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\'Mobile\' Experience and Customer Journey
 

\'Mobile\' Experience and Customer Journey

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

    • “Mobile” Experience.The Customer journeydesign.Digital Experience FestivalMilano, 10 Marzo 2011Barbara Corti, Creative Director LBi Group
    • 1 INSIGHT“mobile” is much more thanMobile Phone
    • People don’t think in isolatedexperiences.They derive value and meaning from thetotal experience
    • 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
    • Web 1.0 Web 2.0 Web FutureSharing Data Sharing Everything is shared Applications, and connected Social network
    • 2 INSIGHTDesign Services and UsersExperiences are mainlyprocesses
    • 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.
    • 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
    • http://semanticstudios.com/publications/semantics/000633.php
    • 3 INSIGHTThis is the era of Internet ofthings
    • 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
    • https://www.mckinseyquarterly.com/The_Internet_of_Things_2538
    • https://www.mckinseyquarterly.com/The_Internet_of_Things_2538
    • nabaztag
 Social Energy Meter   Nike+
Withings
 ICAT
 visiblenergy
 zeo
 Botanicalls

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

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