L'opportunità di progettare per l'esperienza
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L’opportunità di progettare per l’esperienza
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Transcript of L'opportunità di progettare per l'esperienza
L’opportunità di progettare per l’esperienza
Source: wikipedia
Source: wikipedia
Source: wikipedia
Source: Marcus Wong from Geelong
Source: travel asia
Source: wikipedia
perché questa esperienza…
Esperienza
La combinazione di percezioni, emozioni, memorie, risposte e conoscenze che una persona si aspetta, vive e ricorda quando interagisce con un prodotto, un sistema o un servizio.
Siamo nell’era del consumatore
oggi le persone vogliono esperienze arricchite che
migliorano la loro vita
l’experience guida il business
I clienti premiano le aziende i cui prodotti e servizi sono superiori alle proprie aspettative.
Le aziende che comprendono e indirizzano questo cambio di prospettiva, orientando le loro azioni all’ascolto dei clienti, sono destinate a diventare e a rimanere profittevoli nel tempo.
－ Forrester CX Reports 2013, Forbes CX 2012, Wolffolins Game Changers Report 2012
il valore di una buona experience maggiore
coinvolgimento e fidelizzazione dei
clienti
le persone pagano di più per il valore che
percepiscono
amore verso l’esperienza di
brand
il valore di una buona esperienza
adoption buy
engagement usage
loyalty value services
Il valore aggiunto dell’esperienza
Beni$ 0.30
Prodotti$ 0.80
Servizi$ 1.50
Esperienze$ 4.50
Dobbiamo creare prodotti e servizi che generano una fantastica esperienza end-to-end che supera le aspettative delle persone.
Il nuovo obiettivo
inspiration
Shyp
Beautifull & seamless experience
Trusting & awareness
Heroes - crowdfunded delivery
inspiration
Happy pils
Product experience
Memorable hi-value brand
inspiration
Luxe
Seamless experience
Engaging the local network
“In the last 10 years, Design-driven companies outperformed the S&P 500 by 228%”
AppleCoca-ColaFordHerman-MillerIBMIntuitNewell-RubbermaidNikeProcter & GableStarbucksStarwoodSteelcaseTargetWalt DisneyWhirpool...
In un mondo molto complesso il design può aiutare il business a definire l’esperienza che viene generata attraverso i suoi prodotti e servizi, modellando il cambiamento e mantenendo una chiara direzione verso il successo.
Come progettiamo per l’esperienza
Experiences • expected • lived • remembered
understand
Experiences • expected • lived • remembered
understandOpportunities • pains • gains
identify!
Experiences • expected • lived • remembered
understandOpportunities • pains • gains
identify! Change
• generate • synthesize
define!
Experiences • expected • lived • remembered
understandOpportunities • pains • gains
identify! Change
• generate • synthesize
define! Touchpoints
• products • services • systems
deliver!
Experiences • expected • lived • remembered
understandOpportunities • pains • gains
identify! Change
• generate • synthesize
define! Touchpoints
• products • services • systems
deliver!
Brand & language design
Product design
JOIN THE LOOP
LOGIN
APPLICATION VALUE PROPOSITION
JOIN THE LOOP
PAIR A DEVICE
WALLET
ADD
DO YOU WANTTO PAY WITH
LOOP?
FOR YOURSECURITY WE NEED
TO VERIFY YOURIDENTITY
NOT NOW
YES
LET’S GO
YOU’LL NED A LOOP DEVICE
FULL NAME
PASSWORD
FOB
CHARGE CASE
BUY ONE
BILLING ADDRESS
SECURE YOURACCOUNT WITHA SECRET PIN
AUTOMATICLOGIN
ACTIVATIONTOKEN
ADDRESS
CITY
STATE
NUMBER
NAME
EXPIRE
3241 4242 1242 4212
LUCA MASCARO
10/17
1. BILLING ADDRESS2. SSN NUMBER
3. SSN VERIFY
SMS
PAIRINGFLOW
CONGRATS!YOU SYNCED
ALL YOUR DEVICES
NOW YOU AREIN THE LOOP
OPEN YOUR WALLET
SKIP THISENTER MANUALLY
WHY I NEED THE FOB?
DOWNLOAD CARDSFROM YOUR BANK
BANK NAME
BANK NAME
CARDDOWNLOAD
FLOW
CONGRATS!YOU ADDED3 CARDS TO
YOUR WALLET.
NOW YOU AREIN THE LOOP
OPEN YOUR WALLET
SKIP THIS
BANK NAME
ALL
CARD NAME
ADD THE FIRSTCARD TO YOUR
WALLET
ADD
ENTER MANUALLY
ADD
ADD
TAKE A PHOTO
DEBIT CARD
LOYALTY CARD
MEMBERSHIP
ID
CREDIT CARD
3241 4242 1242 4212LUCA MASCARO 10/17
CONFIRM
ADD ANOTHER ONE
NO DEVICE ATTACHED
YOUR CARDS
CARD NAME
CARD NAME
CARD NAME
CARD NAME
CARD NAME
CARD NAME
CARD NAME
CARD NAME
CARD NAME
3241 4242 1242 4212LUCA MASCARO 10/17
3241 4242 1242 4212LUCA MASCARO 10/17
CVV
TEL
EXPIRE
652
(023) 323-421
10/17
TAP TO PAY
TAP TO PAY
ENABLE BALANCEAND REWARDS
FLOW
320$ LEFT
320$ LEFT 121 POINTS
CREATING THE ACCOUNTWith a full name, an email and a password a basic user is created. Loop now can promote products and services.
FEEL IN CONTROLWe want to tell to the user that he can trust LoopWallet, because he can secure it even before using it
EXPOSING THE ECOSYSTEMThe user now understands that Loop is an ecosystem of useful services and devices.
POPULATINGTHE WALLETThe connection with card providers let the user to immediately use the wallet.
CREATE THE NEEDThe wallet must be valuable by itself, but the interface should remember what is missing for the full experience.
EASY ACCESSDirectly from the list the user can access to the most important information of the card. If the user paired the card with his bank account, also the card balance is displayed.
HELP AND SELLWhy I need to use a Fob? Help the user could also be a good upselling point
01. WelcomeLoopPay Wallet Application
LoopWalletStrategic ScreenflowThis document cointains a strategic overview on how the LoopWallet application should work to effectively promote LoopPay brand values and products.
April 10th, 2014 02. Joining the Loop 04. Loop devices' first sight03. Retriving card data 05. Adopt the wallet 06. Use the wallet
SMART AND MAGICThe fob or image processing can autocomplete form fields and guess the type of the card.
The smartphoneis LoopReady?
Yes No
06. Use the wallet
Interaction design
Design & experience research
Service & system design
Strategic & business design
L’impatto del design sull’esperienza
sign print
symbols
lvl 1 Communication
brand product systems
lvl 2 Utility
service ecosystems information interaction
lvl 3 Touchpoint
business governement
process policy
lvl 4 Strategy
la grande differenza
comprendere e definire l’intera esperienza
progettare sistemi e servizi
creare punti di contatto
creare punti di contatto
la nostra disciplina
Comprendere l’esperienza esistente, progettare e migliorare la vita delle persone.
Grazie
@lucamascaro www.sketchin.ch
