Customers First: Designing for differentiation, conversion and loyalty

Customers firstDesigning for di!erentiation, conversion and loyalty

Janna DeVylder - @jdevylderTravelTech Sydney 2013

people

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They are on a journey. We are not always the destination.

external

interactions How and where the organisation and the customer meet

experiences What the customer takes away from the interaction(s)

touchpointsKey moments in the interactionbetween organisation and customer

internal

systemsTechnology and infrastructure that a company relies upon to operate

channelsMedium with which the organisation communicates with their customers

processWays of working. The policies thatguide how the business is run

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The journey is also wild and varied!

Make a map

The details are not the details.They make the product.

[and they make or break the experience]

Charles Eames

CONVERSION

Oh, funnels...

http://eresponsible.files.wordpress.com/2012/06/conversion-funnel2.jpg http://d1avok0lzls2w.cloudfront.net/img_uploads/conversion-funnel-social.gif

How about bridges?

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Understand my barriers

Help me rethink my approach

Help me rethink my approach

Makers, not just consumers

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Give me just enough to evaluate, but not too much

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Give me just enough to evaluate, but not too much

Don’t just take our word for it

picture of peer review

Help me get a sense of the intangible

Don’t hide the fine print

Don’t overwhelm

LOYALTY

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Loyalty can be deceiving

DIFFERENTIATION

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Support travel literacy

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Design for behaviour

Makers, not just consumers

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Design with, not only for

thanks!Janna DeVylder janna@meldstudios.com.au@jdevylder

TravelTech Sydney 2013