CUSTOMERS ENGAGEMENT THE FUTURE CHALLENGES OF A DIGITIZED REALITY

#CafeNBxl #UX#WUD2014Hashtags of the day

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«Capitalism creates an attention crisis»

Liberation.fr

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CHARACTERISTICS OF USER ENGAGEMENT

USER ENGAGEMENT

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Focused Attention Must be focused to be engaged

Positive Affect Emotions are motivation, affective hook can induce desire for exploration

Aesthetics Cfr design principle (balance, symmetry, saliency, micro interactions…)

Endurability Remember that it is enjoyable, useful, engaging: wants to repeat it

Sources : Measuring engagement by Mounia Lalmas

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CHARACTERISTICS OF USER ENGAGEMENT

USER ENGAGEMENT

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Novelty Surprise, novelty, curiosity

Richness & Control Growth potential & user ability to reach it

Trust Necessary condition to engagement

Benefits & Motivation Why the user is engaging

Sources : Measuring engagement by Mounia Lalmas

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The experience economy

USER EXPERIENCE

When UI or a service has reached the level where interactions can create an emotional response, the brand doesn’t need to be visible, it is felt.

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USER EXPERIENCE

The evolution of why a product worth be bought from a customer perspective

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Brand/Marketing

1900’s 1950’s 2000’s

Product/Factory

Functional benefits

Economical benenifts

Branding/Marketing

Emotional benefits

Identity & Status benefits

Experience/Design

Meaningful benefits

High level needs

Icons by : http://www.emiliemudjeredian.com/ Timeline by NNg (Ux Strategy)

The experience economy

Image : http://www.csrandthelaw.com/2011/12/19/business-and-human-rights-a-convergence-of-expectations/

Above the line

Bellow the line

Online

Offline

Experience

Sensors

Wearables & Mobiles> Engagement

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DIGITAL IS DEAD

TODAY

As everything is digital, is no longer relevant to mention it

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Digital

TV

Digital

PRINT DM

Digital

CRM

Digital

Sources : The End of Digital by Kai Platschke

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INTERNET IS DEAD

TOMORROW

The internet of everything

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Sources : Cisco

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INTERNET OF everything

TOMORROW

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Sources : Cisco

“Digitisation is a step of change even greater than the internet. Exponential technology advances, greater consumer power & increased competition mean all industries face the threat of commoditisation.

The winners will act now, and build a strategic advantage that leaves their counterparts wondering what happened.”

Ernst & Young- The digitisation of everything (How organisations must adapt to changing consumer behaviour)

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a digitized userDIGITAL MINDSHIFT

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Device GaloreContinuous Disattention

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SCREEN SHIFTING

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PLAY/PAUSE… RESUME ELSEWHEREWith the growing numbers of applications, OS proposing seamless device change, people are starting to expect it everywhere.

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eRetail vs & Retail

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PLAY/PAUSE… RESUME ELSEWHEREWith the growing numbers of applications, OS proposing seamless device change, people are starting to expect it everywhere.

Content & digital goods Tasks & Worflows Services Everything

(Almost) Invisble tech

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SIGNAL VS NOISE

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Personalisation & ABSOLUTE RELEVANCY

Google now1 to 1 communicationpricing

marketing

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CHANNEL SHIFTING

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More infos : http://www.ko-websites.com/

Webrooming vs ShowroomingThe digital frontier is melting

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CHANNEL SHIFTING

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Source : econsultancy.com

ShowroomingThe reasons for showrooming

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CHANNEL SHIFTING

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Mobile paymentsEase the paiement process & make it (almost) invisible

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CHANNEL SHIFTING

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Mobile payments

http://www.businessinsider.com/the-future-of-the-payments-industry-2014-slide-deck-2014-7

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CHANNEL SHIFTING

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Connected retail

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CHANNEL SHIFTING

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connected retailAnalytics, context aware stores

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CHANNEL SHIFTING

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CONVERGENCE

http://www.businessinsider.com/the-future-of-the-payments-industry-2014-slide-deck-2014-7

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OMNI CHANNEL

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Omni Channel : an holistic response to the digital shift

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OMNI CHANNEL

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OMNI CHANNEL

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eRetail vs & Retail

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« When information is free, Attention becomes expansive » - James Gleick

QUESTIONS?

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About Raphael thysUser experience & Digital Strategy

Consultant, Lecturer & Coach

@rthys pinterest.com/rthys about.me/raphaelthys