Marcel McCarthy, How Digital Minimalism Creates Better Customer Experiences – InnovaBuzz 349

Marcel McCarthy

Marcel McCarthy, OneToo

In this episode, I’m really excited to have as my guest, Marcel McCarthy, who is the Creative Director of the digital brand and marketing agency, OneToo. Marcel believes in a digital minimalist approach, with a focus on results that genuinely make an impact on people’s lives. He says he is driven by helping people, riding bikes, and drinking coffee.

In our discussion, Marcel talked to me about:

  • Having a mindset of always improving
  • How retail is moving more to become omnichannel
  • Moving from appreciation to curiosity

Sam Keck in episode 299 introduced us to Marcel.

Listen to the podcast to find out more.

Listen to the Podcast

You don't need a perfect website. It's better to have something that you can always improve on rather than having something that is perfect and then leaving it. – Marcel McCarthy on #InnovaBuzz podcast Share on X

Show Notes from this episode with Marcel McCarthy of OneToo

Key points and takeaways from this episode include:

  • People love sharing good experiences.
  • A product has to be good and make people feel good.
  • Not everyone is a right-fit so be brave enough to say NO. Running a business has always been difficult. There are lots of things to manage and deal with. If you can do it without the added stress of someone who’s unhappy, it makes a better experience for everyone.
  • When there is good alignment, the final product becomes better.
  • Give people clear indications of what you can do and when you can do it.
  • You don’t need a perfect design or website. It’s better to have something that you can always improve on rather than having something that is perfect and then leaving it.
  • A good design is democratic. It is accessible to all people.
  • When designing your website, make sure to consider the other person at the end of the experience. 
  • You are more knowledgeable than your customers when it comes to your business. You need to be able to bridge that gap between where you are and where your customers are.
  • Just because you have an amazing product and you’ve built a reputation doesn’t mean that everything would work well. Oftentimes, it’s the small things that can let you down. 
  • Set your customers’ expectations upfront. Not letting people know about the shipping fee before they enter the cart flow increases cart abandonment. 
  • Retail has become omnichannel.
  • People are always anxious about making a bad purchase decision. They gather information, read reviews, and watch videos before making a purchase. All of those experiences and touchpoints contribute to their overall experience. 
  • Misalignment creates distrust. Make sure that there is an alignment between what you are saying you are and what you actually are when people reference it. Make sure that your customers get the same experience on your website as they would in person. 
  • People appreciate people who are genuine and honest. Whether you are in service type or a product type of business, make sure that there is integrity across all of your customer touchpoints.
  • People expect their check out process to be easy. They expect your product or service to be good, so do what you say you will do. 
  • Curiosity allows you to always learn.
  • People buy more than just a solution. They want to feel something when their problems are being solved. 
Curiosity allows you to always learn. – Marcel McCarthy on #InnovaBuzz podcast Share on X

The Buzz – Our Innovation Round

Here are Marcel’s answers to the questions of our innovation round. Listen to the conversation to get the full scoop.

  1. #1 thing to be more innovative – Curiosity, appreciation, and thankfulness. 
  2. Best thing for new ideas – Curiosity of spirit. 
  3. Favourite tool for innovation –  Books. 
  4. Keep project/client on track – Always think about how you can improve things. Do deep work. Give your time and attention to the things that are most important.
  5. Differentiate – Be yourself. You are uniquely you. Be clear about why you do what you do. Really articulate what you want to achieve and how you are going to do it. Lead with your WHY. 

To Be a Leader

Really value other people and consider them in the process. Consider their problems, how they feel about their problems, and what it means for them to have their problems solved. 

Reach Out

You can reach out and thank Marcel through their website

Suggested Guest

Marcel suggested we have a conversation with Vanessa Johnson of Emu Plains Markets. So Vanessa, keep an eye on your inbox for an invitation from us to the InnovaBuzz podcast, courtesy of Marcel McCarthy.


Cool Things About Marcel

  • He studied music business.
  • He worked as a barista. 
  • He’s the Publisher and Creative Director of The Ninch, a local guide to the Mornington Peninsula.
You are uniquely you. Be clear about why you do what you do. Really articulate what you want to achieve and how you are going to do it. Lead with your WHY. – Marcel McCarthy on #InnovaBuzz podcast Share on X

Listen to the Podcast

Jürgen Strauss

Dr. Jürgen Strauss is The World's Best Human-Centred Podcasting Coach and the only Podcast Innovator with the signature bright yellow headphones, who masterfully crafts human connection for high-impact achievers in a vibrant community. You can find Jürgen on LinkedIn, The InnovaBuzz Podcast, The Flywheel Nation Community as well as on Innovabiz' InstagramTwitter, Facebook pages and his personal Photography website.  

Leave a Comment