3 Key Moments you need to Consciously Shape for a Holistic Experience
1) Tunnel View
Even as an experience designer, it’s easy to get tunnel vision. Only because we are focusing on designing an experience very thoughtfully doesn’t necessarily mean our customers will even perceive it. Or to state it Choice Hacking’s words: “The hard fact is, most people don’t think about your brand or experience - AT ALL”.
2) How to avoid it
But what’s the problem with tunnel view? You’re most likely not designing a holistic experience. Your customer’s lives don't start and end with your product experience. As Choice Hacking recommends, you need to consider the moments before and after a customer interacts with your experience and how you can set up your touchpoints to succeed.
3) Focus on three key moments
Designing a holistic customer experience means consciously define 3 key moments:
Awareness: How to become your customer’s first choice (make it into their consideration set)
Decision: How to influence the final moments before customers make a choice (make them ready to buy)
Usage: How to shape your customer’s opinion of your brand (assure them they’ve made the right choice)