"the-power-of-nonsense"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"State of Social 01: Get ahead of the game","spans":[{"start":0,"end":41,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"As you might expect, our Social Media Manager really loves social media. Instagram, TikTok, BeReal, Meta, X, Snapchat; you name it, Verity is all over it. We thought all this insight was too good to keep to ourselves, so we’re happy to introduce the State of Social. The content series where we lift the lid on how to not just do social well, but smash it. ","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Verity Hyde","job_title":"Social Media Manager"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/19c992f9-db5e-4226-a6e4-e3eb58995db4_State+of+Social+Blog+Post+%281%29.jpg?auto=compress,format"},"article_type":"News","published":"2024-01-12","link":{"uid":"the-state-of-social-number-one-"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/19c992f9-db5e-4226-a6e4-e3eb58995db4_State+of+Social+Blog+Post+%281%29.jpg?auto=compress,format"},"_meta":{"uid":"the-state-of-social-number-one-"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"You know Zach?  Zach from Sales. Zach’s been with the company for years. ","spans":[]},{"type":"paragraph","text":"Zach made his way up through the ranks, and now he’s a senior member of the Sales Team. If you want to know about how the company works, Zach’s your man. When it comes to what connects with website visitors and how best to convert those prospects to customers, Zach can tell you. Back in 2018, Zach was working with the website team and he came up with some stellar ideas – online sales were up and subscribers grew by more than 10%. ","spans":[]},{"type":"paragraph","text":"That worked, those were some good times. ","spans":[]},{"type":"paragraph","text":"But now sales are slowing, and no-one is signing up for the newsletter. But it can’t be the website? It can’t be the work that Zach did: that’s the high watermark in website performance, that’s how we do things here. Zach’s strategy was successful – we shouldn’t be changing that, as it’s what’s driven the most success?","spans":[{"start":187,"end":215,"type":"em"}]},{"type":"paragraph","text":"The answer is: you might not need to, but what you’re experiencing is institutional folklore – the in-house, ingrained belief that something that was successful one, two, five years ago is still relevant and effective; something that produced results, when everyone got a slap on the back, drinks after work, yeah? Whilst it can be difficult to admit that the goose is no longer laying the golden egg there is a process and tools to assist in overcoming your institutional folklore and it is Conversion Rate Optimisation (CRO). ","spans":[{"start":70,"end":92,"type":"em"}]},{"type":"heading2","text":"Institutional folklore tends to fall into three main categories:","spans":[]},{"type":"list-item","text":"The Legends: Zach’s work on the website would fall under this category, an apogee of performance where it seems unthinkable to change. Whilst Juice WRLD would have you believing that legends-never-die, it’s a fact that they can fade and things that were once on a pedestal can end up lying in ruins. CRO and A/B testing give you the ability to tweak all elements of your website to understand if what used to work still does, or if a new approach is needed.","spans":[{"start":0,"end":12,"type":"strong"},{"start":142,"end":200,"type":"hyperlink","data":{"link_type":"Web","url":"https://open.spotify.com/album/6n9DKpOxwifT5hOXtgLZSL?si=5BRl_rPrSNCEN6Tq4piUkA"}}]},{"type":"list-item","text":"The Commandments: a commandment usually comes from outside of the organisation by a Moses-like industry-leader; generally adopted from the top down. A commandment is something that is accepted as a given for example: a specific type of user will always present a specific type of behaviour, mobile-first always, every website needs a gorgeous bit of photography on its homepage, etc. And whilst commandments maybe right for the majority, CRO and A/B testing allows you to check if it is correct for your website and audience.","spans":[{"start":0,"end":18,"type":"strong"},{"start":499,"end":503,"type":"em"}]},{"type":"list-item","text":"The Fables: the fable comes from afar; a business legend but without the internal history. The fable comes from Naomi. Like a medieval troubadour, Naomi tells tales of when she worked for a successful multi-national and at that company they did this thing which increased sign-ups by 5% and saw LTV go up by more than a quarter. Now this external folklore is bought to you and adopted by rote; and Naomi’s fable may work wonders for you and it may be why she was hired, but by interrogating it with A/B testing you can test if it is right, rather just using it because you