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Customer Experience in a Digital & Complex World

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Sabine Dufaux our very own digital strategist and co-founder did a talk at the 11th Connect Alliance Partners meeting in September. …

Sabine Dufaux our very own digital strategist and co-founder did a talk at the 11th Connect Alliance Partners meeting in September.
She talked about the complexity for a brand today to connect with their customers in a digital world.

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  • 1. Customer experiencein a digital &complex worldSabine Dufaux, Managing Partner & Digital Strategist, Relax In The AirMontreux - September 7, 201211th Connect Alliance Partners Meeting Relax In The Aira RITA Speaking Engagement
  • 2. relax in the air© Relax In The Air 2012
  • 3. Relax in The Air is a digital consultancy that thinks and designs better customer experiences for a digital world. Strategy & Research UX & Design Benchmarking & User Research Information Architecture (IA) Digital & UX Strategy User Centered Design (UCD) Multi Platforms Content Strategy Wireframing & Prototyping Social Media Integration User Interface Design (UI) Audit Interaction Design (IxD) Training Digital Branding & Visual Design© Relax In The Air 2012
  • 4. © Relax In The Air 2012 Hometown
  • 5. © Relax In The Air 2012
  • 6. consumer is complex© Relax In The Air 2012 ... and in control
  • 7. constant connectionSource : Customer Life Cycle by Cooper
  • 8. Expectations© Relax In The Air 2012
  • 9. Expectations “A magazine is an iPad that doesn’t work.”
  • 10. user Experience & creativity it used to be...
  • 11. Mobile - smartphone≠ phoneaccess, content, culture≠ technologymany devices, many features≠ wealthy peopleless affluent, more diverse Relax In The Air© Relax In The Air 2012
  • 12. The world’s free time and talents plus media tools (theinternet and mobile phones), free people up to contribute to large scale efforts. (Even if it’s LOLcats.) ____________________ Clay Shirky
  • 13. ConvergenceIt’s all screens, all the time
  • 14. Customer journey _____________________ User Experience vs Channels© Relax In The Air 2012
  • 15. customer journeywww.flipboard.com
  • 16. User Centered Design desirability Human Feasibility viability Technology Business Relax In The AirSource : IDEO
  • 17. User experienceUX is part of the customer journey andoverall customer experience of a brand:• easy to use• fits expectations the user has for it• meets business goals Relax In The Air© Relax In The Air 2012
  • 18. you start here...Source: Gail Leija, “Will the Real Information Architect Please Stand Up?”; images adaptedfrom The Order of Things: How Everything in the World is Organized into Hierarchies,Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
  • 19. Commons senseSource: Gail Leija, “Will the Real Information Architect Please Stand Up?”; images adaptedfrom The Order of Things: How Everything in the World is Organized into Hierarchies,Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
  • 20. Information architectureSource: Gail Leija, “Will the Real Information Architect Please Stand Up?”; images adaptedfrom The Order of Things: How Everything in the World is Organized into Hierarchies,Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
  • 21. User experienceSource: Gail Leija, “Will the Real Information Architect Please Stand Up?”; images adaptedfrom The Order of Things: How Everything in the World is Organized into Hierarchies,Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
  • 22. We value our work on digital by thehappiness we bring to the customer. ____________________ Relax In The Air
  • 23. What is a brand?© Relax In The Air 2012
  • 24. A brand is not what you say it is. It is what they say it is. ____________________ Marty Neumeier
  • 25. How do we addvalue?
  • 26. Context _____________ What is the customer looking to achieve?© Relax In The Air 2012
  • 27. customer experienceLBS + NFC + RFID + AR > TravelSource: www.futuretravelexperience.com
  • 28. customer experienceAugmented > entertainment Apps that synC with television programming Relax In The Air
  • 29. customer experienceReal-Time + NFC > Logistics apps that check real-time availability for parking spaces Relax In The Airwww.sfpark.org
  • 30. Don’t make me think!
  • 31. experience defines advocacy
  • 32. slide through newswww.flipboard.com
  • 33. part of something biggerwww.mobility.ch
  • 34. Playing is a serious game
  • 35. How can marketers connectcustomers & brands in a digital era?
  • 36. engagementSegmentation online Company Brand / Product / Service
  • 37. ecosystem OPPORTUNITIES l SHA ia c o EX PERIENCE RE s ITIES OPPO USER clients RTUN RTUN early adopter partners OPPO IT RAND IES B apps likes OM website tools w EXP ERIENCE OP IES comments PO IT RT N UNIT TU Relax In The Air IES OR OPP© Relax In The Air 2012
  • 38. Were moving to a world in which every device generates useful data, in which every action creates ‘information shadows’ on the net. ____________________ Tim O’Reilly
  • 39. Move is datawww.nike.com/fuelband/
  • 40. In a digital world, User Experience(Design) is a necessity for brand loyalty and brand advocacy. ____________________ Thomas Marzano
  • 41. Some rules
  • 42. 1. research© Relax In The Air 2012
  • 43. 2. Design© Relax In The Air 2012
  • 44. 3. Align
  • 45. 4. Measure
  • 46. 5. Adapt Think like a startup© Relax In The Air 2012
  • 47. outside in Is . . . . . dead?© Relax In The Air 2012
  • 48. It’s not what we do, it’s what people doto what we do that matters. ____________________ Gareth Kay
  • 49. little bets
  • 50. Happy ever after
  • 51. Thank you relaxintheair.com @relaxintheair We are on Facebook and Instagram tooMai 2011 Air 2012© Relax In The
  • 52. contactSabine DUFAUX MC CASALManaging Partner | Digital Strategist Managing Partner | UX Strategist & Designersabine@relaxintheair.com mc@relaxintheair.com+41 79 745 30 74 +41 76 539 77 01OfficeRelax In The Air SàrlRue de Genève 97CH-1004 Lausannehello@relaxintheair.comwww.relaxintheair.com “We think and design user experiences for a digital world. Just relax. Together we can make it simple. ”