This document profiles Hoang Huynh, Head of Service Design and Experience Design at Exage. It lists his professional experience and roles, including as Country Manager for Interaction Design Foundation in Italy and as a lecturer. The rest of the document discusses trends in digital transformation, customer experience, and the need for businesses to focus on delighting customers through both physical and digital experiences. It emphasizes that technology should enable experiences, not be the focus, and that businesses need agility to adapt to changing customer and competitor landscapes.

1. HOANG HUYNH// @aetheros
2018.03.14

2. HEAD OF SERVICE DESIGN AND
EXPERIENCE DESIGN
HOANG HUYNH
hoang.huynh@exage.com / @aetheros
•Country Manager Italy Interaction Design Foundation
•Former Managing Partner of PRSD Consulting
•Partner @ White Label
•Lecturer Tag innovation School
•Mentor European Innovation Academy
•Lecturer Fondazione Alma Mater - University of Bologna

3. • IRIS
DIGITAL
TRANSFORMATION
FACTORY

4. CLIENTI

5. INSPIRATION
AND
INNOVATION

6. MACRO TRENDS
PHYSICAL FIGHT BACK
Digital is no longer the
centerpiece of brand experience.
The emphasis is shifting onto how
best to use digital as an invisible
enabler of physical and sensory
experiences. As interactions with
users evolve from periodic
engagements via a screen to
consistent, connected
experiences, organizations must
create new services that are
deeply integrated in the physical
world.
AI IS TAKING MORE AND
MORE PLACE
Digital is no longer the
centerpiece of brand experience.
The emphasis is shifting onto how
best to use digital as an invisible
enabler of physical and sensory
experiences. As interactions with
users evolve from periodic
engagements via a screen to
consistent, connected
experiences, organizations must
create new services that are
deeply integrated in the physical
world.
BUILDING NEW TRUST
Digital is no longer the
centerpiece of brand experience.
The emphasis is shifting onto how
best to use digital as an invisible
enabler of physical and sensory
experiences. As interactions with
users evolve from periodic
engagements via a screen to
consistent, connected
experiences, organizations must
create new services that are
deeply integrated in the physical
world.

11. RETAILER // AREA OF INFLUENCE
SUPPLIER
PRODUCTION
DISTRIBUTION
RETAILER
CUSTOMERS
RETAIL
TRIGGER EVALUATION BUY POST SERVICEINFORMATION
CUSTOMER
EXPERIENCE

12. RETAILER // AREA OF INFLUENCE
SUPPLIER
PRODUCTION
DISTRIBUTION
RETAILER
CUSTOMERS
RETAIL
TRIGGER EVALUATION BUY POST SERVICE
CUSTOMER
EXPERIENCE
INFORMATION

13. INTERNAL EXTERNAL

14. INSPIRATION
AND
INNOVATION

15. THE CUSTOMER,
THE CLIENT AND
THE WARDROBE
Ralph Lauren - Smart Fitting Rooms

17. WHAT’S AN
EXPERIENCE?

19. HUMANS ARE
DRIVING TECHNOLOGY

20. WHO
WHY
WHAT
HOW
REASON

21. IT’S NEVER ABOUT
TECHNOLOGY

24. BUSINESS
AGILITY ZARA Westfield - London

26. Nike - New York

27. "Experiences period … are what it's
going to take in the future for brick-
and-mortar guys to survive.”
- Robin Lewis, CEO of The Robin Report

28. DIGITAL
TRANSFORMATION

29. THERE ARE TWO TYPE OF PAIN
IN THIS WORLD:
THE PAIN THAT HURTS YOU
THE PAIN THAT CHANGES YOU
- Jettie Woodruff

30. Financial Results
Operational Efficiency
Business/Organization Agility
Customer Experience and
Employee Experience
Risk Management
DIGITAL TRANSFORMATION
DRIVERS

31. LOOKING FOR
SIGNALS

32. PRODUCT
OR SERVICE?

33. THE LONG TAIL OF TRADITIONAL PRODUCTS

34. THE SHORT TAIL OF INNOVATION

37. Who are the
future
customers?
Is the business
delighting customers—
anywhere and every
time?
Who are the
future
competitors and
partners?
What will the
business
become?
For how long will
this business
survive?

38. source: Vidar Anderssen

39. http://bit.ly/TAGLate

40. EXAGE S.p.A. Digital Innovation
Uffici Via Vespri Siciliani 9, 20146, Milano
Corso Vittorio Emanuele II 225/c, 10139, Torino
Sede Legale Via Vespri Siciliani 9, 20146, Milano
Contatti info@exage.com | +39 02873671
http://exage.com