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D ta a r g a s bi e  a     dT i i ao tev e ei h k g b u sri ds n  nn         c   g    b J Wehl     yax cs r           e   ...
closing the gap •ONLINE      information   OFFLINE
holistic experience     Information
How can we best use the media to enhance the same messages across   multiple channels?
How can we best bridgethe gap between on and  off-line experiences?
data as the bridge?I am the same customer across every channel
data as the bridge?                time research   purchase     support   upgradecross-channel customer journey mapping
service design• How do we facilitate this movement across  different channels?• User experience is continuous & non-linear...
service design• Good service design involves understanding  your customers and their contexts• Great service design is con...
conceptualising this• Story driven customer journey maps• looking at tasks and triggers• needs within different contexts
mapping• detractors• influencers• major activities• scenarios• looking at tasks and triggers
emergent design• Experience design is emergent• You can’t model everything but you need to  model well enough and be flexible
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Thinking about Service Design

Presentation about how we should be using data as a bridge to link on and off-line customer experiences!

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Thinking about Service Design

  1. 1. D ta a r g a s bi e a dT i i ao tev e ei h k g b u sri ds n nn c g b J Wehl yax cs r e w wj i eate o w .x trcv. m an ic @j w x a e c
  2. 2. closing the gap •ONLINE information OFFLINE
  3. 3. holistic experience Information
  4. 4. How can we best use the media to enhance the same messages across multiple channels?
  5. 5. How can we best bridgethe gap between on and off-line experiences?
  6. 6. data as the bridge?I am the same customer across every channel
  7. 7. data as the bridge? time research purchase support upgradecross-channel customer journey mapping
  8. 8. service design• How do we facilitate this movement across different channels?• User experience is continuous & non-linear• Difficult to model and design for• Needs to consider different context• Forrester has good stats on channel usage
  9. 9. service design• Good service design involves understanding your customers and their contexts• Great service design is continuous and gives customers the power in the interaction• Service design and IA involve the same skills(changing real rather than on-line behaviour)
  10. 10. conceptualising this• Story driven customer journey maps• looking at tasks and triggers• needs within different contexts
  11. 11. mapping• detractors• influencers• major activities• scenarios• looking at tasks and triggers
  12. 12. emergent design• Experience design is emergent• You can’t model everything but you need to model well enough and be flexible

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