experience is the new differentiator
TRANSCRIPT
Experience is the new differentiator
“Experience is the new differentiator”
# About us
# What is experience?
# How do we see experience?
# Omni customer journeys
# How to “get it done”?
# Questions
Agenda
About us
Full service mobile agency
How we see the mobile
experience
A great idea
Great user experience
Omni channel data integration
Contextual relevancy
# First time apps
# Focus on getting into the learning curve of mobile
aFrogleap mobile maturity model
Low
# “Mobile first”
# Integrated roadmap
# Full time mobile product owner
# Engagement is core metric
# Serious focus on mobile
# Continuous Roadmap
# Engagement metrics are used
# “Seamless”
# Omni channel roadmap
# Full time mobile team
# Omni channel experience
# Mobile is a key driver of succes
MediumHigh
End game
100%
1920x1080px
The siloed
experience
Front door
Front door: e-mail to app
Front door: e-mail to app
Front door: e-mail to app
Front door: e-mail to app
Push into the silo
The siloed experience
Front door:
Front door:
Front door:
What is experience?
Definition: Experience
An event or occurrence which leaves an impression on someone.
Building the technical experience is becoming a commodity.
Anything that is difficult now,
is easy in 2 years
Creating a great omni-channel experience is
the new “difficult”
And the user?
The user keeps going’
And the user?
# Fast
# Seamless
# Intuitive interactions
# Great design
# Intelligence
# Everywhere, any device
# Relevancy
The user expects…
That expectation means this mess
On all channels, at the same time
The result? we forget about
innovation and end users
And they want engaging
experiences
Help! What to do?
Conclusion:
We have shifted from a product and service economy to the experience economy.
Experience is the new differentiator.
Experience is the BRAND.
To give you an idea…
Smooth sailing. Right?
How do we see experience?
Operational
Tactical
Strategic
User Experience
Business goals
Samen- werking
Business goals
over
lap User
Experience
Process
Creative
Intelligence
Technology
Process
Creative
Intelligence
Technology Experience
Website Email App Paid Etc…
Operational
Tactical
Strategic
Website Email App Paid Etc…
Operational
Tactical
Strategic
Omni customer journeys
Persona: A
Finds potential result
Buying decision
Visit website
Searches Product
Yes!
Succes!
Capture
personal info
No
Visits store
Downloads
app
Does new
search
FAQ situation
Error
situation
Callcenter experience
Happy user
Unhappy user
Next visit?
(Unique) customer journey
Single channel journeyDownloads
app
Onboarding flow
Searches product
Product detail page
Payment flow
Thank you!
Visit Store
Menu
Get employee
Walk through store
Payment flow
Thank you!
SEA
Menu
Get employee
Product detail page
Web flow
Retarget
Call Callcenter
Menu
Get employee
Product detail page
Payment flow
Thank you!
Visit Website
Onboarding flow
Searches product
Product detail page
Payment flow
Thank you!
OmniDownloads
app
Onboarding flow
Searches product
Product detail page
Payment flow
Thank you!
The Gap:
Defining the GAP’s in your flow is the first step to building a next version of the journey
What is not:
To decide to NOT fill a gap is just as important.
Samen- werking
Business goals
over
lap User
Experience
Design focus
Visuals
Out- come
Structure
Interaction
How to “get it done”?
# Desire to move
# Multidisciplinary team
# User centric DNA
# Broad mandate
# Basic process
# Agile & lean approach
Ingredients
All mankind is dived into three classes: Those that are immovable, those that are movable and those that move.
- Benjamin Franklin
If enough people move, you have a
movement
Is your organisation a mover? True or false?
PO web
Data Analist
UX Design
PO app
Strategist
+ Flex teamCore team
Scrum
master
Marketing
Consultant
Program manager
Exec
utiv
e sp
onso
r
Capability Consultant
Logica vs.
Gevoel
Who do you need?
# UX Designers
# Architects
# Visual Designer
# Copywriter
# Product Owners
# Developers
# Retail designers
Team wishlist
# Creative
# Creative Strategist
# Data Analist
# Behavioural Scientist
# Mass Psychologist
# Growth Hacker
# Usability Expert
# Market Researcher
# Etc…
How do you get the “user centric”
DNA?
# Multidisciplinary teams
# Add creatives to the mix
# Hang everything on the wall
# Start small & iterate
# Everybody is a user
# Try your product everyday!
DNA tactics
Basic process
Foundation Validation Scale
Basic process
Foundation Validation Scale
Who uses: Agile? Lean?
Agile is an improvement for the proces but it is not necessarily an improvement for the user.
Lean is a disciplined, scientific and capital efficient method for discovering and building experiences that people love.
Ideas
CodeData
Build
Measure
Learn
Minimize the total time through the loop
Research
Get your facts
straight
There are no facts inside the building
- Steve Blank
Get outside of the building
- Steve Blank
Questions?