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EXPERIENCE IS EVERYTHING:
EVERYTHING IS EXPERIENCE
@simon_norris
@simon_norris
AN INTRODUCTION
Nomensa Simon Norris Who we work with
• c. 100 people
• 3 locations
• Strategic UX Design ag...
@simon_norris
Nomensa create groundbreaking experiences
that make a measurable difference
to the way people use digital tec...
@simon_norris
@simon_norris
@simon_norris
Everybody experiences far more than [they]
understand. Yet it is experience, rather than
understanding, that...
THE HIERARCHY OF EXPERIENCE
Style
Content
Technology
Meaning
Believability
Fundamentals
PEAK EXPERIENCE
@simon_norris
ICEBERG MODEL OF MEANING
@simon_norris
Surface meaning
Deeper meaning
Cognitive factor
Thinking, Reasoning, Decision-makin...
@simon_norris
WHAT IS CUSTOMER EXPERIENCE?
How customers perceive their
interactions with your company
Harley Manning
@sim...
@simon_norris
WHAT IS USER EXPERIENCE?
How customers perceive their
interactions with a company's
digital products and ser...
@simon_norris
experience
/ɪkˈspɪərɪəns/ noun
WHAT IS EXPERIENCE?
a particular incident, feeling, etc,
that a person has un...
@simon_norris
Chemistry and physics are branches
of science that both study matter.
The difference between the two lies in ...
@simon_norris
THE EXPERIENCE EQUATION
CX
Customer
Experience (CX)
is the total of all
interactions,
e.g. physical
and digi...
CX
THE EXPERIENCE EQUATION
@simon_norris
User Experience (UX) covers:
• Websites;
• Apps;
• Social media 

(e.g. twitter, ...
CX
THE EXPERIENCE EQUATION
@simon_norris
Customer Experience
(CX) covers:
• The store/shop
(physical space)
• Call/Contact...
@simon_norris
CX
THE EXPERIENCE EQUATION
UX
Blended 

Experience covers:
• Sensors
• People and devices
(iPads, smart
devi...
@simon_norris
Experiences are becoming increasingly
blended. It’s imperative to consider the
broader picture.
Simon Norris
SEQUENTIAL
CROSS-CHANNEL INTERACTION
@simon_norris
At work At home
0 24HOURS
Motivation/distraction
app
website
call
app
(...
At work At home
SIMULTANEOUS
CROSS-CHANNEL INTERACTION
@simon_norris
0 24HOURS
Motivation/distraction
app
website
(UX)
(UX...
TOUCH POINTS - CURRENT
In store
Website
Blended
Experience
User Experience
Customer
Experience
Call centre
Online help
AR ...
TOUCH POINTS - DIGITAL FIRST
In store
Website
Blended
Experience
User Experience
Customer
Experience
Call centre
Online he...
@simon_norris
INVERSION
2 31
Inversion
@simon_norris
Extended (Emerging)
Anthropological space
Virtual space
Anthropological space
Physical space
...
@simon_norris
We shape experience and thereafter our experiences shape us.
This is why Experience is Everything.
Inspired ...
TAKE AWAYS
@simon_norris
• Be able to identify CX,
UX and blended
experiences.
• Meaning making.
• Work out & validate
the...
THANK YOU
HUMANISING TECHNOLOGY
@simon_norris
Digital First
Download our FREE White
Paper on the Humanising
Technology blog
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Experience is Everything; Everything is Experience | Simon Norris

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Veröffentlicht am

Simon was the keynote speaker at Linkdex's SEONow CX event on 18 March.

He gave an overview of the state of customer experience in 2016, as well as introducing the channels and touchpoints which play a part in modern customer experiences.

This presentation covered how cross-channel initiatives feed into customer experiences, from physical interactions, to digital and back, and how tracking behaviour can enhance experiences.

