\'Mobile\' Experience and Customer Journey

“Mobile” Experience. The Customer journey design.

Digital Experience Festival

Milano, 10 Marzo 2011 Barbara Corti, Creative Director LBi Group

1 INSIGHT

“mobile” is much more than Mobile Phone

People don’t think in isolated experiences. They derive value and meaning from the total experience

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

Web Future Everything is shared

and connected

Web 2.0 Sharing

Applications, Social network

Web 1.0 Sharing Data

2 INSIGHT

Design Services and Users Experiences are mainly processes

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

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

http://semanticstudios.com/publications/semantics/000633.php

3 INSIGHT

This is the era of Internet of things

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

https://www.mckinseyquarterly.com/The_Internet_of_Things_2538

https://www.mckinseyquarterly.com/The_Internet_of_Things_2538

Botanicalls

visiblenergy

Nike+Social Energy Meter  nabaztag

Withings ICAT

zeo

Botanicalls

visiblenergy

Nike+nabaztag

Withings ICAT

zeo

Connected objects> Social objects

Social Energy Meter  

4 INSIGHT

In Ubiquitous communication: the Brand “follow you”

Content is getting indipendent from the media

Media are getting undifferentiated for the user experience

Context and user intentions makes the difference

So… contents is in the air!

One Brand Many Locations Many Channels Many Touchpoints One conversation

WHY IS CUSTOMER JOURNEY RILEVANTE?

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

EXAMPLES

Co2Go

Charmr: A Design Concept for Diabetes Management Devices

The Copenhagen Wheel