Experience Design: Il racconto di un Designer LEGO

AICEX SUMMARY: Every product, whether it may seem like it or not, is a service of some kind, and needs to be considered holistically within the user’s journey

At 5am on a cold, misty morning, my plane tumbled to a stop in a strange land where I didn’t speak a word of the language. I was about to embark on one of the best (and most bizarre) adventures I’d had so far — working as a designer at LEGO HQ in Denmark.

I was fresh-faced, just a few weeks after finishing university, and about to be thrown into the deep end of my first real design job.

Over the course of my time there, I would work on a secret project, a real life ‘LEGO House’ — a 12,000 square metre new spiritual home for the cult brand, standing 23 metres tall. The ‘House’ was to be filled with slightly surreal digital and physical experiences showing the values and future vision for LEGO.

 
The LEGO House in progress, construction expected to be completed in the latter half of 2017. Continue reading “Experience Design: Il racconto di un Designer LEGO”

Customer Experience Touchpoints: 5 suggerimenti per gestire il cambiamento

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AICEX: se mappi una Customer Journey poi dovresti anche cambiarla : )

Modern businesses change often and rapidly.  What you focused on 12 months ago will often evolve into a new perspective a year later.  It’s really important for customer experience practitioners to acknowledge and embrace change and ensure that the customer journey for which they are responsible evolves in line with product and business requirements.  Failing to do so creates a disjointed and clunky experience, reducing customer engagement and ultimately reducing recommendation and satisfaction.  One of the best ways to keep it simple and manageable is to track your customer touchpoint. Many respected authors and publishers give great steer on how you should carry out this work initially.

Customer experience touchpoint invariably represent your “moments of truth” within your customer journey – that is to say the moments of truth and the moments of pain when you have the most ability to delight or frustrate your customers.  As change happens, being in the loop to re-map your customer experience touchpoint, consider impact and make changes to processes and systems reduces negative impact.  If you’re in an organisation that is silo’d you may not have the good fortune to make the changes in advance.  You need to quickly respond and make the changes to avoid a poor customer experience.  Here’s five tips on the best approach to take.

Continue reading “Customer Experience Touchpoints: 5 suggerimenti per gestire il cambiamento”

Essere vincenti nei ‘Mobile Moments’ dei tuoi Clienti

NOTA AICEX: Oramai le tecnologie Mobili sono talmente diffuse che incerti ambiti si potrebbero fare customer journey esclusivamente basate sui “Mobile  touch points”. Colossi come Starbucks hanno Dieci Milioni di Clienti che utilizzano le loro Mobile App. 

Globally, consumers will own more than six billion mobile phones by the end of 2014, and about two billion of them will be smartphones. With this penetration comes the mobile mind shift – the expectation to be able to access any information or service on the mobile device, in the moment of need.

What’s more, consumers reach for their mobile phones 100 to 200 times a day. In these mobile moments, they expect companies to understand their context and offer relevancy as well as both curated and streamlined experiences on mobile devices. They want to see if their children are home from school, buy coffee, access coupons, check in for a flight, check stock prices, use Skype to call Singapore, and play Candy Crush. Enterprises must learn how to, and then serve, customers in these mobile moments. Otherwise, they will lose – an entrepreneur like Uber’s Travis Kalanick will disrupt their business just like he did with taxis.

Mobile moments extend all of the way through the customer’s journey.

But while mobile has definitively become the most important digital platform for most companies to engage with their customers, too few enterprises have embraced this opportunity. Too many view the mobile phone as simply a smaller screen or another channel.

Only a few businesses, like Starbucks, have been able to curate and own mobile moments with their customers. More than 10 million customers engage with the coffee chain each week through its mobile payment app. Starbucks owns what we call Loyalty Mobile Moments. For them and others like Citibank, USAA, and United Airlines, they must strive to excel in those moments of truth. Continue reading “Essere vincenti nei ‘Mobile Moments’ dei tuoi Clienti”