The optimism of #Purpose & science of #design in forging #digital customer experiences! Opinions my own!

The world has changed irrevocably, for the better. We are hyper connected, yet hypo authentic; during these endemic times we need trust and transparency above all.

Journeys, episodes and experiences require us to reimagine, a total redesign. In many ways, our need to connect is becoming more primal: start with why, why did our ancestors huddle, hunt together (survival), how we looked after each other and built communities, proliferated and prospered. Journeys, are canvases containing moments of truths, pain points etc- it’s a way for us to internalise experiences, interactions and transactions. Depending on how we are looking at it; the fusion/synergy of experiences, positive or negative, is the sum which makes up experiential equity. Equity and this asset class’ impact to the balance sheet is akin to dark matter; non negligible and warps (gravitational) pull of operations.

I’d like to think of experiences as #DeFi. Decentralised and almost mycelial network like connections between all of us – we who are customers, employees, citizens and many other personas x archetypes simultaneous at a point in time. It’s n-dimensional- we call these life journeys, and similar to service journeys, have experiences embedded. The more ‘invisible’ the brand/service provider, the more trust is forged and currently trust is the prime catalyst for positive experiences (don’t forget the usual suspects just 2 years back – ease, frictionless, omni, real time etc – they’re all still very relevant, just needs to be ‘wrapped’ with trust/transparency).

The advent of the low touch economy has exacerbated the need for a revamp/redesign. We all know the velocity of digital transformations have increased in the past 2 years, but we are at the ‘edges’ now literally. You may have seen many lowtouch contactless innovations – but not all of them will be ‘natural’, and some are norms we tolerate during endemic times. Some will persist, some will be transient.

Journeys have to be redesigned for these lowtouch economy to be accretive – else there’s attenuation in the previous model. While digital, tech remains the ‘answer’ to most innovations- most are just extensions not actually reinvented to meet lowtouch needs.