During the Customer Experience and CRM in 1 day event aFrogleap and Oxyma spoke about building an omni-channel experience and the complexity for the brand.

1. Experience is the
new differentiator

2. “Experience is the
new differentiator”

3. # About us
# What is experience?
# How do we see experience?
# Omni customer journeys
# How to “get it done”?
# Questions
Agenda

4. About us

7. Full service
mobile agency

9. How we
see the mobile
experience

10. A
great
idea

11. Great user
experience
Omni channel
data integration
Contextual
relevancy

12. # First time apps
# Focus on getting
into the learning
curve of mobile
aFrogleap mobile maturity model
Low
# “Mobile first”
# Integrated
roadmap
# Full time mobile
product owner
# Engagement is
core metric
# Serious focus on
mobile
# Continuous
Roadmap
# Engagement
metrics are used
# “Seamless”
# Omni channel
roadmap
# Full time mobile
team
# Omni channel
experience
# Mobile is a key
driver of succes
Medium
High
End game

13. 100%
1920x1080px
The
siloed
experience

14. Front door

15. Front door:
e-mail to app

16. Front door:
e-mail to app

17. Front door:
e-mail to app

18. Front door:
e-mail to app

19. Push into the silo

20. The siloed experience

21. Front door:

22. Front door:

23. Front door:

25. What is experience?

26. Definition: Experience
An event or occurrence which
leaves an impression on
someone.

27. Building the technical
experience is becoming a
commodity.

28. Anything that is
difficult now,
is easy in 2 years

29. Creating a great
omni-channel
experience is
the new
“difficult”

30. And the user?

31. The user
keeps going’

32. And the user?
# Fast
# Seamless
# Intuitive interactions
# Great design
# Intelligence
# Everywhere, any device
# Relevancy
The user expects…

33. That expectation
means this mess

34. On all channels,
at the same time

35. The result?
we forget about
innovation
and end users

36. And they want
engaging
experiences

37. Help!
What to do?

38. Conclusion:
We have shifted from a product
and service economy to the
experience economy.

39. Experience is the new
differentiator.

40. Experience is the BRAND.

41. To give you
an idea…

44. Smooth sailing.
Right?

45. How do we see experience?

46. Operational
Tactical
Strategic

47. User
Experience
Business
goals

48. Samen-
werking
Business
goals
overlap
User
Experience

49. Process
Creative
Intelligence
Technology

50. Process
Creative
Intelligence
Technology Experience

51. Website Email App Paid Etc…
Operational
Tactical
Strategic

52. Website Email App Paid Etc…
Operational
Tactical
Strategic

54. Omni customer journeys

55. Persona: A

56. Finds potential
result
Buying
decision
Visit
website
Searches
Product
Yes!
Succes!
Capture
personal info
No
Visits
store
Downloads
app
Does new
search
FAQ
situation
Error
situation
Callcenter
experience
Happy
user
Unhappy
user
Next visit?
(Unique) customer journey

58. Single channel journey
Downloads
app
Onboarding
flow
Searches
product
Product
detail page
Payment
flow
Thank
you!

59. Visit
Store
Menu
Get
employee
Walk through
store
ment
w
hank
you!
SEA
Menu
Get
employee
Product
detail page
Web flow
Retarget
Call
Callcenter
Men
G
emp
Product
detail page
Payment
flow
Thank
you!
Visit
Website
Onboarding
flow
Searches
product
Product
detail page
Payment
flow
Thank
you!
Omni
Downloads
app
Onboarding
flow
Searches
product
Product
detail page
Payment
flow
Thank
you!

61. The Gap:
Defining the GAP’s in your flow
is the first step to building a
next version of the journey

62. What is not:
To decide to NOT fill a gap is
just as important.

63. Samen-
werking
Business
goals
overlap
User
Experience

64. Design focus
Visuals
Out-
come
Structure
Interaction

65. How to “get it done”?

66. # Desire to move
# Multidisciplinary team
# User centric DNA
# Broad mandate
# Basic process
# Agile & lean approach
Ingredients

67. All mankind is dived into three
classes: Those that are
immovable, those that are
movable and those that move.
- Benjamin Franklin

68. If enough people
move, you have a
movement

69. Is your organisation a mover?
True or false?

70. PO web
Data Analist
UX Design
PO app
Strategist
+ Flex teamCore team
Scrum
master
Marketing
Consultant
Program
m
anager
Executivesponsor
Capability
Consultant

71. Logica
vs.
Gevoel

72. Who do
you need?

73. # UX Designers
# Architects
# Visual Designer
# Copywriter
# Product Owners
# Developers
# Retail designers
Team wishlist

74. # Creative
# Creative Strategist
# Data Analist
# Behavioural Scientist
# Mass Psychologist
# Growth Hacker
# Usability Expert
# Market Researcher
# Etc…

75. How do you get
the “user centric”
DNA?

76. # Multidisciplinary teams
# Add creatives to the mix
# Hang everything on the wall
# Start small & iterate
# Everybody is a user
# Try your product everyday!
DNA tactics

77. Basic process
Foundation Validation Scale

78. Basic process
Foundation Validation Scale

79. Who uses:
Agile?
Lean?

80. Agile is an improvement
for the proces but it is not
necessarily an improvement
for the user.

81. Lean is a disciplined, scientific
and capital efficient method
for discovering and building
experiences that people love.

82. Ideas
CodeData
Build
Measure
Learn
Minimize the
total time
through
the loop
Research

83. Get your
facts
straight

84. There are no facts
inside the building
- Steve Blank

85. Get outside of
the building
- Steve Blank

86. Questions?