1. Build a connected experience ecosystem
We now live in a much more connected world. When measuring a brand experience, it’s important to connect all the touch points and integrate this data to create a complete view of the experience. Digital and physical need merge into one ecosystem - including footfall, mobile, brand activation, web, social and CRM.
2. Agile optimisation
Sometimes brand experiences are limited to physical layout and design, it’s not as easy as optimising the web experience when building a website. However, if we plan ahead, we can identify the opportunity areas to be prepared for optimisation practice. For example, modular design may provide the flexibility of moving things around to optimise the visitor flow. Digital activations can utilise AI to optimise the choices of content based on previous users’ behaviour.
3. Live lab
With the advance of other tracking technologies such as emotional detection, wearables, haptic tech, there are opportunities for brands to turn measurements into a live lab to enhance the experience; brands can trigger engagements based on mood or other type of user data, making a responsive experience, and transform the key touchpoints with a stronger connected call to action.
Click here to explore the other major trends shaping the world of experience in 2020.