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5D: CX Design

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Designing Immersive At-Purchase Moments

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5D: CX Design

  1. 1. 5D:CX DesignDesigning Immersive At-Purchase Moments
  2. 2. 5D: • What is 5D:CX • How immersion is evolving • The forces driving 5D • The impact to CX
  3. 3. There is a battle being waged
  4. 4. d Versus
  5. 5. Retail Emotional Equity Online Retailer Emotional Equity Emotions matter Re:Store Study, Shikatani Lacroix 2013
  6. 6. A state where the barriers between the physical and virtual worlds disappear and create a deep emotional connection. “ ” The future of retail is 5D:CX
  7. 7. Immersion: A better reality
  8. 8. Augmented reality market will reach $120 billion by 2020 Facebook Oculus Rift: $2 Billion Google Magic Leap: $0.5 Billion Microsoft Hololens: $.? Billion
  9. 9. Immersion = 5 Factors 1. Allows Participants Intuitive Control 2. It’s a Highly Emotional Experience 3. Provides a High Level of Storytelling 4. The Experience is Stunningly Real 5. Technology is Invisible
  10. 10. 3D Sight and Sound ENTERTAINING
  11. 11. The Evolution of Immersion 4D Sight, Sound, Smell and Touch KNOWLEDGE
  12. 12. 4D Immersion = Scale and Interactive
  13. 13. 4D Immersive Path To Purchase Online Reach Mobile Integration Digital In-Store Digital Sales Tools Online Validation ATTRACT TRANSACT RETAIN
  14. 14. Immersive Experiences l FLOW
  15. 15. Immersive Experiences l FLOW
  16. 16. Immersive Experiences l FLOW
  17. 17. Immersive Experiences l FLOW
  18. 18. The Evolution of Immersion 5D Total Sensory IMMERSIVE
  19. 19. Kraft Foods RFP Presentation | July 24, 2014 Immersion as entertainment
  20. 20. Kraft Foods RFP Presentation | July 24, 2014 Immersion as a new world
  21. 21. Augmented Virtual Immersion Platforms Physical
  22. 22. Physical Blurring the physical and virtual
  23. 23. Augmenting the physical with virtual
  24. 24. Virtually defining new worlds
  25. 25. 80% Emotive Decision
  26. 26. Stand out from the crowd Have confidence in the future Enjoy a sense of well-being Feel a sense of freedom Feel a sense of thrill Feel a sense of belonging Protect the environment Be the person I want to be Feel secure Succeed in life SOURCE SCOTT MAGIDS, ALAN ZORFAS, AND DANIEL LEEMON FROM “THE NEW SCIENCE OF CUSTOMER EMOTIONS,” NOVEMBER 2015
  27. 27. 25% Source:  Brand  Sense  and  The  Impact  of  Sensory  Environments  on  Spagoers’  Emo;on  and  Behavioral  Inten;on,  Conrad  N.  Hilton  College  of  Hotel  and  Restaurant  Management  University  of  Houston,  Houston,  TX Emotions =Sensory Experience 58% 31%41% 45%
  28. 28. Millennials Early Adopters Mobile  Enabled   81%  Smart  Phones   81%  Laptop   58%  Tablet Online  Shoppers   38%  Music   35%  Travel   31%  Books Urban  Dwellers   46%  Live  in  Urban  Centers Online  Influenced     63%  Blogs/Social  Media   28%  Friends  and  Family   24%  Retailer’s  Website Heavy  Social  Users   87%    Very  to  O[en  Usage Leading  Edge   23%  Innovators   17%  Early  Adopters
  29. 29. 64%Want Shared Experiences
  30. 30. 51%Control the Outcome
  31. 31. 53%Experiences Drive Loyalty
  32. 32. 65%Entertaining Benefits
  33. 33. 63%Memorable & Rewarding
  34. 34. 60%Sense of Discovery
  35. 35. 31%Interactive Control
  36. 36. High Impact Medium Impact Interactive and virtual reality high awareness and impact
  37. 37. Home Decor, Banking and Hardware Opportunity First Choice Second Choice
  38. 38. The Immersive New Path To Purchase Online Virtual Shopping Always Connected Internet of Things Immersive In-Store Augmented Sales Tools Predictive Customization
  39. 39. Immersion = Emotional Connections 1. It’s about the experience and not the technology or software 2. Success will be determined through how users feel and not think 3. The lines between design disciplines will dissolve and blur
  40. 40. THANK YOU Questions - Feedback Jean-Pierre Lacroix President, Shikatani Lacroix www.sld.com

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