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Customers first
Designing for differentiation,
conversion and loyalty
Janna DeVylder - @jdevylder
TravelTech Sydney 2013
people
http://farm8.staticflickr.com/7077/6895549164_87ee2c1ebb_b.jpg
They are on a journey.
We are not always the destination.
external
interactions
How and where the organisation
and the customer meet
experiences
What the customer takes away
from the interaction(s)
touchpoints
Key moments in the interaction
between organisation and customer
internal
systems
Technology and infrastructure
that a company relies upon to operate
channels
Medium with which the organisation
communicates with their customers
process
Ways of working. The policies that
guide how the business is run
http://www.fitch.com/content/uploads/2011/09/layout_scroll_final_45.jpeg
The journey is
also wild and
varied!
Make a map
The details are not the details.
They make the product.
[and they make or break the experience]
Charles
Eames
CONVERSION
Oh, funnels...
http://eresponsible.files.wordpress.com/2012/06/conversion-funnel2.jpg http://d1avok0lzls2w.cloudfront.net/img_uploads/conversion-funnel-social.gif
How about bridges?
http://farm8.staticflickr.com/7062/6848176785_4daa6f116f_b.jpg
Understand my barriers
Help me rethink my approach
Help me rethink my approach
Makers, not just consumers
https://pbs.twimg.com/media/BBqi7JyCUAAeWMr.jpg:large
Give me just enough to evaluate, but not too much
https://pbs.twimg.com/media/BBqi7JyCUAAeWMr.jpg:large
Give me just enough to evaluate, but not too much
Don’t just take our word for it
picture of peer review
Help me get a sense of the intangible
Don’t hide the fine print
Don’t overwhelm
LOYALTY
http://farm4.staticflickr.com/3403/4621467779_c5dbf5699f_b.jpg
Loyalty can be deceiving
DIFFERENTIATION
http://farm6.staticflickr.com/5001/5324806584_4c75680b88_o.jpg
Support travel literacy
http://human.co/
Design for behaviour
Makers, not just consumers
https://pbs.twimg.com/media/BBqi7JyCUAAeWMr.jpg:large
Design with, not only for
thanks!
Janna DeVylder
janna@meldstudios.com.au
@jdevylder
TravelTech Sydney 2013

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Customers First: Designing for differentiation, conversion and loyalty