Customers First: Designing for differentiation, conversion and loyalty

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Janna DeVylder spoke at TravelTech 2013

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Customer First: Giving customers an excellent experience should be at the heart of every great travel business. This session looks at website user experience, differentiation, conversion and loyalty.

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Customers First: Designing for differentiation, conversion and loyalty

  1. 1. Customers first Designing for differentiation, conversion and loyalty Janna DeVylder - @jdevylder TravelTech Sydney 2013
  2. 2. people
  3. 3. http://farm8.staticflickr.com/7077/6895549164_87ee2c1ebb_b.jpg They are on a journey. We are not always the destination.
  4. 4. external interactions How and where the organisation and the customer meet experiences What the customer takes away from the interaction(s) touchpoints Key moments in the interaction between organisation and customer internal systems Technology and infrastructure that a company relies upon to operate channels Medium with which the organisation communicates with their customers process Ways of working. The policies that guide how the business is run
  5. 5. http://www.fitch.com/content/uploads/2011/09/layout_scroll_final_45.jpeg The journey is also wild and varied!
  6. 6. Make a map
  7. 7. The details are not the details. They make the product. [and they make or break the experience] Charles Eames
  8. 8. CONVERSION
  9. 9. Oh, funnels... http://eresponsible.files.wordpress.com/2012/06/conversion-funnel2.jpg http://d1avok0lzls2w.cloudfront.net/img_uploads/conversion-funnel-social.gif
  10. 10. How about bridges? http://farm8.staticflickr.com/7062/6848176785_4daa6f116f_b.jpg
  11. 11. Understand my barriers
  12. 12. Help me rethink my approach
  13. 13. Help me rethink my approach
  14. 14. Makers, not just consumers https://pbs.twimg.com/media/BBqi7JyCUAAeWMr.jpg:large Give me just enough to evaluate, but not too much
  15. 15. https://pbs.twimg.com/media/BBqi7JyCUAAeWMr.jpg:large Give me just enough to evaluate, but not too much
  16. 16. Don’t just take our word for it picture of peer review Help me get a sense of the intangible
  17. 17. Don’t hide the fine print
  18. 18. Don’t overwhelm
  19. 19. LOYALTY
  20. 20. http://farm4.staticflickr.com/3403/4621467779_c5dbf5699f_b.jpg Loyalty can be deceiving
  21. 21. DIFFERENTIATION
  22. 22. http://farm6.staticflickr.com/5001/5324806584_4c75680b88_o.jpg Support travel literacy
  23. 23. http://human.co/ Design for behaviour
  24. 24. Makers, not just consumers https://pbs.twimg.com/media/BBqi7JyCUAAeWMr.jpg:large
  25. 25. Design with, not only for
  26. 26. thanks! Janna DeVylder janna@meldstudios.com.au @jdevylder TravelTech Sydney 2013

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