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