The document discusses how design can be used to influence customer experiences and behaviors on three levels: macro level to influence attitudes and behavioral patterns, meso level to guide customers through touchpoints in their service journeys, and micro level to optimize momentary experiences. It provides examples of how designing positive customer experiences through consistency, continuity and composition across channels can influence behaviors in a way that benefits both customers and businesses. The opportunities to influence behaviors through digital design are growing as digitalization enables real-time interaction, customer data collection and cross-channel experiences.

1. The Digital Customer
Design to influence experiences and behaviors
Katarina Segerståhl
Head of Service Design, PhD
Tieto | Customer Experience Management
@Segerstahl

2. Focus on
human
experience and
behavior
Strategic
framework for
influencing by
desing
Opportunities by
digitalization

3. Customers’ influence in the
value chain is transforming
businesses The customer’s digital
Social networks
Virality
Realtime
New division of labour
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presence, identity and
footprint re-define value

4. Design influences our
experiences and behaviours
every day
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Design is not only about color and feel.
It’s a tool for executing strategic goals.
#dancingtrafficlight
https://www.youtube.com/watch?v=SB_0vRnkeOk

5. Influence by design on three levels
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Macro Human behaviors
Influencing attitudes and behavioural patterns
Meso
Service paths
Guiding customer Micro journeys through touch-points
Momentary experiences
Service sessions and psychological experience

6. Influence by design on three levels
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Macro Human behaviors
Influencing attitudes and behavioural patterns
Meso
Service paths
Guiding customer Micro journeys through touch-points
Momentary experiences
Service sessions and psychological experience

7. When did you last
lose track of time
when browsing
online?
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8. The optimal experience?
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Flow
Control
Relaxation
Boredom
Anxiety
Worry
Apathy
Arousal
Challenge level
Skill level
Csikszentmihalyi, M. (1997)

9. Momentary experience
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Psychology Flow! +20%
Rhythm Continuity and
duration
Navigation
patterns
Micro

10. Influence by design on three levels
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Macro Human behaviors
Influencing attitudes and behavioural patterns
Meso
Service paths
Guiding customer Micro journeys through touch-points
Momentary experiences
Service sessions and psychological experience

11. Founding principles in designing multi-channel customer journeys
Consistency
Continuity
Composition
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12. Design for service
composition
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• How do channels
relate to each other?
• What is the purpose of
each?
How does each channel
contribute to the activity
and overall experience?

13. Composition defines the
overall value of the journey Meso
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Building the brand
experience in each channel
and empowering the
customer

14. Influence by design on three levels
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Macro Human behaviours
Influencing attitudes and behavioural patterns
Meso
Service paths
Guiding customer Micro journeys through touch-points
Momentary experiences
Service sessions and psychological experience

15. Just by changing
human behaviors…
22%
of cardiac diseases could
be prevented world-wide
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15%
of the world’s energy
consumption could be cut

16. Cross-industry concepts for behavioral
transformation
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17. Cross-industry concepts for behavioural
transformation
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18. Relevant behavioral trends
Mortgage payment behaviors
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Macro
Utilization of public transportation
Social responsibility – regulating
consumption through design

19. ©Tieto Corporation
Opportunities in influencing
experiences & behaviors by design are
realized by digitalization!
Real-time interaction and analytics
Customer data and history
Online – mobile – social – physical
Cross-industry business models

20. Changing perspectives