{"id":2034,"date":"2016-06-14T07:03:16","date_gmt":"2016-06-14T06:03:16","guid":{"rendered":"https:\/\/marvel7077.wpengine.com\/?p=2034"},"modified":"2020-08-14T12:13:10","modified_gmt":"2020-08-14T11:13:10","slug":"spotlight-qubit","status":"publish","type":"post","link":"https:\/\/marvelapp.com\/blog\/spotlight-qubit\/","title":{"rendered":"Spotlight &#8211; Qubit"},"content":{"rendered":"<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><em>Analytics is more than just collecting data. It frames industries, guides decision-making, future-planning and customer-profiling. <a class=\"link link--blue fontWeight-4\"href=\"https:\/\/www.twitter.com\/giovanniluperti\">Giovanni Luperti<\/a>, UX Lead at <a class=\"link link--blue fontWeight-4\"href=\"https:\/\/www.qubit.com\/\">Qubit<\/a>, talks to me about web personalisation.<\/em><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Customer experience is such a buzzword nowadays but very few companies know how to do it well. It\u2019s disappointing to see words like \u2018care\u2019, \u2018authenticity,\u2019 and \u2018honest\u2019 get thrown around so much that they become meaningless. One of the issues is that companies aren\u2019t addressing the \u201caudience\u2019s specific needs\u201d and so \u201ccan\u2019t communicate with them effectively.\u201d<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Customer experience is complex because people are. Companies overlook the fact that people are defined by more than their purchases, which means they present content that is crafted from only a small outlook of the world. When asked about what good customer experience means, Giovanni tells me it's about \"the personal journey.\" He goes on to explain that, \u201cWe have the ability today to design personal experiences for visitors, present them with relevant content and products, and keep learning from every interaction with them.\u201d<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Marketing, broadly defined, is every expression of a company. It\u2019s about having the \u201cability to clearly articulate why a product makes sense, and craft a compelling story to help customers, and us, see beyond pure technology.\u201d Qubit exists because its founders, 4 ex-Googlers, wanted to \u201cgo beyond traditional analytics, and help customers digest big amounts of data, make smarter decisions and take smarter actions to produce tangible results.\u201d So far, it has made an impressive name for itself with large clients such as Topshop, John Lewis and Staples.<\/p>\n<div id='gallery-1' class='gallery galleryid-2034 gallery-columns-1 gallery-size-full'><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/06\/qubit-marvel-gio-team.jpg'><img loading=\"lazy\" decoding=\"async\" width=\"1104\" height=\"736\" src=\"https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/06\/qubit-marvel-gio-team.jpg\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/06\/qubit-marvel-gio-team.jpg 1104w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/06\/qubit-marvel-gio-team-600x400.jpg 600w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/06\/qubit-marvel-gio-team-768x512.jpg 768w\" sizes=\"auto, (max-width: 1104px) 100vw, 1104px\" \/><\/a>\n\t\t\t<\/dt><\/dl><br style=\"clear: both\" \/>\n\t\t<\/div>\n\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Data works only when we understand it. Qubit is a platform that analyses and filters data to make it matter. \u201cThe ability to deliver the right message, to the right visitor, at the right time, on the right channel is critical for many businesses.\u201d It\u2019s about paying attention to what customers want - think Amazon, Netflix and Google\u2019s suggestion feature. This intimate layer is called omni-channel personalisation - Qubit\u2019s main focus - which is a strategy of delivering a seamless experience across all channels and devices for every single customer. Difficult, but a feat worth pursuing for a company that is borderline obsessed with customer experience.