Digital transformation customer-centric
I love digital transformation. Gone are the days where your only option was to physically transport yourself to a travel agency, a car dealer or a real estate agent. Today most of us consult Doctor Google before we see a real one. Tomorrow you may talk more frequently to Apple’s Siri and Amazon’s Alexa than to your breathing family members. And in the years to come you will experience unimaginable things in virtual, augmented and mixed reality. A fascinating future lies ahead, but what worries me in these trends is that companies I visit put a lot of focus on the “digital” part of the transformation, but not so much on the “customer-centric” part of that transformation. And that’s a problem. What you need to do is put your customer at the center of everything you do. You need to start from the central question: “Which positive impact will my solution have on my customer’s life?” Because if you don’t, your digital transformation project might become an expensive nightmare, haunting your career for many years to come. At Human Interface Group we tackle customer-centric design with our in-house developed UX Strategy framework. One of the key pillars of this framework is mapping the customer journey. It is a powerful technique to visualize the experiences of your customer while using your product or service and what you have to put in place to make that experience stand out from the competition. And that’s an invaluable asset to make sure your product or service is a perfect example of customer-centric digital transformation.
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Digital transformation customer-centric
- 1. Digital transformation without customer-centric transformation makes no sense Johan Verhaegen - UX Strategist
- 3. Virtual Reality VR places the user in another location entirely. Wired Magazine, May 2016
- 4. Augmented Reality In augmented reality, the visible natural world is overlaid with a layer of digital
- 6. Mixed Reality In mixed reality, virtual objects are integrated into and responsive to the
- 11. Photo by Courtesy of Warner Bros. Picture - © 2013 - Untitled Rick Howard Company LLC
- 13. UX FRAMEWORK © 2016 Human Interface Group CUSTOMER JOURNEY CUSTOMER INSIGHT DESIGN VISION VALUE PROPOSITION
- 14. © 2016 Human Interface Group CUSTOMER JOURNEY
- 16. Research to understand the problem
- 18. for the perfect customer journey…
- 19. © 2016 Human Interface Group EXPERIENCE MAP SERVICE BLUEPRINT CUSTOMER JOURNEY
- 20. © 2016 Human Interface Group EXPERIENCE MAP
- 21. Experience map
- 22. Experience map
- 23. © 2016 Human Interface Group SERVICE BLUEPRINT
- 25. CUSTOMER JOURNEY CUSTOMER INSIGHT DESIGN VISION UX FRAMEWORK © 2016 Human Interface Group VALUE PROPOSITION
- 26. Design experiences instead of screens Use a UX framework to create new experiences Put the customer at the center of every digital transformation project TAKEAWAYS
- 27. Contact us De Regenboog 11 2800 Mechelen Belgium www.higroup.com +32 (0)15 40 01 38 Follow us Human Interface Group @higroup Human Interface Groupjohan.verhaegen@higroup.com Thank you!
Editor's Notes
- https://youtu.be/4EvNxWhskf8 cf. SnapChat wearable
- Voice driven interfaces Siri OK Google Amazon Echo => (not portable) Most used in the kitchen Play a song Control smart lights Set a time
- Yuval Harari: “Books are beginning to read people in a more careful way than people read books. Your Kindle is analysing all the time how you read. When it is connected to face-recognition algorithms it will be able to know the exact emotional impact of every sentence. Imagine what kind of stories you could create if you knew those things.” https://www.theguardian.com/lifeandstyle/2016/aug/27/yuval-noah-harari-we-are-quickly-acquiring-powers-that-were-always-thought-to-be-divine
- Her – 2013 A lonely writer (Theodore Twombly) develops an unlikely relationship with his newly-purchased operating system that's designed to meet his every need. Installs a new OS, with Samantha as a voice. No more tapping, pointing or clicking, every interactions happens via conversational user interface.
- You’ll need more than your traditional design tools
- Customer journey visualizes how a customer interacts with your organization or your product, over the entire lifecycle
- “Nobel Prize-winning psychologist Daniel Kahneman, saw confirmation of a psychological heuristic called the peak-end rule: people’s memories of an experience are based on a rough average of the most intense moment (the peak) and the final moment (the end).” https://www.smashingmagazine.com/2016/08/user-memory-design-how-to-design-for-experiences-that-last/?ref=mybridge.co
- Customer journey toevoegen