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 this moment and her ideas on the way forward for engagement in digital experiences. Right here’s what she needed to say:
Q. You’ve had a powerful profession journey with roles at corporations like Vogue and Bumble. Are you able to stroll us via 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 referred to as “One Connection.” The entire concept behind the marketing campaign was that it solely takes one individual 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 pal beneficial me for an internship at Vogue, which finally changed into 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 beneficial me for roles at Bumble and employed me at Code and Idea, and I really feel very lucky for that.
I additionally labored with our present founder and CEO, Neha Singh, at Vogue, the place she was main product on the time. I used to be working in a extra operational and technique function, given my engineering background, and he or she was the one who inspired me to discover product administration. I had by no means heard of product administration earlier than, however it turned out I used to be already working in that capability. I took correct coaching and product administration has been one thing I’ve utilized in each function since. After we each left Vogue, I instructed Neha to maintain me in thoughts if something fascinating got here up sooner or later, and I all the time mentioned I might observe her anyplace. And positive sufficient, she did! I’m so grateful that Neha was certainly one of my “one connections”—her encouragement introduced me many profession alternatives and finally led me to the place I’m right this moment.
Q. For these beginning their careers and aspiring to management positions, what are some qualities or classes you realized 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 wish to give again what I’ve been given. Everybody has a unique management type and what I’ve discovered works finest for me is supporting the crew, main with empathy and, in fact, generally a dose of robust 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 inventive and so they all the time convey their finest to the desk, which makes my job quite a bit simpler. I’m capable of set greater expectations due to it. The best way I see my function is to help them the perfect I can. In the end, 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 communicate with so lots of my earlier coworkers.
For anybody aspiring to be a pacesetter, you need to discover what works for you in terms of management type. Plenty of the time, a management type might be just right for you, however it may not work for the individuals you’re managing—that is one thing I’ve realized alongside the best way too. It’s about discovering that stability: begin with a basis and evolve primarily based in your crew’s wants. , my dad has all the time been somebody I’ve gone to for recommendation and appeared as much as for management steering too. It was actually fascinating when, just a few years in the past, he got here to me asking for my recommendation on one thing—tables can flip! I all the time inform everybody on my crew that I’ll in all probability be working for them in the future, and I consider that wholeheartedly as a result of they’re all so sensible and pushed.
Q: On to your present function and the evolving digital panorama—now, greater than ever, we’re seeing the fusion of on-line commerce and gamification. Are you able to inform us extra in regards to the function Obsess is taking part in on this shift?
AO: Completely! I’m very enthusiastic about this mixture, largely as a result of it’s one thing I’ve talked about since my time at Vogue and my company days—the chance to combine commerce and content material. There are a number of methods to buy, and no shopper matches into only one class. In reality, most match into a number of classes. The 2 most typical are: “utility-driven,” the place a client is aware of precisely what they wish to purchase, and “exploratory,” the place consumers 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 high of the whole lot, and also you’re making the exploration facet enjoyable. On the finish of the day, procuring ought to be enjoyable, proper? Once you’re on the lookout for one thing, you wish to really feel impressed and also you additionally wish to benefit from the course of. And whilst you’re doing that, you’re partaking 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 may not 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 converse for themselves. Customers are spending extra time, clicking on extra parts, returning extra usually and testing with extra merchandise. In the end, 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 taking place for years—first with 2D content material, then with Obsess’ 3D content material, and now taking it one step additional with gamification.
Q. On the subject of gamification, over the previous 12 months, Obsess has designed and developed branded experiences for Roblox. With bodily commerce now a part of the platform’s roadmap, what’s your suggestion for manufacturers?
AO: I couldn’t suggest Roblox extra for manufacturers, particularly these trying to goal youthful audiences. Whereas Roblox is named a gaming platform that appeals to younger youngsters, it’s more and more common with the 18-34 age group, which is what’s attractive manufacturers. In line with the newest numbers, Roblox has practically 90 million month-to-month lively customers who’re spending over two and a half hours a day on common—greater than on social media platforms. So, this isn’t simply an unbelievable viewers by way of 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 technique 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 simply’re not solely reaching this huge viewers, however you may also fully customise the expertise to make it really distinctive to your model. This lets you educate customers about your model, showcase what you need to provide and even incorporate your model’s core values—all via a enjoyable and interesting expertise.
Now, with the lately introduced Shopify integration, manufacturers have the flexibility to transform these customers into paying clients. If manufacturers aren’t listening to 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 believe we’ll see plenty of manufacturers benefit from 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 capable of convey our learnings from digital shops and experiences into Roblox—methods to create an expertise that aligns together with your model, educates and engages your customers, and finally converts them into consumers.
Q: What are another use circumstances 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 keep in mind engaged on case research in faculty and fascinated by the world of the B2B options, which have historically been very operational and process-driven. Not plenty of know-how was going into that area. In my company job, I labored with plenty of corporations to assist with their B2B options. Now, after I give it some thought, there’s a lot 3D know-how can do for gross sales enablement, studying instruments and extra inside the B2B business. 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 rather more scalable—and naturally, partaking—is extremely thrilling.
One other space is actual property. As somebody who’s all the time maintaining a tally of actual property—consistently exploring properties I’d love to purchase, and as somebody who, when shifting into a brand new dwelling, creates old-school collages of furnishings in Google Slides—I’m thrilled in regards to the potential for immersive options on this business. There are such a lot of completely different facets of actual property that might profit from 3D options, from constructing and concepting to execution at each industrial and residential ranges. Visualizing design, layouts, and supplies all in 3D may fully remodel the expertise. I imply, the probabilities listed below are infinite. 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 helpful 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 unbelievable and so impactful. In 5 years? I can’t even think about, however there are some issues I believe we’ll begin to see extra of, and at scale.
First, immersive experiences which are personalised for you. At the moment, 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—plenty of it powered by AI.
AI, in flip, is one other space that can start to drive this business and know-how, making it extra environment friendly and efficient. I additionally don’t suppose this may essentially take 5 years; we’ll begin seeing this a lot sooner, however in 5 years, it’s going to probably be taking place at a a lot bigger scale.
