\'Mobile\' Experience and Customer Journey

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\'Mobile\' Experience and Customer Journey

  1. 1. “Mobile” Experience.The Customer journeydesign.Digital Experience FestivalMilano, 10 Marzo 2011Barbara Corti, Creative Director LBi Group
  2. 2. 1 INSIGHT“mobile” is much more thanMobile Phone
  3. 3. People don’t think in isolatedexperiences.They derive value and meaning from thetotal experience
  4. 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. 5. Web 1.0 Web 2.0 Web FutureSharing Data Sharing Everything is shared Applications, and connected Social network
  6. 6. 2 INSIGHTDesign Services and UsersExperiences are mainlyprocesses
  7. 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. 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. 9. http://semanticstudios.com/publications/semantics/000633.php
  10. 10. 3 INSIGHTThis is the era of Internet ofthings
  11. 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. 12. https://www.mckinseyquarterly.com/The_Internet_of_Things_2538
  13. 13. https://www.mckinseyquarterly.com/The_Internet_of_Things_2538
  14. 14. nabaztag
 Social Energy Meter   Nike+
Withings
 ICAT
 visiblenergy
 zeo
 Botanicalls

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

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

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