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Customer experience 2.0


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Technology, our trustful and creative partner - not only a human extension but as a bit of intelligence that can act on our behalf.

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Customer experience 2.0

  1. 1. Customer Experience 2.0 © Digitalist Group I 1
  2. 2. CONSTANT TRANSFORMATION As humans, we are always looking for ways of going beyond ourselves. We want to perform better, work better, live better and more, among other things. Not only in digital ways, but in many other ways. © Digitalist Group I Company Confidential I 2
  3. 3. Looking back to access the future © Digitalist Group I Company Confidential I 3
  4. 4. Marketing and advertising, Product dominant Make people want things From Before 2000 © Digitalist Group I Company Confidential I 4
  5. 5. To Make things people want Design Thinking Service-dominant logic Customer-centric After 2000 © Digitalist Group I Company Confidential I 5
  6. 6. Mapping the experience Before, during and after + all-around © Digitalist Group I 6
  7. 7. 9 principles that would help designers to understand experience © Digitalist Group I 7
  8. 8. Context of time Time is an important aspect to consider in mapping an experience. Time gives the understanding on when and for how long people are interacting with our products and services. The time of the day, time of the year… Think about the many ways time can influence customer’s behaviour and the service/product performance. TIMING Spatial Context The physical and digital space where we experience the product/service connects with our memory. However, humans perceive a significant part of the world visually and we are not able to record everything. We only memorize things that give us an entirely spatial understanding, for that we also use our other senses. 3D, 4D... Context of use The Context of Use is the actual conditions under which a given service/product is used, or will be used in a typical day to day working situation. Is she walking, sitting or standing? A simple question like that can give you lots of information, helping to adapt your designs to suits the situation. EXPERIENCE ACROSS DEVICES © Digitalist Group I 8
  9. 9. Constraints Today’s design requires more than just a single screen, it has to adapt to multiple screen visibility and usability. Design for each constraint: User behavior (exposure and mobility), User posture, Input capabilities, Navigation styles, Display capabilities. DESIGN HAS TO ADAPT © Digitalist Group I 9 Cultural Context Verbal, social and local contexts that surround a focal event are relevant to understand how people experience things, from a more allocentric point of view. Are there any aspects that may influence the way the user will experience the service? SURROUNDED BY PEOPLE Interactions Predicting, translating, assisting, touching, pressing… Imagine the many possibilities of delivering a message to the customer. Can users choose the way to interact with our services and products? COMMUNICATING
  10. 10. Product lifecycle From the moment the individual realizes the need to the service termination or service transition. From the first experience with the product till its obsolescence. ADAPTING AND LEARNING © Digitalist Group I 10 Value proposed What is the value you are proposing to the customer? Is it aligned with what they expect from your service? Finding the market fit. MARKET FIT Value creation It is very important to build a bridge between customers and your business. To create value with customer, companies need to invest in dialogue tools and let customers to be part of the service development. BRIDGE FROM COMPANY TO CUSTOMERS
  11. 11. Sketching the customer journey . Key decisions points (The desired journey) . Emotion based journey (Customers based) . Action based journey (Customers based) © Digitalist Group I 11Source of inspiration: Adaptive Path’s guide to experience mapping
  12. 12. Key decisions points © Digitalist Group I 12Source of inspiration: Adaptive Path’s guide to experience mapping
  13. 13. Emotional based customer journey Source of inspiration: Adaptive Path’s guide to experience mapping © Digitalist Group I 13
  14. 14. Action-based customer journey € © Digitalist Group I 14Source of inspiration: Adaptive Path’s guide to experience mapping
  15. 15. © Digitalist Group I 15 Use cases, User stories and Jobs to be done • In concept and more strategic phases show the most relevant ones – the ones that will lead you to main features. I.e., Selecting a movie and movie preferences. • After concept phase, use cases help you to scope the project and create a roadmap, adding priority to the pages/screens/interaction and its features.
  16. 16. Physical and Mental EXPERIENCE JOURNEY © Digitalist Group I 16
  17. 17. Physically Before the visit > in-store > Immediate post-visit activities > Later activities © Digitalist Group I 17
  18. 18. Mentally Awareness > Expectation > Inception > Introduction > Evaluation > Engagement > Motivation > Conversion > Fulfillment > Transition > Advocation # Usually represents better a digital customer journey © Digitalist Group I 18
  19. 19. Understanding how people experience our services © Digitalist Group I 19