heard-it-worked-somewhere-else.","spans":[{"start":0,"end":11,"type":"strong"},{"start":220,"end":235,"type":"em"}]},{"type":"paragraph","text":"Having a strong CRO process supported by a testing programme as a baked-in part of your website’s life cycle is imperative to not only counter things like institutional folklore but to systematically enhance user experience, boost conversion rates, and ultimately drive meaningful business growth. ","spans":[]},{"type":"heading2","text":"An essential part of your CRO process is to have four key elements clearly defined:","spans":[]},{"type":"list-item","text":"The Conversion: Defining what you're trying to measure may seem like a simple task, and often is. However, it's essential to ensure that what is being measured is clear, ensuring that all stakeholders are aligned, promoting more focused collaboration and working.","spans":[{"start":0,"end":16,"type":"strong"}]},{"type":"list-item","text":"The Journey: Once where you’re trying to get users to is defined, you then need to understand how they got there. Mapping the user journey provides essential information on where blocker and enablers might be, making it a crucial step in the development of strong testing hypotheses","spans":[{"start":0,"end":12,"type":"strong"},{"start":18,"end":24,"type":"em"},{"start":94,"end":97,"type":"em"}]},{"type":"list-item","text":"The Blockers: With the conversion and journey defined, you need to understand what is stopping visitors completing them. Identifying potential blockers is essential for creating effective A/B tests and can be the focus of continuous iteration within testing programmes.","spans":[{"start":0,"end":14,"type":"strong"}]},{"type":"list-item","text":" The Enablers: Whilst understanding what isn’t working is important, so is identifying what does. Through pinpointing the enabling elements of your site, A/B tests can be generated using the success as the backbone of a hypothesis.","spans":[{"start":1,"end":14,"type":"strong"}]},{"type":"paragraph","text":"With these four elements defined, generating hypotheses, scoping and iteration mapping become easier to execute, and communicate. Through using a tool such as FigPii to undertake A/B testing alongside the use of technologies such as SiteCore Personalize to tailor each user’s visit to their specific requirements, a robust programme of testing can be undertaken, all underpinned by statistically significant data. ","spans":[{"start":159,"end":165,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.figpii.com/"}},{"start":233,"end":253,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.sitecore.com/products/personalize"}}]},{"type":"heading2","text":"What about Zach?","spans":[]},{"type":"paragraph","text":"Sure, Zach still gets some credit. But his past successes need reevaluation, especially when woven into the fabric of a company’s culture and lore. A robust CRO methodology and testing programme is a means to interrogate new hypotheses and is ultimately the key to systematically enhance user experience, boost converting visits, and drive success on your website. Acknowledge Zach's contributions, but also recognise that tradition and past successes shouldn’t be a shortcut to thinking or trying things that oppose the status quo. ","spans":[]},{"type":"paragraph","text":"Sorry Zach.","spans":[]}]}}],"_meta":{"uid":"overcoming-institutional-folklore-with-cro"}}},{"node":{"article_type":"Opinion","title":[{"type":"heading1","text":"GA4 in 2024: A list of our hopes and dreams","spans":[{"start":0,"end":43,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"Last June, Google sunsetted the much-loved Universal Analytics (UA) and in its place, we were handed Google Analytics 4. GA4 has been met with some criticism, so in this post, Analyst Sam, shares his predictions and wish list for GA4 in 2024. Think AI, privacy, accessibility, the return of views and some serious competition. Read more here. ","spans":[]}],"seodescription":null,"seotitle":null,"author":{"__typename":"PRISMIC_Person","name":"Sam Berger","job_title":"Digital Analyst","profile_picture":null},"published":"2024-01-16","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/5d0da989-13cd-4608-a4c3-2584de041df2_8ball.png?auto=compress,format"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/d0fee4c67c5707d7d14e616eaa4ca160/ea5de/5d0da989-13cd-4608-a4c3-2584de041df2_8ball.png","srcSet":"/static/d0fee4c67c5707d7d14e616eaa4ca160/6b0e5/5d0da989-13cd-4608-a4c3-2584de041df2_8ball.png 200w,\n/static/d0fee4c67c5707d7d14e616eaa4ca160/a489e/5d0da989-13cd-4608-a4c3-2584de041df2_8ball.png 400w,\n/static/d0fee4c67c5707d7d14e616eaa4ca160/ea5de/5d0da989-13cd-4608-a4c3-2584de041df2_8ball.png 800w,\n/static/d0fee4c67c5707d7d14e616eaa4ca160/b36f0/5d0da989-13cd-4608-a4c3-2584de041df2_8ball.png 