Sabine Dufaux our very own digital strategist and co-founder did a talk at the 11th Connect Alliance Partners meeting in September. She talked about the complexity for a brand today to connect with their customers in a digital world.

1. Customer experience
in a digital &
complex world
Sabine Dufaux, Managing Partner & Digital Strategist, Relax In The Air
Montreux - September 7, 2012
11th Connect Alliance Partners Meeting
Relax In The Air
a RITA Speaking Engagement

2. relax in the air
© Relax In The Air 2012

3. Relax in The Air is a digital consultancy
that thinks and designs better customer
experiences for a digital world.
Strategy & Research UX & Design
Benchmarking & User Research Information Architecture (IA)
Digital & UX Strategy User Centered Design (UCD)
Multi Platforms Content Strategy Wireframing & Prototyping
Social Media Integration User Interface Design (UI)
Audit Interaction Design (IxD)
Training Digital Branding & Visual Design
© Relax In The Air 2012

4. © Relax In The Air 2012
Hometown

5. © Relax In The Air 2012

6. consumer is complex
© Relax In The Air 2012
... and in control

7. constant connection
Source : Customer Life Cycle by Cooper

8. Expectations
© Relax In The Air 2012

9. Expectations
“A magazine is an iPad
that doesn’t work.”

10. user Experience & creativity
it used to be...

11. Mobile - smartphone
≠ phone
access, content, culture
≠ technology
many devices, many features
≠ wealthy people
less affluent, more diverse
Relax In The Air
© Relax In The Air 2012

12. The world’s free time and
talents plus media tools (the
internet and mobile phones),
free people up to contribute
to large scale efforts.
(Even if it’s LOLcats.)
____________________
Clay Shirky

13. Convergence
It’s all screens, all the time

14. Customer journey
_____________________
User Experience
vs
Channels
© Relax In The Air 2012

15. customer journey
www.flipboard.com

16. User Centered Design
desirability
Human
Feasibility viability
Technology Business
Relax In The Air
Source : IDEO

17. User experience
UX is part of the customer journey and
overall customer experience of a brand:
• easy to use
• fits expectations the user has for it
• meets business goals
Relax In The Air
© Relax In The Air 2012

18. you start here...
Source: Gail Leija, “Will the Real Information Architect Please Stand Up?”; images adapted
from The Order of Things: How Everything in the World is Organized into Hierarchies,
Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000

19. Commons sense
Source: Gail Leija, “Will the Real Information Architect Please Stand Up?”; images adapted
from The Order of Things: How Everything in the World is Organized into Hierarchies,
Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000

20. Information architecture
Source: Gail Leija, “Will the Real Information Architect Please Stand Up?”; images adapted
from The Order of Things: How Everything in the World is Organized into Hierarchies,
Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000

21. User experience
Source: Gail Leija, “Will the Real Information Architect Please Stand Up?”; images adapted
from The Order of Things: How Everything in the World is Organized into Hierarchies,
Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000

22. We value our work on digital by the
happiness we bring to the customer.
____________________
Relax In The Air

23. What is a brand?
© Relax In The Air 2012

24. A brand is not what you say it is.
It is what they say it is.
____________________
Marty Neumeier

25. How do we add
value?

26. Context
_____________
What is the
customer
looking to
achieve?
© Relax In The Air 2012

27. customer experience
LBS + NFC + RFID + AR > Travel
Source: www.futuretravelexperience.com

28. customer experience
Augmented > entertainment
Apps that synC
with television
programming
Relax In The Air

29. customer experience
Real-Time + NFC > Logistics
apps that check
real-time availability
for parking spaces
Relax In The Air
www.sfpark.org

30. Don’t make me
think!

31. experience defines advocacy

32. slide through news
www.flipboard.com

33. part of something bigger
www.mobility.ch

34. Playing is a serious game

35. How can marketers
connect
customers & brands
in a digital era?

36. engagement
Segmentation online
Company
Brand / Product / Service

37. ecosystem OPPORTUNITIES
l SHA
ia
c
o EX PERIENCE RE
s
ITIES
OPPO
USER clients
RTUN
RTUN
early adopter partners
OPPO
IT
RAND
IES
B
apps
likes
OM
website
tools
w
EXP
ERIENCE
OP
IES
comments
PO IT
RT N
UNIT TU Relax In The Air
IES OR
OPP
© Relax In The Air 2012

38. We're moving to a world
in which every device
generates useful data,
in which every action
creates ‘information
shadows’ on the net.
____________________
Tim O’Reilly

39. Move is data
www.nike.com/fuelband/

40. In a digital world,
User Experience
(Design) is a necessity
for brand loyalty and
brand advocacy.
____________________
Thomas Marzano

41. Some rules

42. 1. research
© Relax In The Air 2012

43. 2. Design
© Relax In The Air 2012

44. 3. Align

45. 4. Measure

46. 5. Adapt
Think like a
startup
© Relax In The Air 2012

47. outside in
Is . . . . . dead?
© Relax In The Air 2012

48. It’s not what we do,
it’s what people do
to what we do that matters.
____________________
Gareth Kay

49. little bets

50. Happy ever after

51. Thank you
relaxintheair.com
@relaxintheair
We are on Facebook and Instagram too
Mai 2011 Air 2012
© Relax In The

52. contact
Sabine DUFAUX MC CASAL
Managing Partner | Digital Strategist Managing Partner | UX Strategist & Designer
sabine@relaxintheair.com mc@relaxintheair.com
+41 79 745 30 74 +41 76 539 77 01
Office
Relax In The Air Sàrl
Rue de Genève 97
CH-1004 Lausanne
hello@relaxintheair.com
www.relaxintheair.com
“We think and design user experiences for a digital world.
Just relax. Together we can make it simple. ”