Design to influence experiences and behaviors
The Digital Customer
Katarina SegerståhlHead of Service Design, PhD
Tieto | Customer Experience Management
@Segerstahl
Focus on
human
experience and
behavior
Strategic
framework for
influencing by
desing
Opportunities by
digitalization
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Social networks
Virality
Realtime
New division of labour
Customers’ influence in the value chain is transforming businesses
The customer’s digital
presence, identity and
footprint re-define value
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Design influences our experiences and behaviours every day
Design is not only about color and feel.
It’s a tool for executing strategic goals.
#dancingtrafficlighthttps://www.youtube.com/watch?v=SB_0vRnkeOk
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Macro Human behaviorsInfluencing attitudes and behavioural patterns
Meso
Service pathsGuiding customer journeys through touch-pointsMicro
Momentary experiencesService sessions and psychological experience
Influence by design on three levels
©Tieto Corporation
Macro Human behaviorsInfluencing attitudes and behavioural patterns
Meso
Service pathsGuiding customer journeys through touch-pointsMicro
Momentary experiencesService sessions and psychological experience
Influence by design on three levels
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When did you last
lose track of time
when browsing
online?
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Flow
Control
Relaxation
Boredom
Apathy
Worry
Anxiety
Arousal
Challe
nge level
Skill levelCsikszentmihalyi, M. (1997)
The optimal experience?
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Momentary experience
Rhythm Continuity and
duration
Navigation
patterns
Psychology Flow! +20%
Micro
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Macro Human behaviorsInfluencing attitudes and behavioural patterns
Meso
Service pathsGuiding customer journeys through touch-pointsMicro
Momentary experiencesService sessions and psychological experience
Influence by design on three levels
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Consistency
Continuity
Composition
Founding principles in designing multi-channel customer journeys
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• How do channels
relate to each other?
• What is the purpose of
each?
How does each channel
contribute to the activity
and overall experience?
Design for service
composition
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Composition defines the overall value of the journey Meso
Building the brand
experience in each channel
and empowering the
customer
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Macro Human behavioursInfluencing attitudes and behavioural patterns
Meso
Service pathsGuiding customer journeys through touch-pointsMicro
Momentary experiencesService sessions and psychological experience
Influence by design on three levels
©Tieto Corporation
Just by changing
human behaviors…
22% of cardiac diseases could
be prevented world-wide
15% of the world’s energy
consumption could be cut
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Cross-industry concepts for behavioral
transformation
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Cross-industry concepts for behavioural
transformation
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Relevant behavioral trendsMacro
Utilization of public transportation
Mortgage payment behaviors
Social responsibility – regulating
consumption through design
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Opportunities in influencing experiences & behaviors by design are
realized by digitalization!
Real-time interaction and analytics
Customer data and history
Online – mobile – social – physical
Cross-industry business models
Changing perspectives