Customer experiencein a digital &complex worldSabine Dufaux, Managing Partner & Digital Strategist, Relax In The AirMontre...
relax in the air© Relax In The Air 2012
Relax in The Air is a digital consultancy          that thinks and designs better customer          experiences for a digi...
© Relax In The Air 2012                          Hometown
© Relax In The Air 2012
consumer is complex© Relax In The Air 2012                          ... and in control
constant connectionSource : Customer Life Cycle by Cooper
Expectations© Relax In The Air 2012
Expectations     “A magazine is an iPad       that doesn’t work.”
user Experience & creativity     it used to be...
Mobile - smartphone≠ phoneaccess, content, culture≠ technologymany devices, many features≠ wealthy peopleless affluent, mo...
The world’s free time and talents plus media tools (theinternet and mobile phones), free people up to contribute     to la...
ConvergenceIt’s all screens, all the time
Customer journey                          _____________________                 User Experience                        vs ...
customer journeywww.flipboard.com
User Centered Design                             desirability                                Human                Feasibil...
User experienceUX     is part of the customer journey andoverall customer experience of a brand:•     easy to use•     fit...
you start here...Source: Gail Leija, “Will the Real Information Architect Please Stand Up?”; images adaptedfrom The Order ...
Commons senseSource: Gail Leija, “Will the Real Information Architect Please Stand Up?”; images adaptedfrom The Order of T...
Information architectureSource: Gail Leija, “Will the Real Information Architect Please Stand Up?”; images adaptedfrom The...
User experienceSource: Gail Leija, “Will the Real Information Architect Please Stand Up?”; images adaptedfrom The Order of...
We value our work on digital by thehappiness we bring to the customer.            ____________________              Relax ...
What is a brand?© Relax In The Air 2012
A brand is not what you say it is.    It is what they say it is.           ____________________             Marty Neumeier
How do we addvalue?
Context                            _____________                          What is the                          customer   ...
customer experienceLBS + NFC + RFID + AR > TravelSource: www.futuretravelexperience.com
customer experienceAugmented > entertainment                        Apps that synC                        with television ...
customer experienceReal-Time + NFC > Logistics                 apps that check                 real-time availability     ...
Don’t make me think!
experience defines advocacy
slide through newswww.flipboard.com
part of something biggerwww.mobility.ch
Playing is a serious game
How can marketers      connectcustomers & brands  in a digital era?
engagementSegmentation online           Company     Brand / Product / Service
ecosystem                                                       OPPORTUNITIES                                             ...
Were moving to a world in which every device generates useful data, in which every action  creates ‘information  shadows’ ...
Move is datawww.nike.com/fuelband/
In a digital world,    User Experience(Design) is a necessity for brand loyalty and    brand advocacy.     _______________...
Some rules
1. research© Relax In The Air 2012
2. Design© Relax In The Air 2012
3. Align
4. Measure
5. Adapt  Think like a  startup© Relax In The Air 2012
outside in            Is . . . . . dead?© Relax In The Air 2012
It’s not what we do,    it’s what people doto what we do that matters.        ____________________             Gareth Kay
little bets
Happy ever after
Thank you                              relaxintheair.com                               @relaxintheair                    W...
contactSabine DUFAUX                                      MC CASALManaging Partner | Digital Strategist              Manag...
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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.
She talked about the complexity for a brand today to connect with their customers in a digital world.

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Transcript of "Customer Experience in a Digital & Complex World"

  1. 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. 2. relax in the air© Relax In The Air 2012
  3. 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. 4. © Relax In The Air 2012 Hometown
  5. 5. © Relax In The Air 2012
  6. 6. consumer is complex© Relax In The Air 2012 ... and in control
  7. 7. constant connectionSource : Customer Life Cycle by Cooper
  8. 8. Expectations© Relax In The Air 2012
  9. 9. Expectations “A magazine is an iPad that doesn’t work.”
  10. 10. user Experience & creativity it used to be...
  11. 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. 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. 13. ConvergenceIt’s all screens, all the time
  14. 14. Customer journey _____________________ User Experience vs Channels© Relax In The Air 2012
  15. 15. customer journeywww.flipboard.com
  16. 16. User Centered Design desirability Human Feasibility viability Technology Business Relax In The AirSource : IDEO
  17. 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. 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. 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. 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. 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. 22. We value our work on digital by thehappiness we bring to the customer. ____________________ Relax In The Air
  23. 23. What is a brand?© Relax In The Air 2012
  24. 24. A brand is not what you say it is. It is what they say it is. ____________________ Marty Neumeier
  25. 25. How do we addvalue?
  26. 26. Context _____________ What is the customer looking to achieve?© Relax In The Air 2012
  27. 27. customer experienceLBS + NFC + RFID + AR > TravelSource: www.futuretravelexperience.com
  28. 28. customer experienceAugmented > entertainment Apps that synC with television programming Relax In The Air
  29. 29. customer experienceReal-Time + NFC > Logistics apps that check real-time availability for parking spaces Relax In The Airwww.sfpark.org
  30. 30. Don’t make me think!
  31. 31. experience defines advocacy
  32. 32. slide through newswww.flipboard.com
  33. 33. part of something biggerwww.mobility.ch
  34. 34. Playing is a serious game
  35. 35. How can marketers connectcustomers & brands in a digital era?
  36. 36. engagementSegmentation online Company Brand / Product / Service
  37. 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. 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. 39. Move is datawww.nike.com/fuelband/
  40. 40. In a digital world, User Experience(Design) is a necessity for brand loyalty and brand advocacy. ____________________ Thomas Marzano
  41. 41. Some rules
  42. 42. 1. research© Relax In The Air 2012
  43. 43. 2. Design© Relax In The Air 2012
  44. 44. 3. Align
  45. 45. 4. Measure
  46. 46. 5. Adapt Think like a startup© Relax In The Air 2012
  47. 47. outside in Is . . . . . dead?© Relax In The Air 2012
  48. 48. It’s not what we do, it’s what people doto what we do that matters. ____________________ Gareth Kay
  49. 49. little bets
  50. 50. Happy ever after
  51. 51. Thank you relaxintheair.com @relaxintheair We are on Facebook and Instagram tooMai 2011 Air 2012© Relax In The
  52. 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. ”

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