Having already explored data-powered customer experiences, the reality of AI when applied to user experiences and complex CX, Tonic 05 was the next event in the CX series.
We looked to explore ways in which we can bring digital journeys closer to a more fulfilling, value-adding and more human experience.
The evening kicked off with some great food and drink, and Tom Downing from Freestyle made a start on the subject of humanising the digital experience using technology to trigger emotions.
🧠 Top takeaways included:
- A faster CX is not always a better one, and that London commuters would rather queue on the escalators than break the rules, despite that it would be a more efficient way for the commuters’ flow.
Freestyle's Tom Downing at Tonic 05, Birmingham
- It’s been proven that the key memories we recall from experiences, are that of elevated experiences. So when we have above-expected experiences from brands, they form deep memories. So we must create peak moments, by forcing new experiences.
- “People don’t see technology. Technology should underpin the creative execution of how a brand interacts with a customer, and be invisible.”
🛂 Next, Julia Bellis from Equal Experts took the stage to show us how she helped HM Passport Office’s (HMPO) renewal process decrease from 3-4 days of filling in forms and finding a photo booth, to 15 minutes.
- We learnt that sometimes you have to sacrifice a perfect solution for its close neighbour - the fast solution. Even if it means building an app that prints off a piece of paper whenever a digital submission has been completed (you had to be there).
- It’s hugely important to get everyone to understand that they are all working towards the same goal. That means that everyone was not just interested, but it was committed to the cause, fully involved in the success and failure
Equal Experts' Julia Bellis at Tonic 05, Birmingham
- When you design something completely new to your organisation, you can’t always anticipate the problems you’re going to have to solve. For HMPO, humanising the experience meant clarifying the process especially for more complex journeys. For example, HMPO had to make it easy to understand who should be filling in the forms when you are a parent of a new-born, exemplify how to take your own photo, and provide reassurance that applications are being received and processed. Fast feedback from the public was key in making improvements.