  20. 20. This image must be a square Patterns from Big Data ● Answers what is happening / but not why ● Numbers / Detailed / Specific and focused ● Helps identify issues in the past and present ● Predict the future based on patterns ● Reliability and generalizability ● Algorithms do the interpretation ● Shows reality ● Behavioural analysis – what people do and what drives this ● At a distance Identify behaviour patterns © Digitalist Group I 20
  21. 21. This image must be a square Insights from Thick Data ● Answers what does it means ● Stories ● Helps to inspire possibilities for the future ● Credibility and transferability ● Interpretation is a collective process ● Constructs reality ● Cultural analyses – social meanings ● Close in and interactive ● Open ended ● Holistic Understanding context and personal-behaviour © Digitalist Group I 21
  22. 22. This image must be a square Behaviour lens ● Experience is shaped by choices and attitudes, drivers and barriers ● People and their activities exist in a context ● People are the actors ● People have choices ● Etic – viewed from outside people’s worlds Focus on individuals © Digitalist Group I 22
  23. 23. This image must be a square Socio-cultural lens ● Experience as an outcome of dynamic mixture of elements ● People and their activities co-produce the context ● Actions are distributed ● People make decisions resulting from their localized activities and participation in a practice ● Emic – viewed from inside people’s worlds Focus on people as carriers of practices © Digitalist Group I 23
  24. 24. This image must be a square Co-creation ● Interviews / Deep dives ● User panels ● Social communities ● Closed communities ● Design sprints ● Workshops ● Design sprints ● Building dialogue tools ● Crowdsourcing Make your customer an active part of the business and services creation by including them in the creation process. © Digitalist Group I 24
  25. 25. The future of customer experience © Digitalist Group I 25
  26. 26. Getting from tasks to experiences User Experience Hierarchy of Needs by Stephen P. Anderson Focus on experiences driven by what your users want to do rather than business objectives or the mechanics of delivering your service. © Digitalist Group I 26
  27. 27. © Digitalist Group I 27
  28. 28. This image must be a square Spatial Cognition Understanding the space around us, how it influences our way of doing and memorising things. How we navigate how we orient ourselves in a place, from allocentric to egocentric perspectives. © Digitalist Group I 28
  29. 29. This image must be a square How human body and mind works As designers we try to extend our experience to a black box and its mechanisms. We learn design tools that orient us to the direction visuals and interactions can go. Alright for now, but also, we should be able to understand how our brain, senses, and thoughts formulate because in near future, technology will have more natural properties. © Digitalist Group I 29
  30. 30. The Pyramid of Technology - from technology to nature in 7 steps How Technology Becomes Nature in Seven Steps: Envision: The idea stage (e.g. the time machine - still not invented or even a prototype) Operational: Experimental stage - things that work in labs. Applied: Transitional stage between invention and acceptance (e.g. Google Glass anno 2013/14) Accepted: Technologies that reach a significant level of familiarity within society (cars, phones, microwave ovens) Vital: Hard to live without (sewage systems, electric lighting, the internet) Invisible: Technologies that are no longer considered technologies (the alphabet, the clock) Natural: Technologies that have become as natural as nature itself (agriculture, cooking) Source: Dutch artist, philosopher and scientist Koert van Mensvoort of Next Nature book © Digitalist Group I 30
  31. 31. Technology, our trustful and creative partner - not only a human extension but as a bit of intelligence that can act on our behalf. © Digitalist Group I 31
  32. 32. References Articles • Buchanan R., Wicked Problems in Design Thinking, Design Issues, Vol. 8, No. 2, (Spring, 1992), pp. 5-21, The MIT Press. • Designing for Interesting Moments - • Medium – How I met Netflix - rience-reflection-6af2ab23d550#.922puex08 • Netflix Branding - • Brand not Channels - nking-in-the-new-tv-landscape/ • Adaptive Path’s Guide to Experience Mapping - • Design for Digital Context – Fjord _FInal.pdf Videos • Bill Scott - Designing for Mice and Men (ISA11) • The Pyramid of Technology - from technology to nature in 7 steps - • Books • Norman D., The Design of Everyday Things, Basic Books, 2013. • N. Wolfram, Multiscreen UX Design: Developing for a Multitude of Devices, Elsevier 2016. • Kim Goodwin and Alan Cooper, Designing for the Digital Age: How to Create Human-Centered Products and Services – • Bill Moggridge, Designing Interactions – • Bill Buxton , Sketching User Experiences: Getting the Design Right and the Right Design - Seductive Interaction Design: • Creating Playful, Fun, and Effective User Experiences - Stephen P. Anderson • Pervasive Information Architecture: Designing Cross-Channel User Experiences - Andrea Resmini • The Elements of User Experience: User-Centered Design for the Web - Jesse James Garrett © Digitalist Group I 32
  33. 33. Questions, Feedback?
  34. 34. Thank you! Jane Vita @janevita Service Design Lead