The ubiquity of smartphones has driven many companies to adopt a Mobile First strategy. However, at its core, Mobile First is just a UX strategy, not a holistic approach to customer experience. Only focusing on mobile solves for a relatively limited scope of a customer’s needs. Context First seeks to understand the complete environment surrounding the customer: who is using it, where they are using it, and what their relationship is to the brand. By applying this broader, device agnostic lens, experience designers can deliver a customer experience that is highly personalized and more responsive to each phase in a customer’s decision journey.

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Context First: The Next Wave of Customer
Experience Design
Summary

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Moving on from Mobile First
Mobile is not a single channel
Mobile is a powerful identifier of customer
context
There are other ways to serve customers
outside a mobile device
Why is Mobile First no longer
enough?
Mobile First is a user interface design
approach that begins with designing
experiences for mobile (i.e. smartphones,
tablets) and then deriving the native website
experience by creating larger, enhanced
versions of the mobile experience
With customers increasingly likely to engage
with an organization through a mobile device,
this became the preference for businesses.
However, it was a strategy for leading
companies once upon a time
A smartphone is in fact multiple channels with
multiple interfaces to multiple touchpoints
The wealth of data collected on a mobile device should be used to
anticipate a customer’s needs and respond appropriately, based
on context
But if we broaden our view to consider the customer’s context,
there is be a better way to respond to that customer

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“Context First is an exercise in asking the right questions and
understanding the true purpose of a product or service”
- JP Stallard, SOLV, a digital experience innovation firm
Context First is an experience
design strategy that focuses on
understanding why customers are
engaging with companies to begin
with
Context First seeks to understand
the complete environment
surrounding the customer and
leverages mobile devices as tools
of determining Context
Context First focuses attention on
delivering a customer experience
which is both highly personalized
and responsive to each phase in
the customer’s decision journey
Context First: The New Wave of Customer Experience Design
How do we enable it? Why is it important?What is it?

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Context First Customer Drivers
+ +
Customer Persona
Customer’s needs, wants and
desires that drive quantifiable
past behavior, observable
preferences, and brand loyalty
Customer Objective
What led customers to engage,
her past and current activity
across all channels
Customer Environment
The ‘where’ and ‘when’ of a
situation derived from the local
time, proximity to other relevant
locations, and even the weather

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Context First Leaders
Rebecca Minkoff Magic Mirror Disney Magic Band
Rebecca Minkoff understands a shopper
preparing for a date (Driver 1: Customer
Persona) wants to know how a dress will look in
restaurant mood lighting (Driver 2: Customer
Objective) rather than within a brightly lit
dressing room (Driver 3: Customer Environment)
Disney’s Magic Band is able to incorporate
known visitor profiles (Driver 1: Customer
Persona) and real time park flow and capacity
(Driver 3: Customer Environment) to plan and
adjust itineraries to reduce wait time (Driver
2: Customer Objective) and optimize the overall
experience for the visitor

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