December 201719 CXO InsightsBY AMRAN KHAMIS, HEAD, DIGITAL EXPERIENCE, ASIA, SUN LIFE FINANCIAL We know that customer experience is a key driver of today's business success. More than ever before, brands are using data-driven insights, experience delivery, and digital innovation to satisfy unmet customer needs and generate value for their business. But there has been less discussion around how emotional design ­which is designing experiences that feed on core human motivations ­ can contribute to the above.More specifically, how can brands use emotional design to serve specific audience groups? Let's take Asian consumers as an example. Granted, they are diverse in terms of culture and behavior but several trends are shaping consumer expectations across the region -- such as mobile and wearables. With this in mind, here are three high-level experience design principles that technology professionals can keep in mind for creating emotional bonds with users in the region.Tap into self-perception--Asians are more likely to pursue group or family-based goalsResearch has clearly documented that Westerns audiences are likely to be more analytical and individualistic, while Asian audiences are likely to be more holistic in thinking and interdependent in behavior. What does this mean? For instance, Western customers may be moved by cues pointing them towards individual goals and content
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