1200w,\n/static/d0fee4c67c5707d7d14e616eaa4ca160/cfd9e/5d0da989-13cd-4608-a4c3-2584de041df2_8ball.png 1600w,\n/static/d0fee4c67c5707d7d14e616eaa4ca160/96abc/5d0da989-13cd-4608-a4c3-2584de041df2_8ball.png 1808w","srcWebp":"/static/d0fee4c67c5707d7d14e616eaa4ca160/0c129/5d0da989-13cd-4608-a4c3-2584de041df2_8ball.webp","srcSetWebp":"/static/d0fee4c67c5707d7d14e616eaa4ca160/0e93d/5d0da989-13cd-4608-a4c3-2584de041df2_8ball.webp 200w,\n/static/d0fee4c67c5707d7d14e616eaa4ca160/2259f/5d0da989-13cd-4608-a4c3-2584de041df2_8ball.webp 400w,\n/static/d0fee4c67c5707d7d14e616eaa4ca160/0c129/5d0da989-13cd-4608-a4c3-2584de041df2_8ball.webp 800w,\n/static/d0fee4c67c5707d7d14e616eaa4ca160/45222/5d0da989-13cd-4608-a4c3-2584de041df2_8ball.webp 1200w,\n/static/d0fee4c67c5707d7d14e616eaa4ca160/1f191/5d0da989-13cd-4608-a4c3-2584de041df2_8ball.webp 1600w,\n/static/d0fee4c67c5707d7d14e616eaa4ca160/70720/5d0da989-13cd-4608-a4c3-2584de041df2_8ball.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"ga4-in-2024-the-complete-list-of-our-hopes-and-dreams"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"The power of nonsense in copywriting ","spans":[{"start":0,"end":37,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"Copywriting is an ancient art form that's as relevant in a digital age as it was when we were writing on stones. The journey to finding the best words can be complex and dynamic, but vital to delivering the results you need. The copy your user engages with has the power to make or break your business and in this blog, Amy explains her process to finding just the right words. ","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Amy Matthews","job_title":"Senior Copywriter"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/6540e8130b105250cf53c46d_smileys.png?auto=format,compress"},"article_type":"Opinion","published":"2023-10-31","link":{"uid":"the-power-of-nonsense"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/6540e8130b105250cf53c46d_smileys.png?auto=format,compress"},"_meta":{"uid":"the-power-of-nonsense"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"The evolution of client services and what it means for you","spans":[{"start":0,"end":58,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"Client services used to revolve around managing relationships, ensuring project progress, handling financial matters and paperwork. However, times are changing. Today we take a product-based approach with the focus shifting to delivering experiences that generate real value. Read on to find out how.  ","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Ben Murphy","job_title":"Client Services Director"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/29e2e276-414e-4ec5-81ec-49734397c023_cs+blog.jpg?auto=compress,format"},"article_type":"Opinion","published":"2023-09-26","link":{"uid":"the-evolution-of-client-services-building-value-and"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/29e2e276-414e-4ec5-81ec-49734397c023_cs+blog.jpg?auto=compress,format"},"_meta":{"uid":"the-evolution-of-client-services-building-value-and"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"State of Social 01: Get ahead of the game","spans":[{"start":0,"end":41,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"As you might expect, our Social Media Manager really loves social media. Instagram, TikTok, BeReal, Meta, X, Snapchat; you name it, Verity is all over it. We thought all this insight was too good to keep to ourselves, so we’re happy to introduce the State of Social. The content series where we lift the lid on how to not just do social well, but smash it. ","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Verity Hyde","job_title":"Social Media Manager"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/19c992f9-db5e-4226-a6e4-e3eb58995db4_State+of+Social+Blog+Post+%281%29.jpg?auto=compress,format"},"article_type":"News","published":"2024-01-12","link":{"uid":"the-state-of-social-number-one-"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/19c992f9-db5e-4226-a6e4-e3eb58995db4_State+of+Social+Blog+Post+%281%29.jpg?auto=compress,format"},"_meta":{"uid":"the-state-of-social-number-one-"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"It’s January 2024 and for six months Google Analytics 4 (GA4) has been pretty much the only version of the market-leading web analytics platform available.","spans":[]},{"type":"paragraph","text":"Last June, Google, in its infinite wisdom, sunsetted the much-loved Universal Analytics (UA). It was seen by many as a rash move particularly as GA4 wasn’t (and in many ways still isn’t) ready to go to market; and whilst Google continue to roll out updates on a regular basis there are still features that many of us in the analytics community would like to see either return or