This document discusses customer experience design and trends in marketing and technology. It notes that customers now do more research online before shopping in stores. Brands need to create remarkable products and experiences that are worth paying attention to. The focus for designers and marketers is shifting from transactions to building customer identity, conversations, communities and lifetime value. Data collection and analytics are important to understand customer journeys. The conclusion encourages the reader to contact the author for more information on experience design.

1. ©Bill Watterson, Calvin and Hobbes

2. YOU ARE THE
ROCK STARS
OF THE FUTURE
© Rupa Shankar

3. PURPOSE
CAUSE
BELIEF
© Rupa Shankar

4. COCO CHANEL
DAVID CARSON
DAVID OGILVY
HOWARD ROARK
JANE MCGONIGAL
PAUL RAND
JONY IVE
DIETER RAMS
STEVE JOBS
© Rupa Shankar

5. OWN IDENTITY
© Rupa Shankar

6. NO BOUNDARIES
© Rupa Shankar

7. CUSTOMER-FOCUSSED
© Rupa Shankar

8. CUSTOMER-OBSESSED
© Rupa Shankar

9. READ BRIEFS & DESIGN?
© Rupa Shankar

10. LAW OF DIFFUSION OF INNOVATION
INNOVATORS EARLY EARLY LATE LAGGARDS
2.5% ADOPTERS MAJORITY MAJORITY 16%
13.5% 34% 34%
©Everett Rogers

11. © Rupa Shankar

12. © Rupa Shankar

13. THE FIRST MOMENT OF TRUTH
Coined by Procter & Gamble—
Shoppers make up their mind
about a product in the first few
seconds after they encounter
that product for the first time on
a store’s shelf.
WHAT WORKED FOR
THE TRADITIONAL CONSUMER?
Play video
© Rupa Shankar

14. 85% Shoppers conducted
research before
entering store*
MORE DECISIONS ARE MADE
BEFORE ENTERING THE STORE
* Source: www.zeromomentoftruth.com/ © Rupa Shankar

15. ZERO MOMENT OF TRUTH Customers approach a sale
empowered by technology and
transparency, with more
extensive information from
more sources than ever before*.
GOOD EXPERIENCE  5 PEOPLE
BAD EXPERIENCE  5000 PEOPLE
* Source: www.zeromomentoftruth.com/

16. RISE OF THE
“ALWAYS ON”
SOCIAL+MOBILE ENABLED
CONSUMER
© Rupa Shankar

17. The essence of the Purple Cow—the reason it would shine among a crowd of
perfectly competent, even undeniably excellent cows -- is that it would be
remarkable. Something remarkable is worth talking about, worth paying attention to.
-Seth Godin, Purple Cow
WORTH PAYING ATTENTION TO
REMARKABLE
WOW
ORIGINAL
DARING
© Seth Godin, Purple Cow

18. THE MODERN CUSTOMER IS BUYING
 IDENTITY
 CONVERSATION
 COMMUNITY
“The product is a platform that enables you to
accomplish what you believe!”
© Rupa Shankar

19. “Goal: Create a experiential platform that keeps
everyone, not just runners, motivated and active”
Stefan Olander, VP Digital Sport, NIKE
7th in the 100 MOST CREATIVE PEOPLE IN BUSINESS, 2012
Play Video >

20. Store
PHYSICAL
Mobile + Web
VIRTUAL
Social
© Rupa Shankar

21. Great design is making an experience
something memorable and meaningful.
Dieter Rams,
Braun’s designer and Apple’s inspiration
© Rupa Shankar

22. Transactional Value of Customer
Sales, Page Views, Clicks, Downloads, Impressions
NEW
ROI
Lifetime Value of Customer
WOM, Engagement, Interaction, Loyalty, Advocacy
© Rupa Shankar

23. Forrester Research,
Customer Experience
Consulting
Me
Design Strategist
Design
Happiest Minds, ITC, Personal Care
Technology Marketing
Social Computing Digital Marketing
 BFA in Applied Art from J. J. Institute of Applied Art, Mumbai
 MFA in Graphic Design and an MBA in Marketing from Boston University
© Rupa Shankar

24. FORWARD-THINKING
CLIENTS
* Source: Seth Godin, Purple Cow © Rupa Shankar

25. ETHNOGRAPHY
PERSONAS
ANALYTICS
Mapping The Customer Journey
© Rupa Shankar

26. Play Video >
© Rupa Shankar

27. Gracias!
cxpdesign.com
rupa.shankar@happiestminds.com
Facebook.com/rupashankar
twitter.com/rupashankar
© Rupa Shankar