PowerPoint Presentation
Digital transformation withoutcustomer-centric transformationmakes no sense
Johan Verhaegen - UX Strategist
Virtual RealityVR places the user in another location entirely.
Wired Magazine, May 2016
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Augmented RealityIn augmented reality, the visible natural world is overlaid with a layer of digital content.
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https://youtu.be/4EvNxWhskf8
cf. SnapChat wearable5
Mixed RealityIn mixed reality, virtual objects are integrated into and responsive to the natural world.
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Voice driven interfacesSiriOK GoogleAmazon Echo => (not portable) Most used in the kitchenPlay a songControl smart lightsSet a time
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Yuval Harari: Books are beginning to read people in a more careful way than people read books. Your Kindle is analysing all the time how you read. When it is connected to face-recognition algorithms it will be able to know the exact emotional impact of every sentence. Imagine what kind of stories you could create if you knew those things.
https://www.theguardian.com/lifeandstyle/2016/aug/27/yuval-noah-harari-we-are-quickly-acquiring-powers-that-were-always-thought-to-be-divine
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Photo by Courtesy of Warner Bros. Picture - 2013 - Untitled Rick Howard Company LLC
Her 2013
A lonely writer (Theodore Twombly) develops an unlikely relationship with his newly-purchased operating system that's designed to meet his every need.
Installs a new OS, with Samantha as a voice.
No more tapping, pointing or clicking, every interactions happens via conversational user interface.11
Youll need more than your traditional design tools12
UX FRAMEWORK 2016 Human Interface Group
CUSTOMER JOURNEY
CUSTOMER INSIGHTDESIGN VISION
VALUEPROPOSITION
2016 Human Interface Group
CUSTOMER JOURNEY
Customer journey visualizes how a customer interacts with your organization or your product, over the entire lifecycle
http://bit.ly/1NLh2bZ
Not so greatGreat!Great!
Research to understand the problem
Design a solution
for the perfect customer journey
2016 Human Interface Group
EXPERIENCE MAP
SERVICE BLUEPRINT
CUSTOMER JOURNEY
2016 Human Interface GroupEXPERIENCE MAP
Experience map
Nobel Prize-winning psychologist Daniel Kahneman, saw confirmation of a psychological heuristic called the peak-end rule: peoples memories of an experience are based on a rough average of the most intense moment (the peak) and the final moment (the end).
https://www.smashingmagazine.com/2016/08/user-memory-design-how-to-design-for-experiences-that-last/?ref=mybridge.co
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Experience map
2016 Human Interface GroupSERVICE BLUEPRINT
Service blueprint
CUSTOMER JOURNEY
CUSTOMER INSIGHTDESIGN VISION
UX FRAMEWORK 2016 Human Interface GroupVALUEPROPOSITION
Design experiences instead of screensUse a UX framework to create new experiencesPut the customer at the center of everydigital transformation projectTAKEAWAYS
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Customer journey toevoegen
