byte breakfast: attention, friction and the customer travel journey
TRANSCRIPT
@john383 Byte Breakfast April 2016
Attention, friction and the travel customer journey.
Dreaming
The Travel Journey
Planning Booking Experiencing Sharing
The problem= High friction, Low attention
Dreaming Planning Booking Experiencing Sharing
1) Breadth 2) 3rd Place
The Travel Journey
Dreaming Planning Booking Experiencing Sharing
Brands making broader plays
The Travel Journey
Why breadth matters
1) Acquisition is hard 2) Lock-ins drive loyalty
3) Good UX differentiates
1) Acquisition is hard 2) Lock-ins drive loyalty
3) Good UX differentiates
Why breadth matters
Dreaming Planning Booking Experiencing Sharing
The Travel Journey
1) Breadth 2) 3rd Place
Dreaming Planning Booking Experiencing Sharing
The Travel Journey
Web • Apps
The Travel Journey
3rd Place?
Chat bots Speech Interfaces
Bot or not?
Chat isn’t the right interface for everything
1.
Bots aren’t smart without smart A.I
2.
Bots might not be endpoints,but better shortcuts
3.
Bots will work if identity and payments are baked in
4.
Bots still don’t solve the discovery problem
5.
Dreaming Planning Booking Experiencing Sharing
Near term or long term, good UX persists as the biggest advantage for
brands and businesses.
The problem: High friction, low attention
And finally
here’s 3 things you can do next…
For your eyes…
For your ears…