<\/p>\n<blockquote class=\"pageWrap pageWrap--s position-relative marginTopBottom-l breakPointM-marginTopBottom-xl\"><div class=\"blog-quote-before position-absolute bg-marvel\"><\/div><div class=\"tweet-quote blog-quote-after position-absolute bg-marvel cursor-pointer transitionDuration-l transitionProperty-all transitionTimingFunction-cv-easeOutCircular scaleUp--hover zi-weak\"><svg class=\"fill-white opacity-0 pointerEvents-none position-absolute pinCenter transitionProperty-all transitionTimingFunction-easeInOut\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"20\" viewBox=\"0 0 24 20\"><path d=\"M24,2.37a9.64,9.64,0,0,1-2.83.79A5,5,0,0,0,23.34.37a9.72,9.72,0,0,1-3.13,1.23A4.86,4.86,0,0,0,16.62,0a5,5,0,0,0-4.8,6.2A13.87,13.87,0,0,1,1.67.92,5.13,5.13,0,0,0,3.19,7.67,4.81,4.81,0,0,1,1,7a5,5,0,0,0,3.95,5,4.82,4.82,0,0,1-2.22.09,4.94,4.94,0,0,0,4.6,3.51A9.72,9.72,0,0,1,0,17.73,13.69,13.69,0,0,0,7.55,20c9.14,0,14.31-7.92,14-15A10.17,10.17,0,0,0,24,2.37Z\"\/><\/svg><\/div><p class=\"blog-quote position-relative textAlign-center c-marvel\"><span class=\"blog-quote-text transitionDuration-l transitionProperty-all transitionTimingFunction-easeInOut\">\u201cThe ability to deliver the right message, to the right visitor, at the right time, on the right channel is critical for many businesses.\u201d<\/p><\/span><\/blockquote>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">For Qubit, collaboration is at the core of its culture. \u201cEveryone at Qubit, from interns to directors, are encouraged to voice, own and do things across the entire business. You would probably be surprised by how flat our organisation is, and how keen everyone is to contribute to it.\u201d There are currently \u201c270 Qubytes working globally across business operations, market development and sales, professional services and customer success, product marketing and engineering.\u201d London ended up being the base for Qubit because of its status as e-commerce capital of the world. The city draws a \u201chuge amount of talent to drive rapid growth for business,\u201d so it's no surprise that tech startups are thriving in it.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">After raising a $40 million round led by Goldman Sachs, Qubit is focused on maintaining extraordinary growth and expansion into new markets. Despite the \u201cpressure\u201d and \u201chigher expectations\u201d Giovanni is \u201cconfident they can rise to the occasion.\" The round means that they can \u201cfocus on bringing new and improved technology to market and enable innovation, and keep hiring the best talents the market has to speed this up.\u201d<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">As a product-focused, customer-driven business, Qubit invests heavily in its technology, with plans to double their \u201cengineering capability this year, which means more developers, product managers and products designers to build bigger and better products.\u201d I ask Giovanni about some of Qubit\u2019s most loved products: \u201c<a class=\"link link--blue fontWeight-4\"href=\"https:\/\/www.qubit.com\/experience-management\">Experiences<\/a> still represents one of our most powerful products. It\u2019s able to ingest the customer site into our platform and allow the marketer to make any changes they want, without using expensive engineering resources, to deliver their big ideas.\u201d Other popular products include \u201c<a class=\"link link--blue fontWeight-4\"href=\"https:\/\/www.qubit.com\/spring-2016-release\">Adaptive Targeting<\/a>, an easy way to define a segment of visitors that could present opportunities for the marketer; and <a class=\"link link--blue fontWeight-4\"href=\"https:\/\/www.qubit.com\/solutions\/segmentation\">Suggested Insights<\/a> where, based on visitors behaviours, we identify interesting portions of visitors that can be converted into actionable segments.\u201c<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><a class=\"link link--blue fontWeight-4\"href=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2016\/06\/qubit-marvel-gio.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-2040 size-full\" src=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2016\/06\/qubit-marvel-gio.jpg\" alt=\"qubit-marvel-gio\" width=\"1104\" height=\"736\" srcset=\"https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/06\/qubit-marvel-gio.jpg 1104w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/06\/qubit-marvel-gio-600x400.jpg 600w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/06\/qubit-marvel-gio-768x512.jpg 768w\" sizes=\"auto, (max-width: 1104px) 100vw, 1104px\" \/><\/a><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Giovanni has a problem-led design approach that\u2019s \u201cinfluenced by the technical limitations [he] faces or time constraints on getting the design out of the door.\u201d He believes that there's not a \"design approach to rule them all,\" but that \"it's all about involving the right people at the right time, and aligning business, customers and end user goals together.