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Katja Forbes — 2016
DESIGN THINKING OMNI CHANNEL THE FUTURE OF CUSTOMER EXPERIENCE
& @HELLOSYFTE #digitalks
Image from: synthe0czero.net/
@LUCKYKAT
EXPERIENCE DESIGN
So I’m an experience designer…
#digitalks @HELLOSYFTE
IT’S ALL ABOUT THE INTERACTION
“Uber, the world’s largest taxi company, owns no vehicles
Facebook, the world’s most popular media owner,
creates no content.
Alibaba, the most valuable retailer, has no inventory.
And Airbnb, the world’s largest accommoda0on
provider, owns no real estate.
Something interes8ng is happening.”
Tom Goodwin, SVP Havas Media
#digitalks @HELLOSYFTE
@HELLOSYFTE
CUSTOMER EXPERIENCE
TOUCHPOINT EXPLORE
1
TOUCHPOINT CHECK-IN
3
TOUCHPOINT BOOK A ROOM
2 TOUCHPOINT ENTER ROOM WITH A MOBILE KEY
4
TOUCHPOINT CHECK-OUT
5 CHANNELS HOTEL RECEPTION
WEBSITE
MOBILE APP
#digitalks
SERVICE DESIGN
TOUCHPOINT ENTER ROOM WITH A MOBILE KEY
4 BOOK A
HOTEL ROOM
CUSTOMER ACTIONS
EMPLOYEE ACTIONS / FRONT STAGE
SUPPORT PROCESSES / BACK STAGE
CHECK IN ENTER ROOM PURCHASE
ON DEMAND MOVIE
CHECK OUT
ARRIVE AT DESTINATION
PROMOTE HOTEL
CLEAN AND SET UP ROOM
WELCOME CUSTOMER
ASK FOR BOOKING & CREDIT CARD DETAILS
ASK WHETHER CUSTOMER ENJOYED STAY
SEND OR PRINT INVOICE
LINE OF INTERACTION
LINE OF VISIBILITY
MARKETING PLANS
BOOKING SYSTEMS
TRANSPORTATION ALLIANCES
STAFF ALLOCATION
RESERVATION SYSTEMS
SECURITY/ACCESS SYSTEMS & PROTOCOLS
ON DEMAND TV SYSTEM
CUSTOMER FEEDBACK & BILLING SYSTEMS
#digitalks @HELLOSYFTE
FOR EXAMPLE…
MIGRATE CUSTOMERS TO MORE SUITABLE, COST EFFECTIVE CHANNELS.
#digitalks Image credit: ghanaculturepoli0cs.com @HELLOSYFTE
IT’S ACTUALLY A MIX…
SHIFT YOUR THINKING
#digitalks hKps://www.flickr.com/photos/hutchike/2182668 @HELLOSYFTE
DISNEY GETS OMNI CHANNEL
RIGHT DOWN TO THE SMALLEST DETAILS
#digitalks Image credit: Disney @HELLOSYFTE
PEPSI “You have two-three years to adapt
to a new design thinking culture.
If you don't change,
I will be happy to aDend your re8rement par8es.”
Indra Nooyi
CEO of Pepsico
#digitalks @HELLOSYFTE
“DESIGN IS EVERYONE’S JOB. NOT EVERYONE IS A DESIGNER, BUT EVERYBODY HAS TO HAVE THE USER AS THEIR NORTH STAR.”
#digitalks hKps://www.flickr.com/photos/mikemoselle/20178612084
Phil Gilbert, General Manager of Design
IBM soWware
@HELLOSYFTE
IBM DESIGN THINKING
PRINCIPLES, LOOP, KEYS
#digitalks hKp://www.ibm.com/design/thinking/ @HELLOSYFTE
IBM DESIGN THINKING
PRINCIPLES
#digitalks hKp://www.ibm.com/design/thinking/
A focus on user outcomes Drive business by helping users achieve their goals.
Restless reinven1on Stay essen0al by trea0ng everything as a prototype.
Diverse empowered teams Move faster by empowering
diverse teams to act.
@HELLOSYFTE
IBM DESIGN THINKING
LOOP
#digitalks hKp://www.ibm.com/design/thinking/
Observe Immerse yourself in the real world.
Reflect Come together and
look within.
Make Give concrete
form to abstract ideas.
@HELLOSYFTE
IBM DESIGN THINKING
KEYS
#digitalks hKp://www.ibm.com/design/thinking/
Hills Align teams on meaningful user outcomes to achieve.
Playbacks Stay aligned by regularly
exchanging feedback.
Sponsor Users Invite users into the work to stay true to real world needs.
@HELLOSYFTE
Image from: synthe0czero.net/
PERFECTIONISM IS JUST A FORM OF PROCRASTINATION
@HELLOSYFTE #digitalks
RESOURCES
d.School Virtual Crash Course - http://dschool.stanford.edu/dgift/!!IBM Design Thinking - http://www.ibm.com/design/thinking/!!Design Thinking Workshops – http://www.syfte.com.au!!Online Courses - http://www.ideou.com/products/from-ideas-to-action!!https://www.interaction-design.org/courses/design-thinking-the-beginner-s-guide (certificate)!!http://www.designorate.com/where-can-one-learn-design-thinking-online/ !(list of courses)!! ! @HELLOSYFTE #digitalks