Janna DeVylder spoke at TravelTech 2013 description: Customer First: Giving customers an excellent experience should be at the heart of every great travel business. This session looks at website user experience, differentiation, conversion and loyalty.

1. Customers first
Designing for differentiation,
conversion and loyalty
Janna DeVylder - @jdevylder
TravelTech Sydney 2013

2. people

3. http://farm8.staticflickr.com/7077/6895549164_87ee2c1ebb_b.jpg
They are on a journey.
We are not always the destination.

4. external
interactions
How and where the organisation
and the customer meet
experiences
What the customer takes away
from the interaction(s)
touchpoints
Key moments in the interaction
between organisation and customer
internal
systems
Technology and infrastructure
that a company relies upon to operate
channels
Medium with which the organisation
communicates with their customers
process
Ways of working. The policies that
guide how the business is run

5. http://www.fitch.com/content/uploads/2011/09/layout_scroll_final_45.jpeg
The journey is
also wild and
varied!

6. Make a map

7. The details are not the details.
They make the product.
[and they make or break the experience]
Charles
Eames

8. CONVERSION

9. Oh, funnels...
http://eresponsible.files.wordpress.com/2012/06/conversion-funnel2.jpg http://d1avok0lzls2w.cloudfront.net/img_uploads/conversion-funnel-social.gif

10. How about bridges?
http://farm8.staticflickr.com/7062/6848176785_4daa6f116f_b.jpg

11. Understand my barriers

12. Help me rethink my approach

13. Help me rethink my approach

14. Makers, not just consumers
https://pbs.twimg.com/media/BBqi7JyCUAAeWMr.jpg:large
Give me just enough to evaluate, but not too much

15. https://pbs.twimg.com/media/BBqi7JyCUAAeWMr.jpg:large
Give me just enough to evaluate, but not too much

16. Don’t just take our word for it
picture of peer review
Help me get a sense of the intangible

17. Don’t hide the fine print

18. Don’t overwhelm

19. LOYALTY

20. http://farm4.staticflickr.com/3403/4621467779_c5dbf5699f_b.jpg
Loyalty can be deceiving

21. DIFFERENTIATION

22. http://farm6.staticflickr.com/5001/5324806584_4c75680b88_o.jpg
Support travel literacy

23. http://human.co/
Design for behaviour

24. Makers, not just consumers
https://pbs.twimg.com/media/BBqi7JyCUAAeWMr.jpg:large

25. Design with, not only for

26. thanks!
Janna DeVylder
janna@meldstudios.com.au
@jdevylder
TravelTech Sydney 2013