added. ","spans":[{"start":240,"end":256,"type":"hyperlink","data":{"link_type":"Web","url":"https://support.google.com/analytics/answer/9164320"}}]},{"type":"paragraph","text":"In this post I’m going to take a look at some of the things that I think we’ll see coming to Google Analytics in 2024 and I’ll also cover off some features on my analytics wish list, that I’d love to see.","spans":[]},{"type":"heading2","text":"Oh yeah… AI","spans":[]},{"type":"paragraph","text":"Let’s just get this bit out the way. ","spans":[]},{"type":"paragraph","text":"Yes, for sure, AI will likely find its way deeper into Google Analytics, but there will likely be much greater development in GA’s machine-learning capabilities. You can currently find some of this lurking around the edges of the UI such as in the Insights panels on the Report snapshot landing page, but with the volume of data that GA is ingesting and the speed at which AI and ML are moving, it seems almost inevitable that we’ll see more of this in 2024. I think will be predominantly across two areas:","spans":[{"start":248,"end":256,"type":"em"},{"start":271,"end":286,"type":"em"}]},{"type":"o-list-item","text":"Modelling the missing data: By using observed data from users who opt-in to tracking and marrying this with modelled data both from the machine-learning engines and from anonymised pings via Consent Mode, we will be able to close some of the gaps in data imposed by GDPR regulations.","spans":[{"start":0,"end":27,"type":"strong"},{"start":191,"end":203,"type":"hyperlink","data":{"link_type":"Web","url":"https://support.google.com/analytics/answer/9976101?hl=en"}}]},{"type":"o-list-item","text":"Understanding your requirements: Out the box, GA is a jack-of-all-trades and a master of none. AI may start helping by observing GA users on an account level and providing them with data specific to their needs. All of these require the GA practitioner to go to different reports and to do different things but AI may help surface these reports based on each user’s specific requirements.","spans":[{"start":0,"end":33,"type":"strong"},{"start":14,"end":19,"type":"em"},{"start":365,"end":375,"type":"em"}]},{"type":"heading2","text":"Private Parts","spans":[]},{"type":"paragraph","text":"Google Analytics can be a privacy minefield. Over the past few years, there have been a number of EU court rulings that cast doubt on the validity of its data privacy mechanisms. In 2024 we’ll see additional options on how and where data is stored (see EU’s Digital Markets Act). The hope is that these additional protections will result in more users choosing to share their data with us again, allowing for a clearer, more accurate picture of activity across our digital estates.","spans":[{"start":88,"end":114,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.dataguidance.com/resource/definitive-guide-schrems-ii"}},{"start":258,"end":277,"type":"hyperlink","data":{"link_type":"Web","url":"https://digital-markets-act.ec.europa.eu/index_en"}}]},{"type":"paragraph","text":"The other biggy that doesn’t affect Google Analytics, but is worth mentioning because you will be told that it does, is Google’s decision to finally start deprecating the use of third-party cookies on their Chrome web browser. As third-party cookies slowly disappear, we may also see loosening of some of the cookie banner requirements currently imposed via GDPR. Certainly for UK users the Data Protection and Digital Information Bill will assist in removing some of the most stringent hurdles. This in turn will allow digital analysts and the teams they support to again provide a more accurate picture of website and app activity.","spans":[{"start":21,"end":52,"type":"em"},{"start":111,"end":115,"type":"em"},{"start":149,"end":197,"type":"hyperlink","data":{"link_type":"Web","url":"https://developers.google.com/privacy-sandbox/3pcd"}},{"start":391,"end":435,"type":"hyperlink","data":{"link_type":"Web","url":"https://bills.parliament.uk/bills/3430"}}]},{"type":"heading2","text":"Points of View","spans":[]},{"type":"paragraph","text":"One of the biggest grumbles I hear about GA4 compared to UA is the loss of Views. Views were great – it meant you could create a window into a specific part of your website and filter out everything else. They were immensely useful; I had a View that was literally just my traffic (based on my IP), which made testing and debugging really easy. Then GA4 came along and you couldn’t do that anymore. There are rumours that some sort of View-like feature is coming in 2024, possibly in Data Streams, but until then we shall wait with fingers crossed.","spans":[{"start":75,"end":80,"type":"em"},{"start":82,"end":87,"type":"em"},{"start":241,"end":245,"type":"em"},{"start":435,"end":439,"type":"em"},{"start":484,"end":496,"type":"em"}]},{"type":"heading2","text":"Accessibility: Google, really?","spans":[]},{"type":"paragraph","text":"The