Post on 11-Jul-2015
transcript
CUSTOMERS ENGAGEMENT THE FUTURE CHALLENGES OF A DIGITIZED REALITY
#CafeNBxl #UX#WUD2014Hashtags of the day
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«Capitalism creates an attention crisis»
Liberation.fr
Omni Channel
CHARACTERISTICS OF USER ENGAGEMENT
USER ENGAGEMENT
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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
Omni Channel
CHARACTERISTICS OF USER ENGAGEMENT
USER ENGAGEMENT
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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
Omni Channel
The experience economy
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.
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Omni Channel
USER EXPERIENCE
The evolution of why a product worth be bought from a customer perspective
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Brand/Marketing
1900’s 1950’s 2000’s
Product/Factory
Functional benefits
Economical benenifts
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)
The experience economy
Image : http://www.csrandthelaw.com/2011/12/19/business-and-human-rights-a-convergence-of-expectations/
Above the line
Bellow the line
Online
Offline
Experience
Sensors
Wearables & Mobiles> Engagement
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DIGITAL IS DEAD
TODAY
As everything is digital, is no longer relevant to mention it
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Digital
TV
Digital
PRINT DM
Digital
CRM
Digital
Sources : The End of Digital by Kai Platschke
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INTERNET IS DEAD
TOMORROW
The internet of everything
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Sources : Cisco
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INTERNET OF everything
TOMORROW
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Sources : Cisco
“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)
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a digitized userDIGITAL MINDSHIFT
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Device GaloreContinuous Disattention
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SCREEN SHIFTING
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PLAY/PAUSE… RESUME ELSEWHEREWith the growing numbers of applications, OS proposing seamless device change, people are starting to expect it everywhere.
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eRetail vs & Retail
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PLAY/PAUSE… RESUME ELSEWHEREWith the growing numbers of applications, OS proposing seamless device change, people are starting to expect it everywhere.
Content & digital goods Tasks & Worflows Services Everything
(Almost) Invisble tech
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SIGNAL VS NOISE
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Personalisation & ABSOLUTE RELEVANCY
Google now1 to 1 communicationpricing
marketing
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CHANNEL SHIFTING
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More infos : http://www.ko-websites.com/
Webrooming vs ShowroomingThe digital frontier is melting
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CHANNEL SHIFTING
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Source : econsultancy.com
ShowroomingThe reasons for showrooming
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CHANNEL SHIFTING
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Mobile paymentsEase the paiement process & make it (almost) invisible
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CHANNEL SHIFTING
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Mobile payments
http://www.businessinsider.com/the-future-of-the-payments-industry-2014-slide-deck-2014-7
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CHANNEL SHIFTING
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Connected retail
Omni Channel
CHANNEL SHIFTING
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connected retailAnalytics, context aware stores
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CHANNEL SHIFTING
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CONVERGENCE
http://www.businessinsider.com/the-future-of-the-payments-industry-2014-slide-deck-2014-7
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OMNI CHANNEL
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Omni Channel : an holistic response to the digital shift
Omni Channel
OMNI CHANNEL
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Omni Channel
OMNI CHANNEL
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Omni Channel
eRetail vs & Retail
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« When information is free, Attention becomes expansive » - James Gleick
QUESTIONS?
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About Raphael thysUser experience & Digital Strategy
Consultant, Lecturer & Coach
@rthys pinterest.com/rthys about.me/raphaelthys