This document discusses the challenges of engaging customers in a digitized world. It outlines characteristics of user engagement, such as focused attention, positive affect, aesthetics, and endurability. The experience economy is also discussed, where interactions can create emotional responses for customers rather than just visibility of brands. The document notes how digital is no longer a relevant qualifier as everything is digital, and how the internet is evolving into an "internet of everything." It addresses the digitization of users and shifting across channels and devices, the importance of seamless transitions, and using personalization and relevance to cut through noise. Omni-channel experiences are presented as a holistic response to digital shifts in customer behavior.

1. CUSTOMERS ENGAGEMENT
THE FUTURE CHALLENGES OF A DIGITIZED REALITY
Hashtags of the day
#CafeNBxl #WUD2014 #UX

2. Hosted by

3. «Le capitalisme entraîne une crise de l’attention»
Liberation.fr

4. CHARACTERISTICS OF USER ENGAGEMENT
Omni Channel
USER ENGAGEMENT
4
Focused Attention Must be focused to be engaged
Positive Affect Emotions are motivation, affective hook can induce desire for exploration
Aesthetics Cfr design principle (balance, symmetry, saliency, micro interactions…)
Endurability Remember that it is enjoyable, useful, engaging: wants to repeat it
Sources : Measuring engagement by Mounia Lalmas

5. CHARACTERISTICS OF USER ENGAGEMENT
Omni Channel
USER ENGAGEMENT
5
Novelty Surprise, novelty, curiosity
Richness & Control Growth potential & user ability to reach it
Trust Necessary condition to engagement
Benefits & Motivation Why the user is engaging
Sources : Measuring engagement by Mounia Lalmas

6. The experience economy
Omni Channel
USER EXPERIENCE
When UI or a service has reached
the level where interactions can
create an emotional response,
the brand doesn’t need to be
visible, it is felt.
6

7. The experience economy
1900’s 1950’s 2000’s
Omni Channel
USER EXPERIENCE
The evolution of why a product worth be bought from a customer perspective
7
Product/Factory
Functional benefits
Economical benenifts
Brand/Marketing
Branding/Marketing
Emotional benefits
Identity & Status benefits
Experience/Design
Meaningful benefits
High level needs
Icons by : http://www.emiliemudjeredian.com/
Timeline by NNg (Ux Strategy)

8. Above the line
Sensors
Bellow the line
Online
Wearables & Mobiles
Offline
Experience
> Engagement
Image : http://www.csrandthelaw.com/2011/12/19/business-and-human-rights-a-convergence-of-expectations/

9. DIGITAL IS DEAD
Omni Channel
TODAY
As everything is digital, is no longer relevant to mention it
9
Digital
TV
PRINT DM
Digital
Digital
CRM
Digital
Sources : The End of Digital by Kai Platschke

10. INTERNET IS DEAD
The internet of everything
Omni Channel
TOMORROW
10
Sources : Cisco

11. “Digitisation is a step of change even greater than the
internet.
Exponential technology advances, greater consumer power
& increased competition mean all industries face the threat
of commoditisation.
The winners will act now, and build a strategic advantage
that leaves their counterparts wondering what happened.”
Ernst & Young- The digitisation of everything
(How organisations must adapt to changing consumer behaviour)

12. a digitized user
Omni Channel
DIGITAL MINDSHIFT
12

13. Device Galore
Screen Shifting is the new black

14. Omni Channel
eRetail vs & Retail
14
PLAY/PAUSE… RESUME ELSEWHERE
With the growing numbers of applications, OS proposing seamless device change,
people are starting to expect it everywhere.
Content & digital goods Tasks & Worflows Services Everything

15. Omni Channel
SCREEN SHIFTING
15
PLAY/PAUSE… RESUME ELSEWHERE
With the growing
numbers of applications,
OS proposing seamless
device change, people
are starting to expect it
everywhere.

16. (Almost) Invisble tech

17. Omni Channel
SIGNAL VS NOISE
17
Personalisation & ABSOLUTE RELEVANCY
marketing
1 to 1 communication Google now
pricing

18. Webrooming vs Showrooming
The digital frontier is melting
Omni Channel
CHANNEL SHIFTING
18
More infos : http://www.ko-websites.com/

19. Showrooming
The reasons for showrooming
Omni Channel
CHANNEL SHIFTING
19
Source : econsultancy.com

20. Omni Channel
CHANNEL SHIFTING
20
Mobile payments
Ease the paiement process & make it (almost) invisible

21. Omni Channel
CHANNEL SHIFTING
21
Mobile payments
http://www.businessinsider.com/the-future-of-the-payments-industry-2014-slide-deck-2014-7

22. Omni Channel
CHANNEL SHIFTING
22
Connected retail

23. Omni Channel
CHANNEL SHIFTING
23
connected retail
Analytics, context aware stores

24. Omni Channel
CHANNEL SHIFTING
24
CONVERGENCE
http://www.businessinsider.com

25. Omni Channel
OMNI CHANNEL
25
Omni Channel : an holistic response to the digital shift

26. Omni Channel
OMNI CHANNEL
26

27. Omni Channel
OMNI CHANNEL
27

28. Omni Channel
eRetail vs & Retail
28
« When information is free,
Attention becomes expansive »
- James Gleick

29. QUESTIONS?

30. ‹#›
About Raphael thys
User experience & Digital Strategy
Consultant, Lecturer & Coach
@rthys pinterest.com/rthys about.me/raphaelthys