Explore feature is one of the most welcome additions to GA4 compared to UA. The ability to create bespoke reports with multiple-layered dimensions has made creating complex datasets much less time consuming. However, almost inconceivably for a company as large as Google, the user-interface, and in particular the charts, are an accessibility disaster. I’m not an accessibility expert, but even from a layman’s point-of-view the data visualisations are some of the worst I’ve seen. Low colour contrast makes differentiating data points next to impossible and keys are so small as to render them essentially useless. I’d love to see this improved this year, both for my sake, but more importantly for users where an accessibility-optimised experience is required as standard.","spans":[{"start":4,"end":11,"type":"em"}]},{"type":"heading2","text":"Peace out, Google Analytics","spans":[]},{"type":"paragraph","text":"I think 2024 will be the year that a new rival platform emerges as an analogous, free tool that encompasses all the goodness of GA4 and provides users with something new and exciting. Platforms such as Matomo and Piwik are already attracting some of the more disillusioned UA-loving users away. I would also not be surprised to see Google starting to throttle the analytics accounts in terms of accuracy and scope in a bid to move users to their paid 360 solution. For users requiring accuracy at a low-cost, a move to using Google BigQuery maybe the best solution; it provides the most accurate representation of the data with the opportunity to analyse and visualise in a platform most suited to a user’s specific requirements. ","spans":[{"start":202,"end":208,"type":"hyperlink","data":{"link_type":"Web","url":"https://matomo.org/"}},{"start":213,"end":218,"type":"hyperlink","data":{"link_type":"Web","url":"https://piwik.pro/"}},{"start":525,"end":540,"type":"hyperlink","data":{"link_type":"Web","url":"https://cloud.google.com/bigquery"}}]},{"type":"heading2","text":"Final Thoughts","spans":[]},{"type":"paragraph","text":"Google Analytics remains a great tool for web analytics, and GA4 has some great features; it’s easy to grumble about change. I believe that this time next year GA4 will be in a much better place – the product is still in heavy development. Couple this with the increasing omnipresence of AI, I think the next twelve months will be a very interesting ride for all Google Analytics users.","spans":[]},{"type":"paragraph","text":"Need Sam's expertise on how to optimise your analytics? Get in touch.","spans":[{"start":56,"end":68,"type":"hyperlink","data":{"link_type":"Web","url":"https://greatstate.co/contact"}}]}]}}],"_meta":{"uid":"ga4-in-2024-the-complete-list-of-our-hopes-and-dreams"}}},{"node":{"article_type":"Opinion","title":[{"type":"heading1","text":"Higher Ed: Get ready for connected campus... ","spans":[{"start":0,"end":45,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"Universities are working hard to mature their digital touch points; bringing them in line with students’ increasing expectations. A topic gaining momentum (and for good reason) is the connected campus. But what does that mean in reality? And how could it benefit your university? Adrian explains all in this blog... ","spans":[]}],"seodescription":null,"seotitle":null,"author":{"__typename":"PRISMIC_Person","name":"Adrian Bryers","job_title":"Lead Strategist","profile_picture":null},"published":"2023-11-29","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/ff26f416-254a-4675-a7d3-1e93911caf0e_Connected+campus+blog+header.jpg?auto=compress,format"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/69190e9bebc6dc2b764e1303bc7aca12/d47f1/ff26f416-254a-4675-a7d3-1e93911caf0e_Connected%2Bcampus%2Bblog%2Bheader.jpg","srcSet":"/static/69190e9bebc6dc2b764e1303bc7aca12/b5b92/ff26f416-254a-4675-a7d3-1e93911caf0e_Connected%2Bcampus%2Bblog%2Bheader.jpg 200w,\n/static/69190e9bebc6dc2b764e1303bc7aca12/3ff6e/ff26f416-254a-4675-a7d3-1e93911caf0e_Connected%2Bcampus%2Bblog%2Bheader.jpg 400w,\n/static/69190e9bebc6dc2b764e1303bc7aca12/d47f1/ff26f416-254a-4675-a7d3-1e93911caf0e_Connected%2Bcampus%2Bblog%2Bheader.jpg 800w,\n/static/69190e9bebc6dc2b764e1303bc7aca12/86173/ff26f416-254a-4675-a7d3-1e93911caf0e_Connected%2Bcampus%2Bblog%2Bheader.jpg 1200w,\n/static/69190e9bebc6dc2b764e1303bc7aca12/a5547/ff26f416-254a-4675-a7d3-1e93911caf0e_Connected%2Bcampus%2Bblog%2Bheader.jpg 1600w,\n/static/69190e9bebc6dc2b764e1303bc7aca12/1bd97/ff26f416-254a-4675-a7d3-1e93911caf0e_Connected%2Bcampus%2Bblog%2Bheader.jpg 1808w","srcWebp":"/static/69190e9bebc6dc2b764e1303bc7aca12/0c129/ff26f416-254a-4675-a7d3-1e93911caf0e_Connected%2Bcampus%2Bblog%2Bheader.webp","srcSetWebp":"/static/69190e9bebc6dc2b764e1303bc7aca12/0e93d/ff26f416-254a-4675-a7d3-1e93911caf0e_Connected%2Bcampus%2Bblog%2Bheader.webp 200w,\n/static/69190e9bebc6dc2b764e1303bc7aca12/2259f/ff26f416-254a-4675-a7d3-1e93911caf0e_Connected%2Bcampus%2Bblog%2Bheader.webp 400w,\n/static/69190e9bebc6dc2b764e1303bc7aca12/0c129/ff26f416-254a-4675-a7d3-1e93911caf0e_Connected%2Bcampus%2Bblog%2Bheader.webp 800w,\n/static/69190e9bebc6dc2b764e1303bc7aca12/45222/ff26f416-254a-4675-a7d3-1e93911caf0e_Connected%2Bcampus%2Bblog%2Bheader.webp 1200w,\n/static/69190e9bebc6dc2b764e1303bc7aca12/1f191/ff26f416-254a-4675-a7d3-1e93911caf0e_Connected%2Bcampus%2Bblog%2Bheader.webp 1600w,\n/static/69190e9bebc6dc2b764e1303bc7aca12/70720/ff26f416-254a-4675-a7d3-1e93911caf0e_Connected%2Bcampus%2Bblog%2Bheader.