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The Digital Customer 
Design to influence experiences and behaviors 
Katarina Segerståhl 
Head of Service Design, PhD 
Tie...
Focus on 
human 
experience and 
behavior 
Strategic 
framework for 
influencing by 
desing 
Opportunities by 
digitalizat...
Customers’ influence in the 
value chain is transforming 
businesses The customer’s digital 
Social networks 
Virality 
Re...
Design influences our 
experiences and behaviours 
every day 
©Tieto Corporation 
Design is not only about color and feel....
Influence by design on three levels 
©Tieto Corporation 
Macro Human behaviors 
Influencing attitudes and behavioural patt...
Influence by design on three levels 
©Tieto Corporation 
Macro Human behaviors 
Influencing attitudes and behavioural patt...
When did you last 
lose track of time 
when browsing 
online? 
©Tieto Corporation
The optimal experience? 
©Tieto Corporation 
Flow 
Control 
Relaxation 
Boredom 
Anxiety 
Worry 
Apathy 
Arousal 
Challeng...
Momentary experience 
©Tieto Corporation 
Psychology Flow! +20% 
Rhythm Continuity and 
duration 
Navigation 
patterns 
Mi...
Influence by design on three levels 
©Tieto Corporation 
Macro Human behaviors 
Influencing attitudes and behavioural patt...
Founding principles in designing multi-channel customer journeys 
Consistency 
Continuity 
Composition 
©Tieto Corporation
Design for service 
composition 
©Tieto Corporation 
• How do channels 
relate to each other? 
• What is the purpose of 
e...
Composition defines the 
overall value of the journey Meso 
©Tieto Corporation 
Building the brand 
experience in each cha...
Influence by design on three levels 
©Tieto Corporation 
Macro Human behaviours 
Influencing attitudes and behavioural pat...
Just by changing 
human behaviors… 
22% 
of cardiac diseases could 
be prevented world-wide 
©Tieto Corporation 
15% 
of t...
Cross-industry concepts for behavioral 
transformation 
©Tieto Corporation
Cross-industry concepts for behavioural 
transformation 
©Tieto Corporation
Relevant behavioral trends 
Mortgage payment behaviors 
©Tieto Corporation 
Macro 
Utilization of public transportation 
S...
©Tieto Corporation 
Opportunities in influencing 
experiences & behaviors by design are 
realized by digitalization! 
Real...
Changing perspectives
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The Digital Customer – Design to influence experiences and behaviors

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Frame of thought for identifying opportunities and strategies for influencing experience and behaviours by design.

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The Digital Customer – Design to influence experiences and behaviors

  1. 1. The Digital Customer Design to influence experiences and behaviors Katarina Segerståhl Head of Service Design, PhD Tieto | Customer Experience Management @Segerstahl
  2. 2. Focus on human experience and behavior Strategic framework for influencing by desing Opportunities by digitalization
  3. 3. Customers’ influence in the value chain is transforming businesses The customer’s digital Social networks Virality Realtime New division of labour ©Tieto Corporation presence, identity and footprint re-define value
  4. 4. Design influences our experiences and behaviours every day ©Tieto Corporation Design is not only about color and feel. It’s a tool for executing strategic goals. #dancingtrafficlight https://www.youtube.com/watch?v=SB_0vRnkeOk
  5. 5. Influence by design on three levels ©Tieto Corporation Macro Human behaviors Influencing attitudes and behavioural patterns Meso Service paths Guiding customer Micro journeys through touch-points Momentary experiences Service sessions and psychological experience
  6. 6. Influence by design on three levels ©Tieto Corporation Macro Human behaviors Influencing attitudes and behavioural patterns Meso Service paths Guiding customer Micro journeys through touch-points Momentary experiences Service sessions and psychological experience
  7. 7. When did you last lose track of time when browsing online? ©Tieto Corporation
  8. 8. The optimal experience? ©Tieto Corporation Flow Control Relaxation Boredom Anxiety Worry Apathy Arousal Challenge level Skill level Csikszentmihalyi, M. (1997)
  9. 9. Momentary experience ©Tieto Corporation Psychology Flow! +20% Rhythm Continuity and duration Navigation patterns Micro
  10. 10. Influence by design on three levels ©Tieto Corporation Macro Human behaviors Influencing attitudes and behavioural patterns Meso Service paths Guiding customer Micro journeys through touch-points Momentary experiences Service sessions and psychological experience
  11. 11. Founding principles in designing multi-channel customer journeys Consistency Continuity Composition ©Tieto Corporation
  12. 12. Design for service composition ©Tieto Corporation • How do channels relate to each other? • What is the purpose of each? How does each channel contribute to the activity and overall experience?
  13. 13. Composition defines the overall value of the journey Meso ©Tieto Corporation Building the brand experience in each channel and empowering the customer
  14. 14. Influence by design on three levels ©Tieto Corporation Macro Human behaviours Influencing attitudes and behavioural patterns Meso Service paths Guiding customer Micro journeys through touch-points Momentary experiences Service sessions and psychological experience
  15. 15. Just by changing human behaviors… 22% of cardiac diseases could be prevented world-wide ©Tieto Corporation 15% of the world’s energy consumption could be cut
  16. 16. Cross-industry concepts for behavioral transformation ©Tieto Corporation
  17. 17. Cross-industry concepts for behavioural transformation ©Tieto Corporation
  18. 18. Relevant behavioral trends Mortgage payment behaviors ©Tieto Corporation Macro Utilization of public transportation Social responsibility – regulating consumption through design
  19. 19. ©Tieto Corporation Opportunities in influencing experiences & behaviors by design are realized by digitalization! Real-time interaction and analytics Customer data and history Online – mobile – social – physical Cross-industry business models
  20. 20. Changing perspectives

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