Social experience design: a new imperative
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Social experience design: a new imperative

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Modern web is being built around people. Customers do not connect to the Web to be handed over websites that are one-dimensional as brochures or catalogues any longer. They seek connections and ...

Modern web is being built around people. Customers do not connect to the Web to be handed over websites that are one-dimensional as brochures or catalogues any longer. They seek connections and relationships that are meaningful to them and that enrich their lives. The emergence of the Social Web has vastly altered the competitive landscape for most web-centric companies and in the future, this shift will have a business impact on most enterprises depending on the degree and speed of response. This article talks about why organizations need to create and leverage high-quality social experiences as a source of competitive advantage.

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Social experience design: a new imperative Social experience design: a new imperative Document Transcript

  • Social Experience Design: A New ImperativeModern web is being built around people. Customers do not connect to the Web to be handedover websites that are one-dimensional as brochures or catalogues any longer. They seekconnections and relationships that are meaningful to them and that enrich their lives. Theemergence of the Social Web has vastly altered the competitive landscape for most web-centriccompanies and in the future, this shift will have a business impact on most enterprisesdepending on the degree and speed of response. This article talks about why organizationsneed to create and leverage high-quality social experiences as a source of competitiveadvantage.© Rupa Shankarwww.cxpdesign.com
  • Social Experience Design: A New ImperativeThe Web, as we know it today, has undergone transformative shifts across multiple dimensions. It’sbeen only 20 years since the very first website appeared however; we have seen the web grow from apurely static brochure-like experience to one with rich interactivity and functionality. This is the era ofthe Social Web – which consists of complete social ecosystems for people to connect and interact witheach other.Gone are the days where brands could survive with static websites, also known as a brochure websites,that only present pre-defined, static information to the user about the company and its products. Astatic website essentially displays the same information to all visitors, just like handing out a paperbrochure to customers in-person. Customers do not connect to the Social Web to be handed overbrochures and catalogue-type of information any longer. They seek connections and relationships thatare meaningful to them and that enrich their lives.As such, Social Experience is parallel to user experience (UX). In the past, when the web was no morethan just the Web of content and commerce – an organization would formulate a “Web strategy” andexecute this strategy in part through UX design. With the emergence of the Social Web, organizationsare now formulating a “Social strategy” – the execution of this, in part, relies on the successfulimplementation of Social Experience Design.Social Experience Design Takes An Organization’s Social Strategy Beyond Just Likes, Fans &FollowersOrganizations have been responding to the Social Web imperative in myriad ways. A common responsehas been to participate in social media – creating Facebook brand pages, Twitter feeds, Pinterest boards,blogs and community review sites. The standard business practice in many industry verticals is to startby crafting a social media strategy, identify the purpose and measurable goals, and select the tools thatwill be used for monitoring, analyzing and publishing social media content. For many organizations,execution of this social media strategy begins and ends with participation in popular third-party socialsites. Each of these sites consider its user base and social experiences as competitive differentiatorsgiving organizations with only a limited amount of control over the experience on the host site.Organizations are quickly realizing this limitation and are looking to build social dimensions into theironline portfolio of sites and web applications. Some organizations undertake to design and build new© Rupa Shankarwww.cxpdesign.com
  • social sites from the ground up however designing and building such systems requires the skills andpractices of a trained social experience designer. The successful social sites of today lead the way bysetting the principles and best practices. These principles must be adapted to the enterprise setting,with the same fervor that the now well-known principles of UX design have been assimilated into theenterprise sector.© Rupa Shankarwww.cxpdesign.com
  • About CXP DesignCXP Design (www.cxpdesign.com), founded by Rupa Shankar, is a platform for marketers,technologists, designers and leaders to discuss and gain a deeper understanding of cross-channelcustomer experience design, develop empathy for customer needs and learn how to createproducts and services that deliver "wow" experiences for customers.When we check into a hotel. When we shop on-line. When we buy a pair of shoes. When we get ona flight. These are experiences by which we measure brands every day. However, most companiesare without the tools to purposefully design those experiences for maximum value. That’s whereCXP Design comes in.Day in, day out, we live, sleep, eat, breathe and unravel the riddle that is human experience, leadingto more loyal and committed customers for our clients.www.cxpdesign.comwww.facebook.com/cxpdesignwww.twitter.com/cxpdesignhttp://in.linkedin.com/groups/CXP-Design-Creating-Customer-Wow-4726523Rupa is an Associate Director at Happiest Minds Technologies (www.happiestminds.com), a next-generation IT Services & Solutions company at the forefront of Providing Advisory, Implementation andManaged Services on Social computing, Mobility, Analytics, Business Intelligence, Cloud computing,Security and Unified Communications. At Happiest Minds, Rupa is responsible for uncovering andactivating innovative digital and social engagement strategies for its clients, spearheading thedevelopment of frameworks and solutions for different industry verticals and enhancing the global go-to-market strategy. She taps into her past work as both a design practitioner and marketer to help HappiestMinds clients envision and define broad, end-to-end customer experiences.© Rupa Shankarwww.cxpdesign.com