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"higher-ed-time-to-get-ready-for-connected-campus.."},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Universities: Here's how to better reach your students","spans":[{"start":0,"end":54,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"A message to universities: it’s time to think outside of the box when it comes to reaching your students. We're not saying you should parachute your well-being resources into the Student Union or offer free QR code tattoos linking to your student app, but you need to meet them where they're at, in an ever-shifting digital landscape. We can help. ","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Laura Goss","job_title":"Content Strategist"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/6b7f4685-1241-48c4-9acb-a7d586cbf903_Content+Strat+blog2.1.jpg?auto=compress,format"},"article_type":"Opinion","published":"2023-08-01","link":{"uid":"universities-heres-how-you-better-reach-your-students"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/6b7f4685-1241-48c4-9acb-a7d586cbf903_Content+Strat+blog2.1.jpg?auto=compress,format"},"_meta":{"uid":"universities-heres-how-you-better-reach-your-students"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"The Higher Education Digital Experience Report","spans":[{"start":0,"end":46,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"Our new research deep dives into the current digital landscape of Higher Education. The results reveal an emerging Digital Experience Gap within universities, which is only set to increase.","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Nicola Hinds","job_title":"Strategy Director"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/830c9665-ab90-47ca-b350-9298f62a7854_GS_HE_Blog.png?auto=compress,format"},"article_type":"Reports","published":"2022-06-21","link":{"uid":"the-higher-education-digital-experience-report-2022"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/830c9665-ab90-47ca-b350-9298f62a7854_GS_HE_Blog.png?auto=compress,format"},"_meta":{"uid":"the-higher-education-digital-experience-report-2022"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Creating a Content Strategy Students Actually Engage With","spans":[],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Universities need to get content right. They need it to connect to prospective students to ensure a healthy acquisition pipeline. But, how do you ensure each student receives what they need? How do you form a consistent experience? How do you meet a broad mix of expectations? It's a daunting set of questions but content strategy can save you. ","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Laura Goss","job_title":"Content Strategist"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/67151827-271f-4175-8b81-c7ff96f39719_CONTENT+STRAT+BLOG+1.jpg?auto=compress,format"},"article_type":"Opinion","published":"2023-07-20","link":{"uid":"how-to-create-a-content-strategy-that-students-actually-engage-with"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/67151827-271f-4175-8b81-c7ff96f39719_CONTENT+STRAT+BLOG+1.jpg?auto=compress,format"},"_meta":{"uid":"how-to-create-a-content-strategy-that-students-actually-engage-with"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Many universities are working hard to mature their digital touch points; bringing them in line with students’ increasing expectations.","spans":[]},{"type":"paragraph","text":"A topic gaining momentum (and for good reason) is that of the connected campus. A step beyond a ‘Smart Campus’, a connected campus doesn’t just enhance the students’ lived experience on campus through digital, but goes a step further and links the physical and digital environments together. ","spans":[]},{"type":"paragraph","text":"Applications for a connected campus could be things like:","spans":[]},{"type":"list-item","text":"Using digital mapping and monitoring to create a fully representative digital model of your physical real-estate","spans":[]},{"type":"list-item","text":"Developing approaches to harnessing connected technology with open standards","spans":[]},{"type":"list-item","text":"Enhancing