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Quand Monsieur Experience rencontre Madame Marketing

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Peut-on parler de marketing expérientiel ? Un peu de théorie et un cas concret sur le ski
- c'est quoi la conception d'une expérience utilisateur
- en quoi l'UX (User Experience Design) accélère la fidélisation client
- comment les marques s'en nourrissent pour "marketer" l'expérience
- marketing expérientiel : idylle d'un jour, passion toujours ?

Création d’expériences qui permettent d’engager le consommateur dans une relation positive, riche en sens et en sensations, avec une marque.

Published in: Marketing
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  • Hello! Who wants to chat with me? Nu photos with me here http://bit.ly/helenswee
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  • Atelier très intéressant, merci.
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Quand Monsieur Experience rencontre Madame Marketing

  1. 1. Quand Monsieur Expérience rencontre Madame Marketing … 17 novembre 2016 Club Service EM Lyon
  2. 2. Valérie Porteret Consultante // Celencia #lean #services celencia.fr @PorteretValerie Benjamin Richy UX Designer // Freelance #pitchlux #ergonomie usermood.net/ben @BenUserMood
  3. 3. Conf-atelier 60 ‘
  4. 4. CX = Customer eXperience #expérience client Ensemble des émotions et sentiments ressentis par un client avant, pendant et après l'achat d'un produit ou service.
  5. 5. UX = User eXperience #expérience utilisateur Ensemble des émotions et sentiments ressentis par un utilisateur avant, pendant et après l'interaction avec un produit ou service.
  6. 6. Interactions avec le produit / service #local UX + CX Interactions avec la marque #global
  7. 7. Customer life cycle
  8. 8. Customer life cycle
  9. 9. Customer life cycle Digital Design Product Design Service Design Space Design Game Design
  10. 10. UX vs CX CX Source : http://blog.usabilla.com/ux-vs-cx-which-is-more-important/
  11. 11. # un air de déjà vu… métaphore ux
  12. 12. TEMPS Avant – Pendant – Après – Encore User eXperience Design UTILISATEUR CONTEXTE PRODUIT SERVICE
  13. 13. Appliquer une recette piquée sur le net ne fonctionne pas ! Ingrédients Recette à suivre Certitude sur le résultat Ingrédients = boite à outils Recette = méthodes Résultat = empirique UX Design mode d’emploi
  14. 14. la rencontre… UX + CX = ?
  15. 15. Tour #1 – profilage utilisateur Profilage utilisateur par petits groupes > personnages 10’ Le Rider En quête de nature La Tribu famille / grand parents L’étranger UK / RU / SE texte Entre potes Le Multi-Xp multi-activités
  16. 16. Tour #1 – profilage utilisateur désirs envies peurs frustrations besoins attentes
  17. 17. Tour #1 – profilage utilisateur désirs envies peurs frustrations besoins attentes bronzer Bien manger Se faire mal
  18. 18. Tour #1 – Restitution Restitution par groupes > mur de post-it 15’ Le Rider En quête de nature La Tribu famille / grand parents L’étranger UK / RU / SE Entre potes Le Multi- Xp multi-activités peurs frustrations
  19. 19. Tour #2 – La marque Testons la marque > site web + app. mobile 15’
  20. 20. #plan #indication des principales résidences #aide à la recherche de logements Tour #2 – La marque Testons la marque > site web 15’ accessibilité
  21. 21. Tour #2 – La marque Testons la marque > site web 15’ Web Cam
  22. 22. #village igloo #first tracks #piste de l’aiguille rouge Tour #2 – La marque Testons la marque > site web 15’ Expérience Insolite
  23. 23. #cascade de glace #bobsleigh #speed riding Tour #2 – La marque Testons la marque > site web 15’ Expérience extrêmes #cascade de glace #bobsleigh #speed riding Expérience extrêmes
  24. 24. Tour #2 – La marque Testons la marque > site web + app. mobile 15’
  25. 25. Tour #2 – Services Restitution 10’ Problème Solutions Produits / Services digital ou pas
  26. 26. une belle histoire… UX + CX = ❤
  27. 27. fonctionnalité #remonte pente #sans effort #grand domaine cas d’usage
  28. 28. usage #grands espaces #peuf #snowpark cas d’usage
  29. 29. expérience #exaltation #voyage #liberté #émotions cas d’usage
  30. 30. cas d’usage
  31. 31. UX + CX
  32. 32. UX + CX
  33. 33. Lever les frustrations utilisateurs + dépasser ses attentes = Répondre aux émotions UX + CX (Ré)engager le client + fabriquer des souvenirs = Déclencher des émotions
  34. 34. UX + CX
  35. 35. UX + CX
  36. 36. Ocean Blue UX + CX Blue Ocean Strategy
  37. 37. Création d’expériences qui permettent d’engager le consommateur dans une relation positive, riche en sens et en sensations, avec une marque #vendre plus vite #vendre mieux #vendre plus souvent marketing expérientiel
  38. 38. Le marketing expérientiel est un concept commercial de théâtralisation d'un lieu de vente ou de service qui implique l'usager dans une mise en scène de la marque et de ses produits ou services. marketing expérientiel
  39. 39. ❤ marketing expérientiel

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