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 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 powerful profession journey with roles at corporations like Vogue and Bumble. Are you able to stroll us by means of that path and what in the end 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 thought 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 good friend beneficial me for an internship at Vogue, which in the end 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 beneficial 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, nevertheless 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 attention-grabbing got here up sooner or later, and I all the time mentioned I’d comply with her wherever. And certain sufficient, she did! I’m so grateful that Neha was considered one of my “one connections”—her encouragement introduced me many profession alternatives and in the end led me to the place I’m as we speak.
Q. For these beginning their careers and aspiring to management positions, what are some qualities or classes you realized alongside the way in which?
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 fashion 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 good 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 and so they all the time deliver their finest to the desk, which makes my job so much simpler. I’m in a position to set larger expectations due to it. The way in which I see my function is to assist them the perfect 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 assist them even after Obsess. I nonetheless be in contact with so a lot of my earlier coworkers.
For anybody aspiring to be a pacesetter, it’s a must to discover what works for you in terms of management fashion. Lots of the time, a management fashion could be just right for you, nevertheless it won’t work for the individuals you’re managing—that is one thing I’ve realized alongside the way in which too. It’s about discovering that stability: begin with a basis and evolve primarily based in your crew’s wants. You recognize, 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 attention-grabbing when, a number 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 crew that I’ll in all probability be working for them someday, 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 concerning the function Obsess is enjoying on this shift?
AO: Completely! I’m very enthusiastic about this mix, principally as a result of it’s one thing I’ve talked about since my time at Vogue and my company days—the chance to combine commerce and content material. There are a number of methods to buy, and no shopper suits into only one class. In actual fact, most match into a number of classes. The 2 commonest are: “utility-driven,” the place a consumer 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 prime of every thing, and also you’re making the exploration side enjoyable. On the finish of the day, buying ought to be enjoyable, proper? While you’re searching for one thing, you wish to really feel impressed and also you additionally wish 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 reminiscences you’re making—and people reminiscences will stick to 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 take a look at our prospects who’ve prioritized gamification of their digital experiences, the outcomes converse for themselves. Customers are spending extra time, clicking on extra components, returning extra usually and trying out with extra merchandise. Finally, it’s a must 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 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 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 well-liked with the 18-34 age group, which is what’s attractive manufacturers. Based on the most recent numbers, Roblox has almost 90 million month-to-month lively customers who’re spending over two and a half hours a day on common—greater than on social media platforms. So, this isn’t simply an unimaginable viewers when it comes to dimension, nevertheless it’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 may also fully customise the expertise to make it really distinctive to your model. This lets you educate customers about your model, showcase what it’s a must to provide and even incorporate your model’s core values—all by means of a enjoyable and interesting expertise.
Now, with the lately introduced Shopify integration, manufacturers have the flexibility to transform these customers into paying prospects. If manufacturers aren’t being attentive 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 feel we’ll see loads of manufacturers make the most of this partnership subsequent yr, particularly since some have already began making a splash within the house. What’s thrilling for us at Obsess is that we’re in a position to deliver our learnings from digital shops and experiences into Roblox—the right way to create an expertise that aligns along with your model, educates and engages your customers, and in the end converts them into consumers.
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 keep in mind engaged on case research in faculty and desirous about the world of the B2B options, which have historically been very operational and process-driven. Not loads of know-how was going into that house. In my company job, I labored with loads 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 might do to assist companies attain customers, enhance their processes and efficiencies and make what they achieve this way more scalable—and naturally, partaking—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 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 probabilities listed below are countless. From day one at Obsess, I’ve thought, these industries might actually use a shake-up. Now, I lastly really feel the 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 might be personalised for you. At the moment, most experiences we create are pushed by what the model thinks try to be shopping for. What we’ll begin to see extra of are experiences pushed by what you, as a person 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—loads of it powered by AI.
AI, in flip, is one other space that may start to drive this business and know-how, making it extra environment friendly and efficient. I additionally don’t assume this can essentially take 5 years; we’ll begin seeing this a lot sooner, however in 5 years, it can doubtless be occurring at a a lot bigger scale.