\"<\/p>\n<blockquote class=\"pageWrap pageWrap--s position-relative marginTopBottom-l breakPointM-marginTopBottom-xl\"><div class=\"blog-quote-before position-absolute bg-marvel\"><\/div><div class=\"tweet-quote blog-quote-after position-absolute bg-marvel cursor-pointer transitionDuration-l transitionProperty-all transitionTimingFunction-cv-easeOutCircular scaleUp--hover zi-weak\"><svg class=\"fill-white opacity-0 pointerEvents-none position-absolute pinCenter transitionProperty-all transitionTimingFunction-easeInOut\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"20\" viewBox=\"0 0 24 20\"><path d=\"M24,2.37a9.64,9.64,0,0,1-2.83.79A5,5,0,0,0,23.34.37a9.72,9.72,0,0,1-3.13,1.23A4.86,4.86,0,0,0,16.62,0a5,5,0,0,0-4.8,6.2A13.87,13.87,0,0,1,1.67.92,5.13,5.13,0,0,0,3.19,7.67,4.81,4.81,0,0,1,1,7a5,5,0,0,0,3.95,5,4.82,4.82,0,0,1-2.22.09,4.94,4.94,0,0,0,4.6,3.51A9.72,9.72,0,0,1,0,17.73,13.69,13.69,0,0,0,7.55,20c9.14,0,14.31-7.92,14-15A10.17,10.17,0,0,0,24,2.37Z\"\/><\/svg><\/div><p class=\"blog-quote position-relative textAlign-center c-marvel\"><span class=\"blog-quote-text transitionDuration-l transitionProperty-all transitionTimingFunction-easeInOut\">\"If you have a clear idea of what you have to build and why the rest becomes a little easier.\u201d<\/p><\/span><\/blockquote>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">The better the technology and data, the easier it is for UX designers to optimise a great customer journey. Giovanni explains that as a user he often finds himself feeling \"frustrated by poor UIs that aren\u2019t straightforward enough\" and as a result \"cares about educating users and finding details that will make a difference to them.\u201d He expresses how Marvel has impacted his work, noting \u201chow quickly you can bring an idea to life\u201d and how it\u2019s \u201cnot limited to specific products\u201d but helps the team to \u201ccollaborate better with multiple departments and dramatically speed up Qubit's processes.\u201c<\/p>\n<section class=\"pageWrap pageWrap--s position-relative marginBottom-l paddingLeft-l paddingTopBottom-xs fontWeight-3 c-slate lineHeight-l fontSize-l breakPointM-lineHeight-xl breakPointM-fontSize-xl\">\"Marvel is used for a whole range of things, from putting together a low-fi prototype for a catch up with developers, to assembling a complex architecture, with polished UI components, when we need to see a big vision.\u201d<\/section>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">This big vision involves big-data. To quote Seth Godin: \"Is something important because you measure it, or is it measured because it's important?\" The numbers don't decide what's important, we do. It's an outdated belief that we can sell to customers without knowing who they are. Big-data that works is value-based, contextual, real-time and smart - all benchmarks that Qubit is successfully hitting to reach its goal of omni-channel personalisation.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Analytics is more than just collecting data. It frames industries, guides decision-making, future-planning and customer-profiling. Giovanni Luperti, UX Lead at Qubit, talks to me about web personalisation. Customer experience is such a buzzword nowadays but very few companies know how to do it well. It\u2019s disappointing to see words like \u2018care\u2019, \u2018authenticity,\u2019 and \u2018honest\u2019 get thrown around so much that&#8230; <a class=\"link link--blue fontWeight-4\" href=\"https:\/\/marvelapp.com\/blog\/spotlight-qubit\/\">Read More &#65515;<\/a><\/p>\n","protected":false},"author":7,"featured_media":2042,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-2034","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-in-the-spotlight"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v15.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/marvelapp.com\/blog\/spotlight-qubit\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Spotlight - Qubit | Marvel Blog\" \/>\n<meta property=\"og:description\" content=\"Analytics is more than just collecting data. It frames industries, guides decision-making, future-planning and customer-profiling. Giovanni Luperti, UX Lead at Qubit, talks to me about web personalisation. Customer experience is such a buzzword nowadays but very few companies know how to do it well. It\u2019s disappointing to see words like \u2018care\u2019, \u2018authenticity,\u2019 and \u2018honest\u2019 get thrown around so much that... 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