Veröffentlicht in: Design
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Experience is Everything; Everything is Experience | Simon Norris

  1. 1. EXPERIENCE IS EVERYTHING: EVERYTHING IS EXPERIENCE @simon_norris
  2. 2. @simon_norris AN INTRODUCTION Nomensa Simon Norris Who we work with • c. 100 people • 3 locations • Strategic UX Design agency Bristol London Amsterdam 20+ years’ experience Interests & expertise: • Art • Design • Science • Psychology
  3. 3. @simon_norris Nomensa create groundbreaking experiences that make a measurable difference to the way people use digital technology, live, work and play. We call this Humanising Technology.
  4. 4. @simon_norris
  5. 5. @simon_norris
  6. 6. @simon_norris Everybody experiences far more than [they] understand. Yet it is experience, rather than understanding, that influences behaviour. Marshall McLuhan
  7. 7. THE HIERARCHY OF EXPERIENCE Style Content Technology Meaning Believability Fundamentals PEAK EXPERIENCE @simon_norris
  8. 8. ICEBERG MODEL OF MEANING @simon_norris Surface meaning Deeper meaning Cognitive factor Thinking, Reasoning, Decision-making, Logic, Recovery, Attention, Perception Emotional factor Surprise, Anger, Happiness, Fear, Love, Acceptance, Expectation, Disgust, Sorrow
  9. 9. @simon_norris WHAT IS CUSTOMER EXPERIENCE? How customers perceive their interactions with your company Harley Manning @simon_norris
  10. 10. @simon_norris WHAT IS USER EXPERIENCE? How customers perceive their interactions with a company's digital products and service. Simon Norris @simon_norris
  11. 11. @simon_norris experience /ɪkˈspɪərɪəns/ noun WHAT IS EXPERIENCE? a particular incident, feeling, etc, that a person has undergone: an experience to remember @simon_norris
  12. 12. @simon_norris Chemistry and physics are branches of science that both study matter. The difference between the two lies in their scope and approach.
  13. 13. @simon_norris THE EXPERIENCE EQUATION CX Customer Experience (CX) is the total of all interactions, e.g. physical and digital. @simon_norris Blended Experience is where CX and UX overlap meaningfully, e.g. cross-channel UX User Experience (UX) is the total of all digital interactions, e.g. digital interfaces.
  14. 14. CX THE EXPERIENCE EQUATION @simon_norris User Experience (UX) covers: • Websites; • Apps; • Social media 
 (e.g. twitter, instagram, Linkedin, Facebook, etc) • Wearables 
 (e.g. Apple Watch) • IoT devices 
 (e.g. Good Night Lamp) • Sensors • Anything with a 
 Digital User Interface @simon_norris UX
  15. 15. CX THE EXPERIENCE EQUATION @simon_norris Customer Experience (CX) covers: • The store/shop (physical space) • Call/Contact centre • Paper (bills, announcements, communications) • Direct mail • Advertisements • Physical artefacts (packaging) • People (human communication and interactions) UX
  16. 16. @simon_norris CX THE EXPERIENCE EQUATION UX Blended 
 Experience covers: • Sensors • People and devices (iPads, smart devices) • Web address • Link to apps • Tags (GPS) • #hashtags
  17. 17. @simon_norris Experiences are becoming increasingly blended. It’s imperative to consider the broader picture. Simon Norris
  18. 18. SEQUENTIAL CROSS-CHANNEL INTERACTION @simon_norris At work At home 0 24HOURS Motivation/distraction app website call app (UX) (UX) (CX) (UX) website (UX)
  19. 19. At work At home SIMULTANEOUS CROSS-CHANNEL INTERACTION @simon_norris 0 24HOURS Motivation/distraction app website (UX) (UX) in store / comparison (blended) (blended) app (UX)
  20. 20. TOUCH POINTS - CURRENT In store Website Blended Experience User Experience Customer Experience Call centre Online help AR and VR @simon_norris x x x Less More None Emphasis:
  21. 21. TOUCH POINTS - DIGITAL FIRST In store Website Blended Experience User Experience Customer Experience Call centre Online help AR and VR @simon_norris x Less More None Emphasis:
  22. 22. @simon_norris INVERSION
  23. 23. 2 31 Inversion @simon_norris Extended (Emerging) Anthropological space Virtual space Anthropological space Physical space Extending (Emerging) Anthropological space
  24. 24. @simon_norris We shape experience and thereafter our experiences shape us. This is why Experience is Everything. Inspired by Marshall McLuhan
  25. 25. TAKE AWAYS @simon_norris • Be able to identify CX, UX and blended experiences. • Meaning making. • Work out & validate the surface factors. • Develop digital strategies and data strategies. • Focus on Cross-Channel (blended experience). • Humanise.
  26. 26. THANK YOU HUMANISING TECHNOLOGY @simon_norris Digital First Download our FREE White Paper on the Humanising Technology blog

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