\'Mobile\' Experience and Customer Journey
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\'Mobile\' Experience and Customer Journey Presentation Transcript

  • 1. “Mobile” Experience.The Customer journeydesign.Digital Experience FestivalMilano, 10 Marzo 2011Barbara Corti, Creative Director LBi Group
  • 2. 1 INSIGHT“mobile” is much more thanMobile Phone
  • 3. People don’t think in isolatedexperiences.They derive value and meaning from thetotal experience
  • 4. TODAY Today 1.5 billion PC and 1 billion mobile phones connected to the Internet present to the world TOMORROW In 2012, it is estimated that the physical sensors will generate 20% of Internet traffic COMING In 5-10 years there will be over 100 billion devices connected to the Internet
  • 5. Web 1.0 Web 2.0 Web FutureSharing Data Sharing Everything is shared Applications, and connected Social network
  • 6. 2 INSIGHTDesign Services and UsersExperiences are mainlyprocesses
  • 7. FrontstageUser ExperiencesThe tangible elements of a service,including everything that customerssee, hear, touch, taste, and smell.Line of visibilitySeparates the "front stage" (visible tothe customer) and "back stage" (tools,processes, infrastructure).BackstageDesign ServicesThe experiences people engage andinteract with a service(or set of services) over time.
  • 8. In a recent, seminal article by Peter Morville on “UbiquitiousService Design”, facing the emerging mobile Internet,augmented reality & Internet of things world he states:“Its an era in which information blursthe boundaries, enabling multi-channel, cross-platform, trans-media,physicodigital user experiences. Tosucceed, well need teams that aremulti-disciplinary and individuals whocan help us think visually.”http://semanticstudios.com/publications/semantics/000633.php
  • 9. http://semanticstudios.com/publications/semantics/000633.php
  • 10. 3 INSIGHTThis is the era of Internet ofthings
  • 11. McKinsey defines Internet of Things as"sensors and actuators embedded inphysical objects [...] linked throughwired and wireless networks, oftenusing the same Internet Protocol (IP)that connects the Internet.”http://www.readwriteweb.com/archives/mckinsey_internet_of_things.php
  • 12. https://www.mckinseyquarterly.com/The_Internet_of_Things_2538
  • 13. https://www.mckinseyquarterly.com/The_Internet_of_Things_2538
  • 14. nabaztag
 Social Energy Meter   Nike+
Withings
 ICAT
 visiblenergy
 zeo
 Botanicalls

  • 15. nabaztag
 Social Energy Meter   Nike+
 Connected objects> Social objectsWithings
 ICAT
 visiblenergy
 zeo
 Botanicalls

  • 16. 4 INSIGHTIn Ubiquitous communication:the Brand “follow you”
  • 17. Content is getting indipendent from themediaMedia are getting undifferentiated for theuser experienceContext and user intentions makes thedifference
  • 18. So…contents is inthe air!
  • 19. One BrandMany LocationsMany ChannelsMany TouchpointsOne conversation
  • 20. WHY IS CUSTOMERJOURNEY RILEVANTE?
  • 21. Customer journey is the process ofcreating a graphical representation ofthe steps and stages a customer goesthrough to experience aproduct or service
  • 22. EXAMPLES
  • 23. Co2Go
  • 24. Charmr: A Design Concept for Diabetes Management Devices
  • 25. The Copenhagen Wheel