Design to influence experiences and behaviors

The Digital Customer

Katarina SegerståhlHead of Service Design, PhD

Tieto | Customer Experience Management

@Segerstahl

Focus on

human

experience and

behavior

Strategic

framework for

influencing by

desing

Opportunities by

digitalization

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Social networks

Virality

Realtime

New division of labour

Customers’ influence in the value chain is transforming businesses

The customer’s digital

presence, identity and

footprint re-define value

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Design influences our experiences and behaviours every day

Design is not only about color and feel.

It’s a tool for executing strategic goals.

#dancingtrafficlighthttps://www.youtube.com/watch?v=SB_0vRnkeOk

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Macro Human behaviorsInfluencing attitudes and behavioural patterns

Meso

Service pathsGuiding customer journeys through touch-pointsMicro

Momentary experiencesService sessions and psychological experience

Influence by design on three levels

©Tieto Corporation

Macro Human behaviorsInfluencing attitudes and behavioural patterns

Meso

Service pathsGuiding customer journeys through touch-pointsMicro

Momentary experiencesService sessions and psychological experience

Influence by design on three levels

©Tieto Corporation

When did you last

lose track of time

when browsing

online?

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Flow

Control

Relaxation

Boredom

Apathy

Worry

Anxiety

Arousal

Challe

nge level

Skill levelCsikszentmihalyi, M. (1997)

The optimal experience?

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Momentary experience

Rhythm Continuity and

duration

Navigation

patterns

Psychology Flow! +20%

Micro

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Macro Human behaviorsInfluencing attitudes and behavioural patterns

Meso

Service pathsGuiding customer journeys through touch-pointsMicro

Momentary experiencesService sessions and psychological experience

Influence by design on three levels

©Tieto Corporation

Consistency

Continuity

Composition

Founding principles in designing multi-channel customer journeys

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• How do channels

relate to each other?

• What is the purpose of

each?

How does each channel

contribute to the activity

and overall experience?

Design for service

composition

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Composition defines the overall value of the journey Meso

Building the brand

experience in each channel

and empowering the

customer

©Tieto Corporation

Macro Human behavioursInfluencing attitudes and behavioural patterns

Meso

Service pathsGuiding customer journeys through touch-pointsMicro

Momentary experiencesService sessions and psychological experience

Influence by design on three levels

©Tieto Corporation

Just by changing

human behaviors…

22% of cardiac diseases could

be prevented world-wide

15% of the world’s energy

consumption could be cut

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Cross-industry concepts for behavioral

transformation

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Cross-industry concepts for behavioural

transformation

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Relevant behavioral trendsMacro

Utilization of public transportation

Mortgage payment behaviors

Social responsibility – regulating

consumption through design

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Opportunities in influencing experiences & behaviors by design are

realized by digitalization!

Real-time interaction and analytics

Customer data and history

Online – mobile – social – physical

Cross-industry business models

Changing perspectives