Understanding future consumer for a better customer experience design.

1. 1RitsPresemtation
UNDERSTANDING
End-Consumer priorities
Future Consumer
How will people consumer differently in future and what will
they expect from brands? The below explained consumer
priorities and profiles define how to engage with your
consumer to win market share.
01 Global Picture
02 Consumer Priorities
03 Consumer Profiles
Research&Cmplilation–DeeptiPahwa

2. Global Picture
The internet and everything connected to it is moving at a speed the
world has never seen before: visuals and voice are overtaking text.
White space opportunities emerge around the new ethnic, racial and
religious majorities, but brands will need to work hard to comprehend
how they can be relevant to these consumers' values and lifestyles.
01
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3. 3RitsPresemtation
Global Picture
Global drivers are disrupting consumer behaviour
1. Emotional Appeal : We see a culture emerging in which ideas and decisions are made
largely by appeals to emotion not facts: An era where images and characters are
replacing words as the communication of choice for the majority of consumers.
2. The end of one-size-fits-all: Products and services will give way to mass personalisation.
In an era of true individuality, there is a need to cater to consumers – and their minds
and bodies – even down to a cellular and microbial level.
3. Humanizing of engagement : Strategies for the future should be based on a deep
understanding of humans as emotional beings. Experience designers will focus on giving
technology soul, and celebrate the imperfections in human making.
Emotional
Appeal
End of
one-size-fits-all
Research&Cmplilation–DeeptiPahwa
Humanize
Engagement

4. 4RitsPresemtation
Consumer Priorities
Digital-authenticity, Distraction-less and Boundaryless: these are the key
priorities shaping the consumer mindsets. With consumer scepticism
rising, truth may be the most valuable tool available to Brands and
Businesses. “There's a significant bias evolving against size" and that
"people believe big is bad…“ Most consumers believe big companies
"place profit over principle".
02
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5. 5RitsPresemtation
Consumer Priorities
What do consumers care for?
1. Transparency : People expect companies to be more ethical and responsible.
Consumers of future would tend to be more loyal to a brand if they could see the whole
ecosystem of the complete brand (not just products). Transparency is key.
2. Personalisation & Convenience : Consumers are obsessively tracking their personal
data, social media and the news to wanting to opt out entirely. Data driven
personalisation is the only way to win loyalty in internet full of distractions.
3. Brand design & Packaging : In the age of product and information overload, brands
need to enhance packaging strategies. New ways of personalising product and
packaging can create more intimate brand-to-consumer moments, while themes around
sympathy and empathy in messaging can feel somewhat therapeutic and self-help like.
Brand
Transparency
Personalisation &
Convenience
Brand design
& Packaging
Research&Cmplilation–DeeptiPahwa

6. 6RitsPresemtation
Consumer Profiles
Understanding consumer profiles is an absolute must at this moment of
super-personalization. As consumers get more in touch with their
moods and emotions, products, stores, services and experiences should
be designed around how they make them feel. in the future, products
will be sold by what experiences they create, and experiences will be
sold by what emotion they evoke.
03
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7. 7RitsPresemtation
Consumer Profiles
Evolving consumer behaviours
1. Focus on self: what’s in it for me? Obsessive behaviours towards the body, diet,
performance and social media are emerging. We are entering an era of extreme
optimisation, bridging gaps in mental and physical wellness and maximising our
potential by analysing our bodies and environments on deeper levels.
2. Communities: The importance of home and belonging are of extreme importance as
new communities develop. To build consumer confidence, brands should focus on
Building like-minded communities to resonate with its consumers.
3. New Consumer voices : Connecting with new majorities needs to be a priority..
Globally, Generation M (Muslim Millennials), Chinese millenials, Generation Z, Working
mothers, freelance-workers form new consumer voices that need to be heard.
Focus on self Communities
Research&Cmplilation–DeeptiPahwa
New Consumer Voices

8. 8RitsPresemtation
deepti2501@gmail.com
www.deeptipahwa.ch
January 2019
Research, Compilation & Insights
Deepti Pahwa