\'Mobile\' Experience and Customer Journey
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Transcript of \'Mobile\' Experience and Customer Journey
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“Mobile” Experience. The Customer journey design.
Digital Experience Festival
Milano, 10 Marzo 2011 Barbara Corti, Creative Director LBi Group
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1 INSIGHT
“mobile” is much more than Mobile Phone
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People don’t think in isolated experiences. They derive value and meaning from the total experience
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Today 1.5 billion PC and 1 billion mobile phones connected to the Internet present to the world
In 5-10 years there will be over 100 billion devices connected to the Internet
In 2012, it is estimated that the physical sensors will generate 20% of Internet traffic
TOD
AY
TOM
ORR
OW
COM
ING
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Web Future Everything is shared
and connected
Web 2.0 Sharing
Applications, Social network
Web 1.0 Sharing Data
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2 INSIGHT
Design Services and Users Experiences are mainly processes
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Frontstage
Backstage
User Experiences The tangible elements of a service, including everything that customers see, hear, touch, taste, and smell.
Separates the "front stage" (visible to the customer) and "back stage" (tools, processes, infrastructure).
Design Services The experiences people engage and interact with a service (or set of services) over time.
Line of visibility
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In a recent, seminal article by Peter Morville on “Ubiquitious Service Design”, facing the emerging mobile Internet, augmented reality & Internet of things world he states:
“It's an era in which information blurs the boundaries, enabling multi-channel, cross-platform, trans-media, physicodigital user experiences. To succeed, we'll need teams that are multi-disciplinary and individuals who can help us think visually.”
http://semanticstudios.com/publications/semantics/000633.php
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http://semanticstudios.com/publications/semantics/000633.php
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3 INSIGHT
This is the era of Internet of things
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McKinsey defines Internet of Things as "sensors and actuators embedded in physical objects [...] linked through wired and wireless networks, often using the same Internet Protocol (IP) that connects the Internet.”
http://www.readwriteweb.com/archives/mckinsey_internet_of_things.php
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https://www.mckinseyquarterly.com/The_Internet_of_Things_2538
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https://www.mckinseyquarterly.com/The_Internet_of_Things_2538
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Botanicalls
visiblenergy
Nike+Social Energy Meter nabaztag
Withings ICAT
zeo
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Botanicalls
visiblenergy
Nike+nabaztag
Withings ICAT
zeo
Connected objects> Social objects
Social Energy Meter
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4 INSIGHT
In Ubiquitous communication: the Brand “follow you”
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Content is getting indipendent from the media
Media are getting undifferentiated for the user experience
Context and user intentions makes the difference
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So… contents is in the air!
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One Brand Many Locations Many Channels Many Touchpoints One conversation
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WHY IS CUSTOMER JOURNEY RILEVANTE?
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Customer journey is the process of creating a graphical representation of the steps and stages a customer goes
through to experience a product or service
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EXAMPLES
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Co2Go
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Charmr: A Design Concept for Diabetes Management Devices
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The Copenhagen Wheel