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“Mobile” Experience.
The Customer journey
design.

Digital Experience Festival

Milano, 10 Marzo 2011
Barbara Corti, Creative Director LBi Group
1 INSIGHT
“mobile” is much more than
Mobile Phone
People don’t think in isolated
experiences.
They derive value and meaning from the
total experience
TODAY
        Today 1.5 billion PC and 1
        billion mobile phones
        connected to the Internet
        present to the world




                       TOMORROW
                                  In 2012, it is estimated that
                                  the physical sensors will
                                  generate 20% of Internet
                                  traffic




                                                          COMING
                                                                   In 5-10 years there will be
                                                                   over 100 billion devices
                                                                   connected to the
                                                                   Internet

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Web 1.0         Web 2.0           Web Future
Sharing Data      Sharing       Everything is shared
                Applications,     and connected
               Social network
2 INSIGHT
Design Services and Users
Experiences are mainly
processes
Frontstage
User Experiences
The tangible elements of a service,
including everything that customers
see, hear, touch, taste, and smell.




Line of visibility
Separates the "front stage" (visible to
the customer) and "back stage" (tools,
processes, infrastructure).


Backstage
Design Services
The experiences people engage and
interact with a service
(or set of services) over time.
\'Mobile\' Experience and Customer Journey

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In a recent, seminal article by Peter Morville on “Ubiquitious
Service Design”, facing the emerging mobile Internet,
augmented reality & Internet of things world he states:


“It's an era in which information blurs
the boundaries, enabling multi-
channel, cross-platform, trans-media,
physicodigital user experiences. To
succeed, we'll need teams that are
multi-disciplinary and individuals who
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3 INSIGHT
This is the era of Internet of
things
McKinsey defines Internet of Things as
"sensors and actuators embedded in
physical objects [...] linked through
wired and wireless networks, often
using the same Internet Protocol (IP)
that connects the Internet.”


http://www.readwriteweb.com/archives/mckinsey_internet_of_things.php

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           Social Energy Meter                 Nike+





Withings
   ICAT
                           visiblenergy





                                     zeo
                        Botanicalls

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            Connected objects> Social objects


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In Ubiquitous communication:
the Brand “follow you”
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\'Mobile\' Experience and Customer Journey