As a part of the second version of our “Meet the Management” collection, we’re excited to introduce Andee Olson, Chief Working Officer at Obsess. We requested Andee to share highlights from her skilled journey, what led her to Obsess, recommendation on impactful management, the function of gamification in commerce right now 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: Once I look again at my profession journey, I’m reminded of a marketing campaign we did at Bumble known as “One Connection.” The entire concept behind the marketing campaign was that it solely takes one particular person to consider 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 useful me for an internship at Vogue, which finally become 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 useful me for roles at Bumble and employed me at Code and Concept, and I really feel very lucky for that.
I additionally labored with our present founder and CEO, Neha Singh, at Vogue, the place she was main product on the time. I used to be working in a extra operational and technique function, given my engineering background, and he or she was the one who inspired me to discover product administration. I had by no means heard of product administration earlier than, however it turned out I used to be already working in that capability. I took correct coaching and product administration has been one thing I’ve utilized in each function since. After we each left Vogue, I informed Neha to maintain me in thoughts if something fascinating got here up sooner or later, and I all the time stated I’d observe her anyplace. And certain sufficient, she did! I’m so grateful that Neha was one in every of my “one connections”—her encouragement introduced me many profession alternatives and finally led me to the place I’m right now.
Q. For these beginning their careers and aspiring to management positions, what are some qualities or classes you realized alongside the best way?
AO: I’ve had wonderful function fashions and mentors—individuals I look as much as and nonetheless go to with questions. So, I positively wish to give again what I’ve been given. Everybody has a special management model and what I’ve discovered works finest for me is supporting the group, main with empathy and, in fact, typically a dose of robust love goes a good distance. I don’t ask of my group something I wouldn’t do myself. I really feel so fortunate to handle such a hardworking group of individuals. They’re pushed, they’re inventive and so they all the time deliver their finest to the desk, which makes my job lots simpler. I’m capable of set greater expectations due to it. The way in which I see my function is to assist them the very best I can. Finally, their success is my success, which is the corporate’s success. I’m right here to be my group’s cheerleader for all times—I need to have the ability to assist them even after Obsess. I nonetheless keep up a correspondence with so a lot of my earlier coworkers.
For anybody aspiring to be a frontrunner, it’s important to discover what works for you on the subject of management model. A whole lot of the time, a management model might be just right for you, however it won’t work for the individuals you’re managing—that is one thing I’ve realized alongside the best way too. It’s about discovering that steadiness: begin with a basis and evolve based mostly in your group’s wants. , my dad has all the time been somebody I’ve gone to for recommendation and seemed as much as for management steerage 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 all the time inform everybody on my group that I’ll most likely be working for them at some point, and I consider 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 taking part in 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. In actual fact, most match into a number of classes. The 2 most typical are: “utility-driven,” the place a consumer is aware of precisely what they wish to purchase, and “exploratory,” the place customers wish 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 the whole lot, and also you’re making the exploration facet enjoyable. On the finish of the day, purchasing ought to be enjoyable, proper? If you’re in search of one thing, you wish to really feel impressed and also you additionally wish to benefit from the course of. And whilst you’re doing that, you’re participating with the model. The extra you perceive what the model is about, the extra reminiscences you’re making—and people reminiscences will keep on with you! You won’t buy at that actual second, however you’re prone to buy sooner or later due to the connection you’ve made with the model.
After we have a look at our clients who’ve prioritized gamification of their digital experiences, the outcomes converse for themselves. Customers are spending extra time, clicking on extra parts, returning extra typically and trying out with extra merchandise. Finally, it’s important to cater to this exploratory viewers. If not, your model will miss out on an enormous alternative. It’s the pure extension of what’s been taking place for years—first with 2D content material, then with Obsess’ 3D content material, and now taking it one step additional with gamification.
Q. On the subject of gamification, over the previous yr, Obsess has designed and developed branded experiences for Roblox. With bodily commerce now a part of the platform’s roadmap, what’s your suggestion for manufacturers?
AO: I couldn’t advocate Roblox extra for manufacturers, particularly these seeking to goal youthful audiences. Whereas Roblox is named a gaming platform that appeals to younger kids, it’s more and more widespread with the 18-34 age group, which is what’s engaging manufacturers. Based on the most recent 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 when it comes to dimension, however it’s additionally a extremely engaged viewers.
So if I’m a model, I’m considering: how do I attain this high-value viewers? A 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 too can fully customise the expertise to make it really distinctive to your model. This lets you educate customers about your model, showcase what it’s important to provide and even incorporate your model’s core values—all by means of a enjoyable and fascinating expertise.
Now, with the lately introduced Shopify integration, manufacturers have the power to transform these customers into paying clients. If manufacturers aren’t taking note of this but, they completely ought to be, as a result of many are—and also you don’t wish to be left behind with this viewers. I feel we’ll see a variety of manufacturers reap the benefits of this partnership subsequent yr, particularly since some have already began making a splash within the area. What’s thrilling for us at Obsess is that we’re capable of deliver our learnings from digital shops and experiences into Roblox—tips on how to create an expertise that aligns together with your model, educates and engages your customers, and finally converts them into customers.
Q: What are another use instances for 3D know-how do you see within the subsequent few years?
AO: There are a few issues that I’m enthusiastic about, one being B2B options. I bear in mind engaged on case research in school and eager about the realm of the B2B options, which have historically been very operational and process-driven. Not a variety of know-how 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 know-how can do for gross sales enablement, studying instruments and extra throughout the B2B trade. Once I take into consideration the potential, the work we may do to assist companies attain customers, enhance their processes and efficiencies and make what they accomplish that way more scalable—and naturally, participating—is extremely thrilling.
One other space is actual property. As somebody who’s all the time keeping track of actual property—continually exploring properties I’d love to purchase, and as somebody who, when transferring into a brand new house, creates old-school collages of furnishings in Google Slides—I’m thrilled concerning the potential for immersive options on this trade. There are such a lot of totally different facets of actual property that would profit from 3D options, from constructing and concepting to execution at each business and residential ranges. Visualizing design, layouts, and supplies all in 3D may fully rework the expertise. I imply, the probabilities listed below are countless. From day one at Obsess, I’ve thought, these industries may actually use a shake-up. Now, I lastly really feel the know-how is in a spot the place we are able to really provide one thing that’s each distinctive and useful to them as companies.
Q: Lastly, the place do you see immersive know-how going within the subsequent 5 years?
AO: Once I take into consideration how a lot has modified since I first began working at Obsess three and a half years in the past to now—it’s been unimaginable and so impactful. In 5 years? I can’t even think about, however there are some issues I feel we’ll begin to see extra of, and at scale.
First, immersive experiences which can be customized 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 consumer or shopper, wish to purchase. We’ve been doing this in some passive methods, however there’s a lot room for evolution, and we’re actively engaged on it—a variety of it powered by AI.
AI, in flip, is one other space that may start to drive this trade and know-how, 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 possible be taking place at a a lot bigger scale.
