Experience is the new differentiator

“Experience is the new differentiator”

# About us

# What is experience?

# How do we see experience?

# Omni customer journeys

# How to “get it done”?

# Questions

Agenda

About us

Full service mobile agency

How we see the mobile

experience

A great idea

Great user experience

Omni channel data integration

Contextual relevancy

# 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

MediumHigh

End game

100%

1920x1080px

The siloed

experience

Front door

Front door: e-mail to app

Front door: e-mail to app

Front door: e-mail to app

Front door: e-mail to app

Push into the silo

The siloed experience

Front door:

Front door:

Front door:

What is experience?

Definition: Experience

An event or occurrence which leaves an impression on someone.

Building the technical experience is becoming a commodity.

Anything that is difficult now,

is easy in 2 years

Creating a great omni-channel experience is

the new “difficult”

And the user?

The user keeps going’

And the user?

# Fast

# Seamless

# Intuitive interactions

# Great design

# Intelligence

# Everywhere, any device

# Relevancy

The user expects…

That expectation means this mess

On all channels, at the same time

The result? we forget about

innovation and end users

And they want engaging

experiences

Help! What to do?

Conclusion:

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

Experience is the new differentiator.

Experience is the BRAND.

To give you an idea…

Smooth sailing. Right?

How do we see experience?

Operational

Tactical

Strategic

User Experience

Business goals

Samen- werking

Business goals

over

lap User

Experience

Process

Creative

Intelligence

Technology

Process

Creative

Intelligence

Technology Experience

Website Email App Paid Etc…

Operational

Tactical

Strategic

Website Email App Paid Etc…

Operational

Tactical

Strategic

Omni customer journeys

Persona: A

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

Single channel journeyDownloads

app

Onboarding flow

Searches product

Product detail page

Payment flow

Thank you!

Visit Store

Menu

Get employee

Walk through store

Payment flow

Thank you!

SEA

Menu

Get employee

Product detail page

Web flow

Retarget

Call Callcenter

Menu

Get employee

Product detail page

Payment flow

Thank you!

Visit Website

Onboarding flow

Searches product

Product detail page

Payment flow

Thank you!

OmniDownloads

app

Onboarding flow

Searches product

Product detail page

Payment flow

Thank you!

The Gap:

Defining the GAP’s in your flow is the first step to building a next version of the journey

What is not:

To decide to NOT fill a gap is just as important.

Samen- werking

Business goals

over

lap User

Experience

Design focus

Visuals

Out- come

Structure

Interaction

How to “get it done”?

# Desire to move

# Multidisciplinary team

# User centric DNA

# Broad mandate

# Basic process

# Agile & lean approach

Ingredients

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

- Benjamin Franklin

If enough people move, you have a

movement

Is your organisation a mover? True or false?

PO web

Data Analist

UX Design

PO app

Strategist

+ Flex teamCore team

Scrum

master

Marketing

Consultant

Program manager

Exec

utiv

e sp

onso

r

Capability Consultant

Logica vs.

Gevoel

Who do you need?

# UX Designers

# Architects

# Visual Designer

# Copywriter

# Product Owners

# Developers

# Retail designers

Team wishlist

# Creative

# Creative Strategist

# Data Analist

# Behavioural Scientist

# Mass Psychologist

# Growth Hacker

# Usability Expert

# Market Researcher

# Etc…

How do you get the “user centric”

DNA?

# 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

Basic process

Foundation Validation Scale

Basic process

Foundation Validation Scale

Who uses: Agile? Lean?

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

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

Ideas

CodeData

Build

Measure

Learn

Minimize the total time through the loop

Research

Get your facts

straight

There are no facts inside the building

- Steve Blank

Get outside of the building

- Steve Blank

Questions?