CROSS- CHANNEL UX: FUTURE OF CUSTOMER BRAND INTERACTION
Brands have started to realize the importance to design seamless, cross channel holistic journeys in various segments like: retail/ shopping, health, education, travel, entertainment etc.
Brands value collaborative consumption but are stuck in intertwingularity (term coined by Ted Nelson to express the complexity of interrelations in human knowledge) of things and no one to explain ambient and pervasive information. They need a new map and a mediator (guide) to strike a balance between cross channel consistency and platform optimization to tackle the challenges of creating paths and places that bridge physical, digital and cognitive places.
The focus was on capturing key aspects for successful brand-customer interaction. The insights provided us with heuristics to guide different brands facing complex decisions that lie ahead by addressing increasingly fragmented, disembodied information-based journeys and everyday user experiences across varying number of devices and channels.
Note: The research had been accepted for publication in CII 2014.