the learning environment for both educators and students.","spans":[]},{"type":"paragraph","text":"In order to understand why a connected campuses will be important for future-facing higher education institutions, it's helpful to look back at early digital ambitions. ","spans":[]},{"type":"heading2","text":"So, where did it all start?","spans":[]},{"type":"paragraph","text":"As the scales tipped from central funding to user funded, our students have become paying customers. Whilst they still lack some of the freedoms of customers, there has been a push from central Government to improve the student experience, especially in the digital realm. Partly to promote higher education institutions to wider audiences but also to create an increased personal investment to attend.","spans":[{"start":136,"end":157,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.dazeddigital.com/life-culture/article/59941/1/students-want-their-tuition-fees-back-student-group-claim-ucl-refund"}}]},{"type":"paragraph","text":"In the UK, universities are investing in replacing or overhauling tech and IT systems, often with very limited spending power and always intertwined with overlapping internal priorities. As a result, many of these projects are left unfinished, misunderstood or performing below both student and faculty expectations. Without a C-Suite management figure to push through choices, HEI’s need to operate with broad consensus and strategic alignment.","spans":[]}]}},{"__typename":"PRISMIC_Blog_articleBodyContent_width_image","type":"content_width_image","primary":{"caption":null,"content_width_image":{"dimensions":{"width":1600,"height":900},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/c606530b-5a37-4415-92ec-a0624cea656e_H.Erecrop1.jpg?auto=compress,format"},"content_width_imageSharp":{"childImageSharp":{"fluid":{"aspectRatio":1.7777777777777777,"src":"/static/65adb1e44b168cc9360d9403fdbb256b/e3107/c606530b-5a37-4415-92ec-a0624cea656e_H.Erecrop1.jpg","srcSet":"/static/65adb1e44b168cc9360d9403fdbb256b/b754d/c606530b-5a37-4415-92ec-a0624cea656e_H.Erecrop1.jpg 320w,\n/static/65adb1e44b168cc9360d9403fdbb256b/4dbff/c606530b-5a37-4415-92ec-a0624cea656e_H.Erecrop1.jpg 640w,\n/static/65adb1e44b168cc9360d9403fdbb256b/e3107/c606530b-5a37-4415-92ec-a0624cea656e_H.Erecrop1.jpg 1280w,\n/static/65adb1e44b168cc9360d9403fdbb256b/a5547/c606530b-5a37-4415-92ec-a0624cea656e_H.Erecrop1.jpg 1600w","srcWebp":"/static/65adb1e44b168cc9360d9403fdbb256b/80f20/c606530b-5a37-4415-92ec-a0624cea656e_H.Erecrop1.webp","srcSetWebp":"/static/65adb1e44b168cc9360d9403fdbb256b/c172f/c606530b-5a37-4415-92ec-a0624cea656e_H.Erecrop1.webp 320w,\n/static/65adb1e44b168cc9360d9403fdbb256b/c03cf/c606530b-5a37-4415-92ec-a0624cea656e_H.Erecrop1.webp 640w,\n/static/65adb1e44b168cc9360d9403fdbb256b/80f20/c606530b-5a37-4415-92ec-a0624cea656e_H.Erecrop1.webp 1280w,\n/static/65adb1e44b168cc9360d9403fdbb256b/1f191/c606530b-5a37-4415-92ec-a0624cea656e_H.Erecrop1.webp 1600w","sizes":"(max-width: 1280px) 100vw, 1280px","presentationWidth":1280}}}}},{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"heading2","text":"So how can HEI’s start their journey to a connected future?","spans":[]},{"type":"paragraph","text":"In demonstrating the need for this new campus approach, The Department for Higher Education were light on a universal definition of a connected campus. In our experience it fits into one of three views:","spans":[]},{"type":"o-list-item","text":"A collection of systems linking the physical and the digital environment","spans":[]},{"type":"o-list-item","text":"The union between data, policy and smart devices that delivers value to a campus’s communities","spans":[]},{"type":"o-list-item","text":"Interconnectivity that removes boundaries created by geography enabling seamlessness","spans":[]},{"type":"paragraph","text":"Which one aligns the best depends both on ambition and the starting point of that individual university. Many UK institutions have their roadmap in place but have yet to formalise it with a programme or strategic roadmap.","spans":[]},{"type":"heading2","text":"The foundations for connectivity","spans":[]},{"type":"paragraph","text":"With the onset of broadband, Wi-Fi and mobile networking, the bare bones of connectivity already exist in various flavours in the university setting. When we include the widespread student usage of high capability smart phones we have two key building blocks of a connected campus, so what’s missing?","spans":[]},{"type":"o-list-item","text":"Sensors within the built environment","spans":[]},{"type":"o-list-item","text":"Ability to store and access data","spans":[]},{"type":"o-list-item","text":"User experiences powered by data","spans":[]},{"type":"o-list-item","text":"Ability to analyse and interpret large data sets","spans":[]},{"type":"paragraph","text":"It’s