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UXINDIA 2015- Meaningful Customer Experience(Dhaval Shah) by uxindia

D7424ff0e1dc983d898de62c7496c321?s=47 uxindia
October 29, 2015

UXINDIA 2015- Meaningful Customer Experience(Dhaval Shah) by uxindia

People dont just buy products or services, but they seek meaningful experiences. It is indisputable that we are in an experience economy. An experience need not be only functional (ease of use of a product or service), or emotional (delightful). But it should evoke a meaning in customer's life. A business that is designed to connect with its customers at the most stable core meanings level is more likely to succeed in creating a loyal customer base. This talk will explain what is a core meaning, why they are so important to connect with customers, and why a business should be in the business of evoking meaningful experiences in their customers' lives.

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uxindia

October 29, 2015
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  1. None
  2. MEANINGFUL EXPERIENCES Dhaval Shah Abir, A Business Design Consultancy dhaval@abirdesign.com

  3. Abir

  4. Abir

  5. Abir

  6. An experience is a sensation of change Abir

  7. Experience Abir Source: Making Meaning by Diller, Shedroff and Rhea

    Product Service Brand Channel Promotion Customer Support Retail Media
  8. Intensity Duration WAVELINE Abir Source: Nathan Shedroff and Steve Diller

  9. States of Mind Intensity Pre Engagement Abir Entry Engagement Exit

    Continuation
  10. Frustration Anticipation Curiosity Wonder Beauty Satisfaction Excitement Disbelief Exhaustion Loyalty

    Pre Engagement Entry Engagement Exit Continuation Intensity Abir
  11. Curiosity Anticipation Frustration Beauty Satisfaction Disbelief Exhaustion Loyalty Entry Engagement

    Exit Aggregate Memory Retained Memory Memory Biases Wonder Excitement
  12. How can we make an experience memorable? Abir

  13. Total Value Meanings Identity Emotional Financial Functional Abir

  14. Total Value Meanings Identity Emotional Financial Functional Does this do

    what I need? Abir
  15. Total Value Meanings Identity Emotional Financial Functional .. at a

    price point that’s worth iA t? bir
  16. Total Value Meanings Identity Emotional Financial Functional How does it

    make me feel?Abir
  17. Total Value Meanings Identity Emotional Financial Functional Is this me?

    Abir
  18. Total Value Meanings Identity Emotional Financial Functional Does this fit

    into my world? Abir
  19. Total Value Meaningful Identity Emotional Financial Functional BUSINESS Abir DESIGN

  20. What is a meaning? Abir

  21. Meaning is our mind’s construction of reality - ­‐ Interpreta(on

    of Cultures, Clifford Geertz Abir
  22. 15 Core Meanings • Accomplishment • Beauty • Creation •

    Community • Duty • Enlightenment • Freedom • Harmony • Justice • Oneness • Redemption • Security • Truth • Validation • Wonder Source: Making Meaning by Diller, Shedroff and Rhea Abir
  23. BEAUTY Abir

  24. HARMONY Abir

  25. WONDER Abir HAPPINESS

  26. ACCOMPLISHMENT Abir

  27. ONENESS Abir

  28. VALIDATION Abir

  29. BEAUTY Abir

  30. ACCOMPLISHMENT Abir

  31. HARMONY Abir

  32. COMMUNITY Abir

  33. MEANING IS STRATEGIC Abir

  34. Competition Meaning Priorities Customers Meaning Priorities Corporate Meaning Priorities Strategic

    Focus Abir
  35. Competition Meaning Priorities Customers Meaning Priorities Corporate Meaning Priorities Strategic

    Focus Freedom Peace of Mind Abir Enlightenment Simplicity Wonder Enlightenment Simplicity Accomplishment Peace of Mind Freedom Simplicity
  36. MEANINGFUL SEGMENTATION Abir

  37. REDEMPTION Abir FREEDOM, SECURITY DUTY PARENTS

  38. HOW TO UNCOVER MEANINGS? Abir

  39. W H I C H two images best express your

    experience? Abir MEANING CARDS
  40. EXPERIENCE DESIGN Abir

  41. Experiences are created by individuals Abir

  42. But businesses can design and deliver them Abir

  43. Abir

  44. Intensity Overture Entry Engagement Closure Climax MANAGED EXPERIENCE Abir

  45. CUSTOMER EXPERIENCE WAVELINE Intensity Pre Engagement Entry Engagement Exit Continuation

    Stimuli Abir
  46. Intensity Pre Engagement Entry Engagement Exit Continuation Delivery of Stimuli

    Product Service Product Abir Service
  47. Intensity Pre Engagement Entry Engagement Exit Continuation Stimuli through Product/Service

    Meanings Meanings Feelings Abir Emotions
  48. ......_........ - -- - - - ,_ar. . ! "

    - .-:- .,_....,... -":: - ... • w. a i ...,...io , , - c , . . . . · .........- .­ c -- ••• ­ 11""9. . .. ., , .. . . . © SCANSION 2014 Ideal Customer Experience 1Segment A > I - V ) z O - - - - - - - - - - - w 1- z 2 Segment B 0 3 Segment C Y 0 0 T I M E ·········· · · >- PC Customer Experience Waveline Experiences + Touchpoints EXPLORATION A 0 0 PURCHASE SETUP ..,-............. . ". '" ". . " "i o . , . , -, . , . . ". . , ................. -- .. , , , .. .. ._ ._ ... _ , . . _ _ , . , . . , , . _ . . . . _ . . . :.-."" .......-.. D · . . _ D O(M , ......,..,.u n _ .. ­ .. =- = •• 7!'0 ' ' . __ . _ . ,. . . _. , . .. .. . .. .. .., _ _ . _ , . . , _, . . ._.., J ; = - : . = . . . , , . . . . ......... _ _ M l t < . •- - ­ ll>M•-ll't..c1Miy f rustra t;0 , , _ ....... _ .,...,_ _s , , , ., . .- .,.. i . . . . _ .-................,- ........ ....... . -... .- ... - · ---· · - ..-,_ .." " . - Opportunities The customer ,slookingtor an unbiased op,n,on about where to tum to find information Te<:hCo has anopportumty to pro111de recommendahonsand resources that might be valuable The customer ISlook,ng tor a trusted a g t to them throughthe purchase process. TechCo. canwork with channel p.1rtners to ucated sales staff and deliver consistent collateral and intormatiOn at the Pomt of le sothett 1struth for the customer. 4 The customer has ddf1Cult,e-s na\11gatm,: complex user ,mer· face OEM mforma.tion embed· d«I on the computer often looks hkemarketing materials. TechCo. can help simpbfy. The customer rs klokin.c for an unbiased op1n,on about where to tum to tmd intormat101'\. lechCo. has an opportunity 1 0 pr0\11de recommend1,t1ons and resources W t might be valuable.
  49. excitement community frustration anxiety adventuresome frustration anticipation satisfaction beauty be

    freedom Shopping Use ment PRODUCT gear/clothing/other SHOPPING SERVICE online brick and mortar sharing rental ION SERVICE TRANSIT SERVICES/VEHICLES DESIGNED SPACES urban natural Abir
  50. Inspiration Abir

  51. Dhaval Shah Abir, A Business Design Consultancy dhaval@abirdesign.com Abir Thank

    You!