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.

Transcript

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
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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!