common for HEI’s to have differing levels of maturity across these capabilities and even more prevalent for these to be managed or ‘owned’ by different areas of the organisation. ","spans":[]},{"type":"paragraph","text":"An additional part of the puzzle is focused around stakeholder ownership - who in the executive or operational structure would lead the alignment of internal systems for the improvement of all campus communities?","spans":[]}]}},{"__typename":"PRISMIC_Blog_articleBodyContent_width_image","type":"content_width_image","primary":{"caption":null,"content_width_image":{"dimensions":{"width":1600,"height":900},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/4a773c19-0a96-47d0-adc6-9d47e6fbb144_h.eslide2.jpg?auto=compress,format"},"content_width_imageSharp":{"childImageSharp":{"fluid":{"aspectRatio":1.7777777777777777,"src":"/static/0fd81189defc0d5261ca7819fb4a2caf/e3107/4a773c19-0a96-47d0-adc6-9d47e6fbb144_h.eslide2.jpg","srcSet":"/static/0fd81189defc0d5261ca7819fb4a2caf/b754d/4a773c19-0a96-47d0-adc6-9d47e6fbb144_h.eslide2.jpg 320w,\n/static/0fd81189defc0d5261ca7819fb4a2caf/4dbff/4a773c19-0a96-47d0-adc6-9d47e6fbb144_h.eslide2.jpg 640w,\n/static/0fd81189defc0d5261ca7819fb4a2caf/e3107/4a773c19-0a96-47d0-adc6-9d47e6fbb144_h.eslide2.jpg 1280w,\n/static/0fd81189defc0d5261ca7819fb4a2caf/a5547/4a773c19-0a96-47d0-adc6-9d47e6fbb144_h.eslide2.jpg 1600w","srcWebp":"/static/0fd81189defc0d5261ca7819fb4a2caf/80f20/4a773c19-0a96-47d0-adc6-9d47e6fbb144_h.eslide2.webp","srcSetWebp":"/static/0fd81189defc0d5261ca7819fb4a2caf/c172f/4a773c19-0a96-47d0-adc6-9d47e6fbb144_h.eslide2.webp 320w,\n/static/0fd81189defc0d5261ca7819fb4a2caf/c03cf/4a773c19-0a96-47d0-adc6-9d47e6fbb144_h.eslide2.webp 640w,\n/static/0fd81189defc0d5261ca7819fb4a2caf/80f20/4a773c19-0a96-47d0-adc6-9d47e6fbb144_h.eslide2.webp 1280w,\n/static/0fd81189defc0d5261ca7819fb4a2caf/1f191/4a773c19-0a96-47d0-adc6-9d47e6fbb144_h.eslide2.webp 1600w","sizes":"(max-width: 1280px) 100vw, 1280px","presentationWidth":1280}}}}},{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"heading2","text":"Uniting communities under student experience","spans":[]},{"type":"paragraph","text":"A common thread in today’s HEI’s is to share accountability of the student experience across different areas; be it welfare, teaching, accommodation, or IT. With good reason and intent, these departments will work towards their respective briefs under differing operational scenarios. Each focussing on a mix of education reality (physical spaces such as lecture halls) and real-world necessity (students must feel safe and be able to access services). However, rarely do we have a single role owning the experience of being a student customer; a role that would encompass both the physical reality of education and the real-world necessity. Who is championing the experience of our 2.8 million UK students across 285 gigher education providers and guiding teams to focus on the customer over constraints?","spans":[{"start":683,"end":697,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.hesa.ac.uk/data-and-analysis/students/whos-in-he#provider"}}]},{"type":"heading2","text":"The promised land - a connected experience on and off campus","spans":[]},{"type":"paragraph","text":"As financial and political headwinds continue to buffet our higher education institutions they must rationalise investing in new technologies and services. These will both support their onsite communities and a growing population of off-campus learners. Through a connected campus approach, universities can improve the underlying campus experience and understand more around utilisation and can plan for future needs with a better view of the current.","spans":[]},{"type":"paragraph","text":"I recently hosted a webinar on the topic of connected campus. If you’re interested and want to learn more about the applications of connected campus and the steps needed to get there. You can watch the full webinar below, and get in touch here.","spans":[{"start":226,"end":243,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.greatstate.co/contact"}}]}]}},{"__typename":"PRISMIC_Blog_articleBodyVideo_embed","type":"video_embed","primary":{"vimeo_id":"882865708"}}],"_meta":{"uid":"higher-ed-time-to-get-ready-for-connected-campus.."}}}],"totalCount":81}}},"pageContext":{"isCreatedByStatefulCreatePages":true,"rootQuery":"\n  query PrismicBlogArticlesOpinion {\n    prismic {\n      allBlog_pages {\n        edges {\n          node {\n            heading\n            seodescription\n            seotitle\n          }\n        }\n      }\n      allBlog_articles(sortBy: published_DESC, where: { filter_fulltext: \"FilterOpinion\" }) {\n        edges {\n          node {\n            ...prismicBlogArticleFields\n          }\n        }\n        totalCount\n      }\n    }\n  }\n"}}