Customer Experience in a Digital & Complex World
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The document outlines strategies for enhancing customer experience in a digital landscape, emphasizing the importance of user-centered design and the integration of various technologies. It highlights the need for companies to align user expectations with business goals to foster brand loyalty. Additionally, it underscores the significance of continuous research, adaptation, and measuring success in creating meaningful customer engagement.
Customer Experience in a Digital & Complex World
- 1. Customer experience in a digital & complex world Sabine Dufaux, Managing Partner & Digital Strategist, Relax In The Air Montreux - September 7, 2012 11th Connect Alliance Partners Meeting Relax In The Air a RITA Speaking Engagement
- 2. relax in the air © Relax In The Air 2012
- 3. Relax in The Air is a digital consultancy that thinks and designs better customer experiences for a digital world. Strategy & Research UX & Design Benchmarking & User Research Information Architecture (IA) Digital & UX Strategy User Centered Design (UCD) Multi Platforms Content Strategy Wireframing & Prototyping Social Media Integration User Interface Design (UI) Audit Interaction Design (IxD) Training Digital Branding & Visual Design © Relax In The Air 2012
- 4. © Relax In The Air 2012 Hometown
- 5. © Relax In The Air 2012
- 6. consumer is complex © Relax In The Air 2012 ... and in control
- 7. constant connection Source : Customer Life Cycle by Cooper
- 8. Expectations © Relax In The Air 2012
- 9. Expectations “A magazine is an iPad that doesn’t work.”
- 10. user Experience & creativity it used to be...
- 11. Mobile - smartphone ≠ phone access, content, culture ≠ technology many devices, many features ≠ wealthy people less affluent, more diverse Relax In The Air © Relax In The Air 2012
- 12. The world’s free time and talents plus media tools (the internet and mobile phones), free people up to contribute to large scale efforts. (Even if it’s LOLcats.) ____________________ Clay Shirky
- 13. Convergence It’s all screens, all the time
- 14. Customer journey _____________________ User Experience vs Channels © Relax In The Air 2012
- 16. User Centered Design desirability Human Feasibility viability Technology Business Relax In The Air Source : IDEO
- 17. User experience UX is part of the customer journey and overall customer experience of a brand: • easy to use • fits expectations the user has for it • meets business goals Relax In The Air © Relax In The Air 2012
- 18. you start here... Source: Gail Leija, “Will the Real Information Architect Please Stand Up?”; images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
- 19. Commons sense Source: Gail Leija, “Will the Real Information Architect Please Stand Up?”; images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
- 20. Information architecture Source: Gail Leija, “Will the Real Information Architect Please Stand Up?”; images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
- 21. User experience Source: Gail Leija, “Will the Real Information Architect Please Stand Up?”; images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
- 22. We value our work on digital by the happiness we bring to the customer. ____________________ Relax In The Air
- 23. What is a brand? © Relax In The Air 2012
- 24. A brand is not what you say it is. It is what they say it is. ____________________ Marty Neumeier
- 25. How do we add value?
- 26. Context _____________ What is the customer looking to achieve? © Relax In The Air 2012
- 27. customer experience LBS + NFC + RFID + AR > Travel Source: www.futuretravelexperience.com
- 28. customer experience Augmented > entertainment Apps that synC with television programming Relax In The Air
- 29. customer experience Real-Time + NFC > Logistics apps that check real-time availability for parking spaces Relax In The Air www.sfpark.org
- 30. Don’t make me think!
- 33. part of something bigger www.mobility.ch
- 34. Playing is a serious game
- 35. How can marketers connect customers & brands in a digital era?
- 36. engagement Segmentation online Company Brand / Product / Service
- 37. ecosystem OPPORTUNITIES l SHA ia c o EX PERIENCE RE s ITIES OPPO USER clients RTUN RTUN early adopter partners OPPO IT RAND IES B apps likes OM website tools w EXP ERIENCE OP IES comments PO IT RT N UNIT TU Relax In The Air IES OR OPP © Relax In The Air 2012
- 38. We're moving to a world in which every device generates useful data, in which every action creates ‘information shadows’ on the net. ____________________ Tim O’Reilly
- 40. In a digital world, User Experience (Design) is a necessity for brand loyalty and brand advocacy. ____________________ Thomas Marzano
- 41. Some rules
- 42. 1. research © Relax In The Air 2012
- 43. 2. Design © Relax In The Air 2012
- 44. 3. Align
- 45. 4. Measure
- 46. 5. Adapt Think like a startup © Relax In The Air 2012
- 47. outside in Is . . . . . dead? © Relax In The Air 2012
- 48. It’s not what we do, it’s what people do to what we do that matters. ____________________ Gareth Kay
- 49. little bets
- 50. Happy ever after
- 51. Thank you relaxintheair.com @relaxintheair We are on Facebook and Instagram too Mai 2011 Air 2012 © Relax In The
- 52. contact Sabine DUFAUX MC CASAL Managing Partner | Digital Strategist Managing Partner | UX Strategist & Designer sabine@relaxintheair.com mc@relaxintheair.com +41 79 745 30 74 +41 76 539 77 01 Office Relax In The Air Sàrl Rue de Genève 97 CH-1004 Lausanne hello@relaxintheair.com www.relaxintheair.com “We think and design user experiences for a digital world. Just relax. Together we can make it simple. ”