Customer experience design

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Customer experience design

  1. 1. ©Bill Watterson, Calvin and Hobbes
  2. 2. YOU ARE THE ROCK STARSOF THE FUTURE © Rupa Shankar
  3. 3. PURPOSECAUSE BELIEF © Rupa Shankar
  4. 4. COCO CHANEL DAVID CARSON DAVID OGILVYHOWARD ROARK JANE MCGONIGAL PAUL RAND JONY IVE DIETER RAMS STEVE JOBS © Rupa Shankar
  5. 5. OWN IDENTITY © Rupa Shankar
  6. 6. NO BOUNDARIES © Rupa Shankar
  7. 7. CUSTOMER-FOCUSSED © Rupa Shankar
  8. 8. CUSTOMER-OBSESSED © Rupa Shankar
  9. 9. READ BRIEFS & DESIGN? © Rupa Shankar
  10. 10. LAW OF DIFFUSION OF INNOVATIONINNOVATORS EARLY EARLY LATE LAGGARDS2.5% ADOPTERS MAJORITY MAJORITY 16% 13.5% 34% 34% ©Everett Rogers
  11. 11. © Rupa Shankar
  12. 12. © Rupa Shankar
  13. 13. THE FIRST MOMENT OF TRUTHCoined by Procter & Gamble—Shoppers make up their mindabout a product in the first fewseconds after they encounterthat product for the first time ona store’s shelf.WHAT WORKED FORTHE TRADITIONAL CONSUMER? Play video © Rupa Shankar
  14. 14. 85% Shoppers conducted research before entering store* MORE DECISIONS ARE MADE BEFORE ENTERING THE STORE* Source: www.zeromomentoftruth.com/ © Rupa Shankar
  15. 15. ZERO MOMENT OF TRUTH Customers approach a sale empowered by technology and transparency, with more extensive information from more sources than ever before*.GOOD EXPERIENCE  5 PEOPLEBAD EXPERIENCE  5000 PEOPLE* Source: www.zeromomentoftruth.com/
  16. 16. RISE OF THE“ALWAYS ON”SOCIAL+MOBILE ENABLEDCONSUMER © Rupa Shankar
  17. 17. The essence of the Purple Cow—the reason it would shine among a crowd ofperfectly competent, even undeniably excellent cows -- is that it would beremarkable. Something remarkable is worth talking about, worth paying attention to.-Seth Godin, Purple Cow WORTH PAYING ATTENTION TO REMARKABLE WOW ORIGINAL DARING © Seth Godin, Purple Cow
  18. 18. THE MODERN CUSTOMER IS BUYING  IDENTITY  CONVERSATION  COMMUNITY“The product is a platform that enables you toaccomplish what you believe!” © Rupa Shankar
  19. 19. “Goal: Create a experiential platform that keepseveryone, not just runners, motivated and active”Stefan Olander, VP Digital Sport, NIKE7th in the 100 MOST CREATIVE PEOPLE IN BUSINESS, 2012 Play Video >
  20. 20. Store PHYSICALMobile + Web VIRTUAL Social © Rupa Shankar
  21. 21. Great design is making an experiencesomething memorable and meaningful. Dieter Rams, Braun’s designer and Apple’s inspiration © Rupa Shankar
  22. 22. Transactional Value of Customer Sales, Page Views, Clicks, Downloads, ImpressionsNEWROI Lifetime Value of Customer WOM, Engagement, Interaction, Loyalty, Advocacy © Rupa Shankar
  23. 23. Forrester Research, Customer Experience Consulting Me Design Strategist Design Happiest Minds, ITC, Personal Care Technology MarketingSocial Computing Digital Marketing  BFA in Applied Art from J. J. Institute of Applied Art, Mumbai  MFA in Graphic Design and an MBA in Marketing from Boston University © Rupa Shankar
  24. 24. FORWARD-THINKING CLIENTS* Source: Seth Godin, Purple Cow © Rupa Shankar
  25. 25. ETHNOGRAPHYPERSONAS ANALYTICS Mapping The Customer Journey © Rupa Shankar
  26. 26. Play Video >© Rupa Shankar
  27. 27. Gracias! cxpdesign.comrupa.shankar@happiestminds.com Facebook.com/rupashankar twitter.com/rupashankar © Rupa Shankar

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