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next wave customer experience design

The ubiquity of smartphones has driven many companies to adopt a Mobile First strategy. However, at its core, Mobile First is just a UX strategy, not a holistic approach to customer experience. Only focusing on mobile solves for a relatively limited scope of a customer’s needs. Context First seeks to understand the complete environment surrounding the customer: who is using it, where they are using it, and what their relationship is to the brand. By applying this broader, device agnostic lens, experience designers can deliver a customer experience that is highly personalized and more responsive to each phase in a customer’s decision journey.

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next wave customer experience design

  1. 1. CAPGEMINI CONSULTING | 1 Context First: The Next Wave of Customer Experience Design Summary
  2. 2. CAPGEMINI CONSULTING | 2 Moving on from Mobile First Mobile is not a single channel Mobile is a powerful identifier of customer context There are other ways to serve customers outside a mobile device Why is Mobile First no longer enough? Mobile First is a user interface design approach that begins with designing experiences for mobile (i.e. smartphones, tablets) and then deriving the native website experience by creating larger, enhanced versions of the mobile experience With customers increasingly likely to engage with an organization through a mobile device, this became the preference for businesses. However, it was a strategy for leading companies once upon a time A smartphone is in fact multiple channels with multiple interfaces to multiple touchpoints The wealth of data collected on a mobile device should be used to anticipate a customer’s needs and respond appropriately, based on context But if we broaden our view to consider the customer’s context, there is be a better way to respond to that customer
  3. 3. CAPGEMINI CONSULTING | 3 “Context First is an exercise in asking the right questions and understanding the true purpose of a product or service” - JP Stallard, SOLV, a digital experience innovation firm Context First is an experience design strategy that focuses on understanding why customers are engaging with companies to begin with Context First seeks to understand the complete environment surrounding the customer and leverages mobile devices as tools of determining Context Context First focuses attention on delivering a customer experience which is both highly personalized and responsive to each phase in the customer’s decision journey Context First: The New Wave of Customer Experience Design How do we enable it? Why is it important?What is it?
  4. 4. CAPGEMINI CONSULTING | 4 Context First Customer Drivers + + Customer Persona Customer’s needs, wants and desires that drive quantifiable past behavior, observable preferences, and brand loyalty Customer Objective What led customers to engage, her past and current activity across all channels Customer Environment The ‘where’ and ‘when’ of a situation derived from the local time, proximity to other relevant locations, and even the weather
  5. 5. CAPGEMINI CONSULTING | 5 Context First Leaders Rebecca Minkoff Magic Mirror Disney Magic Band Rebecca Minkoff understands a shopper preparing for a date (Driver 1: Customer Persona) wants to know how a dress will look in restaurant mood lighting (Driver 2: Customer Objective) rather than within a brightly lit dressing room (Driver 3: Customer Environment) Disney’s Magic Band is able to incorporate known visitor profiles (Driver 1: Customer Persona) and real time park flow and capacity (Driver 3: Customer Environment) to plan and adjust itineraries to reduce wait time (Driver 2: Customer Objective) and optimize the overall experience for the visitor